24 Sep 2025
Marketing legal services requires a fine balance between promotion and compliance. This guide shows marketing professionals and consultants how to attract clients for law firms without breaching ethical guidelines.
Blog
Marketing legal services is a unique challenge. Unlike many other industries, law firms must navigate a complex set of advertising rules, ethical guidelines, and professional conduct requirements. For marketing professionals and consultants, especially those seeking to work with legal clients, knowing this delicate balance is necessary.
In Australia, the legal profession is regulated both at the state and national level, with rules varying between jurisdictions. These regulations are not suggestions, they are binding. Breaching them can result in fines, reputational damage, or even a lawyer’s loss of practising certificate.
The good news? Compliance does not mean boring marketing. With the right strategies, you can create campaigns that attract new clients, build authority, and maintain absolute adherence to legal requirements.
This guide will walk you through the essentials of marketing legal services compliantly, helping you understand the rules, spot the pitfalls, and develop creative yet ethical campaigns.
Before you launch any campaign for a law firm, you must first understand the legal landscape.
In Australia, the regulation of legal advertising primarily falls under state-based legal profession acts and is supplemented by the Australian Solicitors’ Conduct Rules. While exact wording differs between states, the general principles are consistent:
A practical first step for any marketing consultant is to familiarise themselves with the Law Council of Australia’s Conduct Rules and check the specific regulations for the relevant state or territory.
Marketing consultants and freelancers who work with law firms are not just creating ads, they are shaping the public face of a regulated profession.
Non-compliant marketing can:
On the flip side, demonstrating that you understand compliance can make you an attractive choice for legal clients, especially if you can show you have a track record of delivering results while staying within the rules. If you’re looking for opportunities in this space, consider browsing marketing jobs that cater to professional services firms.
Marketing legal services doesn’t mean stripping campaigns of all personality or creativity, it means working within boundaries to craft persuasive, ethical messages. A strong set of guiding principles ensures every piece of content, every ad, and every conversation stays on the right side of the rules.
Every statement in your campaign should be fact-checked and capable of verification. If you claim a solicitor has “20 years of experience,” ensure the years are counted from when they were admitted to practice, not from general industry involvement. Keep documentation to prove your claims in case they are challenged.
The best law firm marketing positions the firm as an authority rather than a salesperson. Educational content, such as explainer videos, “how to” guides, and legal updates, builds trust with prospective clients. This style of content avoids the pushy tone that can veer into misleading territory.
Certain words, like “guarantee,” “100% success,” or “win every time,” can create legal and ethical problems. These statements suggest certainty of outcome, which no lawyer can promise. Instead, use language such as “skilled in,” “specialised in,” or “dedicated to.”
Testimonials are allowed in most Australian jurisdictions, but they must be genuine, current, and not misleading. Avoid testimonials that discuss likely outcomes or make exaggerated claims. Always get written consent before publishing client feedback, and store this consent securely.
Privacy breaches are one of the quickest ways to land a law firm in trouble. Even anonymised client stories should be carefully reviewed to ensure no identifying details are left in. In niche practice areas, such as intellectual property disputes, case facts can be traceable even without names.
Statements such as “we are better than XYZ Lawyers” or “the top law firm in Brisbane” can create both compliance and reputational risks. Comparative claims must be substantiated with clear, objective evidence, which is often difficult in legal services. Safer alternatives focus on the firm’s own strengths without directly naming competitors.
Some states and territories in Australia have stricter rules for certain types of legal work, personal injury law is the classic example. A compliant campaign in Victoria may be a breach in Queensland. Always check the local regulations before rolling out campaigns across multiple regions.
If content touches on areas that could be interpreted as legal advice, include a clear disclaimer stating that the information is for general purposes only and does not constitute legal advice. Disclaimers can’t save blatantly misleading claims, but they can help manage expectations and limit risk.
Stock photos that depict distressed people in hospital beds for a personal injury campaign, for example, may be considered unduly persuasive. Choose visuals that support the message without evoking manipulative emotions.
Law societies and regulators can request to review past advertising. Maintain a compliance file containing drafts, approvals, final copies, and supporting evidence for all claims. This is especially required for freelance marketers and marketing consultants who may work with multiple firms.
Even the most carefully designed marketing strategy can be undermined by a staff member posting something non-compliant on social media. Ensure the law firm’s team understands advertising rules, and consider creating a short “dos and don’ts” guide.
Once you understand the compliance framework, you can start crafting marketing strategies that deliver results.
Search engine optimisation is one of the safest and most effective tools for marketing legal services. By optimising website content for relevant keywords, such as “Sydney family lawyer” or “Brisbane commercial law”, you attract clients actively searching for help.
Focus on:
For those stepping into SEO work for legal clients, working with a marketing strategist can help align keyword research with compliant messaging.
While law firms must be careful with what they post, social media is still a powerful way to build brand presence. Platforms like LinkedIn are particularly effective for connecting with business clients and referral partners.
Safe, compliant content ideas include:
Long-form content, such as whitepapers and eBooks, allows a law firm to demonstrate expertise while generating leads. For example, an employment law firm might offer a downloadable “Guide to Fair Work Act Changes,” requiring an email sign-up to access.
Some marketing channels present higher risks than others in the legal sector.
Before running paid ads, consider consulting resources such as the Australian Competition and Consumer Commission’s guidelines on advertising and selling.
Instead of promising outcomes, the firm focused its campaign on “navigating change with compassion,” supported by blog articles explaining family court processes. This emotional yet factual approach built trust without making prohibited claims.
By publishing quarterly industry reports and hosting free webinars for small business owners, the firm positioned itself as a go-to source for legal insight, driving inbound enquiries without aggressive advertising.
If you’re a marketing professional or consultant aiming to work with law firms, it’s worth highlighting your compliance knowledge in your CV, portfolio, and pitches.
Roles can range from in-house positions to contract work. Platforms like freelance marketers can connect you with law firms seeking specialised marketing skills without the commitment of a full-time hire.
Knowing the nuances of legal marketing makes you more employable and also allows you to confidently propose innovative ideas that pass regulatory scrutiny.
If you’re looking to work in this specialised space, or if you’re a law firm seeking compliant marketing expertise, Cemoh connects skilled marketers with businesses that need them.
Whether you need a long-term marketing consultant or are exploring options for a flexible engagement, our network can help you find the right fit. Join Cemoh today to access opportunities in professional services marketing, expand your portfolio, and work with clients who value creativity and compliance in equal measure.
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