15 min read
Updated: November 09, 2021

The Definitive Checklist for Immigration Attorneys Marketing

How to Get More Immigration Clients

If you own a law firm, you know how tricky it can be to bring in clients and maintain a steady workload. Plus, without new clients, it can be hard to build a strong reputation for your firm. This is where digital marketing for immigration clients can vastly improve your presence on web giants such as Google.

The right internet marketing strategy for immigration lawyers can help take the stress out of finding new clients, ultimately allowing you and your skilled team of lawyers to focus on what you know best: practicing law.

To grow your customer base, you’ll first need to understand where and how your audience is searching for legal services. From there, you can begin developing a strategy to attract new cases.

immigration lawyer website

Step 1: High-Performance Website for Immigration Law Firm

Having a quality, functional website is the foundation of your online presence. Without a user-friendly, optimized website, you’ll have a significantly more difficult time getting the right eyes on your services.

The majority of potential clients start their search for a law firm online. Your website is a unique opportunity to connect with potential clients, help them understand your services, and ultimately hire you for the job.

Your website should list and explain your sources, introduce the team behind the practice, and be designed in a way that helps consumers get the information they need before deciding to hire your firm.

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Trustworthy Web Design

The design of your website will significantly impact how a potential client feels about interacting with your firm. If your design is clunky, outdated, and difficult to navigate, you’ll likely turn away perfectly valid leads.

At a bare minimum, the right web design for lawyers should feature the following aspects.


When’s the last time you purchased an item or used a company without reading reviews first? Trust is one of the most important factors that clients look for when deciding which law firm to choose. With stiff competition for immigration lawyers, it’s important to use your website to display testimonials from happy clients.

Encourage clients to write a review recapping their positive experience with your firm. The more 5-star reviews, the more confident potential clients will feel when hiring you for the job. Plus, these testimonials can be pushed out on your social media channels to spread word of mouth about how easy and stress-free it is to work with your legal team.

immigration attorney testimonial


Help your website visitors understand the full scope of your services through built-out service pages. These pages are a great way to highlight your areas of expertise and help visitors understand when you’d be the right law firm for their immigration law case.

Consider addressing a handful of frequently asked questions at the bottom of each service page to help potential clients understand their case’s specifics. Remember, your site’s language should be easy to understand, avoid using too much legal jargon that could be confusing to your audience.

About Section

Ensure your website features a page or section dedicated to telling your audience about your team’s background and qualifications. Adding a human element allows your potential audience to connect with you in a way that your service pages cannot.

About us pages are also beneficial to your firm’s search engine marketing efforts, helping improve your site’s chances of showing up in the right place at the right time.

Step 2: Determine a Marketing Plan for Your Immigration Law Firm

Now that you have an established, organized and functional website, you’ll want to focus on establishing a sound digital marketing strategy. One way to do this is by establishing marketing KPIs or key performance indicators.

KPIs are an integral part of a digital marketing strategy for immigration lawyers. The reason is that they keep your business’s goals in the front and center of your operations. The data surrounding KPIs can help you determine if you’re meeting your business objectives. If you aren’t, focusing on meeting these KPIs can help you get back on track.

Blindly measuring your law firm’s success may be enticing at first, but a long-term digital marketing strategy will ultimately bring significantly more value to your law firm.

Common examples of marketing KPIs for law firms include landing page conversions, marketing cost per click, the cost of acquiring a new client, website traffic, email marketing performance, and many more. Tailor your firm’s KPIs to reflect the needs of your business.

Revisit your KPIs regularly to ensure they are still relevant to your business. Make adjustments accordingly to keep your immigration on track throughout the year.

Step 3: Set Up an SEO For Imigration lawyers

If you’re not incorporating an SEO strategy into an immigration law firm’s site, you’re leaving leads and potential business on the table. SEO, also referred to as search engine optimization is one of the most important digital marketing strategies to help your law firm stay relevant on Google searches.

The underlying principle of SEO is simple: maximize your website’s online presence to generate leads. Examples of strategies that can boost SEO include on- and off-page optimizations, content creation, a fast page loading speed, optimized images, an updated blog section, outbound links, and endless more.

The higher your website ranks on Google’s search engine results page, the higher the chances that someone clicks on your site. The top result that shows up on Google has a 33 percent chance of being clicked. The right SEO strategy can help improve your chances of appearing on Google’s first page of results.

immigration attorney google search results

Make Your Website Easy to Navigate

A thoughtful, strategically organized is integral to your firm’s online presence. It’s easy to overlook this part of your website, but put yourself in the shoes of someone seeking another professional service. If you can’t quickly and easily find the information you need, you’ll likely lose patience and move onto a different company.

Not only does a well-organized website help keep clients happy, but it is beneficial for SEO. If a search engine can easily crawl your site and pick out the most valuable pieces of information, there are higher chances that your site will rank better on Google.

Keep navigation headers findable across the top of your site and make calls-to-action as clear as possible. You can use your website to guide users to valuable pages to help them ultimately make a conversion.

Provide Helpful Content

Content is one of the most important aspects of your website. Through well-written, informative and factual content, you can show off your expertise and create more shareable links that lead back to your site.

Your content should include researched keywords that represent how consumers are searching for your services on Google. Including these phrases is a simple way to connect with your audience.

Content refers to service pages and blogs and refers to informative videos and photos that can bring your company to life. Showing consumers the people and imagery behind your firm allows them to connect with you in a more meaningful way.

immigration attorney blog posts

Keep Clients Informed

Timely content updates to your website prove your firm is a helpful resource for those seeking an answer. Any time there is a change or an update to immigration, visas, or other relevant areas to your firm, capitalize on this opportunity.

It’s important to push out these updates directly after an announcement is made. Waiting weeks or even months to touch on these updates could result in lost conversions for your business.

Step 4: PPC for Immigration Attorneys to Boost Your Lead Flow

PPC, or pay-per-click advertising, is another important digital marketing strategy for immigration lawyers. When an ad appears on Google, social media platforms, or other affiliate sites, your firm will pay every time someone clicks on the ad.

There are many advantages to using PPC ads. These paid ads are highly customizable, and you can tailor them to your target demographic. They can help build brand awareness for your firm, and the data that stems from them is precious. PPC for immigration lawyers is also beneficial because they typically include relevant keywords to improve their chances of being found.

One disadvantage of PPC is how much time it takes to research, set up, and monitor your campaigns. This process cannot be completed overnight, and it requires expertise to execute properly. Plus, if your campaigns aren’t closely monitored, it can result in excess money spent.

immigration lawyer ppc keywords

Choose the Right Keywords to Target

The keywords used in your pay-per-click campaigns should be relevant to how consumers find your services. To ensure you are using the right keywords, keyword research is required. How is your audience using search engines to find a law firm?

Use your services and local geographies to create highly targeted paid advertising campaigns. It would be best if you revisited keywords often to keep them as accurate and effective as possible.

Set Up a Negative Keyword List

Negative keywords will prevent your ads from appearing when a keyword or keyword phrase is typed into the search engine. You can use both broad-match and exact-match negative keywords to help further improve your paid ad results.

Too many negative keywords may reduce your online visibility, so be careful not to use too many at any given time.

For example, as an immigration lawyer, you may include negative keywords such as “personal injury lawyer” or “Social Security disability lawyer,” so your website doesn’t show up after these searches.

Choose Local Keywords to Target

Keep your business close to home by choosing local keywords. Local keywords include geography-specific information to help appeal to local search engine optimization. They allow you to rise above your competition and increase your qualified traffic.

Step 5: Connect with Your Audience Through Social Media

Your digital marketing strategy’s final facet should consist of harnessing your social media profiles to connect with your audience. Social media for immigration lawyers is an easy way to provide useful information and stay top of mind.

Consistency is key in building a strong social media presence. Use relevant, high-quality images and link back to your website to generate more traffic.

immigration lawyer facebook page


Through the right digital marketing strategy, immigration lawyers can vastly improve their business and rise above their competitors. If you aren’t sure where to start building your strategy or if your website needs a revamp, our expert team at Comrade is happy to help!

Let’s get started with a free, no-obligation consultation and website audit. From there, we will work to customize a strategy for your law firm.

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Frequently Asked Questions

Is it legal for immigration attorneys to advertise in the US?

Lawyer advertisement is legal in the US, although it is subject to state bar association ethics guidelines. Ads on television and in newspapers, email marketing, law firm blogs, digital marketing, and social media business pages are all popular types of lawyer advertising.

I have many referrals as clients. Should I additionally market my immigration law firm online?

It makes no difference how many referrals your law firm has. When looking for a product or service, people are more likely to turn to Google nowadays than the phone book. That is why you should make it as simple as possible for prospective clients to locate you. You should aggressively promote your law firm online to achieve this goal.

How do I make my immigration law firm stand out?

The legal world is very competitive. It's hard to stand out when every law firm offers the same services. Launching a digital marketing strategy that will make your law firm more visible, effective, and customer-oriented is one of the most successful ways to promote your law firm.

I hope you enjoy reading this blog post.

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About the Author
Stan Bogdashin
Stan co-founded Comrade Digital Marketing and serves as its marketing strategist and IT expert recruiter.
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