INSIGHTS
Our top 10 tips for legal marketing success in 2025
Below we outline our tips for legal marketing success designed to help your law firm succeed.
Key topics discussed
MLT's predictions for the year ahead
For legal marketing success in 2025, it’s key to monitor new trends and technologies as they advance.
As the legal industry continues to evolve, driven by advancements in technology and changes in client expectations, law firms need to continue to stay competitive.
This means adopting modern marketing strategies which resonate with your potential ideal clients and differentiate your services in a crowded marketplace. Below, we outline some essential marketing tactics that will help law firms thrive in the coming year.
These include:
- Harnessing employee-generated content (EGC)
- The continued rise of video content
- Building your personal brand
- Adapting to Generative Engine Optimisation (GEO)
- Become active on Bluesky
- The importance of omnichannel marketing
- Adopting a digital-first mindset
- Authenticity as marketing advantage
- Exploring podcasts and multimedia content
- Making data-driven marketing decisions
1. Harnessing employee-generated content (EGC)
One of the most effective strategies for legal marketing success in 2025 is leveraging employee-generated content (EGC). By encouraging your legal team to share their unique experiences, insights, and behind-the-scenes moments, you can create a more authentic and relatable image of your firm.
This type of content not only builds trust but also significantly amplifies your reach through the personal networks of your employees.
Incorporating EGC into your marketing strategy can yield substantial engagement, often outperforming traditional corporate posts. This approach turns your staff into brand ambassadors who humanise your firm and showcase its culture and expertise.
EGC generates 800% more engagement than corporate posts and amplifies your reach through employees’ networks.
To ensure this is done correctly, develop clear guidelines and provide the necessary tools for your team to create and share content.
This could be as simple as writing blog posts, or sharing their own updates on their LinkedIn profiles or reposting your law firm’s LinkedIn page posts.
We’ve even been seeing some of our law firm clients gamifying this such that the content or LinkedIn champions within the firm receive personal rewards monthly or quarterly.
And that’s not even to mention the potential for a leaderboard of numbers of Google Reviews acquired per lawyer in your firm (which could, in the broad sense, also be considered to be EGC. The key is to ensure that the content remains genuine and reflective of their personal experiences.
2. The continued rise of video content
Video content is expected to account for 82% of all internet traffic in 2025 with platforms like TikTok, and YouTube driving both short and long-form video content.
Video content has become indispensable for law firms aiming to enhance their online presence. Whether it’s through explainer videos, client testimonials, or behind-the-scenes looks at your practice, video is a medium that captures attention and keeps visitors engaged longer.
Search engines prioritise video content, making it a powerful tool for improving your search engine rankings. Videos also allow complex legal information to be presented in an easily understandable format, which can be invaluable for potential clients.
In addition to traditional platforms like YouTube, newer formats such as YouTube Shorts and TikTok are favoured for their ability to deliver concise, engaging content. These short-form videos are ideal for capturing attention quickly and can be used to answer common legal questions, provide quick tips, or share success stories.
TikTok’s algorithm, in particular, offers a unique opportunity for content to go viral, potentially reaching a vast audience in a short amount of time. LinkedIn, though traditionally seen as a professional networking site, has also become a powerful platform for video content.
Posting videos on LinkedIn can help law firms establish authority and connect with other professionals and potential clients in a more personal and engaging way.
These videos can include thought leadership pieces, industry updates, or even brief case studies that demonstrate your firm’s expertise.
It’s important that you optimise your videos with SEO-friendly titles, descriptions, and tags. Whilst short-form content can reach broader audiences, it’s important to continue to incorporate long-form video content to use on your website and YouTube channel.
3. Building your personal brand
In the legal industry, personal branding for individual lawyers has become a crucial element of marketing. By establishing themselves as thought leaders, lawyers can build trust and credibility, which in turn benefits the overall reputation of the firm.
How to get started:
- Craft a compelling personal brand message that highlights your expertise.
- Regularly contribute thought leadership content, such as articles or podcasts.
- Actively engage with your audience on social media to foster a sense of community.
4. Adapting to Generative Engine Optimisation (GEO)
Law firms need to rethink their digital marketing approach as AI-driven search engines like ChatGPT, Perplexity and Google’s Gemini continue to disrupt the digital landscape and are changing how clients find information reshape the digital landscape, optimising for these platforms has become essential.
Important: AI-driven search engines like ChatGPT, Perplexity and Google’s AI overview are influencing 67% of online searches.
Generative Engine Optimisation (GEO) involves creating content that is authoritative, detailed, and capable of being featured in AI-generated summaries. Law firms need to rethink their approach and focus on creating conversational content that aligns with the algorithms of generative AI.
Law firms can prioritise GEO by:
Focusing on multimodal content
This is essential for law firms looking to beat their competition. Think videos, podcasts and infographics. These formats not only engage users but cater to the preferences of AI systems that prioritise diverse formats and enhance user experience.
Other benefits of implementing multimodal content include:
- Cater to diverse client preferences and ensure messaging resonates with their Ideal Client Profile (ICP) and also the broader audience
- Strengthens brand authority by showcasing expertise and making complex legal issues more accessible and and easier to understand
- Moves your law firm towards become client-focused which increases brand loyalty
- Improves content longevity, making it easier to repurpose existing content
Producing high-quality, educational content
This remains at the core of any strategy, but it's no longer just about keywords. Instead, law firms should aim to answer specific client questions with concise, context-rich insights that are easy for AI to process and feature in synthesised overviews in search engines.
Ensuring brand authority
Establishing brand authority is equally critical, as AI platforms favour trusted sources when generating responses. Law firms can build this trust by consistently publishing thought leadership pieces, maintaining accuracy across all online profiles, and showcasing expertise through case studies or testimonials.
By combining these efforts with a focus on AI overviews ensuring your content is structured to appear in those coveted top spots, your firm can dominate both traditional and generative search results.
Our tips:
Pair this with multimodal elements like a short video or infographic to increase engagement and appeal to AI systems that value diverse content formats. And don’t forget about Bing – it is central to how ChatGPT Search works. Find out more here.
5. Become active on Bluesky
As the social media landscape continues to evolve, the relatively new and modern social network Bluesky has recently emerged as a promising platform for law firms looking to connect with clients and build their online presence.
By sharing blog posts or resources on Bluesky-optimised with keywords such as “SEO for lawyers,” “family law advice,” or “legal marketing tips”-you can improve your website’s search rankings while reaching a wider audience.
Why Bluesky matters for law firms:
Higher engagement rates
Bluesky boasts engagement rates 3-4 times higher than platforms like Threads or X (formerly Twitter), offering law firms a unique opportunity to reach an attentive audience.
Link-friendly policies
Unlike many platforms that penalise external links (think about the number of times you'll have seen people posting their links as the first LinkedIn comment unnecessarily), Bluesky encourages link-sharing, making it perfect for driving traffic to your website or blog.
Focused audience
With a smaller but highly engaged user base, Bluesky allows law firms to connect with niche communities and foster deeper connections with potential clients.
Bluesky’s decentralised structure fosters genuine interactions without algorithmic interference. For law firms, this means a chance to humanise their brand by engaging directly with clients and peers.
Whether answering questions about tenant rights or sharing updates on legal reforms, these interactions build trust and demonstrate expertise.
By incorporating Bluesky into your digital marketing strategy, your law firm can stay ahead of the curve, connect with a focused audience, and enhance its online visibility in an authentic and impactful way.
To get started and found out more about Bluesky, read our recent insights piece for more information.
6. The importance of omnichannel marketing
The process of omnichannel marketing is about creating a cohesive client experience across various platforms, both online and offline. This method ensures that your messaging is consistent, no matter where potential clients encounter your brand.
Marketing which focuses on omnichannel strengthens brand consistency and fosters deeper relationships with clients by providing them with a seamless and integrated experience.
To ensure you adopt an omnichannel marketing approach you should; align your messaging across all channels, including your website, social media, email campaigns, and physical marketing materials.
As well as use data analytics to monitor performance and adjust strategies to optimise results and make data-driven decisions.
7. Adopting a digital-first mindset
A digital-first approach is no longer just a competitive advantage for law firms, it’s a necessity for staying relevant and delivering the client-centric experiences that today’s audience demands.
Over 70% of clients expect law firms to offer solutions like online consultations in 2025.
This strategy revolves around prioritising digital solutions that make legal services more accessible, efficient, and tailored to client needs.
In an era where convenience is key, clients expect seamless interactions with their legal representatives, whether they’re booking a consultation, accessing case updates, or seeking answers to urgent questions.
Our Managing Director, Gavin Clark, wrote an insightful piece to outline ‘Understanding digital-first consumer behaviour’. Read it here to find out more information.
8. Authenticity as a marketing advantage
As consumers have become increasingly sceptical of traditional advertising, authenticity has emerged as a key differentiator for law firms. Clients are drawn to law firms that exhibit transparency and genuinely align with their values.
To enhance your authenticity as a law firm, share real client testimonials and case studies that highlight successful outcomes to encourage potential clients to work with your firm.
CSR and community initiatives remain important for law firms seeking to differentiate and grow their firm.
Remember – authenticity must be genuine to resonate; insincere efforts can be seen as disingenuous.
9. Exploring podcasts and multimedia content
Hosting your own podcast offers law firms a unique opportunity to discuss into complex legal topics while building a loyal and engaged audience. Unlike traditional marketing methods, podcasts allow for in-depth discussions that showcase expertise, humanise your firm, and address client concerns in an accessible format.
By breaking down intricate legal concepts into digestible conversations, law firms can position themselves as trusted thought leaders while making the law feel less intimidating to potential clients.
Podcasts also provide a personal touch and enhance authenticity and authority as listeners hear the voices and personalities behind the firm, fostering trust and building stronger connections.
10. Making data-driven marketing decisions
By harnessing the power of data, law firms can gain invaluable insights into client behaviours, preferences, and engagement patterns. This then, enables firms to make informed decisions, optimise marketing efforts, and predict future trends with greater accuracy.
Investing in robust data analytics tools allows for real-time tracking of campaign performance and client interactions. For instance, by analysing website traffic, social media engagement, and conversion rates, firms can identify which strategies yield the best results and refine their approaches accordingly.
Embracing innovation for legal marketing success in 2025
For legal marketing success in 2025, law firms must embrace innovative marketing strategies to differentiate against their competitors and the marketplace.
From leveraging employee-generated content and video to adapting to AI-driven optimisation and data analytics, these approaches can significantly enhance your firm’s visibility and client engagement.
By adopting a digital-first mindset and focusing on authenticity, law firms can build trust and foster deeper connections with clients.
The shift towards omnichannel marketing and personalised, data-driven campaigns ensures that your message resonates across multiple platforms, increasing the likelihood of converting leads into loyal clients.
Authors
Emma Wyatt
As MLT's Digital Marketing Manager, I lead the marketing activity, driving initiatives with a strong focus on building brand presence.
Gavin Ward
As MLT’s Projects Director, I help establish and maintain best-in-class project delivery, client service and performance standards.
Ready for legal marketing success in 2025?
We can work together to create a strategy that drives results and aligns with your firm’s goals. Contact us today to explore tailored solutions designed specifically for your practice.
