Small law firm marketing services

Traditional & digital marketing services for small law firms

The legal services industry is incredibly competitive. An effective marketing strategy can make a huge difference to how hard small law firms and their fee earners have to work to bring in new clients.

However, smaller law firms often operate without a senior marketing lead which can lead to them struggling to devise and implement a robust marketing strategy.

My name is Emma Radcliffe and I'm a fractional marketer with over 20 years’ experience in B2B and B2C marketing, especially in the field of professional services.

I set up Herkess, a strategic marketing consultancy, to help smaller law firms find a real competitive advantage and to be more effective in their marketing and business development efforts.

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Strategic marketing for law firms

I provide a complete, end-to-end competitive advantage consultancy service for small-to-medium legal services businesses. I will help your firm:

Define its edge: Clearly identify what your real competitive advantage is, or should be.

Align your team: Develop a powerful core message and communicate it to all fee earners and support staff, creating internal alignment and a perfectly consistent voice across the business.

Build your brand: Communicate that competitive edge to existing customers, and then to your target audience using traditional and digital marketing tactics which, over time, will result in a stronger brand, better reputation, and winning more clients with less effort.

To learn more, visit the dedicated competitive advantage consultancy page.

why should small law firms use Herkess Marketing?

I founded Herkess because I'm convinced most small law firms could achieve greater success with better marketing advice.

My experience spans both sides: I've worked as an in-house marketer at a law firm (and other professional services businesses) and with a variety of legal services businesses whilst working at marketing and PR agencies.

Why does this matter to you? I spent over ten years being coached in agencies, meaning my work is now of a consistently high standard. Agency life also exposed me to many different types of firm.

Working in-house showed me how law firms operate 'up close'. I've seen the constant challenge that fee-earners face trying to fill their billable hours whilst simultaneously doing client work. I've seen first hand how good marketing can take a load off their shoulders!

I offer the best of both worlds: a deep understanding of your firm's priorities and needs, and high-standard outputs that deliver great results. Plus, my lower overheads mean my prices are much lower than most specialist legal marketing agencies.

testimonial

"Working with Emma Radcliffe was a game-changer for our firm. Her creative and resourceful approach helped us transform our brand into something modern, friendly, and approachable, which in turn significantly boosted our business development. She helped us get more from our marketing budget and stand out in a crowded market."

Cathy Booth, Partner, Mathys & Squire LLP

Legal marketing services offered

I offer an ideal, flexible and affordable solution for smaller law firms, solicitor practices, specialist firms (e.g. IP attorneys) and businesses offering legal services - all the expertise and activity you'll need without the cost of hiring a full-time legal marketing expert.

You can hire me to deliver all your marketing activity, or to work alongside your existing marketing team to deliver services they may have less confidence in, or I can guide and/or support their efforts.

SEO

Local SEO
On-page SEO
Off-page SEO

PPC

Google Ads
Linkedin
Campaign optimisation

Content Marketing

Collateral
Blogs
White papers

Marketing Strategy

Marketing audits
Competitive advantage
SOSTAC

PR & Social Media

Traditional
Digital
Social media

Award Entry Writing

Bid writing
Award writing
Legal directories

Find out more

Law firm SEO (Search engine optimisation)

SEO (search engine optimisation) is one of the most effective ways to attract new clients online. With most legal service searches starting on Google, having a well-optimised website means your firm appears prominently when potential clients are looking for legal help. I will do keyword research tailored to your practice areas, create new content, optimise existing content on your site, find ways to get backlinks to your site, and use other SEO techniques to build the authority of your law firm’s website. Whether you're a solicitor, attorney, or legal consultant, SEO is essential for standing out in a competitive digital landscape.

Local SEO for solicitors, law firms & attorneys

Being easy to find online in your local area is especially powerful for small practices aiming to dominate a specific geographic area. By optimising your Google Business Profile, building local citations, and creating location-specific content, your firm can appear more prominently in organic search results. This means more visibility when someone searches for things like “solicitor near me” and if you've communicated a clear competitive advantage, people and businesses are more likely to want to work with you.

Law firm website marketing

Website marketing - also known as digital, performance, online or inbound marketing - is all about driving measurable results. For law firms, this means increasing website traffic, generating quality new client enquiries, and converting site visitors into clients.

The Herkess approach is to use a range of tactics – e.g. paid advertising (PPC), conversion rate optimisation (CRO), content marketing and SEO – depending on which is the most appropriate, to drive new clients your way and deliver results.

Whether you're a solicitor, attorney, or a legal services business, I'll tailor activity to your practice areas and ideal client, ensuring your firm reaches the right audience at the right time.

Content marketing for law firms

Content marketing is one of the most powerful tools for building trust, authority, and visibility in the legal sector.

By creating valuable, informative content - such as blog posts, FAQs, guides, case studies, and thought leadership articles - your law firm can demonstrate expertise while improving SEO and attracting new clients.

Herkess Marketing specialises in content marketing for law firms, crafting tailored content strategies that align with your practice areas and client needs.

Whether you're a solicitor, attorney, or a legal services business, I’ll turn your knowledge into content that brings in fee-paying client work.

law firm marketing strategy & tactical delivery

A strong marketing strategy is the foundation of sustainable growth for any law firm. I work with solicitors, attorneys, and legal service providers to develop tailored marketing strategies that align with your business goals, practice areas, and target audience.

Whether you're a small firm looking to build local visibility or a growing practice aiming to expand your reach, Herkess will help you work out what your competitive advantage is (or should be) and will devise a strategic, budget-focussed plan that combines traditional and digital marketing activity for maximum impact.

I know that, for small law firms, marketing budgets can be limited, so I’ll focus on cost-effective strategies that deliver measurable ROI—helping you attract the right clients without wasting any budget.

PR & Social Media Marketing for Law Firms

Public relations and social media are powerful tools for building credibility and visibility. I started my career as a PR consultant, so I understand how effective it can be in helping small law firms to raise their profile and establish credibility at a relatively low cost.

I can help your legal practice/business to craft compelling PR campaigns and undertake activity, from award and legal guide submissions (e.g. Chambers, Legal 500) to press releases and thought leadership.

I can support with social media marketing for law firms and can develop strategies for using platforms like LinkedIn, Instagram, X (formerly Twitter), and Facebook. I can help your law firm have a consistent presence and engage potential clients, helping you to stay visible, relevant, and trusted in a competitive market.

traditional marketing for law firms

(Collateral/Events)

While digital channels dominate today’s marketing landscape, traditional marketing still plays a vital role in helping legal practices to build trust and visibility - especially in local communities and niche practice areas.

I can help you produce marketing collateral by writing the copy and working with a graphic designer (I can source one or work with yours) to create great-looking and convincing pieces of marketing literature that help you stand out.

Hosting or participating in events can be a powerful way for law firms to build relationships, showcase expertise, and generate new business. I can offer event coordination to help smaller law firms to deliver impact, engagement and a good ROI.

Law firm branding

When lawyers, solicitors and attorneys think about marketing, they often focus on things like SEO, social media and PR. The importance of a firm's brand often gets overlooked. Your brand is so much more than just a logo and the colours on your website. It’s the impression you create when someone encounters your practice/business for the first time - stuffy, and old-fashioned or modern, friendly and helpful?

When a firm’s brand is inconsistent or underdeveloped, it can fail to make a strong, professional impression on potential new clients and leave them confused about why they should work with you.

That's where Herkess comes in. I help small law firms and legal practices to build a consistent brand message and appealing visuals across all your visual and written materials. From your website and social media to your brochures and client communications, I'll ensure every touchpoint is polished, purposeful and appealing to your target audience.

By building a stronger brand for your law firm, we can build the kind of trust and recognition that encourages people and businesses to not only choose your services but to feel confident in their decision to work with you.

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LAw Firm marketing FAqs

What does Herkess Marketing charge law firms for its services?

I specialise in working with small law firms and legal businesses, so I appreciate that they're usually working to a budget and value upfront pricing. To see Herkess Marketing's pricing, just go to the pricing page.

What is SEO and how long do you need to do it?

There's a lot of confusion among law firms about SEO. Without going into too much detail here, it's a never-ending project to develop authority in ways that search engines recognise so that your website will be prioritised in search engine results (it also helps them to appear in AI generative platforms like ChatGPT).

The best way to think of it is like gardening. The more seeds you plant, and the more time you spend on tending them, the more plants will grow and eventually they'll become mature and bear fruit. If you think of SEO in a short term way, it's like planting seeds, watering them a couple of times and then walking away. A few may survive, but you won't end up with anything near the results you'd get if you'd spent time consistently tending them. This is why it's good for small law firms to have a ongoing marketing support that will consistently do SEO work that will lead to ongoing improvement and results.

Do you use analytics?

Absolutely. There are a wide range of tools that can help law firms improve their marketing and Herkess uses a range of them including Google Analytics, Google Search Console, MS Clarity which can all help to identify where improvements need to be made.

How do you track a law firm's marketing effectiveness?

Before we start working together, we'll discuss what matters to your law firm/legal business most and then we'll set some mutually-agreed key performance indicator targets. This could be website traffic, leads or something else. I'll then work to meet those targets and will regularly update you on progress.

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