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Standing out in a competitive legal market isn't just about technical excellence – it's about being seen, trusted and chosen. But that’s easier said than done. In the 2025 Bellwether report, 69% of survey respondents stated that attracting new business was a significant challenge, on a par with meeting compliance regulations.

With more clients researching and selecting legal services online, firms must now think and act like businesses when it comes to building their brand, marketing effectively and developing a consistent pipeline of new work.

Whether you’re a sole practitioner juggling day-to-day operations or a practice manager looking for smart, sustainable marketing strategies, this article offers practical steps to help you grow your firm with confidence.

Access more industry insights for independent law in the 2025 Bellwether report 

Clarify and communicate your brand

Branding isn't just for big firms with flashy logos. It’s what people say about your firm when you’re not in the room. That makes it one of your most powerful assets. Something worth investing in.

If you’ve not spent much time defining your brand, start by asking: 

• What does your firm stand for? 
• What problems do you solve especially well? 
• What kind of experience do clients have when they work with you? 

Your brand should reflect your firm’s values, areas of expertise and the people behind the business.

Don't overlook the power of personal branding either. Clients buy from people, not businesses, so make sure your team has the confidence and tools to build their profiles. That might include sharing blog posts, speaking at events or engaging with contacts on LinkedIn. A solicitor’s individual reputation can significantly boost your firm’s visibility and credibility, and a strong personal brand is also something that supports career development.

Want to learn more about using social media to promote your brand? Learn more in this practice note. 

Get creative with cost-effective marketing

You don’t need a big budget to make an impact. Small firms can market effectively with a few smart, low-cost tactics.

Start with the essentials: a clear, mobile-friendly website and an up-to-date Google Business Profile to help local clients find you. Then, focus on practical, repeatable actions – such as sharing useful content, posting on social media, and attending local business events.

But don’t stop there. Creative, targeted efforts like short videos that break down complex legal topics can help your firm stand out. Use innovative but simple tactics to attract new clients. Sometimes it’s the little touches that can leave a big impression.

Referrals are another powerful (and free) source of work. Encourage satisfied clients to recommend your services and build connections with other professionals, such as accountants or mortgage brokers, who might send work your way.

Small firms can make a big impact with the right approach. The key is consistency: focus on a few simple, repeatable activities that build awareness and trust over time.

Develop your own business development strategy

Think beyond traditional SEO as search habits evolve

Search engine optimisation (SEO) has long been a core part of online marketing for law firms. By creating content that includes keywords your prospective clients are likely to search for – such as “family solicitor near me” or “how does lasting power of attorney work” – you help your website appear in search engine results and attract more traffic to your website.

But things are changing. With the rise of generative AI tools, people are beginning to ask legal questions in new ways – and they’re getting answers without always visiting a law firm’s website. These tools summarise information, often pulling content from trusted sources and well-structured websites.

So, what does that mean for independent law firms? SEO alone is no longer enough. You need to combine traditional SEO techniques with a broader content and authority-building strategy. Producing valuable, informative content is still one of the most effective ways to grow your online visibility. But staying ahead also means understanding that people may not always land on your homepage. They may instead get a quick answer from an AI or skip straight to contacting the best-reviewed firm in the area.

Consider using tools like Google Analytics to track your website traffic and see which pages are bringing visitors in. Focus your efforts on improving or expanding those pages – and make sure your call to action, such as "Call us today for a free consultation", is clear and visible.

Embrace technology to scale your efforts

Technology is a huge enabler for small and independent firms looking to grow. Tools like legal CRMs, e-signature platforms and document automation not only improve client experience but also free up valuable time for marketing and business development.

Small firms are increasingly using technology to punch above their weight. Whether it’s automating admin tasks or enabling virtual consultations, these tools can make your firm more efficient, responsive and scalable.

But tech isn’t just about back-office functions. Email marketing platforms, client intake forms, social media scheduling platforms, and even free analytics software can all help you better understand and engage your audience.

Find out how Lexis+ AI™ streamlines legal research and drafting

Start turning ideas into action

Building your firm’s brand and winning new business doesn't require a flashy campaign or a marketing degree. What it does take is consistency, clarity and a willingness to put your firm out there. By focusing on what makes your firm unique, using tools that help you reach more people, and embracing cost-effective strategies, you can build a more resilient and recognisable business.

Start small: update your website, publish a helpful blog post, or reconnect with past clients. Every small action builds towards a more visible, trusted and profitable firm. And remember marketing isn’t something you do when business is slow – it’s something you do to ensure it never is.