Attorney advertising guidelines

Welcome to the Legal Marketing Core Course. Please read the following important information before proceeding.

The content provided in this course is intended to educate and inform attorneys about marketing practices relevant to the legal field. However, the use of any materials, strategies, or recommendations must strictly comply with the ethical standards and advertising regulations applicable in the attorney’s jurisdiction.

Legal advertising rules vary significantly between states, provinces, and countries.

Participants are responsible for understanding and following the specific ethical codes, bar rules, and regulations governing lawyer advertising in the regions where they practice or intend to apply these marketing techniques.

This course does not provide legal advice regarding compliance. Attorneys should consult their local bar association or regulatory authority for guidance on advertising rules and ethical obligations.

Use of this course’s content is at your own risk, and it is your duty to ensure that all marketing and advertising activities conform to the applicable legal and ethical standards.

Thank you for committing to responsible and principled legal marketing.

Legal Marketing Core Course (LMCC)

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Module 0: Read this first before proceeding

  • Course Instructions
  • Course Compliance
  • Attorney advertising guidelines
  • Ethical practices in legal marketing
  • Using the word EXPERT for advertising purposes
  • Traditional marketing vs legal marketing

Module 1: Introduction to Legal Marketing & Sales

  • Module Overview
  • Lesson 1 - The current state of the legal market
  • Lesson 2 - What is marketing?
  • Lesson 3 - What is legal marketing?
  • Lesson 4 - The difference between marketing and sales
  • Lesson 5 - The difference between traditional marketing and digital marketing
  • Lesson 6 - What is a market?
  • Lesson 7 - The total addressable market (TAM)
  • Lesson 8 - What is relationship marketing?
  • Lesson 9 - What is a marketing plan?
  • Lesson 10 - SMART Goals
  • Lesson 11 - Segmentation and Positioning
  • Lesson 12 - The marketing mix
  • Lesson 13 - Concepts of goods, services, and ideas
  • Lesson 14 - Environment in which legal marketing operates
  • Lesson 15 - Behaviour of the consumer of legal services
  • Lesson 16 - Conducting market research
  • Lesson 17 - Selecting the target market for a legal service provider
  • Lesson 18 - How to set prices for legal services
  • Lesson 19 - Concepts of advertising and public relations
  • Lesson 20 - The concept of value proposition
  • Lesson 21 - How to create a value proposition for a law firm
  • Lesson 22 - The concept of unique selling proposition (USP)
  • Lesson 23 - The sales funnel and its stages
  • Lesson 24 - The concepts of up-selling and cross-selling
  • Lesson 25 - What is prospecting?
  • Lesson 26 - What is a sales pitch?
  • Lesson 27 - What is lead generation?
  • Module Quiz
  • LMCC MOD1 - Module Transcription.pdf
  • LMCC MOD1 - Slide Deck.pdf

Module 2: Building a legal marketing plan for your legal practice

  • Module Overview
  • Lesson 1 - What is a legal marketing plan?
  • Lesson 2 - The components of a legal marketing plan
  • Lesson 3 - The executive summary: understanding its role and key elements
  • Lesson 4 - How to write a mission statement that reflects your legal practice's values and goals
  • Lesson 5 - Conducting a market analysis: tools and techniques
  • Lesson 6 - Applying SWOT analysis to uncover strategic marketing directions
  • Lesson 7 - Identifying key competitors and analyzing their strategies
  • Lesson 8 - Creating a buyers persona for targeted marketing efforts
  • Lesson 9 - The importance of establishing clear and measurable marketing objectives
  • Lesson 10 - Crafting a pricing strategy that aligns with your marketing positioning
  • Lesson 11 - Choosing the right channels to reach your target audience
  • Lesson 12 - Budgeting for marketing activities: Allocation and optimization
  • Lesson 13 - Putting everything together in a documented plan
  • Lesson 14 - Monitoring and adjusting a legal marketing plan
  • Module Quiz
  • LMCC MOD2 - Module Transcription.pdf
  • LMCC MOD2 - Slide Deck.pdf

Module 3: Executing a successful digital marketing strategy for a legal practice

  • Module Overview
  • Lesson 1 - Introducing the case study: Anderson and Smith LLP
  • Lesson 2 - Reviewing the legal marketing plan before moving forward
  • Lesson 3 - The social media marketing strategy for Anderson & Smith
  • Lesson 4 - The content marketing strategy for Anderson & Smith
  • Lesson 5 - The paid advertising strategy for Anderson & Smith
  • Lesson 6 - The community management strategy for Anderson & Smith
  • Lesson 7 - The SEO strategy for Anderson & Smith
  • Lesson 8 - The email marketing strategy for Anderson & Smith
  • Lesson 9 - Website optimization and automations for Anderson & Smith
  • Lesson 10 - Measuring results and applying changes to the legal marketing plan
  • Lesson 11 - Documenting lessons learned for future legal marketing strategies
  • LMCC MOD3 - Module Transcription.pdf
  • LMCC MOD3 - Slide Deck.pdf

Course Resources

  • Welcome to the Resources section
  • LMCC Course Exercise.pdf
  • LMCC Action Items & Strategies.pdf
  • LMCC Legal Marketing Plan.pdf
  • LMCC Resource - 97 marketing terms that every lawyer needs to know.pdf
  • LMCC Resource - Setting realistic marketing goals for a law practice A strategic approach.pdf
  • LMCC Resource - Measuring the impact and ROI of legal marketing efforts.pdf
  • LMCC Resource - The key elements of a comprehensive legal marketing strategy.pdf
  • LMCC Resource - Budgeting and Resource Allocation.pdf
  • LMCC Resource - The power of client reviews and testimonials in legal marketing.pdf
  • LDMI Resource - Recommended Books & Publications.pdf

Earn your Certified Legal Marketing Associate™ (CLMA) credential

  • Final Quiz Instructions
  • Final Quiz
  • What's Next?