Law Firm Marketing Materials: Keys To Attracting And Engaging More Clients

Written by Matthew Ludden / January 8, 2024 / 14 Minute Read
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Crafting the right marketing materials is essential for any law firm. From traditional business cards to compelling website content, these tools showcase your expertise, build trust, and convert interest into paying clients. Explore the benefits of both print and digital materials, and discover how to create a powerful marketing mix that aligns with your firm’s unique strengths.

Law Firms

Why Are Marketing Materials Key To Your Law Firm Brand?

Crafting the right mix of marketing materials is a key strategic element of law firm marketing.

With more than 1.3 million lawyers in the U.S., separating your firm from others is a challenge. Attracting new clients and engaging existing ones fuels law firm growth – this starts with the right materials and marketing channels.

Valve+Meter Performance Marketing collaborates with lawyers and firms of all sizes to create performance-focused marketing strategies.

In the legal industry, every piece of material represents an opportunity to communicate your firm’s values, expertise, and professionalism. While a business card or law firm website cannot sign a case, the wrong materials can lose potential clients.

In this article, we’ll explore some key components of effective law firm marketing materials, from design and content to digital and print strategies.

Whether you’re a small law firm, family law practice, or an well-established estate planning firm, these insights will help you create materials that not only reflect your firm’s identity but also attract the clients you want to serve.

Understanding Law Firm Marketing Materials

Within every law firm marketing plan, you need marketing materials to communicate brand expertise, authoritativeness, and trustworthiness to potential clients.

These materials range from traditional print items to digital content, each serving a specific purpose in your overall marketing strategy.

We’ll explore individual benefits of each material within the following categories:

Crowded Market 1.3M
There are more than 1.3 million lawyers in the United States

Traditional Marketing Materials

  • Business Cards: From networking with clients to establishing professional connections, a tangible calling card keeps your firm connected.
  • Brochures: Providing detailed information about your firm’s services, expertise, and achievements, brochures build credibility before and after consultations.
  • Print Ads: Used in newspapers, magazines, billboards, and out-of-home (OOH) signage to reach a broader audience and create brand awareness.
  • Direct Mail: Gifts, personalized letters, and other mail connect with potential and existing clients where they live.
  • Legal Portraits and Photos: Professional images that represent the firm’s brand and professionalism are essential in various marketing materials.
  • Promotional Items: Pens, notepads, or other branded items help keep the firm’s name in front of potential clients and stay top of mind with existing clients.

Digital Marketing Materials

  • Websites: Serve as the digital face of your law firm, showcasing your practice areas, attorneys, and converting visitors into leads.
  • SEO (Search Engine Optimization): A law firm SEO strategy improves online visibility and website ranking in organic search engine results.
  • Paid Ads: Online advertising through platforms like Google Ads and social media target specific audiences and drive traffic to your law firm website.
  • Social Media Profiles: LinkedIn, Facebook, Instagram, and TikTok enable law firms to engage with their audience and help in building a community.
  • Email Newsletters: Stay connected with past and potential clients by providing regular updates on legal developments and firm news.

Content Marketing

  • Landing Pages: Well-designed landing pages for paid ads build trust and credibility with visitors, increasing conversion rates.
  • Blogs: Client-focused articles provide valuable information to readers, helping to establish your firm as an authority.
  • Videos: Visual content that can be used to explain complex legal concepts, share testimonials, or introduce the firm’s team.
  • E-Books: In-depth guides or reports that can be offered as free downloads to capture leads and demonstrate expertise.

Each of these materials plays a role in the overall marketing strategy of a law firm, helping to create a cohesive and professional image.

Performance-focused legal marketing builds measurable marketing channels. Before investing in marketing materials, lawyers should ask, “What is the purpose and how can we measure the results?”

Lawyer Near Me 33.1K
The term "lawyer near me" is searched more than 33,000 times each month.

The Purpose of Marketing Materials

The primary purpose of law firm marketing materials is to effectively communicate the firm’s value proposition and build brand recognition.

Effective materials should:

  • Attract Attention: Professional design and compelling content draw in prospective clients.
  • Build Credibility: Materials build credibility with prospective clients. Thirty-five percent of people hire a lawyer because they feel they can trust them.
  • Educate Clients: Legal issues can be confusing and emotional for many people. Marketing materials inform potential clients about the legal services offered and how your firm can address their needs.
  • Encourage Action: Materials should be designed with intent. Clear calls to action guide prospective clients toward the next steps, whether it’s scheduling a consultation or visiting your website.
  • Brand Growth: Marketing materials build your presence with your target audience. For growing firms and established attorneys, a strong brand name can earn new clients, repeat business, and referral cases.

By aligning marketing materials with the firm’s goals and target audience, law firms can create a powerful toolset for attracting new clients and growing their practice.

Defining the exact purpose of a campaign helps inform the more effective marketing materials and the design and execution.

Creating Effective Law Firm Marketing Materials

While the purpose of materials may vary, the creative and design process is consistent for all legal marketing.

Consistency in Branding

Maintaining a consistent brand image across all marketing materials is crucial for law firms.

Designers partner with law firms to ensure your firm’s logo, color scheme, typography, and messaging are uniform across business cards, brochures, websites, and social media profiles.

Consistency reinforces your firm’s professional image and makes it easier for clients to remember and identify your brand.

Clear and Compelling Content

Traditional law firm marketing often relies on slogans and catchphrases. These can be memorable, but in an age where 96% of people seeking legal advice using a search engine, content must go beyond a first impression.

Clear and compelling content for marketing campaigns should:

  • Understand Your Audience: Center your target clients at the center of text, images, and other content.
  • Highlight Your Unique Selling Points: Clearly communicate your core values and demonstrate expertise, authority, and credibility.
  • Keep It Concise: Focus on the key points that stand out to your paying clients. Avoid overwhelming your audience with dense legal language and jargon.

For online marketing materials, content must also appeal to search engines. Expert SEO can earn higher rankings in organic search results. Highly relevant content can help your paid ads and landing pages convert more paying clients.

Professional Design

The role of professional design in marketing materials cannot be overstated. A well-designed brochure, website, or business card can significantly impact a potential client’s first impression of your firm.

Working with professional designers helps lawyers build visual storytelling and branding.

From color palette and layouts to font choice and images, investing in professional design services ensures your materials are visually appealing, easy to read, and effectively communicate your brand’s message.

By focusing on consistency in branding, clear and compelling content, and professional design, law firms create the groundwork for an omni-channel marketing campaign.

Credibility 35%
Thirty-five percent of people hire a lawyer because they feel they can trust them.

Essential Marketing Materials for Law Firms

To build the most effective marketing campaign, lawyers should use materials that align with individual tactics and the overall strategy.

Traditional Marketing Materials

Traditional marketing materials are tangible items that promote your legal practice.

While many law firm marketing plans focus on digital, personalization remains an important part of a law firm’s marketing strategy.

Business Cards

Business cards date back to the 15th century, demonstrating their timeless importance for delivering essential contact information to clients.

  • Benefits: Business cards offer a quick method for delivering contact information. For people in duress, these simple pieces of cardstock serve as a lifeline.
  • Role in Marketing Strategy: Business cards help bridge the gap between introduction, initial conversations, and signed cases.


Brochures, one-pagers, and other physical materials provide an overview of the law firm’s services, expertise, and accomplishments.

  • Benefits: Brochures allow for more detailed information than a business card, giving potential clients a comprehensive understanding of what your firm offers.
  • Role in Marketing Strategy: While the world continues to become more digitized, tangible materials may be effective for client meetings, trade shows, and waiting areas.

Print Ads

This includes advertisements placed in traditional print media, such as newspapers, magazines, billboards, and out-of-home ads.

  • Benefits: Print ads can reach a wide audience, including those who may not be actively searching for legal services online.
  • Role in Marketing Strategy: When properly researched, print ads can reach your target market and increase brand awareness. Many lawyers serve specific demographics and geographic areas, making print ads a valuable component of a broader advertising campaign.

Direct Mail

Direct mail refers to physical marketing materials including letters, postcards, and gifts sent directly to potential clients’ homes or offices.

  • Benefits: Direct mail can be personalized, making it more likely to grab the recipient’s attention. It also provides a tangible connection to the law firm.
  • Role in Marketing Strategy: As part of a targeted approach, direct mail can be used for specific campaigns. Outbound lead generation and account-based marketing utilizes direct mail to reach key individuals who may need your legal services.

Legal Portraits and Photos

Used in print and digital materials, professional photographs of attorneys and staff, and images that represent the firm’s brand and values.

  • Benefits: High-quality photos convey professionalism and credibility. Images help personalize attorneys and connect potential clients with your brand.
  • Role in Marketing Strategy: Branded images can be used across various marketing materials, from websites and brochures to email signatures and social media platforms, to create a consistent and polished brand image.

Promotional Items

Branded merchandise may range from pens and notepads to wearables and bags. These promotional items are given away to clients or at events.

  • Benefits: For business development and branding, promotional items keep potential clients connected to your brand.
  • Role in Marketing Strategy: These items can enhance brand recognition and loyalty, and especially effective in building relationships during events or as part of a welcome package for new clients.
Digital Marketing 94%
94% of law firms in the U.S. have a website.

Digital Marketing Materials

Performance marketing initiatives rely extensively on digital marketing materials.

There is a clear advantage for any marketing material that can be measured, tested, and optimized to drive new business and reduce waste in your marketing budget.

Most law firms already understand the tools and benefits of digital marketing. But let’s explore how to measure, analyze, and improve the return on marketing.


Law firm website design demands more than an overview of services, attorney profiles, and contact information.

To achieve revenue growth and eliminate wasted dollars within your marketing budget, you need to attract, convert, and track new clients.

Performance website design is the primary marketing channel to bridge the gap between your marketing plan and long-term business goals.

  • Benefits: An effective law firm website delivers a seamless user experience. Packed with highly relevant content and responsive to both mobile and desktop users, your website converts visitors to contact your lawyers.
  • Role in Marketing Strategy: Your website serves as the face of your law practice online. Above all other marketing materials, your website provides an anchor for all other digital marketing efforts.

SEO (Search Engine Optimization)

There are two primary marketing channels in online marketing campaigns: organic and paid.

Search engine optimization encompasses all marketing activities that attract organic website visitors.

  • Benefits: While not an individual marketing material, SEO helps lawyers increase rankings in search engines and improve online visibility.
  • Role in Marketing Strategy: SEO integrates content marketing with technical specialization. For attracting new business, SEO should be a part of your long-term strategy. When potential clients and past clients search online, SEO helps you stand out across Google and online directories for legal services.

Paid Ads

Digital advertising campaigns PPC for Google Ads and social media, Google Local Services Ads, and display ads target high-intent marketing leads.

  • Benefits: Paid ads can quickly increase visibility and drive targeted traffic to your law firm’s website and specific landing pages. Paid digital advertising can reach a target client searching for your specific practice area. Unlike print advertising, the success of digital ads can be tracked and optimized to improve efficiency.
  • Role in Marketing Strategy: Professionally designed digital advertising allows law firms to reach specific demographics within geographic areas. Paid marketing campaigns are a core element for achieving sustainable marketing goals.

Social Media Profiles

Establishing an online presence for an attorney and a law firm should include claiming social media accounts.

  • Benefits: LinkedIn can build professional networks and connect B2B law firms to target audiences. Facebook and Instagram connect lawyers with their community, establish thought leadership, and share valuable content.
  • Role in Marketing Strategy: Different social media platforms can be used to achieve your marketing goals. Your practice area, market, and target audience should be considered when planning how to utilize social media marketing.

Email Newsletters

Regular emails sent to subscribers, containing updates about the firm, legal developments, and other relevant information.

Email is also used as a lead nurturing tool to help clients learn about your firm and prospect for referral opportunities.

  • Benefits: Email newsletters keep the firm top of mind for past and potential clients, providing a direct line of communication and nurturing leads.
  • Role in Marketing Strategy: Email marketing campaigns are one of the most affordable and effective ways to deliver value to your established audience. Email maintains engagement with clients, shares valuable content, and drives traffic to your firm’s website, blog, social media, and other landing pages.

Content Marketing

Content marketing distributes valuable, relevant, consistent client-focused content. Content includes text, images, video, infographics, and other elements that attract and retain a clearly defined audience.

For law firms, content marketing is a powerful tool to demonstrate expertise, build trust, and engage with potential clients.

Let’s take a closer looks at some content marketing materials:

Landing Pages

With a paid marketing plan, landing pages are highly designed and optimized for conversions. These pages target a specific practice area or legal services and prompt a specific action from the visitor, such as filling out a contact form or signing up for a webinar.

  • Benefits: Landing pages are highly targeted and can effectively convert visitors into leads by providing them with high-quality content, expert design, and a clear call to action.
  • Role in Marketing Strategy: Landing pages connect specific paid search ads or social media campaigns to your website. Imagine a digital form of print advertising. These pages serve as the endpoint where potential clients can take the next step in engaging directly with your law firm.


A section of the law firm’s website where regularly updated articles and posts are published, covering various legal topics, insights about your community, and news.

  • Benefits: Blogs help establish your law firm as an authority in your field. By providing valuable information to readers, blogs are optimized for search engine visibility.
  • Role in Marketing Strategy: By sharing insights and expertise, blogs can attract potential clients searching for legal information and guide them towards the firm’s services. With a broader SEO marketing plan, blogs can strategically increase the visibility of keywords and help key service pages rank higher in search engine results.


Video is one of the most dynamic forms of communication in online marketing. This multimedia content can range from informational videos explaining legal concepts to client testimonials and introductions to your lawyers.

  • Benefits: Videos can make complex legal information more accessible and engaging, and they have a high potential for sharing on social media and video platforms like YouTube. Video helps to demonstrate experience, expertise, authority, and trustworthiness.
  • Role in Marketing Strategy: Video marketing can enhance the firm’s online presence, provide a personal touch to the firm’s branding, and reach a wider audience through various platforms. In an era where consumers engage with the internet by skimming and scanning web pages, videos can boost engagement and search engine rankings.


Digital books like PDFs, slideshows, and other thought leadership that offer in-depth analysis or guidance on specific legal topics, available for download from the firm’s website.

  • Benefits: E-books can demonstrate the firm’s expertise in a particular area and provide valuable resources to potential clients. Downloadable content can build email contacts and social media followers.
  • Role in Marketing Strategy: Digital books are an effective lead generation tool, as they can be offered in exchange for contact information, allowing the firm to build its email list and nurture leads over time. Off-line these high-quality materials can be used in networking and client interactions.

Digital vs. Print Marketing Materials

Advantages and Disadvantages

When it comes to law firm marketing, both digital and print materials have their own set of advantages and disadvantages.

Digital Marketing Materials can be tracked, measured, and are easy to update as your law firm grows.

In a highly digital world, print marketing materials are tangible and add perceived value when you interact with clients.

To maximize the impact of your law firm’s marketing efforts, consider how research and planning can reduce excessive marketing efforts that do not yield tangible results.

There is an unlimited budget for marketing that works.

You should also strive to reduce marketing that does not deliver results or underperforms. Marketing that drives revenue is sustainable.

Integrating print and digital marketing into your marketing plan with a focus on:

  • Consistent Branding: Ensure that your brand’s visual identity and messaging are consistent across both digital and print materials.
  • Targeted Distribution: Leverage digital marketing channels to reach a broader audience. Use print materials for engaging potential clients, local networking events, and high-intent prospects.
  • Track and Adjust: Monitor the performance of both digital and print campaigns to identify what works best for your target audience and adjust your strategy accordingly.

By effectively combining digital and print marketing materials, law firms can create a comprehensive marketing strategy that leverages the strengths of each medium to attract and engage potential clients.

Measurable Results 15%
Just 15% of marketers measure the success of their content programs by how many leads they generate.

Measuring the Success of Your Marketing Materials

How do you measure marketing material success?

Tracking and Analytics

To gauge the effectiveness of your law firm’s marketing materials, it’s essential to implement tracking. A key benefit of digital marketing, Valve+Meter uses data and analytics to track the performance of marketing materials through:

  • Website Analytics: Use tools like Google Analytics to track visitor behavior on your law firm’s website. Monitor metrics such as page views, bounce rates, and conversion rates to understand how users interact with your digital content.
  • Social Media Insights: Utilize the analytics features on social media platforms to track engagement metrics, such as likes, shares, comments, and click-through rates on your posts and ads.
  • Email Marketing Metrics: Analyze open rates, click-through rates, and conversion rates of your email newsletters to assess their impact on your audience.
  • Print Material Response: For print materials, include trackable elements such as QR codes or unique URLs that direct to landing pages that measure how many leads are generated from specific print campaigns.

Ultimately, if marketing cannot be measured by how much revenue a specific campaign generates, then you should question your overall marketing strategy.

Why Law Firm Marketing Needs Data-Driven Marketing

When you can measure how your target market engages with marketing materials, you can build a better quality and more effective marketing plan.

  • Optimize Content: This includes improving content topics, style, and structure.
  • Adjust Distribution Channels: Data helps identify the best channels and platforms to reach new and past clients.
  • Improve Design: Tracking user experience and engagement informs design choices and helps build digital and print advertising that appeals to your actual target audience.
  • Test and Iterate: When you can measure marketing, you can continuously test different elements of your marketing materials, such as headlines, images, and calls to action, to determine what yields the best results.


Law firm marketing materials have advanced far beyond the business card.

At Valve+Meter, we help law firms to engage prospects and build stronger brand identities.

By investing time and resources into creating effective, well-designed materials and continuously measuring their impact, our data-driven marketing reduces wasted advertising efforts and helps you build better results.

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Frequently Asked Questions (FAQs)

Marketing for a law firm involves a combination of marketing materials and tactics that form a complete strategy. 

The core elements of contemporary law firm marketing include creating a strong online presence with a professional website, powered by paid digital advertising, print ads, and utilizing search engine optimization (SEO) to improve visibility. 

Additional marketing efforts such as engaging in social media marketing, producing valuable content through blogs and newsletters, and leveraging traditional marketing materials like business cards and brochures help attract and nurture your target market.

The best form of advertising for a lawyer depends on the target audience and practice areas. Digital marketing, particularly Google Local Services Ads and SEO for paid ads and content marketing to engage organic search queries are highly effective for reaching potential clients online. 

For more localized practices, traditional advertising methods like local SEO, print ads, direct mail, and community involvement can also be beneficial. As with any industry, a customized marketing approach is recommended for any law firm before spending on marketing.