Podcast #15: Karin Conroy’s 5-Step Basic Law Firm Marketing Plan


Free: 10 Things the Best Law-Firm Website Designs Have in Common

For seven years, Lawyerist has published an annual list of the best law firm websites. Now, you can find out what they have in common.

Don’t build your marketing plan around the strategies you want to employ. That’s step 4. First, you need to do a little background work to figure out which strategies make sense for your practice. This week, Karin and Sam talk through her 5-step marketing plan.

Plus, Sam and Aaron talk about a BigLaw April Fools prank that was in very poor taste but turns out to be a really good idea.

Quality of Life is a Joke (to Some)

Here’s the email policy Weil Gotshal distributed on April 1st:

(1) Email will not be transmitted between 11:00 p.m. and 6:00 a.m. This will be implemented in the local time zone for each Weil office. This will be the default email setting, subject to opt-outs as described below.

(2) Emails will not be transmitted between 11:00 p.m. Friday and 6:00 a.m. Monday, also implemented in the local time zone for each Weil office and also subject to opt out.

(3) When an employee is on vacation, no emails will be transmitted from 11:00 p.m. on the day prior to start of vacation to 6:00 a.m. on the first day back at work after vacation. All emails during this time will be automatically responded to with a message that the recipient is on vacation and not receiving emails, and the name, email address and telephone number of a designated substitute for the duration of the vacation.

Then it wrote “We are proud to be taking a leadership role in caring about our colleagues’ quality of life.”

April fools.

But that’s a really good email policy and you should probably adopt it — or an even more aggressive version — because it will make you a happier, healthier lawyer. It will also improve the quality of your work.

Karin Conroy’s 5-Step Basic Law Firm Marketing Plan


Karin is a marketing pro who has been writing for Lawyerist since 2009. She’s been working on a series of articles laying out a basic, 5-step marketing plan. Today, we talk through all 5 steps:

  1. Identify your market
  2. Conduct a simple SWOT analysis
  3. Find your unique selling point
  4. Strategies for marketing
  5. Determine your costs

Thanks to Ruby Receptionists for sponsoring this episode.

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  • Jennifer Andersen

    I think Karin did a great job outlining the basic steps for marketing. I would have liked it more if she gave solid examples for how a solo firm has successfully navigated these steps and what they found worked best in their marketing campaign, even though it will be somewhat different for each solo practitioner. No Twitter? Some Twitter? Does a newsletter work best for reaching potential clients? The face-to-face marketing section was good, but in this tech world we also need to know which avenue of tech works best. How does the tech part mesh with face-to-face networking without endlessly handing out business cards? I don’t think people pick a law firm just by digging down into the firm’s website – they want to know the person a little better if possible. So – a mini-video? podcasts? I am at the beginning of this and I look at my competitors in patent law and try to identify what I like or who I would choose if I were a potential client. Anyway, thank you, Karin. You made me ask all these questions!