As a law firm looking to grow and connect with ideal clients, marketing is key. But even the best marketing strategies can fall short if you’re making certain common mistakes. Many firms rely heavily on word-of-mouth, ignore paid ads, or fail to follow up properly on leads. These missteps can lead to missed opportunities, stunted growth, and wasted resources.
In today’s saturated legal market, effective marketing is essential for law firms looking to grow. Yet many firms miss the mark by making avoidable mistakes that undermine their growth potential. In Episode 424 of The Law Entrepreneur podcast, Sam Mollaei, Esq. and Neil Tyra, Esq. outline the top five marketing mistakes law firms make and offer simple, effective solutions to overcome each one.
1. Not Running Ads to Generate Qualified Leads
Relying solely on organic traffic and word-of-mouth is a common approach for many law firms, but it leaves valuable leads untapped. By skipping out on paid ads, you miss the chance to reach targeted clients at scale.
Without ads, your client acquisition is limited, making it difficult to grow sustainably. Unlike organic reach, paid ads on platforms like Google LSAs, Facebook, and TikTok offer a trackable, scalable way to engage qualified prospects.
Treat ads as a long-term investment in your firm’s growth. Start by testing ads across different platforms, refining your ad copy to speak directly to your ideal clients. Paid ads offer measurable returns and can help bring in a steady stream of potential clients. Remember, ads are reliable, testable, and—when optimized—offer significant growth potential.
2. Over-Relying on Marketing Companies
Outsourcing all marketing efforts without understanding the strategy, results, or return on investment (ROI) can put you in the passenger seat of your own growth. It’s tempting to hand over everything to a third party, but relying too heavily on an outside company means missing valuable insights.
If you aren’t actively involved, you’re unable to optimize campaigns or make data-driven adjustments to strategy. Plus, nobody understands your firm and your clients as well as you do, so leaving marketing entirely to someone else may result in missed opportunities.
Take a proactive approach by regularly reviewing your campaign’s performance and staying updated on current marketing strategies. Knowing what works for your firm allows you to steer your strategy and make tweaks that drive better results. Remember, you know your audience best, so embrace the learning curve to leverage this knowledge effectively.
3. Not Qualifying Leads Effectively
Allowing all inquiries to move through the intake process without adequate lead qualification leads to wasted time, energy, and lower conversion rates.
Your firm may spend countless hours on consultations with unqualified leads. Not only does this increase the workload on your intake team, but it also leads to lower conversion rates.
Integrate lead-qualifying questions at the start of your intake process to identify which prospects fit your client profile. Tools like Zoom’s AI meeting summary and ChatGPT can also be helpful; for example, Neil’s process combines Zoom’s AI summaries and ChatGPT’s scoring framework to grade prospects on potential fit, freeing up intake specialists to focus on the most promising leads. This way, you’ll have a smoother, more efficient intake flow with higher conversion potential.
4. Failing to Use Dedicated Virtual Intakers
Without a dedicated virtual intake team or an organized CRM (Client Relationship Management system), valuable leads may fall through the cracks.
Without efficient tracking, leads often face delays or may even go unaddressed, resulting in lost opportunities and a lack of sustainable growth. Intake processes that lack automation and dedicated attention are also harder to manage and make client onboarding inconsistent.
Set up a CRM to automatically track and manage leads. This will help streamline the follow-up process, ensuring that every inquiry receives a prompt response. Consider hiring virtual intake specialists or assistants whose main role is to engage leads and guide them smoothly through your intake system. This consistent, personalized approach will ensure your clients feel supported from the start.
5. Not Speaking in Your Client’s Problem Language
A common pitfall in law firm marketing is focusing too much on legal jargon or the firm’s credentials instead of addressing potential clients’ specific pain points.
Your clients aren’t interested in technical legal terminology—they’re looking for solutions to their unique problems. Content that doesn’t speak to their concerns will fail to build trust, resonate, or inspire action.
Focus your messaging on your clients’ challenges and desired results. We suggest the “80/20” rule: 80% of your content should address clients’ needs, while 20% discusses your firm’s qualifications and accomplishments. For example, if you practice immigration law, rather than emphasizing the process, paint a picture of the client’s future once they receive a green card. Aim for authenticity by including social proof (such as testimonials and case studies) and using plain, relatable language. This approach will create trust and engagement, leading to better conversion rates.
Take Control of Your Marketing
Avoiding these marketing mistakes can have a significant impact on your law firm’s growth. By taking control of your marketing, using dedicated systems for intake, and connecting with clients in their own language, you’ll be well on your way to a more efficient and successful practice.
Implement these strategies, and watch your client relationships, lead quality, and overall growth improve!
Next Steps
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My Legal Academy provides expert guidance and hands-on implementation support to help law firms grow, automate, and scale using these proven strategies. Book a call with an Advisor to see how we can help.
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