Placeholder canvas

Seven major components of law marketing

Seven major components of law marketing

Law marketing is a critical part of a law firm’s business development and growth. According to GlobeNewsWire, the total size of the international legal market is expected to exceed $1 trillion in the coming decade. In order to attract and keep clients in the current competitive legal market, businesses must develop targeted, efficient, and properly crafted law marketing strategies.

Effective law marketing requires a thorough understanding of the unique challenges and opportunities that come with marketing legal services. In this blog, we will discuss the seven major components that every law firm should consider when creating a comprehensive marketing plan.

Seven Common Components of Law Marketing

1. Strategy Development

The first stage in developing a successful law marketing strategy is to create a thorough plan. This entails developing a strategy that specifies the company’s objectives, target market, potential pain points, and budget. When a solid plan or strategy is not implemented, many marketing plans fall short of their goals. The plan should specify the methods the company will employ to accomplish its objectives, such as paid advertising, content marketing, social media, or search engine optimization.

2. Branding

A key element of law marketing is branding. A legal firm’s brand should accurately represent its personality, core beliefs, areas of strength, and selling proposition. A company can stand out in a crowded market and build a solid reputation among clients and colleagues by developing a distinctive brand. Developing an engaging brand story, designing a logo and visual identity, and establishing a consistent brand voice across all marketing channels are all key to a success branding strategy.

Effective law marketing develops a coherent brand identity that resonates with a target audience. A clear and consistent brand messaging strategy is what can truly set law firms apart from their competitors.

3. Website Design and Development

A law firm’s website is often the first point of contact with potential clients. A well-designed and user-friendly website is essential for attracting leads, creating a positive first impression, and establishing credibility. The website should be optimized for search engines, visually appealing, mobile-friendly, and provide valuable content and resources for clients. Creating compelling content, establishing a clear navigation structure, and including social proof via client testimonials and case studies are all components of a comprehensive website strategy.

4. Search Engine Optimization (SEO)

Search engine optimization is the process of improving a website’s content and architecture so that it appears higher in search engine results pages (SERPs). A comprehensive SEO strategy involves keyword research, on-page optimization, content development, and link building. SEO is critical for law firms because it can increase website traffic, generate leads, and establish the firm as a thought leader in its practice areas.

Many people in need of a lawyer typically search for one through search engines like Google. Strong SEO could be the competitive advantage a law firm needs over its competitors. Strong SEO could also be the difference between a call for an initial consultation, and a potential client not learning about the law firm at all.

5. Content Marketing

Content marketing is the creation and distribution of valuable, engaging, and consistent material with the goal of attracting and keeping a target audience. An effective content marketing strategy includes developing a content calendar with a wide range of formats (blog posts, infographics, videos, resource guides) and distributing the content through multiple channels, including email marketing, social media, and more. 

Today, content is what drives search engine optimization. Content marketing is essential for law firms because it can establish the firm as a thought leader, build trust, educate potential clients, increase website traffic and leads, and establish a law firm as a reputable authority.

6. Social Media Marketing

Social media marketing can significantly help law firms hone their brand/messaging, build authority, and connect with more potential clients. Social media marketing is the process of using social media platforms (such as LinkedIn, Twitter, and Facebook) to connect with potential clients and promote the firm’s brand and services. 

A thorough social media marketing strategy should include choosing the appropriate channels for the business, producing interesting content, and establishing a regular posting schedule. Social media marketing is essential because it can raise brand awareness, improve website traffic, and give law firms a platform for thought leadership and client involvement.

7. Paid Advertising

Paid advertising involves paying for advertising space on websites, search engines, and social media platforms to increase website traffic or produce leads. An effective paid advertising strategy includes developing a budget, choosing the appropriate platforms, creating compelling ad copy, and monitoring and enhancing ad performance. 

Paid advertising is essential for law firms because it can generate immediate leads and traffic and target specific demographics. One of the most cost-effective forms of paid advertising for law firms is pay-per-click (PPC) – a form of online advertising in which advertisers pay each time a user clicks on one of their ads.


Effective law marketing is critical for law firms to attract and retain clients in today’s competitive legal marketplace. The above components are essential for creating a comprehensive marketing plan that can help a firm stand out in a crowded market and develop a positive reputation among clients and peers. By creating a strong brand identity, optimizing their website and content for search engines, using social media to communicate with potential clients, and using paid advertising, law firms can create a successful law marketing strategy that maximizes their potential for success. 

By implementing these seven components of law marketing, law firms can create a thorough and efficient marketing plan to help them achieve their business objectives and grow their client base.

Contact Our Law Firm Marketing Team Today

At ONE400, we are proud to be leaders in digital law firm marketing. Our team of professionals helps lawyers and law firms craft comprehensive strategies—with a focus on everything from consulting to website development to SEO. If you have any questions about the components of your law firm marketing strategy, please do not hesitate to contact us to learn more about how we can help.  

Stay current on new topics

About the author

Allen Rodriguez Allen Rodriguez is a legal product development strategist who has been serving the legal industry for over 21 years. Over the course of his career, Allen has built a reputation for creating innovative legal services products as well as developing highly effective law firm business and marketing strategies. Allen is a valued speaker on the topics of law marketing, legal services product development, and future of law issues.

Related Articles

Stay current on new topics

How can we help you?

We offer a full suite of services to grow your law firm or legal tech company in every dimension—strategy, brand & design, tech management, and digital marketing.

© Copyright 2024 ONE400Opens in a new window.
Fixed Logo

Choose your segment