Marketing for solicitors requires that you build trust, establish authority, and connect with your clients on (often) deeply personal issues.
Yet, many law firms stumble into common mistakes, often exacerbated by relying on in-house teams or non-specialist marketing agencies who don’t fully understand the nuances of professional services marketing.
With that said, here are seven mistakes that people make when marketing for solicitors – and how to avoid them.
- Failing to define a target audience
One of the most common mistakes we see is law firms attempting to appeal to everyone, leading to vague and ineffective messaging.
For example, a firm offering both corporate legal services and family law advice might use the same marketing approach for business executives and divorcing parents.
Unfortunately, this simply doesn’t work.
In-house teams often fall into this trap because they juggle multiple priorities, while non-specialist agencies may not understand the specific needs of a firm’s diverse client base.
To fix this, we recommend you develop detailed client personas and create tailored messaging for each audience.
All of this should be brainstormed before continuing with your marketing.
- Neglecting your digital presence
An outdated website or a lack of social media activity can damage your reputation before a client even contacts you.
Many law firms assume their website is “good enough” or that LinkedIn activity is optional.
Worse still, some still rely on in-house team members without the technical expertise to optimise websites or create engaging content.
In addition to your website, you should be maintaining an active LinkedIn presence to build trust and demonstrate your thought leadership.
An agency that specialises in marketing for solicitors will also provide Search Engine Optimisation (SEO), helping you go up in Google’s rankings.
- Ignoring local SEO
In our experience, solicitors often underestimate the value of optimising their digital presence for local searches.
Phrases like “employment solicitor near me” or “conveyancing solicitor in [location]” are how most people find legal services.
Yet, many firms fail to claim Google Business profiles or add location-specific keywords to their content.
Non-specialist agencies often just focus on generic SEO, ignoring the vital role local search plays in legal marketing.
Your marketing team should be boosting your visibility in your immediate area through reviews, directories, and location-specific landing pages.
- Overloading content with legal jargon
Law firms often pride themselves on technical precision, but that doesn’t mean clients want to read blogs filled with impenetrable legalese.
In-house teams and non-specialist agencies can struggle to strike the right balance between expertise and accessibility, leading to content that feels dry or overwhelming.
Your potential clients are looking for solutions to their problems, not a lesson in law.
You need to simplify complex topics without losing authority, creating content that resonates with your audience – a difficult thing to master.
- Over-reliance on word of mouth
While referrals are undoubtedly valuable, relying on them as your sole marketing strategy is a risky move.
It’s a common issue for law firms with busy in-house teams that lack time for proactive marketing or for firms using agencies more familiar with retail or B2C strategies.
A multi-channel marketing strategy that combines word of mouth with email campaigns, online advertising, and thought leadership pieces is usually the best option.
- Failing to track and measure results
If you’re not tracking the results of your marketing efforts, you’re essentially working blind.
It’s not uncommon for in-house teams to lack the tools or training needed to analyse campaign performance, or for non-specialist agencies to focus on surface-level metrics like clicks or impressions without tying them back to real business outcomes.
Agencies that specialise in marketing for solicitors, on the other hand, understand the importance of connecting metrics like website traffic, lead generation, and conversion rates directly to your ROI.
By consistently measuring and refining your approach, you’ll know exactly what’s working – and what isn’t.
- Neglecting personal branding for partners
Your firm’s partners are its greatest asset, yet many law firms fail to leverage their expertise and reputations.
Non-specialist agencies often overlook personal branding opportunities for partners, while in-house teams may not have the capacity to manage individual profiles effectively.
It’s important that you encourage your partners to engage on LinkedIn, publish articles, or speak at events – all of which can significantly enhance your firm’s credibility.
A marketing agency specialising in professional service firms can guide your partners in building their personal brands and aligning their efforts with the overall marketing strategy.
Avoid these mistakes with the right expertise
Marketing for solicitors requires a deep understanding of the profession’s unique challenges and audience.
In-house teams and non-specialist agencies often mean well but can lack the tailored approach needed to deliver real results.
By working with a professional services marketing expert, your firm can avoid these common pitfalls and build a strategy that drives growth, fosters trust, and sets you apart.
If you’re ready to take your firm’s marketing to the next level, get in touch today to discuss how we can help.
