Most people only look for a lawyer a few times in their life. When they do, something has usually gone wrong, or something big is about to happen.
That changes how they search and how they decide. This guide covers the practical side of marketing a Perth law firm, from the first search to the first phone call.
It sits under our law firm marketing page, which explains how SLINKY works with Perth practices.
What clients search for and how they choose
Legal searches are specific. People rarely type “lawyer Perth”. They type “contested will lawyer Perth”, “unfair dismissal claim WA”, or “how long does a divorce take in WA”.
Many searches are questions asked before the person knows they need a lawyer at all. Someone with a building dispute might search for what a Building Commission complaint involves before they think about a construction lawyer.
Location still matters. A family law client in Joondalup may prefer a firm in the northern suburbs. A business client is usually happy to come into the CBD or West Perth.
When people compare firms, they look for signs of competence and fit. That means clear practice areas, real people with real profiles, and some sense of how the first conversation will work and what it will cost.
The website
Pages it needs
Each practice area deserves its own page. A single “Our Services” page listing family, commercial and estates work will not rank or convert well for any of them.
Where a practice area is broad, split it further. Family law might have pages for property settlement, parenting arrangements and divorce. Estates work might separate wills, probate and contested estates.
- A page per practice area, written for the client, not for other lawyers
- Lawyer profiles with admission dates, areas of focus and a proper photo
- A clear explanation of how an initial consultation works, including whether there is a fee
- Office locations with parking and transport notes
- Plain English answers to common questions
Trust signals
Clients want to know who they will actually deal with. Real photos of your team carry more weight than stock images of gavels and scales.
Memberships such as the Law Society of Western Australia, any accreditations you genuinely hold, and published articles all help. Keep them accurate and current.
The enquiry path
Legal enquiries are often sensitive. Keep the contact form short and explain what happens after someone submits it.
Let people choose a practice area on the form so the right lawyer sees it first. Put your phone number in the header and make it tappable on mobile.
Avoid asking for detailed case facts in an open web form. A short note saying the conversation is confidential, and that a lawyer will call back, is usually enough.
Our web design team builds legal sites around this kind of enquiry path.
Google Business Profile and reviews
Your Google Business Profile is often the first thing a prospective client sees, especially on a phone. Set it up for each office, with the right primary category such as “Law firm”, “Family law attorney” or “Employment attorney”.
Add your practice areas as services. Post updates about changes in the law that affect your clients, new team members or seminars.
Reviews matter, but asking for them needs care. Many clients will not want their legal matter linked to their name in public. Ask gently, never offer anything in return, and accept that some clients will say no.
Reply to reviews without confirming that the reviewer was a client or discussing their matter. A short, polite thank you is safest.
Content worth writing
Good legal content answers the questions people ask before they call. It should be written for WA, because the law and the processes often differ between states.
- Explainers on WA processes, such as how the Family Court of Western Australia handles property matters
- What happens at a first meeting, and what documents to bring
- Timeframes and costs explained in general terms, with clear caveats
- Updates when legislation or court practice changes
- Guides for business clients, such as what to check before signing a commercial lease
Every article should note that it is general information, not legal advice. Have a lawyer review it before it goes live.
Content like this supports your SEO over time, because it gives Google a clear picture of what each practice area covers.
Paid ads
Google Ads can put your firm in front of people with an urgent need, such as someone facing a criminal charge or a just-terminated employee.
Legal clicks can be expensive, so tight targeting and good landing pages matter more than in most trades. Our page on Google Ads for law firms in Perth covers the detail.
Social media and email
LinkedIn suits commercial, employment and property firms, where your clients are business owners and referrers. Short posts on changes in the law, written by the lawyer, tend to work best.
Facebook and Instagram can help family and estates firms build familiarity, but keep posts general and avoid anything that looks like advice to a specific situation. See our social media marketing page for more.
Email works well for past clients and referrers. A quarterly update for accountants and financial advisers who refer work can keep your firm front of mind. Our email marketing service can set this up.
Professional conduct rules
Western Australia has applied the Legal Profession Uniform Law since 1 July 2022. Solicitors are bound by the Australian Solicitors’ Conduct Rules, which say advertising must not be false, misleading or deceptive, or likely to be.
The Australian Consumer Law also applies to your marketing.
In practice, take care with:
- Words like “specialist” or “expert”, unless you hold a recognised accreditation that supports them
- Claims about success rates or outcomes that cannot be backed up
- “No win, no fee” wording without the conditions clearly stated
- Client testimonials that could mislead or reveal confidential information
- Comparisons with other firms
The rules and their interpretation change from time to time. Check with the Legal Practice Board of Western Australia or the Law Society if you are unsure about a particular claim.
Measuring enquiries
Track every enquiry back to where it came from. That means form submissions and phone calls, including clicks on your phone number from mobile.
Ask new clients how they found you and record it in your practice management system. Compare that against your website data each month.
Look past the enquiry count. One commercial litigation matter can be worth far more than a dozen general enquiries, so track enquiries by practice area where you can.
Our broader digital marketing work includes setting up this tracking properly.
A short checklist
- One page for each practice area, with sub-pages for the big ones
- Lawyer profiles with real photos and admission details
- Clear information on the initial consultation and any fee
- A short, confidential enquiry form and a tappable phone number
- Google Business Profile set up for each office
- A gentle, consistent approach to asking for reviews
- WA-specific articles, reviewed by a lawyer
- Marketing claims checked against the conduct rules
- Calls and forms tracked by source and practice area
If you’d like help with your firm’s marketing, SLINKY has been working with Perth businesses since 1998. You’ll deal directly with senior people, and there are no lock-in contracts. Ask us for a free quote.
