Law Firm Marketing

Marketing ideas for solicitors. Use the best marketing strategies for law firms to get more awareness, engagement and enquiries.


Discover how law firms like yours are using inbound law firm marketing to get more clients and grow their businesses using inbound marketing strategies, including PPC, SEO, website design, social media and great content.   You'll also learn the importance of marketing strategy and how that informs the channels you should use and team members you need when marketing your law firm.

Create Your Law Firm Marketing Plan

Guide to Digital Marketing For Law Firms


Bee attracted to honey

Understand what makes a successful digital marketing strategy for solicitors and start driving more enquiries. Understand costs, competition and customers.

digital maketing results

Get More Legal Clients

Ideas designed to help you decide what marketing strategies you need to grow your law firm.

crosses and arrows

Legal Marketing Services

More in depth detail about digital marketing channels for solicitors including SEO, PPC, website design and content.

FAQs About Law Firm Marketing

What is Inbound Things?

An inbound Law Firm marketing agency helping solicitors and law firms in the UK and beyond to develop their businesses using proven strategies that deliver results. Put simply,  clients that we work with make more money than they spend on marketing. 


We work with law firms to form long-term partnerships that not only help them to grow their client base, but to grow their client base consistently.  This goes beyond simply setting up Facebook campaigns or Google ads campaigns. It's not even just about creating blogging content or giving you a generic audit that tells you what's wrong with your website. 


We create strategies, based on experience and then implement them to deliver results.


You can see some of our case studies here if you need further proof. 


Your marketing should work and should help to get you more clients that are prepared to enquire via your website, social media or even directly from your ads online. 


Enquiring is one thing, but you want to ensure that you are getting relevant enquiries so ultimately it comes down to how many of your enquiries go on to become paying clients.


Your law firm’s business development isn't just about getting new clients. We can help you to communicate with the existing clients using them to get you reviews, improving overall systems of communication to help your law firm run smoothly. 


We've loads of resources and examples of marketing strategies that have worked for law firms and solicitors. But if you're ready to take the next step and grow your law firm now then get in touch here.

What is inbound marketing for law firms?

Inbound marketing is a term that often makes people want to be sick over themselves, particularly if you've been working in the industry for the past 10 years. 


But the reality is that it works. It works because it's a measurable way of reaching out to your ideal clients at the right time, on the right device and on the right channel.


They may be browsing through Facebook or they may be actively searching for legal services in Google. Either way, you want to be there with the right message.


Inbound marketing differentiates from traditional ways of marketing your law firm because of the targeting. 


While “old school” methods such as radio and newspaper can be effective ways of reaching thousands of people, there's often no way of telling how many people were interested  in your services. 


More importantly there's no way of measuring how many of them have gone on to enquire with you, unless you painstakingly asked every single one of them where they heard of you, and even then they have to remember in the first place. 


That’s not to say that there’s no place for TV, Radio and Billboard advertising. I can only speak from experience and say that inbound marketing is more cost effective. 


Whether you are a personal injury solicitor or a property conveyancer, there are enough people in your local area and beyond who know what they are looking for and if they don't know exactly, they’ll have a problem and will need to educate themselves. 


That's where you come.


By engaging them and persuading them to enquire and use your services, you're on the road to your successful inbound marketing strategy.

How much does law firm marketing cost?

The big question. 


It depends on which service you want, how much time you're prepared to invest and how patient you are. 


A big variable is how much expertise you use or have available to you when it comes to marketing your law firm online. 

Some services are more competitive than others and it's worth bearing this in mind at the start of your strategy. For example you might find that trying to compete with other organisations who are targeting the accident and injury market is far more competitive than the local market for will writing or family law. 


To successfully market your law firm you'll need to consider two main costs; 

  1. How much you spend for the person to manage and implement your strategy 

  2. Any costs for media such as adverts on social media channels like Facebook and LinkedIn as well as video channels like YouTube. Google ads Are also an important part of the promotional element of the marketing mix for solicitors. 

Total cost should be laid out at the start of your strategy, then you can understand how much time, resource and money you're going to invest in achieving your business objectives.


You’ll also want to ask yourself some key questions about how much a new client is worth to you and you can then work backwards and determine how much you are prepared to invest in acquiring a new client. 


You may also decide to to engage other aspects of the marketing mix the solicitors including PR TV radio and newspaper ads.

Should a law firm have a marketing department?

Yes. But a common problem for Law Firms when thinking about the best way to market their solicitors’ services is where to start. 


Often, law firms will be aware of a need to market and develop their business, however it can be tricky knowing which people to employ and at what level of experience. Particularly when you are new to marketing yourself.


That's where a marketing strategy comes in.


A common mistake that many businesses and law firms make is thinking they need a specialist in one area and then employing that specialist and wondering why, a few months down the line , nothing has changed.


For example you could invest hundreds or thousands of pounds per week in a social media content specialist who is able to create wonderful content that you and other people in your office all think is great.


But has it helped you achieve your business objectives?


Has it bought you more clients?


Another example; A PPC specialist or an SEO specialist can help you to create campaigns that work to drive traffic and awareness of your law firm as a brand, but if your offering isn't compelling enough vs. competitors and your pricing isn't competitive enough vs. competitors, people aren’t going to enquire.


At that point it is not the fault of the SEO or PPC specialist, but your branding, your offering and your overall business proposition that needs to be developed.


Then there's the question of how experienced your marketing department should be. Do you employ a graduate and expect them to know everything there is to know about marketing and to get the best out of every marketing channel from social media to Google to email to PR?


Or do you employ a specialist law firm marketing agency that as a proven track record of helping law firms to grow?


The latter should offer you the flexibility of no contracts with guaranteed results after at least 3 months, based on years of experience and they should be way cheaper than the cost of employing a graduate full time.

How do I set marketing objectives for my law firm?

Setting objectives and goals is vital to your marketing strategy however you can also drive yourself mad by spending far too much time creating spreadsheets and plans and documents that never get acted on.


While we aren't advocating diving in and doing things with no knowledge of what you were doing,  we are saying there needs to be a middle ground between planning and action.


Law firms have two common objectives; one is to get more enquiries and the other is to get more paying clients from those enquiries. 


So the question is; what's the cheapest way to get these relevant enquiries by phone, via your website and any other touch-point you can think of.


This can be broken down into a number of smaller objectives with mini deadlines, for example what do you want to achieve over the next couple of weeks or even month or two.


Your objectives will depend on your size and also what you’ve been doing previously. For example, you might find that you have a website with lots of visitors every day, week or month , but you're struggling to convert them into enquiries in which case your first port of call might be looking at optimising your website.


You might be a fairly new law firm looking to generate awareness in order to have various touch points with potential clients, in which case you will need to start looking at advertising campaigns both online and offline as well as generating awareness in your local area.


See our step by step guide to digital marketing for law firms.

How can I measure the success of my law firm marketing?

You need to be realistic about how long it's going to take you to achieve your marketing objectives.


you also need to take step back and understand what marketing is for your law firm, what it means and how it complements other activities. Ultimately, marketing is about selling your services and helping you to create awareness that helps you to sell those services.


So the big measurement is to what extent your marketing has bought in more enquiries who have gone on to become paying customers.


Some of the ways to measure marketing include:

  • How many people have seen or become aware of your law firm across various marketing channels?
  • How many people have interacted with you in some way across various marketing channels
  • How many people have taken action, for example of click to your websites a like or a comment on a social post
  • How many people have enquired by filling in a form sending you an email or or calling you.

You should be able to measure all enquiries including phone calls from various channels online by tracking things correctly.


There are a few key measurements do you want to be aware of (see the next point).

Law firm marketing metrics

Impressions, interactions, engagements, impression share and market share are are all important but fundamentally the statistics you want to share with the rest of your business or about how many enquiries and paying clients you've got from your law firms marketing efforts.


Key metrics around this are:

  • Total number of enquiries
  • Total cost per enquiry
  • Conversion rate of enquiries to paying clients or case opens
  • Total case opens
  • Revenue from case opens

 All of these stats help you to assess the return on investment of time and money from your marketing efforts. 

Where can I find a law firm marketing plan?

There are a series of proven steps that work to get law firms and solicitors more enquiries.


We created a step-by-step digital marketing guide for law firms which is applicable to marketing in general. It takes you through the steps from branding and determining what your USP is, to competitor analysis and which channels you should be using to help you achieve your business objectives.


It’s worth investing time in reviewing what your product (your legal services and expertise) is and where it sits in a competitive market, including the price and the people you need to help you deliver a marketing strategy.

I need to market my law firm in the UK

The types of law firms and legal services that you want to market are similar in the UK to the US and North America. From this point of view, the behaviour of potential clients is the same.


  • can I educate myself on on the problem I have?
  • can I find an expert to help me?
  • can the experts provide services that are effective at a low cost?

There will be differences in terms of cost depending on where you are in the country, for example if you are in the south of England, particularly in London, you'll find there are more law firms competing for space in search engines such as Google and for advertising space.


The beauty of being a law firm in the UK however, is that we can look to how law firms have succeeded using digital marketing in other parts of the world particularly in the US.

What marketing tools should my Law Firm use?

A competent marketing department for your law firm could be your best tool whether you choose to employ a specialist to create and deliver a strategy or use an experienced agency.


There are however, a number of great marketing tools you can use to help promote your law firm, particular things like research on competitors and research on how to present yourself online and offline.


Google is a great place to start. Enter your brand name and see how you appear or search for a service and see what suggestions Google makes. These suggestions will be what people are looking for in relation to your services.


You can use that data to see who's doing what well. If a competitor is doing something well, there is no harm in trying to replicate their success. 


If You want to get into the nitty gritty content marketing then you should look at the Google ads keyword tool to help you decide which search terms there is demand for in Google.


Get in touch to find out what other free tools you could use.

What is the best marketing strategy for law firms?

The best marketing strategy is one that helps you generate enquiries in the long-term.


The best marketing strategy for law firms is one that strikes a balance between planning and action.  


It depends on the size of your law firm and the nature of the services that you're offering, for example you may be offering family Law Services, but that differs to offering Family Law Services to High net worth individuals, in which case you will have a higher margin on new client enquiries as well as looking at slightly different audiences.


If you're an established law firm you may have been working in marketing for a while, in which case you'll have some existing data, particularly on what has worked and what hasn't as well as how you shape your brand. 


You may also have greater capacity to achieve your marketing objectives in a shorter space of time, providing that you employ or use the correct people as part of your marketing mix. 


Some people will tell you that radio, TV and newspaper ads are dead. And while the spend on them is certainly in decline, if you have a budget, you may still find that they can be an effective way of reaching those people with less of a digital footprint. Believe it or not, not everyone is on Facebook. 


Online is a great place to start your strategy. Reaching potential customers online gives you the power to reach people at scale, at a lower cost. What's more if you have your digital campaigns managed by someone who knows what they're doing,  changes can quickly be made to campaigns that aren't performing as expected.


See our guide to digital marketing for law firms here.

What is the difference between law firm marketing and business development?

Your law firm marketing strategy should be part of your overall business development. For example you may have an existing Business development manager who makes contact with potential clients or goes to events to generate leads.


Marketing can help create awareness for your business development team or it could be part of an online business development process where you are aware of how many touchpoints a potential client needs to have with you before they're likely to enquire.


For example an introduction to a client could be a piece of online content to educate them about commercial property law and everything they need to know.  Then they may need your services a few months down the line they and Google “commercial property solicitors”. You’ll be on their radar.


Potential clients may have met one of your team at an event or in person and then gone on to Google or search for your firm and what they see needs to reinforce their first impression.


Ideally, law firms should focus on both business development and marketing to generate awareness at various stages of the sales process and both functions can both complement each other.

What about video marketing?

Your law firm marketing strategy should be part of your overall business development. For example you may have an existing Business development manager who makes contact with potential clients or goes to events to generate leads.


Marketing can help create awareness for your business development team or it could be part of an online business development process where you are aware of how many touchpoints a potential client needs to have with you before they're likely to enquire.


For example an introduction to a client could be a piece of online content to educate them about commercial property law and everything they need to know.  Then they may need your services a few months down the line they and Google “commercial property solicitors”. You’ll be on their radar.


Potential clients may have met one of your team at an event or in person and then gone on to Google or search for your firm and what they see needs to reinforce their first impression.


Ideally, law firms should focus on both business development and marketing to generate awareness at various stages of the sales process and both functions can both complement each other.

What are the law firm marketing trends for 2020?

Like a lot of industries, 2020 is proving to be a testing time for law firms with potential clients unsure about her how services and processes can be carried out during covid-19 lockdown and isolation.  


Law firms that I work with are continuing to assess how many people are looking for their   services at this time, ensuring their messaging is on point so as to not be perceived to be taking advantage of the crisis.


I've been using this time to reiterate the importance of SEO for law firms. If done well, the process can take around 8 months before you start driving real traffic to your law firm website. But once you’re site has some authority, you’ll see real results!


Chatbots on websites and social media messaging can give clients extra customer service without taking up your resource.


Having an automated set of responses can help website visitors to find what they are looking for faster and allow you to assess the value of an enquiry. 

What if our law firm already has a marketing department?

If your law firm already has a marketing department then you should be getting results (if they’ve been at it for a few months). If your marketing department isn't getting you results, the reason could be the following:

  • You haven't given it enough time

  • You haven't given them enough budget

  • They aren't experienced enough in creating and delivering a marketing strategy to get you the results that you require.

  • You’ve employed a square peg to put in a round hole. For example a social media specialist when what you need is a marketing strategist.

I don't think there is a marketing department in the world who wouldn't want extra resource. While most of us marketers are proud of what we do and don't want to feel like we're under scrutiny,  having an extra pair of eyes or expert opinion can often be a good thing, particularly when you're dealing with high volumes of traffic or even at the start of the campaign as she might be dealing with small changes that make big differences.


Many law firms,  like many businesses, know that they have a requirement for better marketing but lack the experience themselves to know what makes a good marketing department. As a consequence they may employ the wrong type of person for the wrong job. 


In short it's always worth a review of your marketing strategy; what you doing, what works and what happened to give you a roadmap for the next couple of months, the next quarter and the next year. Nobody wants to be critical of your existing efforts and in most cases a review is about making things more efficient.


If your marketing department can’t show you the impact of what they’ve been doing over the past few months, then they need help.

What if I’m already using another law firm marketing agency?

This is similar to having your own marketing department. The marketing agency should be able to stand over what they have achieved and what they plan to achieve because they know what they're doing.


Naturally if you ask another marketer to review someone else’s strategy, they're always going to come up with suggestions and potential holes, but my feeling is it's always worth a second opinion.


If you're wondering what it is that your marketing agency is doing for you on a monthly basis particularly when it comes to results, then you need to start asking questions.


This doesn't mean that you're suddenly letting another agency run riot and trample all over your existing efforts, annoying everyone in the proces. 


There could just be part of your marketing mix that is missing. 


For instance, someone who's great at creating content across social media and for your website could still need help promoting it. It could be that you have a specialist in paid media who needs additional help regarding strategy and implementation.

I know how to market my law firm. What next?

If you know how to market your law firm then you should have a clear understanding of what your marketing objectives are and be able to create a marketing mix that involves the right channels, people and products that go into that.


You should therefore be looking at specialisms for example a key part of your marketing mix might be an SEO strategy for law firms in which case you need to get the SEO strategist and content specialist aligned to create a plan for the next 3 to 6-months. 


It should demonstrate an increase in relevant traffic and consequently enquiries on your website.


For small law firms, an obvious barrier is money and resources to achieve your marketing objectives. You therefore need to determine what the best use of your time and money is in the early stages. How much can you achieve with the resources that you already have?


How can you get the best out of a platform such as Google ads and can you find somebody cost-effective to manage it for you whilst you oversee it?

What about traditional advertising and marketing?

Traditional advertising and marketing are often referred to as “offline” using media such as TV, radio and newspapers. Digital marketing has been around for long enough now that it probably shouldn't be referred to as digital. This new marketing should just be called marketing.


The key thing for your law firm as a business is the cost, resources available and return on your marketing budget. So if you can be sure that advertising on radio, TV or in local press (or national press for that matter)  is going to get you more clients for less money vs online marketing,  then it’s a good choice!


The advantage that traditional advertising and marketing has is that it can reach people who aren’t as active online. Take people who spend their days driving vans and might be out and about listening to radio during the day. Or a demographic of slightly older people who might be watching television in the afternoon on a weekday. TV, newspapers and radio allow you to reach lots of people in specific geographic areas and that has its benefits. Your message is likely to stick with some of them and they may even turn out to enquire with your law firm. 


The different is that you are interrupting people in most cases. Anecdotally,  most of us don't look forward to having our radio or TV programmes interrupted by adverts. When it comes to TV  most of us are watching things on our own time.

Online advertising and marketing allow you to reach people at the right time and on the right device. 


For example, conveyancing solicitors can serve ads to people who have been actively engaging with estate agents. You can bet that they’ll need your services if they are buying or selling a home, so your ads become more relevant. 


While advertising on social media such as Facebook and Instagram may appear to be interruptive, it can also provide value to potential clients and create an interaction that might lead to an enquiry.


To say that traditional marketing and media are dead as channels is a statement that cannot be proved. But it is clear that investing time and money on digital channels is an area where you can see a clear return on investment, if measured and tracked correctly. Online marketing is also an area that can quickly be changed for example if you're not happy with a graphic after a day then you can change it. 

I have a small budget, what next?

If you have a small (or non-existant) budget, firstly, you aren’t alone!

But you’ll want to quickly test things to make sure that they work. 


For example, don't go all guns blazing and invest £12,000 on a TV advert.  Start off with a fiver a day on Facebook ads or 100 quid using free credits on Google ads. That way you’ll start to see what is working and understand the opportunities more. 


For firms with small marketing budgets or no marketing budget at all, it's essential to prioritise tasks and try and determine what strategies are going to get you the biggest return in a short space of time.


The beauty of digital marketing is that there's little mystery in terms of how your competitors are succeeding. You just need to be aware of what they have done to get where they are and then how much of that you can replicate or do better. 


For every business objective there is a priority to help you achieve it, which is often about working smart (as well as hard) and trying to do the thing that has low competition and takes less time. 


It's also a good idea when considering budgets to think about how much your competitors pay and why they pay that much. Ultimately if you're prepared to invest in good marketing then you should start to see a return on investment and it will be money well spent. 


Smaller law firms with reduced budgets are likely to also have reduced resources.

See if you can dedicate 20 to 30 minutes a day day  creating content or learning something new or telling more people about your business online.

How do I need to persuade my colleagues that we should start a marketing campaign?

If you have a small (or non-existant) budget, firstly, you aren’t alone!

But you’ll want to quickly test things to make sure that they work. 


For example, don't go all guns blazing and invest £12,000 on a TV advert.  Start off with a fiver a day on Facebook ads or 100 quid using free credits on Google ads. That way you’ll start to see what is working and understand the opportunities more. 


For firms with small marketing budgets or no marketing budget at all, it's essential to prioritise tasks and try and determine what strategies are going to get you the biggest return in a short space of time.


The beauty of digital marketing is that there's little mystery in terms of how your competitors are succeeding. You just need to be aware of what they have done to get where they are and then how much of that you can replicate or do better. 


For every business objective there is a priority to help you achieve it, which is often about working smart (as well as hard) and trying to do the thing that has low competition and takes less time. 


It's also a good idea when considering budgets to think about how much your competitors pay and why they pay that much. Ultimately if you're prepared to invest in good marketing then you should start to see a return on investment and it will be money well spent. 


Smaller law firms with reduced budgets are likely to also have reduced resources.

See if you can dedicate 20 to 30 minutes a day day  creating content or learning something new or telling more people about your business online.

Does Law Firm Marketing depend on the service we want to promote?

Yes. Some legal services have far more competition than others. For example personal injury and accident claims may cost 50 times more per click to show Google ads to people vs services such as Wills or employment law. 


But like everything else with marketing you have to weigh up the cost vs the potential value of the claim should you be instructed by the client. 


So while the national accident claims firm might be prepared to pay £80 for one person to click on one of their Google ads,  they know that if that person converts into a paying client, it could be worse a couple of thousands pounds to them.


Depending on the service, you need to also be aware of the buying or enquiry cycle. Criminal law carries with it an urgency and so clients are likely to choose based on things like availability promises and track record.  


Accident and injury claims cases can be investigated up to three years after the event and so people may be slower to reach a decision and have more of a desire to educate themselves before enquiring.