Marketing Services for Law Firms
Where Strategy Meets Substance—
and Story Meets Service.
What Marketing Really Means for Law Firms
Marketing is more than a department—it’s a discipline. And for law firms, it’s often the last piece of the puzzle when it should be the first. What does “marketing” mean in a legal setting? It means showing up consistently where your ideal clients are. It means clarifying your value in a way real people—not just other lawyers—understand. It means building visibility, credibility, and trust long before someone is ready to hire you. And it means aligning all communications—internal and external—so that every client touchpoint reinforces who you are, what you do, and why you matter.
At Fisher Marketing Services, we believe marketing is the strategic heartbeat of a modern law firm. When done right, it:
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Shapes perception
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Drives client inquiries
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Positions your firm as a local authority
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Builds long-term referral and retention networks
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Protects and elevates your reputation
It is not just SEO, brochures or social posts—it is the framework for accurate results and successful, long-term growth.
Check out one of our social media posts on the concept of Branding...
Why Marketing is the
Most Overlooked Department
in Law Firms
When a law firm launches, there’s a checklist: licenses, legal talent, office space, billing and case management software… but rarely is a dedicated marketing plan at the top of that list. And that’s a costly oversight.
In reality, marketing isn't just a “nice-to-have.” Or, worse, let’s hire an agency and let them pitch a concept and if it sounds good, let’s do it. Here’s why that is a mistake: It's the engine that drives growth, visibility, trust, and client acquisition. It’s how your community finds you—and more importantly, why they choose you.
Yet, legal marketing isn’t just about promotion. It’s about communication, positioning, and building relationships—often long before someone realizes they need a lawyer. That’s where we come in – and we have been in-house, so we know the work we had to do to clean up aisle five for those law firms and get them back on track to a successful plan.
Here are some of our core pillars in our legal marketing plans:
1. Listing Management & Google Business Optimization
Your Google Business Profile is the digital front door of your firm. If it’s outdated, unclaimed, or inconsistent with other listings—you’re losing trust before the first conversation. We optimize and manage your online listings across key platforms like:
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Google Business Profile
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Apple Maps
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Bing Places
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Law-specific directories (Avvo, Justia, FindLaw, etc.)
This ensures accuracy, consistency, and visibility when potential clients are searching in your area. Local SEO matters—and this is one of the most overlooked parts of it.
2. Marketing Collateral, Brand Awareness & Traditional Efforts
Whether it’s a leave-behind brochure, an attorney bio sheet, or your law firm’s capabilities deck—marketing collateral is your brand in hand. We help to develop and execute items like :
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Print + digital brochures
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One-pagers and intake kits
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Downloadable E-books and whitepapers
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Branded assets for events and sponsorships
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Attorney and firm bios aligned with your core messaging
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Traditional advertising such as billboards, radio, and print ads
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Community outreach and local sponsorship visibility
We also support law firms in submitting for local, regional, and national legal awards that build social proof and reinforce trust.
3. Online Advertising That Connects, Not Just Converts
We don’t just launch ads. We build ad strategies that align with your goals and speak to client pain points, using platforms and working with service providers on:
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Google Search & Display Ads
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Meta (Facebook & Instagram)
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LinkedIn (for B2B practices like business litigation or employment law)
But here’s what sets us apart: our ads are written in real-world language, not legalese. We translate your services into solutions your clients understand, so they recognize their need—before they even know how to describe it. And, they meet the key word demands of each platform's unique demands.
4. Social Media & Email Marketing That Stays on Message
Your online presence should build community and demand generation (thought leadershp, insights and expertise), not just fill space. We help create a social media and email marketing strategy and it's content that’s:
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Consistent in brand voice
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Aligned with legal advertising guidelines
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Built around trust, authority, and relevance
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Scheduled and managed to maintain a steady rhythm
We keep your audience engaged and your message on track—without pulling attorneys off-task.
5. Public Relations (PR) & Recognition Strategies
Public relations efforts amplify your credibility and position your firm as a thought leader. Not to mention, these have a direct impact to your website's SEO and are a social media point of interest. Again, this ties in to your overall strategy that we understand how to deliver. We help you:
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Pitch stories to local media outlets
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Submit firm news and case wins to legal publications
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Promote award nominations and industry accolades
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Craft press releases and secure earned media coverage
Our PR support helps your firm's expertise get the spotlight it deserves, while reinforcing the trustworthiness of your brand.
6. AI Tools, Compliance & Modern Marketing Ethics
Yes, AI is changing the marketing game and I am sure you are aware or may have dabbled in it already. From predictive client behavior to automating content workflows, it offers real advantages—but only if implemented responsibly. We help law firms:
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Integrate AI content generation tools in compliance with bar regulations
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Review AI-generated messaging for accuracy and tone
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Use AI for SEO optimization and trend tracking, never to replace human nuance or ethical review
AI is a tool, not a shortcut. We use it to make work marketing smarter—not sloppier.
7. Consistency is the Secret Weapon
A disjointed marketing message does more harm than no message at all. This is your voice, your reputation, your expertise and how you introduce your law firm to people - whether online or on a billboard. We ensure your:
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Website
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Social media
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Ads
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Directory listings
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Brochures
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Email newsletters
…all speak with one voice, one vision, and one goal: to connect your legal expertise with the people who need it most. Because we know that people will need 7 hours of engagement, across 11 touchpoints, in 4 separate locations. Your message needs consistency and we ensure it happens.
The Fisher Marketing Approach: Marketing That Understands the Law—and the Human
Too often, law firms fall into one of two traps:
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DIY marketing that never gains traction
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Legal speak that forgets the audience
We strike the balance:
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We listen to how you talk and translate it into how your ideal clients think, feel, and search.
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We take your legal brilliance and wrap it in relatable, trustworthy, clear messaging.
You focus on winning cases.
We focus on building the bridge that brings clients to your door.