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How Marketing Helps Law Firms Grow

Marketing has always played an important role in any company’s business reaching potential customers. The only thing that has changed is the technology behind it. Two decades ago your law firm would have used a commercial on TV or radio, an ad in newspapers, and relied on clients finding you in the phonebook.

Nowadays, especially after the COVID-19 pandemic, marketing is mostly relying on its digital form and it focuses on targeting clients in time of need and offering them specific services. This is due to more and more people doing their business online and even remotely, thus missing any type of advertisement that could be seen in the street on their way to work.

To keep up with the changes in consumer habits, learn about how you can benefit from marketing your law firm online and attract more clients.

Your Law Firm Identity

To determine your law firm identity start by considering the following four steps before contacting a marketing agency for legal firms to help you with the marketing strategies described in the second part of the article.

Identifying Your Unique Selling Proposition (USP)

Think of a service your law firm offers that sets it apart from its competitors. It should be something that provides your clients with a benefit they could only get with your law firm.

Creating a Value Proposition

Another thing that should be made clear to your future clients is the practice field your law firm covers. This should be included in the description of your company including the solutions to your clients’ problems.


Think of your brand as a first impression your law firm makes on your potential clients and makes you stand out among the competition.

To decide how to go about creating your law firm’s brand, you will need to employ some introspection on your journey to discovering the common ground with your targeted clients.

To do this, ask yourself the following questions:

You may also want to include looking at all the client data you already possess, talking to the employees, and observing analyses and audits. This can help you gain a clearer insight into how your business is perceived internally and externally.

When creating your law firm brand, make sure you include:

  • A logo as a symbol that visually represents your firm’s mission and vision
  • A tagline that summarizes the core principles of your law firm
  • A branding message that defines the specific services you offer
  • The tone of voice you use to address your potential clients (authoritative, professional, friendly, etc.)
  • A brand book that includes all the elements that your brand consists of (mission, vision, logo, colors, icons, font style, etc.)

Establishing Authority and Building Trust

As a client, it’s perfectly normal to do some research before purchasing a service or a product. That is why you should take into account social proof such as ratings, reviews, testimonials, and case studies of your previous clients.

 In addition to this, you will also want to include any awards and accreditations your law firm has won, as well as trust icons (third-party endorsements) that provide security.  

All of this impacts your company’s image and encourages people to do business with you as it creates an emotional connection while presenting your expertise at the same time.

And it doesn’t end there.

It can also help improve your SERP rankings and your conversion rates.

Digital Marketing Essentials

Once you have thought through these four points, you can hire a marketing agency to help you with the following steps.


Search engine optimization can significantly increase the quality and quantity of traffic to your law firm website.

Local SEO

Similar to SEO, except its focus is on the local search results pages, rather than on the global ones.


Advertising can be versatile and it depends on the goal your law firm sets. You may opt for pay-per-click advertising, Google ads, Social ads, Display Advertising, Local Service Ads, etc.

Web Design

Just as your office needs to be welcoming and professional, so does your website — your virtual office. Your website and its design play an important role in increasing your business, emphasizing your USP, motivating action, and helping you build strong customer relationships.

Email Marketing

Be the first they hear from in the morning while going through their emails. This is an excellent strategy that if done properly incorporates personalization and is an easy way to speak directly to your clients. Your emails should contain the right approach, messaging, subject, design, and call-to-action options.

Social Media

If you still see social media just as an addition it’s time to approach it differently. Facebook, Twitter, YouTube, etc. all serve to connect you with your target audience and reach out to potential clients. Just think about how much time people spend on their social media accounts and make use of the fact.

Custom Content

Offering your clients useful information through blog posts, videos, or other forms of media, is a way to build customer loyalty and make sure your clients have access to relevant information that concerns them.

Technical Support

The last but not least, you need to offer both website safety and functionality. This is what IT experts can help you with in order not to fall victim to cyber-attacks and also expose your clients to any online threats.


Your law firm marketing can be an excellent asset to your overall marketing efforts. Your potential clients are online right now looking for legal representation and your law firm could be just what they need. Your job is to address them through highlighting your strengths and areas of practice with the help of digital marketing.

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