5 Marketing Musts For New Law Firms

Ellie Hogarty
6 days ago
7 min read

Are you thinking of starting a new law firm? Maybe you’ve worked for law firms as an in-house solicitor for several years and are ready to go it alone. Perhaps you want a better work-life balance, or maybe you just want to build your own firm, embedding your individual approach and attracting the clientele you most enjoy working with. Whatever your motivation, you’re in a profession in regular demand, whatever type of law you specialise in, and if you’re client-focused, dedicated to learning how to run a business, and have the right support around you, you have a great chance of success. However, that doesn’t mean you won’t need to create a marketing plan and to invest in some marketing essentials for your new law firm.

Why Is Marketing Important For New Law Firms?

Even lawyers fortunate enough to be bringing clients and a network of contacts with them as they transition into self-employment will still need to market themselves and/or their firm. Many new business owners make the mistake of aligning marketing with sales, but marketing is not only about outreach and bringing in direct business. Good marketing helps firms to:

Look and sound professional - Creating the right first impression and backing up your professionalism with branding and communications that reflect high standards.
Attract the right clients - Whilst inbound business might be healthy, you may aspire to higher-ticket clients, on-going work (as opposed to ad-hoc), etc. The way you market yourself can help attract the kind of case work you most desire.
Be Competitive - People may always need lawyers, but they do have a choice of who they work with. Marketing can communicate what you do, who you do it for, and why your firm is the one they should go to.
Build a reputation - Reputation is everything, so they say, and having a good reputation is essential for businesses, but we don’t just build reputations in-person anymore - this is also done online.
Expand your network - A wide but targeted reach is what you’re aiming for, and marketing can help you connect with and keep in contact with peers and potential clients.

Marketing is often not a natural area of expertise for lawyers and solicitors, but even if you’re outsourcing to marketing agencies, freelancers, or hiring in-house, you must have a basic understanding of the key marketing musts your new law firm needs to establish.

Here are the five types of marketing every law firm needs -

Website

No, not just a website; a well-designed, well-written professional website that is search engine optimised (SEO). All businesses should have a website. A website makes you discoverable online, especially if you have good SEO (if your website designer or copywriter doesn’t do SEO, it’s worth finding an expert who can). However, you’ll still need a website even if most of your enquiries come through other means, such as in-person networking. It’s highly likely that any potential client will first check your website, and they’ll be looking for assurance of credentials, experience, areas of expertise and professionalism. So, whether your website makes the first or the second impression, make it effective.

Your website needn’t be complex. You may find a website built on a platform like Wix or Squarespace will be perfectly sufficient. However, even on these platforms, it’s difficult to get that polished, professional look without an expert at the helm, so we recommend investing in a website designer. Priorities for your website should be -

Clear navigation that lists and organises your services and areas of expertise.
Easy-to-find contact information.
An ‘About’ section that covers basic credentials, experience, etc.
Simple, clean design with a professional logo.

Once your website is launched, ensure it’s connected to Google, displays well on mobile screens and is connected to a domain you own and can access. Check through your website on a fairly regular basis, and consider a design and copy update every couple of years. Of course, if you want a website that’s more than a checkpoint, and instead actively attracts potential clients, then you should consider bringing in an SEO consultant (short-term), publishing blogs and other multimedia content on your site and monitoring website traffic and conversions.

Google Business

A Google Business listing is important, especially if you’re working or want to work with clients in your local area. Google Business listings will come up when people search for a matching service in their area. For example, if someone searches for a ‘surveyor’, then Google Maps will appear in the results page and showcase local surveyors (displaying their contact details and other basic information). However, it will only do so for those who have set up a Google Business listing. These results are often the most popular with online service seekers, so they’re a must for law firms. Google Business listings are free but do require verification of your business address, which they do so by sending you a code through the post. After being verified, you’ll need to fill out your basic business information, perhaps add photos and service descriptions, and you’ll be live. Regular maintenance is beneficial, though, as Google will prioritise listings that it can see are active. So, try to add an update or post every so often, and that should help you move up the list - a top-three sport can do wonders!

Social media marketing isn’t necessary for every business type. Few people will head to TikTok to find a lawyer, so that one may be worth skipping - unless you’re working in a relevant niche, such as a commercial solicitor for influencers. LinkedIn, however, can be a great place for professionals to network. There, you can build both your business and your personal brand. It’s a place not only to connect with potential clients, but also with collaborators and service providers. You might not need them at this early stage, but if you intend to grow your firm, it will be useful to have a network pool ready to dive into. You’ll need to set up or update your own profile and possibly add a business page too. Use posts on your business page to showcase your services and share business and industry news. Your profile should do some of the same, but be more personal. You may also wish to share insights, observations and general professional advice relevant to your audience. Put aside time to post at least once a week, so people can see you’re active, but also ensure you’re making time to connect and to engage with other users’ content. Sometimes, commenting can attract new connections and nurture relationships more than simply broadcasting yourself. Some struggle to get started on LinkedIn, but it soon becomes a habit. If you’re starting up solo, it can also be a great place to build community, helping avoid that common feeling of founder isolation.

Networking

In person or online (preferably both), you’ll need to get networking, and that can be challenging. You’re a lawyer, not a salesperson, but if you’re starting your own law firm, you’re going to have to be both. If you have former clients or contacts you’re contractually allowed to approach, then do so, but you’ll need to nurture new leads too, and the best way, despite all other avenues available, is still by having conversations and making real connections. Attend local business networking sessions. These are often free or low-cost. Larger networking events are sometimes ticketed and can be expensive, so do your research and opt for those where the attendees they’re attracting align with your ideal client profiles. Depending on the kind of law you practice, you may not find your clients directly, so you’ll be seeking to connect with those who can open doors for you. Those working, for instance, in professions where they’re referring clients to legal services. Here are my top three tips for effective networking -

Understand where your clients or potential referral contacts are and meet them there in those spaces (online and in person)
Don’t pitch - ask questions, listen and have proper conversations
Don’t forget to follow up and stay in contact - they might not need you now, but they may do further down the line.

Lead Generation

Yes, it’s a vague term that can mean various types of marketing, but that’s because you can’t do it all, and not all will be effective for your business anyway. Choose a form of lead generation that works for you. This might include - Content - Producing blogs or guides can help you attract those in need of your advice. Keep this very relevant to what you do, apply SEO and share genuinely useful expertise, and you can increase traffic to your website and build your firm’s recognition. Resources - These work in much the same way, providing information in the form of checklists, guides and/or webinars. The key difference is that resources are often gated, even if free, meaning access requires sharing contact information, allowing you to reach out and connect with those downloading your resources (though opt-in is usually required). Newsletters - Again, a great way to keep in touch with potential clients or interested parties. Opt-in is required, so your newsletters should offer something of use and not be solely promotional. Generating new subscriber lists of new contacts can be difficult, but newsletters are also a great way to stay in touch with clients you’ve already worked with, or are already working with and ensuring you’re the firm they come to when they’re next in need. PPC Advertising - PPC is pay-per-click advertising commonly used by search engines and social media. It's not the right approach for everyone, but if you have funds to invest in growing your business, it’s an option worth considering. Google advertising is most likely your best option, as this can match your business with those searching for your services. Key to success is keeping your ads clear, honest and relevant, and providing a simple way for leads to get in touch with you.

Local Advertising and Sponsorship - Many law firms operating locally find local advertising to be effective, depending on the type of law you practice. Sponsorship opportunities can also amplify brand recognition and establish your firm as part of the community. These endeavours can be costly, though, so be sure to do your research and make sure the audiences you’re targeting are aligned with the clients you need to reach.

Marketing Support For Your Law Firm

Establishing a marketing plan from the outset is key to success, but execution is equally important. You’re in an industry where firms must come across as highly professional and transparent, and your marketing needs to reflect this. So, if that’s not something you believe you have the time or expertise to implement and/or run, then consider outsourcing. As a new law firm, you probably won’t require a marketing agency. Fees are often high, and though many achieve good results, bringing an agency on board may be unnecessary for a start-up law firm. Therefore, you might opt for bringing on a website designer to produce a professional site, or a marketing consultant with experience working with law firms to help you develop a strategy. However, marketing is an ongoing necessity, so another option is to sign up with a platform firm, such as Nexa Law. Jam Virtual Services (that's us) are a trusted partner for virtual legal support services with various platform firms, including Nexa, who are also able to partner you with vetted marketing services.