Understanding How Law Firm Marketing Works

You’ve spent a lot of time and effort getting your branding right. You’ve compiled a solid email list. You’ve built a terrific looking website with plenty of rich content. You’ve even seen some increase in new clients. From all accounts, you’ve done everything right with regard to marketing your law firm.


So why isn’t your business growing by leaps and bounds? Why aren’t you seeing a satisfactory ROI?

The answer might surprise you.

If you’re like most law firms, the problem isn’t in the marketing strategies themselves. All the techniques mentioned above are proven and time-tested. Rather, the problem is in your mindset about how marketing works.

Consider this simple truth:

Marketing isn’t a destination; it’s a journey.

In other words, there is no such thing in marketing as “one and done” or “set it and forget it.” When you start coasting with your marketing strategy, your sales will start dropping. The art of marketing requires making constant tweaks and adjustments to proven strategies to keep those strategies yielding optimum returns. The reason is essentially two-fold:

  1. Human response is dynamic, not static. You can’t run a TV ad from the 1970s and expect it to work today like it did back in the 70s. We always need fresh input.
  2. Our marketing outlets are constantly in flux. The Internet is a perfect example because search engines are always updating protocols and methods for indexing content. If we don’t adapt, we lose visibility, and consequently, sales.

Adopting a new marketing mindset

By seeing your marketing as an ongoing process, you’ll be better able to identify small tweaks to promote ongoing growth for your firm. Here are some examples:

  • Do A/B testing to improve results. Craft two similar marketing emails, but change one small variable like the length, then see which email gets higher conversion rates. Test keywords related to your site, and track your analytics to see which keywords improve your page rank. Do it all again the following week. Constant testing leads to continual improvements.
  • Keep a sharp eye on your conversions. Every time you make a change, no matter how small, watch how your conversion rate fluctuates, and adapt accordingly. If you find a combination that works for a while, but new acquisitions start dropping off, it’s probably time to update your marketing plan.

This change in mindset might seem an insignificant one, but the ongoing growth of your law firm depends on it. As always, we are here to help with your marketing needs. To learn more, contact us today.

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