Law firm marketing
What sets us apart
- 1Since 2004, the legal industry onlyWe advise law firms and patent attorney firms exclusively. Measures that are a matter of course in other industries often do not work in the legal market — which ones those are we know from two decades of projects, not from a textbook.
- 2Our expertise is published and verifiableOn law firm marketing budgets we write in Legal Tribune Online; on law firm rankings our book „Kompass Kanzlei-Rankings“ has been published by C. H. Beck, MANZ and Stämpfli. You can read how we think before the first meeting.
- 3Advice and delivery from one sourceWe do not stop at the concept. Search engine optimisation, Google Ads, analytics, websites, campaigns and sales automation sit with our own specialists in house — or we manage your agency so that it meets the requirements of the legal industry.
- 4From the sole practitioner to the international firmOur clients include Freshfields and Taylor Wessing, as well as boutiques and sole practitioners. Offices in Germany, Italy and Austria. Sole practitionerBoutiqueMid-sized firmInternational firm
Our service packages
Marketing and sales measures only work in law firms if they fit the size of the firm, the individual practice group and the individual fee earner. That is why we start with your goals and derive the measures from them — not the other way round. Our service packages build on that:
Blogs, white papers and demo tools
Content that shows expertise- A good blog establishes you as an authority — a bad one does the opposite. What matters are clear headlines, clearly addressed audiences and a call to action.
- We set up the responsibilities without which no blog survives: who writes, who approves, at what interval.
- White papers offered for download are a sound way to build a properly opted-in mailing list.
- Demo tools — decision trees on straightforward legal questions, for instance — show your expertise in a playful way. We tell you which practice areas lend themselves to this.
- On request we take over production and technical implementation with our partners.
Email campaigns and target newsletters
Recipients, occasion, message- Recipients are selected strictly by topic. Someone handing you a business card has not consented to a mailing.
- We work with double opt-in: consent by tick box and confirmation link, documented.
- We select an established sending provider with you — mailings from unknown senders end up in spam — and evaluate opens and clicks.
- Target newsletters build on sales signals: a takeover in the employment field, a restructuring, a market entry. We set up the media monitoring for this.
- We avoid approaching the same person by email and LinkedIn InMail in parallel.
Law firm websites: concept and build
Presenting practice areas and industries properly- We build your law firm website — from the structure and the copy through to the technical implementation.
- The core is the presentation: we know exactly how individual practice areas and individual industries are best presented — which order, which terminology and which level of detail actually land in the legal market. That knowledge comes from our work in the legal industry since 2004.
- Every practice area that carries the firm and every relevant industry gets its own page that can be found on its own, rather than a single "Our services" page.
- We define the URL structure — a flat hierarchy for smaller firms, a structure organised by country or practice area for international ones.
- Content is tailored to the audiences: clients, referring firms, potential recruits and journalists each expect something different.
- On request we only prepare the brief for your agency or in-house team — or we run the entire project including production.
Marketing and sales strategy
Goals first, measures second- We define measurable goals with you for each practice group and each fee earner — instead of running measures without a target.
- We check which measures suit your firm size and structure, and which ones experience shows do not work in the legal market.
- We formulate the right message for each of your very different audiences — clients, referring firms, candidates, journalists.
- You receive a priority list stating what comes first and what is deliberately left out.
- We record how success will be measured — enquiries, mandates, visibility in rankings and in AI answers — and over what period.
- On request we accompany delivery throughout the year and take stock at fixed intervals.
Marketing plan, budget and agency management
Implementation and control- The marketing plan brings all measures together, weights them according to firm strategy and puts dates to them: when does what start, when does it end.
- We calculate several budget scenarios — driven by the goals of the firm, the practice group and the individual fee earner, not by a watering can.
- For context: marketing spend in the legal industry runs at 1 to 4.5 % of revenue, in the cosmetics industry at 40 to 45 % (LTO, guest article by Law Business).
- We word the briefs to your agencies so that the requirements of the legal industry are actually in them — and we manage delivery so that you have to invest little time.
- If you have no agency, we run a structured selection process or bring proven partners with us.
SEO and visibility in AI answers
Google, ChatGPT, Claude and other AI providers- We make sure your firm also ranks at the top with the AI providers. More and more clients no longer ask Google but ChatGPT, Claude, Perplexity, Gemini or Grok for a law firm — and receive a short list of names and sources instead of ten blue links.
- We measure the status quo first: is your firm mentioned for the typical client questions, in which position, and which sources do the systems cite? We repeat that measurement after every measure.
- We then work on what AI systems actually cite: explanatory expert articles on your own domain, clearly assigned practice area and industry pages, clean mark-up of your content and solid mentions on third-party sources.
- For classic search the following still applies: in Germany, 85.59 % of all search queries went to Google in July 2026 (Statcounter). Structure, loading time, language and URL strategy have to meet its requirements.
- Off-site optimisation requires solid backlinks. Search engines recognise networks of your own interlinked sites and devalue them.
- We plan the measures, implement them or support your agency in doing so.
Frequently asked questions about law firm marketing
Do you also handle law firm rankings?
Yes — that is our second pillar and the origin of the company. We have been preparing submissions for Chambers, The Legal 500, JUVE and other directories since 2004. Details are on our page Chambers & Co – rankings for law firms. Marketing and rankings interlock: the same reference matters that carry a submission are the content a website is found with.
How do you present our practice areas and industries?
The way they are read in the relevant market. From our work with firms of every size since 2004, and from the ranking submissions we write every year, we know which terms are used for a practice area, which industries appear as clients there, and which details clients, researchers and journalists actually read. The result is a presentation for each practice area and each industry with a clear order, the right terminology and the right level of detail.
How does a project with you work?
It starts with a cost-free initial call. We then clarify the goals — for the firm, for each practice group, for each fee earner. The goals produce the action plan with a timeline and budget scenarios. In delivery we take on as much as you want: from advice only, through managing your agency, to full implementation. We submit interim results for your approval before anything is published.
How much should a law firm spend on marketing?
There is no percentage that fits everyone. For context: marketing spend in the legal industry runs at 1 to 4.5 % of revenue, in the cosmetics industry at 40 to 45 % — as set out in our guest article in Legal Tribune Online. The article also explains the drawback of a pure percentage rule: it does not distinguish between practice areas. A saturated market needs more budget for the same effect than a young one. We therefore work backwards from the goal.
Is this worth it for a small firm as well?
Yes, and often more so than for large ones. A firm concentrating on two or three practice areas can own them clearly, whereas a full-service firm spreads the same attention across twelve fields. Smaller firms tend to do a lot themselves and decide erratically. That is exactly where a written definition of goals works fastest — and it is much quicker to produce in a small unit.
What does Law Business do differently from a web agency?
A web agency builds what you order. We also know what a law firm’s content has to look like to work: how a practice area is named and described, how an industry is addressed, in which order and at what level of detail. That knowledge comes from working with firms of every size since 2004. Only then do design and technology follow — and we handle those too, either ourselves or through our partners.
Why is an ordinary marketing agency not enough for a law firm?
Because different rules apply in the legal market. The buying decision is made on trust and referrals, professional conduct rules limit advertising, and the actual audience often sits in a company’s legal department rather than in the open market. On top of that comes the internal structure: a law firm does not have one marketing goal but one per practice group and often one per partner. Agencies without industry experience regularly miss this.
Will you get us found in AI answers as well?
That is a specific part of our work. First we measure whether and where your firm is mentioned when ChatGPT, Claude, Perplexity, Gemini or Grok are asked the typical client questions of your practice area, and which sources those systems cite. The result drives the measures: explanatory expert articles on your own domain, clearly assigned practice area and industry pages, clean mark-up of your content and mentions on the sources these systems draw on. After every measure we measure again.
The firms we work for
From the sole practitioner to the international firm: we have been working for law firms of every size worldwide since 2004. Which firms those are, and what they say about working with us, is on our page client quotes and references.