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How to Develop a Strong Law Firm Marketing Strategy

April 13, 2023

law firm marketing

Developing an effective marketing strategy is essential if you’re a law firm looking to stay competitive in today’s market. For example, 70% of law firms polled said they’d landed new cases via their website.

With that in mind, there’s no one-size-fits-all approach to law firm marketing. What works for one office may not work for another. But there are some fundamental steps that every successful law firm should follow when it comes to their marketing strategy. 

From setting key objectives and creating value propositions to exploring the channels available, each step will help your team develop an efficient, cost-effective way of engaging and attracting new clients. Let’s explore how you can create a strong marketing plan for your law firm and ensure maximum success.

Components of a Marketing Strategy

Legal marketing is similar to other types of digital marketing. You need a strategy to see success. While various components of any law firm marketing strategy exist, these five factors are especially important.


When creating a marketing strategy for your law firm, it’s important to develop SMART goals. SMART goals are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

They help ensure your marketing efforts are well-defined, realistic, and aligned with your business objectives. Developing SMART goals can help you focus your marketing efforts, improve ROI, and achieve long-term success.

By being specific about what you want to accomplish and setting realistic and achievable targets, you can ensure that your marketing efforts are effective and help grow your law firm.

Target Audience

Developing a target audience is crucial when creating a marketing strategy for your law firm. After all, it’s difficult to market to everybody.

You can start by analyzing your existing client base and identifying key demographics, such as age, location, and income. This information will help you understand who your target audience is and how to reach them effectively.

By focusing on your target audience, you can tailor your marketing messages to resonate with them, improve your ROI and ultimately attract more clients to your law firm. When in doubt, always niche down.

Strong Brand

Now that you have goals and an audience consider your brand image. Develop strong marketing messages and establish a tone of voice. You don’t have to sound like every other legal firm out there. Instead, you can develop unique messages and content that resonate specifically with your target clients.

Marketing Budget

Developing a marketing budget is important for a law firm because it enables you to set aside funds for marketing. Without a marketing budget, it can be difficult to measure the effectiveness of your marketing campaigns or determine how much to allocate toward them.

To develop a marketing budget, start by identifying your marketing goals and the marketing strategies that will help you achieve them. Then, quantify the costs associated with each strategy, including advertising, branding, website development, and even social media marketing.


Now you’re ready to start creating content! Create content that is on-brand and speaks to your target audience. You can repurpose the same messaging across various channels.

Whether your law firm uses direct mail, social media, or even SEO, ensure your content is consistent and high-quality.

How to Create a Winning Law Firm Marketing Strategy

With the above basic strategy, you’re one step closer to developing a winning law firm marketing strategy! However, there are other things you can do to ensure your strategy is effective. As you invest in digital marketing, pay attention to these marketing ideas as well.

User-Friendly Website

Having a user-friendly website is vital for a law firm as it can have a significant impact on the effectiveness of your marketing efforts. After all, a clear and easy-to-use website can make a huge difference in attracting and retaining clients.

A good website should be visually appealing, organized, and easy to navigate. It should also have an intuitive layout that lets visitors find the information they need quickly and easily. Visitors should be able to easily access relevant information about your practice areas, team members, and contact information.

The bottom line? A user-friendly website will help to establish credibility and improve trust with potential clients, making them more likely to choose your law firm.


Reviews on your website and Google Business are important for a law firm as they can help establish trust and credibility with potential clients. Positive reviews from happy clients can help to build confidence in your law firm and its services. They can also give new clients insight into their potential experience working with your law firm.

Moreover, reviews can be a powerful marketing tool. They help attract new clients and build your law firm’s reputation. By encouraging clients to leave reviews, you can showcase your law firm’s positive attributes and differentiate yourself from the competition.

Helpful Content

Finally, never underestimate the power of helpful content. It’s great for SEO, sure. However, it’s also a great way to demonstrate your expertise in your legal field and establish a connection with potential clients. Content can take many forms, including blog posts, how-to guides, and educational videos.

When creating helpful content, consider topics that are relevant to your target audience, such as:

  • Legal tips
  • Industry insights
  • Answers to commonly asked questions

Blog posts about recent legal developments and industry news can also be good options. Videos explaining legal processes or highlighting your law firm’s services can also be effective. The point is that by showing your expertise and being helpful, you’ll build trust with potential clients and improve your law firm’s reputation.

Get a Law Firm Marketing Plan

Need help with law firm marketing?

CaseHunter is a trusted client referral service with a 98% retention rate among law firms in the past year. By partnering with us, your law firm can gain a competitive advantage and connect with potential clients before your competitors.

Our extensive network and access to state court records enable us to provide unique, high-quality legal case leads customized to your preferred case types and counties.

If you’re interested in streamlining your marketing and growing your client base, please get in touch with us for a consultation. We look forward to helping you take your law firm to the next level.