By Steve Fretzin & Ashley Robinson
Law Firm Marketing That Works: How to Build a Strategy That Drives Real Growth
Marketing can feel like an overwhelming puzzle for many law firms. With so many options and voices claiming to have the right answers, it’s easy to get lost in the chaos of “random acts of marketing,” as Ashley Robinson, owner of Green Cardigan Marketing, aptly described it in our recent conversation. Ashley is a two-time guest on my podcast, and for good reason—her no-nonsense approach to marketing speaks directly to the challenges law firms face today.
Our conversation started with something that hits close to home for many lawyers: the struggle of trying to do everything without a clear strategy. Lawyers often invest in random marketing tactics—a blog post here, a paid ad there—without knowing if those actions actually lead to meaningful results. Ashley and I both agree that this lack of focus is where law firms waste time, money, and, ultimately, opportunities. Instead of approaching marketing with a well-thought-out strategy, many are simply reacting to trends, advice from peers, or the latest digital marketing fad.
One of the reasons Ashley’s approach works so well is because it’s rooted in intentionality. As she mentioned, the key to success in both life and business is living and working with purpose. Her motto, “Intentional days create a life on purpose,” is one that I think resonates deeply, especially in the legal industry where time is a precious commodity. When you’re intentional about your calendar, your goals, and your marketing efforts, you not only avoid burnout, but you also start to see real, measurable progress.
I’ve always believed that a successful business strategy starts with understanding your goals, and Ashley reinforced this. During her time in marketing, especially when she shifted from the automotive industry to law firm marketing, she recognized that most law firms simply don’t have a marketing plan. They’ve been so focused on their legal work that the business side—especially marketing—gets neglected. They’re brilliant attorneys, but running and growing a business requires a completely different set of skills, and that’s where experts like Ashley come in.
What stood out during our discussion was how critical it is to tailor a law firm’s marketing strategy to its specific needs and goals. Ashley’s process begins with what she calls a “blueprint.” This isn’t just a metaphor—her team spends hours analyzing a firm’s website, competition, and market position before ever recommending a single tactic. This kind of thoughtful approach is what separates successful marketing from the noise of random acts. As Ashley shared, it’s not about doing everything; it’s about doing the right things for your specific firm.
For example, one firm may benefit from local SEO optimization, while another might need to focus on targeted email marketing or social media engagement. The solution isn’t one-size-fits-all. Ashley emphasized the importance of asking tough questions before diving into any marketing initiatives. What are your revenue goals? What does your ideal client look like? What’s your average case value? These are critical details that should drive any marketing strategy, yet many law firms don’t take the time to address them before spending thousands of dollars on advertising that doesn’t convert.
Another key point from our conversation was the importance of tracking and measuring results. Too often, law firms invest in marketing but have no idea whether their efforts are paying off. That’s where frustration sets in, and many lawyers give up, thinking “marketing doesn’t work.” But, as Ashley pointed out, marketing can be tracked and measured just like business development. Whether it’s tracking how many calls come in from a particular ad campaign or monitoring conversions on a website, the data is there—you just need to use it. And, just like I coach my clients to track their business development success through metrics, marketing works the same way. Without data, you’re flying blind.
We also touched on the importance of speaking directly to your clients’ pain points. Too often, law firm websites focus solely on the lawyer—highlighting accolades, credentials, and awards. While that can be important, what really converts visitors into clients is a website that speaks to their fears, concerns, and needs. Are they worried about losing custody of their children? Are they unsure about the financial impact of a divorce? Addressing these specific concerns on your website is what compels potential clients to take action. It’s not enough to say you’re a great lawyer—you need to show clients that you understand their problems and have the solutions.
By the end of our conversation, it was clear that marketing done right is a game-changer for law firms. It’s not about doing everything; it’s about doing the right things in the right way. Whether it’s revamping your website, refining your SEO, or investing in targeted ads, the first step is creating a strategic plan that aligns with your goals. And that starts with understanding your firm, your market, and your clients at a deeper level.
If you’re a law firm looking to grow, the key takeaway here is simple: don’t rely on random acts of marketing. Build a thoughtful, data-driven strategy that fits your firm’s unique needs and goals. By doing so, you can avoid the frustrations of wasted time and money and focus on what really matters—growing your business and helping your clients.
For more information about taking your law practice to the next level, please email me directly at [email protected].
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 [email protected].