Selling to law firms isn’t just about pitching your product or service—it’s about demonstrating value.
With so many offers—new technologies, software, and services—coming their way on a daily basis, most firms struggle to sort through the noise to identify products and services that will truly benefit their practice. Rather than focusing solely on your offering, it’s imperative to shift the conversation to how it will address a specific challenge a firm is attempting to overcome or a need it has yet to meet.
So, how can legal service providers leverage a value-selling framework to stand out and convert law firms into loyal customers or clients?
Think Like a Law Firm
As a legal service provider, it’s critical to think like your prospective client. Take a moment to view your company and its services through the lens of a law firm. Step into their shoes and consider their daily challenges and how your product or service provides a real solution. Try to answer these key questions:
- Will your product or service allow a firm to bill more hours?
- How will it make their attorneys more efficient?
- How will it help them when they go to trial?
- What problem will your product or service help the firm solve?
Once you have a clear idea of the challenges law firms face, you can work to position your products or services as a solution to that problem. Remember, you want to focus on the benefits of your offerings, not the features.
Leverage SEO/AIO-Driven Thought Leadership
Law firms are increasingly turning to Google to evaluate potential vendors. High-quality articles and pillar pages optimized for specific legal topics, such as “AI compliance for law firms,” can dominate search rankings and establish credibility and trust in the minds of potential clients. This type of targeted content is also highly favored by AI-driven search technologies and large language models (LLMs) like Google’s AI Mode and OpenAI’s ChatGPT.
To ensure prospects are able to find your offerings:
- Launch service or product-specific content targeting keywords like “law firm CRM SaaS solutions” or “compliance tech for midsize law firms.”
- Use pillar content (long-form guides) supported by blog posts, infographics, and video explainers.
- Implement schema markup to help search engines understand your content better, enhancing rich results and click-through rates.
- Build a targeted backlink strategy to increase your domain authority, which improves your site’s overall search ranking and trustworthiness.
Run LinkedIn Advertising ABM Campaigns with Retargeting
LinkedIn remains the top social networking platform for legal professionals. Account Based Marketing, or ABM, allows vendors to target specific firms or roles (e.g. CMOs, managing partners) with personalized messaging.
To successfully leverage ABM on LinkedIn, you’ll need to:
- Build custom audiences using LinkedIn’s Matched Audiences and CRM data.
- Run multi-touch ad sequences with tailored messaging for each firm segment.
- Retarget visitors with case studies, testimonials, and demo offers to move them down the funnel.
Produce a Video Series Targeting Legal Pain Points
Video is one of the most powerful tools for increasing engagement and establishing credibility with your target audience. What’s more, law firms increasingly consume short-form video on platforms like LinkedIn and YouTube.
To harness the power of video, consider:
- Producing a monthly video series addressing common law firm challenges (e.g., “Why law firms need a CRM”, “How law firms can activate their data with AI”).
- Optimizing for YouTube Shorts and LinkedIn native video, with captions and hooks in the first 3 seconds.
- Repurposing videos into blog posts, email snippets, and social posts to maximize ROI.
Consider Reputation-Driven Review & Referral Campaigns
Did you know that 22% of clients read more than 10 reviews before engaging a firm? Vendors can capitalize on this by highlighting peer endorsements and encouraging referrals. Reviews, especially positive Google Reviews, can have a significant and lasting positive impact on your company’s SEO/AIO efforts. Reviews are also a key factor in how AI tools generate answers to queries like, “What is the best law firm ERM platform?”
To execute a successful review and referral campaign:
- Create review request workflows for satisfied law firm clients using email automation.
- Build a referral program offering discounts or exclusive content for firms that refer others.
- Highlight recent positive reviews and testimonials, social posts, email campaigns, and landing pages.
Harness the Power of Data to Personalize Value Propositions
In today’s digital-first world, data-driven insights are key to enhancing your value-selling approach. By utilizing analytics and CRM tools, you can gather specific information about each law firm’s challenges, needs, and behavior. Drawing on your findings, you can then create highly personalized value propositions:
- Identify pain points early: Use client data to predict which challenges law firms are likely facing, then tailor your pitch accordingly.
- Customize offers: Based on the firm’s size, specialization, or past purchases, you can provide solutions relevant to their specific needs.
- Track engagement: Monitor how prospects interact with your resources—whether they’ve read blog posts, downloaded case studies, or engaged in a webinar. Use this data to refine your messaging and offer precisely what they’re looking for at the right time.
Leveraging data allows you to craft more relevant communications and deliver stronger, more compelling value propositions, ultimately boosting your chances of conversion.
Takeaway:
As a legal service provider, you hopefully believe in your product or service and its ability to support attorneys and law firms. But passion alone won’t drive sales. To attract, convert, and retain clients, you need to sell value to law firms. Demonstrate how your solution effectively addresses their challenges, and they will be far more inclined to engage with you.
