Digital marketing

12 Online Marketing Tools for Small Law Firms | Good2bSocial media

12 Online Marketing Tools for Small Law Firms |  Good2bSocial media

The digital marketing landscape covers everything from SEO to social media to PPC – and so much more. With so many channels to wade through, even the most seasoned marketing team needs a little help from time to time. Fortunately, there are plenty of online tools available to help you create and execute more effective marketing. Indeed, according to latest data, digital marketers can now access over 7,000 technology tools to boost their campaigns. To save you time, we’ve compiled a list of 12 marketing tools for small law firms:

  1. HubSpot– If you follow our blog, you know that we are big fans of this platform. HubSpot offers a full suite of solutions, including tools for marketing, sales, and customer service. Many of these options start for free. Explore everything from lead forms to email sequences and basic analytics. HubSpot also integrates well with other technologies.
  2. SendX – This tool helps marketers grow their email base. Features include pop-up forms, online forms, and landing page templates that integrate with any website, and an email editor – WYSIWYG – that lets you skip HTML. $7.49 per month for up to 1,000 subscribers.
  3. Evidence – Social proof is essential for law firms. This tool allows businesses to display their social proof on their website. It’s easy to copy and paste the pixel to your site, where it will integrate with your CRM and display targeted customer reviews, video testimonials, and other social proof. Pricing is based on website traffic and starts at $24 per month.
  4. Survey anywhere – Surveys are a great way to get customer insights. This platform streamlines the creation process by allowing you to create your own surveys and tailor them to your brand’s unique needs. Fees start at free and are tiered up to $42 per month.
  5. Google Analytics – Any list of digital tools would be incomplete without this robust platform. This free service offered by Google is easy to use yet powerful and highly customizable. All you need to get started is the Google Tag Manager. Even a basic understanding of these analytics can provide valuable insights to improve digital efforts.
  6. MailChimp – This tool is popular for many businesses just starting out and looking to expand messaging capabilities. Features like website traffic tracking, email templates, and campaign drip designs can help you automate emails and make campaigns more effective. It’s free for small businesses, and prices go up to $199.
  7. Cloth – This service facilitates website design for people who do not have access to a graphic designer. Canva offers visually appealing drag and drop features that are also mobile optimized. Businesses use it to create things like logos, charts, graphs, or presentations. It costs $12.95 per month for Teams, but there are free versions as well.
  8. howling frog – Designed to aid SEO efforts, this website crawler can help identify problems in URLs and web pages, including broken links, duplicate content, metadata issues, and more. This tool is very useful for analyzing the technical components of your website. Screaming Frog offers both a free plan and an advanced option for $195.
  9. crazy egg – This data collection platform allows marketers to gain insights through testing. Crazy Egg offers a range of tools, including click reports, heatmaps, user session recordings, and A/B testing tools. Knowing how people interact with your site can help you optimize your tactics. Prices range from $24 to $249 per month.
  10. HotJar – Another user experience analysis tool, HotJar’s features help web professionals understand user behavior. Options like heatmaps, session replays, and site polls let you see what people are doing on your site so you can make improvements. It’s simple to set up and very affordable (starting with the free option).
  11. optimally – This tool is considered the benchmark for online experimentation. If you spend time on CRO, this platform might be worth the investment. You can continuously run A/B tests and other tests to improve conversion rates. The tool has recently expanded its capabilities to offer deeper customization. But since it’s only available on a bespoke basis, Optimizely only makes sense if CRO is essential to your web strategy.
  12. Sniply – This platform generates unique links to your content, which allows for better tracking and analysis. The links include a CTA and lead directly to the pages you have chosen. Users can also track visitors, bounce rate, conversions, or any other relevant data you might need.


These are some of the most powerful tools small law firms can use to achieve a variety of goals. By thoughtfully leveraging a few, you can create a fully integrated and impactful marketing strategy. Ultimately, the tools that will work best for your business will depend on its specific needs, budget, and processes.