Legal marketing trends: The case for clear communication

Take the lead by positioning your firm as an expert on AI’s legal impact with content that is clear, reactive and simplifies these emerging challenges.

Rapidly changing technology and client expectations are driving unprecedented change in the legal profession. So, while the law can still evolve slowly over time, it’s time for law firms to accelerate their marketing strategies or risk being dismissed.

In this changing market, it’s vital for law firms to clearly communicate their values, simplify complex issues, and meet clients where they are – online and looking for on-demand solutions to their legal challenges that are easy to understand.

Let’s take a look at the evidence:

1. AI and “LawTech”: How legal marketing can lead the conversation

Artificial intelligence is creating complex new legal questions around intellectual property, liability and ethics. And from document drafts to “e-discovery”, its ability to automate is also changing the way the industry works.

But just because a subject is complex, it doesn’t mean the way you talk about it has to make it harder to understand. In fact, the more complex it is, the more important it is to communicate clearly if you want to lead the conversation.

Don’t rely on our verdict, ask the judges (800 of them). A Michigan Bar Journal study found that when presented with two versions of a legal argument, 66% preferred the plain-English version, finding it “clearer, more persuasive, and easier to follow” than traditional legalese.

Take the lead by positioning your firm as an expert on AI’s legal impact with content that is clear, reactive and simplifies these emerging challenges.

We helped the World Intellectual Property Organization (WIPO) to develop a tone of voice strategy that allowed it to communicate complex intellectual property issues with clarity and consistency.

Taking the same approach to your website can ensure your AI discussions are framed in a way that is understandable and accessible to all audiences, no matter what their level of expertise.

2. Digital-first law firms: What the industry can learn from finance

Legal clients are no longer just demanding expertise, they want convenient and fast access to services and support. And while word of mouth may still be important, a 2024 Solicitors Regulation Authority report found that 41% of consumers now shop around online while searching for a legal service provider.

The shift to putting customer experience first mirrors the financial sector where challenger banks disrupted the market with easy-to-use apps and seamless digital services – driving the established brands to improve their communications and content.

Challenger banks created effortless customer journeys, so it’s time for legal firms to use the best digital marketing strategies to do the same:

• Re-assess your UX to make sure everyone’s online experience makes sense or your audiences will soon be looking somewhere else.
• Take a fresh look at your pages. A good audit can help identify the content that isn’t working and find gaps that need filling to help turn website visitors into clients.
• Don’t stop communicating. Regular, valuable communication builds trust. Develop an email and social strategy that keeps clients informed, engaged and entertained.

3. Fixed-fee legal services: Why trust is your best marketing strategy

Client expectations aren’t just shifting how the legal industry communicates, they’re also changing how they charge for services, with over half of UK firms saying they expect an increase in fixed-fee billing in 2025.

Lack of certainty about costs and fees can create friction and put off potential clients. But this isn’t just about cost, it’s also about trust.

Brands can establish trust through clear, reassuring and client-focused marketing that removes uncertainty and helps build stronger relationships.

When leading commercial insurer NIG wanted to build trust with brokers, we used these principles to help the brand create relevant and practical content that they could rely on when their clients needed it most.

How to build trust through marketing content:

• Position your firm as a reliable guide. Clients often look for legal help in difficult or complex situations. Use your content marketing to show your firm is authoritative, helpful and clear in its communication, not just about fees but the whole legal process.
• Make complex things simple. Trust is built by making an audience feel informed and supported. Position your brand through thought leadership content, blogs and FAQs that answer common anxieties and concerns.
• Promote people not personas. Drive trust through case studies of your clients, experts and experience. Articles, videos, podcasts and virtual events can all showcase real-world examples and build credibility.

The case for clear communication: How to win legal clients in 2025

From navigating the challenges and opportunities created by AI and LawTech to delivering seamless digital experiences, the law firms with the strongest argument to win more clients in 2025 will be the ones that rethink how they engage their audiences.

Clear communication doesn’t mean dumbing down complex issues, it’s what builds trust, authority and helps win long-term business. So, if your firm’s marketing isn’t making a strong enough case, it’s time to get in touch.