7 Law Firm Marketing Trends to Look Out for in 2020

law firm marketing trends

As an entrepreneur and attorney, there are a number of new marketing trends you are likely trying to keep up with every year.  In some cases, you might learn about them from consultants, industry blogs, or conferences, but others might not be as well-known and may take some experimenting.  If you have noticed a decline in your business, or have become stagnant, it might be a good time to take a good look at your current strategies. Consider abandoning old or outdated tactics that don’t work and add new ones that may have a greater impact.

Below are, in my opinion, some of the top tactics you should consider for your 2019 marketing campaigns.

Differentiate Your Firm

differentiate standout

Highlight how you are different from other firms and promote it shamelessly.  Things like “aggressive representation” or “we offer free consultations” are nice touches, but probably not the best differentiator.

Use A CRM Software


Use a CRM software and utilize any features that help your staff automate tasks.  This is a great way to help your team become more organized and efficient.  There are a number of CRM systems that will allow you to set-up email and SMS workflows.  You might also be able to run analytic reports to monitor your lead flow, conversation rates, and other important metrics.   Before you purchase a CRM system make a list of your must-haves and then find out which solution works best for your law firm.  Here are a few CRM solutions you might want to use as a starting point.

  • Hubspot
  • Microsoft Dynamics
  • Salesforce
  • Velocify

Manage Your Local Listings

local seo citations map listings

When a prospective client is deciding if they should contact your firm, there is a good chance they may first look at your online reviews.  If a prospective client looks up your firm online what do they see?  Is it a local listing such as Yelp with reviews by past clients?  Or maybe a review on the Better Business Bureau or Facebook?  If you were choosing a law firm, would you decide to proceed and contact your firm?



A video is a good way to show off your business and connect with your audience.  Videos can be engaging, shareable, and used in many different ways.  You can add them to your landing pages, in social media, in a newsletter, and they will allow you the opportunity to rank for terms within video communities.

Optimize Your Website

optimize your website

Have a website and make sure it’s optimized for search.  Your websites load time, the quality of the content, headings, image alt text, and metadata are all a few of the basic optimizations that you should be doing.  You can learn more about this process in an article I wrote on SEO here.

In addition to optimizing your site, it may be a good idea to have a Blog.  Blogs can help to make a website rank higher, but results can vary.  A business with an active blog has the opportunity to do more internal linking and rank for new keywords when done correctly.

Diversify Your Leads Sources

law firm marketing trends

I am sure that you have heard of the term “don’t put your eggs all in one basket.”  Having a well-rounded digital marketing campaign that incorporates both paid search, non-paid search (SEO), social media, video and email marketing can help perpetuate your brand and bring in new leads.  These elements should all work together by design to help you reach your goal – more cases.

Know Your Numbers


If you’re not looking at your analytics you may be missing out on opportunities.  When investing in your business you want to know what gives you the best ROI.  If campaign 1 provides a return of $2 for every $1 you invest, and campaign B gives you $3 for every $1 you invest, why aren’t you spending more of your money in campaign B?  Knowing this information can help you to make those decisions.

Be sure to track everything.  Call tracking, website tracking, social media, etc.  Know where your leads are coming from, what motivates them, and what generates your revenue.