Legal marketing plans may vary depending on your law firm size. It may be a “one page lawyer marketing plan” or “massive” several tens of pages law firm marketing plan. No matter the particular legal marketing plan characteristics, a lawyer needs to go through the following 3 steps: defining your law firm marketing goals; identifying target audience and defining action items (Getting More Clients may help you in completing third step).

Business , Marketing and Strategy plans are very close terms. Law Firm Business Plan includes your Legal Marketing Plan and the latter is based upon your Legal Strategy Plan.

Here is a sample legal marketing plan structure. It is necessary that you modify that sample structure with accordance to your law firm size, structure and law practice area peculiarities.


1. Law Firm Summary

2. Situation Analysis
2.1. Legal Services Market Analysis
- Legal Market Demographics
- Legal Market Niches
- Legal Market Trends and Growth
2.2. Law Firm SWOT Analysis
- Your Law Firm Strengths
- Your Law Firm Weaknesses
- Your Law Firm Opportunities
- Your Law Firm Threads
2.3. Law Firm/Lawyers/Attorney Competitors
2.4. Legal Services Offered

3. Law Marketing Strategy
3.1. Law Firm Mission
3.2. Law Marketing and Financial Objectives
3.3. Law Marketing Tactics
3.4. Pricing, Distribution and Advertising (if not in violation of Law Profession Conduct Rules)

4. Law Firm Marketing Financial Analysis

5. Law Marketing Plan Organization and Completion




A “One Page Law Marketing Plan”:
1) Law Firm/Lawyers/Attorney Marketing Goals
2) Who’s-doing-what law marketing plan table
3) Time spent on law marketing
4) Measuring Legal Marketing Results

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Projects and Useful Applicaions:

1. Lawyers Blogging Portal.
2. Law Firm Websites Webrings.
3. Law Firm Sample Marketing Plan.
4. LegalWeb Content Management System.
5. Legal Articles Directory. Recently submitted articles!