Ultimate Law Firm Marketing Plan

The Ultimate Guide to Creating Your Law Firm Marketing Plan

When it comes to digital marketing, the first step to gaining clients for your law firm is to have a solid plan. And even if you’ve created one, if your current marketing strategy isn’t getting you traffic, conversions, and qualified leads, you may want to make some adjustments.

When you have a great marketing plan in place, one that’s tailored perfectly to suit your law firm, you can prevent wasting valuable time and money throwing strategies at the wall just to see what sticks and focus on what really matters — growing your business online. 

Follow this guide to create a law firm marketing plan that works!

Craft a Creative Brand Strategy

law firm marketing plan branding

When people hear the word, “branding”, they automatically assume it’s about visuals. But branding is about much, much more than logos and letterheads.

Branding is the process of creating a perception of a company, its products, and/or its services in a customer's mind. It combines several elements such as logo, design, mission statement, and a consistent theme throughout all marketing communications.

And so before you can create a marketing plan for your law firm, you need to have an understanding of what your brand is now, and what you’d like it to be in the future. 

Audit Your Current Plan

Begin by auditing your current marketing plan. Ask yourself the following questions:

  1. Where am I spending my time, energy, and resources?
  2. What marketing tactic or strategy gives me the highest ROI?
  3. Which marketing tactic or strategy can I cut to be more efficient? 
  4. How will I measure my success moving forward?

This may take some time so try not to rush this process. But once you answer these questions you’ll be well on your way to creating a brand new marketing strategy that actually gets you the outcomes you desire.

Set SMART Goals

After you audit your current strategy, you can use that analysis to set goals that help you focus and prioritize marketing success in the future. But let’s break it down even further…

You don’t want just any goals, you want to create SMART goals:

  • Specific - Make goals as specific as possible
  • Measurable - Define what KPIs will help you determine marketing success
  • Achievable - Make sure your goals can actually be achieved 
  • Relevant - Your goals should align with your mission, vision, or any long-term objective
  • Time-Bound - Create an ambitious but realistic time-frame to reach your goals

Again, this isn’t something you need to rush on. Take as much time as you need to create SMART goals you’ll be able to stick to!

If you'd like a worksheet to help you create SMART Goals for your law firm marketing plan, you can get one here.

Create a Mission Statement

Mission statements define your company’s purpose and primary objectives. For a law firm specializing in personal injury that may look something like, “We empower our clients and help them rebuild their lives after injury.

This is obviously simplified quite a bit but outlining what you do (or wish to do) for your clients, employees, or community is the general idea behind crafting a great mission statement.

Find Your Why

What is one thing that your law firm does that no one else can? That one thing is your firm’s USP — Unique Selling Proposition. 

Finding your USP is incredibly important. In marketing, your unique offer or perspective can set you apart from your competitors while drawing in and retains clients. 

To discover your USP, put yourself in your client’s shoes. Identify any features or benefits of your products or services that solve your client’s pain points and meet their needs. 

Outline Visual Elements

This is the fun part! Take all of the elements listed above — your current marketing strategy, your SMART goals for the future, your business mission statement, your unique selling proposition (USP), and begin to put the pieces together to create a comprehensive brand strategy. 

The components above should guide you in creating (or reworking) the following visual aspects of your brand:

  • Business Logo
  • Typography 
  • Primary Colors
  • Imagery

And the following messaging aspects:

  • Personality
  • Voice
  • Tone

You need to ensure that all of this reflects your goals, your mission and values, and the unique selling proposition that makes you, you!

Build a Strong Digital Foundation

law firm marketing plan foundation

The goal of this blog post is to help you do two things:

  1. Align your business goals to your brand strategy 
  2. And then, align your brand strategy to your marketing

The next step to take after crafting a solid brand strategy is to begin focusing on how you can present that brand online in order to attract new clients to your law firm. That starts with building a strong digital foundation for your business. 

Create a Website That Works

A great website is the core of a strong digital foundation. And for law firms looking to expand their outreach online, there is really only one element it needs to have…

Your website should be designed to capture leads.

Let me repeat that. Generating new leads for your firm has to be your top priority. That means your website needs to be optimized to capture those leads in the first place. To do that, make sure you do the following:

  • Start small: Create a simple CTA and stick it on your homepage. This can be something to the effect of, “Sign Up for Updates” or “Subscribe for Legal News!” This step is specifically for beginners or those who are just building their website — it’s purely to get the ball rolling. 
  • Analyze your data: In Google Analytics, go to Behavior → Site Content →  All Pages. This will show you which pages on your website get the most attention from visitors.
  • Create CTAs for each page: Now that you have a list of what pages visitors are attracted to, it’s time to pique their interest even further. What action would you like them to take? Signing up for a newsletter? Create a form. Downloading a lead magnet? Create a form. Make sure you have forms and/or pop-ups on each page of your website to capture potential leads.
  • Test what works: As you begin to get traffic to these CTAs, you’ll need to optimize them even further. Which CTAs are getting leads? Which are falling behind? Adjust any that don’t seem to be capturing your visitor’s attention and perhaps invest in paid traffic to the pages generating results. 

Craft Compelling Content

Once you have your tools in place to capture any leads that come your way, you’ll want to start actively driving traffic to your website. There are several ways to do this, in fact, we discuss strategy at length in an earlier blog, [9 Digital Marketing Strategies for Your Law Firm]. But here are a few of the more popular traffic generating tactics:


  1. Blogging: Establish yourself as an authority with helpful, compelling, and keyword-rich blog content. 
  2. Social Media: Join the conversation by actively engaging with industry topics on social media. Try LinkedIn for B2B conversations and Facebook or Twitter to attract followers. 
  3. Educational Content (webinars, videos): Content like this requires a bit more effort. But, if you have the time, tools, and resources, it’s worth it to craft long-form educational content for your audience.

Convert Clients With Relationship Marketing

If your primary focus is generating traffic and then converting them into leads, your next course of action is to amp up your relationship marketing strategy with a great tactic for doing both: email automation

Email automation ties directly into your website goals and takes lead generation to the next level. First, you’ll need to establish your offer. Ask yourself, “What information can I give that will both entice potential customers to download and eventually, lead them to become a client?”

Next, you’ll want to establish how to communicate after that offer is accepted by a potential client. Using the personal injury law firm example above, if your offer is a checklist for visitors on what steps to take after injury, your email automation could look something like this:

1st Email: Download information + Thank you

2nd Email: A list of resources to keep in touch and to continue the conversation

3rd Email: Follow-up to introduce your offer 

4th Email: Another follow-up to ask how they enjoyed the download + ask for feedback

5th Emal: Final follow-up with a link for a consultation, offline


Now, this is just one way to use email automation. It doesn’t have to be this involved, it can be as simple as having a Welcome email or a newsletter sign-up, the goal here is to nurture your leads and begin to establish a relationship with potential clients. 

You want visitors to not only sign-up for your offers but see you as an authority in the legal space and feel compelled to recommend your firm to their family and friends. That’s what building a relationship is all about!

Let Us Help Create Your Law Firm Marketing Plan

law firm marketing plan

As the owner of a law firm, we know how precious your time is. We know exactly how overwhelming this process can be, and we want to make things simple for you. 

Contact us now to book a Marketing Accelerator Session. Let us help you create the ultimate law firm marketing plan so you can sit back and focus on what really matters — your clients!