Legal Marketing: 8 Things You Should Do Immediately
Posted: Thu Feb 13, 2025 9:35 am
Legal marketing is the means used by lawyers to increase visibility in the market and, consequently, attract more clients.
Even though it is permitted by the OAB, this strategy has some limitations regarding its application, which must be strictly followed, avoiding penalties for the professional.
In this content, we have gathered all the information you need to know before outlining digital marketing strategies such as paid traffic, SEO and building a sales funnel and using legal marketing, including the restrictions defined by the Order. Keep reading to find out!
Happy reading!
legal-marketing
What is legal marketing?
Legal marketing is a strategy iran phone number list aimed at legal professionals who wish to ensure greater visibility for their work — whether individually or in conjunction with other lawyers.
To achieve this result, strategies are applied that are capable of showing potential clients the value of that professional, making him/her a reference in a certain segment of law.
In addition to producing content on legal topics, legal marketing also differs from other areas by following a special ethical code of conduct, determined by the Brazilian Bar Association (OAB).
Legal marketing and OAB: what can and cannot a lawyer do?
Just like marketing aimed at the public and health sectors, legal marketing also has some limitations, as determined by the OAB Code of Ethics . The main rule of this code regarding the promotion of services is the prohibition of lawyers from advertising with the intention of attracting clients.
This prohibition aims to prevent the commercialization of legal activities, but it does not prevent the practices used by Legal Marketing — given that these strategies also have an educational basis. In fact, in 2021, a provision was approved to regulate these marketing practices, opening up more opportunities for legal professionals who wish to use digital communication channels to attract clients.
In addition to making some changes regarding the rules on advertising legal activities, provision 205/2021 also established the creation of a Legal Marketing Regulatory Committee.
Finally, to avoid sanctions related to the use of practices prohibited by the OAB Code of Ethics, find out below what is permitted and prohibited by this regulation.
Allowed
Use of advertisements on communication channels, whether paid or not;
Use logos;
Create a website;
Publish content with educational/informative content;
Have a presence on social media;
Relate directly to the public;
Give lectures and participate in events with an educational purpose;
Present contact details on the pieces.
Prohibited
Use information about the physical structure of the office;
Promise results;
Use concrete cases as an offer for professional action, including images in court;
Link legal activities with other services, other than teaching;
Use persuasive instruments;
Create a trade name;
Perform services in exchange for publicity — the famous partnerships;
Make service offers via email;
Use visual elements (illustrations, colors, figures, etc.) that are incompatible with the sobriety of advocacy;
Disclose service values.
8 steps to attract new clients with legal marketing
After discovering all the limits related to legal marketing, learn how to put this strategy into practice, using just 8 steps!
1 - Know your target audience
The first step of every marketing action is to determine the target audience, more specifically the persona .
This fictional character is a representation of your ideal client and must have all of their characteristics, such as:
Age;
Sex;
Income;
Profession;
Needs;
Pains.
Your persona's information will guide your entire marketing strategy , from choosing your advertising channels to creating your content, which must be relevant to your audience.
To help you, let's create an example!
Imagine that you are a pension lawyer, specializing in issues related to the INSS. In this case, your ideal client will be a person over 60 years old, who is or wants to be an INSS pensioner, but is facing problems with their benefit.
The guidelines should be related to this area, with themes referring to the main pains of this public, and the dissemination channel should preferably be a website — given that they are the most used by senior citizens.
2 - Choose your communication channels
The internet is full of opportunities for professionals who want to attract clients.
In addition to allowing numerous strategies to be applied simultaneously — each providing different results — this digital world also offers several communication channels.
With this, the range of opportunities becomes gigantic, as does the chance of you being able to reach your persona.
Currently, the channels most used by marketing strategists are blogs and social networks, especially Instagram.
However, it is also possible to apply legal marketing strategies in other means of communication, widely used by certain audiences.
Discover the main features of each of them.
Website
The website offers professionals a number of opportunities. In addition to creating sales pages that showcase the legal services offered by you or your firm, this channel also allows you to implement content marketing.
With this strategy, it is possible to attract potential customers who have questions regarding your niche.
Websites must also provide contact information, locations where the professional works and other information permitted by the OAB Code of Ethics.
Social media
Did you know that Instagram has more than 500 million active users ?
With its popularity, the social network has become a success in the world of marketing, including the legal field. Through its tools, professionals can produce content in feed format, videos and interact directly with the public — whether in comments or direct messages.
Legal marketing strategies can also be applied on Facebook or TikTok , as long as it is the social network most used by your persona.
YouTube
Short videos may have taken over the internet, but longer content is needed for complex questions or those that cover numerous topics.
If this is the case in your area of expertise, we recommend using YouTube.
However, don't forget to check if this channel is still used by your persona, ok?
Ah! YouTube now has a tool aimed at shorter videos, called shorts, in which you can publish cuts of long content and guarantee another means of prospecting.
LinkedIn
Known as a business social network, this channel is dedicated to publishing and disseminating informative — or advertising — materials with a more formal content.
Therefore, LinkedIn is an excellent way to prospect clients in the professional field , such as managers or even companies.
Remember to use language aimed at this audience and maintain formality when communicating directly with them!
3 - Define your marketing strategy
As you discovered earlier, there are several marketing strategies that can be used in each channel presented above.
Some even have exclusive tools to help users boost their profiles and increase performance on the platform.
In general, these strategies are divided into two groups — organic traffic and paid traffic — which, when applied together (and correctly), generate excellent results.
Find out more below:
Organic traffic
Organic traffic brings together strategies that, in theory, do not require investment to be put into practice.
On the other hand, they require a lot of dedication and time.
The main method used is content marketing , which aims to produce valuable content that is capable of solving the persona's pain.
To achieve this, this content must have a relevant agenda, be well produced and answer all the questions promised by the writer — whether during the title, introduction or development of the text.
Even though it is permitted by the OAB, this strategy has some limitations regarding its application, which must be strictly followed, avoiding penalties for the professional.
In this content, we have gathered all the information you need to know before outlining digital marketing strategies such as paid traffic, SEO and building a sales funnel and using legal marketing, including the restrictions defined by the Order. Keep reading to find out!
Happy reading!
legal-marketing
What is legal marketing?
Legal marketing is a strategy iran phone number list aimed at legal professionals who wish to ensure greater visibility for their work — whether individually or in conjunction with other lawyers.
To achieve this result, strategies are applied that are capable of showing potential clients the value of that professional, making him/her a reference in a certain segment of law.
In addition to producing content on legal topics, legal marketing also differs from other areas by following a special ethical code of conduct, determined by the Brazilian Bar Association (OAB).
Legal marketing and OAB: what can and cannot a lawyer do?
Just like marketing aimed at the public and health sectors, legal marketing also has some limitations, as determined by the OAB Code of Ethics . The main rule of this code regarding the promotion of services is the prohibition of lawyers from advertising with the intention of attracting clients.
This prohibition aims to prevent the commercialization of legal activities, but it does not prevent the practices used by Legal Marketing — given that these strategies also have an educational basis. In fact, in 2021, a provision was approved to regulate these marketing practices, opening up more opportunities for legal professionals who wish to use digital communication channels to attract clients.
In addition to making some changes regarding the rules on advertising legal activities, provision 205/2021 also established the creation of a Legal Marketing Regulatory Committee.
Finally, to avoid sanctions related to the use of practices prohibited by the OAB Code of Ethics, find out below what is permitted and prohibited by this regulation.
Allowed
Use of advertisements on communication channels, whether paid or not;
Use logos;
Create a website;
Publish content with educational/informative content;
Have a presence on social media;
Relate directly to the public;
Give lectures and participate in events with an educational purpose;
Present contact details on the pieces.
Prohibited
Use information about the physical structure of the office;
Promise results;
Use concrete cases as an offer for professional action, including images in court;
Link legal activities with other services, other than teaching;
Use persuasive instruments;
Create a trade name;
Perform services in exchange for publicity — the famous partnerships;
Make service offers via email;
Use visual elements (illustrations, colors, figures, etc.) that are incompatible with the sobriety of advocacy;
Disclose service values.
8 steps to attract new clients with legal marketing
After discovering all the limits related to legal marketing, learn how to put this strategy into practice, using just 8 steps!
1 - Know your target audience
The first step of every marketing action is to determine the target audience, more specifically the persona .
This fictional character is a representation of your ideal client and must have all of their characteristics, such as:
Age;
Sex;
Income;
Profession;
Needs;
Pains.
Your persona's information will guide your entire marketing strategy , from choosing your advertising channels to creating your content, which must be relevant to your audience.
To help you, let's create an example!
Imagine that you are a pension lawyer, specializing in issues related to the INSS. In this case, your ideal client will be a person over 60 years old, who is or wants to be an INSS pensioner, but is facing problems with their benefit.
The guidelines should be related to this area, with themes referring to the main pains of this public, and the dissemination channel should preferably be a website — given that they are the most used by senior citizens.
2 - Choose your communication channels
The internet is full of opportunities for professionals who want to attract clients.
In addition to allowing numerous strategies to be applied simultaneously — each providing different results — this digital world also offers several communication channels.
With this, the range of opportunities becomes gigantic, as does the chance of you being able to reach your persona.
Currently, the channels most used by marketing strategists are blogs and social networks, especially Instagram.
However, it is also possible to apply legal marketing strategies in other means of communication, widely used by certain audiences.
Discover the main features of each of them.
Website
The website offers professionals a number of opportunities. In addition to creating sales pages that showcase the legal services offered by you or your firm, this channel also allows you to implement content marketing.
With this strategy, it is possible to attract potential customers who have questions regarding your niche.
Websites must also provide contact information, locations where the professional works and other information permitted by the OAB Code of Ethics.
Social media
Did you know that Instagram has more than 500 million active users ?
With its popularity, the social network has become a success in the world of marketing, including the legal field. Through its tools, professionals can produce content in feed format, videos and interact directly with the public — whether in comments or direct messages.
Legal marketing strategies can also be applied on Facebook or TikTok , as long as it is the social network most used by your persona.
YouTube
Short videos may have taken over the internet, but longer content is needed for complex questions or those that cover numerous topics.
If this is the case in your area of expertise, we recommend using YouTube.
However, don't forget to check if this channel is still used by your persona, ok?
Ah! YouTube now has a tool aimed at shorter videos, called shorts, in which you can publish cuts of long content and guarantee another means of prospecting.
Known as a business social network, this channel is dedicated to publishing and disseminating informative — or advertising — materials with a more formal content.
Therefore, LinkedIn is an excellent way to prospect clients in the professional field , such as managers or even companies.
Remember to use language aimed at this audience and maintain formality when communicating directly with them!
3 - Define your marketing strategy
As you discovered earlier, there are several marketing strategies that can be used in each channel presented above.
Some even have exclusive tools to help users boost their profiles and increase performance on the platform.
In general, these strategies are divided into two groups — organic traffic and paid traffic — which, when applied together (and correctly), generate excellent results.
Find out more below:
Organic traffic
Organic traffic brings together strategies that, in theory, do not require investment to be put into practice.
On the other hand, they require a lot of dedication and time.
The main method used is content marketing , which aims to produce valuable content that is capable of solving the persona's pain.
To achieve this, this content must have a relevant agenda, be well produced and answer all the questions promised by the writer — whether during the title, introduction or development of the text.