Small Law Firm Marketing - Challenges and Tips

If you're running a small law firm or practicing solo, chances are you're already wearing enough hats to fill a courtroom. You're handling client work, managing the office, answering emails, and maybe even trying to figure out your next marketing move.

You don’t need fluff, you need a real plan. One that fits your firm’s size, your schedule, and your budget. That’s exactly what this guide is about: helping you understand what works, what doesn’t, and how to build a smart marketing strategy that helps you grow, without burning out or breaking the bank.

What Marketing Means for a Small Law Firm

At its core, marketing is simply getting your name out there in a way that connects with the people who need your help. It’s not just ads or social media, it’s your reputation, your online presence, and how easy it is for someone to find and trust you when legal trouble hits.

For small firms, that means:

• Showing up in local search results

• Making your website helpful and professional

• Earning trust through reviews, content, and conversations

• Building relationships in your community and online

You're not trying to become a nationwide brand, you just want the people in your area to think of you when they need legal help. That’s entirely doable.

Small vs. Large Law Firms: Different Worlds, Different Rules

Big firms can throw money at problems. They’ve got full-time marketing teams, big ad budgets, and name recognition. You don’t, and that’s okay.

Your edge as a small firm is speed, personalization, and authenticity. You can connect with clients more directly, build trust faster, and make decisions without red tape. The key is using that to your advantage.

Common Challenges Small Law Firms Face with Marketing

You’re not alone if you’ve struggled with some of these:

1. Limited Time

Let’s be honest, you don’t have hours a day to post on social or write blog posts. Marketing often takes a backseat to client work.

2. Tight Budgets

Most solo lawyers and small firms don’t have thousands a month to spend on Google Ads or fancy branding.

3. Not Knowing Where to Start

There are too many options: SEO, social, PPC, email, YouTube… It’s overwhelming without a clear roadmap.

4. Competing with Bigger Firms

They have more visibility, more reviews, and often dominate the top of Google. But that doesn’t mean you can’t compete, just that you need to be more strategic.

So, How Do You Actually Market a Small Law Firm?

Let’s break it down into simple, manageable steps. You don’t need to do everything at once, but each of these is worth your attention.

1. Start with a Website That Works for You

Your website doesn’t need to be flashy, but it does need to be clear, fast, and trustworthy. Think of it as your firm’s digital handshake.

Essentials:

• Clear description of what you do and where

• Contact form or click-to-call buttons

• Practice area pages (with plain-language explanations)

• Testimonials or case results (as allowed by your state bar)

• Mobile-friendly design

Pro tip: Add local keywords naturally, like “divorce lawyer in Charleston” or “estate planning attorney near Greenville.”

2. Show Up on Google Maps

Claim your Google Business Profile. It’s free and it’s often the first thing people see when they search for a lawyer in your area.

Make sure it includes:

• Correct name, address, and phone number

• Business hours

• Practice areas

• Real client reviews

Pro tip: Ask happy clients to leave a review. A few good ones go a long way.

3. Educate Through Content (Even If You’re Not a Writer)

You don’t need to blog every week. But helpful content builds trust, and helps people find you.

Ideas:

• Write short answers to common questions (“What happens if I miss a court date in SC?”)

• Record a quick video explaining your process

• Add a “Client Questions” section to your website

This kind of content tells Google (and people) that you know your stuff.

4. Use Google Ads Carefully

If you’ve got some budget, Google Ads can bring in calls fast, but it’s easy to waste money if you’re not careful.

Start with:

• Local keywords (e.g. “personal injury lawyer Summerville”)

• Clear call-to-action landing pages

• A budget you’re comfortable testing

Pro tip: Hire someone who understands law firm PPC if you’re not confident. It can be worth it.

5. Stay Active Where Your Clients Are

You don’t need to dance on TikTok. But having a professional presence on platforms like:

• Facebook (great for community and local engagement)

• LinkedIn (for B2B or professional referrals)

…can keep your firm top-of-mind.

Post updates, share client success stories (with permission), or offer a tip of the week. Be consistent, even if it’s once a week.

6. Network Like It’s 1999

Don’t underestimate the power of old-school networking. Referrals still drive a ton of business.

• Join your local bar or business associations

• Attend community events

• Get friendly with other lawyers in different practice areas

You never know where your next client (or referral) will come from.

7. Email Isn’t Dead, Use It

Collect emails from past clients, referrals, and contacts. Send occasional updates, legal tips, or check-ins. It keeps your firm in their mind, and inbox.

You don’t need to send emails every week. Once a month is just fine to stay top-of-mind.

Should You Do It All Yourself or Get Help?

DIY works when:

• You’re just getting started and need to be scrappy

• You enjoy learning marketing tools

• You have time to stay consistent

Hiring help makes sense when:

• You’re busy with client work

• You want a faster path to results

• You’re ready to scale

The goal isn’t to outsource everything, it’s to get back your time and let experts help where it makes sense.

How Much Should You Spend on Marketing?

It depends on your goals. But as a general rule:

• If you’re just starting: aim for 5–7% of your revenue

• If you’re actively trying to grow: closer to 10–12%

The key is to invest steadily. Marketing is rarely an overnight win, but consistency pays off.

Final Thoughts: Keep It Simple, Stay Consistent

You don’t need a 50-page marketing plan or viral video to grow your law firm. Start with the basics. Show up online. Offer helpful info. Stay in touch with your community.

Focus on being the lawyer people remember when they need legal help, not just the one with the loudest ad.

You’ve built your firm with care. Now it’s time to grow it with purpose.

Need Help Putting This into Action?

If you’re ready to build a smarter marketing plan or just want someone to take the reins, we help small law firms like yours get real results through video, web, SEO, and more.

Let’s talk. Book a free call and let’s figure out the right next step for your firm.