Law firm marketing is evolving fast, and if you’re still relying on outdated strategies, you might be losing out on new clients. In a world where digital presence often makes the first impression, staying ahead in your law firm marketing strategy isn’t just smart—it’s essential.
Mark Homer, CEO of GNGF (Get Noticed Get Found), joins us to share his most effective law firm marketing tips for 2022 and beyond. His full-service marketing agency is dedicated to helping attorneys and law firm owners reclaim control of their marketing, so they can grow their practices with intention.
Mark knows that most law firm owners didn’t start their practices with business management in mind. Instead, they began with a passion for practising law—and over time, realised they were also expected to manage finances, HR, operations, and yes, law firm marketing. That’s where things can go off track. Without a clear strategy, law firms often waste money on leads that go nowhere or overlook free tools that could transform their visibility.
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Rethinking Intake: The Heart of Law Marketing
Before you spend another dollar on ads or SEO, ask yourself: How are you tracking leads?
It doesn’t matter if your marketing budget is $10 or $10,000—if you aren’t measuring where your leads are coming from, you’re flying blind. Are they discovering you on Google? Are you getting referrals from other professionals? And most importantly, do you have a defined intake process in place to capture and convert those leads?
Intake is the backbone of effective law firm marketing. Without it, even the most polished ad campaign can fall flat. Mark stresses that many law firms try to solve lead problems by increasing ad spend, when the real issue lies in inconsistent or broken intake systems. Your team needs to know exactly what to do when a lead calls, clicks, or walks in. Tighten up intake first, and watch your conversion rates rise.
Google: Your Most Powerful Referral Partner in Law Firm Marketing
In today’s digital-first world, Google plays a central role in law firm marketing. Mark explains that Google should be treated not just as a search engine but as a trusted referral source.
Your Google Business Profile (formerly Google My Business) can help you dominate your local search results, especially when potential clients are searching for your firm by name. A fully completed and regularly updated profile builds credibility and helps you appear in map listings, local packs, and reviews—all of which matter deeply when someone is deciding which law firm to trust.
In fact, Mark recommends treating your Google Business Profile with the same level of attention and care as you would a major referral partner. Claim it. Optimise it. Update it consistently. It’s one of the most powerful and underutilised tools in law firm marketing today.
Five Steps to Streamline Your Law Marketing Strategy
Before launching any large-scale marketing campaign, there are several steps you should take to ensure your firm is ready to grow:
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Track Every Lead
Know where your calls and inquiries are coming from—and document it. This helps you understand which channels (Google, referrals, website, ads) are actually working. -
Create a Clear Intake Process
Every staff member should know exactly what happens when a new inquiry comes in. Intake scripts, CRM tools, and training can dramatically improve consistency and results. -
Optimise Your Google Business Profile
Ensure that your name, address, phone number, services, and photos are updated and accurate. Ask satisfied clients to leave reviews regularly. -
Focus on Your Firm Name SEO
Prospective clients often search by name after hearing about you. Make sure your website, social profiles, and directory listings all rank high and consistently present your brand. -
Build a Marketing Culture
Marketing isn’t just an activity—it’s a mindset. Everyone at your firm should understand the basics of your marketing strategy and how their role supports it.
Each of these steps strengthens your overall law firm marketing foundation and helps you make smarter investments when the time comes to run paid campaigns or expand your reach.
Conclusion: Master Law Firm Marketing Without Burning Out
You don’t need to chase the latest fads or throw thousands of dollars at complex campaigns to succeed in law firm marketing. Instead, get strategic, simplify your systems, and focus on what actually works.
For more tips, guides, and strategies, check out our free resources at hiringandempowering.com. Want to go deeper? Explore our blogs for expert insights, and tune in to our weekly podcasts where we feature top voices in legal leadership, growth, and marketing.
Authored by Molly Hall McGrath