To stay ahead of your competitors, attract your ideal clients, set yourself apart, and expand your law firm, a well-crafted marketing strategy is essential. The specific approach taken will be tailored to your unique business goals and objectives, but a robust and thoughtful strategy will help you reach them more efficiently and cost-effectively. As professionals in the legal marketing field, we understand that there is no one-size-fits-all solution - we help you get your investment in marketing right the first time...
Our expert team of CIM chartered marketers is led by former practising solicitor and litigation partner, Chris Lucarelli. With legal expertise and digital marketing talent, we will help you navigate the modern marketing landscape to help you achieve your goals, no matter the size of your law firm or budget.
To stand out in a crowded legal market and attract quality clients and referrals, you need a focused, effective client acquisition strategy. Whether it’s increasing your online visibility, building engagement on social media, or creating content that resonates - strategy matters.
- We specialise in developing customised marketing strategies for law firms, no matter what the budget.
- We work with law firms of all sizes and within various areas of expertise, local, national and international.
- Get a free, no obligation consultation today.
Importance of a strong digital presence for legal firms
In today’s competitive legal landscape, a well-executed digital presence isn’t just a nice-to-have - it’s a commercial imperative. Yet, building an in-house marketing function can be time-consuming, costly, and resource-heavy.
That’s where Cal Partners adds real value. As an award-winning digital marketing agency founded by a former practising solicitor and staffed by experienced legal sector marketers, we understand the unique pressures of professional services.
We offer strategic, results-driven marketing support without the overhead of building an internal team. From digital advertising across LinkedIn, Facebook, and Instagram to social media management, content creation, PR campaigns and video production - our team delivers practical, targeted campaigns aligned with your business goals.
Strategies to improve your legal firm’s online visibility
We help law firms create and implement focused marketing strategies that drive meaningful engagement and commercial results. By working closely with your leadership and fee-earning teams, we ensure every tailored plan is aligned with your firm’s goals, values, and target audience of prospective clients, referrers and future talent.
Our team understands the distinct challenges and nuances across various legal disciplines, from niche family practices and estate planning to commercial and full-service firms. With firsthand experience of working in solicitors’ firms, we bring practical insight into what works, both internally and externally, ensuring you get it right first time.
Each strategy we deliver is tailored to your specific objectives, combining deep sector knowledge with cost-effective delivery. Whether you're looking to attract new clients, strengthen your brand, expand your referral network or grow your team with outstanding talent, we design campaigns that resonate with your audience and reflect your firm's identity.
We blend traditional marketing with the latest digital tools to deliver an integrated approach. This includes PR, print, and event marketing alongside SEO, PPC, social media, video, CRO, and mobile-first website design. The result: a clear, cohesive and pragmatic strategy that builds visibility, credibility, and authority in an increasingly competitive legal market.
How it works: Outsourced marketing for law firms
Looking for a tailored marketing strategy, delivered by experienced CIM Chartered Marketers?
- Discovery Call - We start with a no-obligation consultation to understand your needs.
- Review - With your permission, we’ll assess your website and marketing data.
- Recommendations - You'll receive clear, practical suggestions along with flexible options for how we can support you.
FAQs
Why does my law firm need a marketing strategy?
What tactics should my law firm use in its marketing?
Every law firm is unique, and your marketing strategy plays a crucial role in achieving your business goals and objectives. A successful law firm marketing plan incorporates a blend of digital marketing, social media, content marketing, PR, CRO, and traditional marketing tactics. Leveraging our extensive expertise in promoting professional services businesses, we can implement the most impactful and cost-effective marketing strategy to showcase what sets your firm apart in the competitive legal marketplace - reaching both current and potential clients as well as attracting the best talent.
Why do law firms outsource their marketing?
When it comes to growing your law firm, budget constraints, limited time, and a lack of marketing expertise can be major roadblocks. That's why many ambitious law firms choose to outsource their marketing to an external agency. By partnering with experts who have a proven track record of helping legal firms attract relevant clients and grow their business, you can access a highly skilled marketing team without the hassle of hiring new employees. Outsourcing your marketing allows you to focus on what you do best - serving your clients and managing your firm. With the support of experienced professionals who understand the unique challenges that law firms face, you can create an effective digital strategy that will help your practice reach its target audience and achieve its business goals.
Why is an integrated approach to marketing important to my law firm?
Being present where your clients are searching is crucial for the success of your legal firm. Google now places a strong emphasis on its updated E-E-A-T (experience, expertise, authority, trust) framework to determine the ranking of content and display it on search results pages. By demonstrating your expertise across various platforms such as social media, websites, third-party sites, via PR efforts and at events, you can establish yourself as the leading name in expert legal advice in the eyes of Google and potential clients. Having industry experts like us by your side enables your business to navigate and excel in this ever-changing landscape. Through a comprehensive marketing strategy, you can ensure that you never fall behind.
Marketing Services for Law Firms
The use of social media platforms such as LinkedIn, X (formerly Twitter), Instagram, Facebook, and even TikTok can be an incredibly effective tool for connecting with and directly engaging your ideal clients. Maintaining a consistent and recognisable presence on these platforms that your target audience frequents is not just a good idea; it should be a fundamental component of your firm's overall marketing strategy.
As experts in the field, we specialise in assisting law firms to establish and expand their online presence through highly effective digital marketing strategies. Our team will collaborate with you to develop a customised content strategy that is tailored to your specific audience, building community and driving increased traffic to your website and ultimately fostering trust in your brand.
Crafting a strong online presence is essential for any law firm looking to make a lasting impression on potential clients. It's crucial to showcase the valuable services your firm offers and build trust with those in need of legal guidance. By implementing effective digital marketing strategies across various digital platforms such as social media networks like LinkedIn or Facebook, and creating relevant content through blogs or videos tailored to address specific legal issues within your practice area, you can drive more traffic to your website. This not only attracts potential clients but also positions you as an expert in the field.
In today's competitive market where firms are constantly vying for attention from their target audience through digital marketing efforts like search engine optimisation (SEO) campaigns or email newsletters targeting specific client segments - having a well-thought-out plan in place is essential for success. By knowing how best practices work together within this ever-evolving landscape of digital marketing tactics ensures that every effort put forth yields positive results towards achieving set goals efficiently over time.
We can collaborate with your firm to ensure that search engine optimisation (SEO) is driving leads to your website and social media platforms. We will optimise all of your digital content - including blogs, videos, podcasts, and webinars - so that they are relevant and engaging for potential clients. Additionally, we will work on making sure your pay-per-click (PPC) campaigns are effective in reaching the right audience and generating results for your business.
Your firm's future perfect client is seeking solutions to their legal issue through a variety of channels - online, offline, and on social media. By implementing effective content marketing tailored to the legal industry, you can position your firm as the go-to solution provider. Leveraging the expertise of your firm's partners, colleagues, and existing clients can be a valuable resource in establishing your reputation, attracting new clients, and showcasing thought leadership within the field. By crafting highly relevant social media content, engaging blog posts, informative webinars, captivating podcasts, insightful white papers, compelling videos, and interactive animations that address potential clients' needs will not only educate them about your services but also help build trust and credibility. This approach is key in increasing visibility and converting leads into loyal clients who value the guidance provided by your firm.
Using our experience in the legal industry, we can help you identify and repurpose existing content and develop new and engaging pieces through a well-crafted content strategy. Creating meaningful relationships with potential clients through personalised content is crucial for long-term success in growing your firm.
Public relations (PR) should be a crucial component of your overall marketing communications strategy to enhance your firm's visibility, establish credibility with clients, referrers, and intermediaries, and amplify your message. PR goes beyond traditional press releases to encompass digital media, thought leadership content creation, and cultivating enduring relationships with relevant industry journalists and media outlets.
We can help you set your firm apart from your competitors, establish your reputation as an expert in the legal field, and attract ideal clients with an effective Public Relations strategy. Let's ensure your firm's unique story gets the attention it deserves!
Establishing a compelling, appealing employer brand for your legal practice is just as crucial as developing your client-facing image. Your team serves as the face of your firm and interacts with clients daily, making it essential to attract the right legal and business support professionals to drive the success of your law firm. By showcasing your company culture and commitment to employee wellbeing through social media, spotlighting employee achievements and milestones, and promoting job opportunities, you can ensure that your talent pipeline is filled with the best, most appropriate candidates for your firm. Marketing plays a vital role in communicating the advantages of working at your firm to existing employees, ultimately aiding in retaining top talent.
By implementing a comprehensive recruitment marketing strategy, we can assist you in expanding your law firm from within.
Engage, excite, and educate your target audience by incorporating captivating video and animation content in your digital marketing strategy. Whether it's a concise 30-second face-to-camera clip filmed on your phone, an enlightening animation simplifying an intricate legal process, or a compelling case study highlighting a client's success story recorded at their office, these strategies will distinguish your firm from the competition. Enhance visibility, drive website traffic, and convert more clients through both short and long-form videos that effectively communicate your firm's expertise and value proposition.
With our experience, we can assist your firm in identifying exciting video and animation content opportunities to enhance your online presence. Our proven strategies will help bring your vision to life and engage with your target audience effectively.
You can attract potential clients to your website, but can you persuade them to take action? With conversion rate optimisation (CRO), you can ensure that visitors are encouraged to 'learn more', 'click here', ‘download now’ or ‘register here’ and ultimately convert into valuable leads. An effective CRO strategy guarantees that your website's user experience (UX) is optimised for maximum results, turning clicks into loyal clients and increasing your return on investment.
By analysing your website through user journeys and the user experience, as well as utilising innovative tools such as heat maps and A/B testing, we can gain valuable insights into why your clients are – or are not – converting. This allows us to develop a strategic plan that will lead to higher conversion rates for your firm.
Your clients seek out your legal expertise, qualifications, and know-how, not your marketing prowess. However, it's crucial to promote your firm in order to stay competitive in the field. Collaborating with a marketing agency can help you develop and implement a marketing strategy that enhances your firm's reputation, attracts ideal clients, and secures the best talent. This partnership will enable you to effectively market your services online through various channels such as social media, blogs, websites, and email campaigns.
We collaborate closely with you, your leadership team and any existing in-house marketing resources to enhance your brand strategy. Our partnership brings a wealth of expertise and professional CIM qualifications in marketing, allowing us to offer new skill sets, fresh perspectives and innovative ideas tailored specifically to your business needs.
Marketing for Professional Services
Cal Partners
The go-to strategic marketing partner for ambitious professional services