Beyond billable hours: Marketing strategies for law firms in 2025

03/12/2024

How smart marketing can help law firms build trust and stay ahead in a competitive market.

8 min read

In a profession often focused on delivering exceptional legal advice and meeting billable hour targets, marketing can feel like an afterthought. But as the legal landscape becomes increasingly competitive, ignoring the importance of marketing is no longer an option. Word-of-mouth and referrals, while valuable, are no longer enough to ensure sustainable growth for law firms in 2025.

For law firms to succeed today, they need to adopt modern, innovative marketing strategies that resonate with their clients’ changing expectations and preferences. Whether you’re a senior associate aspiring to make partner or a managing partner focussed on growth, these strategies can make a measurable difference in your and your firm’s success.

Here’s how you can break free from outdated approaches and embrace marketing as an integral part of your business.

1. Diversify marketing channels: Go where your (target) clients are

Traditionally, law firms have relied on referrals, their reputation, and in-person networking to generate business. While these methods still have value, they’re no longer sufficient in a digital-first world. Clients today are savvier, researching their legal options extensively online (including directories!) before even considering reaching out. If your firm isn’t visible on the platforms they use, you risk being overlooked entirely.

Why diversification matters

Potential clients don’t all congregate in one place. Some may be active on LinkedIn or Instagram, others searching Google for answers, and maybe even some exploring legal insights through YouTube videos. To capture their attention, your firm needs to be present across multiple channels.

Key channels for law firms

  1. Social media: LinkedIn is the cornerstone of social media marketing for law firms. Use it to share firm updates, post thought leadership articles, or highlight your team’s achievements. Even a single engaging post – like a partner sharing insights from a recent court decision – can spark meaningful client interactions. But remember to interact. Don’t overlook other platforms like X (ex-Twitter for quick insights) or YouTube (for video content). While these may not drive immediate leads, they can build your firm’s visibility and credibility over time.
  2. SEO and content marketing: If your website doesn’t appear on the first page of Google for relevant searches, you’re losing potential clients. Optimised content, like blogs or FAQs, can help. For instance, an article titled “How to Navigate New ESG Regulations in Switzerland” could not only rank well on Google but also establish your firm as a thought leader in ESG compliance.
  3. Video marketing: Video is the fastest-growing content format online, and for good reason. A short, professional video explaining your services or showcasing your expertise can build trust with potential clients. For example, a 2-minute video of a partner answering common legal questions can be far more engaging than a static webpage.

How to start

Focus on one or two channels where your clients are most active. If you’re not sure, start with LinkedIn and your website. A consistent, high-quality presence will always beat spreading yourself too thin.

2. Thought leadership: Demonstrating expertise through education

Clients choose lawyers they trust, and one of the most effective ways to build trust is through thought leadership. By sharing your knowledge, you’re not just telling clients you’re an expert – you’re showing them.

The value of thought leadership

In an era of information overload, clients are drawn to lawyers who can cut through the noise and offer clear, actionable advice. Thought leadership positions your firm as a trusted authority, making clients more likely to reach out when they need help.

Examples of thought leadership content

  1. Articles and blogs: Write about topics your clients care about. For example, a corporate law firm could publish an article titled “What Every Start-Up Needs to Know About IP Protection.” This not only showcases your expertise but helps clients identify their needs, making you their natural go-to for advice and solutions.
  2. Webinars and panels: Hosting a webinar on a trending legal topic educates your audience while letting them see and hear you in action – an authentic way to build trust and share valuable insights. And on top of that you’ll connect with multiple potential clients at once.
  3. Guides and e-books: Consider creating in-depth resources, such as whitepapers or legal guidebooks. These can be gated content, meaning clients provide their email in exchange for access, giving you a new lead to follow up with. Turn that interest into a lasting relationship.

Top tip

Thought leadership isn’t about self-promotion. It’s about solving problems for your clients. Keep your tone approachable and friendly, avoid excessive jargon, and always provide actionable takeaways. They’ll appreciate that.

3. Client experience as marketing: Every interaction counts

Marketing doesn’t end once you’ve signed a client. In fact, every interaction – whether it’s an onboarding email, a status update, or an invoice – is an opportunity to strengthen your brand. Clients who feel valued and supported are far more likely to recommend your firm to others.

Why client experience matters

The legal profession is inherently relationship-driven. A positive client experience can turn one-time clients into loyal advocates who recommend your firm to others. Conversely, a clunky or impersonal process can leave even satisfied clients reluctant to return.

Practical steps to improve client experience

  1. Onboarding: Make the onboarding process seamless. Use clear communication, avoid excessive paperwork, and provide a point of contact who can address questions quickly.
  2. Mapping the client journey: Step into your clients’ shoes and evaluate every interaction. Are your updates timely? Are your processes easy to navigate? Identify pain points and address them.
  3. Post-case follow-up: Don’t disappear once the case is closed. A quick follow-up email to thank the client and ask for feedback shows you care about their experience.

4. Technology integration: Smarter marketing through tools

In 2025, technology isn’t just a nice-to-have for marketing – it’s essential. Tools like automation software and AI can help law firms streamline their marketing efforts and make them more effective.

Key tools to explore

  1. CRM systems: CRM tools you to track client interactions, ensuring personalised communication. If you are working independently, you can still use a CRM tool for free (or inexpensive).
  2. Marketing automation: Platforms like HubSpot can handle everything from email campaigns to social media scheduling, freeing up your time for other tasks. Automation tools, such as pitches and submissions software, also make business development easier.
  3. AI for targeting and personalisation: AI tools can analyse client behavior to deliver tailored content. For example, if a client downloads your ESG guide, AI can prompt you to follow up with an invitation to a related webinar.

How to start with technology

Start small. Automating your newsletter or setting up a CRM system are manageable first steps. Once you see results, you can explore more advanced options. Fo rlarger firms, audit your current systems to identify gaps, like underused CRM features or inefficient automation workflows. Start by enhancing what you already have before layering on new technologies.

5. Measuring success: know what’s working

Marketing without measurement is like arguing a case without evidence. To ensure your efforts are effective, you need to track key performance indicators (KPIs) and analyse your return on investment (ROI).

Key KPIs for law firms

  1. Website traffic: Are potential clients visiting your site, and are they converting into inquiries?
  2. Social media engagement: Are your LinkedIn posts generating likes, comments, or shares?
  3. Lead generation: How many new leads are your marketing efforts bringing in, and how many convert into clients?

ROI analysis

Every marketing initiative should have a clear goal. If you spend CHF 8,000 hosting a webinar, did it generate enough new leads or business to justify the cost? Regular ROI analysis helps you refine your strategies and demonstrate the value of marketing to stakeholders.

6. Future-proofing your marketing strategies

The legal market is constantly evolving, and so are client expectations. To stay competitive, firms need to anticipate changes and adapt their marketing strategies accordingly.

Trends to watch

  1. Generational shifts: Younger clients, particularly millennials and Gen Z, value transparency, purpose-driven brands, and digital accessibility. Your marketing must reflect these priorities.
  2. Legal tech: Clients increasingly expect tech-savvy firms. Highlighting your use of tools like AI-driven contract review (with all security measures in place) or client portals can set you apart.
  3. ESG and purpose-driven marketing: As ESG becomes a priority for businesses, law firms that align their marketing with these values will resonate with socially conscious clients. Just don’t greenwash. Really.

Practical steps to future-proof

Stay informed about industry trends through events, reports, and client feedback. Also,experiment with new platforms and formats, such as interactive content or short-form video. You can but try – and then you see what works best for you and your firm.

Conclusion: Think like a marketer, act like a lawyer

Marketing isn’t just a task to tick off your list – it’s a mindset shift. By embracing modern marketing strategies, law firms can not only attract new clients but also build deeper, more meaningful relationships with their existing ones.

So, here’s the challenge: What’s one small step you can take this week to elevate your marketing? Whether it’s posting on LinkedIn, refining your client onboarding process, or experimenting with a new tool, every effort counts.

Because in 2025, marketing isn’t just about visibility. It’s about building trust, delivering value, and setting your firm apart from the competition.