Community + Relationships

How Lawyers Can Build a Community Presence


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  • It’s important for all lawyers, but especially solo practitioners, to become a true part of the community, and to put a human face to their business
  • Be specific about what you offer and focus on that in your marketing
  • Let people know your practice’s story, and volunteer to help small businesses and not-for-profits where you can

Building a community presence is important for all lawyers, and especially crucial for solo practitioners.

There is no more effective marketing strategy than to get involved in your own community, becoming the first place locals go when they need legal assistance. Simply putting a human face to any business automatically gives it a boost to a company can seem more theoretical to people without that human touch. Keep reading for some steps every kind of law office can take to get involved in the community and become more well-known locally.

Be Specific

Focus on a particular service you offer or area you work in, and heavily promote it so your office becomes synonymous with that specific thing. When choosing what to focus on, keep in mind the strengths of your expertise, your personality, and what the legal trends in your area are likely to be. Tailor your marketing to the area and the people in it, making sure to be as relevant as possible.

Tell a Story

You and your legal practice have a story. Tell people about it! Everyone loves a good story, and people will be interested in why you opened your practice, why you chose this location, and what you are looking forward to doing in the community. Stay away from boasting, sounding like you’re selling something, or letting the details get too boring. Your goal here is to be open and likeable, and to inspire trust.

What’s the most compelling part of your story? What details of your journey to becoming a lawyer and why you chose your practice area are the most interesting?

Get out There and Help

There are bound to be several opportunities to make the community aware of your presence and present yourself and your business as eager to help. Volunteering to help small businesses by conducting seminars or joining community service projects with local not-for-profits will not only make sure everyone knows who you are, but will be rewarding for you, as well. Hosting your own charity event can also be quite effective, and will solidify the idea that you care about the community and think of your practice as part of it.

Other community leaders will be of great help to you if they have good experiences with you and come to know you as someone to count on. And of course, once those who are already trusted and respected vouch for you, you’ll be on more people’s radar.

What's Next

Over the next month, create at least two opportunities to engage with and help the local community: What small businesses can you help? What not-for-profits can you work with?