Big Law’s high prices are a PR and marketing opportunity for midsize firms: 5 strategic tips

Master your firm’s marketing and PR strategy to become the obvious alternative for clients rethinking their reliance on large law firms.

Let’s talk about the elephant in the boardroom: hiring a large law firm has become astronomically expensive.

With some Big Law partners now commanding up to $2,500 an hour (yep, you read that correctly), the math is making many clients cringe. For midsize law firms offering the same top-tier service without bloated overhead costs and bureaucratic red tape, this is an opportunity. They’re nimble, responsive and, frankly, just as good at the work — AKA the perfect refuge for clients fleeing high costs and inefficiencies.  

But many midsize firms fumble this opportunity in two ways: 

1. Waiting to be discovered, relying on word-of-mouth to drive their business. 

You can absolutely sit in your corner of the internet smiling and waving, hoping that prospective clients will eventually notice you — and one or two probably will. But truly positioning your firm as the alternative to Big Law for your target audience takes proactive, deliberate and consistent effort.

2. Having an almost allergic reaction to self-promotion. 

I’ve seen it countless times: brilliant legal teams convinced that marketing their strongest capabilities somehow feels boastful or unnecessary. And yes, when handled with the subtlety of a carnival barker, it is. But firms that demonstrate their strengths in ways that are authentic and focused on delivering value don’t come across as arrogant; they build genuine trust with potential clients. Your law firm marketing and PR should help your target audience solve their problems, not just serve as a highlight reel for your firm’s achievements. 

You know your firm can offer better value than larger competitors, but no one else will unless you spell it out for them. Here’s how to use strategic marketing and legal public relations to turn Big Law’s pricing problem into your firm’s biggest opportunity. 

1. Demonstrate why clients should choose you over Big Law

What does your firm offer that Big Law doesn’t? Is it your experience with a particular niche, deep regional connections, ability to pivot without committee approvals, innovative fee arrangements or a magical combination of these that make your firm unique?

Whatever it is, now isn’t the time for modesty. Your differentiators need to be the heartbeat of every client interaction:

• When prospective clients encounter your firm — through your website, social media, thought leadership content and PR efforts — these key benefits should be a common thread. This isn’t about repetitive messaging; it’s about creating a clear, cohesive identity that sticks in clients’ minds when they’re frustrated with their current firm.
  
• Remember that showing is more powerful than telling. Go beyond generic statements about excellence to illustrate what truly differentiates your firm. Your intellectual property practice might be extraordinary, but nothing communicates that like the story of how it helped a mid-market manufacturer protect its breakthrough technology against a Fortune 500 competitor.

The most effective marketing doesn’t just show off your wins; it provides insights potential clients can actually use, positioning your firm as both capable and generous with its knowledge.

2. Build your firm’s credibility to win over decision-makers

If only it were enough to just make a company’s general counsel fall in love with your firm. But no, you must also give them the ammunition they need to convince their C-suite and board that hiring a smaller firm over a household name is the right move.

While midsize firms offer comparable capabilities and cost savings, the perceived risk is greater. No one ever got fired for hiring IBM, as the saying goes, so it often just feels safer to go with an Am Law 100 firm. The good news is that PR can help create the validation necessary to champion your firm internally:

• View PR as a credibility-building exercise. When your insights appear alongside Big Law commentators in The Wall Street Journal, an industry-leading podcast or widely read Substack, you’re borrowing their brand equity and transferring it to your firm. Every media mention associates your firm’s name with trusted publications that your prospects already respect.
  
• Be selective with your media targets. Don’t waste energy trying to be everywhere. Instead, identify the publications, podcasts, conferences and online platforms where your ideal clients go for insights, then establish a consistent presence there. Three thoughtful appearances in industry-specific media will yield better results than 20 random mentions. 
  
• Bring meaningful insights to relevant conversations. Self-promotional fluff doesn’t help reporters do their job because it doesn’t provide any value to their audience. When you consistently deliver insightful analysis that goes beyond obvious commentary, you build relationships with journalists who will return to you again and again, amplifying your voice.

When prospective clients see your firm consistently quoted in trusted publications, featured on industry podcasts, speaking at major conferences and winning recognition through relevant awards, you’ve created a powerful counterweight to Big Law’s brand recognition. Suddenly, hiring your firm doesn’t feel like a risky alternative — it feels like a smart, forward-thinking choice that can be justified to stakeholders.

3. Craft a message that speaks to Big Law clients

When a potential client is staring down another eye-watering invoice, they’re not just looking for cheaper legal services — they’re looking for someone who understands their specific frustrations and offers a genuine solution. This is your moment to speak directly to their pain.

Too many midsize firms fall into the trap of talking about themselves rather than speaking to the client’s experience. Your capabilities page might list every practice area under the sun, but if it doesn’t connect to what keeps your ideal client awake at 2 a.m., you’re just adding to the noise.

• When a GC or business owner is considering alternatives to their current Big Law relationship, what are they truly fed up with? Is it the senior partner who charges $2,500 an hour but delegates everything to associates they never meet? Is it endless committee approvals that delay time-sensitive matters? Or the feeling that they’re subsidizing the downtown office’s marble floors?
  
• Instead of describing your firm as cost-effective, craft messaging that speaks directly to these frustrations. Explain how your lean staffing model means clients work directly with experienced partners without paying for layers of unnecessary oversight. If your idea of responsive service is a same-day response policy that eliminates communication black holes, say that. 
  
• I’m not suggesting you compete solely on price (in fact, don’t do that). Sophisticated clients aren’t looking for discount services; they’re seeking value. Your firm’s messaging should emphasize the quality they’re accustomed to alongside the agility, attention and fill-in-the-blank they’re missing. Show how you can help them maintain or improve quality while eliminating what doesn’t serve their needs. 

When potential clients visit your website or read your thought leadership, they should see themselves and their challenges reflected instantly. So, throw vague terms like “comprehensive solutions for clients of all sizes” out of your vocabulary. Effective messaging creates that “they get it” moments, where prospective clients feel understood before you’ve ever had a conversation.

4. Create content that solves your target client’s problems

One lesson stands out from my time as managing editor of a legal news publication: People engage with content that provides real value — by answering burning questions, offering actionable insights, clarifying complex issues and distilling key takeaways. If your firm’s content helps your target audience solve a problem or make a better decision, they’re way more likely to pay attention, return for more and view your firm as a trusted source. 

• Provide strategic takeaways. Rather than pumping out generic legal updates such as, “Recent Changes in Employment Law,” pursue client-specific angles like, “How Florida’s New Employment Law Impacts Wage-and-Hour Compliance.” Before publishing an update, ask yourself which topics and advice are most likely to resonate with decision-makers exhausted by Big Law rates and processes. 
  
• Choose platforms wisely. TikTok is fun, but it’s probably not where a frustrated Big Law client is looking for insights into high-stakes legal decisions. Focus your energy on the platforms where your target audience is spending their professional time, such as LinkedIn, industry publications and specialized forums.
  
• Include a subtle “why us” element. Weave your firm’s experience and strengths into your educational content. Instead of self-promotional pitches, use natural examples from past client matters (without breaching confidentiality, of course). How does your firm approach this problem in a way that Big Law cannot? For example, if streamlined decision-making is one of your advantages, demonstrate it by noting how quickly your team moved from problem identification to solution implementation.
  

5. Make sure your firm looks the part

All the content and strategy in the world won’t matter if a decision-maker visits your website and thinks, “This looks… budget.” Clients seeking a Big Law alternative still want quality, not a discount provider that cuts corners. Your firm’s visual presentation is their first clue about which category you fall into. The visual presentation of your firm isn’t a superficial concern — it’s a strategic asset. How do you want people to feel when they see your materials?

• Opt for design that reflects your caliber. Your website, logo, business cards, pitch decks, email signatures and digital presence should convey the same level of sophistication as your Am Law 100 competitors. You don’t need a Big Law marketing budget to prioritize quality and consistency across your visual assets.
  
• Create a distinctive visual identity. While Big Law firms often blend together in a sea of navy blue and traditional serif fonts, your firm can establish a memorable presence with thoughtful differentiation. A distinctive color palette, modern typography and cohesive visual system help clients remember you when they’re ready to make a move.
  
• Get the technical details right. One surefire way to scupper a first impression is with a website that loads slowly, breaks on mobile devices or makes it difficult to find key information. Your site should be as responsive, intuitive and well-executed as your legal work. Remember that many initial visits to your website will happen on mobile devices during commutes or between meetings.
  
• Use a simple layout. Large law firms are, by nature, comprehensive but overwhelming. But your firm can stand out with clear, intuitive organization that helps potential clients quickly find what’s most important to them. Organize your content clearly, making it scannable with ample white space and strategic use of subheadings and bullet points to highlight key information.
  
• Show, don’t tell. Replace those generic stock images of gavels and handshakes with authentic photos of your team in action, custom illustrations that explain complex concepts or branded graphics that highlight your unique approach. Every visual element should reinforce your key differentiators, not just decorate your pages.

‘This is exactly what I wish my current firm understood’ 

As Big Law rates continue their stratospheric climb, the window of opportunity for midsize firms has never been wider. But legal skill alone isn’t enough to win frustrated clients over (though it’s also crucial). Your firm must be visible, credible and strategically positioned as the smart alternative. Every touchpoint with your firm should reinforce that choosing your team is a strategic upgrade, not a compromise.

Aim to make your target clients feel seen. When they read your material and think, “This is exactly what I wish my current firm understood,” you’ve created the perfect opening for a new relationship. 

Remember, Big Law clients aren’t running from quality — they’re running from rigid structures, outdated service models and ballooning rates. Your PR and marketing could be the bridge between their frustration and your solution.