6 Ways Law Firms Can Stand Out

April 1, 2022

There are hundreds of thousands of law firms in the United States, meaning it’s not always an easy feat for any particular law firm to stand out more than others. However, that’s not to say that there aren’t methods many law firms use to ensure they’re leagues ahead of their competition. Whether you’re a law firm trying to win new clients or someone who only wants the best legal representation money can buy, take note of the tactics law firms use to stand out.

Professionally Designed Website

Law firms like Chaffin Luhana LLP understand just how important having a digital presence can be. They know that people use the internet to find personal injury attorneys and believe that having an easy-to-navigate website that’s aesthetically pleasing and functional can be crucial for securing clients.

While it’s easy enough to create your own website, many law firms outsource this task to web builders and developers who have the necessary skills and knowledge to create something professional and striking.

Reviews and Testimonials

Choosing a lawyer to represent you during one of the most challenging times of your life can be hard work, especially when you’re not sure of your capabilities or experience. That’s why many highly-regarded law firms seek reviews and testimonials from past and present clients.

While they can’t specifically ask people for five-star reviews, they can make it easy for them to leave their comments and reviews. They might send out an email at the conclusion of a case to ask for feedback they can publish on the testimonial portion of their website or send a direct link to Google Reviews.

The next time someone starts searching for a new attorney, they can read what people have to say and base their decision on past client experiences.

Search Engine Optimization

Search engine optimization (SEO) is one of the best ways to make any law firm stand out in the digital space. SEO involves backlinks, quality content, site audits, keyword strategy, and more to rank higher than competing businesses. Not every law firm has the time to learn about SEO and manage it regularly, which is why this task is often outsourced to SEO experts who can take the lead.

A Point of Difference

Many law firms offer the same services, making it challenging for the average law firm to be known explicitly for what they offer. While they may not be able to stand out for providing personal injury services, criminal defense, or similar, they may be able to make a name for themselves in other ways.

For example, they might take on pro-bono work for high-profile cases or promote inclusive or eco-friendly workplace practices. Some law firms might even stand out for specific cases they have worked on or record settlement figures they have helped their clients achieve.

Community Spirit

Many lawyers live in the communities in which they work, meaning that they likely interact with members of the public on a regular basis. However, there’s a difference between working in a community and actively being a part of one.

Law firms might set themselves apart from others by getting involved in the community in many different ways. They might donate to local charities, sponsor local events or volunteer at organizations in need of a helping hand.

Having community spirit and a charitable disposition can benefit both the law firm and the community. Research has shown that millennials prefer to support charitable brands, and law firms may also build a strong internal culture when they know they’re a part of something special.


Many years ago, not all businesses had to advertise and market themselves. They could rely on walk-in traffic, word of mouth, and their standing in the community. However, times have changed, and competition is fierce. As a result, marketing has become one of the most effective ways for law firms to get their name and brand out in the public eye. Fortunately, they’re not short of options in this regard, with avenues such as:

  • Google PPC
  • Social media
  • Newspapers
  • Billboards
  • Buses and bus shelters
  • Flyers
  • Emails

Google PPC Ads

Google pay-per-click (PPC) ads are among the most effective ways to rank in Google search results. While businesses work hard on organic growth, PPC ads can bridge the gap and allow their name to appear near the top of the search results within a paid ad space. With this space, they can provide a link and information about the law firm so that potential clients can decide whether they want to click on it.

Social Media

Social media is no longer just for friends and family to connect. It’s a marketing platform that the majority of large companies are using to get their name in the public eye. All law firms must abide by strict rules laid out by state bar associations, but they may still find social media advertising a practical option for gaining new clients.


While newspaper advertising revenue has been declining for several years, some law firms still see the value in placing ads to appeal to their target market. Newspaper ads that appear frequently enough may evoke brand recognition, allowing people to remember specific law firms when they require legal assistance at a later date.

Billboards and Buses

Lawyers who want to make themselves stand out from the crowd might decide to go big – both with their ad type and their budget. It’s not uncommon to spot legal ads on buses, bus shelters, and billboards. People going about their day may spot those ads often enough to remember their details.

Flyers and Brochures

New law firms can sometimes find it challenging to establish themselves in their towns and cities, especially when a few key players are already in their local legal scene. If they don’t have a specific audience they’re trying to reach, some might print flyers and make brochures and have them distributed in every mailbox or coffee shop in their area. Many of those flyers or brochures can end up on the fridges of people who may need legal help in the future.


Email marketing is growing in popularity, especially as it’s an affordable and sometimes even free form of marketing that only requires an email database. Some lawyers appeal to current and future clients by sending out regular newsletters with helpful legal advice and updates.

Time, word of mouth, and an excellent reputation can help law firms stand out, but some lawyers don’t like to wait. As a result, they often take matters into their own hands by taking some of the actions above.


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