By Tom Stansfield, Founder of Legal Growth
Marketing has long been a challenge for law firms. Traditionally reliant on referrals and reputation, many firms have struggled to embrace modern marketing strategies. But the Legal Growth Marketing Report 2025 highlights a clear shift; firms are beginning to recognise marketing as a fundamental driver of business growth.
One of the most striking findings from our report is that 82% of law firms now invest in digital marketing. However, while investment has grown, execution remains inconsistent. Only 43% of firms have a defined marketing strategy, with many still adopting a reactive approach.
Social media continues to be a key route to market, but not all firms are using it effectively. LinkedIn remains the dominant platform, with 76% of firms actively engaging, while platforms such as Instagram and TikTok see lower adoption rates. Interestingly, firms that post on LinkedIn at least twice a week report significantly higher engagement and lead generation.
Despite an increasing reliance on digital channels, only 37% of law firms have an active SEO strategy, and even fewer (22%) invest in regular content marketing. This is a major missed opportunity. Firms that prioritise SEO and content creation see an average of four times more website traffic and three times more inbound inquiries compared to those that don’t.
Those that do engage in content marketing are seeing success, particularly when combining articles, video content, and thought leadership pieces. Short-form video is proving particularly effective, with law firms using video seeing engagement rates 60% higher than those relying solely on text-based content.
Data is playing a bigger role in legal marketing, yet adoption of CRM systems remains low, with just 29% of firms utilising a CRM to manage client relationships and marketing efforts. The firms that do embrace CRM tools report significantly better client retention and conversion rates.
The firms leading the way in marketing are those using data to make informed decisions. Marketing teams that track and analyse their results are 70% more likely to see a positive ROI from their efforts. Yet, a large proportion of firms still do not measure key metrics such as conversion rates, cost per lead, or return on advertising spend.
The rise of brand positioning
Another trend gaining traction is the importance of brand positioning. Firms with a clear brand message and consistent visual identity outperform those without by a considerable margin. 65% of firms that reported strong growth over the past year attribute part of their success to brand consistency and differentiation.
With increasing competition in the legal sector, firms must do more to stand out. The days of simply listing legal services on a website and hoping for the best are long gone. Firms that actively position themselves as thought leaders and specialists in their field see higher levels of trust and engagement from potential clients.
The message from the Legal Growth Marketing Report 2025 is clear: marketing is no longer an afterthought, it’s a crucial driver of business success. Firms that embrace digital marketing, invest in SEO and content, leverage data, and build a strong brand will be the ones that thrive.
At Legal Growth, we’ve seen firsthand how firms that adapt to these trends achieve sustained success. The legal sector is evolving, and those who fail to prioritise marketing risk being left behind.
The good news? There’s still time to take action. The question is: will your firm embrace the opportunity?
Tom Stansfield is a seasoned marketer, entrepreneur, and business growth specialist with over 15 years of experience. He helps ambitious businesses scale through strategic marketing, branding, CRM implementation, website design, and social media. He’s the author of ‘Success-ion - 101 Tips to grow your estate planning business’ and regularly shares insights through his blogs and webinars. Learn more at www.tomstansfield.co.uk.
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