Successfully marketing your products, services, and solutions to the legal sector requires you to identify which firms need what you sell the most, make sure that your messaging is correct, and ensure that they see your offer.

But how do you sell to them? How do you make sure that decision makers are exposed to your products, services, and solutions?

For the next few minutes, don’t consider the newer brand-building and market positioning strategies and focus instead on a more traditional method of reaching potential clients in the sector.

Forget about Google Analytics, having a world class website and optimising your landing pages for search engines, online advertising campaigns, or your presence on social media sites

They all have their place but some of the highest and quickest returns on marketing are delivered constantly by three of the oldest and most established promotional channels around – email marketing campaigns, telemarketing, and postal marketing.

This is direct marketing – a method of advertising where you can choose which solicitors’ practices and barristers’ chambers you market to, what you sell to them, and how they receive your sales message.

This is a sales-driven marketing strategy which has nothing to do with inbound marketing or your company’s social media presence.

Even in this digital marketing era, cold approaches to B2B decision-makers still produce the greatest return on advertising strategies, far greater than most other marketing activities.

To find out more about reaching law practice decision makers, please call 0330 010 3495 for free advice or you can click here to email us.

So, what is direct marketing, and why does this more traditional form of advertising to target audience continue to be so successful?

Marketing to law firms

Over 15,000 practices
13,900+ contact names
9,200+ telephone numbers
2,800+ email addresses
Sell direct to solicitors & barristers
Data only or managed service
To find out more about selling your products & services direct to solicitors and barristers, please fill in the box on the right or call us on:
0330 010 3495
or you can click here to email us

    Leave an enquiry
    Send us your details and we'll email or call you back.
    To send us a message with your enquiry, please use the form at the bottom of this page
    To speak with an account manager about selling your products & services direct to solicitors and barristers, call
    0330 010 3495
    or you can click here to email us

    Email, phone, and postal marketing to solicitors and barristers – your new law firm marketing strategy

    Approaching your company’s business development through the use of direct marketing involves communicating a specific offer you choose which is designed to appeal the most to the target audience you’ve selected based upon how interested you believe they are likely to be in your products and services.

    When you use cold approach direct marketing, you contact the law firms you’re targeting regardless of whether they have heard of your business before.

    The three main direct marketing channels are:

    To create a successful direct marketing strategy, you need to:

    • know which solicitors’ practices and barristers’ chambers are most likely to need what you sell,
    • understand exactly how your product or service solves a problem or creates an opportunity and be able to explain how in a short space of time,
    • purchase or build a list of the solicitors or barristers who have the budget to purchase from you,
    • send targeted messages to each of the law firms you want to sell to frequently, and
    • follow up immediately on any leads which your marketing campaigns generate.

    In this article, we share the tips, tactics, and insights used by our direct marketing agency whether you just purchase the data from us or you engage us to run the campaigns (including creation of telesales scripts, email copy, and sales letters) for you.

    Understand your target audience and what you say to them

    The first major step in creating any successful direct cold approach strategy is to know what value your products and services to law firms and to know which solicitors and barristers will appreciate and want the value what you sell delivers.

    Get to know your audience

    Packing up all law firms into one big category is a common misstep we see companies make when engaging with potential clients in the legal sector.

    Solicitors’ practices and barristers’ chambers are all different from each other – no two are the same.

    Therefore, you should align your direct marketing strategy with the niche of your target law firms.

    For example, a law firm may solely focus on criminal law, divorce law, employment law, or any other legal discipline.

    Bigger firms have legal services offerings across many categories.

    A law firm specialized in environmental law will have a different perspective on marketing expenditure than a law firm experienced in mergers and acquisitions.

    If you target both these firms, you must understand their differences in mindset and the way in which they operate. Otherwise, the likely return you’ll make from your marketing efforts will diminish.

    With every single approach, you should consider factors such as the law firm size, structure, competencies, and acquisition channels.

    1. What information does More Than Words hold on UK solicitors and barristers’ chambers?

    On our UK business database, the list of solicitors contained within it includes:

    • 13,789 contact names (the name of a budget-holding decision-maker with a particular law firm)
    • geographical location details for 15,275 practices (full area details for postal marketing campaign including postcode information),
    • 9,098 telephone numbers, and
    • 2,773 email addresses (including each law firm’s website address).

    Our list of barristers in England and Wales includes:

    • 221 barrister contact names (the name of a budget-holding decision-maker with particular chambers)
    • postal address details for 237 chambers (enabling you to choose specific geographical areas to focus your direct marketing campaigns in),
    • 154 business telephone numbers, and
    • 54 business email addresses (including a chambers’ website address).

    You don’t have to purchase the details of all the solicitors or barristers contained in our database. Instead, let us find the legal practices most likely to need your products and services.

    Contact us, let us know about your business and what you sell as well as why a law firm would need it – we’ll then search for the solicitors and barristers of greatest commercial value to you.

    2. Understand how your product or service solves a problem or presents an opportunity for a law firm – your value proposition

    Most firms spend money on companies’ products and services only when they deliver one or more of the four following outcomes:

    Greater revenue

    Your product or service helps them gaining new clients. Make sure you tell them how your offering will help reduce focus on back-office activities instead of core legal matters and potential clients.

    Cost reduction

    In many cases, the vendors selected initially based on price and quality change their specifications. Can you offer a law firm something they already use but at a cheaper price and of equivalent quality and efficacy?

    Competitive advantage

    A law firm is similar to any other business.

    The legal market is very competitive so solicitors and barristers will look for services that help the law firm grow.

    Can you help them grow their client base? Are you an expert in marketing legal services?

    Low effort and high outcome service offerings

    The decision-makers within a law firm are busy people and they’re interested only in greater outcomes with less effort.

    To generate leads and sales from them, make sure that you demonstrate the ease with which your product, service, or solution could be introduced and managed.

    In any direct marketing campaign, you need to be able to quickly and quantify in some way the financial or operational difference that your products and services deliver.

    3. Separate the benefits from the features

    A feature is a quality that a product or service possesses while a benefit is an advantage that a product or service delivers.

    Benefits are nearly always much easier for potential clients to understand and appreciate than features during the sales process.

    It’s only with really technical products and services where features are sometimes more important, close to the point of decision. For example, a law firm uses legal technology so understanding the features of such products and the benefits they deliver is very important.

    But remember that marketing is not there to sell – the job of marketing is to deliver a message of interest to the target audience to generate leads. It’s then the sales team’s job to take the lead and close it.

    In every campaign, make sure that the benefits and features are clear and understandable to a layperson if you want the greatest number of leads from your campaigns.

    4. Understand the purchasing process and key decision-makers

    Typically, law firms don’t have a hierarchical business structure. They don’t even have a marketing department.

    Understanding this structure is important for determining who within the law firm you need to contact to secure your business.

    With our list of UK solicitors, let us help you find a partner within each firm with the responsibility for purchasing the products and services you sell.

    You can use the data for 12 months and, during the year, you’ll have access to support from our data and advertising teams as well as from your account manager.

    5 .Refine your copy and social proof

    Solicitors have studied and worked for over a decade in an institutionalized system which requires high standards for the use of language and references. You must avoid marketing jargon and an exaggerated of the features and benefits – they see it as salesy and inaccurate.

    It would be best if your message was pitched in the language they use at work – your marketing messages should be both factual and serious in tone.

    Most firms look for credibility so include testimonials from legal clients on your website.

    For example, do you have video testimonials from paying clients in the legal sector? Do you have blog posts and case studies explaining your solutions’ detailed and their bespoke nature and showing that you’re not a one-size-fits-all supplier?

    Make sure you re-use and re-purpose the ones which reflect the commercial interests and needs of the solicitors you’re targeting.

    Marketing to law firms

    Over 15,000 practices
    13,900+ contact names
    9,200+ telephone numbers
    2,800+ email addresses
    Sell direct to solicitors & barristers
    Data only or managed service
    To find out more about selling your products & services direct to solicitors and barristers, please fill in the box on the right or call us on:
    0330 010 3495
    or you can click here to email us

      Leave an enquiry
      Send us your details and we'll email or call you back.
      To send us a message with your enquiry, please use the form at the bottom of this page
      To speak with an account manager about selling your products & services direct to solicitors and barristers, call
      0330 010 3495
      or you can click here to email us

      Finding your audience with direct B2B marketing

      Now you know which legal firms you’re targeting, you need to source the data for your direct marketing campaigns.

      You can choose which solicitors to target by the geographical location details or the number of employees of their law firm.

      To create a bespoke database of decision-makers within solicitors’ practices most likely to need your products and services, please call 0330 010 8300 or click here to email our B2B data lists team.

      You don’t have to purchase the details of all the legal practices contained on our database of law firms. Instead, let us search for the solicitors’ practices and barristers’ chambers most likely to need your products and services.

      Types of business in the legal sector

      Legal firms in the UK are divided between solicitors and barristers. Solicitors have direct access to clients while barristers are specialized in courtroom advocacy (although the distinction has blurred since the introduction of Direct Access).

      The legal sector in the UK is structured as it follows:

      • City law firms – these traditional law firms have their offices in central London and provide services related to corporate finances.
      • National law firms – have several offices around the UK and a broad range of clients from different sectors.
      • Regional law firms – based outside London, these practices are associated with a particular area of the country.
      • High Street law firms – small firms that operate out of a single office.

      Part of our UK business database, our list of UK solicitors and barristers is a snapshot of an important industry employing 135,000 legal professionals.

      With it, you can find a solicitor within each law firm responsible for purchasing the products and services you sell.

      Type of buyers within the legal assistance domain

      When selling to law practices, marketers recommend contacting the decision-makers involved in a potential purchase. Understanding the business structure is important if your goal is to generate leads.

      The most common business structure of a law firm is the partnership model with the following key roles to consider:


      They have invested in the law firm and receive benefits based on the business’ performance.

      Depending on the law firm’s size, partners hold significant decision-making power when it comes to marketing and sales. These are your targeting audience.


      Associates report to partners and have little to no decision-making power related to investment decisions.

      However, they can advocate for your value proposition.


      They have some legal training. However, paralegals are not lawyers and they have no decision-making power.

      Support staff

      Many law firms have administrative support and may employ human resources specialists. In addition, larger practices may have small IT or marketing departments.

      How to target clients in the legal sector with direct marketing

      Ideally, you should extend your budget to include all three main direct marketing channels – email marketing campaigns, telemarketing campaigns, and postal marketing.

      Solicitors are hard-to-reach so digital marketing strategies do not always work. This is why the digital email promotion to legal practices is the most responsive and most affordable followed by telemarketing.

      This is when direct email campaigns prove once again their value.

      When marketing to solicitors, your message should be a personally written letter addressed to a decision-maker within the law firm. A concise and personalized message is the best strategy.

      Direct marketing’s three channels and how to use them

      Email marketing to solicitors and barristers

      B2B email marketing offers companies an average turnover return on investment of £42.24 on every £1 spent, according to the UK Data and Marketing Association.

      If you wish us to run email marketing campaigns to solicitors on your behalf, please contact us about our managed B2B email marketing campaigns.

      If you want email addresses contained on each law firm record when you contact us, please ask your account manager to include them in your search.

      So, what’s behind the most successful types of email to solicitors and barristers?

      Subject line

      The subject line should provoke interest in the email content. However, avoid making it too salesy as solicitors don’t like to waste their time.

      Email content

      The headline should deliver information and insights of real value straight away to the reader.

      You have 1-2 seconds to grab the reader’s attention with the headline. After that, you should use the email’s opening sentence or paragraph to begin to tell a simple, relatable story about your product or service and how it unlocks an opportunity for your existing client base. It would be best to link your images and your text to a page on your website.

      Remember to keep the text as concise as possible.

      At the bottom, there should be a call to action – preferably a telephone number and email address so that recipients can leave you their details for follow-up.

      Email design

      Your email should focus on legibility – the headline and the written content must be easy to read.

      Also, don’t use marketing jargon and don’t overhype what you’re selling. Decision-makers within legal practices don’t respond to such messages.

      Remember that solicitors respond to content that shows empathy for their firms’ uniques situations and problems.

      If you use imagery, make sure that, unless the appearance of your product or service is particularly important, that its size and placement do not obscure the written sales message.

      Email sending schedule

      You should email at least once a month. However, we would recommend, if possible, once a fortnight.

      You should vary the content of your emails each time making sure that you offer something of value in addition to the information about your offering to make sure the targeted audience continues to open them.

      Law firm marketing strategies for when the email campaign is over

      Three days after each broadcast, you should analyse the results.

      While most activity will occur within the first hour or two following your email marketing campaign, 99% of all activity that takes place will have happened 72 hours after transmission.

      The email marketing service you use will be able to tell you not only who opened each email and who clicked through but how many times.

      On each broadcast, you should experiment with different subject lines to improve the open rate. Of course, as recipients and subscribers become more familiar with your brand following repeated broadcasts, open rates will rise anyway. Still, the subject line you choose could significantly increase those open rates.

      Telemarketing to law firms

      Telemarketing offers you the opportunity to open a two-way dialogue with decision-makers within legal practices, book appointments, and find out important marketing information on each of the solicitors you get in touch with.

      For a telemarketing campaign to be successful, it is important to integrate it into a broader marketing strategy.

      For example, if you run a social media campaign, you can use telemarketing to call prospective clients and schedule appointments.

      They will understand the reason for the call and will respond to the request to book an appointment.

      Our list of UK solicitors can be used as the B2B telemarketing data you need to run telemarketing campaigns to find new leads and sales from legal firms.

      Alternatively, we can carry out B2B telemarketing campaigns on your behalf and, in addition to generating appointments and leads, gather information on each law firm we contact.

      When to contact prospective clients

      During business hours. Although solicitors are available 24/7 for both their paying clients and new clients, they will not like to be contacted outside office hours by salespeople.

      Similar to most business owners, solicitors don’t like time wasters. So remember to talk too much about yourself and, instead, listen to their problems and goals.

      Aim of the call

      Partners are busy people, hard to reach, so your first contact is a support staff member in many cases.

      The responsibility of these people is to restrict the number of calls related to sales although an experienced telemarketer can manage call blockers well. Make sure you progress the conversation with the goal to speak to a partner.

      When speaking to a partner that is a decision-maker within the law firm, make sure you respond accordingly to their pain points, recognize their lack of time, and concisely present a bespoke solution.

      Follow up the call

      Every time you’ve spoken with a partner, regardless of whether the call was particularly successful or not, you should email the person thanking them for their time.

      Your email should be highly personalized and it should contain your direct contact information together with an invitation to follow you on social media.

      How much revenue should you expect from your telemarketing campaigns?

      According to the UK Data and Marketing Association, telemarketing returns £11 worth of turnover for every £1 spent on it.

      Direct mail marketing to solicitors and barristers

      Direct mail marketing is the most expensive type of marketing. However, being sent something tangible and of high quality opens doors better than email and telemarketing, especially on high-ticket items and items of critical importance to a law firm (like an accounting system, procurement management, Word processing, etc.).

      According to the UK Data and Marketing Association, postal marketing achieves a response rate of 4.4%. Compare that with email marketing’s average response rate of 0.12%.

      Given the much higher costs involved in postal mail marketing, you should do it as often as you can afford it to enjoy the highest returns.

      Marketing to law firms

      Over 15,000 practices
      13,900+ contact names
      9,200+ telephone numbers
      2,800+ email addresses
      Sell direct to solicitors & barristers
      Data only or managed service
      To find out more about selling your products & services direct to solicitors and barristers, please fill in the box on the right or call us on:
      0330 010 3495
      or you can click here to email us

        Leave an enquiry
        Send us your details and we'll email or call you back.
        To send us a message with your enquiry, please use the form at the bottom of this page
        To speak with an account manager about selling your products & services direct to solicitors and barristers, call
        0330 010 3495
        or you can click here to email us

        Marketing to solicitors and barristers in the UK - FAQ

        Solicitors work on a wide range of cases, from civil law to some aspects of criminal law.

        The most common types of civil law solicitors are:

        • family law solicitors – divorce and child custody
        • personal injury law firm – secure their clients the compensation after they suffered an accident
        • immigration solicitors – deal with immigration and asylum issues
        • employment solicitors – represent both employees and employers
        • wills and probate – deal with assets of deceased people
        • conveyancing solicitors – specialized in property transactions
        • commercial solicitors – focus on aspects of law related to commercial businesses.
        • marketing lawyers – ensure that marketing campaigns are legally compliant.

        Marketing lawyers deal with many practice areas related to advertising, promotions, and marketing law.

        Some of these practice areas are direct marketing law, social media law, technology law, privacy law, intellectual property and licensing, consumer protection, fraud defense, international marketing and promotions, and many more.

        Marketing lawyers work closely with the internal marketing manager and copywriters to make sure the marketing materials are legally compliant.

        If you want to verify a law firm and see if it’s regulated for its advertised work, please check it against the Solicitors Regulation Authority. You can also use the Law Society website to do the same.

        Legal practices use countless strategies to attract new clients. Some of the methods used are digital marketing, social media marketing, inbound marketing, legal directories, etc. Online marketing or digital marketing efforts include search engine optimization, website development, and many more.

        The law firm’s growth and lead generation highly depend on a successful marketing campaign.

        More Than Words has extensive experience working with solicitors on the search for new B2B and public sector clients. To find out more, please call us on 0330 010 8300, click here to email us, or fill in the form at the bottom of the page and we’ll get back to you.

        The overall marketing budget spent by law firms in the UK legal market is 2.1%. In addition, solicitors and barristers invest in attracting potential clients to and reminding past clients of their law firm websites or social media channels.

        Some of the most common marketing strategies include email marketing, social media engagement, and content marketing.

        Subsequently, many people tend to look for a lawyer online. Thus, legal practices now often create inbound marketing campaigns making it easier for clients to find them.

        A solid digital marketing strategy is one of the biggest levers to help a law firm grow and get more clients.

        Online marketing is becoming more and more important for lawyers.

        Social media campaigns, search engines optimization, or website tracking started to gain popularity among the solicitors.

        If you want to generate a return when marketing to lawyers, solicitors, and barristers, brand-building is important over the long term.

        Solicitors talk to each other and many clients have reported to us that this is a domino marketplace. If you perform well for one law firm, your reputation for quality will spread.

        Building an online presence and participating in legal networking events are two longer-term marketing activities you should invest in however both take time to develop and lack the immediacy of direct marketing when you target clients in this sector.

        We are one of the fastest growing digital marketing agencies in the UK

        Direct marketing to law firms – get your count and quote

        Inbound marketing, law firm SEO, and social media marketing works when selling to solicitors and barristers – you can find your target marketing with these channels.

        However, although online marketing is important now for all companies selling to legal practices, waiting for leads and sales to come in seems a bit passive to many sales and marketing teams.

        Direct marketing is different – it’s proactive and, through the use of intelligent and persuasive marketing backed by a talented sales team, you can find solicitors and barristers at the right part of the buying journey ready to purchase from you straight away.

        In addition, for those law firms not quite ready to buy, you can promote the professional services you sell and your expertise in delivering to those decision-makers and begin building a relationship with them.

        To find out more about our services, please call 0330 010 3495, or you can click here to email our direct marketing team for help.

        Call 0330 010 3495

        Direct marketing to veterinarians

        To find out more, please call us on 0330 010 8300, click here to email us, or fill in the form and we’ll get back to you.