If you’ve ever hesitated to send a follow-up email, post on social media, or check in with a contact, it’s probably because you don’t want to be “that person.” The one who clogs inboxes or posts too much. But most of the time, the bigger problem isn’t that you’re annoying people, it’s that they don’t remember you at all.

Clients, referral partners, and leads have a lot going on. Staying in touch is less about persistence and more about relevance. If what you’re sharing is useful, thoughtful, or genuinely helpful, most people won’t mind hearing from you. In fact, they’ll appreciate it.

Add Value Before You Ask for Anything

The fastest way to annoy someone is to only show up when you want something. Instead, show up with value. Share an article that might help them, a quick update about changes in your area of law, or a simple “thought of you when I saw this.”

You don’t need to overthink it. Even a short email that says, “This might be useful to you,” shows that you’re paying attention, and that makes people more receptive when you do have an ask.

Match the Frequency to the Relationship

Not every contact needs a monthly email. Some people appreciate regular updates, while others only want to hear from you a few times a year. Pay attention to how people engage with your content and adjust your frequency accordingly.

For clients or leads, a short monthly newsletter is a good baseline. For referral partners, a quarterly check-in often works well. For closer connections, it’s worth sending the occasional personalized email or text.

Keep It Short and Simple

Most people won’t read a long email unless they’re expecting it. If you’re reaching out, keep your message short, clear, and easy to respond to. One topic, one ask, or one link is enough.

This applies to social media too. A quick, thoughtful post will get more attention than a rambling essay. You’re not writing a brief, you’re just staying visible.

Show You Remember Them

Personalization goes a long way. If you’re following up with a lead, mention the last thing you talked about. If you’re checking in with a past client, reference their case or outcome.

Even small details make a difference. It shows that you’re not just sending a generic email, you’re reaching out to them.

Be Consistent, Not Random

Staying in touch works best when it’s a habit, not a scramble. If you only reach out when work is slow, people will notice. But if you’re consistently visible through a monthly email, regular social posts, or occasional check-ins, you stay top of mind without having to push.

Consistency builds familiarity. And familiarity builds trust.

People Want to Hear From You As Long As You’re Helpful

You’re not annoying when you’re showing up with value, staying brief, and being thoughtful. The real risk isn’t in following up, it’s in being forgotten.

If you’re tired of feeling invisible to your leads, clients, or contacts, start with a simple system: stay in touch regularly, keep it useful, and make it easy for them to reply. That’s how you stay relevant without being a bother.

Most law firm owners want more leads. More calls, more form fills, more people reaching out. That makes sense. But leads by themselves don’t do anything. If you don’t have a system to follow up, stay in touch, and build trust, most of those leads will go nowhere.

This is where the difference between lead generation and lead nurturing matters. A lot of firms focus hard on the first part and completely ignore the second. That’s why they struggle to convert leads into actual clients. If you want marketing that actually works, you need both.

What Is Lead Generation?

Lead generation is what brings people in the door. It’s the ads you run, the networking you do, or the social media posts that get shared. It’s everything you do to make someone aware of your firm and get them to reach out.

When someone downloads a guide, fills out a form, or calls your office, that’s a lead generated. Without lead generation, your pipeline dries up. But generating leads is just step one.

What Is Lead Nurturing?

Lead nurturing is everything that happens after that first contact. It’s the emails you send to follow up, the check-in calls, the e-newsletters that keep you top of mind. It’s the process of staying connected until the lead is ready to hire.

Most people don’t make a hiring decision the minute they contact a lawyer. They’re comparing, researching, or waiting until their situation changes. If you’re not following up, you’re leaving that lead for someone else to close.

You Need Both to Grow

You can’t nurture leads you don’t have. But generating leads without a nurturing system is just wasted effort.

A good marketing strategy balances both: consistent lead generation to fill the pipeline, and effective lead nurturing to keep the conversation going. This is where simple systems like automated email sequences or regular check-in calls can make a huge difference.

Most Firms Are Better at One Than the Other

Some firms are great at lead generation. They’ve got the ads and the visibility. But their follow-up is weak, so leads disappear.

Other firms are great at nurturing but don’t have enough leads coming in to begin with.

The firms that grow steadily? They do both. And they treat both as essential parts of the process, not random tactics.

A Simple Fix

If you’re already getting leads but not closing them, set up a basic nurturing system: 3-5 follow-up emails, a reminder to call leads who go cold, and a monthly newsletter.

If you don’t have enough leads coming in, ramp up your generation efforts—ads, content, referrals—while you build your nurturing process in the background.

Leads Aren’t Enough. Follow-Up is What Gets You Hired

The firms that win are the ones that stay in touch. If you’re tired of seeing leads go nowhere, it’s probably not a traffic problem. It’s a nurturing problem.

Want to get better at turning leads into clients? Start by building the habit of consistent follow-up. That’s what keeps your pipeline moving even when things get busy.

Time is always tight in a law firm. Between court deadlines, client meetings, and everything in between, the idea of “marketing” often falls to the bottom of the list right next to “clean out inbox” and “organize desk drawer.” But here’s the thing: not all marketing tasks require a full afternoon or a huge strategy session. Some of the most effective steps you can take to keep your firm visible and top of mind take less time than your coffee break.

Below are several five-minute tasks you can work into your week—no calendar blocking, no whiteboard planning, no stress.

1. Respond to a Google Review (or Ask for One)

Reviews are a credibility booster, and they impact both SEO and client trust. If someone left a review, take a moment to respond to it. It shows you’re engaged and paying attention. If no new reviews have come in, text or email a recent happy client with a direct link to your Google review page and ask for one. Just one sentence is all it takes.

2. Update Your Email Signature

Most lawyers set their email signature and never look at it again. But that little block of text is seen by hundreds of people. Add a simple link to a recent blog post, your scheduling link, or a free resource. You can change it every month to highlight something different.

3. Engage with Someone on LinkedIn

Scroll your LinkedIn feed for a minute and leave a thoughtful comment on a post written by a referral source, local business, or past client. Not “Great post!” but something that adds a sentence or two of value. This keeps you visible without having to create your own content every time.

4. Reshare an Old Blog or Video

If you’ve already written content or recorded a video, put it back to work. Copy the link, write a quick intro sentence, and post it on your social media account or in a relevant Facebook group. Most people won’t remember the first time you shared it.

5. Send a Quick Check-In Email

Scroll through your inbox or CRM and pick one contact you haven’t heard from in a while—a referral partner, vendor, or past client. Send them a short email: “Hey, I was thinking about you the other day. Hope all is well—let me know if you need anything!” That’s it. It keeps the relationship warm.

6. Add a FAQ to Your Website

Take one common question clients ask and add it to your site, either as part of a blog, a practice area page, or a standalone FAQ page. These nuggets help prospective clients and help build your authority and credibility. You don’t need to write an essay, just answer the question clearly.

7. Record a 1-Minute Tip

Open your phone, hit record, and share one tip related to your practice area. Think of it as something you’d say during a consult. You can upload it to your firm’s YouTube channel, share it on Instagram, or just keep it in a folder to use later. Done is better than perfect.

8. Clean Up One Online Listing

Pick one place where your firm is listed—Google Business Profile, Yelp, Avvo, FindLaw, etc.—and take five minutes to make sure the contact info, hours, and website link are accurate. Small fixes can prevent lost leads later.

9. Write Down a Client Testimonial

If a client said something nice on the phone or over email recently, jot it down while it’s fresh. Even if you need to get permission later, capturing the language they used can help shape more natural, relatable testimonials for your website or proposals.

10. Reply to a Comment or Message

If someone commented on a blog, a Facebook post, or replied to your email newsletter, take a moment to respond, even if it’s just “Thanks for reading!” That kind of engagement goes a long way in building trust and boosting your visibility.

Too many lawyers avoid marketing because it feels like one more project they don’t have time for. But the key to consistency isn’t big moves—it’s small ones. Five minutes here and there might not seem like much, but it adds up over time. Especially if you’re doing something small every day or two.

Marketing Doesn’t Have to Be a Production

You don’t need to be everywhere. You just need to show up often enough that the right people remember you when it matters.

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.