Law Firm Marketing Strategy: A powerful law firm marketing strategy doesn’t start with flashy ads or paid campaigns—it begins with people. Jordan Ostroff, a practising attorney and founder of Legalese Marketing, created the marketing he wished existed when he was trying to grow his own firm. Today, he works with lawyers across the country to build smart, sustainable marketing strategies that connect law firms with their ideal clients.
What makes Jordan’s approach unique? He believes that your employees, often overlooked in traditional marketing, can be your firm’s greatest untapped asset. With the right structure and support, your staff can become brand ambassadors who help generate meaningful, lasting client relations.
Listen now to hear how you can start implementing this today.
Law Firm Marketing Strategy Begins With Your Employees
In this episode, Jordan shares his step-by-step approach to transforming employees into active participants in your law firm marketing strategy. This isn’t about turning your paralegals or receptionists into social media managers. It’s about giving your team the tools to recognise and share the everyday moments that make your firm great.
For instance, when a staff member receives heartfelt praise from a client or goes the extra mile to deliver results, those moments should not stay hidden. Jordan recommends training employees to capture these stories and share them internally, so they can become part of your firm’s broader marketing narrative.
When your employees feel seen, valued, and involved in the firm’s mission, they show up more engaged. That energy translates directly to client satisfaction, and from there, to word-of-mouth referrals and repeat business.
Using Your Employee Stories in Your Law Firm Marketing Strategy
One of the core takeaways from Jordan’s experience is that storytelling doesn’t have to be scripted or forced. Some of the most impactful marketing content comes directly from your team’s day-to-day interactions with clients.
Jordan teaches firms how to embed simple practices into the workday that collect client feedback, highlight wins, and humanise the firm’s message. This could include:
- Asking your team weekly for client success stories
- Creating a shared document or Slack channel to collect “win” moments
- Highlighting an employee’s positive impact in your social posts or newsletters.
The goal? To organically incorporate your team’s voice and experience into a holistic law firm marketing strategy that’s authentic and effective.
Real-Life Example: Marketing at TopGolf
You’ll hear a bit of background noise in this episode—and that’s because Jordan joined the recording while attending a networking event at TopGolf. That alone says a lot about his philosophy. He believes marketing is everywhere, not just in front of your laptop.
It’s a reminder that the best opportunities for growth, visibility, and connection often come outside the traditional office environment. And in those spontaneous, relationship-building moments, your law firm marketing truly comes to life.
What You’ll Learn in This Episode
- Where great marketing begins: It starts with your values and your people
- The role your employees play: Employees influence how clients feel about your firm, and that matters more than you think.
- Building client relationships through your team: Every interaction counts—train your staff to recognise marketing moments.
- The hidden opportunity most law firms miss: Your team already has the stories—your job is to activate them and share.
Building a successful law firm marketing strategy is about more than ad spend or SEO. It’s about culture and empowering your team to be part of your firm’s growth journey. Want more practical tips to help turn your staff into your best marketing asset?
Check out our free resources at fire.h50.us/~hrgnmpwr/dev2/. Dive into our blogs for more insights on clients’ experiences, team empowerment, and legal marketing strategies. And don’t miss out on our weekly podcasts for even more tips from industry experts.
Written by Molly Hall McGrath