Differentiating yourself and staying relevant in a crowded legal market is tough, especially with increased competition, an ever-evolving digital landscape and the looming potential threat of AI.

In this article, we share 5 top tips for setting your law firm apart in today’s busy legal space:

Use Effective Content Marketing to Target the Right People

By strategically crafting and delivering relevant, high-level content, consider targeting well-defined audiences that have the potential to transition into clients through your marketing.

Regular articles should be penned that are both timely and informative. Share them on your website and on social media platforms to encourage engagement from a range of followers. Don’t forget to optimise your post with strong SEO as this improves the likelihood of ranking well in search results eg: Google, making your firm more discoverable to potential clients.

Leverage Technology to Maximise Output

Streamlining processes and easing BD workloads is essential for busy lawyers. Using technology such as the project management platform Monday.com can help in assigning tasks, centralising and tracking work, and boosting collaboration among teams. The CRM platform HubSpot is also a useful tool that can be beneficial in capturing extensive prospect data.

Social media marketing is another way law firms can leverage technology. With over 4.76 billion regular users worldwide, and over 89% of law firms active on social media, having a robust social media marketing strategy is crucial to staying current with your audience. Build trust, credibility and awareness across the social media platforms that matter most to your business.

SEO, or the practice of optimising your firm’s web pages to improve overall search engine rankings, is also a powerful tool. With 17% of legal consumers looking for a lawyer through online searches, law firms should prioritise the following when creating an SEO strategy:

• Content: post regular, relevant content on your website including optimised key words so search engines understand your firm’s focus;
• Backlinks: increase credibility and ‘authority’ for your firm by having external website domains refer traffic back to your site through linked articles and mentions;
• Technical aspects: make sure your website is easy to navigate, fast and compatible on mobile devices.

Understand the Benefits of Thought Leadership Marketing

While creating credible and timely content is crucial for a law firm’s business development strategy, thought leadership in the legal industry is often overlooked, undervalued and misunderstood. To become a trusted voice amidst the noise, consider the following:

• Choose a topic that is timely and relevant to your stakeholders;
• Focus not just on quantitative data but also on sharing high-level qualitative content;
• Share findings from the thought leadership piece consistently rather than as a one-off – drip-feeding content to your audience is a great way of keeping them engaged;
• Use various channels when sharing findings from your thought leadership piece;
• Due to how time-consuming creating quality thought leadership can be, consider outsourcing projects to an external provider.

Engage in Targeted, Multi-Jurisdictional Roadshows

As we explored in a recent member article, organising a tailor-made and targeted roadshow is a great way to connect lawyers with prospective clients.

Roadshows offer law firms a unique opportunity to engage with clients in a more intimate setting compared to traditional networking at conferences or large-scale events. Unlike other marketing methods, roadshows facilitate face-to-face interactions, allowing for more meaningful discussions and immediate feedback.

When approaching roadshows be sure to consider:

• Preparation is key;
• How to add value to each firm you meet;
• The importance of engaging in a dialogue;
• Being creative in converting meetings into new business; and
• Measuring success against defined objectives.

Be Client-Centric

In another recent article, we explored how to develop and run effective client listening programmes, and the benefits of them. Delivering exceptional client experiences is a powerful marketing strategy and in 2025 clients will expect personalised services and seamless interactions. Make sure you regularly solicit client feedback to understand their needs and to improve your services.

If you would like to find out more about how to build your brand, grow your practice, and set yourself apart from competitors by using effective marketing tools then get in touch with Bonnie (bonnie@interact.law).