Strategies That Drive Beyond the Basic Marketing

By Steve Fretzin & Doug Bradley

Strategies That Drive Beyond the Basic Marketing 

When it comes to marketing your law firm the right way, few people have the insights and experience that Doug Bradley brings to the table. As the owner of Everest Legal Marketing, Doug has spent the last decade mastering the art of legal marketing, with a special focus on digital strategies that deliver results for law firms. Throughout our conversation, it became clear that there’s a lot more to successful marketing than just throwing money at SEO or social media. It’s about strategic thinking, long-term planning, and making the right moves at the right time. 

I’ve always stressed the importance of combining business development and marketing into a cohesive strategy. I often describe it as climbing two sides of the same mountain—one side represents your business development efforts, and the other your marketing and branding. When these two sides meet at the peak, that’s when you truly see the benefits. Doug shares this view, adding that marketing is often a reflection of a law firm’s personality. It’s not just about generating leads—it’s about telling your story in a way that connects with people emotionally. 

Today more than ever it’s critical that your marketing does more than just create visibility. It needs to leave a lasting impression. Doug mentioned that one of the most effective ways to do this is through authentic storytelling in your marketing, which helps people relate to you and your firm on a deeper level. It’s the kind of marketing that doesn’t just get you noticed but remembered. 

One of the most important takeaways from our conversation was the need for law firms to approach their marketing strategically, especially when it comes to digital marketing. Whether you’re a solo practitioner bootstrapping your practice or a midsize firm with a larger marketing budget, the principles remain the same: focus on what works, test different approaches, and don’t get seduced by the latest marketing trends just because they’re popular. 

For smaller firms or solo practitioners, Doug suggests starting with the basics. A simple, well-structured website can go a long way. You don’t need to hire an expensive web designer to get something professional up and running. Platforms like Squarespace and Wix offer easy-to-use templates that can help you create a site that showcases your services and experience. Having a basic web presence that’s easy to find on Google is better than having no web presence at all. And, as Doug pointed out, a website combined with a strong LinkedIn profile can work wonders in helping potential clients find and trust you. 

On the flip side, if you’re part of a larger firm with a marketing budget, it’s crucial to spend those resources wisely. Doug stressed the importance of working with professionals who understand legal marketing specifically. Too often, law firms hire a general web designer who claims to offer SEO services but doesn’t have the expertise to deliver results in the legal space. When it comes to SEO, you want someone who knows how to navigate the competitive landscape of law firm search engine optimization, not just someone who can throw keywords onto your website. 

One of Doug’s most interesting points was the long-term value of SEO for law firms. Many attorneys expect quick results from their digital marketing efforts, but Doug explained that SEO is often a slow burn. It can take time to see a return on investment, especially if you’re starting from scratch. However, the payoff can be significant if you’re patient and persistent. For firms that need more immediate results, Doug recommends pay-per-click advertising (PPC), which can provide a quicker influx of leads but requires a careful balance to ensure you’re not overspending without seeing a good return. 

Another great piece of advice Doug shared is to focus on your website’s authority. In the eyes of Google, an authoritative website is one that’s referenced or linked to by other credible sources, whether it’s legal directories like Justia or news outlets. Without this kind of authority, even the best content on your site might struggle to rank well. Building that authority takes time, but it’s worth the effort because it can significantly impact how visible your firm is online. 

When it comes to standing out in a crowded market, Doug emphasized the importance of clear calls to action on your website. Many law firm websites offer free consultations, but they don’t always explain what a potential client can expect from that consultation. By clearly outlining what will happen during a consultation—whether it’s an assessment of the case, an exploration of possible legal strategies, or a discussion of next steps—you can make your call to action more compelling and more likely to convert. 

Marketing a law firm effectively requires a thoughtful and measured approach. It’s not about jumping on every trend or spending blindly on digital marketing services. Whether you’re just starting out or you’re looking to take your firm to the next level, the key is to focus on long-term strategies that build trust, showcase your expertise, and ultimately drive the right kind of business to your firm. As Doug and I discussed, it’s all about climbing both sides of that mountain—marketing and business development—until you reach the peak. And when you do, that’s when the real success begins. 

Get to know more about Doug HERE.

For more information about taking your law practice to the next level, please email me directly at steve@fretzin.com.

Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at steve@fretzin.com.

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