I've experimented with a very broad range of advertising tools, but the ones below are what we're using right now. Sure, there are other tools that are definitely competitive with what's listed below, but dollar-for-dollar, feature-for-feature, these are my software and services picks for marketing and management tools for law firms.
I personally use or have clients using all of these tools. Full disclosure, some of these links are affiliate links that may pay me a commission.
Leadpages – Leadpages is the key to high converting landing pages. It’s easy to set up and use, the customer service is great, and it works! We get fantastic results with Leadpages and I insist on using their landing pages for all PPC campaigns, and that's pretty much all you need to know.
ConvertKit - This is my go-to email marketing provider these days. I used Aweber for years and while their product is still great, ConvertKit gives me access to a lot of marketing automation functions and some CRM functions that can be really helpful for measuring performance and optimizing for growth.
WPEngine – We host all of our clients’ sites with WPEngine. They’re reliable, have great security and support, and you can host multiple sites within each account. Setting up with WPEngine is quick and their servers are powerful enough to scale up into 6 figures in monthly traffic.
GSuite – This one is pretty easy to figure out. I use Gmail for my email system, and I use Google Docs/Drive for some Adwords related stuff. I also use Google Voice for phone numbers.
Yoast WP SEO plugin – Because I’m not an SEO person, I can’t say a ton about this plugin. What I can say is that it’s made a big jump in my traffic numbers, it’s helped with the traffic numbers on a few of my clients’ sites, and I love that there’s a free version. If you’re using WordPress, definitely try it out. It’ll help you keep your writing on track for SEO, but it’s also doing a bunch of background stuff (again, the Analytics numbers are good, so it must be working).
Clio - I've been hesitant to recommend one CRM over another in previous years, but Clio has been adding features and integrations like crazy and it checks all the boxes I can think of when it comes to CRMs for law firms. Obviously larger firms will find value in features from providers like SalesForce and HubSpot, but starting at $40 per user per month, Clio is a great option for everyone from solos to firms with anywhere from 2-25 attorneys.
CallTrackingMetrics - Call tracking is by no means something I swear by, and I don't insist on implementing it for every firm. But when we do focus on calls as a key performance indicator, CallTrackingMetrics provides detailed data about callers and integrations with Google Ads/Analytics and Facebook Ads. For firms that do a high volume of phone intakes, call tracking can give you excellent data on your marketing and customer service.
99designs - Design is important, but it's not something that should really be important to you -- you need design work to be done in the background, and that's exactly where 99designs fits in. Write and submit your brief and get potentially hundreds of different designs from different designers without having to dig through portfolios and resumes. Whenever I don't have a clear idea of the image I'm trying to have created, I go to 99designs so I can see tons of different variations and styles on my logo. It's almost as easy as buying a logo "off the shelf."
Mailchimp – Mailchimp is a great tool for building an email list. They do also offer autoresponder services and integration with Clio and Facebook Ads, but I still prefer ConvertKit’s interface when it comes to autoresponders. That said, Mailchimp is awesome for your email list, and easily integrates with tons of software.
SuperMetrics - Perhaps not the sexiest of the software I've talked about on this page, SuperMetrics is a key element of the reporting and tracking side of my marketing. I primarily use SuperMetrics to pull all my Facebook Ads data into Google Sheets, and then display that data in reports in Google Data Studio. Being able to compile and effectively analyze marketing data is critical when it comes to having high-performing campaigns, and SuperMetrics makes that much easier.
Zapier - There are a lot of competitors in the automation space today, but Zapier is king. As more apps develop integrations with other apps we use, we've been able to become less reliant on Zapier, but it's still a core part of all of our marketing. Zapier helps us automate back-end tasks like moving data from Facebook Lead Ads to ConvertKit and Clio, as well as notifying team members of new leads. Zapier is really great for creating automations between apps that don't directly integrate, but there are a ton of other time-saving Zaps you can create for your business (the list goes on and on).
Magic - As the name implies, we don't really know what goes on behind the scenes at Magic, but they get stuff done. There are a million ways to integrate an assistant service like Magic into your life and business, but that doesn't mean you need to use it for all of them. I use Magic to bridge the gap and deal with simple projects or repetitive tasks that would eat up too much of my or my team's time Research tasks are great for Magic, mass document changes, repetitive tasks that can't be automated with Zapier -- even tasks that only occur once a week.
Dropbox – I use Dropbox to back up pretty much everything. I have a dedicated backup software (below), but I use Dropbox to store all of my photos, documents, etc. I can access them from my MacBook or phone via the mobile apps, but I can also go and download a file via the browser if I need to use a computer that isn’t mine. This link will also get you 500mb of free space, but plans get cheaper and cheaper every year.
Backblaze – Backblaze is my backup software. It’s really cheap, runs in the background of my laptop, and I can sleep a little better at night knowing that if something goes wrong, I’ll be able to get all of my data back. If you don’t have a system for backing everything on your computer up, this is a good one.
Google Data Studio – This is my current PPC reporting software. I’ve tested out a lot of different tools for delivering client reports, but Google Data Studio is directly integrated with all your favorite Google products, and provides great visualizations for pretty much any data you plug in to it. With Google Sheets integration, you can even add data from other ad networks like Facebook or Yahoo.