Law Firm Marketing – IFTS, Inc. Blog

13 Marketing Hacks for Law Firms in 2025

We’re a few months into 2025 and it may feel like all your New Year’s goals have been forgotten or put on the back burner… BUT It’s never too late though to try something new and start building fresh client engagement!

Of course, every year it seems there’s a new social media trend or hack to be trying.

It’s overwhelming, but …Lawyers, don’t let this stop you!

I’ve gathered 10 of the most effective, cutting-edge marketing strategies for your firm in 2025!

And the best part? You don’t need a tech expert or a massive budget to make them work.

Hack #1 - Build Credibility With Client Testimonials and Online Reviews

For law firms, trust is everything.

Potential clients want proof that you can handle their legal issues effectively. Sometimes it’s hard to feel out a company when all they have are questionable reviews from 10 years ago lining their website. New clients want to see faces and REAL profiles to feel a connection.

The best way to establish this credibility is through client testimonials and fresh online reviews.

Client Testimonials

Client testimonials are KEY to showing authenticity and credibility. A GREAT way of sharing these is by making videos to post on your social media or embedding them in your website.

Okay… Client testimonials VIDEOS?

These may seem difficult to tackle and many customers are not keen on showing their faces on camera. How else can you go about making these videos?

It’s SO simple. Using Canva, I was able to create 3 different types of FACELESS testimonial videos for you to try! No need for professional footage or flawless backdrops. Clients can send in voice recording or iPhone video–You do the rest!

Want to learn exactly how to make these faceless testimonial videos in under 10 minutes? Click HERE and have the directions sent right to your inbox!

Online Reviews

Have you ever looked at someone else’s online presence and all you saw were old reviews? It doesn’t leave you feeling very good about the company.

That’s why making sure you ask for reviews from trusted customers is so important. Clients want to see that you’re still improving and growing in the moment.

Worried about how to ask for those reviews? Watch our YouTube video all about it.

The two most important platforms for reviews are:

Google Business Profile (Boosts search rankings and attracts organic traffic)
Avvo (Trusted legal directory where potential clients actively search for attorneys)

Google reviews help your SEO, and once you hit 100 reviews, your star rating will appear in Google Ads, increasing click-through rates.

Where should you showcase reviews?

Your website
Social media (LinkedIn, Facebook, Instagram)
Google Business Profile
Email campaigns

If you need help streamlining the process, set up an automated review request system.

Hack #2 - Use Google Business Profile for Maximum Visibility

One of the first things a client does is a general Google search for law firms in their area. A handful will pop up but which one do they click on and TRUST first?

The firm that shoots up to the top of the search page with a Google Maps result.

Appearing in Google Maps results is essential for local law firms. Factors influencing your ranking include:

Proximity to searchers
Review quality and quantity
Profile completeness
Local citations (mentions from other local websites)

To optimize your Google Business Profile, ensure that:

Your name, address, and phone number exactly match your website and legal directories.
Your business categories and services are filled out completely.
You regularly post updates, case results (anonymized), and blog links.
You upload high-quality photos of your office and team.

For a ranking boost, build local backlinks, such as:

A feature on your local bar association’s website
Mentions in local newspapers or legal blogs
Sponsorships of local events or scholarships

Doing these extra steps to ensure you pop up FIRST will set you ahead of the competition.

Hack #3 - Use Google’s Q&A Feature to Boost SEO

A little-known SEO trick: Google allows you to ask and answer your own questions on your Google Business Profile. Yep. That’s right–Don’t wait for questions to come to boost your searchability but instead get on top of it right now.

List the top 10 questions your firm gets and answer them in 3-5 sentences, using your target keywords and location (e.g., “How much does a divorce lawyer in Chicago cost?”). This creates a keyword-rich FAQ section directly on Google, improving your visibility.

It’s easy, fast, and can be done today.

Hack #4 - Get Creative With Social Posting

Ok so the truth is… Most people aren’t searching for a lawyer until they urgently need one. How can you stay top-of-mind? By creating short, informative video ads answering common legal questions—while ensuring compliance with legal advertising ethics.

Examples:

“What should I do after a car accident?” (Personal Injury)
“How do I prepare for a custody battle?” (Family Law)
“What are my rights if I’m arrested?” (Criminal Defense)

Another option would be to build your relatability. Some companies focus too much on posting content solely based on the product they are hoping to sell. The thing is: Your clients are not constantly seeking what you’re selling… Instead you need to become a friendly face.

Creating funny, entertaining, and relevant content means your current and future clients can watch your EVERYDAY (plus they’ll remember you when it matters most).

Examples:

Interview different attorneys in the office with an interesting question of the day
Office tour
Day In The Life
Games/Challenges/Dance videos

People love to laugh and they love to see a more relatable side to a profession that is mostly serious. Trying out new content trends and videos could be a great way to freshen up your content and make a name for yourself on social media.

Post these videos on:

Your website
YouTube
LinkedIn
Facebook & Instagram Ads (budget: $5/day)

When the need for a lawyer arises, your firm will be the trusted expert they remember.

Hack #5 - Make Your Ads Stand Out

The legal industry is competitive, so your ads need to grab attention immediately. With attention spans growing shorter everyday–the average person doom scrolling online needs something out of the box to capture it.

Here’s how:

Use contrasting colors: If running ads on Facebook (blue interface), add red or yellow banners to your video.
Call out your audience: Start with “Are you facing a DUI charge in Miami?” instead of a generic intro.
Use pattern interrupts: Show something visually striking—a courtroom setting, a lawyer holding a law book, or a dramatic text overlay.

Here’s a Quick bonus for everyone reading this far!-If you don’t have time for social media and want it done right, we offer a $99 deal that covers a month’s worth of social media. Click HERE for more!

Hack #6 - Don’t Give Up On Potential Clients

The majority of legal prospects won’t convert on their first visit to your site. Use retargeting ads to stay in front of them until they’re ready.

Two ways to retarget on Meta (Facebook & Instagram):

Meta Pixel: Tracks website visitors and shows them ads later (best for desktop users).
Video View Retargeting: Targets people who have watched at least 25%-50% of your legal tip videos.

Example Strategy:

Run 3-5 FAQ video ads to local audiences.
Retarget those who watch at least 25% with an ad featuring a free consultation offer.

Hack #7 - Upgrade Your Business Card

Forget cheap paper business cards. Use high-quality plastic cards (like credit cards) with your photo on them.

Why?

- People remember faces, not just names.
- They feel bad throwing away a premium card, so they keep it.

Clients like to know you invest in yourself–So you’ll invest in them.

Consider having two versions:

Luxury plastic cards for potential clients.
Standard paper cards for networking events.

Hack #8 - Update Your Voicemail

Never let potential clients hear a generic voicemail message. Instead, include this phrase at the end:

“I will call you back within 15 minutes.”

Even if you can’t always respond that fast, this urgency dramatically increases the chances that they leave a message instead of calling a competitor.

Hack #9 - Use Psychological Triggers to Win Clients

People hire lawyers that make them feel good! Use these psychological marketing tricks to build confidence quickly:

Give a compliment at the start of every consultation (e.g., “That’s a great question—most people don’t think to ask that!”).
Use social proof: Mention similar cases you’ve won.
Create urgency: Highlight filing deadlines or statute of limitations deadlines to prompt action.

Hack #10 — Add an AI Chatbot to Your Website

I obviously can’t touch on trending marketing hacks for 2025 without talking about AI! AI is booming in today’s marketing world — and whether you love it or are still a bit skeptical, one thing is certain: if your law firm’s website isn’t using AI, you’re missing out.

Your website should be working for you 24/7, answering questions, engaging visitors, and helping convert them into clients. By adding an AI-powered chatbot, you can:

Answer FAQs in real time
Collect leads
Book consultations while you sleep
Keep visitors on your site longer (which also helps SEO!)

Seriously — what are you doing without it?!

Two Simple Tools to Start With:

LawDroid
LawDroid is designed specifically for law firms. It can handle legal-specific FAQs, client intake, and scheduling.

ChatBot.com
This platform works for any industry and is extremely user-friendly for beginners.

✨ Pro Tip: Add a welcome prompt like: “Hi there! Have a legal question? I can help or connect you with an attorney!” to instantly encourage interaction.

Hack #11 - Lead Magnets + Automated Email Follow-ups

Now look, I know email marketing is a thing of the past and you may feel you’ve already mastered it — But don’t underestimate its power — even in 2025, it remains one of the most effective ways to nurture relationships and turn cold leads into paying clients.

Try these two steps to ensure your email marketing is still effective in 2025:

Step #1:

Start by creating a lead magnet — a valuable, free resource that solves a specific problem for your potential clients. Examples include:

The Ultimate Guide to Personal Injury Claims
5 Things You Should Never Say After a Car Accident
Free Contract Checklist for Small Business Owners

Once you’ve created this lead magnet, offer it on your website in exchange for an email address. Use a clean, simple sign-up form (tools like Mailchimp, HubSpot, or ConvertKit make this easy).

Step #2

Set up an automated email sequence to follow up with that lead over the next few weeks or months. The key is to stay top-of-mind without being spammy. Your email sequence can look something like this:

Email 1 (Immediately after download): Thank them for downloading and introduce your firm.
Email 2 (2–3 days later): Share a helpful blog post or quick video related to their legal needs.
Email 3 (1 week later): Highlight a client success story or testimonial.
Email 4 (2 weeks later): Offer to answer any questions and invite them to book a free consultation.
Email 5 (1 month later): Share another resource or legal update.

The best part? Once it’s set up, this system works for you 24/7 — continually nurturing leads while you focus on your clients.

Pro Tip:
Make sure your emails feel personal and human — use their first name, keep the tone conversational, and include a real photo of you or your team in the signature.

Hack #12 - Use AI to Generate Content Ideas

To stay at the top of your game, you’ll need to admit you might not always be up to speed on the latest social trends or design aesthetics — and that’s okay! AI can help you stay current, consistent, and ahead of the curve.

Use AI tools like ChatGPT or Jasper to:

Generate blog post ideas
Write social captions
Brainstorm video scripts
Get keyword suggestions for SEO

Quick heads-up! — AI is a fantastic tool for sparking ideas and jumpstarting content creation, but don’t lean on it so much that you lose authenticity. Visitors can spot an overload of AI-generated visuals or text from a mile away. Use AI in moderation, and always pair it with your unique voice and human touch. Stay intentional and thoughtful as you gather ideas and imagery!

Hack #13 - Take Action Today

Don’t let your looming new years goals go to waste… Marketing success isn’t about knowing—it’s about doing. Choose one strategy from this list and implement it within the next 24 hours. One step at a time, one more strategy everyday, and you can still reach your marketing goals for the year.

Need help? We specialize in law firm marketing, from SEO to PPC to social media strategy to content creation. Contact us today for a free consultation!

Get the Top 3 Social Media Post Templates for Law Firms to Grow Your Following and Get New Clients

Engage with prospects and save time with your FREE Canva template kit. This kit features the top 3 social media posts for law firms and directions on how to brand them for your own firm in 5 minutes or less.

Enter your email below and get the templates sent directly to your inbox along with an instructional video on how to make personalized edits.

Why Online Reviews Matter More Than Ever for Law Firms And How To Ask For Them

The Importance of Online Reviews in Today's Legal Market

Picture this:

We have a potential client sitting at their kitchen table, laptop open, searching for a lawyer to handle their case. They type in “[Your City] law firm” and several names pop up.

Maybe your firm is one of them…will they click on your entry?

Before they pick up the phone, they do what most people do in today’s digital world—they check the reviews…how do your reviews stand up to your competitors?

Now, let’s imagine they find no reviews for your firm, or worse, a couple of lukewarm comments from years ago.

What do you think happens next?

They hit the back button and move on to the next firm—the one with glowing reviews that all have taken place within the last 3 months.

In a matter of seconds, you’ve lost a potential $4,000+ client, not because of your skills or experience, but because your online presence didn’t inspire confidence…your Google Business Profile is the first impression that you make on potential clients, so it better be good.

For law firms, especially those with two or more attorneys trying to manage marketing in-house or with a less-than-stellar agency, this scenario is all too common. You’re putting in the effort—the website is up, you’re dabbling in social media, maybe even running some ads—but the results aren’t what you expected.

One crucial piece of the puzzle you might be overlooking?

The power of online reviews.

In this article, we’ll explore:

why reviews matter more than ever,
how they can build trust,
simple effective ways to ask for them without feeling awkward

By the end, you’ll have a roadmap to not only attract more clients but also establish a solid, online reputation that speaks for itself.

Think of online reviews as the modern-day equivalent of word-of-mouth referrals—but on steroids. Back in the day, if someone needed a lawyer, they’d ask friends or family for recommendations. Today, they turn to Google, Yelp, and even platforms like Avvo.

In fact, studies show that over 50% of people trust online reviews as much as personal recommendations. That’s a huge statistic, especially in a field where trust is everything.

So, why are reviews so powerful?

1.Trust and Credibility:

Imagine walking into a courtroom with no prior case history—the judge and jury don’t know your track record. That’s how potential clients feel when they see a law firm with little to no online presence.

Reviews act as your digital reputation, offering social proof that you’re capable, reliable, and trustworthy. A firm with multiple positive reviews feels like a safer bet, even if the potential client has never met you.

2. SEO Benefits:

Here’s where it gets even more interesting. Google loves new, positive reviews. The more reviews your firm has—especially on your Google Business Profile — the higher chance you have of ranking in local search results and showing on the Google map pack.

Think of it like this: reviews are like votes of confidence in the eyes of search engines like Google and Bing. The more ‘votes’ you get, the more visibility you have. This means that even if your website isn’t the flashiest or your social media isn’t going viral, reviews can still help you get more prospects to your website or calling your office.

According to BrightLocal’s 2023 Local Consumer Review Survey, 85% of consumers believe that reviews older than 3 months are no longer relevant. This highlights the importance of continuously gathering fresh reviews to maintain credibility and improve SEO rankings.

3. Decision-Making Impact:

Put yourself in your potential client’s shoes. How do you think that they are currently feeling?

They’re likely overwhelmed, stressed, and unsure of who to trust with their legal issues. When they see a law firm with a bunch of five-star reviews detailing successful cases and positive experiences – it’s like a sigh of relief. They’re more confident in contacting you, knowing others have had good outcomes with your firm.

The takeaway?

Reviews aren’t just a “nice-to-have”—they’re a game-changer in today’s competitive legal landscape.

Why Do Law Firms Struggle to Get Reviews?

You might be thinking, “This all sounds great, but getting reviews isn’t exactly easy.”

And you’re right.

A ton of law firms face real challenges when it comes to collecting client reviews—but those challenges can be overcome with the right strategies.

Ethical Concerns & Solutions:

The legal field is bound by strict confidentiality and ethical guidelines, which can make asking for reviews feel like navigating a minefield. You might worry about violating client privacy or appearing unprofessional.

But here’s the truth: there are ethical ways to request feedback without crossing any lines. For example, you can ask clients to focus on their overall experience—how they felt about your communication, professionalism, and service—without discussing case specifics.

According to the American Bar Association (ABA), attorneys can ethically request reviews as long as they avoid discussing confidential case details and ensure that any solicited reviews are truthful and not misleading.

The ABA emphasizes that lawyers should not offer incentives in exchange for reviews and must comply with advertising rules set forth by their respective state bar associations. You can read more about this in the ABA’s Law Practice Magazine here.

Timing and Comfort:

Knowing when to ask for a review is half the battle for most attorneys. If you ask too soon, it may seem inappropriate. If you wait too long, you risk the client forgetting the details of their positive experience.

So what is the sweet spot?

Right after a successful case resolution or a positive milestone.

Picture it like this: your client just won their case, they’re feeling relieved and grateful—that’s the perfect moment to kindly ask for a review. You did something nice for them, so they will want to do something nice for you.

Tech Challenges:

Let’s face it—not all law firms are tech-savvy, and that’s okay. But relying solely on word-of-mouth or expecting clients to leave reviews without prompting won’t cut it in today’s digital age.

Automating the review request process can take the pressure off your team and make it easier for clients to leave feedback. Simple tools that send follow-up emails or text messages can dramatically increase your review count with minimal effort.

The bottom line here?

The hurdles to getting reviews are real, but they’re not insurmountable. With a thoughtful approach, your firm can start building the kind of online reputation that attracts high-value clients and sets you apart from the competition. If your competitors can do it, so can you.

How to Effectively Ask For Reviews (Without Being Awkard)

Now that we have covered why reviews matter and how they can be a bit tricky to receive, let’s talk about the “how.”

Asking for reviews doesn’t have to feel like cross-examining a hostile witness—in fact, with the right approach, it can be a natural part of your client relationship.

1. Personalized Requests

Think about the moments when your client feels most satisfied—perhaps after winning a case, finalizing a settlement, or receiving excellent legal advice. These are the times when clients are most likely to leave positive feedback.

A simple, heartfelt request can go a long way. For example:

2. Automated Systems

Technology can and should be your best friend here. Use automated tools to send out review requests via email or SMS shortly after a case is resolved. This keeps the process consistent and hassle-free. Tools like Clio Grow, Zapier or GoHighLevel integrate seamlessly with your existing systems, allowing you to request reviews without adding to your workload.

You could also use a QR code on your invoice that leads them right to your Google Business Profile review section.

3. Incentivizing Without Violating Ethics

While offering gifts or discounts in exchange for reviews is a big no-no in the legal world, you can still encourage feedback by emphasizing the impact it has. People like to help people.

Let clients know that their reviews help others find the legal support they need. This creates a sense of community and purpose without crossing any ethical boundaries.

4. Think Outside the Box for Your Firm

Check out our article on 10 Proven Ways to Get More Positive Online Reviews for Your Business

The best part?

This process can be completely hands-off for your busy legal team, freeing them up to focus on what they do best—practicing law.

Where to Focus On Getting Reviews For Your Law Firm: Platforms That Matter

Not all review platforms are the same. While it may be tempting to just ask for reviews everywhere, focusing your efforts on the right platforms will help your business grow quickly.

1. Google Business Profile (Formerly Known as Google My Business)

This is the main review platform that you want to receive reviews on. When potential clients search for legal services in your area, Google is usually their first stop.

Reviews on Google not only influence your credibility but also directly impact your local search rankings. By consistently gathering positive reviews on Google, you can dramatically increase your firm’s visibility in your area.

2. Avvo and Yelp

While Google reigns supreme, platforms like Avvo are crucial for attorneys, as they cater specifically to legal professionals. Avvo allows clients to rate and review lawyers, and many potential clients turn here for more detailed insights.

Yelp, on the other hand, can help broaden your reach and increase your website’s SEO by being a third-party review platform source.

3. Managing and Responding to Reviews

You can’t just get the reviews—how you reply to them matters just as much. Responding to both positive and negative feedback shows that you value client input and are committed to continuous improvement.

For positive reviews, a simple “Thank you for your kind words” goes a long way. For negative reviews, address concerns professionally and offer to resolve the issue offline. For a whole walkthrough on responding to reviews, check out this article.

The takeaway?

Quality and platform focus matter more than sheer quantity. Concentrate on the platforms that your potential clients trust the most, and you’ll see the results.

Turn Your Reviews into Marketing Gold Today

Getting reviews is just the beginning.

To truly maximize their impact, use them in multiple places to expand on their broader marketing strategy.

1. Showcasing Testimonials on Your Website

Your website is often the first point of contact for potential clients. Adding a dedicated testimonial page or integrating glowing reviews throughout your site can build immediate trust.

This is where video testimonials really shine. Highlight client experiences that showcase your firm’s strengths and professionalism.

2. Leveraging Reviews in Social Media and Ad

You shouldn’t just let 5-star reviews sit idle on your Google or Avvo profiles. Repurpose them into eye-catching social media posts, or use them as powerful testimonials in your paid advertising campaigns! A compelling client quote in a Facebook ad can significantly boost engagement and click-through rates. To see how this could work and to download templates to implement this, look at #2 in this article.

Get the Top 3 Social Media Post Templates for Law Firms to Grow Your Following and Get New Clients

Enter your email below and get the templates sent directly to your inbox along with an instructional video on how to make personalized edits.

3. SEO Boost from Review Content

Fresh, regularly updated review content does wonders for your local SEO. By highlighting new testimonials and client feedback on your website and other platforms, you signal to search engines that your firm is active, relevant, and trusted by clients.

You should also embed reviews from at least one third-party site, like Yelp, to help your SEO with ranking higher.

The takeaway?

Reviews aren’t just for attracting clients—they’re a versatile tool that can enhance every aspect of your marketing strategy.

Have We Convinced You That Your Law Firm Needs More Reviews?

Online reviews aren’t just a modern convenience—they are a fundamental component of a successful legal marketing strategy. By leveraging the power of reviews, law firms can build trust, improve visibility, and attract high-value clients in an increasingly competitive market.

Remember, reviews do more than just enhance your online reputation. They can:

influence client decisions,
boost your local SEO,
and differentiate your firm from the competition.

Whether you’re a seasoned attorney or part of a growing legal team, prioritizing reviews can drive meaningful growth for your firm.

Start today by assessing your current review strategy. Identify the gaps, implement ethical and effective review collection methods, and focus on the platforms that matter most.

Your future clients are reading reviews—make sure they find the story you want to tell.

Want help with getting more reviews? Fill out the form below and IFTS will help you implement a plan that integrates seamlessly with your current systems.

The Ultimate 13-Point Email Marketing Checklist for Law Firms in 2025

Are you using email marketing to help grow your firm?

If not, you are missing out on a LOT more business.

Email marketing is one of the most powerful tools that law firms have. It allows them to engage current clients, establish authority with both clients and prospects and it helps generate leads.

With ever-increasing competition and digital trends changing almost constantly, attorneys need a strategic and planned approach to maximize the effectiveness of their emails.

Enter this 13-point checklist!

We are going to show you key strategies that your firm should implement to build an email marketing system that works for YOU – converting prospects into clients and building your relationship with existing clients with ease.

✅ 1. Send Consistent and Valuable Emails

Consistency is THE KEY when it comes to email marketing.

You should be sending at least one high-quality email per week…and maybe more.

Why?

It helps your firm maintain visibility with current clients and builds up trust with prospects on your email list.

So, What Should Law Firms Email About?

Legal insights on popular cases in the news and industry updates
Case studies and success stories, staying within your attorney-client privilege guidelines
Answers to frequently asked legal questions
Updates about your firm’s services, awards, and recognitions
Common legal mistakes and how to avoid them
Additional services that you offer current clients
Videos that you have created (Wanna know how to create these videos? Check out our article on video content creation for law firms!)

When you provide this valuable, expert content, your firm will remain top-of-mind when the need for legal services arises.

✅ 2. Automate Follow-Ups for Leads and Clients

When you receive a lead from your website or ads, how fast do you get back to the person?

People like to see a reply right away and this doesn’t always happen.

In fact, many potential queries that attorneys receive never are followed up with because they get lost in the day-to-day shuffle. Email automations help keep these prospects engaged.

Key Automated Email Sequences For Law Firms:

Consultation Follow-Ups: If someone books a call but doesn’t show up, send a friendly reminder.
Website Submission Sequences: When someone submits via your website, immediately send them an email to let them know that you will be in touch shortly, then send them information about your firm over the next few days.
Lead Nurturing Sequences: If a potential client downloads a legal guide but doesn’t reach out, send a series of emails explaining how your firm can help.
Case Progress Updates: Keep existing clients informed with automated updates on their legal matters.

Automation ensures that no potential client falls through the cracks. You can even add yourself and your team into the email sequence. Using GoHighLevel? Here’s a step by step guide to creating an email sequence.

✅ 3. Make Sure Your Emails Reach the Primary Inbox

If you are landing in spam or in the promotions tab, it will substantially reduce your firm’s open rate. To have your email show up in the primary tab, you need to improve your email deliverability.

How A Law Firm Can Improve Email Deliverability:

Authenticate emails with DKIM, SPF, and DMARC records within your DNS records. Typically, your email sending program will give you the records to add (Here’s how to add those DNS records)
Do not use spam trigger words like “free consultation” or “guaranteed win” within your email subject or text
Get the recipients to reply and engage, which signals to email providers that people want to receive emails from you
Use a recognizable sender name (e.g., “John Doe, Esq.”) instead of a generic firm name

Better deliverability means higher open rates, more engagement, increased conversions, and more clients!

✅ 4. Plan Your Firm’s Email Content in Advance

When you have an email plan, you are able to send consistently with a sequence of topics that make sense. You’ll never find yourself scrambling to send a last-minute email with low quality.

How to Generate Endless Email Ideas:

Use your website FAQs to expand on your original answer
Talk about any legal updates in the news and explain how they might impact clients
Highlight your firm’s success stories and talk about any time you are in the news
Discuss additional legal services that you offer that clients and prospects may not be aware of

By creating a plan with a proactive approach, your law firm will always have compelling emails ready to send.

Want to ensure your law firm’s emails are engaging, effective, and converting prospects into clients? Download your FREE 7-Point Email Success Checklist to craft high-performing emails that drive results.

✅ 5. Use High-Performing Email Formats

Not all emails are created equal.

Stick to formats that have already been proven to engage your legal clients. You want your open rates to be as high as possible so you stay in that Primary Email tab.

Five Effective Email Types for Law Firms:

Educational Emails – “5 Estate Planning Mistakes to Avoid”
Story-Based Emails – Client success stories or lessons from past cases
Engagement Emails – Polls, surveys, or Q&A invites
Authority Emails – Feature firm awards, media appearances, or testimonials
Conversion Emails – Promote consultations, webinars, or legal services

Mix up these email types to keep your clients and prospects interested and engaged.

✅ 6. Master the 7-Point Checklist for Email Success

Don’t just write emails to write emails. You want to be sure that they are successful at accomplishing your goals.

These successful emails should include:

Problem – Identify a common legal issue (e.g., “Are you prepared for tax season?”)
Promise – What the reader will gain (e.g., “5 legal tips to save money”)
Timeframe – Why it’s urgent (e.g., “These tax laws change next month!”)
Specificity – Use concrete examples
Simplicity – Avoid legal jargon, keep messages clear
Credibility – Highlight expertise, past results, and testimonials
Relatability – Speak in a way your audience understands

Following this structure improves engagement and response rates, which ultimately will get you more clients and grow your business.

✅ 7. Write Subject Lines That Get Opened

You only get one chance to make a first impression.

This applies to emails as well. Your subject line determines whether your email gets read or moved to the trash. Make sure that you have high-impact subject lines that pique curiosity.

High-Impact Subject Line Examples For Law Firms:

“Do You Actually Need a Lawyer for This?”
“3 Common Contract Mistakes That Could Cost You Thousands”
“How a Simple Will Saved This Family Years of Legal Trouble”
“Don’t Sign That Contract Until You Read This”
“How To Protect Your Business From A Lawsuit – Fast!”

As you can see, curiosity-driven subject lines increase open rates significantly. Open a loop in the reader’s mind that they can only close by reading the emails.

✅ 8. Repurpose and Refresh Old Content

Stop reinventing the wheel!

Look at your emails from years past. Which ones performed the best?

Take those and update them for the current year. Then, you can re-send them to get similar high-performing rates.

How to Repurpose Emails For Law Firms:

Change the subject line or update it with the year
Update statistics or case examples
Add a different or new call to action
Add an image, gif or meme

By tracking the emails that perform well, you can maximize your firm’s best content and save time.

Get the Top 3 Social Media Post Templates for Law Firms to Grow Your Following and Get New Clients

Enter your email below and get the templates sent directly to your inbox along with an instructional video on how to make personalized edits.

✅ 9. Leverage SMS Alongside Email

Is your firm sending out text messages to clients?

Many law firms ignore SMS marketing, but it’s a highly effective tool for follow-ups and appointment reminders.

Best Uses for SMS in Legal Marketing:

Consultation reminders
Court date reminders
Urgent legal updates
Webinar invitations

Did you know that SMS has a 98% open rate?

By sending texts, you can all but ensure that clients will see your most important messages. By improving your communication methods, you are also at a lesser risk of legal malpractice claims.

✅ 10. Build a 30-Day Email Plan

It’s really easy to create a 30-day email plan using an Excel spreadsheet or even a Word doc. This helps to ensure consistency, keeps your audience engaged, and prevents last-minute scrambling for content. Start by mapping out a mix of educational, promotional, and engagement-focused emails to maintain variety and value.

Example Weekly Email Schedule For Attorneys:

Monday: Legal tip or case study
Wednesday: Story-based email about a past client success
Friday: Call to action (consultation, webinar, etc.)

When you plan everything in advance, you can align your schedule with seasonal trends, firm events and more. Also, having a set schedule helps you track email performance over time, so you can adjust based on engagement and response rates.

✅ 11. Track Email Results and Optimize Results for Growth

As Peter Drucker says, what gets measured, gets managed.

This applies to email results as well. Measuring performance is crucial to improving email effectiveness.

Key Metrics to Track:

Open rates
Click-through rates
Response rates
Conversion rates

To refine your strategy every month, you’ll want to try A/B testing subject lines, CTAs, and email formats.

✅ 12. Grow Your Email List with Smart Strategies

To grow your firm, you’ll want to continue adding to your email list over time. The more people that receive your emails, the more chances that you have to get clients and referrals.

Best List-Building Strategies for Law Firms:

Offer free legal guides or pdf checklists on your website in exchange for a prospect’s email
Host webinars or Q&A sessions monthly
Try to be a featured guest on legal podcasts
Run lead-generation ads on Facebook and LinkedIn offering free consultations or downloads.
Cross-promote with financial advisors, real estate agents, and business consultants.
Use exit-intent pop-ups to capture visitors before they leave.
Collect emails at industry conferences, bar association events, or local business meetups.

A growing email list means more potential clients engaging with your firm.

✅ 13. Make Unsubscribes Work for You

A big question that we get from attorneys is “What if we are bugging people with these emails?”

Most people will just unsubscribe from your list, which is what you want.

Losing subscribers isn’t always a bad thing.

How Your Law Firm Can Benefit from Email List Unsubscribes:

Direct them to follow your firm on LinkedIn or YouTube instead
Offer a “less frequent emails” option
Include a final offer before they leave (e.g., “Need legal help? Schedule a free call before unsubscribing!”)

Believe it or not – strategic handling of unsubscribes can still lead to new clients!

So, What Now? How Can My Law Firm Start Sending Effective Emails?

Email marketing is one of the most cost-effective ways for law firms to attract and retain clients. By implementing these strategies—consistent emails, automation, high-performing content, and deliverability best practices—your firm can build stronger client relationships and grow in 2025.