Without a doubt, concerns about the spread of COVID-19 have impacted our personal and professional lives, and that is likely to continue for some time. Uncertainty and work-from-home protocols governed by an increased focus on physical distancing have dominated the business landscape in recent weeks. As a result of this, many small law firms and solo practitioners have been forced to re-think how they spend their resources.

As the world continues to hermit itself, many firms are in the same predicament: how do we continue to promote our services and generate quality leads while also being cognizant of a potentially dwindling budget. While the solution to this all too common problem isn’t black and white, there are a few effective and affordable things you and your firm can do to still remain relevant and economically viable during these uncertain times. 

It goes without saying that promotion is the bloodline of any business, particularly yours, and as such, eliminating your advertising during a time of crisis may severely damage or kill your overall business once the economy starts to open up again. Building and maintaining your brand is the way your clients – past, current and future – will be able to maintain their trust and recognition of you. They need to know that you are here and that you are weathering the storm. 

As a short-term solution, use these three marketing tactics to capitalize on exposure and make an impression on your target audience:

Enrol in a legal directory

Legal directories provide an inexpensive, yet effective way to market your firm. Listings in legal directories such as Legal Pro Finder or make it easy for potential clients to quickly find your firm and learn about your offerings. To help your listing stand out, make sure to include a compelling introductory paragraph and a comprehensive list of your practice areas. In addition to basic information about your firm’s location and business hours adding official staff photos can help set you apart from competitor firms. Likewise, including links to published articles and client reviews may win over prospective clients and prompt them to reach out.  

Manage your pay-per-click campaigns

Covid-19 has triggered a dramatic uptick in online participation and important changes in search and social media behaviour. Throughout the legal industry we’re seeing upwards trends towards certain practices (eg. employment law, immigration law, wills & estates) and a downturn in volume towards others (eg. business law, real estate law). In order to adapt to the current situation, it’s important to react quickly and focus your advertising investment in the right places. Make adjustments and ensure your budgets for any existing campaigns are allocated towards the most active areas of your business. 

If you haven’t already, consider setting up a pay-per-click (PPC) campaign where your firm’s ads are linked to a specific set of keywords that potential clients will use when searching for a lawyer online. When a user clicks on your ad, they are directed to a landing page that provides more details about how your firm can help. Focus these on the areas of your business that are providing the most value during this time, but don’t be afraid to continue to maintain your online presence for the areas currently experiencing a downturn. Because you are only charged when a user clicks on your ad, PPC ads typically have a higher ROI than traditional advertising.  

Using social media to your advantage

As it is ‘business unusual’ these days, firms are learning that this is not the season to be silent, rather it is the season to communicate and add value. During these unprecedented times, a strong online presence will positively impact your business operations as legal consumers are now turning to the internet for some form of real-time assistance. With firms around the world adapting to a new virtual reality, the use of platforms such as Facebook, Instagram and LinkedIn now serve a dual purpose as both a valuable communication tool and an alternative advertising platform. By leveraging the synergy from the use of multiple media platforms, your business can yield a favourable advertising impact at a reduced cost.

For more detailed information on how to effectively make use of social media today, watch this webinar on Social Media Strategies for Law Firms to learn how to revamp and fully capitalize on the platforms you currently use.

Although the natural inclination for most businesses is to cut back on advertising during uncertain times, those brands that maintain their ad budget and/or change their messaging can get a long-lasting boost in revenue and recurrent business. By making use of these inexpensive tips and speaking to your audience differently ensures that you’ll still be in the game once these pandemic clouds dissipate. We know that things are difficult at the moment, but Soulpepper recommends that you calmly assess your present business situation and plan accordingly. Now is the time to collaborate and brainstorm. Take advantage of this situation as your competitors panic and scale down their ad spend. 

As the world slowly returns to normalcy, you will be ready to take on a steady stream of clients.


  • Team soulpepper