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Law Firm Marketing Guide

We have been creating some of the best law firm websites online since 2001. The big year of 2021 is here, so what are some of the best practices for law firm marketing in 2021? Check out the top 214 ideas.


Find out the best practices in legal marketing with our 2021 guide. Don't want to read 214 awesome best practice ideas? Then check out our 21 idea short form guide. Also see our marketing guides for: Personal Injury, Family, Criminal Defense, Estate Planning & Probate, Business, Bankruptcy, and Intellectual Property Law.

Impress and Get Results with Our Law Firm Marketing Guide & Best Practices.

PaperStreet was founded by a lawyer for lawyers. Several team members are former attorneys, and we’ve been working for firms for more than 20 years. We know attorney marketing. Our legal marketing guide and help you gain more clients for your practice.

This guide is broken into 10 chapters, plus this introduction. If you don’t need newsletters or PPC, just skip those chapters and move onto something that can help your firm.

Before you Start - Create a Marketing Strategy & Marketing Plan

Law firm marketing always starts with a marketing strategy and a marketing plan. Before you delve into SEO, PPC, newsletters, and websites, you first must figure out who, what, where, when, how and why you are marketing. 

A marketing strategy will determine who, what, and why you are targeting someone. You will set forth your target market, audience, services, goals, message and competitors. 

The marketing plan will figure out the where, when, and how you are going to target your potential clients. You will figure out where to spend your budget, when to advertise/marketing, and how to market to them. 

To start with a law firm marketing plan, with you want to be able to answer these questions:

  1. Describe your target client, market, & industry. Age, demos, occupation, family, business, and income.
  2. What problems/pain points do you solve for your clients.
  3. What do you have/offer that your competitors don’t? What is your Unique Selling Proposition?
  4. What are your Strengths? Weaknesses? Opportunities? Threats?

We have many, many questions for when clients sign up, but those are some key ones to start thinking about for your marketing strategy and plan. You also want to be able to tell what is your key differentiator - what makes your firm unique and that resonates with clients. 

Once you have created a plan, you can then start on with our Web Design best practices and tips.

Chapter 1 - Web Design

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