7 Legal Marketing Problems Solicitors Face (And How to Solve Them)
The 7 Legal Marketing Pains Solicitors Face — and How to Solve Them Without Burning Out
Let’s be honest. Most solicitors didn’t go to law school dreaming of writing LinkedIn posts or comparing the ROI of branded umbrellas versus wireless chargers. And yet, here you are — managing cases by day and chasing referrals by night.
If legal marketing feels more like a migraine than a method, you’re not alone. We work with solicitors every day, and the struggles are real — but they’re also solvable. Here are the top 7 pains we hear and how to tackle each without burning out (or resorting to carrier pigeons).
1. “We don’t have a marketing department.”
Translation: Everyone assumes someone else is handling it.
Solution: If you’re relying on part-time effort, use full-time tools. Systems like automated follow-ups and branded merchandise can work for you in the background. Think of quality promotional gifts as your 24/7 silent salesperson.
Related reading: Maximize Your Marketing Budget: A Guide for Legal Professionals
2. “We only think about marketing when something urgent arises.”
Translation: Chaos is our strategy.
Solution: Planning beats panicking. Prepare evergreen marketing assets (like client gifts or referral packs) that are always ready. Build once, benefit repeatedly.
Related reading: The Chaos of Last-Minute Marketing Requests
3. “Marketing feels like a black hole of time and money.”
Translation: No one knows what works.
Solution: Start with what’s measurable. Use tactics that leave a trail, like event-specific merchandise, trackable links, or direct feedback from clients. Focus your spending on what people keep, use, and talk about.
Related reading: Unlocking Marketing Success: 5 Steps to Maximize Your Budget
4. “Our team hates doing marketing.”
Translation: No one wants to post selfies with branded pens.
Solution: Shift the focus. Don’t push fee earners to be influencers — make it easy for them to build relationships. A high-quality gift or branded thank-you can do the talking for them.
Related reading: Quality vs Quantity: The Art of Gifting for Maximum Impact
See how smart gifting turns appreciation into loyalty in this guide to solicitor client retention.
5. “We’re not getting enough referrals.”
Translation: We’re visible to clients but invisible to colleagues.
Solution: Solicitors refer people they remember. Your merchandise should appear in their drawer, on their desk, or in their bag—and your name should accompany it.
Related reading: Why Solicitors’ Best Referrals Come from Other Solicitors
Want a deeper dive into referral-building through merch? Read: How Branded Merchandise Wins Solicitor Referrals
6. “We can’t afford big marketing campaigns.”
Translation: We don’t want to burn cash for low return.
Solution: You don’t need to. Modest, meaningful gestures often outperform grand, forgettable ones. The ROI of a well-placed gift is surprisingly high.
Related reading: The Cost of Neglect: What Happens When You Don’t Show Client Appreciation
7. “I don’t know where to start.”
Translation: There are too many options and not enough time.
Solution: Start small, but start smart. Begin with branded merch that gets remembered and creates referrals. (That happens to be our speciality.)
📚 Solicitor Growth Series
Explore the full blog series designed to help you solve real marketing challenges:
TL;DR: Legal marketing shouldn’t be chaotic, awkward, or expensive. With the right tools (and partners), it can be strategic, subtle, and scalable.
Discover solicitor-friendly gifting strategies that win loyalty and referrals.
See how we help firms build better client relationships through branded appreciation.
