Solo & Small Law Firm Marketing 101

Small law firms are constantly looking for new legal clients. Integrating lead generation and reputation marketing strategies into your small law firm’s marketing plan can set your firm apart from the rest. A strategic online presence makes it easier for new clients to find you when they need advice. It also allows you to highlight your capabilities and establish your brand.

Marketing a small law firm to prospective clients starts with having an optimized website, a search engine optimization (SEO) strategy, and a review generation and referral strategy. From there, social media, email campaigns, and other marketing solutions will help you stay top-of-mind with your current and prospective clients.

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What Are the Potential Benefits of Solo & Small Law Firm Marketing Campaigns?

Unlike a big law firm, solo and smaller firms might need to work harder to build brand awareness and name recognition in their local market. It’s hard to compete with firms with their own marketing agencies and large advertising budgets, but it is possible to compete locally using other digital marketing tactics.

Clients want to work with a law firm they can trust. Focus your marketing efforts on establishing a personal connection with your clients. Your firm can grow and succeed using simple marketing strategies that drive referrals to help you find new clients.

Law Firm Marketing Terms

When marketing for law firms, it can help to know the following terminology:

  • Leads: Potential customers who have shown interest in your product or service by providing their contact information, such as through a form on your website.
  • Conversion Rate (CVR): The percentage of people who take a desired action, such as making a purchase or filling out a form, out of the total number of visitors to a website or a landing page.
  • Call-to-Action (CTA): A prompt that encourages a user to take a specific action, such as clicking a button, filling out a form, or making a purchase.
  • Landing Pages: Standalone web pages designed for a specific marketing campaign. They are focused on a single goal and often include call-to-action’s to encourage conversions.
  • Search Engine Optimization (SEO): The process of optimizing a website to improve its visibility on search engines, making it more likely to appear in relevant search results.
  • Pay-per-click (PPC): An online advertising model where advertisers pay a fee each time their ad is clicked. It’s a way to buy visits to a website rather than earn them organically.
  • Content Marketing: This involves creating and distributing valuable, relevant content to attract and engage a target audience. The goal is to build trust and drive profitable customer action.
  • Client Acquisition Cost (CAC): The cost a business incurs to acquire a new customer. It includes expenses related to marketing, advertising, and sales efforts, divided by the number of new customers.
  • A/B Testing: A method of comparing two versions (A and B) of a webpage, email, or other content to determine which performs better. It helps optimize for the desired outcome.
  • Impression: A single instance of an ad being displayed or shown to a user. It doesn’t necessarily mean the user interacted with the ad. Impressions measure potential visibility.

Marketing Techniques for Solo & Small Law Firms

Marketing strategies that attract new leads are critical for small law firms and solo practitioners.

No two firms are the same. Experimenting with online marketing tactics that work best for your firm’s specialization is beneficial. One firm may put added emphasis on traditional media. At the same time, another may choose to build a social media presence, host a podcast, produce webinars, or do pay-per-click (PPC) advertising.

No matter what tactics you choose, stretch your marketing dollars by focusing on lead generation and ways to establish an authentic online presence.

Set a Budget

Before you can set a budget, you need to determine your marketing goals. The budget you set should be large enough to let you accomplish your client acquisition and revenue goals. Take into account the competitive environment as well as how much others are spending in your area.

The budget should include allocations for the following:

  • Ad Spend
  • Website Development and Maintenance
  • Marketing Technology
  • Outsourced Marketing Services


When you’re first starting out, especially if you have a smaller budget, nothing beats on-the-ground networking like the following:

  • Network with Other Legal Professionals
  • Host or Sponsor Local Events
  • Sponsor Sports Teams
  • Hosting a Legal Advice Clinic Geared toward Your Target Audience, If Applicable
  • Attending Local Chamber of Commerce Meetings

Build a Website Designed for Lead Generation

Building a website is the first step to implementing your digital marketing and lead generation strategy. Your website may be a new client’s first impression of your business.

The web design needs to be professional and approachable. It should clearly state your law practice areas to qualify new leads. It should also list your accreditations to add credibility. Incorporate testimonials and referrals into the site to show you are a trusted partner.

A content marketing strategy should be considered as well. It’s essential to incorporate high-quality content that enhances your organic SEO rankings. Focus on content that interests your target audience, whether you’re specializing in personal injury claims, estate planning or family law.

All modern websites must be responsive and well-organized. A simple contact form is all most law firms need to get the conversation started with a new client.

Make Yourself Easily Accessible with Web Chat

Integrating chat functionality into your website can make it easier to communicate with new clients. Chat applications can be AI-driven with auto-responses to your most commonly asked questions. Conversations and inquiries can also be handled in real time by a person during regular office hours.

Meet Your Clients on Social Media

Social media is an excellent way to build community and find new clients for your small law firm. It also makes it easy for your existing clients to make referrals to others who need legal services.

If you’re wondering how to claim social media and local listings for your law firm on Google, we’ve got you covered with this handy guide. If you’re wondering how to create a Facebook business page, take a look here for more information!

Enhance your firm’s social media marketing with platforms such as Facebook Business and LinkedIn. Depending on your brand, target market, and practice areas, you may also want to pursue social strategies on Instagram, TikTok, or other platforms.

Remember to use local review sites, such as Google Business Profile (formerly Google My Business), to ensure your firm and its reviews appear in search results.

Email Marketing Campaigns Keep Your Firm Top-of-Mind

Email marketing campaigns can be used to follow up with leads and stay top-of-mind with potential clients.

Many law firms use email marketing to make announcements about changes in the business, new accreditations and specializations or to raise awareness about common legal issues. Email marketing services can drive traffic to your contact form or encourage new clients to call for information.

Showcase Positive Customer Reviews and Law Firm Awards

Highlighting your firm’s awards and accomplishments when you’re a solo or small law firm is important. Use online platforms to show off accomplishments and demonstrate the firm’s impact on the community.

Past client referrals and testimonials are an essential component of any digital marketing plan. The reviews from real-life clients add authenticity and build trust with those seeking a professional lawyer.

Create landing pages for every partner and associate to list their bar association qualifications and specializations. Everyone’s experiences and talents can support lead generation for the firm.

Attract New Clients to Your Small Law Firm with Broadly

Finding an authentic, trustworthy law firm isn’t always easy. Establish your brand and connect with potential clients who need your help the most. Focusing on your lead generation strategy will make it easier to identify and connect with those in the pipeline.

Set your solo or small firm apart from the rest with a strategic digital marketing plan. Broadly can help enhance your new website and ensure your law firm’s marketing strategy is successful.

Want to learn how Broadly can improve lead generation for your small law firm?

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This article was updated on December 15, 2023.