Marketing plays a critical role in the success of any law firm. Legal marketing refers to the strategies and tactics law firms employ to attract new clients, build brand awareness, and promote their services. While the actual practice of law is the firm’s product, marketing is what drives new business and revenue. Without an effective marketing plan, even the most talented attorneys will struggle to build a sustainable practice.
Why is marketing important for law firms?
There are several key reasons why law firms must prioritize their marketing efforts:
1. Increases brand visibility
The legal market is highly competitive. There are often multiple law firms vying for the same type of clients within a given geographic region. Marketing initiatives help set a firm apart from competitors by highlighting its unique strengths, expertise, and approach. This brand building makes the firm more memorable to potential clients.
2. Attracts new clients
At its core, legal marketing seeks to make a firm’s services known and accessible to prospective clients. Traditional and digital advertising, content marketing, referrals, and networking are all channels that can generate new client leads. Without marketing, many qualified prospects would simply never think to contact the firm.
3. Supports client retention
Beyond bringing in new business, marketing also plays a role in retaining existing clients. Keeping clients informed about a firm’s evolving services, key personnel, and achievements helps nurture these relationships. Clients want to feel like they are working with a respected leader in the legal industry.
4. Drives revenue growth
Ultimately, an effective marketing strategy makes it possible to continually grow a firm’s book of business. When they have a steady influx of new clients from marketing activities, firms are able to boost billable hours, increase rates, and hire additional attorneys. Revenue goes up when marketing successfully brings in qualified leads.
What are the key legal marketing strategies?
Some of the most impactful marketing tactics law firms leverage include:
Client referrals
Referrals from current satisfied clients tend to convert at high rates. Law firms encourage referrals by consistently providing excellent service and asking clients to recommend them. Typically, partners will tap into their personal and professional networks to find referral sources. Many firms formalize the referral process through a rewards program.
Networking & events
Joining relevant legal and professional associations provides access to networking events. Law firm attorneys also network at conferences, charity events, client receptions, and other gatherings. In-person networking allows them to share credentials, get referrals, and get to know potential clients.
Website & online profile
A law firm’s website is often the first touchpoint for prospective clients. An informative site with optimized pages focused on specific practice areas can generate leads. Profiles on directories like Avvo and Martindale-Hubbell also improve visibility.
Content marketing
Blogs, newsletters, webinars, videos, and other informative content serve as helpful legal resources while positioning attorneys as thought leaders. This content marketing indirectly markets the firm’s services. SEO optimized content also boosts web visibility.
Public relations
Press releases announcing new hires, big client wins, settlements, and community involvement get legal firms earned media placements. Positive news coverage raises the profile of the firm and individual attorneys. Some firms also leverage speaking engagements and awards submissions.
Paid advertising
Different forms of paid advertising help law firms get in front of prospects actively searching for legal counsel. Options include pay-per-click (PPC) web ads, banner ads on industry sites, sponsored social posts, and directory listings. Advertising allows custom targeting by practice area, location, and demographics.
Social media
Business-oriented social media accounts on platforms like LinkedIn showcase expertise while enabling direct engagement with prospects. Social campaigns can efficiently get legal content and offers in front of relevant audiences. Social also facilitates networking and referrals.
What marketing tactics work best for law firms?
Certain legal marketing tactics stand out when it comes to return on investment (ROI) and driving new business. The most effective initiatives include:
Client referrals
Referred clients from existing satisfied clients convert at the highest rates. Referral programs and networking ensure a steady stream of these highly qualified prospects.
Professional networks
Joining and actively engaging with professional legal organizations and bar associations generates strong prospect leads. Getting to know fellow attorneys pays dividends.
Web optimization
Optimizing a firm’s website for relevant keywords and law-related search queries allows it to be discovered by searchers—the closest thing to free leads.
Content offers
Offering free legal guides, checklists, and other resources in exchange for contact info attracts new prospects into the sales funnel.
Reviews & awards
Positive online reviews and profiles, along with nominations for legal awards, boost credibility. Prospects rely heavily on third-party validation and peer recognition.
Retargeting ads
Serving remarketing banner ads across the web to past site visitors keeps the firm top of mind during the consideration process.
Email newsletters
Regular email newsletters or alerts demonstrate the firm’s expertise while keeping prospective clients engaged over time.
What marketing tactics should law firms avoid?
Some common legal marketing approaches provide little upside or could even damage the firm’s reputation:
Blatant self-promotion
Avoid coming across as overly salesy or self congratulatory. Prospects prefer understated competence and proven expertise.
Purchased lists
Cold contacting names on generic lead lists almost never converts into clients. Response rates are extremely low.
Overusing legal jargon
Content written in plain language performs better. Too much confusing legalese turns prospects away.
Stale, outdated content
Old, obsolete website content hurts credibility and SEO rankings. Information should be reviewed and refreshed regularly.
Gimmicky tactics
Avoid marketing stunts that could be seen as overly sensational or desperate. Maintain a professional brand image.
Anything misleading
Never misrepresent experience or exaggerate claims. Transparency and honesty is mandatory.
What marketing tactics are unique to law firms?
Certain legal marketing tactics have been developed specifically with law firms in mind:
Client alerts
Alerts with updates on new rulings, regulations, and laws relevant to existing clients foster ongoing relationships.
NLJ 250 recognition
The National Law Journal’s annual list of the top U.S. law firms carries prestige that impresses prospects.
Martindale-Hubbell ratings
The AV Preeminent and Client Distinction designations from this directory indicate positive peer recognition.
Avvo advertising
This legal services marketplace enables attorney profile development and paid ad campaigns targeting site users.
Lawyer directories
Inclusion in reputable local, regional, and national directories like FindLaw and Lawyers.com expands visibility.
CLE seminars
Hosting continuing legal education (CLE) seminars positions attorneys as subject matter experts while generating prospect leads.
What does an effective law firm marketing plan include?
A comprehensive legal marketing plan incorporates a mix of strategies designed to achieve specific growth goals. Key elements include:
Ideal client profile
Outlines the attributes of your best clients so marketing can be tailored accordingly, including demographics, needs, and location.
SWOT analysis
Assesses the firm’s strengths, weaknesses, opportunities, and threats to inform strategies.
Competitive analysis
Profiles competitor firms’ marketing activities, positioning, and successes.
Marketing budget
Details the human and financial resources allocated to support implementation of strategies.
Tactics calendar
Plots specific initiatives and campaigns on a timeline to achieve rhythmic, sustained marketing.
Automation
Leverages technology like CRM and marketing automation to streamline and scale tactics.
Metrics & reporting
Tracks key performance indicators (KPIs) like leads generated and conversions to gauge ROI.
What marketing metrics should law firms measure?
Smart legal marketers continually measure and optimize based on key metrics and data:
Website traffic
Site visitor volume, inbound sources, and page views indicate website effectiveness.
Lead generation
The number of new prospect contacts and leads generated by each marketing initiative.
Lead nurturing
Open, clickthrough, and response rates for email campaigns designed to nurture leads.
Referral sources
Tracks where new clients come from, such as Google, referrals, or events.
Ad performance
Measures clicks, costs, and conversions for PPC, paid social, and banner ads.
Content engagement
The reach and response generated by published blog posts, videos, and guides.
Conversions
The percentage of leads that turn into new clients from each channel.
What are some key roles in a law firm marketing team?
Some of the most common positions and roles within a legal marketing department include:
Chief Marketing Officer
Oversees all marketing, branding, and communications initiatives. Responsible for the team and managing senior stakeholders. Reports to firm leadership.
Marketing Manager
Implements strategies and campaigns. Manages projects and team members. Analyzes performance data. Often specialized by channel.
Content Strategist
Develops and executes content marketing initiatives. Writes educational articles, blog posts, and website copy.
Email Marketing Specialist
Creates and distributes email campaigns and newsletters to engage prospects and clients.
Digital Advertising Coordinator
Manages pay-per-click, display, and social ad campaigns. Optimizes targeting and performance.
SEO Analyst
Conducts keyword research. Optimizes pages for search rankings. Generates traffic through SEO.
Designer
Designs visual assets like ads, infographics, and branding elements used across marketing campaigns.
Marketing Assistant
Provides administrative support for the team. Assists with daily marketing tasks and campaign coordination.
How should law firms structure their marketing department?
Law firms have a few options in terms of how to structure their marketing teams:
Centralized Department
All marketing staff operate as a singular department, typically based at the firm’s headquarters. Best for unified strategies.
Regional Teams
For firms with multiple locations, decentralized marketing staff operate locally in each region or office.
Outsourcing
An agency-of-record or freelancers handle marketing functions in lieu of full time in-house staff.
Hybrid Model
Combines a small centralized internal team that oversees high-level strategy with outsourced vendors/contractors who execute tactical campaigns.
There is no one-size-fits-all approach. The optimal structure depends on the law firm’s specific footprint, practice areas, and growth goals.
How much should law firms invest in marketing?
On average, most law firms invest 3-5% of total revenue into marketing activities. However, different legal marketing budget benchmarks include:
| Firm Revenue | Recommended Marketing Budget |
|---|---|
| Under $1 million | 5-8% of revenue |
| $2 – $5 million | 4-6% of revenue |
| $10 million | 3-4% of revenue |
| Over $20 million | 2-3% of revenue |
The budget should increase alongside revenue growth to continue fueling new business. Top performing firms also reinvest a portion of marketing ROI directly back into the department.
How can law firm marketing teams demonstrate their value?
Proving the value of legal marketing comes down to tracking and reporting on meaningful performance metrics:
Benchmarking data
Compares the firm’s digital analytics, lead gen figures, and marketing budget to industry benchmarks.
Lead volume
Tracks the quantity of new leads generated from marketing activities.
Lead quality
Measures the conversion rate from leads to new clients.
Visitor engagement
Analyzes how website visitors, email list members, and social followers interact with content.
Firm awareness lift
Polls local consumers before and after a brand campaign to measure awareness levels.
Competitive differentiation
Illustrates how the firm communicates unique positioning compared to rivals.
Client retention
Charts client loyalty levels over time since implementing more client marketing.
Marketing ROI
Directly correlates new revenue generated from marketing leads to dollars spent.
How can lawyers and marketing teams collaborate effectively?
There are several keys to facilitating effective collaboration between legal professionals and marketers:
Formalized meetings
Schedule regular meetings between attorneys and marketers to brainstorm ideas, share feedback, and assess initiatives.
Open communication
Foster transparency and keep an open dialogue. Eliminate silos.
Documented processes
Detail marketing processes, guidelines, protocols, and workflows so expectations are clear.
Editorial calendars
Plan content development on a shared calendar so lawyers can prepare bylines and reviews.
Clear roles
Define responsibilities so marketers and attorneys both know who owns each task.
Feedback channels
Create mechanisms for attorneys to easily submit website content change requests, share client insights, etc.
Client introductions
Allow marketers to interview attorneys’ clients to develop better personas and messaging.
Co-branded thought leadership
Work jointly to publish blog posts and bylined articles as a team.
Conclusion
An effective marketing plan is essential for any firm aiming to sustainably grow and attract new clients in a competitive legal market. While attorneys must focus on delivering excellent legal services, they rely on marketers to broaden awareness, establish their reputation, and bring in qualified leads. Utilizing a data-driven mix of digital, content, referral, and relationship marketing, law firms can continually expand their book of business. With an optimized website, thought leadership content, and networking, savvy legal marketers make it possible for even boutique practices to stand out and convert prospects into satisfied clients. The most successful modern firms integrate marketing strategies into their organizational DNA. When talented attorneys and marketers work collaboratively, the legal team becomes hard to beat.
