What are the Top Marketing Challenges Facing Law Firms?

Solutions to the biggest marketing obstacles facing legal experts

Let’s face it…most law firms aren’t the most tech-savvy of businesses.

In fact, the legal industry is notorious for being laggards when it comes to embracing new technology. This becomes apparent when you consider that prior to the pandemic, most firms still used paper filing systems.

What’s more, digital marketing for law firms is more complicated compared to other businesses because governance, compliance and rules for the promotion of legal services are much more stringent.

When it comes to attracting new clients, the stakes are incredibly high too. As a result, it can be challenging for law firms to attract new clients—and even harder to keep them.

According to the 2019 State of U.S. Small Law Firms Report by Thomson Reuters, 30 percent of small law firms (categorized as firms with 0-29 lawyers) cited “advertising or marketing” as one of their top 3 challenges. This report surveyed 708 small law firm owners and a panel of 73 small firm lawyers across the United States.

If you are among the many small firms concerned about advertising and marketing, then perhaps it’s time to hire an attorney marketing expert before your firm falls behind in the race to attract new clients, grow your practice and outperform your competitors.

What are the most common digital marketing challenges for law firms?

Today’s online economy constantly pushes the bar higher for law firms. While many traditional challenges remain, such as developing a trusted reputation and attracting clients with high-value cases, new issues arise when talking specifically about digital marketing.

For example, when it comes to attracting new clients online and growing your client base, law firms must find a way to position themselves and their websites in a way that stands out from competitors—namely by achieving higher rankings in the search results.

Here are the 3 most significant marketing issues that law firms face today:

1. Niche-specific marketing

Challenge: Law firms come in all shapes and sizes. You’ve got the small boutique firms, the big corporate giants and everything in between. Some firms focus exclusively on certain practice areas such as personal injury law, family law, tax law or criminal defense, while others take a broader approach by accepting most types of cases.

So how can lawyers target the right audience based on what cases they want?

Solution: Pay-per-click (PPC) marketing can be an invaluable digital marketing tactic when seeking niche cases. Google Ads is one of the top paid advertising platforms law firms can use to create highly targeted copy for specific niches and keywords.

Since every law firm is unique, there is no standard PPC marketing strategy that works for all law firms. For this reason, you’ll need a custom paid advertising strategy in place to see results.

2. Following up with leads

Challenge: Another challenge legal professionals face is how to effectively manage, track and follow up with the leads they get. Although many firms maintain at least a basic online presence nowadays, some still rely heavily on traditional methods for generating leads such as listing their business in the yellow pages or plastering their ad on a billboard or bus. The problem becomes setting up a system to manage the leads your firm receives from various digital and traditional sources.

Solution: Getting qualified leads is hard enough, but converting them into paying clients is an entirely different story. On average, it takes a law firm 6 to 8 “touches” to close a deal and sign a contract. Legal practitioners must stay on top of their game at all times and constantly be in touch with their leads. A dynamic and robust CRM (customer relationship management) system can be an essential tool for helping firms better manage clients, work and priorities.

3. Keeping up with competitors

Challenge: In the modern legal world, competition from other law firms is inevitable. As a result, many attorneys and firms have trouble keeping up with their competitors—particularly in the digital marketing space. This is partly because it’s easier for prospective clients to shop and compare online through various legal directories. As a result, many lawyers are unable to keep up with the latest trends and technology that could give them just the edge they need.

Solution: First, it’s important to fully understand your market. There are many marketing research tools to find out who your competitors are and find out which law firms in your city are doing the best job of ranking at the top. Next, see what they’re doing differently than your own firm to get some ideas of how to improve your own practice’s marketing strategy.

Legal marketing isn’t for beginners

Law firm marketing is laden with obstacles, missteps and potholes if you fail to properly understand the digital marketing environment. Fortunately, there’s still a simple solution that can help you overcome all of these top legal marketing challenges and more.

Hire an experienced law firm marketing agency.

Lawyers are experts in legal matters, but most don’t have the time, energy or desire to master the nuances of digital marketing. You’re probably busy with a lot of administrative tasks that come along with managing a law firm, so it’s easy to get behind in marketing and social media efforts.

Some marketing strategies may work well for one firm but not for another firm. For example, an SEO strategy that focuses on building links may work well for a general practice law firm’s website, but it’s not a cure-all. Link building could be less beneficial to a niche practice website since it competes within a specific niche.

The best solution is a custom one—and that’s where Brown Bag Marketing comes in! Our experienced legal marketing experts can help you overcome any challenges your firm faces and help you get the best results. Contact us today to get started!

Elizabeth Roos

Account Manager

What’s in my bag?

“My bag is filled with a pen of every of color, three different snack options, a small multi-use tool kit, a game of travel Yahtzee, and … oh wait … I had to take that out because my bag was over the weight limit! Needless to say, I’m ready for anything life throws at me.”

No two days look alike for Elizabeth. She wears many hats to support the client services team, and rumor has it, she can switch them out using only her mind, just like Eleven from Stranger Things. She honed her mental powers at Washington and Lee University with a bachelor’s in art history. Prior to Brown Bag, she worked as an intern for Camp Twin Lakes, a local non-profit, and Tribe Inc., an internal communications agency.

When Elizabeth’s not running around our Buckhead office, you can find her hitting the pavement for half marathons, hiking, hanging out with friends and family, or checking out the latest exhibit at the High Museum.

Laurie Michaels

President

What’s in my bag?

“Family photos, assorted lists (with 6 kids, there are lists of lists), and depending on the day, the family pup, Lotto.”

During Laurie’s career, she’s worked in virtually every operational capacity, from strategy to execution to marketing to training. She can plan, she can evaluate, she can write things, she can manage things and she can sell things. She’s taken what she’s experienced and used it to synthesize comprehensive insights into how operations work well: that means equipping people, establishing processes, and driving results.

Basically, Laurie is a can-do gal with a lot of heart. She looks at Brown Bag’s goals and applies her talents to making sure we have what we need to reach them. Call that role what you will: Driven Leader, Level-Headed Project Manager, Committed Quartermaster, or One-Woman-Optimization Machine. We’re just thankful she looks out for us and our clients.

So, really: how can she help you?

Lindsey Lynes

SVP, Strategic Accounts

What’s in my bag?

“All the (cool) mom things, a quick laugh, an old school calculator, a professional book or two, and a stubborn refusal to fail.”

The only thing larger than Lindsey’s role at Brown Bag is the size of her heart. Coupling her enthusiasm with her deep concern for the people around her, she is a driving force that keeps Brown Bag moving successfully forward. As our VP of Strategic Accounts, Lindsey leads brand and business strategy for a portfolio of clients, as well as a team of marketing professionals. Aligning her client’s goals with the roadmap to get them there, she is focused on developing the right people and the appropriate solutions to ensure long-term success. Ever evolving and multi-dimensional, Lindsey leveraged her technical and business acumen to lead Vetlocity, a loyalty-based rebates and rewards start-up, and her passion for growing talent as the VP of People and Culture, before heading up her current team. With Brown Bag since the beginning, Lindsey combines her experience across marketing, HR, operations, and finance to bring the right mix of creative solutions to meet an organization’s needs.

When she isn’t guiding her clients or the next generation of professionals, Lindsey stays busy leading her two young children in many of the same things—positivity, showing up, and leading with grit and grace. Lindsey was born and raised in Georgia, but now enjoys calling coastal Connecticut home. She holds a BS in Marketing and Sales and a Certificate in Business Leadership from The University of Georgia and is SHRM certified.

Proudly Supports

Kids in Crisis, a non-profit organization in which trained Crisis Counselors help children and families cope with unsafe situations, family conflicts, substance abuse, mental health issues, school problems.

Jerry Lewis

SVP, Creative

What’s in my bag?

“A competitive nature is in my bag. I’m a very involved, hands-on kind of guy who would rather be an active participant than sit on the sidelines and watch. This is evident at my job. And it’s the experience I’ve gained by working with great people for many years.”

Working on multiple projects while being in several places at once may seem impossible, but not for Jerry Lewis. Although he’s never admitted to having been cloned, how else do you explain his ability to successfully lead a creative department, attend countless meetings, field thousands of emails, teach design classes and coach about a dozen different sports? Okay, we’re not sure how he does it either, we’re just glad he does. During his tenure as a Creative Director, Jerry has worked on big name clients like Pfizer, Allergan, Bridgestone Sports, Precept, Carvel Ice Cream, E-Z-GO, and Piccadilly Cafeteria to name a few. He has also received ShowSouth, Addys, CTAM Awards and has had his work featured in Communication Arts and PRINT.

One glance into Jerry’s office is all it takes to realize he’s a huge Gator fan, which makes sense considering he graduated from the University of Florida (which also helps explain his love of jean shorts and tank tops. Just kidding, he would never wear a tank top.) Jerry is also an esteemed graduate of the Portfolio Center where, as mentioned before, he teaches design. Outside of work, he is a devoted husband and dad as well as an amazing golfer.

Izzy Barrett

Senior Account Executive

What’s in my bag?

“A notebook, chocolate covered espresso beans, a book of jokes and the NY Times Best Seller magazine.”

If you’re looking for fierce enthusiasm with full attention to detail, you need Izzy. And with phrases like, “that’s Izztastic” or “let’s Izzify it” floating around the office, it’s clear she’s made a positive impression on all of us. As an Account Executive, Izzy’s skillset is golden. Day-to-day, she facilitates successful initiation, planning, execution, monitoring and delivery for her clients. She’s always open to a new challenge or helping her colleagues with a complex project. Izzy is sharp, eager to succeed and a compulsive over-deliverer. Prior to taking on her current role as Account Executive, Izzy led the sales team for an animal health start-up.

Outside of the office, Izzy enjoys staying active and playing in sports leagues, traveling and spending time with family.

Kelly Campbell

Account Director

What’s in my bag?

“My journal of quotes and ideas, a book, a snack, and some lip gloss because I like to do everything with an extra bit of style and sass.”

Witty, intelligent, and up for any challenge, Kelly brings her enthusiasm to everything she does. Whether she’s planning her next trip or preparing for a new business pitch, she keeps her passion for helping people at the top of her list. Prior to business development, Kelly lead talent acquisition and still drops in the talent office from time to time. Before Brown Bag, Kelly was an Executive Recruiter for The Intersect Group. She graduated with a degree in Intercultural Studies of Business and French from Wofford College where she was also a member of the women’s soccer team.

Outside of work, Kelly enjoys spending time outdoors, adding stamps to her passport, reading, writing, and dancing—and she’s always up for a new adventure!

Jen Cole

Senior Designer

What’s in my bag?

“Sticky notes, colored markers and miniature succulents to inspire creativity.”

Jen’s love for color and creativity is apparent in every project she touches. We say, ‘shine on, wild woman!’ And after you experience Jen’s inquisitive and vibrant personality, we’re confident that you’ll feel the same. Jen is a Senior Designer on our creative team. She digests requirements and deliverables in a snap, likely due to her experience with creative agencies and teaching at the Creative Circus. Jen attended the University of Georgia and received her Bachelor’s in English and Women’s Studies, as well as the Creative Circus where she studied Graphic Design.

Outside of work, Jen likes to play tennis, watch anime and hone her amateur gardening skills.

Jessica Gorman

Copywriter

What’s in my bag?

“Creativity, a giddy passion for beautifully written prose and a pack of gum for fresh breath.”

Jessica makes her role as an Account Supervisor look easy. She’s a creative thinker, team player and always up for a new challenge. Before becoming a Bagger, Jessica was a writer and on-camera personality for NASCAR. She graduated from the University of Alabama where she earned a bachelor’s degree in Public Relations.

Outside of work, Jessica enjoys traveling, taking Pilates classes, cheering on the Alabama Crimson Tide, curling up with a good book or trying a new local restaurant.

Kirsten Humphreys

Senior Front End Developer

What’s in my bag?

“A hard working, positive attitude with the uncanny ability to take whatever is thrown my way.”

A resourceful and astute problem solver, Kirsten has never met a challenge she couldn’t handle. As our Software Developer, Kirsten is responsible for front-end development and QA testing. No matter the task, if Kirsten’s on the job, it’s as good as done. Kirsten previously worked at Marc Jacobs and graduated from Savannah College of Art and Design.

Outside of work, Kirsten enjoys searching for her next favorite restaurant, exploring new cities and spending time with her nieces and nephews.

Dave Kuhn

Associate Creative Director

What’s in my bag?

“A trove of random references, movie quotes and impressions.”

As Associate Creative Director, Dave translates the strategic goals of each client and transforms them into thoughtful, clever and effective creative. Prior to joining Brown Bag, he worked on projects for well-known brand identities such as King of Pops, Clemson University, and notable spirit, beverage and industry clients. Dave also conceived and directed custom video content for Cox Automotive’s NASCAR driver teams and created award winning corporate design for Woodruff Arts Center in Atlanta.

Outside of work, Dave enjoys traveling with his lovely wife, visiting coastlines, single malts, playing with his dogs, listening to vinyl records and seeing live music.

Brandon Levoy

Director, Digital Marketing

What’s in my bag?

“My phone, wallet, a protein bar – and probably a dog toy or two.”

As a Senior Account Supervisor, Brandon strives to hone his talents at the intersection of thoughtful strategy and creative solutions. The combination makes him a skilled client partner -and one of our favorite players at company game nights. He is a designer and strategist at heart, with client experience across several industries, including campaigns for Publix, The Home Depot, Michael Kors, Whole Foods and Disney.

There’s no question about it – this guy is sharp. Brandon was Valedictorian of his high school before going on to graduate top of his class from the University of Florida. Outside of work, Brandon enjoys working out, eating healthy, drinking margaritas and hanging out with his fiancé and two golden pups!

Tricia Peters

Senior Account Director

What’s in my bag?

“A planner to stay organized, coffee for unlimited energy, a positive attitude and a sense of humor to keep things light.”

As Director of Strategic Accounts, Tricia (“TP”) manages projects with a cool, calm demeanor. Her determination to help others shines in her projects and random needs around the office. And her resilience is commendable. Not only has Tricia been in the Brown Bag family more than 12 years, she’s held several different positions during her tenure. But that’s not because she’s indecisive – she’s a quick learner and eager to bridge the gap whenever necessary. Simply put, Tricia is a dream come true for our team and clients.

Tricia enjoys traveling, spending time with family and friends, pushing herself at boot camp, spending time outdoors and cheering on her favorite football team, the Alabama Crimson Tide.

Brandon Sisia

Designer

What’s in my bag?

“I like to travel light and only stock up on the essentials. A MacBook computer, pair of headphones, a water bottle and my love of all things design.”

A young creative with an old-soul, Brandon comes to Brown Bag all the way from New York City where he attended Fordham University and graduated with a BA in Visual Arts. As a Junior Designer, he will be developing engaging design solutions while collaborating with our awesome team of creative Baggers.

Outside of business hours, you can find Brandon listening to various genres of music, learning to fish, or shooting hoops.

Rob Williams

Lead Front End Engineer

What’s in my bag?

‘Everything . . . it’s a big bag!’

Although he describes his role as that of an Interactive Henchman, Rob is an affable curmudgeon whose role at Brown Bag is continuously expanding because he not only meets every challenge, he crushes them like an SEC team playing in the national championship. Before Brown Bag, Rob worked for Internet Gaming Inc., where he did UI design for online gaming. He also worked for Virtual Magic where he specialized in Web and Flash development. Rob has a degree from AIA in 3D Modeling and Animation and a degree from SPSU in Game Design and Development.

Outside of Brown Bag, Rob is into volleyball, old cars, and collecting lawn trolls.

Randall Wunder-smith

Senior Copywriter

What’s in my bag?

“Empathy, honesty, a yearning for transformative truth and a sense of humor. Also: a terawatt-powered BS detector, which I self-apply regularly. Every creative needs one.”

Does Randall work at Brown Bag? Well, yes. But it’s more than that. Randall writes at Brown Bag. There’s a big difference – as big as the ideas he uses to propel our clients into brighter, more compelling stories for their businesses. And don’t let his penchant for wit and deadpan fool you. Randall’s a deep guy, ready to pour himself into understanding a client’s industry and build authentic connections with their customers, all with the right selection of the right words. It all started when he completed his BA and MA in English from Auburn University. He’s also got years under his belt as a retail grocery worker, even more time spent in college-level faculty development and a fair amount of freelance canoodling in web design.

When Randall’s not translating great ideas into impeccable copy, he’s got no shortage of hobbies and interests, including, but not limited to: tabletop gaming, speculative fiction, miniature painting, miscellaneous nerd culture, beer, etymology, Icelandic sagas, the intersection of secular humanism and mystical thinking, and relationships worth investing in. And cats. Lots of cats.

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Hunter Abell

Front-end developer

What’s in my bag?

“A board game to break the ice, a book with a great story, some tickets to an Atlanta United game, and an adventurous, can-do attitude.”

A hard worker with a real propensity for Google-Fu. Hunter excels at problem solving and meeting challenges head-on. He has never met a challenge he couldn’t tackle. As a Front-end developer, Hunter is in charge of building badass websites to meet all your needs. He is passionate about creating fun and memorable pages. Hunter has previously worked for Laneway Education in Sydney, Australia and graduated from Berry College with two degrees: Creative Technologies and Business Management.

Outside of work Hunter loves all things hiking, biking, ultimate frisbee, board games, bourbon, and finding new adventures wherever he goes.

Aimee Simmons

Project Manager

What’s in my bag?

“Color notecards/pens for jotting down creative solutions, sunglasses to see a new perspective, and a funny take on life.”  

As a Project Manager for Digital, she builds strategic puzzle pieces into BIG picture realities. She has 8 years of experience as a marketing project manager. With her sharp eye for detail and creative problem-solving skills, Aimee manages numerous integrated deliverables for a variety of digital marketing strategies, initiatives, and communications for our clients. She also brings extensive experience working with non-profit organizations and development teams. 

Aimee is an Atlanta native. Outside of the office, she enjoys exploring historical sites with her hubby, attending Broadway plays at the Fox Theatre, taking her shichon pup on sniff ‘n strolls, writing, and mentoring younger women. 

Hollie Rivers

Account Manager

What’s in my bag?

“Chapstick, a notebook, PILOT pens, dog treats (you never know when you’ll meet a new friend), and also a snack.”

Hardworking, clever, and a creative problem solver at heart, Hollie is known best for ultimately being of help in any way she can. With 5+ years of experience in creating and implementing effective marketing strategies and campaigns for Atlanta-based nonprofit organizations, and developing relationships, she is skilled in all facets of marketing, and always actively looking to learn more to help better serve clients. 

When not in the office, you can find Hollie hiking with her dog Kylo, storytelling at a local farmer’s market, caring for foster kittens, or grabbing a drink outside on a rooftop somewhere.

Maddie Rosenbaum

Graphic Designer

What’s in my bag?

“My bag is a black duffle, and over the weight limit. Filled with an outfit for every occasion and a planned color coded itinerary… My OCD travels with me everywhere.” 

Maddie’s role at Brown Bag Marketing is to create and produce content to be posted online, increase traffic to clients’ social media and appeal to target audiences. Creating posts, pages, and applications to attract consumers. Coworkers describe her as “the one with the color coded calendar” or “large iced coffee in hand”. After attending Mississippi State University, she moved to Atlanta to pursue her Graphic Design career.

Outside of work she usually is taking a nap, binge watching another season of Real Housewives, or cheering on her bulldogs with a cowbell in hand. 

Victoria Petrosky

Designer

What’s in my bag?

“X-acto knife, quarters for the nearest pinball machine, and chicken red curry… doesn’t matter the time of day, I will devour it.”

Victoria’s goal at Brown Bag is to unveil new and surprising design solutions through hard work and happy accidents. She is a go-getter who loves doing creative deep dives. She takes critiques and runs with them, all while being her goofy and wildly supportive self. Victoria graduated from Emerson College where she received a bachelor’s in Theater Studies. She then went on to attend the Creative Circus with a focus in Graphic Design.

When Victoria is not designing, you can catch her in North Georgia hiking or relaxing at a winery. 

Ellen Regan

Account Coordinator

What’s in my bag?

“A book, coffee at all hours of the day, and pop-culture knowledge that no one asked for.”

As a Social Media Specialist, Ellen is all things social strategy. She coordinates our organic social accounts and is always thinking of creative ways to implement forward-thinking strategies. An Auburn University graduate, she studied Public Relations and Marketing and is constantly trying to further her knowledge! 

Outside of work, Ellen enjoys trying a new restaurant (specifically Italian), watching tv shows that will probably get cancelled, or grabbing a drink with a friend.

Ally Nastasi

Digital Marketing Analyst

What’s in my bag?

“Purple pens (because why use black?), emergency candy, and a deck of playing cards.”

As a digital marketing analyst, Ally is powered by consumer research and data analytics. She uses audience insights, site analytics, and more to win new clients and support digital strategy for existing clients. Ally is a proud graduate of the Georgia Tech Scheller College of Business where she earned a B.S in Business Administration and a minor in Engineering and Technology.  If she could have a superpower, she would be mermaid who can control water and hold her breath like a fish –Think H2O meets Katara from “Avatar, the Last Air Bender!” 

Outside of work, Ally is likely watching reruns of Survivor, playing Settlers of Catan with friends, or seeking out the best ice cream places in Atlanta (or even making her own)!

Ashley Nix

Director, Social Media

What’s in my bag?

“Gratitude journal, gum, calculator to determine result rates, and my phone loaded with social apps!”  

Since the days of AOL chat rooms and MySpace, Ashley’s fascination for the sense of community built through social media drives her passion for social strategy and engagement. That said, Ashley wants to help your brand nurture and grow your social community with support of insights and analytics that informs content strategy.

Long before Brown Bag, Ashley studied Television Production at The University of Florida and is a proud Gator grad, never missing a football game. She started her career at The Weather Channel which ignited her now passion for weather (tornado chasing is on her bucket list) and social media marketing as she Tweeted weather updates throughout her shift.

When Ashley’s not on social for her clients she’s engaging with her personal followers and probably sipping on a glass of red wine with a reality show on in the background.

Dan Michaels, CEO

What’s in my bag?

“A laser focus on showing how Brown Bag Marketing can radically improve the future for our clients. And, if I’m honest, a bunch of really cool costumes that I picked up at Party City.”

Probably 50 percent of Baggers know Dan as the guy who went full Grinch for Halloween (his favorite holiday); the other half sees him in his everyday costume, Mr. Enthusiasm.

He’s here to make people’s work develop to its full potential, as fast as he can make that happen. He’s all about helping others grow. Not surprisingly, Dan doesn’t talk much about himself. He wants to talk about whomever he’s talking with. Hey, you could be next.

And if so, you should know he’ll bring unparalleled sales acumen to the conversation. Hold up: that doesn’t mean schmaltz. Turns out they don’t teach that at Emory’s Goizueta Business School, where Dan earned his MBA. Instead, whether he’s talking with a designer, a client, or a prospect, he’s always hunting for a way to take what they do and make it great. You will not find a more energetic, innovative cheerleader for your business’s success.

Put simply, the guy’s a human accelerator. Just don’t ask him to present to your Board on Halloween, unless they’re into gorilla suits.

Proudly Supports

Turning Point, a non-profit organization that improves the quality of life for women with breast cancer by providing, promoting and advocating specialized and evidence-based rehabilitation.