Hey, Big Shot! 👋 So, you’re expanding your practice. Or maybe you’re just packing up your piles of files and briefs and moving the practice across the country! Either way, you’re in the right place. Multi-location marketing for law firms presents unique challenges in terms of SEO, content, PPC, and web presence—but we love a challenge.
Even firms with multiple offices already up and running can run into trouble—think inconsistent NAP info, duplicate location pages, or cannibalized rankings. Cleaning up and consolidating your digital presence is just as critical as launching into a brand-new market.
Take one of our longtime clients—a Phoenix-based personal injury firm that wanted to expand their practice into the neighboring legal markets in Yuma and Tucson. They had absolutely no digital presence and were unranked for all relevant keywords. Rather than offering up manpower moving services and flying out to help them open new physical offices in those cities, we built them a tailor-made comprehensive hyper-local SEO/content/web strategy. Over a 3-year period, they’ve seen steady growth, significant market share in their targeted areas, and an expanded digital footprint. All on a modest budget (a fraction of the cost of a second lease!).
And expansion doesn’t always mean entering a new market from square one. Your firm may already have multiple office locations but aren’t seeing the kind of traction they need to grow—culprits could include inconsistent NAP details, duplicate webpages, competing keyword optimization, or self-sabotaging local rankings. Even with an established presence, without a cohesive multi-location strategy, your growth will stall. Getting your digital house in order is just as critical as planting a flag in new markets.
Sure, you can open up a law office by signing the lease, loading in some furniture, and throwing your logo on the door. But if you want to dominate in your new location or capture ancillary markets without massive time or budget commitments, you’ll need to include some strong multi-location marketing strategies on your checklist. That’s where we come in. We designed a solution called Rapid Reach in response to exactly this kind of pain point: how do you expand your digital reach to match your market ambitions? Law firms aren’t just serving their ZIP code anymore. And your digital strategy shouldn’t be confined by it either.
What is Multi-Location Marketing?
Multi-location marketing engages specific SEO, PPC, web design, and branding strategies that ensure your law firm’s visibility in every locality you serve. If you have more than one office, or a new location on the horizon, you need each of them to show up clearly and correctly in the right local search markets. When someone Googles something like “personal injury lawyer Denver,” you want your nearest office to populate first, not your main law office 200 miles away. Or maybe you only have one physical firm location—in Denver—but you want to grow your Colorado Springs clientele. The tactics will vary depending on your setup and ultimate goal, but the basics remain the same: accurate listings, localized landing pages, and a strong local presence, giving your firm visibility in all its markets.
You might need multi-location marketing if you’re:
- Opening a second (or third, or tenth!) office
- Picking up and moving your law firm to a new city or state
- Expanding your service area beyond your city/state/region
- Splitting off a new firm or creating a second brand under the same name
- Rebranding or consolidating under a new name
- Trying to grow your client base in nearby cities without opening a new office
Multi-location marketing positions your law firm as a local authority in all the communities you serve. With dedicated efforts over time, you can move beyond basic map pack visibility—embedding your firm in each market as a recognized, trusted presence.
Why Multi-Location Marketing Needs a Unique Approach
So, all the instances in which you’ll want to engage with specific multi-location SEO center around geography. This is because proximity is Google’s most heavily weighted factor in local search results, which means it will try to serve the best and most relevant results nearest to their location. It’s critical to map pack placement, but also for local search in general. Your leads will be signaling local intent with their search terms—”immigration lawyer near me”—so it’s critical for Google to understand your firm’s relevance to that user’s area.
But how? How can you signal to Google that you are relevant to that lead halfway across the state? Geo-targeted landing pages, for one. Google serves hyper-personalized results, so it’s time to get hyper-local in your content strategy. Geographically targeted keywords can help you optimize landing pages on the market level, which is crucial. But that’s just one piece of the overall strategy, which has to include foundational local SEO work including:
- Local listings management and consistent NAP data
- Review generation to boost map pack visibility
- Location-specific web content to reinforce geographic relevance
- On-page SEO and internal linking that supports multi-location structure
What Is Our Solution For Law Firms?
Rapid Reach is a new service we built out to tackle the single most time- and effort-intensive aspects of marketing for firms in multiple locations. With a combination of emerging AI tools and local SEO fundamentals, we use Rapid Reach to create geo-targeted, optimized landing pages at scale—custom content, built to reach your precise target audience. Get the full details on what it entails here.
Instead of spending months slowly building out content for each new area, your firm can roll out an entire expansion roadmap in a fraction of the time, while still preserving your voice, brand, and technical performance. And we don’t believe in sacrificing quality for speed—and more importantly, neither does Google. This approach to local landing pages is structured for long-term growth and aligned with how people actually search for lawyers in these markets.
Insight Into Our Strategies
A look at the core tactics we use to expand your digital footprint without blowing up your brand or budget.
Hyper-Local Content (At Scale)
We use geo-targeted landing pages to connect your services to the locations you serve—or want to serve. With Rapid Reach, we can roll out dozens (or hundreds) of market-specific pages quickly, without cutting corners on quality or SEO.
Geo-Targeted PPC Campaigns
We pair your core legal services with geographically relevant keywords and bid accordingly. It’s how we get your firm in front of qualified leads who are ready to hire in your market—not someone three cities away still Googling “what to do after a car accident.”
Website or Brand Consolidation or Expansion
When you’re expanding or moving, you don’t need a new domain. We structure your existing site to support multiple locations without diluting your authority. No duplicate content, no competing sites—just one clean, scalable digital home.
Local SEO Fundamentals
We handle the technical but critical stuff: cleaning up NAP data, optimizing your Google Business listings, reinforcing geo-relevance across your site, and collecting reviews where it counts.
Mapping Our Wins: Multi-Marketing Client Success Stories
One of our long-time clients made the leap from Boston to Los Angeles—two cities, two very different markets, and a lot at stake. He couldn’t afford to lose visibility in Boston while trying to establish himself in L.A., so we helped him build a fully separate digital footprint from the ground up. That meant a new site, new content, a fresh reviews strategy, and a highly localized SEO approach. Within the year, he was ranking in the top 5 for competitive search terms (“Los Angeles immigration attorney”). Over time, organic traffic rose by more than 1,500%, and total leads jumped by over 700%. He’s now running thriving law offices in both cities. Read the full case study here.
In a recent client campaign, we published 375 geo-targeted pages across 8 law firm websites using our Rapid Reach program. A quarter later, we measured the impact: a 714% increase in average traffic to those pages, 42% higher average keyword rankings, and a 53% lift in total leads. Find more details on our results here.
A Note On AI and Multi-Location Marketing: The SERP is always changing. Not only has search changed entirely (and continues to), but so do our strategies, solutions, and tactics. We move with the times and the tech, so whatever the future of multi-location marketing looks like, we’ll be breaking through, decoding the changes, and helping firms succeed. It’s what we do.
Opening a new office or looking to expand your practice area? Let’s talk about where you are and where you’re aiming to grow.
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.