Digital PR & Link Building for Law Firms

We use three types of PR strategies to improve the online visibility of our clients. These are reactive PR, data-led campaigns, and expert commentary campaigns. Find out more about these PR strategies here. We also use guest post outreach link-building to improve the domain rating (DR) of our clients’ websites. These three approaches are what we’ve found to be the most effective over years of bespoke practice with multiple law firms, using reach and engagement to measure success and hone our techniques.

Domain Rating or DR is a metric used by Ahrefs to determine the relative strength of a website’s backlink profile. This can also be referred to as Domain Authority (DA), which is the metric used by Moz.

Essentially, the domain rating can help us to predict how likely it is that a page will rank well in a search engine, which is an invaluable metric for us to see how successfully your page(s) will perform and how readily they’ll be found.

Simply put, link building is the process of getting other websites to link back to your website. The act of attaining these links - especially on sites that have high DRs and relevant themes to the client helps to improve client authority over time. This can eventually lead to a boost in search engine rankings.

Traditional PR has historically included printed newspaper and magazine, television, and radio coverage. In comparison, digital PR encompasses obtaining guest posts on other websites, online news coverage, creating online linkable content like infographics and blogs, and PR campaigns.

Both are excellent strategies for your law firm, but digital PR techniques can provide accessible and understandable metrics compared to traditional techniques. What’s more, in a world where online is becoming the norm, a digital PR strategy is modernised and optimal for reaching the largest demographic in an area they frequent already. Find out more about traditional PR vs digital PR here.

Whilst we specialise in digital PR, please get in touch if you aren’t sure whether digital PR or traditional PR is right for your law firm. Each law firm will have a different demographic, and if you aren’t sure how yours will engage with social media, for example, if your clientele is largely elderly, then we can discuss your options with you.  

Yes! With digital PR, we help your law firm to get coverage on online news platforms. This can take on many forms, such as interviews, data-led campaign announcements, coverage of your firm’s charitable efforts, and retold case studies to celebrate your success. Your coverage might also appear on local or national news platforms or,  on legal news sites, or both! There is a wealth of options, and our focused approach will aim to promote you in the most effective way, focusing on getting you news coverage if that is your particular goal.

There are many ways to tangibly measure the success of your digital PR campaign, which will coincide with improving brand awareness and amplifying you as a thought leader in your industry. Some of these include measuring the number of links or brand mentions, and improved traffic and search engine rankings. Find out more about how we measure the success of digital PR strategies here.

A brand mention is when a website cites your brand name within their content. A link is when the website sources you by including a link to your website within their article. The two can accompany one another, and both have their respective pros and cons, but, the biggest difference is that a link cuts out the need for the client to navigate through the searching process, which cuts out any distractions or frustration in getting there. This, among other things such as authority, gives it the edge over a brand mention. We’ll always strive to solidify links in your digital PR strategy, but a mention is also a big step towards getting your name out there.

Our Digital PR team keep up to date with current industry news, debates, and law changes, as well as pop culture topics and data releases. They spend time brainstorming campaign ideas for our clients based on this research, and come up with various story ideas and angles from this. The team then work collaboratively with our client to decide on a campaign idea that would work best for them. The team then finalise their news angles (which may sometimes require data handling to find interesting statistical stories), write relevant landing pages, press releases, and emails, build contact lists, and send the stories to relevant journalists.

Yes. A very effective method of digital PR is to provide local news angles on behalf of our clients, and pitching these to local news sites. For example, we may find statistics from a reputable source for a specific location, create a newsworthy angle from this, and approach local journalists with the story. This can help to boost the client’s search rankings and brand image in their local area.

No. The nature of digital PR means we cannot guarantee a campaign achieves news coverage. However, the more consistent we are with executing digital PR campaigns for our clients, the more likely we are to achieve coverage through understanding the client’s needs and services more clearly and building a rapport with journalists in the field.

Yes. Although we will do the bulk of the work, including writing up any quotations for approval, the client will be required to approve ideas and content promptly for us to move forward with our campaigns. This way we can keep you in the loop, and you’ll know exactly where we are in the process, what to expect, and how we’re representing you.