01
Apr

Using design to achieve business goals: a law firm marketing guide

April 1, 2025
by: in Law , Marketing strategy No comments  

(Hint: It’s not about making things look pretty)

Imagine two attorneys entering court for an important hearing. One strides in donning a crisp, tailored outfit. The other shuffles through wearing a wrinkled T-shirt and sneakers — and let’s throw in some coffee stains, too. Without saying a word, both lawyers have established impressions of their professionalism, reliability and attention to detail. 

About 94% of first impressions are design-related. 

And those perceptions form fast — within 50 milliseconds, to be precise.

Graphic design functions in the same way. Every design choice you make communicates your law firm’s values, capabilities and credibility to those who interact with it, even if they don’t realize they’re making those inferences. Whether it’s your firm’s website, logo, marketing materials or email signature, visuals establish the first and most frequent impression of your law firm.

About 94% of first impressions are design-related, according to Stanford Web Credibility Research. And those perceptions form fast — within 50 milliseconds, to be precise. 

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04
Mar

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

March 4, 2025
by: in Law , Marketing strategy , Public relations No comments  

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: 

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23
Jan

The power shift: What legal marketers can learn from the 2024 election

January 23, 2025
by: in Law , Marketing strategy , Public relations No comments  

The 2024 U.S. presidential election vividly illustrated a significant shift in media consumption and, more specifically, who people trust for information and news. For the first time in American history, presidential nominees and their running mates leveraged podcasts more than mainstream media to reach voters, reflecting broader changes in how younger generations access and engage with information.

This transformation is not limited to politics. It’s reshaping the legal landscape as well. Legal marketers who want to remain a trusted source for their audience need to pay attention to the media landscape shift and adapt their marketing and PR practices to become an “influencer” to reach their ideal clients.

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13
Jan

Top B2B marketing trends for professional services in 2025

January 13, 2025
by: in Law , B2B , Marketing strategy , Architecture, Engineering and Construction , Professional services No comments  

I wrote a predictions blog post in early 2020, but nowhere in that post were the words COVID-19, murder hornets or Black Lives Matter protests. Suffice it to say, that’s the last time I’ll ever write a blog post predicting anything. Instead, I’m sharing some trends I believe any professional services firm or B2B company should consider when implementing marketing strategies this year.

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26
Nov

Useful LinkedIn features B2B firms should use to enhance their marketing

November 26, 2024
by: in Law , Marketing strategy , Architecture, Engineering and Construction No comments  

Selling expertise to sophisticated audiences is professional services firms’ bread-and-butter. As such, these firms stand to benefit enormously from getting their LinkedIn strategy down pat. 

The platform has an active audience of over 1 billion professionals who want to connect and engage with content that improves their work lives. According to LinkedIn, members engage with 1.5 million pieces of content every minute, a testament to the platform’s success at fostering connection.

LinkedIn offers several features that enable businesses to exhibit, highlight and amplify their offerings and owned content to reach and convert leads. Let’s talk about how to make the most of them.

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31
Oct

Attorney bios are a business development tool. Here’s how to use them

October 31, 2024
by: in Law , Content marketing No comments  

It’s probably one of the first things you handle when a lawyer joins your firm, but our guess is that most attorney bios haven’t received much love since then. 

Hey, we’re not here to judge. We know the attorneys have been busy doing all the stuff they were hired to do. The thing is, that bio is one of the most important marketing tools your firm has. Done right, it can be a passive business development asset, drawing in potential clients and contacts without lawyers having to lift a finger.

Attorney bios are among the most frequently visited pages on a law firm’s website, used by decision-makers to compare and contrast firms and gauge attorney skills and compatibility. If a prospective client is looking at your firm’s bio pages, you’re halfway there, but you will lose them with unengaging, complicated or outdated copy.

Your attorneys know how their training and experience have shaped them into the professionals they are today and how that makes them an invaluable resource to clients. But do their pages tell that story? 

Here are five secrets to crafting attorney bios that resonate.

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28
Aug

These 12 AI tools can help professional services firms create thought leadership content

August 28, 2024
by: in Law , Content marketing , Architecture, Engineering and Construction No comments  

Ah, the blank page. It’s been taunting humans ever since we invented writing. The desire to fill it can be strong, but, oh, the excruciating frustration of actually putting pen to paper — or hands to keyboard. 

We can’t all lock ourselves in a remote cabin with nothing but a feather quill and log fire in order to create fantastic content. That’s especially true if you’re running a law practice, architecture, engineering and construction (AEC) firm or any other professional services business. Clients are gonna client, and billable work must take priority.  

However, there is unique value in creating regular, insightful thought leadership content. When done right, it can set your firm apart, demonstrate its authority in an industry, build trust with new prospects and keep existing clients engaged. 

With the support of artificial intelligence (AI), tasks such as idea generation, research, writing and editing can be streamlined. The key is not to automate the entire process but to be strategic about what you outsource to AI and what you continue to do the old-fashioned way. 

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12
Aug

August law firm rankings, lists, awards and PR opportunities

August 12, 2024
by: in Law , Public relations No comments  

Not sure if you’re hip enough to use the term “brat summer?” I’m here to tell you that you are — especially if you’re spending August pursuing awards, rankings and PR opportunities for law firms. The submission process can feel messy, complex and even unstable at times, but it’s powered by unapologetic confidence and badass accomplishments. That IS brat, my friend.

Speaking of the younger generation, several hundred of them have responded to Law360’s summer associates survey. The first of its two-part report found that a firm’s reputation and the culture it advertised were among the most important criteria for choosing a summer associateship. Just saying. Also, the no. 1 resource that respondents said they used to inform their decisions was the firm’s website, so make sure those bios and practice pages are looking sharp!

Here are the legal PR opportunities that are in full bloom this month:

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30
Apr

Social media video matters: why and how to do it at your law firm (with examples)

April 30, 2024
by: in Law , Video marketing No comments  

For better or worse, today’s marketers need to keep the beast we call “Social Media” well-fed. The problem is that the beast’s palette keeps changing.

What’s the optimal post time on each platform? How many posts should I make per week? How is my audience responding? Why are impressions down? Oh wait, they’re up again. Feed? Threads? Stories? Reels? Shorts? Hashtags? What do you mean Congress wants to ban TikTok?!

If you want to keep the social media algorithm happy — and more importantly, your audience engaged — you should consider working video into your strategy.

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26
Mar

How to build your speaking strategy before this year’s conference season

March 26, 2024
by: in Law , Marketing strategy , Lead generation No comments  

Legalweek. ILTACON. American Bar Association (ABA) section seminars. Sector-specific conferences. 

These eclectic events share two things in common: potential clients in attendance and invaluable speaking opportunities to reach them.

Leaders and professionals should consider joining the legal speaking circuit to amp up their profile and build their clientele. After all, speaking engagements are more than just additional CV bullets; they demonstrate authority and expertise to prospects.

However, lawyers and business leaders cannot expect panel invites based on reputation alone (unless they are U.S. Supreme Court justices or Fortune 500 CEOs). The average professional plebian can avoid the submission slush pile by approaching conference season like litigators: building a robust case with strong evidence of prior engagements and accomplishments.

Fortunately, a competitive submission does not need to feature a laundry list of prior speaking engagements — or any at all! What matters more is whether a speaker candidate made an effort to establish their expertise. Establishing third-party credibility through article writing, podcast appearances, smaller speaking engagements and more can give organizers the confidence and social proof they need to gamble on accomplished professionals with valuable insights.

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