Marketing a law firm doesn’t follow the same rules as marketing a regular business.
As attorneys, we’re held to ethical standards that prohibit direct solicitation. That means we can’t chase clients with flashy sales tactics or cold outreach.
But that doesn’t mean we can’t build a powerful online presence. In fact, some of the most successful solo attorneys today have learned how to market themselves effectively within the rules by building trust, authority, and community online.
In this post, we’ll walk you through a practical, ethical framework for growing your firm through online marketing. We’ll cover both paid and organic strategies, how to use content and video to build your brand, and why the real goal of any marketing effort is to own your traffic so your business becomes consistent and referable.
This is part of our larger Legal Tech Guide for Solo Attorneys in 2025.
First, Let’s Reframe the Goal of Marketing for Attorneys
The ultimate aim of marketing isn’t just to get clicks or fill out forms. It’s to earn attention, build relationships, and turn those relationships into referrals—all without crossing any ethical lines.
There are only three ways to get people to your firm:
- Earn their attention (organic content, referrals, thought leadership)
- Pay for their attention (ads, sponsorships, agency help)
- Own our audience (an email list, LinkedIn connections, or past client roster)
That’s the playbook.
If we can earn or pay for traffic, we can eventually own our traffic.
Our goal is building an audience of former clients, local colleagues, influencers, and potential referrers who know your name and trust your expertise. Once we've done that, marketing stops being a gamble and starts being a system.
Paid Traffic: Using Agencies to Accelerate SEO and Advertising
You’ve probably been pitched by a dozen SEO or PPC agencies. Here’s what you need to know:
SEO is an earned traffic strategy but you can speed it up with investment.
Search engine optimization helps you appear when clients Google terms like “employment lawyer near me” or “how to fight wrongful termination.” But content takes time to rank, and Google favors authoritative sites.
How you can pay to accelerate SEO:
- Hire an SEO agency to write and publish optimized blog content
- Build high-quality backlinks from relevant legal sites
- Improve your website speed and user experience
The right SEO partner can help you earn trust with Google, faster. We have the ability to DIY our SEO, but with some investment we can start to see faster return on investment with this channel.
Paid advertising gets you leads, but it needs tight targeting.
Whether it’s Google Ads or Facebook Ads, a well-run paid campaign can fill your calendar with discovery calls. But for lawyers, it’s easy to waste money if you don’t have the right landing pages or intake system.
Best practices for paid traffic:
- Target your geographic area and practice niche
- Use conversion-focused landing pages (not your homepage)
- Set up call tracking and intake forms that sync with your CRM
If you're not ready to manage this yourself, work with an agency that understands legal marketing compliance and ethical ad copy.
Earned Traffic: Building an Organic Audience Through Content
Organic marketing is how you start building your brand and authority online. It’s slower than ads, but longer-lasting and more aligned with how trust is built in legal services.
Short-form + Long-form Video Content
Video is the most powerful medium today, and it’s tailor-made for attorneys who can explain complex ideas clearly.
Short-form video (TikTok, Instagram Reels, YouTube Shorts):
- Show your personality with light, helpful content
- Share “common questions” and quick legal tips
- React to current events or news through a legal lens
This content doesn’t have to be serious. Some of the most viral lawyers on TikTok are funny, casual, and totally approachable and they still convert.
Our favorite strategy here is to spend some time scrolling on the various feeds. Identify a few key successful formats, and bring those into your daily posting schedule. Try experiments a few days in the week, and work them into your schedule of past successful experiments.
Long-form video (YouTube, podcasting):
- Create in-depth educational content around your niche
- Explain legal processes in plain English
- Talk about real-life stories or anonymized case studies
This helps you position yourself as the “go-to” authority for your area of law.
Influencer Marketing Done The Ethical Way
You can collaborate with influencers and creators in your space, you just need to do it right.
One of the most effective formats? Treat your video content like a talk show.
- Invite other attorneys, journalists, or creators as guests
- Build content around conversations, not pitches
- Cross-promote your episode with their audience
This boosts your exposure and authority through association. Even if you’re just getting started, most guests will be flattered to join especially if your content is sharp and professional.
Pro Tip: You don’t need millions of views. A few hundred views from the right people (local attorneys, referral sources, or potential clients) is more valuable than going viral for the wrong reason.
The End Goal: Build Your Network, Own Your Audience
Every social post, blog article, ad, and video you create should point toward one long-term goal: building a network of people who know, like, and trust you.
That means:
- Growing an email list of clients, colleagues, and referral sources
- Connecting with peers on LinkedIn
- Creating a systematic follow-up strategy for everyone you meet
Because once you own your audience, you don’t need to chase leads anymore.
You’ll be able to:
- Stay top-of-mind with valuable updates or newsletters
- Tap into your network for warm referrals
- Launch referral campaigns that actually work
You’ve built a roster of known associates to make your business far more stable, predictable, and profitable.
Final Thoughts: Marketing Without Soliciting
Yes, attorneys face stricter marketing rules than most businesses. But you also have a massive advantage: you sell trust, not a transaction.
Your authority and clarity are your greatest assets. Use them in your marketing.
Whether you’re investing in ads, producing video content, or slowly building up your audience, remember: the real win isn’t just clicks or calls, we're building a powerful network of people who remember your name when someone needs a great lawyer.
And when that happens, marketing stops being a “feast or famine” rollercoaster, and becomes your most reliable source of referrals.