Lawyers, You Don’t Need a Marketing Degree—You Need a Plan
Lawyers often hear that they need to “market their practice,” but that phrase alone can feel overwhelming. Between full caseloads and tight deadlines, who has time for marketing too? You do! But most importantly, you must have a plan.
As Lauren Ellerman, Partner of Frith & Ellerman Law Firm puts it:
“You don’t have to get a degree in marketing or hire a marketing firm to attract the clients you want. You just have to be thoughtful about who you want to serve, and how best to find those clients.”
Marketing your law firm isn’t about flash or gimmicks. It’s about clarity, strategy, and consistency. This mindset is reshaping how lawyers think about promoting their practices, especially solo and small firm attorneys who may not have built-in marketing support.
Why Every Lawyer Needs a Marketing Plan
Many lawyers assume that referrals and reputation will carry them through their careers. And while those things matter, today’s legal consumers often search online before they ever call your office.
“Have you ever said to yourself – 'I don’t have time to learn how to market my legal practice' or 'I am a lawyer, not a marketing professional so I have no need to learn how to promote my practice?' Either would be wrong,” says Ellerman. “Yes, you can learn how to market your legal practice in just one hour – join us to learn how.”
The truth is that it doesn’t take a six-month certification or a 20-page plan. But it does take intention.
Three Simple Steps to Smarter Law Firm Marketing
1. Define Your Ideal Client
If you try to serve everyone, you’ll resonate with no one. Instead, think about the types of cases you love and the clients you enjoy helping. Build your messaging around their needs, not your credentials.
2. Pick One Channel and Show Up Consistently
Whether it’s LinkedIn, a blog, or a monthly newsletter, consistency builds trust. Focus on one platform where your clients (or referral sources) already spend time.
3. Use Stories to Build Credibility
Potential clients want to know that you understand their situation (and you can get results for their specific situation). Share success stories or common challenges your clients face, without sounding like a commercial.
Resources like the ABA’s Law Practice Division offer additional tips on ethical marketing practices and client communication.
You Don’t Need a Full-Time Marketing Team
When legal marketing feels like a burden, it’s often because the goal is unclear. Take one hour, choose one strategy, and try one new thing. That’s the approach Lauren Ellerman recommends, and it’s one you can start today.
Want to Go Deeper?
In her CLE course, “Easy and Innovative Marketing for Lawyers of all Ages,” Lauren Ellerman shares actionable strategies for building a more visible and trustworthy law practice—without spending thousands on consultants.
Explore the course here and learn how to promote your legal practice ethically, authentically, and effectively.
Interested in even more CLE? Check out a SproutEd Unlimited CLE Membership to fulfill all your Continuing Legal Education needs!
