top of page
  • Writer's pictureJessica Lovejoy

How To Stand Out in a Crowded Legal Community

Nowadays, the legal world can be overcrowded — it's hard for attorneys to find a good referral. The good news is that there are many ways of getting your foot in the door and distinguishing yourself.

Direct Marketing:

One way to stand out is to connect with prospects directly in their homes through direct mail campaigns. By mailing your information which is catered to each prospect, you are targeting these individuals when they need you most. At first glance, direct mail may seem like an "old" way of reaching prospective clients. But just last year, direct mail often outperformed many newer techniques like PPC, social media and email campaigns. This is particularly true for attorneys. One reason for this is that people increasingly ignore online noise and spam as they recognize more of it. But the majority of people still check their USPS mailbox every single day. In fact, studies show that millennials, in particular, assign more importance, value and trust to physical mail pieces as compared to most other forms of outreach.

Over the last decade, Key Dynamics has pushed the envelope of legal marketing through direct mail. During that time, we have improved every facet of our successful direct mail campaigns -- data and targeting quality, print materials, timeliness, support and more. It is our mission to provide the highest possible response rate and ROI to our attorney clients.

When a law firm decides to reach their audience with direct mail, it’s not all going to receive the same response. A mass mailing to people within a city or county you cover is not a narrow enough outreach. Your advertising dollars need to be spent precisely on the individuals who can use your services immediately. That’s why our targeted mailings are only sent to the individuals in your area who need representation from a firm with your expertise.

Digital Presence:

Another way to stand out in a crowded legal community is by using online marketing strategies. Online marketing campaigns generate leads that can lead to lucrative work. The key is to use a grassroots approach, whether you're developing your career or business. A grassroots campaign will help you win clients and referrals, and it'll put your name into people's minds.

There are many ways to use a grassroots campaign, such as by making use of social networking sites such as Facebook, Twitter and LinkedIn. These sites allow you to share not only your accomplishments but also the contact information they need, including your website address, email address and phone number.

Your website is an important part of your online marketing strategy. Make sure that your website offers value and is easy to navigate.

As a resource for attorneys, also consider setting up a blog on your website or creating a Facebook or Twitter account to post content related to your practice area. These social networking sites help you keep in touch with clients while keeping yourself engaged with the community. You can also use these sites to provide ongoing updates on the kind of case load you have and help people learn more about your area of law.

Brand Reputation:

It's always good to give back to your community, so offer pro bono services whenever possible. Pro bono work gives you a chance to practice new skills and gain experience in a new area. It's also good for business, as attorneys can use pro bono work as evidence of their willingness to give back to the community.

These tips for standing out in a crowded legal community are just some of the many ways that you can differentiate yourself from other attorneys. Gaining a name for yourself helps you to gain experience, build your business and meet new people.

Many of these tips also work for small businesses, so if you're a small-business owner, use these tips as well as the marketing strategies that are specific to businesses.

If you need more information on how to use these marketing strategies to stand out in a crowded legal community, contact us today . We're always ready to help.


Are you ready to take your law firm to the next level? Reach out and receive a sample of our campaigns, along with an estimated prospect database that your company could expect to reach on a monthly basis. On average, our direct mail campaigns bring a 3-5% call return rate.

At Key Dynamics, we welcome any feedback, advice, or business consultation our clients may have. Our dedicated team is always available to answer any questions you may have. Drop us a line: or give us a call today at (888) 855-0402.

23 views0 comments


bottom of page