The New Rules of Relevance in Legal Marketing

We attended the Legal Marketing Association (LMA) National Conference in Washington, D.C., in April to distill some of the knowledge we’ve gained from our work in the legal ecosystem.

Here are some of the highlights worth keeping in mind as you set out your strategy for the next year:

 

From Voice to Visibility

Legal marketing has long lived by the gospel of Share of Voice. You measured how often your firm was mentioned, how loudly you amplified your message, and how many pixels you dominated in industry publications. But let’s be honest — it’s 2025. Brands need more than volume; they need visibility. And visibility today means showing up in the places your future clients are actually searching.

That’s why it’s time to retire “Share of Voice” and embrace Share of Model: a modern metric rooted in Share of Search and designed for a world where AI and search engines are deciding which firms rise and which fade.

Here’s the kicker: Share of Model isn’t just a buzzier phrase. It’s a strategic lens. One that empowers law firms to:

• Quantify their real-time visibility and competitive strength.
• Allocate resources based on actual client intent (not gut feelings or knee-jerk reactions).
• Demonstrate marketing ROI with cold, hard data.
• Attract the right kind of client: the one already looking for exactly what you offer.

Think of it this way: Share of Model tells you if your brand is showing up in the digital “shortlist” that clients use when legal needs arise. The tool doesn’t care how loud you are. It cares how useful, trustworthy, and relevant you are.

And in a world where LLMs are scanning the internet to answer complex legal questions instantly, your firm’s content must not only exist — it must excel. Share of Model tracks just that.

 

Rethink Your Approach to SEO

We’ll say it louder for the marketers in the back: SEO is not dead. But it’s had a major glow-up.

In the age of AI, traditional keyword stuffing is the marketing equivalent of faxing your resume. Today’s clients aren’t searching “employment law Chicago firm” anymore. They’re asking, “What are my rights as a remote employee facing discrimination?”

Search has become conversational, contextual, personalized — and, increasingly, algorithmically complex.

Here’s how the rules have changed:

• Semantic search is supreme: AI now understands intent. Your content must, too. It’s not about repeating “intellectual property lawyer” ten times. It’s about answering the questions that phrase implies.
• Featured snippets are the new battleground: Google and AI platforms are looking for direct, digestible answers. If your content is buried in legalese and long intros, you’re losing visibility.
• Voice and visual search are rising: People are speaking their searches — and seeing their results. Is your content optimized for natural speech and skimmability?
• AI is the new gatekeeper: When tools like ChatGPT and Perplexity summarize the web, they’re pulling from trusted, well-structured, relevant sources. If you’re not crafting content with this in mind, you’re invisible to your future clients’ new digital assistants.

What does this mean for firms?

It means rethinking SEO from the ground up, from taxonomy to tone. It means structuring your content like an expert and a teacher. And it means partnering with a team that knows how to make your firm not only discoverable, but indispensable in the digital dialogue.

 

Adopt a B2C Mindset

Legal marketing doesn’t always have a reputation for being fun, emotional, or, dare we say it, entertaining. But maybe it should.

Here’s the reality: 95 percent of business buyers aren’t actively looking for legal services right now, according to the Ehrenberg-Bass Institute. Which means your job as a marketer isn’t just to chase leads — it’s to build mental real estate. You want your firm to be the one clients think of when the need does arise.

B2C brands have nailed this. They build trust over time. They tell stories. They make people feel something. It’s time for legal marketers to follow suit.

Consider this:

• Brand building isn’t fluff; it’s future-proofing. It builds affinity before intent even enters the chat.
• Emotion drives recall. People remember what made them feel, not just what gave them facts. And yes, this works in B2B too.
• Consistency builds credibility. A clear visual identity and tone of voice create a brand people trust—even before they hire you.

Look at Salesforce: a SaaS titan using animated mascots and playful storytelling to make its brand more human. Are they sacrificing professionalism? Not even close. They’re just smart enough to know that memorability is a competitive advantage.

Your legal brand doesn’t need a cartoon mascot. It needs a voice. A story. A point of view. And, above all, it needs the confidence to be unforgettable in a sea of sameness.

At One North, we help clients bring this B2C mindset to your B2B brand — balancing relevance, emotional resonance, and authority. So when your prospects are ready, you’re not just an option. You’re the option.

 

ESG Isn’t Optional—It’s Operational

Today’s clients expect more than legal services — they expect law firms to stand for something and show it, publicly and purposefully.

Whether it’s through inclusion, pro bono work, climate responsibility, or transparent leadership, ESG has become a brand differentiator — and a trust accelerator.

ESG (Environmental, Social, and Governance) becomes part of the brand narrative — woven in authentically and effectively, not as a trend but as a testament to who law firms are.

 

Use Accessibility as a Catalyst

Accessibility isn’t just a compliance issue. It’s a business imperative. In 2025, nearly 1 in 4 adults in the U.S. requires some form of digital accommodation, according to the U.S. General Services Administration. And yet, most legal websites are still designed like it’s 2013 with tiny fonts, poor contrast, and an “oops” approach to usability.

Inclusive design doesn’t just protect your firm. It propels it. It unlocks markets, improves UX for everyone, and sends a powerful message: “We see you. You belong here.”

Designing for inclusion from day one helps your brand connect with every potential client. It builds trust, expands reach, and reinforces relevance from the start.

 

Ready to Lead the Change?

The digital landscape isn’t slowing down. And neither are we. But here’s the good news: adapting doesn’t mean starting from scratch. It means being intentional, inclusive, and always a few steps ahead.

And you don’t have to do it alone.

If you’re ready to ditch the digital duct tape and build something smarter, bolder, and future-facing, let’s talk.

Because the future isn’t just coming. It’s already here.

Photo Credit: Mahdi Mahmoodi