Legal Marketing Basics for Lawyers

Legal Marketing Basics for Lawyers

Marketing is an essential part of owning and operating a business. It helps drive success and growth for any company, including law firms. 

When marketing is done right, it helps to drive sales, build the organization’s reputation, and ensure ongoing growth. However, the best marketing tactics will benefit your business and your clients, which is something many modern law firms overlook. 

Regarding law firm marketing, there is a basic aspect to remember – communication. Your first goal is to find potential clients and ensure they can find you. After that, it is up to you to use marketing tactics to form relationships and ensure they are maintained. 

You can look at law firm marketing as a three-step process to engage and capture potential clients’ business. These three steps include the following:

  • Awareness. You have a specific skill to offer as a law firm owner or member. You need to let others know about these skills and your law firm. Work to become a potential resource for your clients. 

  • Connection: You must remain in the minds and lives of potential clients. Work to make yourself part of their network and ensure they are included in yours. 

  • Support: Law firm marketing includes ongoing support. Offer community, encouragement, and help at every turn. Become a partner in the things that matter to them and ensure they are included in your ongoing success. 

When you do these steps properly, they may overlap and eventually repeat. For example, an older client relationship may begin to fade and eventually disappear. It is up to you to reignite the client’s awareness and ensure they think of you when your services are needed. 

Along with keeping the basics above in mind, there are a few other factors that matter. Keep reading to learn what these are. 

Traditional or Online Marketing

Online marketing occurs (you guessed it) online, and traditional marketing is the offline tactics you use to reach potential clients. 

Compared to traditional marketing, online marketing offers specific advantages. For example, it is more affordable and easier to track and adjust as needed. 

For most law firms, engaging in both types of marketing is usually the best solution. This will help create a “best of both worlds” situation. 


Branding is considered a marketing basics. It is so ingrained that it doesn’t even seem like a marketing tactic. 

Unfortunately, it is also a difficult concept to understand. It is something that uses both online and traditional marketing while focusing on your law firm’s identity. This includes everything from your law firm’s name and image to its location, practices, personality, and more. 

The brand you create for your law firm comprises everything that people associate with it. It is up to you to build your brand. This includes ensuring consistency across all marketing channels you use. 

Search Engine Optimization 

When talking about marketing, no list is complete without SEO. SEO is all the actions you can take to improve your ranking in organic search results. You want to appear on the first page of Google, and investing in SEO is the best way to do this. 

Remember, the higher your site appears in the Search Engine Results Page (SERP), the more likely you are to get clicks. 

The Basics of Law Firm Marketing

As you can see, there are more than a few factors to consider when it comes to law firm marketing. Keep the information here in mind to help ensure you use the right tactics to get more attention for the legal services you offer. In many cases, looking to an outside company to help with this is a smart solution, as they will ensure you achieve the desired results with your marketing tactics.

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About the Author: Bill K. Pasko

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