November 12, 2018 practice point

Here’s Your Smart Legal Marketing Template

By Wendy Witt

Litigators tend to understand the need to invest in legal marketing more than some other attorneys, but commonly, confusion remains. The purpose of legal marketing is to get the right people at the right time in front of the person who does your intake, whether that is you or a team member.

Legal marketing accomplishes that by getting the attention of your target audience (your ideal client) and getting them to raise their hand. As soon as that person raises their hand indicating that they are interested in what you have to say or wants to talk to you, that’s a lead.

  • Smart legal marketing interrupts, stopping your ideal client in their tracks by sharing a problem, pain, or opportunity that your target audience relates to.
  • Smart legal marketing then engages by showing there’s a solution to that pain or a way to achieve desired results.
  • Smart legal marketing then educates, sharing the benefits of solving that problem or pain or grasping that opportunity.
  • Then, smart legal marketing makes an offer in the form of a call-to-action, instructing your target audience what to do next such as download a free checklist or set up an appointment for a consultation.

When you follow this smart legal marketing template, the potential new client sitting across the table from you will be ready to hand you a check before you even get started and your law firm’s conversion rate will skyrocket.

Even just a bump in your conversion rate means higher revenue and the ability to help more people while also being highly efficient. No more wasted time with tire kickers. It also means that you get to work with the clients you love working with as you’ve attracted your ideal clients through your smart legal marketing. What’s that worth to you?

Wendy Witt serves as a law firm business strategist and attorney success coach through her company Million Dollar Attorney, based in Pittsburgh, Pennsylvania.


Copyright © 2018, American Bar Association. All rights reserved. This information or any portion thereof may not be copied or disseminated in any form or by any means or downloaded or stored in an electronic database or retrieval system without the express written consent of the American Bar Association. The views expressed in this article are those of the author(s) and do not necessarily reflect the positions or policies of the American Bar Association, the Section of Litigation, this committee, or the employer(s) of the author(s).