Cost-Effective Marketing Strategies for Solo Lawyers and Small Law Firms

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Law firms and solo lawyers should rethink their reallocation of marketing and business finances in line with the current changes in the legal industry, brought about by the global pandemic. To help you get through this transition, Advantage Attorney Marketing has compiled a list of marketing strategies to help you cut back on advertising costs without having to forego public promotion of your legal services. 

The advertising tactics listed here are effective but are not intended to be a long-term solution. If you want an effective law firm marketing system that will help in lead generation, search engine optimization, social media management, and other SEO services, create a shortlist of trusted digital marketing companies that match your law practice needs. 

  • Become Listed In Online Legal Directories

There are numerous lawyer directories such as FindLaw,, and Abogado that helps improve your visibility to your potential customers. When you create a listing, add your small law firm’s contact details, address, practice areas, photos of attorneys, and a short statement on what sets you apart from your competitors. You may also throw in reviews or testimonials from clients and other publications to boost your law firm’s online reputation. 

  • Set Up Pay-per-Click Campaigns

A PPC campaign is a paid advertising technique that links certain keywords to the topics that your prospective customers are more likely to use when searching for lawyers’ services. Any internet user that sees your ad and clicks on it will be redirected to your landing pages. 

  • Provide 24/7 Assistance to Your Target Audience

As your target market is turning to the internet for legal advice, offering a live chat or 24/7 real-time access can give you an edge over the competition. Chats can collect client information and inquiries and help you funnel your qualified leads. 

  • Publish Your Awards and Recognitions

 Though you may consider this more like a bragging move rather than a marketing tactic, publishing your professional accreditations, memberships, or nationally-recognized awards validates the quality of your firm and aids in your reputation management. You don’t have to explicitly say that you are the “best firm in your county or state”, you can simply have users see the award logos and have the branding speak for themselves. One type of recognition that marketing professionals would recommend you to post is a third-party validation. This can help boost your referral and profile ranking against fellow attorneys. 

Although awards will require nomination or application (for instance, Thomson Reuters’ Lead Counsel rating), the recognition is given for free yet requires a thorough board review, vetting, and peer recommendation to show that your law practice is indeed a top choice for legal customers. 

Explore Alternative Promotional Activities

If you think that these four strategies are still way out of your current marketing budget, or if you simply don’t have the time to manage these things, there are some other marketing approaches you can consider:

  • Advertise your firm via word-of-mouth or by using your blog, social media strategy, or personal network
  • Work hard to gain awards and don’t take this as the ultimate goal among your associate attorneys.
  • Focus on other media marketing initiatives such as radio, TV, or media coverage
  • Work with digital agencies or marketers that offer a package fitting your law firm budget and with a proven record of a return on investment (ROI) 
  • Keep your current clients satisfied so that they will refer you to new customers. If you don’t have an organized system of tracking your potential clients and leads, consider purchasing a customer relationship management (CRM) software.

If you plan to work with a marketing agency for your law firm but remain unsure whether you should sign a long-term contract, consider Advantage Attorney Marketing. Our digital agency is founded in a law office by legal professionals like you, which means we know how law firms work.

We offer website design services, consumer retargeting, and a digital marketing strategy that enables small businesses to get higher conversion rates, generate more web traffic, increase brand awareness, and improve your online presence. 

Grab Advantage Attorney Marketing’s free web audit today and create a marketing plan that will help you stand out in the industry!

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