Standing out in a Sea of Serious: Legal Marketing Strategies That Break the Norm

By Anne Lauth

Standing out in a Sea of Serious: Legal Marketing Strategies That Break the Norm

The legal industry thrives on expertise and trust, but let's face it, legal communications can sometimes feel… well, dry.

How do you navigate the need to address complex topics while still capturing attention and building relationships? It's a delicate balance between informative and engaging. But there's a way to craft compelling content and legal marketing strategies that inform without putting your audience to sleep.

We will explore three successful legal marketing strategies. We've analyzed the approaches of three of our legal industry customers: Thommessen, from the Norwegian legal landscape; Taylor Wessing, a global law firm that works on private wealth management; and finally, Simmons & Simmons, an international law firm. 

Legal brand strategy 

Your brand is the key to standing out amongst bland legal competitors. With a strong brand strategy and content creation platform, you could become top-of-mind in the blink of an eye (well, almost). Here's how to craft a legal brand that cuts through the noise and resonates with your target audience.

1. Learn everything about your audience 

Trying to be a jack-of-all-trades in the legal industry might leave you a master of none when it comes to attracting clients. Instead, by focusing on a clearly defined target audience, you can craft messaging that resonates deeply and builds lasting relationships. 

The first step is understanding who your ideal client is: individuals or businesses with specific needs, challenges, and goals. 

Do you specialize in a particular industry, like technology startups or healthcare providers? Understanding the legal landscape of your target industry allows you to tailor your expertise and messaging accordingly.

Are you better suited to handle the complex legal needs of large corporations, or do you thrive in the fast-paced environment of startups? Identifying your ideal client size helps you focus your resources and marketing efforts.

What keeps your ideal client up at night? Identifying their specific legal anxieties and frustrations allows you to position your firm as the trusted advisor who can alleviate those burdens.

Finally, here's a news flash: not everyone gets legal updates from dusty law journals. Understanding how your ideal client consumes information (social media, industry publications, webinars…, etc.) allows you to tailor your content marketing strategy to reach them where they are. Simmons & Simmons, for example, recognized that younger audiences respond differently than traditional law experts and created content specifically for them, like their Career Hub for graduates.

Once you've better understood your audience and their needs, you can start building a brand that resonates with them. But before, you have to define what you want your brand to say.

2. Define your core message

Ditching generic claims like "We care and do good work" is a great first step. But how do you develop a core message that truly resonates with your target audience? 

Before crafting your message, ensure it aligns with your overall brand identity. Your core message should be the essence of your brand, distilled into a concise and impactful statement. 

Think about the following:

Brand values: What core values guide your firm's approach to law? Is it a focus on innovation, collaboration, or customer service excellence? Identifying these values forms the foundation for your messaging.

Unique Selling Proposition (USP): What sets your firm apart from the competition? Do you have a specific area of expertise, a unique customer service model, or a commitment to a particular cause? Highlighting your USP in your core message grabs attention and positions your firm advantageously.

Refining your message into a clear, concise, and impactful statement is key. Here are some tips for polishing your core message:

Focus on benefits: Don't just list your services; highlight the benefits those services deliver for your clients.

Keep it simple: Aim for a message that is easy to understand and remember. Brevity is key!

Use strong verbs: Action-oriented verbs create a sense of confidence and inspire trust.

For example, Simmons & Simmons' core message: "Together, we deliver smarter solutions," emphasizes two key aspects of their brand: collaboration (the "Together" element), highlighting their focus on building partnerships with clients, and innovation & expertise ("smarter solutions") signifying their commitment to finding creative legal solutions. This message likely resonates with businesses seeking more than legal services, positioning Simmons & Simmons as a trusted advisor and collaborative partner working alongside clients to achieve their goals.

Simmons and Simmons example

3. Build a strong brand identity

In a world of conservative suits and staid language, your brand personality is your golden opportunity to stand out. Take inspiration from Simmons & Simmons, who dared to ditch the dull. Animations, a bold color palette (like their red/pink), and a touch of personality can grab attention on any platform and make your brand instantly more memorable.

Example simmons and simmons

Remember, your brand is a reflection of your firm's values and message. Every design choice, from font to color to imagery, should contribute to a cohesive and impactful brand identity. Think of it as building a story — a visual narrative that tells potential clients who you are and what you stand for. Every detail matters:

Color Psychology: Colors evoke emotions and have established associations—research color psychology to choose a palette that aligns with your firm's values. For example, blue conveys trust and stability, while green suggests growth and innovation.

Font Selection: Fonts can also influence perception. With their small flourishes, Serif fonts lend an air of tradition and seriousness, while sans-serif fonts appear more modern and approachable.

Imagery: The photos and illustrations you choose should visually represent your firm's expertise and target audience. Stock photos of handshakes and gavel bangs might be cliche, so consider using unique, high-quality images that resonate with your brand story.

Once you've built a strong, proud brand, it's time to get your hands dirty and start creating great content that makes it come alive!

Legal content marketing strategy

Legal content is hard to consume. Stuck in a world of dense legal jargon and lengthy PDFs, how do you establish yourself as a thought leader and attract clients without putting them to sleep? Content marketing is here to help.

By creating informative and engaging marketing collateral, you can showcase your expertise, build relationships with potential clients, and ultimately drive growth for your law firm. Here's how to craft a content marketing strategy that sings, not snores:

1. Use different content formats

It's all about variety! Ditch the monotonous PDFs and explore content formats that resonate with legal audiences.

Here are a couple:

  • Blog Posts: Share your legal knowledge in digestible chunks, perfect for busy professionals. Create bite-sized breakdowns of complex legal issues, specifically for readers on the go. Blog posts are a fantastic way to establish yourself as a thought leader by offering insights and commentary on current legal trends.

  • Infographics: Don't underestimate the power of a well-designed infographic. These visually compelling tools can transform complex legal topics into easily digestible snapshots. Things like intricate regulations or legal processes are explained through clear charts, icons, and illustrations. Infographics are perfect for capturing attention on social media and boosting content shareability.
  • Case studies: Showcase your expertise and build trust with potential clients by sharing your success stories. Craft compelling narratives highlighting how you've helped clients navigate legal challenges and achieve positive outcomes. Think of case studies as real-world testimonials, demonstrating your capabilities in action and fostering a sense of credibility.
  • White papers: Take a leaf from Thommessen's playbook and leverage the power of white papers. These in-depth reports allow you to delve into complex legal topics, showcase your expertise, and establish yourself as a thought leader. White papers are ideal for attracting high-value clients seeking a deeper understanding of specific legal issues.
  • Interactive brochures: Ditch the static PDFs (so 2000s). Embrace interactive brochures that captivate your audience. Brochures that come alive with embedded videos, clickable links to relevant case studies, or even quizzes can help users identify their legal needs.
  • Content hubs: Become a one-stop shop for legal knowledge by creating a content hub. The central location on your website aggregates all your informative content — blog posts, white papers, infographics, and more. This streamlines access for your audience and positions your firm as a trustworthy source of legal information.
  • Explanatory videos: Arguably the most powerful tool in your legal marketing arsenal, explanatory videos can break down complex legal concepts into easily digestible pieces. Use your most comfortable and articulate colleague to explain a hot legal topic in clear, concise language, perhaps even using relatable metaphors or analogies. These engaging videos will attract viewers, boost content engagement, and position your firm as a trusted advisor. Take inspiration from Taylor Wessing's YouTube channel, where they excel at explaining legal complexities in a user-friendly format. Thommessen also demonstrates the power of video marketing with its short-form content that tackles legal issues in a clear and concise way.

Tip: Check out all of the content types you can make with Foleon.

2. Make your copy engaging

Inject your content with an engaging tone of voice that keeps readers hooked. Attention spans are shorter than ever, and legal jargon is no friend to reader engagement. Here are a few tips for breaking free from the dreaded "text wall."

Chunk it up by ditching dense paragraphs in favor of bite-sized chunks of information. Use bullet points, numbered lists, and clear headings to guide readers and make your content scannable.

Images, infographics, and even well-placed emojis can work wonders for breaking up text and adding visual interest.

Channel your inner storyteller. Legal writing doesn't have to be a snoozefest. Use straightforward language that your target audience can understand. Explain complex concepts in easy terms. This will add a story to your content, even for seemingly dry topics. Frame your points as a problem-solution narrative, or use case studies to illustrate real-world applications of your legal expertise.

Finally, clarity is king (or queen). Clear communication is critical in the legal field. Ensure your content's topic and value proposition are crystal clear in the first sentence the reader reads. The title, subheading, and any introductory text should leave no room for confusion about what the content offers.

Take a cue from Thommessen's white paper; the topic (e.g., Litigation and Arbitration in Norway) is front and center, immediately informing readers about the content's focus.

By prioritizing clarity and engagement in your copywriting, you'll ensure your legal content resonates with your audience and positions your firm as a thought leader, not a snoozefest.

Thommessen - White Paper

3. Using data thoroughly

The legal world thrives on facts and figures. You likely have a wealth of data at your fingertips — industry trends, case study results, customer demographics — all valuable resources for creating thought-provoking content.

But data overload is a real turn-off. Don't subject your audience to endless spreadsheets or dense data tables. Instead, use data strategically to improve your content marketing and showcase your expertise.

To leverage your data correctly, you must look beyond the surface and uncover the stories your data tells. Use it to identify trends, support arguments, and quantify the impact of your legal services.

Transform dry numbers into compelling visuals. Take inspiration from Taylor Wessing and incorporate interactive elements like dynamic charts, progress bars, and engaging infographics.

Taylor Wessing example

And remember: not everyone is a data whiz. Follow Thommessen's lead by providing clear explanations alongside your data points. Use concise text and well-formatted tables, and consider offering downloadable reports for those who crave deeper dives.

Discover: Gated Content vs Mid-Gating: Which is the Better Way to Generate Leads

Finally, don't let your data insights go to waste. Thommessen included a clear call to action at the end of their data page, encouraging readers to connect with them for more information or a free consultation.

Legal social media marketing strategy

Social media has become essential for legal professionals who want to build brand awareness and connect with potential clients. But navigating the ever-evolving social media landscape in a way that adheres to professional ethics and resonates with your target audience is tough. Here's something that can help:

1. Build brand awareness

Social media platforms offer a unique opportunity to showcase your legal expertise and humanize your firm. 

Thought leadership is a perfect way to get started. Share insightful content that demonstrates your knowledge of current legal issues. This could include blog posts, infographics, or even short video snippets addressing relevant topics.

Try to create customer engagement to foster conversations. Respond to comments and messages promptly, answer legal questions in a general, non-solicitation way, and participate in relevant industry discussions.

Humanize your firm in your posts. Social media allows you to break down barriers and showcase the personalities behind your legal expertise. Share behind-the-scenes glimpses into your firm culture, celebrate team achievements, or even highlight team members' volunteer work in the community. 

Each social media platform has its unique audience and culture. Tailor your content and posting schedule accordingly. For example, LinkedIn may be a prime venue for sharing industry reports and white papers. At the same time, Twitter might be better suited for concise legal updates, engaging with industry influencers, or even reacting to the latest hot topic.


2. Offer the right content on the right platforms

LinkedIn is probably the undisputed best place to network professionally. It's the perfect platform to become a thought leader in your areas of expertise. Share industry reports, connect with potential customers and colleagues, and actively participate in relevant groups and comment sections. It will allow you to build relationships with potential customers and establish you as a thought leader in your legal niche. Have a look at how Thommessen uses LinkedIn to share posts on trending topics, such as AI.



Use Twitter's fast-paced nature to your advantage. Share concise legal updates, keeping your audience informed about the latest legal developments relevant to their needs. Engage with industry influencers using relevant hashtags to expand your reach and connect with a wider audience. Most importantly, participate in trending conversations. Sharing your expertise on hot legal topics positions you as a knowledgeable and engaged legal professional. 

Finally, consider creating an informative YouTube channel. YouTube allows you to tap into the power of video, the preferred content format for many users. Develop explainer videos on legal topics, making complex legal concepts easier for a broader audience to understand.  

This last bit makes for the perfect introduction to our next point:  

3. Video is the way to go

While text-based content remains valuable, YouTube might be your legal marketing strategy's secret weapon. Video is the number one content type, and for good reason — it's engaging, informative, and easily digestible. While creating high-quality videos can be time-consuming, the payoff will be substantial. 

People are drawn to video. Studies show viewers retain information far better from video than text. This translates to increased engagement with your content, keeping your audience interested and coming back for more. Plus, difficult legal concepts can be daunting to grasp through text alone. Videos allow you to explain intricate legal topics in a clear and engaging way, using visuals, animations, and even storytelling to make the information more accessible.

And finally, featuring your team members in explainer videos or customer testimonials puts a human face on your legal expertise. Viewers get to see the people behind the practice, fostering trust and a sense of connection.

You don't need Hollywood-style productions to see the benefits of video marketing. Take a cue from Simmons & Simmons and their captivating short videos on LinkedIn. These bite-sized videos are dynamic, visually interesting, and hold viewer attention without a long time commitment.


Here are some content ideas for your videos: 

  • Explainer videos: break down complex legal topics into easy-to-understand chunks using clear language, visuals, and even metaphors.
  • Customer testimonials: let satisfied customers share their positive experiences with your firm, building trust and social proof.
  • Firm culture videos: offer a behind-the-scenes glimpse into your team and office environment, showcasing the human side of your practice.

By incorporating video into your legal marketing mix, you can capture attention, simplify complex legal issues, and build trust with potential clients while keeping your content fresh and engaging. So, grab your camera, hit record, and start making videos for your legal practice.

Discover: Your guide to content creation in 5 easy steps


Creating a strong legal marketing strategy requires a multi-faceted approach that transcends dry legal jargon and embraces engaging content marketing strategies.x

You can find new possibilities by following the lead of innovative firms like Thommessen, Taylor Wessing, and Simmons & Simmons.

Infuse data with storytelling. Don't just present facts – use them to paint a compelling picture, fostering deeper understanding and connection.

Embrace the power of video. People crave visual information. Explainer videos and customer testimonials humanize your practice and make complex legal concepts more accessible.

Speak directly to your audience. Tailor your content and social media presence to resonate with their needs and aspirations.

Remember, legal marketing shouldn't involve bombarding your audience with legal jargon. Instead, it should involve building relationships, establishing yourself as a trusted advisor, and ultimately achieving your legal practice's goals.

Anne Lauth

Anne is the Customer Content Marketer at Foleon. She loves chatting with customers and discovering the secrets behind their content. Anne's extensive experience in content creation fuels her genuine passion for all things content-related.

Want to write for the Foleon blog? Here's how to submit a guest post.

What to read next