Marketing strategy used to be a luxury reserved for larger law firms. Small and solo law firms would rarely consider a marketing strategy outside of word of mouth due to those dollars needing to be used for office rent or keeping the lights on. However, with the added benefits of technology, marketing is no longer considered a luxury but instead within arm’s reach. It is also, in today’s world, a necessity. Today’s legal landscape has become quite competitive, and small and solo firms face the challenge of standing out amidst larger competitors and a growing reliance on online platforms. Small and solo firms can carve out a strong market presence, attract clients, and build long-term relationships. Lawyers can use effective, cost-efficient marketing strategies that are tailored for small and solo firms that can drive growth, client loyalty, and positive word of mouth.
In an increasingly digital world, a lawyer’s firm’s online presence is essential and is often the first impression potential clients will have of the lawyer. When potential clients look at a website, they get an instant gut feeling — is this a lawyer or firm that I can trust and that will work hard for me? Have they placed enough thought into their website that correlates how much thought they will put into my case or matter? A well-crafted website and active digital channels can not only showcase a firm’s expertise but also build trust and credibility.
A firm’s website is their digital storefront, and it must look professional, be user-friendly, and be optimal for mobile device use. Key elements include:
- Clear contact information (including a phone number and email address).
- Well-defined practice areas that highlight the firm’s expertise.
- Client testimonials or case studies, if available.
- An intuitive navigation structure for ease of use.
- A blog or resource section with useful legal tips or industry updates. While this is optional, it provides potential clients with insight as to the level of expertise the firm brings.
Search engine optimization (SEO) is not something attorneys automatically think about when determining a plan for their strong online presence. However, SEO is critical to ensure that the website appears in search results1 when potential clients search for legal help. To assist with this optimization, there are online tools that can be utilized, such as Google My Business and local SEO tactics2 (e.g., “Michigan family lawyer” or “Detroit estate planning attorney”). The website should contain high-quality content, including relevant keywords, practice area descriptions with helpful and informative language, and, if applicable, blog posts about common legal issues.
Positive online reviews can also significantly boost an attorney’s credibility. This can be accomplished by encouraging satisfied clients to leave reviews on platforms like Google, Avvo, or Yelp. Reviews play a pivotal role in client decision-making, particularly for smaller firms where word-of-mouth recommendations are paramount.
Social media3 is another essential marketing tool that allows small law firms to connect with clients and potential clients, share legal insights, and enhance visibility without a large budget. Small firms should focus on the platforms where potential clients are most active, such as Facebook, Instagram, LinkedIn, TikTok, YouTube, Bluesky, etc. Social media may be used to share valuable legal tips, recent cases, and client success stories (with permission)4 or to provide updates on new laws and regulations. This positions the firm as knowledgeable and approachable. Other options through the use of social media are creating short, informative videos demystifying legal concepts for the audience or making behind-the-scenes reels that show the human side of the firm by introducing staff, sharing community involvement, or posting firm milestones. If able to budget for some paid advertising, small firms should consider targeted ads on social media because even with a small budget, attorneys can run highly targeted campaigns aimed at specific demographics or geographic areas.
For small firms, personal connections and community involvement still have significant impact on brand recognition and client loyalty. This is why it is important for small firms to continue attending local business networking events, bar association functions, and industry conferences. These events provide opportunities to meet potential clients and build relationships with fellow professionals, so be prepared with business cards or digital marketing materials such as a firm brochure or website QR code to distribute.
Being involved in pro bono5 work and community services also shows a firm’s commitment to their community. This not only helps build goodwill but also establishes trust and raises awareness about the firm. Some tips are to consider hosting free legal clinics or offering seminars on common legal issues like estate planning, family law, or tenant rights. This is a great way to educate the public while subtly marketing the firm’s services. In addition to pro bono work and participating in community services, referral6 relationships also develop relationships with other professionals who may refer clients. Therefore, establishing a referral system where both parties benefit from client referrals may also garner additional business and promote the firm’s practice through other professionals.
For many potential clients, taking the first step to hire an attorney can be intimidating. Offering free consultations can help ease the anxiety and create a sense of trust while also giving the attorney an opportunity to demonstrate their expertise. If the firm is able to fiscally provide free consultations, this should be highlighted on the firm’s website and social media profiles. This opportunity allows the firm to engage with clients, understand their needs, and show the firm can solve the client’s legal issues. But it may not be enough to offer a free consultation. Simplifying the process for booking consultations by providing an online scheduling system is essential in today’s digital world. Think about it personally … what is preferable? – Calling, potentially leaving a voicemail, and waiting for a callback or quickly filling out a form online and moving on to the next thing on the day’s to-do list?
Last, but certainly not least, small firms should build a natural niche.7 Since law school, attorneys have been told to develop and specialize in their niche areas, whether that be criminal law, patent law, transactional law, medical negligence, etc. By having a niche area, the attorney can hone their marketing plan to find their ideal candidate and build their practice for those clients. By knowing the niche, the firm can create a strategic marketing plan to better reach their potential audience and to build its brand.
Effective marketing does not require a large budget — it is about strategy, consistency, and authenticity. For small law firms, focusing on building a strong online presence, networking, providing valuable content, and offering personalized services can make a huge impact. Combining digital tools with community engagement and thoughtful client communication, the firm and its attorneys can stand out, attract quality leads, and build lasting relationships that drive sustained growth.
As a small firm, it has a unique opportunity to offer personalized, client-focused service — that one-on-one relationship that many clients crave. Use the firm’s marketing efforts to highlight how the firm is different — whether it is the deep understanding of local laws, the compassionate approach, or the innovative use of technology. When done thoughtfully, the marketing strategy will not only attract new clients but also help to build long-term success!
To receive some further tips on marketing strategies, contact the Practice Management Resource Center at (800) 341-9715 or pmrc@helpline@michbar.org.