9 min read
Updated: May 22, 2023

Marketing for Small Law Firms

You own a small law firm and want to compete with the larger players in your market. What can you do better than established law firms? How do you find a competitive advantage among so many other firms? What is the best business development strategy to help your firm increase revenue? To help you market your small law firm, we want to tell you about 7 steps that will help you challenge the Goliaths of the industry.

7 Steps to Grow Your Small Law Firm

1. Create a Marketing Plan

When it comes to website marketing for lawyers, the first and foremost strategy is to have a marketing plan. Many law firms know they require one, but many do not write it down. Having a plan will determine which marketing tools and marketing tactics you need to rank higher in search engine results pages (SERPs).

Does your law firm have a legal marketing plan for growth in 2023?
Does your law firm have a legal marketing plan for growth in 2023?

Let us help you create a growth plan for your practice area


According to the U.S. Small Business Administration, only 56% of small law firms and solo practitioners have marketing plans. It is vital to have one. The appropriate legal marketing plan guides you in the right direction, so you can focus on your paying clients.

2. Build a Well-Designed Law Firm Website

Once you have a law firm SEO marketing plan, you must start with the end in mind. That’s why $500K attorneys rely upon a quality website as part of their marketing efforts. Having a great site is the foundation of marketing for small law firms, and drives suitable prospects from your various traffic sources.

Law firm websites are the digital equivalent of walking into an office. Even small firms should have a well-designed site that highlights their practice areas while adhering to general and local SEO best practices.

Think about it this way: You shouldn’t really invest marketing dollars in social media ads or content video content, for instance, until you’re happy with your website. Once it showcases your firm in the best light, then you can ramp up your marketing efforts to rank higher online.

According to an Imarc Agency, 70% of law firms generate sales from their law firm website. You cannot compete today against larger firms, or get new clients, without having a quality one.

Peters Mullins Attorney Website

3. Start a Content Marketing Campaign

Once you have a quality website, you should focus on creating your thought on search engine-friendly leadership pieces.

As an attorney, you want your clients to look at you as a trusted advisor. For them to trust you, they need to know you understand your business. You do this in two parts.

First, get testimonials and previous client work. Second, back up work with quality blog posts, articles, white papers, e-books, case studies, and other content pieces.

Your law firm marketing strategy should demonstrate your thought leadership to target clients, drive organic traffic from Google, and increase your social media following.

Barr and Young Lawyer Blog

4. Invest in Paid Advertising

Many small law firms include paid advertising as a part of their marketing mix. Driving organic traffic from Google and social media is great. However, it could take six months to establish a substantial presence in Google searches. Most small law firms don’t have the resources to wait for search engine optimization to start generating more clients.

More than likely, you need business now, which is why you should invest in advertising, such are search engine marketing campaigns and social media marketing. It is not an instant fix, but the right mix of copy, images, and offers can help your firm. Setting aside a marketing budget to achieve these short-term marketing tactics is highly recommended.

5. Start an Email Marketing Campaign

More than likely, as an attorney, your target audience won’t require your services right away. Instead, they want you when they are in a legal jam.

Therefore, it is beneficial to keep yourself top of mind with prospects. The best way to do that is through a regular newsletter.

You can combine this newsletter with the content you created in step three. The key is to create entertaining and informational pieces for your newsletter on a monthly basis.

By doing this, most law firms build a relationship with prospects over time. Then, when they require your services, they can keep you top of mind.

MailChimp email marketing

6. Register in Relevant Legal Directories

Another way to drive quality traffic to your law firm’s website is through legal directories.

Legal directories like Avvo and Lawyers.com already have a steady stream of potential clients who may want your law firms’ services.

Your job on these directories is to get positive client testimonials from past clients and provide answers that help potential clients make up their minds if they want to use your legal services. The more helpful your answers, the more you increase quality client intake.

Gordon Levinson Avvo Page

7. Look Out for Different Opprotunities

Your law practice doesn’t have to be large to start leveraging the power of your team to execute your marketing plans. You need a few dedicated attorneys willing to work on marketing your law firm’s brand and marketing methods. If you can get a handful of attorneys and staff members, then you can leverage this team to implement your law firm marketing strategy.

What you need to do is train these people to search for the appropriate opportunities on different marketing channels, so they can action your marketing plan.

<span style=Attract more leads to your law firm“>
Attract more leads to your law firm

Talk to legal marketing strategy experts

Final Thoughts

Is it difficult to compete as a small legal firm amidst bigger law firms for prospective clients? Of course, it is! But, that shouldn’t discourage you from reaching your marketing goals. Remember, marketing efforts are geared towards creating a sustainable law firm.

If the right digital marketing strategy is well executed, you will see results, no matter what the size of your law firm. If you are ready to grow your firm with online marketing that brings in new business, then contact us today for more marketing information.

Frequently Asked Questions

What is a good profit margin for a small law firm?

A small business's profit margin usually ranges from 7% to 10%, but many law firms' profit margins are around 20% and 30% after per equity partner (PEP) fees are deducted. A law firm's structure and size determine these figures.

How much do small law firms spend on marketing?

Marketing should be budgeted at 7%-8% of gross revenue, according to the U.S. Small Business Administration. Most law firm management consultants recommend law firms spend between 2% and 5% on marketing, but the exact amount depends on several factors, including the law firm's location, its track record, and how established it is.

How do law firms acquire clients?

In addition to digital marketing, there are two main ways lawyers get new clients - referrals and reviews. Your name can be spread through networking and by attending events, allowing people to know that you are a reliable, trustworthy attorney.

Why are small law firms better?

Due to the fact that they are handling fewer clients at once, smaller firms can be more flexible with their time. They will also go the extra mile for the convenience of their clients since they care about them personally.

In what cities do you operate?

Comrade originates in Chicago, but we worked all around the United States. We can help your business grow and increase revenue whenever you are. We have offices across most major cities in the US. For example, we can offer digital marketing services in Dallas or Milwaukee. You can even find our internet marketing experts in Columbus! If you want to know more about our San Diego digital marketing agency or find out how exactly we can help you, contact us via the phone or email.

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

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About the Author
Ivan Vislavskiy
Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
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