Law Firm Marketing Guide

Your Guide to Legal Marketing

We have been creating some of the best law firm websites online since 2001. Find out the best practices in legal marketing with our 2024 guide.

Chapters

Other Guides

Short on time?  Check out our short form law marketing guide.

Also see our marketing guides for: Personal Injury, Family, Criminal Defense, Estate Planning & Probate, Business, Bankruptcy, and Intellectual Property Law.

Law Firm Marketing Checklist

We also invite you to use our downloadable marketing checklist as you go through your site and evaluate the strength of your law firm marketing efforts.

DOWNLOAD OUR PRINTABLE MARKETING CHECKLIST

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.