Law Firm Marketing Strategy: 24 Tactics for 2024

1. Build a Well-Designed Law Firm Website

Most law firms are online — 94% — and use their website to promote their services.

Not only does a website provide potential clients with an easy way to learn about the firm’s services, but it also serves as a platform for attorneys to showcase their expertise and establish themselves as thought leaders in the legal industry.

It’s the starting point for many law firm marketing strategies we’ll discuss in this blog.

Make Sure Your Website is Easy to Navigate

Focus on user experience when you’re putting together your law firm’s website. Users should be able to find all of the information they need to decide whether or not to hire your services.

Have clear calls to action and a thought-out navigation bar/menu. Bonus points if you have a page for each of your services.

Organizing your pages into categories that make sense for your practice area and services is good practice for both user experience and search engine optimization.

Visual Aspects Help You Make a Good First Impression

Visual design is important for a law firm’s website as it can impact a user’s perception of your firm and influence their decision to hire you.

Start with high-resolution photos that reflect the professionalism and ethos of your practice. This includes pictures of your team and your offices.

Your law firm’s logo should be clear and positioned prominently. Remember that your branding, from colors to typography, needs to be consistent.

Use Content to Attract and Persuade

Creating persuasive content for your law firm’s website is crucial in convincing potential clients to choose your firm over competitors. Well-crafted content can help establish your firm’s expertise, authority, and credibility in your practice areas, making it easier for potential clients to trust and feel confident in your services.

Your website is often the first point of contact for potential clients, so your content should be informative, engaging, and easy to read.

We’ll touch on content in more detail later on, but here are the essentials for any law firm’s website.

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2. Start by Building a Brand Story

Most law firm marketing sounds the same.

For example, do these sound familiar:

• Aggressive Representation. – Criminal Defense
• No win. No fee. – Personal Injury
• Caring and Compassionate. – Family Law

Your firm needs to stand out.

Define what makes your firm unique — your USP, or Unique Selling Proposition — and you can build an original brand story around it to stand out from the crowd.

It should be a specific, defensible trait that differentiates your law firm from competitors. And most importantly, it should be something your clients actually care about.

For example, Weisfuse & Weisfuse highlights that they’ve been in business for over 30 years to inspire confidence.

Once you work out what’s unique about your firm, build it into your entire value proposition to resonate with your target audience.

And you can use that information to build on your brand, including your law firm logo and website.

What’s Your Law Firm’s USP?

It’s easy to see what’s unique about Lisa Feldstein Family Law, for instance:

She specializes in helping families start families through third-party reproduction.

How Do You Differentiate Yourself from the Many Competing Law Firms?

Your brand can also be communicated through your tagline. Rather than a generic tagline such as “Attorneys at Law,” how about being a little more descriptive?

Here’s a good example from Dennis & King in Tennessee and Georgia:

Most law firms employ a dry, academic tone. The tone of your content will be reflected by your brand, and there is nothing to say that law firms must be overly formal with their clients.

Check out the language/tone used in this example from law firm Irigonegaray, Turney, & Revenaugh LLP. in Kansas:

Once you’ve established your branding and messaging, work it into all your marketing channels: website, social media, professional networks, offline literature, etc.

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3. Demonstrate Credibility, Authority, and Capability

A solid law firm marketing strategy should involve both passive and active marketing activities.

A good example of passive marketing is your law firm website’s copywriting and design, which can help build credibility and authority for your firm.

Here’s a stellar example of how you can establish credibility immediately.

Chadi & Company demonstrates instant authority by showcasing their vast experience and reviews right on their homepage.

When there are so many law firms out there, you’ve got to show your expertise in the field front and center.

Let’s break down what potential clients want to see when they get to your law firm website.

Awards You’ve Received

Don’t be shy. Highlight any awards you’ve received to get instant credibility in your field.

Including text is fine (and great for SEO), but it’s even more visually effective if you can include logos or images of your awards.

Client Testimonials and Reviews

Showing off glowing testimonials and reviews given to you by past clients is almost mandatory in any solid law firm marketing plan.

Whether you choose to create a separate page for testimonials or showcase client reviews on your homepage, make sure they stand out and are easy to read.

Here’s an example from Chadi and Company:

If you want to take it a step further, we recommend creating a few video testimonials for your website. They’re seen as more reputable as they’re less likely to be manufactured, making them feel much more powerful and authentic.

Case Studies and Successful Cases to Demonstrate Expertise

Showing off the cases you’ve won is a good way to foster confidence.

Oykhman Criminal Defence Law has a comprehensive, up-to-date page highlighting every successful case they’ve handled.

And it’s organized, so clients can find cases similar to theirs.