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Interactive marketing is becoming increasingly popular. If you are wondering what we mean by “interactive,” the most common example is online quizzes. Any online tool that allows the user to choose their path for receiving information is considered to be interactive.

What is interactive marketing in the legal industry?

Attorneys can create content that allows the browser to engage with their content like other industries do. A law firm’s website could use a quiz, infographics, calculators, or other visualizations that encourage the visitor to engage with the website. Browsers tend to spend more time on a website that encourages them to actively engage much longer than a site where they passively read or listen to content.

Why does interactive marketing work?

Most online browsers have a short attention span. They are quickly scanning content searching for something that grabs their interest. Content that urges them to engage accomplishes this effectively. Interactive content increases views, which results in more brand awareness for your law firm.

Another reason interactive marketing is effective is because the browsers who react to your content are the clients you want to target. It has the potential to vastly improve your conversion rates. Interactive content also allows your firm to collect potential client information. You can use this information to better convert them into actual clients.

Finally, interactive content permits the user to provide your law firm with feedback. You can use this feedback to understand what is working on your website and what you should remove or replace.

Examples of Effective Interactive Content

Interactive content exists in a variety of ways, but below are a few examples of how your law firm could implement it into your legal marketing strategy:


Create a quiz that helps the user determine if they need to hire a lawyer, if they are ready for divorce, or whatever else is applicable to your areas of practice. Browsers are already interested in learning more about legal services, or they would not be on your website. A quiz engages the user because they expect to receive customized results. Increasing engagement with your website results in the user feeling more of a connection with your firm, which ultimately gives you a competitive edge.

Surveys and Polls

A law firm can use a survey or poll to learn more about their target audience while also educating them. Whether you ask followers their opinion on current events or their experience with certain legal issues, a survey or poll is the perfect way to collect information. For example, a bankruptcy attorney could create a quiz to help determine if Chapter 7 or Chapter 13 bankruptcy would be more beneficial to the user. Your law firm can gain insight into what browsers are interested in, what legal needs they have, and other challenges you can assist them with. This data provides a guide for future content and how to focus your marketing efforts, while also providing information for direct contact to potential clients.


An interactive infographic is effective in grabbing the reader’s attention because it simplifies information in a colorful way. You can ask the reader to click on which infographic describes their legal situation or even have them click through the images as a slide show. Get creative in ways to keep browsers on your site!


Even legal websites can use pop-ups! For example, create a glossary for explaining legal terms or technicalities. A pop-up is quicker and more conducive to learning than flipping back and forth to a different website. Simply highlight a term that may need further explaining so the user can click on it and more detailed information pops up. This keeps the browser on your website for longer because they are engaged and not distracted by searching for further explanation for a term.

The Rainmaker Institute Can Elevate Your Marketing

If you are ready to create a strong and effective legal marketing strategy, The Rainmaker Institute can help with interactive content, videos and much more.

People hire attorneys they feel a connection with. If a visitor cannot locate or doesn’t connect with your website, then chances are they aren’t going to call you. We focus on boosting your visibility online and converting browsers into believers.

To learn more about how we can take your legal marketing to the next level, contact us using our convenient online form or call us at 480.347.9800.