Why should law firms use Herkess Marketing?
Most law firms could achieve much greater success with a clearer competitive advantage.
Too many offer exactly the same things, look and sound alike and when asked what makes their firm special, they all tell clients the same thing, ‘our people’. This makes it almost impossible for potential clients to pick between firms.
I’ve worked as an in-house marketer at a law firm and with a variety of legal services businesses whilst working at marketing and PR agencies. 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 a good strategy, consistent messaging and engaging marketing activity can take a load off their shoulders.
My one-day-a-week model makes it easy for firms to get a law firm marketing service that delivers senior-level expertise, strategic consultancy, and high quality day-to-day tactical delivery on an ongoing basis.
Want to accelerate your firm’s growth? Book a discovery call with me.
Strategic marketing consultancy for law firms
I’m Emma Radcliffe and I offer high quality law firm marketing services on a one-day-a-week basis.
I am a specialist legal marketing consultant who provides strategic leadership and hands-on delivery to help ambitious law firms grow, without the overhead of a full-time hire.
I help independent firms and other legal businesses to find a clear competitive advantage then communicate it internally to fee earners and externally using traditional and digital marketing tactics.
The legal services industry is fiercely competitive, which makes marketing a law firm marketing tough. Having an effective marketing strategy and quality marketing materials can make a huge difference to how hard law firms and their fee earners have to work to bring in new clients.
Free business attractiveness audit
Not sure if your law firm needs help with your marketing? I offer a free business attractiveness audit to help you get a neutral perspective on how successful your marketing is, and how attractive your firm/legal business is to your ideal clients.
Click on the link below to find out more.
Strategic marketing for law firms
I provide a complete, end-to-end competitive advantage consultancy and ongoing law firm marketing service. 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. This will in turn give fee earners confidence in what they’re saying to prospective clients.
- Build your brand: Communicate that competitive edge to existing clients, 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.
I can deliver this as part of an ongoing marketing retainer, or as a stand alone service.
I’m very upfront about my pricing, which you can find on my pricing page, so if you’re interested in finding out more, book in a quick chat with me.
"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
Law firm marketing services offered
My one-day-a-week model is an ideal solution for smaller law firms, solicitors’ 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 senior legal marketing expert.
I can work alone or with your existing marketing team to deliver services they may have less confidence in, and/or I can guide and/or support their efforts.
SEO
Local SEO: Getting your practice to show up at the top of Google Maps and local search results when people nearby need help.
On-page SEO: Sorting out your website copy, structure, and headings so Google clearly understands what your practice areas are.
Off-page SEO: Building your website’s reputation and authority across the web so you rank higher than your competitors.
PPC
Google Ads: Setting up ads to appear in Google and capture potential clients the exact moment they are looking for legal representation.
LinkedIn: Using the platform’s reach to get your firm’s commercial expertise directly in front of businesses and corporate decision-makers.
Campaign optimisation: Keeping a close eye on the data and tweaking your ads so you get more enquiries without wasting your budget.
Content Marketing
Collateral: Writing and structuring digital or printed materials that your team can use to back up their business development conversations.
Blogs: Writing regular, informative, plain-English articles that answer client questions and naturally bring people to your website.
White papers: Helping your fee earners put together helpful guides that show off your firm’s specialist knowledge.
Marketing Strategy
Marketing audits: Looking closely at all your current marketing activity, messaging, and channels to see what is actually working, what isn’t, and where the gaps are.
Competitive advantage: Working out what makes your firm different so you can stand out in a market where everyone looks the same.
SOSTAC® framework: Using a clear, structured planning method to make sure your marketing goals actually match your business goals.
PR & Social Media
Traditional: Getting your firm featured in regional press and trade publications to build mainstream credibility and trust.
Digital: Spreading your team’s insights and news across online platforms to keep your practice visible and relevant.
Social media: Building a consistent, professional presence on platforms like LinkedIn so you stay top-of-mind with your network.
Directory/Bid/Award Entry Writing
Bid writing: Helping you write clear, convincing proposals and tender responses to help your firm win more formal commercial contracts.
Award entry writing: Putting together persuasive entries that highlight your firm’s successes and help you stand out.
Legal directory submissions: Taking the stress out of the time-consuming submission processes for directories like Chambers and The Legal 500.
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.
My approach is to draw on a range of tailored law firm marketing services – e.g. paid advertising (PPC), conversion rate optimisation (CRO), content marketing and SEO – depending on which is the most appropriate, to drive new clients to you.
Whether you’re a solicitor, attorney, or a legal services business, I’ll tailor activity to your practice areas and ideal clients, ensuring your firm reaches the right audience at the right time, with the right message.
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 law firm’s 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 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 you will have 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.
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 team’s expertise into high-performing content that stands out online, and brings in fee-paying client work.
“Our People”
Is that still what your fee earners say when asked what makes your firm different?
Ready for a better answer?
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 to craft compelling PR campaigns and undertake activity, from award and legal guide submissions (e.g. Chambers, The 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.
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 law 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 I come in. I help law firms and legal businesses to build consistency across their brand and all of their 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.
Law firm marketing strategy & tactical delivery
A strong marketing strategy is the foundation of sustainable growth for any legal business. As part of my law firm marketing services, 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, I’ll 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 smaller 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.
Traditional marketing (collateral) for law firms
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.
FAQs
How much does a legal marketing consultant cost?
I specialise in working with small-medium 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 exactly is SEO and how long does it take for it to work for law firms?
It’s best to think of SEO as 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).
Think of it 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 consistently tended them over time. This is why it’s good for small-medium 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 I use 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.