It’s common for law firm owners to reach a point where they need help with marketing. What’s less clear is who they actually need to hire. Someone to handle social media? A content writer? An assistant to take tasks off their plate? Or a full-time marketing manager?

Most firms don’t need all of those things right away. What they do need is clarity: what kind of help will actually move the needle, and how much of it do you need?

Let’s break it down.

Start With Your Goals, Not a Job Title

Before you post a job ad or browse freelance directories, ask yourself what you’re trying to get done. Do you want more consistent social media posts? More leads from your website? Help managing your newsletter?

If your needs are mostly task-oriented, such as posting content, updating your website, editing videos, or managing email platforms, a virtual assistant with marketing experience could be the perfect fit.

If you’re looking for someone to create strategy, run analytics, build campaigns, and actively generate leads, you’re probably leaning more toward a dedicated marketing hire. But even then, you need to decide if you want to hire in-house or work with a fractional marketing pro.

How Much Oversight Do You Want to Provide?

Be honest about how much time you want to spend directing someone. Virtual assistants often thrive when you give them a clear checklist. Marketing professionals usually expect to take initiative and own results.

If you’re overwhelmed and want someone to run with things without your constant input, a VA may not be enough. But if you’re organized and just need help executing your plan, a VA could be perfect.

What Can You Afford Right Now?

Full-time marketing staff are expensive. Even part-time marketing consultants often charge rates that reflect strategic thinking, not task execution. On the other hand, a virtual assistant is often more affordable, especially when you only need 5-10 hours per week.

A good middle ground? Hire a VA that is already supported by an agency. These people can handle the execution while receiving ongoing education and support from a full-service marketing agency.

Know That You Can Start Small and Build

There’s no rule that says your first marketing hire has to do it all. In fact, trying to find a unicorn who can design graphics, write content, build funnels, and track analytics is often a recipe for disappointment.

Start with one person who can help you do a few things well. As your firm grows, you can layer in more support or eventually bring on someone in-house if needed.

Bottom Line

If you want high-level strategy and execution without constant direction, you’re probably ready for a marketing manager or consultant. If you mostly need someone to take repetitive marketing tasks off your plate and help you stay consistent, start with a virtual assistant.

If you’re not ready to make a full-time hire but want to keep your marketing moving, consider working with MyMarketer. They offer experienced virtual marketing assistants who understand what small law firms need and how to get it done efficiently. Contact them today.

Being credible online isn’t the same as being competent in court or confident in a consultation. It’s about how you come across before anyone even talks to you. That first impression through your website, reviews, content, or even your Google listing can shape whether someone trusts you enough to reach out.

And the frustrating part? You could be a great lawyer who gets great results, but if your online presence doesn’t reflect that, potential clients won’t know. They’ll move on to the next name that feels more trustworthy.

So what actually signals credibility to someone looking for a lawyer? It’s not just what you say. It’s how you say it, where you say it, and what others say about you.

Consistent, Clear Information Across Platforms

People will check more than one source before contacting you. Your website, Google Business profile, LinkedIn, directories—if these don’t match or feel incomplete, it’s a red flag.

Credibility starts with consistency. Your name, photo, practice areas, contact info, and tone should align. A polished website doesn’t help much if your Google profile looks empty or your social posts haven’t been updated in years.

A Website That Actually Answers Questions

Clients aren’t coming to your site to read your resume. They’re looking for reassurance. They want to know you understand their problem, that you’ve helped people like them before, and that you’re accessible.

A credible site is clean, mobile-friendly, and clear. It includes a photo of you (or your team), contact info, and content that speaks to the issues your ideal clients face. Bonus points for having a short video introduction—they build trust quickly.

Up-to-Date Google Reviews (and Responses)

Reviews are social proof. Potential clients want to see that real people have had positive experiences working with you. A few five-star reviews from the past month mean more than dozens from five years ago.

Also: respond to your reviews. A quick thank-you or professional reply, even to the bad ones, shows you care. Silence looks sloppy. Engagement builds trust.

Proof That You Know What You’re Talking About

You don’t need to flood the internet with articles, but you should show some kind of thought leadership. That could be blog posts, short videos, LinkedIn updates, or FAQ answers on your site.

Sharing helpful, accurate content shows you understand your area of law. It also makes people more confident that you’ll be helpful when it matters most.

A Calm, Clear Tone in All Communications

People in legal trouble are already stressed. When your tone is clear, calm, and free of jargon, it helps them feel more confident reaching out.

Whether it’s your homepage copy or your contact form confirmation email, the way you communicate matters. Sound human. Sound reliable. That’s what credibility feels like.

Credibility Online Is About Trust Before the First Call

Most potential clients decide who they trust before they ever hit “contact.” The question isn’t whether you’re good at what you do, it’s whether your online presence shows that in a way people can recognize.

Focus on being visible, consistent, and helpful. That’s what earns trust online, and trust is what gets you hired.

Most solo and small firm owners know they should be marketing more. They’ve got lists of ideas, maybe even a spreadsheet or a dusty PDF called “Marketing Plan.” But for all the planning, not much actually happens. Weeks go by. Then months. And the plan quietly dies.

It’s not because the plan itself was bad. It’s because most plans don’t account for how law firms actually work. There’s client work to do, fires to put out, and not enough time to spare. So marketing gets pushed off again and again until the pipeline dries up. Then you panic and fire it back up only to end right back up in the same cycle of peaks and valleys. So why does it keep happening?

The Plan Is Too Complicated

A marketing plan doesn’t need to be a 20-page document full of buzzwords and charts. But that’s what many firms create. When it’s too big or too abstract, it never gets used.

Instead, focus on 2–3 clear goals and the small actions that support them. Think: “Publish one blog post per month” or “Call one referral partner every Friday.” If it doesn’t fit into your actual workweek, it won’t happen.

There’s No Accountability

Most marketing plans fail quietly. There’s no one checking in, no deadline, no owner. When everything is a maybe, nothing gets done.

Assign responsibility, even if it’s just to yourself. Put tasks on your calendar. Track progress. Set a 15-minute check-in each week to look at what’s working and what’s not. You don’t need more ideas. You need more follow-through.

It Tries to Cover Too Much

You don’t need to be on every platform, write every kind of content, or try every marketing trend. But many plans try to do all of that at once.

Instead, focus on what fits your strengths and where your clients actually are. It’s better to do one or two things consistently than five things inconsistently.

It Ignores Lead Nurturing

Many plans focus only on getting leads, not on staying in touch with the ones you already have. That’s a mistake.

If you’re not following up with leads, sending helpful emails, or staying visible between consults and sign-ups, you’re losing cases to firms who are. A good plan includes what happens after someone shows interest, not just how they find you in the first place.

It Was Built for a Different Season

The plan you made when things were slow might not work when you’re busy, and vice versa. That’s okay. Marketing plans aren’t meant to be static.

Check in every quarter. What needs to change based on your current bandwidth, goals, and results? A small adjustment now can save you a lot of wasted effort later.

Most Marketing Plans Fail Because They Were Built in a Vacuum

They don’t reflect how you actually work. They don’t include room for failure or change. And they assume that ideas alone drive growth. But execution is what matters.

If you want a plan that sticks, make it simple, make it specific, and make it flexible. Then build the habit of showing up, even when you’re busy.

Someone just filled out your contact form. Or maybe they downloaded a checklist. Either way, they’ve shown interest. This is the moment when your firm is top of mind, and most firms waste it.

Instead of sending a timely, thoughtful follow-up, they do… nothing. Or maybe they send a one-line confirmation that doesn’t help the lead take the next step. That’s a missed opportunity.

The one email every law firm should automate is the initial follow-up. It should go out immediately. It should be useful. And it should build trust while the lead still remembers who you are.

Send It Instantly

Timing matters. If someone fills out your form and doesn’t hear anything back for a day or two, they’ve probably already contacted someone else. An automated email sent within minutes shows that you’re responsive and organized.

This doesn’t mean the email has to look robotic. It can still sound personal. Use merge fields to include the person’s name and reference the action they took (like filling out a contact form or downloading a guide).

Set Expectations Clearly

People want to know what happens next. Your automated email should spell it out. Will someone call them within one business day? Should they expect a scheduling link? Is there something they should prepare?

The more clear and specific you are, the more confident they’ll feel about continuing the process. Vague emails create hesitation. Clear ones build trust.

Include One Call-to-Action

This email shouldn’t do too much. Focus on one next step. That could be booking a consultation, replying with a question, or reading a helpful resource.

Don’t overload the email with links or try to sell too hard. Just guide the reader to the next action and make it easy to take.

Reinforce Why You’re Worth Talking To

You don’t need to brag, but you do want to include a simple line or two that reinforces your credibility. This could be a short testimonial, a client win, or a one-sentence summary of what makes you effective.

This part isn’t about closing the sale, it’s about keeping the lead warm. You’re just reminding them they made the right move by reaching out.

Write It Like a Human

Even though the email is automated, it shouldn’t feel like it. Keep the tone warm, direct, and to the point. Use short paragraphs. Avoid legal jargon.

A simple, human-sounding message makes people more likely to engage. That’s the goal.

Automated Doesn’t Mean Impersonal, It Means Consistent

You don’t have to write a different reply every time someone contacts you. And you don’t have to let leads go cold, either. One good automated email can fix both problems.

Set it up once. Make it count. Then move on to building more ways to stay in touch, knowing your first impression is already handled.

Most law firm owners have some version of “get more clients” on their to-do list. But that’s not a goal, it’s a wish. The problem isn’t ambition. The problem is lack of structure. Without a plan, even the best intentions get pushed to the bottom of the pile.

If business development keeps slipping through the cracks, you’re not alone. But vague goals won’t fix it. You need goals that are concrete, doable, and trackable. Ones that actually fit into your week without requiring a full reorg of your calendar.

Step 1: Start With One Clear Outcome

Before you think about tactics, get clear on what you actually want. More leads? More referral partners? Higher-value clients? Narrow your focus.

A strong business development goal should focus on one area of growth, not everything at once. “Add five new referral partners this quarter” is better than “grow the firm’s network.”

Step 2: Break It Into Weekly Actions

If your goal doesn’t show up in your week, it’s not going to happen. Think in terms of behavior, not outcome.

Let’s say you want more referrals. A weekly action might be: “Reach out to one referral partner every Monday.” That’s clear and repeatable. It’s also easier to stick to than blocking a vague two-hour slot for “marketing.”

Step 3: Make It Measurable And Visible

Track it. Write it down. Create a one-page dashboard or use a sticky note on your desk. You don’t need fancy software, but you do need a way to see your progress.

If you’re not measuring what you’re doing, you’ll default to what’s urgent instead of what’s important. Business development almost always loses that fight unless you set up a way to hold yourself accountable.

Step 4: Focus on What You Can Control

You can’t control how many people refer you. You can control how often you reach out, follow up, or show up where your audience is.

Set goals around consistent actions: emails sent, check-ins made, events attended, follow-ups completed. These are the moves that lead to growth over time. And they’re 100% in your hands.

Step 5: Review and Adjust Every 30 Days

Don’t wait until the end of the year to see if your plan worked. Set a quick monthly check-in with yourself. What worked? What didn’t? What needs to change?

This keeps your momentum going and helps you make better decisions. If something’s not moving the needle, tweak it. If you fell off the schedule, start fresh. The point is to keep showing up, not to be perfect.

Goals Don’t Work Unless You Work Them

Business development isn’t a one-time sprint. It’s a weekly habit. The more realistic your goals are, the more likely you are to stick with them and see results.

If you want to grow your practice, pick one target, commit to a few simple actions, and track your progress. That’s how business development becomes something you actually do, not something you just hope happens.

You did a great job. The client thanked you. Maybe they even left a glowing review. But months go by, and you realize they’ve never sent anyone your way. It’s not that they didn’t have a good experience. It’s that good experiences alone don’t lead to referrals.

Referrals don’t just happen. They come from clarity, confidence, and convenience. Most of your clients aren’t sitting around waiting to refer you, they’re going about their lives. If you want to stay top of mind, you have to make it easy for them to remember you and talk about you.

They Don’t Know Who to Refer

One reason clients don’t refer you is they’re not sure what kind of client you actually want. Maybe they remember that you “do estate planning,” but they don’t know if you also help with probate. Or they assume you only take high-net-worth cases. Or they forget altogether.

If you don’t clearly explain who you help, how you help them, and when someone should reach out, your clients won’t be able to spot the right referral even if it’s right in front of them.

You Didn’t Ask

A lot of lawyers avoid asking for referrals because they don’t want to sound pushy. But most clients won’t think to do it unless they’re prompted. A simple, “If you know anyone dealing with [issue], feel free to send them my way,” can go a long way.

It doesn’t have to be awkward. You’re not asking for a favor, you’re letting them know you’re open to helping someone else. Just like they didn’t know you wanted the referral, they also might not know how to give one unless you bring it up.

You Disappeared After the Work Was Done

Referrals usually happen weeks or months after you finish working together. If you’re not staying in touch, you’re easy to forget, even if they really liked you.

Staying top of mind doesn’t require a big effort. A short monthly email, a holiday card, or even a quick LinkedIn post helps remind people you’re still out there and still helping clients like them.

They Don’t Know What to Say

Even when clients want to refer you, they might not know how to talk about you. They’re not legal marketers. They’re not sure what you want them to say or what you’d find helpful.

Give them simple language they can use: “He made the whole thing really easy to understand.” “She kept us informed the whole time and never made us feel rushed.” Help them describe your value in plain English and they’ll be more likely to say it to someone else.

You Didn’t Deliver a Remarkable Experience

A good experience is expected. A remarkable one stands out. That doesn’t mean being perfect. It means doing small things that make the process feel easier, more personal, or more thoughtful than expected.

Returning calls quickly. Explaining things clearly. Following up after the case is closed. These aren’t fancy touches, but they make people talk. And the more talk-worthy you are, the more likely someone is to recommend you.

Referrals Come From Intention, Not Luck

If you’re waiting on referrals without giving people a reason, a reminder, or a way to follow through, you’ll be waiting a long time. But if you stay visible, make your value easy to talk about, and remind clients who you help, the referrals will come.

Even happy clients need a little help turning their good experience into your next case.

Most law firm branding feels the same. Blue logos, stock courthouse photos, generic taglines about trust or justice. It’s hard to tell one from another. That might feel “professional,” but it doesn’t make you memorable. And if people don’t remember you, they’re probably not calling you.

Branding isn’t just about design. It’s about clarity. It’s about helping people understand who you are, what you stand for, and why they should choose you instead of someone else. If your brand looks and sounds like every other firm’s, it’s not doing its job.

The good news is you don’t need to be flashy or bold to stand out. You just need to be real.

Stop Trying to Be Everything to Everyone

The more specific your brand is, the more powerful it becomes. Instead of trying to appeal to everyone who might ever need a lawyer, start with your best clients. What do they care about? What language do they use? What drew them to you?

Your brand should reflect that. Speak to those people directly. Show that you understand their situation and what matters to them. That’s how you build trust faster and with the right people.

Pick a Tone and Stick With It

Some firms are formal. Some are approachable. Some are direct and no-nonsense. None of these are better than the others, but your brand should consistently reflect one of them.

The tone of your website, social media, emails, and materials should all align. If your homepage sounds stiff but your intake calls are casual, that’s a mismatch. Pick a tone that fits how you actually work with clients, and use it everywhere.

Ditch the Stock Photos and Generic Copy

Nothing kills a brand faster than overused visuals and cookie-cutter text. People can spot it a mile away. You don’t need professional photography for everything, but using real images of your team and space goes a long way.

Same with copy. Avoid empty phrases like “fighting for you” or “results-driven.” Instead, describe how you actually help people. Be specific. Give examples. That’s what builds credibility.

Tell the Truth About What Makes You Different

If you want to stand out, you have to be willing to say something different. Maybe it’s your process. Maybe it’s your pricing. Maybe it’s the type of client you won’t take. That’s not a weakness, it’s a brand.

Clear positioning makes people trust you more. When you know who you are (and who you’re not), it shows. And that confidence is magnetic.

Your Brand Should Reflect You, Not a Template

You don’t need to invent a new look or come up with a clever slogan. You just need to be consistent, clear, and real.

If your brand looks like every other law firm, you’ll blend in. But if it reflects what makes your firm worth hiring, people will remember you and more of the right clients will walk through the door.

General consumers get ~20-40 promotional emails a day, whereas professionals and business owners get upwards of 70. You know exactly the ones we’re talking about. Odds are, you delete most of them without reading or opening them. Though you may see them as useless junk, marketers track these diligently. 

For instance in 2023, a “birthday email” had a conversion rate of 0.72%. What happens when someone visits a website, puts something in their cart, and then leaves? These people often get reminder emails, and these had a conversion rate of 2.56% in 2023. 

Now that you have a general idea of the conversion rates, it’s important to highlight that one type of email is significantly more successful than others. “Back in stock” emails had a conversion rate of 5.84%. 

Sure, law firms don’t sell out of services and have to restock, so they’ll likely never send this type of email. However, the principles behind the back-in-stock email apply to legal marketing, even if your focus is to stay top of mind and drive referrals. 

Create Urgency Around Real Opportunities

The best ecommerce emails often create a sense of scarcity—limited stock, flash sales, or expiring discounts. While law firms aren’t selling physical products, you can still introduce urgency by pointing out real deadlines or time-sensitive issues. For example, you might alert clients to upcoming changes in legislation or court filing deadlines. You can also create a sense of exclusivity by offering limited slots for free consultations, webinars, or other time-bound services.

It’s not about manufacturing pressure—it’s about helping your audience take action when timing matters. When clients feel like they’re being informed instead of sold to, they’re more likely to stay engaged.

Build Anticipation by Offering Consistent Value

One reason back-in-stock emails work is that people are waiting for them. That sense of anticipation can also be built into your legal email strategy. Readers look forward to your emails when your firm consistently provides helpful, practical content.

You can build this anticipation by creating multi-part content series or teasing upcoming resources. For example, an estate planning attorney might offer a three-part email series on updating wills, or a business lawyer might share exclusive commentary on a new regulation. When readers expect value, they keep opening your emails and will be more likely to think of your firm when someone needs legal help.

Lead with Useful, Shareable Content

The most effective emails don’t always sell, they inform. Product review emails convert well because they offer insights, not just promotions. In legal marketing, this translates to emails that answer common questions, explain recent legal changes, or provide actionable tips.

When your content is genuinely helpful, your audience is more likely to forward it to others, bookmark it, or follow up with questions. That helps you stay top-of-mind and increases the likelihood of referrals. Don’t underestimate the power of consistency—regular, helpful emails reinforce your firm’s credibility over time.

Let Us Handle Your Email Marketing 

Your email newsletter is one of the simplest and most effective tools for staying connected to your audience, growing your referral network, and positioning your firm as a reliable source of information. Schedule a Discovery Call with Spotlight Marketing + Branding —we’ll help you build a strategy that keeps your audience engaged and your firm top-of-mind.

People often tend to view marketing as a checklist. There are professional marketers who do the same thing as well. It’s an easy trap to fall into, especially if you are diligent enough to set aside time each quarter to map out a marketing strategy. On these plans, people list various initiatives, such as newsletters, events, and social media ads. 

All these tactics will remain disconnected (and the results may even be underwhelming) if you don’t have a cohesive system tying it all together. Regardless of whether you hire an agency or run your marketing in-house, keep the concept of connectedness in mind as you develop a marketing plan. 

Content & Ads Should Work Together 

Think of content as the foundation of your marketing plan. You don’t write blogs or social media posts to “convert.” That’s what paid ads, landing pages, and drip campaigns are for. But if that’s the case, then what’s the point of all this content then?

Content is part of a long-term strategy. Blogs, organic social media posts (unpaid), and videos demonstrate to your audience that you have something valuable to say. Each of these tools works toward establishing credibility. 

There’s a person out there actively looking for a lawyer they can trust, and you must show you are that person. Educational content brings the right prospect further along on the buying journey, and it also filters out the wrong ones. And because content lives on your website, it will work forever if you make it evergreen (timeless). 

How Content + Paid Ads Get You Clients 

Now, combine this with a paid ad on Facebook promoting one of the free guides on your website. (This type of content is commonly referred to as a lead magnet.) These ads are effective because they are purposeful and they give your content more reach. You can target a particular type of client to ensure that the right people see the content you’re creating. 

But here’s where things get interesting: content improves ads, and ads improve content. A well-written blog post doubles as an ad destination. You run an ad that offers value such as a checklist, a video, or a how-to article, and people click because they’re curious, not because they’re being sold. 

Ads validate your content strategy. Run two ad variations promoting different blog topics and see which performs better. Suddenly, you’re not guessing what your audience wants. You’re seeing it in real time. The data informs what content you create next. 

Retargeting takes this a step further. Someone visits your site and reads your post on what to do after a car accident. That’s not the end, but rather the opening. With the right pixel in place, you can send the same person an ad a week later, such as a free consultation, a case study, or another article that delves deeper into the topic. That’s a conversation, not a cold pitch.

Adopt A Complete Marketing System 

If you have ever felt that your marketing plan lacks direction or is not generating a sufficient return, consider building a better system. One that gets you more of the right clients. Book a one-on-one discovery call with Spotlight Marketing + Branding to see if our content and paid ads strategies make sense for your firm. 

Law firms are usually pretty good at generating leads. They’ve got ads running, SEO dialed in, intake forms set up—but once a lead comes in, it often just sits there. No follow-up, no reminders, no value-add. Just silence.

That silence is a problem. Because while you’re waiting for a lead to “decide,” some other firm is sending helpful emails, building trust, and staying top of mind. And guess who ends up getting hired?

The truth is, lead generation gets a lot of attention. Lead nurturing doesn’t. But it’s the missing piece for a lot of firms that wonder why their intake numbers don’t match their marketing spend.

Understand What Email Sequences Are For

Email sequences aren’t about spamming people. They’re about guiding someone who already showed interest. Maybe they downloaded a checklist, scheduled a consult, or just filled out a contact form. That’s your chance to stay in touch.

A well-done email sequence reminds them you’re there, answers common questions, explains what happens next, and builds confidence in hiring you. It’s not aggressive—it’s consistent.

Keep the Focus on the Reader

Each email should help the lead feel more informed and more confident. You’re not pitching. You’re helping. Think simple answers to common concerns: how long the process takes, what documents they’ll need, what mistakes to avoid, what hiring a lawyer looks like.

These emails don’t need to be long or fancy. A few paragraphs is enough. Use clear subject lines, plain language, and one call-to-action per email.

Don’t Wait Too Long to Follow Up

The first follow-up should happen within 24 hours. After that, plan a short sequence—maybe five or six emails over two to three weeks. Don’t assume silence means no. People get busy, forget, or need more time. Your emails keep the conversation going.

If you’re only following up once, you’re leaving money on the table. A simple, automated email sequence gives you multiple chances to stay relevant.

Be Clear About the Next Step

Every email should have one purpose. Maybe it’s booking a consultation. Maybe it’s downloading a helpful resource. Maybe it’s just replying with a question.

Don’t clutter the message with multiple links or too much detail. Tell the reader what to do next—and make it easy to do.

Lead Nurturing Isn’t Optional—It’s the Difference Between Interest and Action

If your pipeline is full of leads that never convert, it’s probably not a lead generation problem. It’s a follow-up problem. And email sequences are one of the easiest fixes.

They keep you in front of the people who already raised their hand. They build trust. And they help you win more cases without chasing cold leads all over again.