Law Firm Marketing Terms

A/B Testing – Comparing two versions of an advert, email, or webpage to see which performs better.
Account-Based Marketing (ABM) – A strategic approach focusing on high-value clients with tailored marketing efforts.
Advertising Standards Authority (ASA) – The UK body regulating advertising to ensure compliance with ethical and legal standards.
Analytics – Data analysis used to measure the effectiveness of marketing campaigns.
Authority Building – Strategies to establish a law firm as a trusted expert in its field.

B2B Marketing – Strategies aimed at marketing legal services to other businesses rather than individual consumers.
Brand Awareness – The extent to which consumers recognise your brand and understand what you do.
Buyer Psychology – Understanding client decision-making to shape marketing strategies.
Bounce Rate – The percentage of website visitors who leave without engaging further.
Brand positioning - How you differentiate yourself from your competitors and how consumers identify and connect with your brand.

Call-to-Action (CTA) – A prompt that encourages potential clients to take action, such as making an enquiry.
Chatbots - AI-powered conversational agents or assistants used for client service and engagement that allow firms to support clients 24/7.
Client Lifetime Value (CLV) – A prediction of the total value a client brings to a firm over the entire relationship.
Client Journey Mapping – Tracking a client’s interaction with a law firm from initial enquiry to the end of the matter.
Client Persona - Semi-fictional representations of your ideal customers.
Client Acquisition - The steps, processes, and resources involved in attracting a first-time client to the firm.
Client Acquisition Cost (CAC) – The cost of gaining a new client. CAC = amount spent on marketing in a period divided by the number of new clients acquired.
Client Lifetime Value – The potential value of each client to the firm.
Client Retention - The act of maintaining relationships with existing clients so they continue to work with your firm for future legal needs.
Client Satisfaction – Measurement of how satisfied your clients are based on the service received. Often measured as a percentage of clients responding to a survey as satisfied.
Content Marketing – Sharing valuable legal insights through blogs, articles, case studies, and videos.
Conversion Rate – The percentage of leads who become paying clients. It’s also the ratio between the number of people who complete the desired action on a given webpage and the number of people who visit that webpage.
CRO (Conversion Rate Optimisation) - Focus on systematically increasing the percentage of website visitors who take a desired action on a given page.
CRM (Customer Relationship Management) – Often used for software that includes contact database and identifies business insights and analytics. Can also be used for the process of managing client relationships.
CTR (Click Through Rate) - The percentage of recipients who clicked on a link within your email.
CMS (Content Management System) – Sometimes also referred to as the ‘backend’ this is the software used to update the content on your website.

Digital Marketing– any form of communication aiming to persuade people to purchase a product or service that occurs through some form of digital device.
Demand Generation – Strategies to build awareness and interest in a law firm’s services.
Differentiation Strategy – Identifying and communicating what sets a law firm apart from competitors.
Digital Presence – A law firm’s visibility across online platforms, including websites and social media.
Drip Campaign – A series of scheduled marketing emails designed to nurture leads over time.

Email Marketing – Sending newsletters and updates to keep clients informed about legal developments.
Engagement Metrics – Measuring how clients interact with a firm’s content.
Evergreen Content – Legal content that remains relevant over time, such as FAQs on conveyancing.
Ethical Marketing – Maintaining integrity and professionalism in marketing practices.
Experiential Marketing – Hosting seminars and events to engage potential clients.

Fractional Marketing Director – A part-time marketing strategist who guides law firms on growth strategies.
Follow-Up Strategy – Techniques for nurturing leads after an initial enquiry.
Facebook Ads for Law Firms – Paid promotions tailored to targeted audiences.
Firm Branding – Defining a law firm’s identity and visual consistency.
Fee Transparency – Marketing legal services in a way that clearly communicates pricing structures.

Google Ads – Pay-per-click advertising to attract potential clients searching for legal services.
Gen AI - AI that uses machine learning to create new content, such as text, music, audio, and videos.
Geo-Targeting – Tailoring marketing campaigns to specific locations.
Growth Strategy – Long-term marketing plans designed to expand client reach.
Guerrilla Marketing – Creative, low-cost tactics to make a law firm stand out.
Guest Blogging – Contributing articles to relevant websites to boost authority.

Hashtag Marketing – Using relevant hashtags to increase social media visibility.
Heatmaps – Tracking where visitors engage most on a law firm’s website.
Human-Centred Marketing – Using storytelling and empathy to connect with potential clients.
Holistic Marketing – Coordinating multiple marketing channels for consistency.
Headline Optimisation – Crafting compelling titles for blog posts and ads to attract attention.

Inbound Marketing – Strategies designed to attract clients through organic content rather than paid ads.
Influencer Partnerships – Collaborating with respected industry figures to boost credibility.
Intent-Based Marketing – Targeting potential clients based on their online search behaviour.
Interactive Content – Using quizzes, calculators, or videos to engage website visitors.
Institutional Trust Marketing – Establishing a reputation for expertise and ethical practice.

Journey Mapping – Understanding the typical steps a client takes before hiring a solicitor.
Jargon-Free Communication – Simplifying legal language for accessible marketing.
Joint Ventures – Partnering with other businesses to cross-promote services.
Justification Marketing – Demonstrating the value of legal services through real-life case examples.
Judgement-Based Marketing – Leveraging industry insights to refine marketing strategies.

Keyword Optimisation – Using relevant search terms to improve website visibility on search engines.
Knowledge Marketing – Sharing legal expertise to build authority.
KPI Tracking – Measuring success through marketing performance indicators.
Keep-Warm Campaigns – Strategies to maintain engagement with past clients.
Key Message Development – Defining the core value proposition of a law firm.

This marketing glossary applies to all businesses and might help you better understand the terminology that marketing professionals may use.

Lead Generation – Techniques to attract potential clients.
Local SEO – Optimising a law firm’s website to rank well for regional searches.
Landing Pages – Web pages specifically designed to convert visitors into enquiries.
Legal Directory Marketing – Managing profiles on directories like Legal 500 or Chambers UK.
Loyalty Marketing – Encouraging repeat business and referrals from satisfied clients.M

Micro-Conversion – Small actions a user takes before becoming a client (e.g., downloading a guide, subscribing to a newsletter).
Multi-Channel Marketing – Engaging potential clients through various platforms.
Marketing Automation – Using software to streamline communications with prospective clients.
Market Positioning – Defining how a law firm fits within the market.
Messaging Strategy – Crafting compelling narratives that resonate with clients.

Native Advertising – Paid content designed to blend seamlessly with the platform where it appears.
Net Promoter Score (NPS) – A metric used to gauge client satisfaction and likelihood of recommending a firm.
Neuromarketing – Applying psychological insights to improve marketing effectiveness.
Niche Marketing – Targeting highly specific legal sectors (e.g., immigration law or family law).
Noticeable Branding – Ensuring a law firm's brand identity stands out in a crowded market.

Omnichannel Marketing – Providing a seamless experience across multiple platforms (website, email, social media).
Organic Search – Website visits from unpaid search engine results.
Outbound Marketing – Proactively reaching out to potential clients via emails, networking, or direct mail.
Owned Media – Marketing platforms fully controlled by the firm, such as its website and blog.
Optimised Content – Web content tailored to rank well in search engines and attract clients.

Pay-Per-Click (PPC) – Online ads where firms pay each time a user clicks the ad.
Personal Branding – Positioning individual solicitors as thought leaders in their practice areas.
Public Relations (PR) – Managing media coverage to enhance a firm’s reputation.
Performance Metrics – Tracking key statistics to assess marketing effectiveness.
Professional Networking – Building connections with industry peers to strengthen brand visibility.

Qualified Leads – Prospective clients who fit the firm’s ideal profile and are likely to convert.
Quality Score – Google Ads ranking that determines how well ads perform based on relevance and engagement.
Quick Wins Strategy – Low-effort tactics that deliver immediate results (e.g., refining landing pages or CTAs).

Retargeting Ads – Ads shown to users who previously visited a law firm’s website but didn’t take action.
Return on Investment (ROI) – Measuring the financial success of marketing efforts. Calculated as (profit-cost)/cost = % or ratio
Referral Marketing – Encouraging satisfied clients to recommend the firm to others.
Reputation Management – Protecting and enhancing a firm’s credibility online and in the media.
Regulatory Compliance in Marketing – Ensuring marketing aligns with SRA and UK advertising regulations.

SEO (Search Engine Optimisation) – Techniques used to improve a website’s search rankings.
Search Intent – The underlying goal behind someone’s search query—critical for effective SEO.
Social Listening – Monitoring online conversations to better understand what clients and prospects care about.
Storytelling in Marketing – Using compelling narratives to make legal services more relatable.
Subscription-Based Models – Legal retainers or packages that offer clients ongoing support.

Target Audience – The specific group of people a law firm aims to attract.
Testimonials Strategy – Planning how and where to showcase client reviews and case outcomes effectively.
Thought Leadership – Sharing expert insights to establish credibility.
Tracking Pixels – Small bits of code used to monitor user behaviour on a firm’s website or social channels.
Trust Signals – Indicators that reassure potential clients, like accreditations and awards.

User Experience (UX) – The quality of a client’s interaction with a firm’s website.
Upselling Legal Services – Encouraging clients to consider complementary legal solutions.
UGC (User-Generated Content) – Testimonials and case studies created by satisfied clients.
Unified Brand Messaging – Keeping marketing consistent across all platforms and client communications.

Viral Content – Marketing material designed to spread quickly through social shares.
Value Proposition – What makes a law firm unique and compelling to potential clients.
Video Marketing – Using video content to explain complex legal matters in a digestible format.
Visual Identity – Creating a strong and recognisable brand through design elements.
Voice of the Client (VoC) – Gathering client feedback to shape marketing, services, and communications.

Word-of-Mouth Marketing (WoM) – Encouraging referrals through positive client experiences.
Webinar Promotion – Hosting online legal workshops to engage potential clients.
Website Conversion Rate – The percentage of visitors who take a desired action (e.g., requesting a consultation).
White Paper Marketing – Publishing detailed reports on industry issues to establish expertise.
Winning Headlines – Crafting compelling titles to increase engagement with legal content.
Wireframes - The framework upon which the functionality and design of your final website will be built.

XML Sitemap – A structured map helping search engines index a firm’s website.
X-Factor Branding – Identifying what sets a law firm apart from competitors.
Cross-Platform Marketing – Ensuring seamless branding across digital and traditional media.
X-Ray Targeting – Using detailed analytics to refine audience targeting strategies.

Year-on-Year Growth – Measuring a firm’s marketing success compared to previous years.
YouTube Legal Content – Using video to educate clients on legal processes.

Zero-Click Searches – Search results that display answers without needing to visit a website.
Zoning Strategy – Using local marketing techniques to attract clients within specific regions.
Zen Approach to Legal Marketing – Simplifying messaging and removing unnecessary jargon to improve clarity.