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How Law Firm Marketing Differs from Traditional Business Marketing

How Law Firm Marketing Differs from Traditional Business Marketing

Law firm marketing requires a different approach than other types of business marketing. In addition to advertising, legal marketing is about reputation management, adherence to legal regulations and guidelines, the ability to adapt to technology, and more. 

Law firms must focus on different aspects of marketing than other businesses. Firstly, law firms have to be careful when marketing their services because the legal industry is heavily regulated. Law firms also require client face-to-face interaction and have long sales cycles. They must focus on developing personal relationships with clients and position themselves as authorities in their industry, which calls for a different approach to content marketing than other businesses.

So, what is law firm marketing, exactly, and how is it different from other types of business marketing? Read on to find out. 

What is Law Firm Marketing?

The main objective of law firm marketing is to attract new clients to law firms through the promotion of the firm’s legal services. The marketing process involves informing potential clients about the legal services a law firm offers through a variety of techniques and strategies, including branding, lead generation, website design, search engine optimization, and more. These strategies help position the law firm as an authority in its field, attract new clients, and set it apart from its competitors. 

Law firms must take an entirely different approach than other businesses to achieve results, which means that their marketing strategy will greatly differ from other businesses. Below are some important aspects of legal marketing.

Lead Generation

People searching for legal services have very specific requirements, needs, and concerns that call for a specialized approach. Law firms must target people who are seeking legal services, which requires a deep understanding of their needs and how and what they are searching for online. 

Law firms are also very much relationship-driven. Many people choose legal services based on referrals from friends or family members, or relationships they have with an attorney. Because of this, law firms must focus on building relationships with prospective clients through targeted marketing campaigns. They also must ensure that their marketing efforts comply with legal advertising rules and regulations.

Beyond traditional methods of generating leads like referrals and advertising, law firms must step outside of the box and use different solutions to generate leads. Some examples include:

  • Chatbots: Chatbots allow you to connect with potential clients on your website round-the-clock and qualify leads before sending them to your sales staff.
  • Webinars: Webinars are a great way to attract leads while establishing your expertise and knowledge. You can offer useful knowledge and advertise your business at the same time by holding webinars on subjects that are important to your target audience.
  • Online directories: To boost their visibility and draw potential clients, law firms can include their company in online legal directories. These directories may offer specific leads from those looking for legal services.
  • Social media: Using social media in unique ways is a great way to generate leads. Start by building a strong online profile on social networking sites like LinkedIn, Facebook, and Twitter, and share educational and interesting information that demonstrates your knowledge and practice areas. To reach a larger audience, use paid social media advertising. You should also think about providing free consultations or other lead magnets as a way to entice potential clients to provide their contact information. 

Website Design/Optimization

A law firm’s website serves a very unique purpose. Because a website is typically the first point of contact for potential clients, it must be professional and authoritative. Law firms also have legal requirements they must follow for websites, including disclaimers, compliance, and advertising regulations. 

Your law firm’s website serves as your online showroom. It is your firm’s first impression to potential clients. A well-designed website must be optimized for SEO, easy to navigate, mobile-friendly, visually appealing, and provide valuable information about the legal services you offer. 


SEO for law firms is different from SEO for other businesses in a number of ways due to the highly competitive nature of the legal industry and the unique needs of people seeking out legal services. Law firms must use unique, tailor-made SEO strategies and solutions. 

Unlike many types of businesses, law firms must focus on local SEO. As law firms frequently cater to a particular region, local SEO is a fundamental part of their marketing strategy. For example, you should optimize your website and online listings for phrases like “divorce lawyer in [city name].” You can improve your presence in local search results and draw in more clients in your target geographic locations by concentrating on local SEO.

A law firm’s SEO strategy requires a specialized approach to address the unique needs of people seeking legal services. For example, law firms must target specific keywords and phrases that potential clients might use to search for legal services. These keywords are typically highly competitive and require a tailored strategy for success in search engines. Because a law firm’s website must be optimized for local searches, they must use location-based keywords and register the business with local directories. 

Content Marketing

People searching for legal services have very specific, unique legal concerns that call for specialized solutions, making content marketing for law firms different from content marketing for other businesses. Law firms must consider the following:

  • Legal authority: A law firm’s content marketing strategy should show the firm’s legal competence and dominance in its practice areas. This may entail answering common legal questions and concerns in blog posts, articles, videos, and other content that benefits prospective clients.
  • Compliance: Law firms must make sure that their content marketing initiatives abide by the guidelines for legal advertising. This may entail abiding by ethical guidelines on legal advertising and avoiding specific language or claims in advertisements.
  • Personalization: Clients who use legal services have specific legal needs that call for a customized approach. Law firms can target these needs with content marketing by writing content that speaks specifically to a target audience from a certain practice area or demographic.
  • Reputation management: Reputation has a significant impact on the legal industry, which means that law firms must carefully manage their internet reputation through their content marketing initiatives. This can involve keeping an eye on reviews, replying to negative comments, and actively seeking out positive reviews. 
  • Referrals: Referral marketing is an effective strategy for law firms looking to keep current clients and win over new ones. By putting a referral program in place and advertising it in your content marketing efforts, you can encourage your clients to recommend your company to their friends and family, which is a cost-effective way to grow your clientele.

Social Media Marketing

Another powerful marketing strategy for connecting with clients and establishing your brand is social media marketing. You can broaden your audience and interact with potential clients by producing and sharing interesting material on social media sites like LinkedIn, Twitter, and Facebook.  The secret is to produce information that is educational, timely, and interesting. Using social media channels to advertise your law firm’s services can generate leads and improve your online visibility. 

Due to the unique ethical and professional standards that set the legal industry apart from other industries, social media marketing for law firms is very different from that of other businesses. For example, firms must take ethics into account when posting on social media. They must follow the rules governing legal advertising, stay clear of conflicts of interest, and uphold client confidentiality.

Review Management 

Online reviews can have a significant impact on a potential client’s choice to hire your law firm, which is why it is critical to track and address reviews to establish and uphold a good reputation. 

Review management for law firms is different from other businesses due to the specific nature of the legal industry and the ethical rules that govern attorney conduct. Law firms may receive reviews from a variety of sources, including legal directories, social media platforms, and Google My Business. It is important to monitor and manage reviews from all sources to ensure a comprehensive approach to review management.

Law firms must also develop a response strategy for both positive and negative reviews. Positive reviews can be acknowledged and thanked, while negative reviews should be addressed in a professional and constructive manner. Firms must also regularly monitor their online reviews to ensure that they are up-to-date and accurate. This can involve using online tools like Google Alerts and Hootsuite Insights to monitor reviews across multiple platforms.


Law firm marketing has a very different, distinct approach to marketing than other businesses because the legal industry has very specific characteristics that set it apart from other industries. Law firms that want to stand out from the competition, generate more business, and retain clients must employ distinctive strategies that offer specialist knowledge of legal issues. Law firms handle delicate and complex legal issues and are also required to abide by strict ethical guidelines that govern legal advertising. In order to draw in and keep clients, law firms must communicate their services in a professional and moral manner.

Law firms require marketing plans that clearly convey their knowledge, develop client trust, and adhere to legal advertising regulations — all of which require a personalized approach to marketing.

Contact Our Law Firm Marketing Team Today

At ONE400, we are proud to be leaders in law firm growth. We work with our clients to develop comprehensive marketing strategies that generate leads, improve online visibility, and increase revenue. We help clients with law firm marketing, business consulting, product development, website development, and more. We also use the latest digital marketing techniques for acquiring relevant prospects and leads. If you have any questions about the components of your law firm marketing, product, or growth strategy, please do not hesitate to contact us to learn more about how we can help.  

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Natalie Bogdanski

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