On the eve of 2025, amidst a year of relentless digital change, one theme stands out in legal marketing: adaptability. As a demonstration of how much has happened this year, remember that Google only launched its AI Overviews in May of this year. The rapid integration of AI and other emergent technologies has resulted in new client expectations, new rules and regulations, and an ever-evolving “new normal.” Your firm’s biggest marketing asset for 2025 is its ability to expect the unexpected—adjusting to trends, accepting new norms, and continuously recalibrating marketing. But what coming changes are we adapting to? Here are five trends we see shaping the future of legal marketing.
The Top 5 Legal Marketing Trends of 2025
1. Artificial Intelligence
You just can’t escape it! In 2025, we anticipate even more refined tools and AI software to streamline legal work across the board—research, document management and comparisons, email sorting, contract analyses, even brief drafting. Because advanced technology changes client expectations, it’s a good idea to embrace the possibility of improved operational efficiencies. Google, Apple, and other tech giants’ embrace of AI means that it’s likely here to stay—it’s integrated into the new iPhone 16; Tesla, Mercedes-Benz, and Volkswagen all produce cars with built-in AI. This new Artisan AI BDR software marks the first time we’ve seen the phrase “AI employees” used in copy.
2. Quality Over Quantity
In line with prioritizing client needs, Google has stated and shown that its algorithms increasingly favor high-quality, accessible content. Forget the “SEO word count”—it no longer works to churn out content or launch campaigns solely for the sake of visibility. Focus on your niche and determine what kind of information your clients (or potential clients) need. Focus on your niche by identifying what kind of information your clients (or potential clients) need most. Scrape your site and use keyword research tools and analytics to uncover content gaps on your site and target long-tail keywords that address these needs directly. Google also looks for strong authorship cues like links to dedicated author pages and social media profiles.
3. Intentional Backlinks
Backlinking continues to be an integral facet of SEO strategy, but there are de practices—and Google is applying more scrutiny than ever before. Good backlinks begin with good content (see #2 above) and a willingness to follow the rules. Focus on establishing yourself and your firm as an authoritative source of information in your practice and service areas. Earn blog backlinks from established and relevant domains by writing articles on your own site or by guest-blogging. Consistent with the next item (see #4 below), we here at Nifty are a big fan of local links—directories, local guides, alumni sites and scholarship funds, map apps are all juicy low-hanging fruit. We also have this whole guide for you to use. <3
4. Local Everything
According to Hubspot, almost 50% of searches have local intent (2024). Google has confirmed that proximity is one of the most heavily weighted factors in search results. Whether or not users looking for legal services specify local intent or not, Google will try to show them the best and most relevant results nearest to their location. Funnily enough, Nifty just launched our new Rapid Reach program, which combines emerging AI and SEO best practices (+ our decade of experience in legal marketing) to create geographically-targeted pages at scale. Google Business also remains a heavy-hitter in terms of local relevance—update hours seasonally and photos annually; respond to reviews promptly, use the updates/posts section, and fill all available fields.
5. Digital Omnipresence
GoDaddy released survey results in November 2024 showing 80% of Gen Z and Millennial consumers research small businesses online before making first-time purchases. Lawyers, read “making first-time purchases” as “making first-time inquiries” because this stat applies across industries. Digging deeper, 56% avoid businesses without reviews, and 74% say that lack of recent social media activity damages the perceived credibility of a business. The future of marketing sounds a whole lot like “get online or get left behind!” Digital presence is a non-negotiable, but its definition isn’t quite concrete. “Online presence” to some business owners means running an active Facebook page. For others, it means a solid website and maybe a Google Business profile. Neither social media nor a website alone is enough—though a website is should be the epicenter of your online activity—you should be findable everywhere your leads are looking, including local directories, Maps apps, and even email inboxes.
Nifty Tip: as we approach the end of the year, keep in mind the natural ebb and flow of incoming leads and web traffic. We’ve observed that some legal niches tend to see seasonal dips in traffic and calls during the holidays—check your historical data: if it’s seasonal, lean into it—but even if it isn’t, start thinking now about how to bounce back strong.
At the heart of every great marketing plan is a simple truth: your clients should always be the center of your strategy. Sure, we’re all aiming to please the algorithmic gods, chasing search rankings and hoping for miraculous strokes of luck (or long-term steady growth! We aren’t picky!). Stay adaptable in your marketing strategy, and your firm can survive just about anything—an AI apocalypse, a new social media platform, a Google monopoly breakup, even the rise of robot lawyers.
Kick 2025 off with a free Nifty strategy session—we’re a click away!
Hannah Bollman is Nifty’s talented and dynamic Content & Brand Manager. She develops compelling content across blogs, newsletters, social media, and ad campaigns, ensuring alignment with Nifty’s voice and mission. With a background in SEO, content marketing, and stand-up, Hannah brings a unique mix of creativity, strategy, and humor to everything she does. When she’s not shaping Nifty’s brand or growing visibility for legal clients, she’s on a run, on her bike, or enjoying a delicious falafel sammich.