Law Firm Marketing Tailored to Your Firm

Many lawyers feel that actively marketing their firm should be a focus of every associate through networking and building an individual book of business. With more associate turnover and increase in competition in the legal marketplace, many firms find that networking and traditional business development methods are no longer as effective as they once were.

Today's successful law firms prioritize marketing as something the firm itself should engage in, not solely dependent on associates to bring in new business. Modern marketing not only brings in leads with less attention and time from associates but also supports the efforts of associates building a book of business, reducing the number of non-billable hours and increasing profitability per associate.

When done well, marketing can also reflect well on your law firm to not only drive new business but also build up your firm's reputation and respect in your community. Law firm marketing comes in many forms so identifying the right marketing partner to deliver exceptional quality can make the difference in the perception of your firm.

Marketing a law firm today focuses primarily on digital marketing as the majority of legal service consumers are searching online for legal representation, according to market research by Clio. Second only to referrals from friends and family, a law firm's website and search presence drive the majority of new business and allows law firms to tap into new client bases without an introduction.

The specific strategy that will work for your firm is largely dependent on your practice area, target clientele, and the competitiveness of your region. Some law firms can easily become the leader in their practice area with a minimal investment in law firm marketing while others have a significant hurdle to overcome.

We start off by developing a law firm marketing strategy unique to your firm's needs. Your unique plan takes into consideration the timelines and difficulties for success in all your practice areas and focuses on identifying the most lucrative, easiest to acquire business first while working towards long-term, more sustainable practice areas. Online marketing plans can include anything from website development and SEO to newsletters and billboards, but it is all tailored to your budget and specific needs.

There's a wide range in how much law firms spend on marketing and it varies based on a number of factors, including firm size, practice areas, lifetime client value, competition, and region. Successful firms may spend as much as 20% of the gross revenues on marketing. Higher growth firms typically spend more on marketing than slower growth or static growth firms.

Developing your law firm's marketing budget should include competitor research and projections of ad spend costs to determine the right budget for marketing success for your growth goals. We help our customers determine their overall budget for marketing as part of our initial free consultation, as well as recommend the overarching strategies and spending amounts for each marketing channel as part of an integrated marketing approach.

Marketing that prioritizes quality typically outperforms other approaches because of how modern marketing works today. Potential clients often see through low-quality or spammy marketing tactics that are all too common in the legal field. In addition, search engines give priority to websites that demonstrate quality factors related to authority, expertise, and trust.

Exceptional marketing places a high priority on better addressing the questions and needs of your ideal clients rather than your competitors, which has a direct effect on the quality and quantity of lead generation. It also takes into account the weakness of your competitors and seeks out opportunities they may have missed or overlooked to carve out a lucrative niche and solidify market leadership early.

Our marketing agency for lawyers focuses on outperforming your competitors by better responding to potential clients' concerns as they search for legal representation and using competitor research to identify opportunities for your firm to succeed. As an attorney-owned marketing agency, we can better identify new niches in complementary practice areas that grow your client base thanks to our legal insight and practice management knowledge. We've helped clients with smaller budgets successfully compete thanks to an integrated approach focused on showcasing the firm's authority, expertise, and trust.