April 8, 2021

Does HubSpot Work for Law Firms?

Lawyer's computer on top of a table with a smartphone and a cup of coffee

Founded on inbound marketing, HubSpot is a robust software solution that enables you to automate marketing through blogging, email, social media, and content creation. In addition, it allows you to streamline your processes from marketing through to the sales process.

Before we dive into HubSpot, let’s gain an understanding of inbound marketing, the driving force behind HubSpot, and what makes it so powerful.

What is Inbound Marketing?

Inbound marketing is a business philosophy focused on attracting clients through creating content for the right people at the right time. Conversely, outbound marketing is based on interrupting a client’s day with cold calls, emails, or other forms of marketing and advertising.

The objective of the inbound methodology is to get potential law clients to your site by attraction and move them through the sales funnel organically.


Inbound marketing is based on modern buying decisions. People search, identify, and procure services through the internet, but aren’t always ready to render payments in their first foray when finding a solution to their problem. They may just be researching, so creating content to help your clients perform their research is a great first step to potentially landing them as a client.

Through Search Engine Optimization (SEO), you use content, optimized websites, and landing pages to gain visibility from search engines to drive potential traffic to your site. There are various types of content you can produce in order to create opportunities for people to find you straight from Google including:

  • Blogs
  • Service pages
  • Ebooks
  • Whitepapers
  • Infographics
  • Guides
  • Worksheets

The higher the quality and depth of the content, the greater the chance you have of being ranked on Google, consumed and bookmarked by users, then subsequently shared by people on their social media networks or email.

In case you have some reservations about sharing too much about your legal services, think of it as a consultation with a client. If they came into your office, wouldn’t you want to demonstrate your knowledge by thoroughly answering any questions they may have?

For example, let’s say you plan to write on the topic of “what to do if I get pulled over for a DUI.” If you explore and answer as many questions as possible, then people will stay on your site longer while reading it and may even share it with other people. Thus, your article has a better chance of succeeding compared to one that lightly covers the topic or holds back. By helping them get a better understanding of their problems and potential solutions, you create trust, credibility, and become a likely candidate to win their business.

Optimize Your Conversion Process

Once you begin to get traffic, the next step is to convert these visitors into leads and nurture them. For instance, if you’re a personal injury attorney and are seeing a rise in traffic to a blog post on “being injured at construction sites”, you can add a link to subscribe to your newsletter or even download a guide to assess the severity of their injury. In both cases, you use a form to convert the visitor into a subscriber or lead, so that you can market to them via email afterward.

You’ll want to measure the results of how many subscribers and leads you are generating and tweak things along the way. Try different messaging on the call-to-action or even different colors in order to see what creates the most conversions. This isn’t a set it and forget it tactic, it’s one that should be analyzed and improved upon to maximize engagement.

Should Lawyers Use Inbound Marketing?

Inbound marketing can be one of the most effective marketing strategies to gain and attract clients to your law firm. You invest in time and resources upfront to create assets that live on your website indefinitely. This means that you have a chance to build visitors over time and potentially gain more traffic as you continue to build your library of content. It’s a long term strategy that rewards persistence, consistency, and quality.

How HubSpot Helps With Inbound Marketing

Founded in 2006, HubSpot has grown to become a leader in Marketing, CRM, and Sales software by touting itself as a platform that enables your business to use one software to market, organize, and sell to contacts in your database.

When it comes to inbound marketing, HubSpot has several advantages to competitive solutions like MailChimp, Constant Contact, and other services.

Providing an All-in-One Service

As mentioned before, you can use HubSpot for marketing purposes including email marketing, landing pages, forms, and more. However, you can market to a contact and nurture it from being a subscriber to a client and even track revenue generated from this contact, all in one system. This way you know how much you are spending to acquire leads, and how much it costs to acquire a client through marketing efforts.

Enabling Your Social Media Strategy

HubSpot comes with an impressive social media scheduling system and calendar that helps you plan your social media posts. It connects to Facebook, Instagram, LinkedIn, and Twitter allowing you to publish text, images, and videos from a single software. This can save a lot of time, money, and avoid security issues when managing logins and users.

Optimal Lead Tracking and Conversion

HubSpot’s reporting tools give you a detailed breakdown of how visitors are coming to your site, the search engine they used, their activities on your site, what pages they visited, and how long they stay. You also get metrics on social media, email, and landing page performance, giving you a 360 picture of your entire marketing suite.

Improving SEO

HubSpot provides several tools that help you track relevant keywords in your field. When using HubSpot as a law firm, you can discover the appropriate, high-ranking keywords for your practice and incorporate them into blog, web, and social media posts.

Integrated CRM

With the integrated CRM tool, you can connect your website and social media pages and easily track what visitors are doing while there. The CRM tool tells you about clients’ responses to your site and marketing efforts. It also provides seamless communication with your contacts and followers, allowing you to communicate and engage them through each channel.

Content Creation

Content is critical to the success of inbound marketing for law firms. With HubSpot, you can create SEO-friendly blog posts and schedule them for advanced publishing. With proper planning and scheduling, you have enough time to churn out high-quality content and publish them, strengthening your stance in your space and improving your SEO ranking.

Why Lawyers Should Use HubSpot

HubSpot provides all the tools you will need to build a powerful inbound marketing strategy and execute it in one place. Instead of juggling multiple software, you can focus on one, easy-to-use platform that has helped thousands of businesses achieve success. Feel free to reach out to us to learn more about how we have helped our clients achieve success with inbound marketing and HubSpot.

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