How Do I Create a Marketing Plan for My Law Firm?

February 18th, 2022 / Kelly / Reading Time: 3 minutes

creating a marketing plan for a law firm When it comes to staying competitive, a strong marketing plan is key. In law firms, marketing takes on many different forms and for many businesses, it can seem like an overwhelming task. Creating a marketing plan gives you a foundation from which to work.

To stay competitive in today’s market, you must have a marketing plan. A plan helps you stay relevant to your clients and meet their needs effectively.

Your marketing should be tailored to your specific firm, but there are a few elements that are universal.

A well-crafted attorney marketing plan:

  • Saves money
  • Saves time
  • Attracts website traffic, phone calls, and referrals
  • Converts leads into clients
  • Builds your brand
  • Outperforms the competition

Where do you begin when creating a marketing plan for your law firm?

Establish Your Brand

A good place to start when creating a plan is establishing clear goals and identifying how your business will stand out.

Many companies focus on developing a strong identity that represents your brand and what you want to represent to the public. By using defined branding, you can establish trust, credibility and show how your products or services are unique in comparison to others in the industry.

Identify Your Audience

No business is successful without customers. But you need to identify the people most likely to become your customers. This involves identifying your target audience.

There are many ways to build an audience, including social media marketing or using your website to establish an online presence. When it comes to active promotion, businesses need to look at all avenues available in order to make the biggest impact possible.

Be Consistent

Consistency is key when it comes to marketing. You need a schedule that ensures you are reaching the audience you want when they’re most likely to be receptive. Once you have implemented your plan, stay consistent. This allows your clients and potential clients to get to know you and what you offer.

What Does Every Law Firm Marketing Plan Include?


When you create your marketing plan, make sure it includes SMART Goals.

SMART stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound


Before diving in, you must set a budget. It doesn’t matter if it’s big or small, you just need to know where you stand financially before assessing your options and making decisions.

Marketing Calendar

Having a calendar means you’ll get things done without feeling overwhelmed. You can have one or two – or more – goals each month and focus on those things. But you’ll also know what’s on tap for the entire year.


What makes your firm different than the competition? Do you offer better prices? More experience? A specialized approach?

Make sure you know what differentiates you and that your potential clients know, too.

Tracking System

You must know what’s working and what isn’t. Make sure you track all of your marketing efforts and how they benefit your firm. This way you’ll know what to continue doing and what to eliminate from your plan.

Tools for Your Attorney Marketing Plan

The following tools can help you market your law firm. You should consider each of them and whether or not they are a good fit for your practice.

Online Tools for Your Attorney Marketing Plan

  • Website
  • Social media marketing
  • Blog posts
  • Legal directories
  • Attorney bios
  • Backlinks and SEO optimization
  • PPC
  • Email marketing
  • Google My Business
  • Local service ads
  • Client testimonials

Offline Tools for Your Attorney Marketing Plan

  • Marketing collateral including newsletters, business cards, and brochures
  • Advertising on radio and TV
  • Community involvement
  • Speaking engagements
  • Networking and referrals
  • Boards and professional memberships
  • Publicity

Keep in mind, there might be overlap among these things. For example, if you’re speaking at a seminar in your community, you’ll want to highlight that online by distributing a press release and/or posting a blog about it.

Legal Web Design Helps You with Creating a Marketing Plan for Your Law Firm

If you need assistance creating a marketing plan for a law firm, we can help. Contact Legal Web Design to assess your current marketing situation and determine what you can do to improve it.

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Here is what you can expect when working with Legal Web Design

  • Easy

    A free initial meeting to discuss your project and needs;

  • Down To Earth

    Personal, one-on-one attention from our designers and a dedicated project manager;

  • Plan

    A content managed attorney website that looks great and is easy to maintain, expand, or update;

  • Ideas

    A customized plan to promote your legal website, including ongoing search engine optimization and social media options;

  • Execution

    Follow-up and consultation is included with every website, so you will never have to look far for ideas to grow your legal practice.

  • Success

    A content managed attorney website that looks great and is easy to maintain, expand, or update;

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