Marketing can feel like a daunting task for small high street firms, especially when there’s no dedicated marketing person in place. Often, the responsibility falls on fee earners who are juggling client work with little time to spare for marketing. In this scenario, it’s essential to focus on quick marketing wins—tactics that can deliver meaningful results without taking too much of your valuable time.
Here are the three key areas to focus on to make the most impact with the limited time you have.
Key Takeaways
- Maximise current client relationships: Use email marketing and personalised outreach to keep clients engaged and informed about other services you offer.
- Gather and showcase client reviews: Encourage satisfied clients to leave positive reviews online, enhancing your firm’s reputation.
- Refine service-specific SEO: Focus on optimising your website for specific legal services rather than broad geographic terms to attract targeted leads.
1. Leverage Your Current Client Base with Email Marketing and Cross-Selling
Your existing clients are your best resource when time is tight. They already trust you, and many may not be aware of the full range of services you offer. One of the quickest ways to generate new business is by cross-selling to your current client base through email marketing. Here’s how you can make the most of this strategy:
- Segment Your Client List: Divide your client base into segments based on services they’ve already used or are likely to need. For instance, if you’ve recently helped a client with conveyancing, they might also benefit from your wills and probate services.
- Craft a Simple, Direct Email: You don’t need a fancy marketing platform or in-depth expertise to get results with email. A well-written, clear email that explains the value of additional services can go a long way. Keep the message focused, personalised, and with a clear call to action.
- Automation Helps: If possible, set up an automated sequence to remind clients of other services at intervals. This can keep your firm top of mind without requiring constant effort.
Email marketing and cross-selling to your current clients is cost-effective, easy to manage, and can drive immediate results.
2. Turn Positive Client Feedback into Powerful Reviews
In a world driven by online reviews, client testimonials are crucial for building credibility. Many clients are happy to leave a review but may need a little nudge. Here’s how to gather those reviews and maximise their impact:
- Ask at the Right Time: Timing is everything. The best time to ask for a review is when the client has just had a positive experience with your firm—whether after a successful case closure or resolution of an issue.
- Make It Easy: Provide clear instructions on how to leave a review on platforms like Google My Business, Solicitor.info, or even Facebook. A direct link in a follow-up email can remove barriers and increase the chances of clients following through.
- Share the Good News: Once you’ve collected those glowing reviews, make sure they’re visible. Embed them on your website, share them on your social media channels, and include them in your Google Business Profile. The more you showcase positive feedback, the more you’ll build trust with potential new clients.
Gathering and managing reviews doesn’t just help you attract new clients—it also builds resilience. A strong reputation online makes you less vulnerable to negative feedback and provides long-term value.
3. Focus on Service-Related Keywords for Your Website, Not Just Location
When people search for legal services, they often use specific terms related to their legal needs rather than just searching for “Solicitor in X location.” By optimising your website for keywords related to your services, you can attract clients who need exactly what you offer.
- Identify Service-Specific Keywords: Think about the services you want to highlight—whether it’s family law, wills and probate, conveyancing, or commercial litigation. Then, research the search terms people are likely using. Tools like Google Keyword Planner or even a quick look at competitors’ websites can help you uncover high-value keywords.
- Optimise for Local and Service Terms: Instead of focusing solely on geographic terms like “Solicitors in [City],” try to blend service-related keywords with local intent. For example, “Divorce lawyers in [City]” or “Property dispute legal services in [Region].” This approach will help you attract more relevant traffic.
- Use Your Google My Business Profile: Your Google Business Profile (formerly Google My Business) is one of the most powerful free tools available. Make sure your profile is fully optimised with up-to-date contact information, service descriptions, and posts that highlight your expertise. This can also boost your visibility in the coveted “Map Pack,” where local firms appear for relevant searches.
Be Cautious When Outsourcing – Not All Providers Understand Law Firm Marketing
Outsourcing marketing can be a tempting solution when you’re pressed for time, but not all marketing agencies understand the legal sector’s nuances. Be wary of companies that promise the earth but have no experience working with law firms.
- Look for Sector Expertise: Legal marketing is unique, and firms that don’t understand compliance issues, industry challenges, or client expectations can lead you down the wrong path.
- Avoid Agencies with Unrealistic Promises: If an agency promises to catapult you to the top of Google in a matter of days, they’re likely using risky strategies that could hurt your business in the long run. Focus on sustainable growth rather than quick fixes.
Steer Clear of PPC Unless You Have Expertise
Pay-per-click (PPC) advertising can be an effective tool—but only if you know what you’re doing. It’s one of the fastest ways to lose money if managed poorly. Without proper keyword research, ad copywriting, and targeting, your firm could end up paying for clicks that never convert into clients.
- PPC Is Expensive and Complex: Legal services are highly competitive in the PPC space. With high costs per click, any mistakes can drain your marketing budget quickly.
- Focus on Organic Efforts First: Unless you have a solid strategy and expert management in place, it’s better to focus on organic efforts like SEO, content marketing, and building your reputation through client reviews. These approaches are more sustainable and offer better long-term results without the financial risk.
By focusing on these three key areas—email marketing, reviews, and optimising for service-related keywords—you can generate real results with minimal time investment. Avoid the pitfalls of outsourcing to inexperienced agencies and steer clear of costly PPC unless you have the expertise to manage it well. With just a little effort, you can see meaningful growth in your client base and online reputation.
Looking to boost your firm’s visibility and generate more client enquiries? Discover our expert marketing services for law firms, tailored to drive growth through proven strategies and measurable results. Get started today!
Damian Reed is Head of Marketing at QualitySolicitors, where he specialises in fostering the growth of law firms through innovative marketing and lead generation strategies. With a wealth of experience spanning multiple industries, Damian leads a dedicated marketing team that provides tailored services to over 40 law firms. Passionate about marketing and committed to seeing firms thrive, Damian brings a unique blend of skills to his role. He is highly adept at brand building, lead generation, and campaign development, leveraging his expertise to drive impactful results in the legal sector.
