Emerging Trends in Legal Marketing

There are plenty of options to effectively market your law firm: traditional methods such as print advertising and direct mail campaigns or modern digital strategies like social media marketing, search engine optimization (SEO), and content marketing.

When you think about advertising your legal services, it is easy rely on familiar strategies that have worked in the past. But this approach may limit your firm’s growth potential and visibility as times and technologies change.

Staying abreast of marketing trends, understanding how you can use these trends to your advantage, or how your competitors are utilizing them, may be crucial for maintaining a competitive edge.

With that in mind, here are my top three predictions for legal marketing trends in 2025.

1. Visual Marketing:

   I'm a writer, so my love of words goes without saying. However, I think use of compelling visuals is growing in importance. Visuals draw readers in, show personality, and resonate with a target audience that has been consuming online media from a young age. Did you know I also am a "get-byer" designer? Contact me to see how I can help with your visual marketing strategies.

   
   

2. Lawyer, Not Law Firm, Focus:

   Building a law firm's brand is foundational, but I think the focus will begin shifting to individual lawyers. Clients don't generally regard themselves as engaging the firm, but as engaging the attorney. Really building out lawyer's profiles and directing potential clients to these profiles may be an emerging technique for gaining business.

   
   

3. Artificial Intelligence:

   This wouldn't be a piece on trends if it didn't touch on AI. The fact is that AI is here to stay. How AI is used or will be used is another story. My opinion since 2023 has been that AI is going to cause some issues for lawyers and we will begin seeing ethics opinions on the appropriate uses for AI and disciplinary actions. Many law firms and legal marketing agencies have embraced AI, for better or for worse. My prediction is that the divide between the pro-AI and anti-AI camps will get bigger in 2025. Unfortunately, I think this may cause trouble for human writers when their legal content writing is pushed through faulty AI detectors. Want to continue the conversation? Let's connect.