Blog Post
In April, I attended the Legal Marketing Association conference in Washington, DC, which left me energized, inspired, and a little introspective. Across the sessions I joined, one core idea kept resurfacing:
In today’s evolving legal landscape, success doesn’t just belong to the most visible firm. It belongs to the one that connects with intention, authenticity, and trust.
As marketers, we’re being called to reimagine our role. We’re not just building websites or crafting pitches—we’re shaping how law firms appear in the world. Below are four key lessons I took away that I believe will define the next era of legal marketing.
1. Say What Only You Can Say: The Power of Story and Tone
One of the most compelling sessions I attended featured President Obama’s former speechwriters, Cody Keenan and Terry Szuplat. Their central message: Stop writing like a lawyer and start writing like a human.
Too often, legal messaging is formal, overly technical, or just plain dry. But people remember stories, not statutes. Clients are more likely to trust and engage with authentic, emotional, and clear messaging. This doesn’t mean sacrificing professionalism—it means leading with purpose.
Keenan and Szuplat encouraged us to write like we were speaking to one person and ask: What can only we say? What message can only this firm or lawyer deliver? What do we stand for?
The session also explored how tone and cadence affect comprehension. Cody Keenan, one of the speechwriters, described Obama once asking him, “Do you listen to jazz?” not as a throwaway line but because writing is like jazz. It’s about the rhythm, emotion, and pause. Sometimes, the most powerful part of a speech or message is the silence between two thoughts—the moment someone really absorbs what you’re saying.
They also tackled a more difficult question: Do law firms take a stand? As political discourse becomes more volatile, firms are increasingly caught in the crosshairs. President Trump has criticized law firms for their perceived political affiliations. Harvard University recently faced a loss in donor support for standing firm in its values. The lesson? Be intentional. Speak from a place of principle. Ask not just whether this message works today, but whether we will be proud of this message tomorrow.
Finally, they reminded us not to take edits personally. Feedback from colleagues, editors, or even clients is part of the process. People with different perspectives and experiences often catch what we can’t see. When it comes to creating meaningful, inclusive messages, collaboration strengthens the final product. It’s how you go from a message to the message.
2. First Comes Trust, Then Comes Competence
Another standout session explored the psychology of first impressions. It turns out that when someone meets a lawyer or visits their website, they subconsciously ask two questions:
- Can I trust this person?
- Can I respect this person?
And trust always comes first.
That insight has significant implications for legal marketing. So much of our content—especially bios and credentials—is built to prove competence. However, we have to earn a sense of trust before people care about how experienced someone is.
How marketers can build trust for lawyers:
- Start bios with a personal "why." Why did this person become a lawyer? What motivates them?
- Add warmth to tone. Use first-person language, when possible, simplify jargon, and write conversationally.
- Highlight values and empathy. Showcase community involvement, volunteer work, or practice philosophies that speak to human connection.
- Coach for social media presence. Encourage lawyers to share personal insights, express gratitude, or highlight the achievements of others.
- Use approachable visuals. Friendly headshots, welcoming colour palettes, and photos that reflect diversity can help humanize the brand.
Ultimately, legal clients aren’t just hiring expertise, they’re hiring someone they feel they can trust with high-stakes problems.
3. SEO Is Evolving: Authority, Not Just Keywords
AI and large language models (LLMs) are fundamentally reshaping search visibility. Tools, like ChatGPT and Google Gemini, are changing how users search for and consume legal information. Instead of keyword-based results, these models surface content based on context, trust, and intent.
This gives rise to a new concept: Share of Model. In other words, how often and how confidently are LLMs referencing your brand or content when providing answers?
How to get your firm "trusted" by AI:
- Write high-quality, long-form content that answers real client questions.
- Use natural, conversational language rather than keyword stuffing.
- Create topic clusters. Don’t just have one page on personal injury; create related blog posts, FAQs, case studies, etc.
- Earn backlinks from trusted sources, like legal directories, media outlets, or bar associations.
- Maintain a consistent voice and update content regularly to stay relevant.
AI-powered tools are looking for trustworthy, human-friendly content. The goal isn’t just to "rank," but to own the moments that matter when someone searches for help or advice.
4. Accessibility and Inclusion Are Strategic Differentiators
One of the most impactful themes across sessions was that accessibility is not a checkbox, it’s a competitive advantage.
In 2023 alone, accessibility lawsuits rose by 14%. But this isn’t just about avoiding legal risk. Clients today—especially younger or socially conscious ones—expect inclusive, intuitive digital experiences.
Technology is constantly evolving, and law firms need to ensure their digital experiences keep pace. Accessibility isn't a one-time project; it's an ongoing commitment to inclusivity as platforms, devices, and user expectations change.
Practical steps for inclusive legal marketing:
- Audit and update websites to meet WCAG 2.1 AA standards and beyond.
- Use plain language and avoid legalese in content.
- Include alt text, accessible navigation, and proper contrast ratios.
- Showcase diversity in visuals, examples, and language.
- Offer content in multiple languages where relevant.
Inclusive design is also about usability for everyone—not just those with disabilities. Well-structured, easy-to-navigate digital experiences benefit all users. As one speaker said, "This isn’t just good practice—it’s good business."
Final Thoughts: Marketing with Meaning
If there was one overarching theme from the conference, it was this:
Legal marketing is shifting — from technical to relational, from transactional to intentional.
Firms that lead with empathy, trust, and clarity will be the ones that stand out. That means:
- Crafting messaging that reflects values.
- Building trust before promoting credentials.
- Designing inclusive, accessible experiences.
- Supporting lawyers not just as experts, but as humans.
Marketing with meaning isn’t a trend, it’s the new baseline. And the firms that embrace it will be the ones who stay relevant in a rapidly changing world.
At Cubicle Fugitive, we help law firms stay on top of evolving changes in legal marketing. To learn how we can help your firm develop a compelling strategy that elevates visibility and builds client trust.