Marketing and sales strategy for law firms
A marketing and sales strategy for law firms does not start with the measures, it starts with the goals. We define measurable goals for each practice group and each fee earner, check which measures suit your firm size, and record how success will be measured — and over what period.
What sets us apart
- 1Goals first, measures secondWe define measurable goals with you for each practice group and each fee earner — instead of running measures without a target.
- 2What works in the legal market and what does notWe check which measures suit your firm size and structure, and which ones experience shows do not work in the legal market.
- 3A strategy also says what is left outYou receive a priority list stating what comes first and what is deliberately left out.
Our services
Goals per practice group
Measurable, not general- We define measurable goals with you for each practice group and each fee earner — instead of running measures without a target.
- A goal such as “more visibility” can neither be planned nor checked. A goal such as “ten per cent more revenue in real estate by year end” can.
- The goal determines which measure makes sense — and which one merely keeps people busy.
Measures that fit
Firm size and structure- We check which measures suit your firm size and structure, and which ones experience shows do not work in the legal market.
- What works for an international firm overwhelms a boutique — and the full-service look makes a specialist firm appear interchangeable.
- That judgement comes from our work in the legal industry since 2004.
A message per audience
Four audiences, four texts- We formulate the right message for each of your very different audiences: clients, referring firms, candidates and journalists each expect something different.
- One text for all four reaches none of them. We therefore separate the messages before a single measure starts.
- The same separation underlies the structure of a law firm website.
Priority list
What comes first — and what does not- You receive a priority list stating what comes first and what is deliberately left out.
- The second part matters more: without a list of what will not be done, the budget spreads across everything at once.
- The order follows the goals, not what happens to be quickest to implement.
Measuring success
Enquiries, mandates, rankings, AI- We record how success will be measured — enquiries, mandates, visibility in rankings and in AI answers — and over what period.
- Without that definition up front, any outcome can be presented as a success afterwards.
- Visibility in rankings means work on law firm rankings and legal directories.
Support through the year
Taking stock at fixed intervals- On request we accompany delivery throughout the year and take stock at fixed intervals.
- A strategy that sits in a drawer after the presentation changes nothing. The fixed dates are the difference.
- At every review we check whether the goals still hold — not only whether the measures have been ticked off.
What law firms say
I hired Law Business to sharpen the positioning of my law firm. It was an interesting process that helps to reflect on the portfolio of services and adapt to current developments. In the end, my law firm had a positioning that was more precisely tailored to my services and easier to understand, as well as a marketing plan to match.
Law Business supported us in sharpening our market positioning. Based on the analysis, we were able to define our positioning in the market more clearly, so that we could address the right target groups with our services and our external communication. The results were valuable for the further development of our marketing strategy and its communication.
Frequently asked questions
Where does a law firm marketing strategy start?
With the goals, not the measures. We define measurable goals for each practice group and each fee earner; the goal then determines which measure makes sense at all.
We are a small firm — is it worth it?
Particularly then. Without defined goals, small firms make notably erratic marketing decisions. We check which measures suit your size and structure.
Why do we need several messages?
Because clients, referring firms, candidates and journalists each expect something different. One text for all four audiences reaches none of them.
How do you measure success?
By what was defined beforehand: enquiries, mandates, visibility in rankings and in AI answers — each with a period.
Does it end with a strategy paper?
Only if you want it to. On request we accompany delivery throughout the year and take stock at fixed intervals.
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