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Attorney Marketing Tips for Small Law Firms and Solo Lawyers

Marketing Tips

Businesses of all types and forms need marketing. After all, the goal of any business is to profit and make money. Marketing is a vital channel to achieve this. In legal practice, attorney marketing or law firm marketing is how law firms and attorneys attract new clients and retain existing clients online. Marketing is standard practice for most businesses. But what about smaller ones? How do small law firms and solo attorneys maximize the benefits of marketing?

Small law firms and solo attorneys need to strike the right balance between marketing their services and focus on their practice. After all, smaller businesses tend to do most of the work themselves​​. Having legal marketing experts passionate about helping small law firms and solo attorneys market your business with solutions to boost engagement and convert visitors boosts your business. 

Knowing where and how to start is already a successful beginning. Understanding the various methods and platforms could bring effective results to your business objectives.

In this guide, you will know the basics of effectively marketing your law firm, from Search Engine Optimization (SEO) to online and on-ground reputation management, social media, and more. Familiarizing yourself with the tools of the trade and how to leverage them, identifying and measuring key results areas, and understanding your audience are some of the things you need. For your law firm to grow, thrive, and succeed, you need to have a solid client base. This means attracting potential clients, getting them on board, and cultivating professional relationships with existing clients. Here are some tips.

Establish Your Marketing Strategy

This is an often overlooked step in marketing. The marketing strategy defines the purpose of your marketing efforts and essentially drives these efforts forward. 

  • spell out the whys of your firm 
  • craft relevant marketing goals 
  • establish your primary target audience
  • identify the services you are offering 
  • determine who your competitors are
  • anchor your messaging

By clearly defining these parameters, you will utilize the correct tools and platforms and have a consistent brand message that will resonate better with your potential and existing clients.

The marketing strategy will allow you to have an effective marketing plan to deliver specific results and help you achieve your goals.

Simply put, your marketing strategy will establish who you are, where you are, and where you want to be. 

Craft Your Marketing Plan

Using your marketing strategy as your guide, you can now create a marketing plan tailored to your needs, objectives, and current position. This attorney marketing plan allows you to identify concrete steps and specific actions to implement and execute your strategy and achieve your marketing goals.

This plan will also map out the marketing platforms and marketing tools you will utilize, such as social media marketing or search engine optimization. You will also need to identify the specific results you want to achieve in each of the marketing efforts that you will implement.

If the marketing strategy is your guide in visualizing where you are and where you want to be, then the marketing plan guides how to get there. 

Always look back on your identity and goals and align each tactic to have cohesive and consistent efforts. Establishing your legal marketing strategy and marketing plan can feel overwhelming. You may also seek out some marketing professionals in your area to guide you and ensure you get the most out of your marketing budget.

Marketing Tactics Tips

With both the marketing strategy and marketing plan already in place, you are now ready to execute marketing efforts to grow your business. Here are more tips for small law firms and solo attorneys that you may want to consider:

Search Engine Optimization (SEO)

In this digital age, you can find most of what you need in just one click. This is true in attorney searches of potential clients. This means that you or your law firm must be easily found online. To ensure that you appear high in Search Engine Results Pages is through Search Engine Optimization (SEO).

Be a thought leader and content guru in your legal specialization. Your content must reflect the types of law practice you are in and establish your credibility. Create educational content. Strategize what your potential clients would look for online and provide that for them.

Local SEO

Most clients prefer someone nearby to talk to face-to-face or visit their office and evaluate based on what they see. Local SEO provides excellent value to small law firms and solo attorneys to help you get found by the right clients.

You can optimize your firm’s ranking in local search results or local SEO as one of your marketing tactics. These include setting up a Google My Business Page, putting in your address, phone numbers, and local keywords in your website and content, including client and peer reviews and feedback.

Well-Managed Online Profiles

Think of your website as your physical office lobby. It should generate good first impressions. This means that your site must be user-friendly for all devices and pleasing to the eyes. Web design must be user-friendly and highlights the services you offer, your awards and accolades, and a strategically placed call to action. Your content must be well-curated to reflect what you do and the level of expertise you can bring in to help a potential client.

Can potential clients find you across multiple online and social media platforms? Aside from your website, do you also have profiles in LinkedIn, Google Plus, Yelp,, YouTube, Facebook, Twitter, social media platforms, other networking sites, and review websites? Is your content optimized to deliver the results?

Invest In Your Marketing Today!

These are just some of the ways you can market your services. Book consultation at Advantage Attorney Marketing to know more about our competitive law firm marketing packages and technology services. There are more opportunities than you can maximize to promote your services. Having a marketing firm to handle your marketing channels for your law firm is a worthy investment.

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