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Marketing Strategies for law firms in Australia

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Marketing Strategies for law firms 

No matter which business you are involved in, marketing is undoubtedly an important part of it. Marketing not only helps you to better understand your consumers, but by creating valuable content, you are ensuring that your business maintains a consistent standard. 

This is especially true for law firms where reputation really matters. To grow your clientele, you need to incorporate creative means to ensure that customers remain intrigued by your firm.

The aim of this article is to discuss important marketing strategies for law firms. It may seem to you that adopting conventional marketing methods will be efficient enough for law firms. However, there are certain additional aspects that need to consider when marketing for law firms, as opposed to any other business. 

Before we see how to execute marketing strategies, let’s consider some points which we must keep in mind at all times. 

#1 Have clearly defined marketing goals 

When completing any task at hand efficiently, it is important to have clearly defined objectives. This also holds true for marketing for law firms. Before you begin carrying out your marketing plans, make sure that you have a solid goal in place. 

This could be something as simple as ‘raise newsletter click rates by 10 percent within two months.” While this is an outcome-focused goal, you may also benefit by having a clearly defined plan-of-action. For example, having goals like ‘publish 20 articles by the end of the month’ will also help in gaining momentum when marketing for law firms. 

#2 Know your target audience 

An essential point to remember is the importance of understanding your target audience. When marketing for law firms, it will be beneficial to segment your marketing strategies based on different target audiences. 

For example, if you are looking to target family law clients, your marketing approach should be relevant to family law. This means that your target audience will be recently separated couples, grandparents, or former spouses who are facing custody disputes.

On the other hand, if you are targeting corporate law clients, you need to include marketing content which discusses commercial law services that cater to the needs of businesses and founders. 

Importantly, your content should tailored to generate interest to specific target audiences, rather than creating generic content. 

#3 Reflect the core message of your firm

Beyond marketing the services you offer, every message you have for your clients should reflect the core values of your firm. This demonstrates that your firm is people-oriented, and values the importance of tackling the issues that clients face. 

For instance, the law firm JB Solicitors reflects its core message of SPIRIT – Success, Passion, Innovation, Responsiveness, Integration, and Teamwork – in all its marketing messages. By doing so, clients can also identify the firm by their core values.

Keeping the above-mentioned points in mind, there are some strategies which are highly effective when you use them consistently. By following the points given below, you will have enhanced your marketing plan, and been at par with your competitors. 

#1 Content marketing and SEO practices 

Content marketing in the form of uploading blog posts on your website is definitely an effective way of marketing. By publishing informative blog pieces related to your practice, you ensure that the content on your website is regularly updated. 

This proves to be especially useful when clients enter in keywords on search engines which can direct them to your blog page. However, for your page/website to appear on the search engine. You need to ensure that your content optimised properly. 

Click here for more information on how to optimise your content, and to learn more about search engine optimization (SEO).  

#2 Email marketing 

Newsletters are a common form of email marketing. Email marketing usually done monthly and is a great way to ensure that your clients remain engaged with the content you produce. 

While uploading blogs regularly is a great marketing method, it does not guarantee that people read the blogs everyday. Your clients will be as busy as your fellow lawyers. Not everyone will have the time to search for your website and read the content you produce regularly. 

Newsletters play an important role in getting your content out to people who do not actively engage with website content. Ideally, a newsletter should provide a succinct, and interesting refresher of recent blogs, videos or any other content that you have created. 

Importantly, while preparing newsletters also it is important to reflect the firm’s core message and values. Additionally, for the sake of consistency, newsletters should mirror the firm’s website theme in terms of designs and colours. 

#3 Social media marketing

Ultimately, the importance of social media cannot understated. With the growing importance of social networking sites in our digital age. It is crucial for any law firm to utilise social media platforms optimally. 

These could be in the form of regular Facebook posts which show your expertise in law-related matters, or by using professional content on LinkedIn to grow your network. It is extremely important to have a strong presence on social media if your goal is to get more clients to know about your firm. 


Marketing your law firm is important for your firm to be successful. In a nutshell, it is important to draw up a clear marketing plan, and execute the plan consistently across various types of media including your firm’s website, social media, and email marketing. 

Author bio

John Bui is the Principal Solicitor of JB Solicitors, a law firm based in Sydney, Australia. The firm deals with matters falling under family law, property law, criminal law, and environment law among others.