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.
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.
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.
| Area | Large Firms | Small Firms |
|---|---|---|
| Budget | Big budget, broad campaigns | Smaller budget, focused marketing |
| Marketing Team | In-house experts, agencies | Usually self-managed or outsourced |
| Reputation | Known name, often nationally | Still building local trust |
| Strategy | General and wide-reaching | Local, niche, and specific |
You’re not alone if you’ve struggled with some of these:
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.
Most solo lawyers and small firms don’t have thousands a month to spend on Google Ads or fancy branding.
There are too many options: SEO, social, PPC, email, YouTube… It’s overwhelming without a clear roadmap.
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.
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.
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.”
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.