There is plenty of legal marketing advice, but not all of it is good. Some of the worst advice we’ve seen is from misguided recommendations and a lack of clarity on what works in digital marketing. A well-defined digital marketing strategy is crucial for enhancing a firm’s online presence and attracting potential clients. Whether you are new to legal marketing or just looking to fine-tune your approach, avoiding these mistakes will save you time, money, and stress.
Here are 5 law firm marketing mistakes to watch out for – and how to avoid them.
Legal Marketing Mistake 1: No Clear Goals and Expectations
One of the biggest mistakes in law firm marketing is having vague goals like “I want more.”
More what? Leads? Visibility? Revenue? Without specific, measurable goals, you’re setting yourself up for failure from the start.
Having clear objectives is vital to having a cohesive marketing strategy. If your goal is undefined, your marketing plan will be too. To avoid this mistake, take the time to define what success looks like for your firm.
Do you want more website traffic? A higher conversion rate? Better qualified leads?
Once you know what you want to achieve, you can build a strategy around those goals and set realistic expectations for results by aligning your marketing efforts accordingly.
Pro Tip: Always set SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—to make sure your marketing is focused and trackable.
Legal Marketing Mistake 2: Misunderstanding Your Target Audience
Many lawyers market to an audience they assume is just like them. But here’s the thing: your clients aren’t you, and they don’t always make decisions the way you do.
A common mistake is not clearly defining a law firm’s target audience and knowing who is involved in the decision-making process when hiring a law firm. For example, you might assume the person sitting across from you in a consultation is the only decision-maker. In reality, other key stakeholders—such as family members, business partners, or even other attorneys—may be involved in the hiring process.
To avoid this, dive into the data. Review your client survey data, analyze website traffic, and ask insightful questions during consultations. This will help you understand your audience, how they find your firm, and what motivates their decisions.
Pro Tip: Create detailed client personas so your marketing resonates with the right people at the right time.
Need help creating your client personas? Check out our Client Personas Worksheet for legal marketers.
Legal Marketing Mistake 3: Copying Your Competitors Without a Marketing Strategy
If we had a dollar for every time a lawyer said, “But my competitor is doing it…” we’d be living on a beach right now. Just because another law firm uses a particular marketing tactic doesn’t mean it’s right for you.
Copying what others are doing without considering whether it aligns with your law firm’s digital marketing strategy, goals, audience, and services is a quick way to waste marketing dollars. Before you follow suit, ask yourself:
- Does this competitor serve the same client base or potential clients?
- Is their marketing tactic in line with my firm’s brand and services?
- How will I measure success?
- How much am I willing to invest in testing this strategy?
Don’t get the shiny object syndrome—just because something is trendy doesn’t mean it’s right for your firm.
Pro Tip: Focus on what makes your firm unique and build your marketing around those strengths rather than copying others.
Legal Marketing Mistake 4: Ignoring Your “Why” Behind Your Legal Services
Many lawyers focus too much on what they do—listing services like litigation, estate planning, or personal injury representation—without addressing why they do it. In a crowded legal market, your “why” can be one of your greatest differentiators.
Here are a few questions to help you uncover your “why”:
- Why do you practice law?
- Why did you choose your particular area of practice?
- What drives you to help your clients?
Clients want to work with passionate lawyers motivated by something more than just a paycheck. Sharing the personal or professional reasons behind your work on your law firm’s website can make your firm stand out from the competition.
For example, a veterans’ benefits attorney motivated to cut through red tape and get veterans the benefits they deserve will resonate more than one who just lists services.
Pro Tip: Incorporate your firm’s mission and values into your marketing content so you connect with clients on a deeper level.
Are you unsure how to incorporate your firm’s mission and values into your marketing content? Consider downloading our guide to developing your firm’s brand voice.
Legal Marketing Mistake 5: Resisting Change in Legal Services
Marketing moves fast, and law firms that resist change will be left behind. Whether it’s being slow to adopt social media marketing, video marketing, or even AI-driven tools, sticking to old habits will cost you market share.
You want proof before you jump in, but waiting too long will mean you lose any early advantage and fall behind competitors who are willing to take a risk. Don’t be the firm that’s always playing catch-up.
Pro Tip: Stay current with the latest marketing trends and be willing to adapt. Test, measure, and iterate. This will keep your firm relevant in a changing market.
One easy way to stay current on what’s happening in legal marketing and within law firms is to subscribe to our newsletter, the Marketing Moment.
Takeaways
Law firm marketing doesn’t have to be challenging but avoiding these mistakes is vital to a successful strategy. Having clear goals, knowing your audience, focusing on what makes you unique, and being open to new ideas, you’ll be better placed to grow your firm and attract the right clients.
