Strategy - DIY or Paid? The Complete Guide to the cost of legal marketing.

Most legal business owners struggle with simply getting a solid marketing plan together to work towards. So many options… so little time!

We’ve written before on how this ends up holding people back from making the changes that will make a difference to their marketing and business development. But that is exactly why it is important to go through a planning and strategy stage to help give the clarity you need to execute.

Getting a clear plan, with steps to implement will give you the roadmap to make the changes you want in your business.  Without it, you will languish in indecision.


If you have a clear idea of what you want to achieve with your marketing, and a strong understanding of the content types and distribution channels you want to use, then you can certainly start with your own marketing plan. What most people struggle with is the breadth of understanding which makes sense as they aren’t marketing experts themselves. We’ve also found that it is very difficult to see the strengths and weaknesses in your own business and having someone’s help can make the world of difference to identify opportunities.

That being said if you have limited cash you still need a plan! So if you’re a DIYer we’d still recommend looking to invest in getting the basics of your brand identity and messaging done as well as a straight forward marketing plan.

There are lots of other free resources like Podcasts, blogs and youtube videos where you can seek out information on each area you need to cover. If you have the time to invest there is no shortage of information out there!

For instance, check out our explanation of the lead generation equation here!


Most people will recognise that they have limited expertise with marketing and branding across the range of options (or limited time) and look to get help either as a one off or on an ongoing basis.

To get a comprehensive legal marketing plan made for you from someone with experience you should expect to pay a minimum of $2500-7,500. This will include the person's time and production of the brand or marketing plan. Some consultants will do sessions but where you ultimately have to do the plan yourself for around $2000. Others will invest significant time in creating a bespoke marketing plan for each of their clients and you can expect to pay $2500 - $7,500 depending on their level of experience (this is what we do). This will usually involve multiple sessions with you and the creation of a tailored plan which gives you clarity on your messaging, content, distribution and implementation.

Obviously for bigger law firms with multiple teams or offices the consulting and planning stage can cost 10’s of thousands of dollars. They simply have far more to bring together and require more time to do it.

On top of the one off plans a lot of business owners really value the support a business coach or mentor can provide. Don’t get too hung up on titles, these people will support you and your business with a range of skills and experience. Expect to pay anywhere from $350-$1000 an hour depending on the focus of the session. You would expect to pay a minimum of $500 for a 90 minute session with a reputable coach each month.

As part of our services we offer any legal clients that want it our CMO session each month. These sessions cover everything from client acquisition to how our clients are coping! We find it is a great way to provide a level of support to business owners who have few avenues.

Hot Tip - Have a clear marketing and business development plan for your law firm. Invest the time and effort to properly define your client avatar and make sure that whatever you are creating for your business is made for them. Someone who can help you develop a plan you are confident in will add significant value to your business and take away a big part of the “am I doing this right” stress.

Download a copy of our services guide.

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