There are a lot of attorneys online. Some run ads. Some post content. A few even have decent websites. But very few take the extra step of putting themselves out there with public speaking.

Public speaking doesn’t mean a TED Talk. It could be running your own lunch and learn series. A podcast guest spot. A webinar with a referral partner. It just means showing up in a way that allows people to hear your voice and understand your point of view. That kind of visibility builds trust fast. And trust is what leads to clients.

If you want more credibility in your practice area—and you want clients and referral partners to remember you—public speaking is one of the most effective tools you can use.

Speak Where Your Ideal Clients (or Referrers) Already Are

Don’t waste time trying to speak to the largest audiences. Focus on the right ones. That could be local business owners, parent groups, professionals in adjacent industries, or community organizations. The goal is to be seen as a helpful, clear, and approachable resource.

Joint webinars with financial advisors, realtors, or therapists are a great way to tap into each other’s audiences. Podcast interviews are another easy win—you don’t have to prepare slides or plan a full talk. You just need to show up with something useful to say.

And if you want full control, run your own series. Monthly lunch and learns or workshops in your office can build momentum with both prospects and professional contacts. Keep each session short, focused, and practical.

Repurpose and Reuse What You Share

One of the best parts of public speaking is how much content it gives you. Record your webinars and slice them into short clips for social media. Turn your talk into a blog post. Pull a few quotes and use them in your newsletter.

This gives your message more mileage. It also reinforces your position as someone who knows what they’re talking about. The more often people hear you speak, the more credible you become.

Public Speaking Isn’t Just for Conferences

You don’t have to be polished. You just have to be helpful. Speaking lets you connect in a way that emails and ads can’t match. And when it becomes a habit, it builds a reputation that sticks.

In a lot of law firms, marketing is an afterthought. Maybe one person handles it, maybe nobody really owns it, or maybe everyone assumes the website will do the work. The problem? Marketing doesn’t stick when it’s siloed. If you want real growth, it needs to be part of your firm’s everyday mindset.

Creating a culture of marketing doesn’t mean turning everyone into a social media manager. It means making marketing part of how your team talks, acts, and thinks about the work you do. And it starts at the top.

When your staff sees marketing as part of their role—not a distraction from it—you get more consistency, more ideas, and better results.

Talk About Marketing Like It Matters

You don’t need a weekly strategy meeting, but you do need to treat marketing like a shared priority. That means talking about it in team meetings, sharing wins, and asking for ideas. When someone gets a great review, lands a referral, or makes a great client impression, celebrate it. Tie those moments back to how they help the firm grow.

Also, make sure your intake team, receptionist, and paralegals understand their roles. Every client interaction is a form of marketing. A kind word, a fast reply, or a simple answer to a confusing question can turn into a five-star review or a referral.

Give People Tools and Permission

If you want your team to participate in marketing, you need to make it easy. Give them tools: branded email signatures, templates for review requests, simple social post ideas, and clear messaging around who you serve and how.

More importantly, give them permission. Let your team know it’s okay to take five minutes to post a win on social media, ask for a review, or share a client story (appropriately). People who feel like they can contribute without stepping on toes or wasting time are much more likely to do it.

Your Whole Firm Can Be a Marketing Asset

Marketing isn’t just a task for your web designer or social media contractor. It’s how your team shows up every day. And when everyone plays a part, your message gets stronger, and your firm grows faster.

A lot of solo and small firm attorneys think they can’t compete with the big firms because they don’t have a huge marketing budget. But money isn’t always the deciding factor—strategy is. The truth is that some of the most effective marketing moves don’t cost much at all.

If you’re trying to grow your firm without overspending, you need small wins that build momentum. The following tactics are simple, affordable, and can make a real difference in how people find and remember you.

  1. Update Your Google Business Profile – Add photos, make sure your contact info is correct, and post regular updates. It takes 15 minutes and helps you show up in local search results.
  2. Ask for Google Reviews—Don’t overthink it. After a positive client interaction, send a quick email with the link. More reviews equal more trust.
  3. Write a Blog Post Answering a Common Client Question—Pick one question you hear all the time and answer it in 500 words or less. Publish it on your site. Bonus: Share it on LinkedIn.
  4. Use an Email Signature CTA—Add a line at the bottom of your emails linking to your consultation page, lead magnet, or latest blog.
  5. Record a One-Minute Video Tip—Use your phone. Keep it simple. Post it to social media. It will humanize you and build trust.
  1. Join One Local Facebook Group or Forum—Answer questions (without pitching), stay helpful, and drop a link to your site when it makes sense.
  2. Follow Up With Past Clients—A short “Just checking in—how’s everything going?” message can spark referrals or new work.
  3. Optimize Your Contact Page—Make it dead simple to book a consultation. Clear instructions, no clutter.
  4. Share Wins (Without Bragging)—If you got a good result (and can talk about it), share a quick lesson learned or tip from the experience.
  5. Add a Lead Magnet to Your Website—Offer a short guide or checklist in exchange for an email address. Keep it useful, not salesy.

Marketing Momentum Doesn’t Have to Cost a Fortune

You don’t need to do everything. Pick a few tactics that fit your style and make them a habit. Small actions add up when you stay consistent.

You can do a great job for someone, but that doesn’t mean they’ll remember your name in six months. People move on. They forget. And when a legal issue pops up, they either Google a solution or ask a friend for a referral—often without thinking twice about who helped them last time.

That’s not because you did anything wrong. It’s just human nature. The challenge is staying top of mind without becoming a spammer. You don’t need to chase people. You just need to show up in small, consistent ways.

The goal is to remind them you exist, without making it feel like work to deal with you. If you can do that, you’ll be the first name they remember—and the one they refer.

Use Simple, Useful Touchpoints

You don’t need a complicated email funnel. A short monthly email with a helpful tip, a recent case win, or a reminder about something timely is more than enough. Keep it light. Keep it useful. Make it easy to read.

Social media works the same way. Post a few times a week with something relevant, whether it’s legal updates, quick tips, or even a behind-the-scenes look at how you work. You’re not trying to sell anything. You’re just staying present.

People remember what they see often. You don’t need to impress anyone—you just need to show up.

Make It About Them, Not You

Nobody wants constant updates about how busy you are or how great your firm is. They want to know what’s useful to them. That’s the filter for everything you send or post: does this help the person reading it?

You could share a reminder about tax deadlines, a short checklist for common legal issues, or even a quick story about a lesson learned (without client names, of course). The point is to give value, not talk about yourself.

If you focus on being helpful and consistent, you won’t be annoying. You’ll be appreciated—and remembered.

Stay Visible So You Stay Valuable

People trust who they remember. And the ones they remember are usually the ones who make an effort to stay in touch. You don’t need to overthink it. You just need to show up now and then with something worth reading.

Most people don’t know how the legal process works. They have questions, concerns, and hesitations—and they go online looking for answers. That’s your opportunity.

A webinar is one of the easiest ways to show potential clients that you understand their situation and can actually help. You’re not pitching. You’re educating. And that positions you as the obvious expert choice when they’re ready to take action.

You don’t need to be a polished speaker. You don’t need fancy software. If you can break down a common legal issue in plain English and walk people through what they need to know, you can host a webinar that gets results.

Choose a Clear Topic and Keep It Simple

Start by thinking about the most common questions you get. Focus on one topic per webinar, not five. That could be “What to Expect in a Divorce Mediation” or “How to Protect Your Assets with a Will.” Keep the title straightforward.

Create a short slide deck or outline to guide the session. Aim for 20–30 minutes of content and leave time for questions. This format works well because it’s long enough to be helpful but short enough that people will stay engaged.

Promote it to your email list, social media, and anywhere you already have attention. Make registration simple. Ask only for a name and email address.

Follow Up Right After the Webinar

The webinar itself builds trust. The follow-up turns interest into action.

Send a quick thank-you email with a link to the replay. Include one clear next step—like booking a consultation or downloading a related checklist. Don’t make it complicated. One call-to-action is enough.

If someone registered but didn’t attend, follow up with the replay link anyway. You already have their attention. A missed webinar doesn’t mean they’re not interested—it just means something came up.

Turn One Webinar Into Dozens of Leads

Webinars aren’t about reaching thousands of people. They’re about helping the right people make a decision. And they work.

If you’re running ads, paying for SEO, or outsourcing social media—but not tracking what’s working—you’re flying blind. It doesn’t matter how good a marketing idea sounds if you don’t know whether it’s actually bringing in clients. Most small firms can’t afford to waste money on guesswork.

Tracking ROI (return on investment) isn’t complicated, but it does take some discipline. You don’t need to be a numbers person. You just need to connect a few dots. When you know what’s working, you can double down on it. When you know what’s not, you can stop wasting time and money.

Step 1: Start With Clear, Trackable Goals

Before you can measure results, you need to define what you’re trying to achieve. That could be more leads, more consultations, or more signed clients. Be specific. Saying “I want more visibility” won’t help you measure anything.

Every marketing effort should point to one clear outcome. If you’re running a Facebook ad, track how many people click and how many of them book a call. If you’re writing blog posts, track whether readers visit your contact page or sign up for your newsletter. Use tools like Google Analytics, call tracking numbers, and intake forms that ask, “How did you hear about us?”

The more direct your tracking is, the easier it is to know which campaigns are worth it.

Step 2: Calculate ROI With Simple Math

Once you know how many leads or clients are coming from each channel, it’s time to consider cost. Add up your spending—ad budget, software, contractor fees, etc. Then, divide that by how many clients it brought in.

If you spend $1,000 on Google Ads and get 5 clients bringing in $2,000 each in revenue, that’s $10,000 back on a $1,000 investment. That’s a good ROI. But if you spend $800 on SEO and it brings in one $1,000 case, you’re barely breaking even.

Don’t just look at volume—look at value. Some marketing channels might bring in fewer leads but higher-quality clients. Those might be worth more in the long run. The point is to compare what you spent to what you earned so you can make smarter choices.

Start Making Marketing Decisions With Data, Not Hunches

Marketing works best when it’s measured. It’s not about doing everything; it’s about doing the right things. Tracking ROI is the first step to stopping guessing and starting to grow.

Most law firms don’t have a problem getting clients. They have a problem getting the kind of clients that make the work worth it. If your calendar is full but your bank account says otherwise, it might be time to rethink your approach.

Higher-paying clients look for different things than budget shoppers. They’re not just trying to get the cheapest rate. They’re looking for confidence, clarity, and value. And they’re often willing to pay more when they believe they’re getting better service.

The key is to stop marketing to everyone and start speaking directly to the clients you actually want. That requires a few changes in how you show up, how you talk about what you do, and how you qualify leads.

Step 1: Position Your Services for Value, Not Volume

If your message is “affordable legal help for everyone,” you’re going to attract a lot of price-sensitive shoppers. These aren’t usually the clients who are willing to pay more for your time.

To reach higher-paying clients, focus on what matters to them. That might be responsiveness, predictability, convenience, or peace of mind. Show how your process is built around delivering those results. Be specific about what they can expect.

Also, make your pricing strategy work for you. Avoid hourly pricing if it puts pressure on your time and reduces clarity for clients. Clear, outcome-based pricing helps people feel confident in what they’re paying for—and gives you room to charge more without constant back-and-forth.

Step 2: Upgrade Your Visibility and First Impressions

Higher-paying clients often research more before reaching out. They look at your website, your reviews, and your online presence. They may never contact you if your site looks outdated or hard to use.

Make sure your website is clean, easy to use, and clearly communicates who you help and how. Include reviews, results, and frequently asked questions. Speak in plain language. You’re not trying to impress with legal jargon—you’re trying to connect.

Your intake process matters, too. If it’s clunky, slow, or unclear, people will drop off. Make it easy to book a consultation. Set expectations upfront. And respond quickly. High-value clients don’t wait around.

Start Attracting Clients Who Value Your Work—and Can Pay for It

If you want better cases, better clients, and better margins, it starts with how you market and present yourself. You don’t need more leads. You need the right ones.

You had a great consultation. The potential client seemed interested. Then you never hear from them again. What happened?

A lot of people assume silence means rejection. But in most cases, it just means the client got distracted. Life got in the way. And since you didn’t follow up, they moved on—or forgot. This is where most firms lose opportunities.

Follow-ups are where deals are won. But many attorneys avoid them because they don’t want to seem annoying or desperate. The key is to follow up the right way. You don’t need to chase people or pressure them. You just need a simple system to stay in touch without overdoing it.

Step 1: Be Direct, Clear, and Respectful

The best follow-ups don’t beat around the bush. A short, clear message works better than something vague or too wordy. People appreciate directness. You’re not bothering them if you’re offering help they asked for.

Try something like: “Just checking in to see if you had any questions about our consultation. Let me know if you’d like to move forward or need more information.”

This kind of message gives them space while showing that you’re still available. You’re not asking for a decision. You’re just reminding them that you’re there.

Also, don’t wait too long. A quick follow-up within 48 hours is usually best. After that, one more follow-up a few days later is fine. If they still don’t respond, set a reminder to check in again in a couple of weeks.

Step 2: Use Systems So You Don’t Forget

One of the biggest reasons follow-ups get missed is that people rely on memory. That’s a bad plan. You need a system.

Use a CRM, a spreadsheet, or even calendar reminders. Whatever works. The point is to track who you talked to, when you followed up, and what the next step is. You don’t need fancy tools. You just need a repeatable process.

Also, think about using templates. A few well-written follow-up messages can save time and help you stay consistent. That way, you’re not starting from scratch each time. Just customize a few lines and hit send.

Your Law Firm Could Be Losing Leads—Don’t Let That Happen

You don’t have to be aggressive to stay on someone’s radar. Following up shows that you’re reliable and organized. It helps people move forward. And when you do it well, you don’t just close more leads—you build trust.

If your follow-up strategy is hit-or-miss, it’s probably costing you. We help law firms build simple marketing systems that turn interest into action. Reach out if you want to stop letting good leads slip away.

There are three steps that a potential client takes to confirm you are the attorney who can help them solve their issue.

It is irrelevant whether you received a phone message at the office or an email from a visitor to your website. 

Until you speak with the person, you don’t know how they found you or where they are searching for legal assistance. 

That’s why it’s vital for your website’s content to address the visitor at each stage in their research about you among the various attorneys they will identify.

Let’s consider that the potential client is taking an active role in what I call The Confirmation Process.

In this model, the buyer wants to confirm that she has located the appropriate attorney, regardless of how she arrived at your website:

1. Perhaps they met you at an event, heard you speak on a panel or podcast, or read what you wrote in an article or newsletter

2. In some cases, they were referred to you by a mutual contact

3. Maybe they searched online for an attorney with a specific practice

Voila! They found your name and firm. The next step is for them to confirm:

  • You are the person they heard about/saw/read about
  • You are the attorney they seek/need because you have the skills to solve their legal problem
  • You have the respect of your peers and your clients.

Let’s make sure your website actively confirms all three.

Are you the one they heard about?

Yes. Your photo clearly shows that you are the person they met or saw speak. If the prospective client talked with you at an event or attended your presentation, they may have spoken with you and even accepted your business card.

Speaker bios, podcast show notes, and articles usually include a photo. They may also feature the lawyer’s website URL, email address, and/or phone number to facilitate follow-up contact by the attendees, listeners, and readers.

Are you the attorney they seek/need, and do you have the skills to solve their problem?

Yes. Your website states your areas of practice and services. It further describes your education and notes the state(s) where you are licensed to practice law, as well as any certifications. 

When you include case studies of client successes and newsletters, they amplify your proven skills. Listing the industries where you have experience, plus the names of your clients, establishes the depth of your knowledge in the field when permitted. You have your finger on the pulse of what is happening in the sector.

Do you have the respect of your peers and your clients?

Yes. Your published articles, workshops, and podcast appearances show that others in the sector value your insights. Quotes and mentions in news stories further support your authority. Additionally, your client testimonials prove you delivered on their mandate to you.

Take the time to review your website in comparison with the Confirmation Process.

  • current photo
  • list of practice areas
  • services 
  • education
  • license to practice law in ____ state (and certification)
  • case studies
  • newsletters 
  • industries 
  • client names (where permitted)
  • publications
  • workshops 
  • podcast appearances

Compose additional text and materials where your website is currently deficient.

Then, perform a second review.

Finally, compare your LinkedIn profile and ensure it, too, follows the confirmation approach.

Congratulations! Your website and LinkedIn profile confirm your identity, experience, and skills and show the respect of your peers and appreciation of your clients. 

Too many law firms say the same thing. “We provide excellent service.” “We care about our clients.” “We fight for justice.” These statements don’t mean much because every firm claims them. To stand out, you need a unique value proposition (UVP).

Your UVP is a simple, clear statement that tells potential clients why they should choose you instead of another firm. It’s not a slogan. It’s not a tagline. It directly answers the question: Why should I hire you? A strong UVP makes it easier for clients to see the benefits of working with you and helps you attract the right cases.

Most law firms don’t take the time to craft a real UVP, so their marketing is generic. The firms that do have one get noticed, remembered, and attract more clients.

Step 1: Identify What You Actually Do Better

Being different isn’t about saying something catchy. It’s about having a real advantage. Look at your client feedback, case results, and how you handle legal work compared to others. What do people say they like about working with you? What do you do that other firms don’t?

Maybe you have a fast response time. Maybe you use clear, jargon-free language. Maybe your firm offers flexible payment options that make legal help more accessible. The key is to focus on tangible benefits, not vague statements about “commitment” or “quality service.”

Another way to determine what separates you is to look at your competitors. Check out their websites, ads, and social media. If they all sound the same, that’s your opportunity. Find what they aren’t saying and use that to position your firm differently.

Step 2: Craft a Clear, Simple Statement

Once you know what makes your firm different, it’s time to describe it. A strong UVP is direct, specific, and easy to remember. It should highlight a real benefit that matters to potential clients.

A weak UVP: We provide excellent legal services with a client-first approach.

A strong UVP: We return every client call within one business day—guaranteed.

See the difference? The second one is specific. It gives a concrete reason to choose the firm. It’s also easy to verify. That’s what makes it powerful.

Here’s another example:

A weak UVP: We fight for your rights.

A strong UVP: Flat-fee pricing. No hourly surprises. Know your costs upfront.

Your UVP should be bold but also true. If you promise fast communication, you need to deliver. If you claim better affordability, you need to prove it. The best UVPs are based on what you actually do, not what you wish you did.

Your Law Firm Needs a Strong UVP—Start Building Yours Today

Most law firms blend together in the eyes of potential clients. They say the same things and make the same promises. You need to stand out if you want more leads and better cases. A clear, specific value proposition does exactly that.

Take the time to figure out what makes your firm different. Then, put it into a simple, direct statement. Once you have it, use it everywhere—on your website, in your ads, and in client consultations. The more people see it, the more they’ll remember you when they need legal help.