The Top Marketing Problems Facing Legal Services in 2025

The legal services industry faces distinct marketing challenges that many firms are not yet discussing.

These challenges are flying under the radar due to their specificity or because they’re outside the focus of trends dominating the marketing space.

Mastering these unique issues offers a significant opportunity to differentiate a firm in the marketplace. Successfully addressing these challenges could lead to substantial growth and a future where client relationships are stronger, reputations are fortified, and new business pipelines are continuously fed.

 

 

GUIDE: Top Nine 2025 Marketing Challenges Facing Legal & Attorney Services

 

1. Client Communication Beyond the Case

 

• Problem: Many legal firms focus their marketing efforts solely on acquiring new clients, often neglecting to maintain ongoing communication with existing ones, especially after a case has closed. This results in a disconnect, where past clients feel abandoned, leading to lost referrals and repeat business.
• Why It’s Overlooked: Most firms prioritize cases currently generating revenue. Once a client’s legal matter is resolved, attention shifts to new business. As a result, maintaining a regular communication plan with past clients feels less urgent and isn’t widely discussed as part of marketing strategies.

 

2. Over-reliance on Word-of-Mouth Referrals

 

• Problem: An everlasting problem. While referrals are valuable, an over-reliance on them without supplementary marketing strategies can make a firm vulnerable to market changes or shifts in client behavior. Focusing solely on word-of-mouth may also limit opportunities for expansion.
• Why It’s Overlooked: The prestige of referral-based business can create complacency. Firms with strong reputations often don’t feel the need to expand their marketing efforts, believing referrals alone will continue driving business, even though markets and client expectations are evolving rapidly.

 

3. Failure to Capitalize on Alternative Legal Service Providers (ALSPs)

 

• Problem: The rise of alternative legal service providers (ALSPs) is reshaping the industry. Legal firms that don’t incorporate ALSPs into their offerings or fail to market the advantages of using them risk losing clients to more cost-efficient competitors.
• Why It’s Overlooked: ALSPs are still seen as competitors rather than potential partners or opportunities for growth. Firms may not yet grasp how marketing the strategic use of ALSPs can position them as more efficient and forward-thinking, missing a valuable marketing angle.

 

4. Non-Localized Digital Content Strategies

 

• Problem: Many firms focus on general SEO efforts, failing to invest in hyper-local strategies. Not targeting local SEO leaves them behind in highly competitive markets where people search for legal help close to their geographic location.
• Why It’s Overlooked: Local SEO is often perceived as something smaller firms or solo practitioners need to worry about. Larger firms, especially, may focus on broader branding without realizing that hyper-local targeting can yield immediate, tangible results.

 

5. Lack of Personalization in Client Engagement

 

• Problem: While the legal industry thrives on relationships, many firms are slow to personalize client interactions beyond legal services. Personalization in emails, content, and services is still underused despite its ability to build stronger client loyalty.
• Why It’s Overlooked: Traditional law firms are often slow to adopt personalized marketing techniques because legal practice is rooted in professionalism and formality. The notion of personalizing communications may feel too informal for many attorneys, leading to hesitation in adoption.

 

6. Inadequate Use of Client Testimonials in Digital Strategy

 

• Problem: Although testimonials are a powerful form of social proof, many legal firms fail to leverage them effectively on websites, social media, or email campaigns. A lack of fresh, regularly updated testimonials can lead to missed opportunities for trust-building.
• Why It’s Overlooked: Many firms feel uncomfortable asking clients for testimonials due to privacy concerns or the sensitive nature of their cases. Additionally, legal services often handle long and complex issues, making it hard to distill positive feedback into a short, concise review.

 

7. Underutilization of Video Content

 

• Problem: Despite the surge in video content across all industries, legal firms lag behind in adopting video as a primary marketing tool. Most continue to focus on text-heavy websites and blogs, missing out on the engagement potential of video.
• Why It’s Overlooked: Lawyers traditionally rely on written content due to its detailed nature and emphasis on accuracy. Shifting toward video may feel uncomfortable, and many firms believe their target audience prefers detailed written information over shorter video segments.

 

8. Ignoring Data-Driven Insights for Marketing Decisions

 

• Problem: Legal firms often lack a comprehensive approach to measuring the effectiveness of their marketing efforts, relying instead on instinct or historical success. Ignoring data-driven insights can lead to missed opportunities for optimizing campaigns and reaching the right audience.
• Why It’s Overlooked: The legal industry tends to focus on billing hours and case outcomes, with little attention paid to analyzing the ROI of marketing efforts. Additionally, a lack of familiarity with data analytics tools can make this seem like a low priority.

 

9. Overcomplication of Legal Terminology in Marketing Materials

• Problem: Many legal firms use overly complex language in their marketing, which can alienate potential clients unfamiliar with legal jargon. Clear, straightforward messaging is key to building trust and accessibility, yet it is often lacking.
• Why It’s Overlooked: Lawyers are trained to use precise legal language, which can unintentionally carry over into marketing. Firms may not realize that the average client seeks clarity and simplicity, not legalese, when looking for legal services.

 

 

The legal services industry faces unique marketing challenges heading into 2025. Addressing these often-overlooked issues can set a firm apart in a crowded marketplace. Firms that recognize and act on these challenges will not only enhance their marketing effectiveness but also position themselves as forward-thinking leaders in the legal space. The future of legal marketing belongs to those who are willing to explore beyond current trends and focus on the essentials that truly resonate with clients.