Steps to Building a Law Firm Marketing Plan – Getting Ready for 2025

Whether you’ve just hung out your shingle or are an established law firm, you likely understand the importance of generating a steady stream of clients. Without new business, it will be impossible to build a thriving and successful practice.

Unfortunately, hope isn’t a solid or productive marketing strategy. And the solutions that worked this year or last may only be effective for so long. There are a lot of lawyers out there, meaning your prospective clients have plenty of options. If you want to rise to the top in the coming year, you need a plan. Here are some steps for building a law firm marketing plan to get ready for 2025.

Steps to Building a Law Firm Marketing Plan for 2025

Legal marketing involves promoting your law firm so that a prospective client will find and choose you when they are facing criminal charges, get injured in an accident, need to create a will, or require some other type of legal assistance.

The goal is first to boost your firm’s visibility, then build credibility and trust, and finally close the deal by illustrating why you are the best choice. Since that would be a lot to accomplish with a billboard, most law firms today use the internet to reach and connect with prospective clients.

When it comes to digital marketing, you need a plan. Without one, it’s easy to waste a lot of time and money. Here are ten simple steps to building a law firm marketing plan for 2025 that can produce results:

1. Establish Your Foundation (Who, What, Where)

Building your law firm marketing plan for the coming year should be based on three things: who you serve, what services you offer, and where you offer them. Clarifying these three items will establish a foundation for defining your target audience, creating a unique value proposition that describes how you are different, and outlining how you plan to reach those people. 

2. Consider Your Marketing Budget for Your Law Firm Marketing Plan

Few law firms have a limitless marketing budget. But without dedicating some resources to connecting with your target audience, there is little chance of long-term success. How much should you invest in legal marketing? That depends on many factors, such as your legal practice area, location, firm size, and goals. Most firms spend roughly 10 percent of their gross revenue on marketing.

3. Define Your Law Firm Brand

Before you can begin to market your law firm, you need to define your brand. Spend some time thinking about what sets you apart from your competitors and how you can best connect with those you intend to serve. Are you a traditional or more modern firm? Will your marketing voice be formal or casual?

4. Create an Engaging Legal Website

Your law firm’s website will be the foundation of an effective digital marketing strategy. Since most legal consumers now turn to the internet for answers and legal referrals, your site will act as your digital front door. It needs to be fast, engaging, user-friendly, secure, and look amazing to get the results you need.

5. Leverage Content Marketing

Having a killer law firm website is only one piece of the puzzle. You need helpful and interesting content to support it and attract visitors. Ongoing content in the form of practice area pages, blog posts, ebooks, and videos should be one of your top priorities. Your content marketing efforts can build trust with your readers and establish you as an authority in your field.

6. Use SEO Best Practices

Many legal websites and content marketing strategies fail to consider SEO best practices, which is why they don’t achieve positive results. Short for search engine optimization, SEO refers to strategies and tactics that will help your website achieve top search engine rankings for popular search terms, like “divorce attorney near me” or “truck accident lawyer in Lexington.”

7. Target Your Local Audience

Most law firms cater to a local audience, so your digital marketing efforts should be optimized to reach the people who live in your geographic area. You can do this by setting up and optimizing your Google Business Profile, encouraging clients to leave online feedback, and focusing on local SEO when adding content to your website.

8. Invest in Video Marketing

People today watch an average of 19 hours of online video per week, as this form of content has become a popular way to consume information. Your law firm can capitalize on this trend to reach more potential clients through video marketing. Short video content can answer frequently asked questions (FAQs), introduce your attorneys, and explain different aspects of the law.

9. Connect Using Social Media

A large segment of the U.S. population is also active on social media platforms. In addition to using these sites to stay in contact with friends and network professionally, many people use social media to connect with trusted brands and find answers to questions. Your firm can and should be leveraging social media to make and maintain valuable connections.

10. Measure and Track Your Efforts for your 2025 Law Firm Marketing Plan

As you consider how you will approach your legal marketing efforts in the coming year, don’t forget to establish some goals and tie them to key metrics. Key performance indicators (KPIs), such as organic website traffic and conversion rates, allow your firm to track its results and make quick adjustments to its strategies to improve overall results.

Is Your 2025 Law Firm Marketing Strategy Ready?

If you haven’t given much thought to how you will market your law firm in the coming year, now is the time to start. What worked in 2024 may or may not be effective going forward because marketing trends are notorious for shifting and evolving. It’s critical that you have a clear vision of where you want to go and a plan to get there.

At Too Darn Loud Legal Marketing, we specialize in helping law firms of every shape and size achieve success. We offer results-driven legal marketing solutions that are customized to fit your particular needs and goals as well as consider the current environment. Call us today at (800) 649-1764 or reach out to us online to schedule a free consultation and website evaluation.