3 Marketing Ideas for Law Firms That Are Actually Different
Let’s face it, most law firm marketing looks the same. A few testimonials, stock photos of handshakes, the occasional blog post, and a “meet the team” page that rarely gets updated. If you're serious about standing out, you need to try something different. Here are three marketing ideas that most firms aren’t doing, but should be.
1. Build a Signature Content Series (And Stick With It)
Instead of occasional blogs or random updates, create a named content series that runs consistently. This could be a short video series, a fortnightly post on LinkedIn, or a themed email digest. The key is repetition and recognisability.
Examples:
"Legal Myths, Busted" – a weekly LinkedIn post addressing common misconceptions in your area of law
"Two-Minute Tuesday" – a short video answering one legal question
"The Business Owner’s Legal Checklist" – a serialised email course or guide
This positions you as an authority, builds audience expectation, and gives people a reason to follow you over time.
Who is doing this:
Title Research, Nellie Supports etc…
2. Turn Your FAQs Into Searchable Micro-Content
Every law firm gets asked the same questions over and over. Instead of burying them in a PDF or a static FAQ page, break them down into short, engaging pieces of content. Think bite-sized videos, reels, or carousel posts on LinkedIn, Tiktok and Instagram.
Why it works:
It's useful, easy to digest and highly shareable
It shows you understand your clients’ concerns
It improves SEO if published on your website with proper structure
You don’t need to give away legal advice, just enough insight to build trust and show that you know what you’re talking about.
3. Launch a Niche Referral Network
Most firms rely on passive referrals, but there’s an opportunity to go one step further by creating a proactive referral ecosystem. Build a small network of complementary professionals such as accountants, IFAs, HR consultants, or business brokers. Host quarterly events, share each other’s content, or even co-author articles.
Even better, give it a name and brand it as a community. You become the connector, not just another service provider.
Added benefit: You position your firm at the centre of a trusted network, which adds value for your clients and strengthens your relationships with partners.
Something to Think About
Marketing doesn’t have to be loud or gimmicky, but it does need to be different if you want to stand out. The firms that create real momentum are the ones willing to go beyond the basics and try something with personality, structure and consistency.
If you'd like help building something more distinctive for your firm, I'm here to help.
