6 Tips for Marketing Your New Law Firm

Thomson Reuters

The law business is a very lucrative one. That’s why starting a new law firm will be an exciting venture for you. However, this new journey comes with its own set of challenges.

According to IBISWorld, the US has around 449,633 law firms as of 2023. That’s an increase of 0.7 percent from 2022. As time passes, the number of law firms in the country will rise and so will your competition.

Statista data suggests that the number of law firms in the US has only increased in the last ten years. From 2018 to 2023, the number of law firms in the country grew by approximately 0.7 percent per year on average. Based on this data, it’s easy to see that your competition in this field will only continue to grow. Thus, you need to prepare your law firm accordingly. For that, what you need is good marketing.

To help you out with that, we’ll lay down a few marketing tips for your new law firm. Sticking to these tips will help your firm stand out and gain more clients.

#1 Define Your Niche and Target Audience

Before diving into marketing efforts, it’s essential to identify your niche and target audience. Specializing in a specific area of law will help differentiate your firm and position you as an expert in that field.

To understand the needs of your target clients, you have to do extensive market research. Whether you focus on family law, business law, or any other practice area, tailor your marketing strategies to address the unique concerns of your potential clients.

#2 Create a Professional Website

According to Constellation Marketing, with proper search engine optimization (SEO) strategies and web design in place, it becomes easier for law firms to appeal to high-value clients. Therefore, global and local SEO, a well-designed website, and your overall brand aesthetic should be part of your law firm’s marketing plan.

Your website serves as the online face of your law firm and the first point of contact for your potential clients. Make sure it is visually appealing, easy to navigate, and mobile-friendly. Include relevant information about your firm, the services you offer, attorney profiles, client testimonials, and contact details.

Optimize your website for search engines using SEO strategies. This helps improve its visibility in search results. Implementing relevant keywords, producing valuable content through a blog, and obtaining backlinks from reputable websites will boost your online presence and attract organic traffic.

#3 Leverage Content Marketing

With content marketing, you get to create informative and engaging content that will cater to your potential clients. The content will also be helpful for anyone looking for generic legal advice or information. You can also use content like blog posts, articles, videos, or podcasts to promote your law firm and its lawyers.

Share your content on your website, social media platforms, and through email newsletters to reach a broader audience. Consistency is key to building trust with your potential clients. Therefore, maintain a regular publishing schedule and stay up-to-date with the latest legal developments in your practice area.

#4 Build Your Law Firm’s Presence on Social Media

Setting up social media pages on Facebook, Instagram, and LinkedIn will help build your law firm’s online presence. These pages will help you better connect with your audience.

Through these pages, you can run various types of promotions. You can also use them as channels to share your content. From photos and videos to articles and new stories, you can share a lot of things with your audience through these pages. Make sure all this content connects to your firm in one way or another. If not, at least make sure the content is relevant to legal matters.

#5 Build and Leverage Client Reviews

Encourage your clients to leave reviews on your website, social media handles, Yelp, or Google Business profile. These reviews will help you understand what you’re doing right and where you might be going wrong. Plus, you can also display some of the positive reviews on your site to gain more attention from visitors and potential clients.

In addition to testimonials, case studies that highlight successful outcomes for your clients can be compelling marketing tools. They provide potential clients with concrete examples of how your firm can help them resolve their legal issues effectively.

#6 Networking and Referral Partnerships

Networking is a powerful way to expand your reach and build relationships within your local legal community. Attend legal events, seminars, and conferences to meet other attorneys, judges, and professionals. Establishing personal connections can lead to referrals and collaborative opportunities that can benefit your firm.

Create referral partnerships with non-competing businesses or professionals who may encounter clients with legal needs. For instance, real estate agents, financial advisors, and medical professionals can be valuable referral sources.


Thomson Reuters reports that law firms, on average, spend just under 2 percent of their revenue on marketing and business. Of course, in such situations, the budget doesn’t matter. What matters is how that budget is spent on the right marketing strategies.

If you’re entering the law firm business, you, too, have to set aside a budget for marketing purposes. As you do so, keep the above-discussed tips in mind. Ensuring this will help you make sure that your law firm’s marketing plan leads to more clients and overall business growth.

By Clare Louise