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The 3 key elements of a marketing program for boutique law firms

If you're the owner of a small law firm, chances are you don't have the luxury of a large in-house team to manage your marketing program! It can be overwhelming thinking about where to start.

I've worked with law firms large and small, both in-house and as a consultant and have put together a list of what I believe are the 3 most important marketing elements for boutique law firms.

If you have these three elements nailed, congrats - you have a very strong foundation for your marketing program!

A brand you're proud of and feel aligned with

This is where it all begins - with your brand! This is your firm's identity: who you are, who you serve, your values, your visual identity and your tone of voice.

Your brand should filter through to all of your marketing and communications, from something as simple as your email signature through to the language you use to describe your services across multiple marketing platforms.

A cohesive, authentic and unique brand builds trust with your audience.

A killer website (including blog and SEO)

Even with the popularity of social media apps, where content is easy to upload, your website is still the most important powerful online platform for your law firm.

A good website is a powerhouse of content and information for not only potential clients, but future employees, journalists, conference organisers, work referrers and importantly - existing clients.

Your website becomes even more valuable when you have an easy-to-navigate, optimised blog that's regularly updated. Not only does it house your firm's news, opinions and publications (ie your content!), it can help you get found online.

External endorsements and accolades

If you tell someone you're the best law firm in your city, why should they believe you? Leave the endorsements of your firm to others!

You don't necessarily need to win a legal industry award or obtain a ranking in Chambers & Partners legal directory (these can be hard to obtain for smaller law firms). Seek out client testimonials and case studies, submit to awards in your sector/area of specialty outside of the legal sphere, say yes to speaking opportunities and get yourself published in mainstream media or technical journals.

And my final piece of advice ... Get yourself a marketing resource!

I'm currently working with a boutique art law firm one day a week on a consultant basis and assist with everything from website blog to award applications, e-newsletters, new business proposals and public relations.

If you're stuck on getting started with your marketing program and don't want to hire a full-time resource, a marketing consultant can be a great resource to help you on an ongoing basis or on specific projects such as rebrands, new website builds, specific marketing campaigns, directory submissions and more.

If that sounds like you, get in touch about my consulting services! Email me at

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