Lots of question marks pop up when attorneys come across the phrase organic digital marketing. For instance:

  • What is the difference between organic web traffic and paid web traffic?
  • What is the trending organic tactics in law firm digital marketing?
  • What metrics will assist in measuring the success of organic efforts?

Below are the answers to these significant questions.


There exist two ways (paid and organic marketing) to ensure that your law firm’s site is seen in the first page of the search results, irrespective of the search engine that you utilize.  Paid and organic marketing have similar aim: to attract potential clients to your site. But the tactics between these marketing strategies isn’t quite different.

 Paid search is exactly what you think it is. You, as an attorney, or the marketing agency of your law firm, make adverts for keywords that boast of huge conversation rates, making payments per click or for the impression amassed by the advert. Certainly, your law firm’s pay per click campaigns may turn out to be more complex than that.

Organic search (SEO) is a quite different ball game or process. In this process, you won’t have to bid on clicks and impressions, which can help you save big money in marketing budget. Payment for clicks and impressions is off, but you will be required to invest in significant, unique and captivating content, site layout and functionality, including website promotion.

But the advantage of this strategy is that, as soon as you have obtained that performance, you will own it forever,


When you successfully market your law firm, you achieving two crucial things: you are creating a huge awareness for yourself, thus making potential buyers notice you, and you are softly compelling them to contact and hire you. The only problem here is that, you aren’t the only one who is leveraging marketing to attract customers, your ever-present competitors are also in the game. So, the job left for you isn’t only to attract clients and recruits, but to outclass and outrank your rivals. 


An organic marketing strategy is a tactic used to generate traffic to your business naturally as time passes, instead of adopting paid ads or sponsored posts. Whatever you don’t spend a dime on directly, be it blog posts, cases studies, guest posts, unpaid tweets, etc., all fall under the heading of organic marketing. That email blast you dished out is organic including that user-generated content campaign you just activated. 

Now don’t think that you won’t spend a dime in an organic marketing process. You will spend some cash but it won’t be on clicks or impression like the paid marketing. The money spent will be to invest in the marketing tactics you will be using and any software such as Hubspot for inbounds. MailChimp for email lists, etc. 


As an attorney-probably one with a law firm- an organic strategy is capable of naturally attracting clients to your business over time. Rather than directing ads to your target audience, you are attracting them by offering them the information they are in search of. This information, which must be captivating and genuine, can be on any law subject or issue such as probate, estate planning, estate attorney, civil law and all it entails, what to do when one commits misdemeanor, etc.

Having said that, there is no quick way to obtaining the results you seek. As an attorney, adopting an organic marketing tactics won’t promote or skyrocket your business overnight. The process can take months or years to display the kind of performance you are dreaming of.


Having known what organic marketing is, deducing why attorneys use organic marketing should be quite easy. Organic marketing is being utilized by attorneys to raise brand awareness and promote their business. This natural strategy helps attract potential clients to their site, not rapidly like the paid marketing, but overtime.

Attorneys who utilize this tactic don’t spend much money in implementing the strategy like attorneys who adopt other marketing tactics. This is because it is a natural process. The only cash required here is that needed to enhance the marketing strategy.