Most law firm marketing is simply, wrong!
Let’s look at some sobering numbers. Research from Thomson Reuters shows that 77% of law firms believe their marketing is effective. Yet when you dig into the actual metrics that matter – like return on marketing investment, client acquisition costs, and market share growth – the data tells a very different story. Only 23% of firms can actually demonstrate meaningful ROI from their marketing efforts.
Why such a massive gap between perception and reality? Because most firms are doing marketing completely backwards.
The Three Fatal Flaws
Through our work with law firms for close to two decades, we’ve identified three fundamental problems that keep cropping up:
1. Starting with Tactics Instead of Strategy
Firms jump straight to execution – “We need a new website!” or “Let’s get on TikTok!” – without doing the fundamental strategic work first. It’s like trying to build a house without a foundation. You might get something that looks nice, but it’ll collapse at the first sign of pressure.
2. Lack of Consistent Execution
Even firms that occasionally stumble onto good strategy typically fail at execution. They’ll roll out a new positioning or campaign, then abandon it three months later because they’re not seeing instant results. This is marketing malpractice.
3. Working with the Wrong Partners
They either try to do everything in-house (madness), work with generalist agencies that don’t understand the legal sector, or worse – spread their marketing across multiple agencies, each pulling in different directions.
The Right Way to Do Law Firm Marketing
Let me outline what actually works, based on empirical evidence, not marketing buzzwords:
Start with Proper Diagnosis
Before you even think about websites or social media, you need to understand your market. This requires three key steps:
1. Market Orientation
First, you must accept that your opinion about your firm doesn’t matter. I don’t care if you think you’re the most innovative firm in town. What matters is how your potential clients see you.
2. Proper Research
And I mean proper research, not just looking at competitor websites. You need both quantitative and qualitative insights. Talk to your clients. Watch how they choose law firms. Understand their fears, frustrations, and desires.
The data is clear here: firms that spend at least 10% of their marketing budget on research see 2.3x better results than those that don’t. Yet according to the Legal Marketing Association, only 15% of firms invest adequately in research.
3. Market Segmentation
This isn’t about basic demographics. It’s about understanding the different groups in your market and how they make decisions. A corporate client choosing M&A counsel has very different needs than an individual seeking estate planning help.
Develop Real Strategy
Strategy isn’t a mission statement or a list of objectives. Strategy is about making choices – specifically, choosing what NOT to do. For law firms, this means:
1. Target Market Selection
You can’t be all things to all people. Choose which segments you want to focus on and – this is crucial – which ones you’ll ignore. Firms that focus on specific segments show 47% higher profit margins than those trying to serve everyone.
2. Clear Positioning
What do you want to stand for in the minds of your chosen segments? This isn’t about being “innovative” or “client-focused” – every firm claims that. What’s your actual position in the market?
3. Brand Architecture
How will your different practice areas work together under your brand? Will they be distinct sub-brands or part of one unified brand?
The Critical Importance of Execution
Here’s where most firms go completely off the rails. They might have decent strategy (rarely), but they fail miserably at execution. The data shows that consistent execution of an average strategy beats brilliant strategy with poor execution every time.
Proper execution requires:
1. Consistency
Every touchpoint needs to reflect your positioning. This means your website, your pitch decks, your office design, even how your receptionist answers the phone. Research from the Legal Marketing Association shows that firms with consistent brand execution across all touchpoints see 31% higher client retention rates.
2. Distinctiveness
In a sea of identical-looking law firm marketing, distinctive assets matter. But these need to be built systematically over time. It’s not about being different for the sake of it – it’s about being consistently recognisable.
3. Measurement
If you can’t measure it, you can’t manage it. But measure what matters – not vanity metrics like website visits or social media followers. BTW, we’ve got our own proprietary software that does this!
Working with the Right Agency
Let me be blunt: choosing the wrong agency partner is one of the fastest ways to waste your marketing budget. Here’s what matters:
1. Sector Expertise
Generic marketing agencies are worse than useless for law firms. You need a partner that understands:
– The unique ethical constraints of legal marketing
– How different practice areas require different approaches
– The complex sales cycles in legal services
– The importance of reputation and referral networks
2. Strategic Capability
Your agency should be able to challenge your thinking, not just execute your requests. They should be asking tough questions about your strategy before proposing any tactical solutions.
3. Execution Track Record
Look for proven results in the legal sector, not just pretty portfolios.
The Digital Delusion
Let me be crystal clear about something: digital marketing isn’t a strategy. It’s a channel. Yet we see countless law firms obsessing over digital tactics while ignoring fundamental marketing principles.
Yes, your website matters. Yes, LinkedIn can be valuable. But these are tools, not strategies. And they’re often vastly overrated in terms of their impact on actual business growth.
Getting the Implementation Right
Here’s where working with the right agency becomes crucial. Proper implementation requires:
1. Clear Processes
You need systematic approaches for:
– Content creation and approval
– Campaign execution
– Client communication
– Performance measurement
2. Consistent Resource Allocation
Marketing isn’t a tap you can turn on and off. It requires consistent investment over time.
3. Regular Review and Optimization
Monthly review of metrics and quarterly strategic reviews are minimum requirements.
Avoiding Common Mistakes
Let me highlight some common mistakes I see law firms making:
1. Agency Hopping
Changing agencies every year because you’re not seeing instant results. Building effective marketing takes time.
2. Underinvesting in Marketing
The most successful firms invest 2-5% of revenue in marketing. Most firms spend less than 1%.
3. Focusing on Tactics Over Strategy
Jumping straight to execution without proper strategic foundation.
The Way Forward
Here’s what I recommend for most law firms:
1. Start with Proper Research
You won’t want to do it, but understand your market before doing anything else. This means:
– Client interviews
– Market analysis
– Competitor research
– Internal stakeholder alignment
2. Make Clear Strategic Choices
– Choose your target segments
– Define your positioning
– Set clear objectives
3. Find the Right Partner
Look for an agency that:
– Understands the legal sector
– Has a proven track record
– Can handle both strategy and execution
4. Focus on Implementation
– Execute consistently over time
– Build systematic processes
– Measure and optimize regularly
Conclusion
Law firm marketing isn’t rocket science, but it does require discipline, expertise, and consistent execution. Stop chasing tactical fads and focus on the fundamentals. Do proper research, make clear strategic choices, and execute consistently over time.
Most importantly, remember that effective marketing isn’t about what you want to say – it’s about what your potential clients need to hear. Start there, work with partners who understand your sector, and commit to consistent execution.
The firms that get this right will thrive. The rest will continue wasting money on ineffective marketing while wondering why they’re not seeing results.
But then again, what do we know? We’ve been only been growing law firms for close to two decades.
