Marketing Your Small Law Firm: How to Stand Out in a Crowded Market

Consider this question. 

When clients search for a law firm to argue their case, why should they choose yours instead of a competitor’s?

Do you offer exceptional value for money?

Do you boast a high success rate when it comes to winning cases for your clients?

Do your lawyers have the knowledge and expertise that makes them the best in the business? 

Now consider what steps you’re taking to let potential clients know why you’re worth the money. The chances are, if your stream of incoming cases isn’t as steady as you’d like it to be, you’re not doing enough. 

But how exactly should you be marketing your small law firm to stand out from competitors? We’re glad you asked. 

Here are our top tips for attracting clients, boosting brand awareness, and building a reputation for excellence – all through the power of a killer marketing strategy. 

Cultivate a solid social media presence

Across the globe, people spend an average of 2 hours and 28 minutes per day on social media. Social media is now one of the main methods businesses use to connect with customers, and it’s super effective. 

While posting regularly is important, opt for quality over quantity. Yes, your content should encourage people to choose your services, but you should also focus on creating content that genuinely adds value to your target audience. 

Not only will this help you build trust with prospective clients, but you’ll also prove your credentials as an industry leader. 

Optimize your site for SEO

68% of online experiences begin with the use of a search engine. There’s a high likelihood that your prospective clients will find you when searching Google, so having a presence on this search engine giant is a must. 

The problem is your clients are unlikely to scroll to page 348 of Google to find you. Instead, you’ll want to have a presence as close to the top of the search results as possible. 

Getting your business to the top of Google isn’t wizardry – it’s a little something called SEO. SEO (search engine optimization) involves various techniques that boost your search engine ranking, which allows more clients to find your services. 

SEO isn’t a one-day fix, but by taking a long-term approach with a comprehensive strategy, you’ll soon start to see results. 

Adding keywords is one part of the puzzle, but it’s only part of the picture. Google’s algorithm assesses things like the structure of your content, how valuable it is to readers, and whether or not you use images. 

Backlinks – when other websites link to yours – also show Google’s algorithm that your site is trustworthy. To boost your site’s SEO, ask websites in a similar niche (but not direct competitors) whether you can write an article on their site and include a link to yours. 

They’ll enjoy well-written, relevant content, and you’ll get a link to your site that establishes you as a big hitter on Google’s radar. Win-win!

Highlight your accomplishments

Choosing a lawyer is serious business for a client. 

They want to know they’re working with somebody who takes a professional approach and has the results to show for it. Proving that yours is such a firm should be your priority. 

Sure, you can talk the talk, but your prospective clients won’t know if you can walk the walk unless they see some proof. 

One way to set your firm apart from the claims of your competitors is to provide proof of your accomplishments in the form of testimonials from previous clients and verified statistics to reflect your successes. 

When you enjoy company successes, post about them on your LinkedIn and other social media platforms (where appropriate). Apply for awards in the law sector to add extra credibility to your claims.

Hire a specialist law marketing firm

If there’s one thing lawyers aren’t known for, it’s having a ton of free time. If you’re struggling to put time aside to create and implement a marketing strategy, consider working with a marketing agency that specializes in marketing legal firms just like yours. 

While hiring an in-house marketing team is an option, hiring an agency has been shown to be 50% more cost-effective

You’ll only need to pay a team when you have marketing projects to be completed, and you won’t have to supply any of the costly resources – the agency will take care of the tools themselves.  

You’ll get insider insight from an agency that knows all about marketing within your sector and free up your time to focus on the job at hand. 

Just sit back, relax, and wait for the clients to roll in. 

Guarantee Success With an Expert Marketing Agency

Want to create a marketing strategy but not sure where to start?

Need to broaden your social media reach but simply don’t have the time?

Low on clients and don’t know how to attract more?

Here at Lawsome Digital, we specialize in marketing law firms just like yours. We work hard, so you don’t have to guarantee a steady stream of clients. Get in touch today to find out more.


Why is marketing important for a law firm?

Marketing your law firm sufficiently is the easiest way to attract new clients and boost brand awareness. 

Investing time and effort into an expert marketing strategy guarantees a steady flow of clients and a reputation for excellence that sets your firm up for success. 

What is the best way to market a law firm?

There’s no one effective way to market a law firm. The best approach is combining various online and offline marketing techniques to help your law firm reach a wider audience.  

Consider how to attract local clients through flyers and localized Google marketing. Social media efforts and a professional website can help you secure clients from further afield, while a detailed SEO strategy will ensure that your firm is the first one your client sees when they search Google.