Podcast Episode: The 3 Biggest Mistakes Attorneys Make with Their Marketing Campaigns (Updated)

Take a listen to LEXclusive, PaperStreet’s very own podcast. In this episode, we outline the 3 biggest mistakes we see attorneys make with their law firm marketing campaigns.

Don’t have a Spotify account? We’re also available on Amazon, Google, Anchor and Apple.

Don’t have time to listen? Here is a short summary of some of the items we discussed:

Becoming the Go-To Law Firm: Messaging, Marketing, and Maintaining Momentum

Why Should Clients Choose You?

To stand out as an industry leader, your messaging must be clear. Many law firms invest in visuals but fail to present their expertise or brand effectively.

Competitive analysis is crucial—not to copy but to highlight what makes you different. Potential clients choose firms that clearly explain how they can help — not just those that showcase awards and credentials. Educate potential clients. If they understand their issue because of your website content, they’re more likely to choose you.

Aligning Content with User Intent

One of the biggest mistakes law firms make is failing to match their content to what potential clients are searching for. Use tools like “People Also Ask” and “Answer the Public” to identify common questions. Answering these questions directly boosts trust and positions your firm as a go-to source.

The Power of Consistent Marketing

A major pitfall for law firms is inconsistent marketing. The key to long-term success is rhythm—consistently publishing content, updating your SEO strategy, and maintaining an active online presence.

Marketing isn’t just for attracting clients; it reinforces your firm’s brand and boosts search engine rankings. Google favors regularly updated sites. If you stop posting, search engines and potential clients may overlook you.

Helpful Hints to Prevent Your Marketing from Going Stale or Generic

Get Your Team Involved – If you’re responding to a client with valuable advice, strip out personal details and turn it into a blog post. Chances are, others have the same question.
Plan Ahead – Map out at least three months of content. Before month two ends, start planning the next quarter.
Use Scheduling Tools – Tools like Hootsuite, Excel, or Google Calendar help you stay on track.
Save Top Content Ideas – Hold onto high-value topics for busy times, such as holidays or case-heavy periods.

Tracking and Analytics: Never Ignore the Data

If you’re not tracking where your leads come from, you’re wasting marketing dollars. Use Google Analytics and other metrics to monitor whether clients find you through search, social media, or paid ads.

For firms with multiple practice areas, analytics help identify gaps. If 60% of your cases are personal injury but you want more estate planning clients, shift your marketing focus accordingly.

Never Pause Marketing—Even When Business Is Booming

One of the most common mistakes law firms make is turning off marketing when they’re busy. The legal market is always shifting. If you stop running campaigns, your leads will dry up, and restarting can be costly.

Instead of stopping, simply lessen your load by decreasing some of your burdensome marketing activities. Maintain a presence to ensure a steady stream of cases. Factors outside your firm will impact the legal field, so you need to maintain a big picture approach.

Final Thoughts

Effective law firm marketing requires clarity, consistency, and tracking. By addressing client concerns, maintaining your brand over several mediums, and tracking your results, you ensure long-term growth and industry authority. Marketing isn’t an overnight success—it’s about continuous effort and staying ahead of the game.