Marketing a law firm isn’t like marketing just any business. You’ve got trust issues (as in, people need to trust you before they’ll even consider hiring you), competition that’s everywhere, and a lot of stereotypes to overcome. 

But many firms, even with the best intentions, fall into common marketing traps that make them blend into the crowd instead of standing out.

Below are the top five marketing mistakes law firms make—and, more importantly, how to avoid them so you can build a brand that resonates and attracts clients who are ready to take action.

1. Talking Like a Lawyer, Not a Human

Lawyers are trained to be precise, technical, and persuasive, but let’s be real—no one is impressed, nor do they understand what you’re talking about.  Potential clients want to feel seen and understood, not overwhelmed with jargon and long-winded explanations. The first marketing mistake most law firms make is sounding too formal, detached, or complicated.

How to Avoid This Mistake:

• Keep It Conversational: Write like you’re talking to someone in person, not drafting a court document.

• Break Down Legal Concepts: If you have to use legal terms, follow up with simple explanations. Think of it as translating the law into everyday language.

• Show Empathy: Use language that shows you understand your clients’ concerns and emotions. Something as simple as “We’re here to guide you through this difficult time” goes a long way because it acknowledges their stressors and fears. 

Pro Tip: Read your website or marketing copy out loud. If it sounds like a monologue a legal documentary or, worse, a textbook, it’s time to rewrite it. 

2. Ignoring the Power of SEO (or Treating It Like an Afterthought)

For many law firms, SEO is a “we’ll get to that later” task—except later never comes. Or, they throw in a few keywords and expect results. But SEO is a crucial piece of your marketing puzzle if you want clients to find you online. Without SEO, you’re leaving potential clients to stumble upon your competitors instead. Google is a hungry beast and the more content you can put out into the internet, the better.

How to Avoid This Mistake:

• Invest in Keyword Research: Focus on terms your ideal clients are likely to search, like “family lawyer in [City]” or “small business lawyer for startups.”

• Optimize for Local SEO: Most law firms rely on local clients, so make sure your site is optimized for local search with location-based keywords.

• Keep Content Fresh: Regularly post new content, like blog posts answering common client questions, to keep Google interested and push your ranking higher. Or, update sections of your website. 

Pro Tip: Consider hiring a specialist or agency to optimize this for you. It’s an investment that pays off long-term by helping the right clients find you. 

3. Skipping Out on Social Media (Or Using It to Just Brag)

A lot of law firms avoid social media altogether, thinking it’s not “professional” enough, or they only use it to post big case wins and team awards. But guess what? Social media is one of the best tools for building trust and reaching clients where they spend a big chunk of their time. The trick is using it in a way that adds value, not just vanity.

How to Avoid This Mistake:

• Post Client-Centric Content: Think about what would help potential clients understand the legal process or prepare for a consultation.

• Engage, Don’t Just Post: Respond to comments and messages to show you’re approachable and care about your audience.

• Mix It Up: Post a variety of content types, like legal tips, client FAQs, and even a “behind the scenes” look at the firm, to keep your audience interested.

Pro Tip: Pick one or two platforms where your ideal clients are likely to hang out (LinkedIn, Facebook, or even Instagram) and commit to a consistent posting schedule.

4. Neglecting the Importance of a Clear, Compelling Brand Identity

If your firm’s website, logo, or marketing materials look like they were designed by someone’s tech-savvy cousin in 2005, it’s time for an update. A lot of law firms stick to “traditional” looks and generic slogans, but here’s the deal: clients want to connect with brands that feel modern, memorable, and authentic. A weak brand identity makes it hard for clients to trust or remember you.

How to Avoid This Mistake:

• Define Your Core Values and Personality: Think beyond “we’re trustworthy and experienced.” What’s unique about your firm? Do you have a friendly, accessible vibe or a more direct, no-nonsense approach?

• Invest in Quality Design: Hire a professional designer who understands modern branding. Your logo, website, and other materials should be cohesive and reflect your brand’s values.

• Use a Consistent Voice: From your website to your social media, make sure your voice and tone are consistent so clients get the same vibe across all platforms.

Pro Tip: A simple branding refresh can do wonders for positioning your firm as trustworthy, approachable, and modern—qualities clients are looking for.

5. Not Tracking Your Marketing Results (Or Getting Lost in Vanity Metrics)

Ever heard a law firm say, “We have a ton of followers!” but they still aren’t seeing leads? That’s because followers alone don’t pay the bills. On the flipside, having only a few flowers can be highly successful! 

Many firms focus on surface-level metrics like likes or page views without tracking the numbers that actually matter. Without tracking meaningful results, it’s hard to know if your marketing efforts are actually driving new business.

How to Avoid This Mistake:

• Focus on Metrics that Matter: Track leads generated, consultations booked, and new clients acquired from marketing channels. These are the metrics that actually impact your bottom line.

• Set Up Google Analytics: It’s free, and it can give you invaluable insights into how people find your website, where they’re coming from, and what they’re looking at. 

• Ask New Clients How They Found You: When clients sign on, have a quick survey or ask casually how they discovered your firm. It can give you real insight into which marketing efforts are working.

Pro Tip: Regularly review your metrics and use them to tweak your strategies. The goal is to spend time and money on marketing that actually converts.

Wrapping It Up: Marketing Done Right

Marketing a law firm isn’t about keeping up with trends or bragging about your latest case win. It’s about creating a genuine connection with potential clients, showing them why they can trust you, and making sure you’re there when they’re ready to take action. Avoiding these common marketing mistakes doesn’t require a massive overhaul—just a few simple shifts in strategy.

Start small. Pick one or two of these mistakes you see in your own marketing efforts, and focus on fixing those first. You’ll be surprised at how much of a difference it can make. Remember: great marketing doesn’t just bring clients through the door—it keeps them coming back and spreading the word.

Want to know more about how to avoid making the Top 5 Marketing Mistakes Law Firms Make? Schedule a discovery call with Renata Musial and Renata Musial Consulting.