Simplicity in Legal Marketing: How Focused Strategies Drive Law Firm Success

By Steve Fretzin & Bo Royal

Simplicity in Legal Marketing: How Focused Strategies Drive Law Firm Success

When it comes to making your law firm stand out, simplicity is often the key to success. I was reminded of this talking with Bo Royal, CEO of Pareto Legal, who brings a refreshing perspective to legal marketing. With years of experience working with large brands like Calvin Klein and GNC before transitioning into the legal sector, Bo’s insights are not just practical—they’re essential for any law firm looking to thrive in today’s competitive environment.

He’s approach centers on the 80/20 principle, a concept pioneered by the Italian economist Vilfredo Pareto, which argues that 20% of your efforts lead to 80% of your results. This idea resonates deeply with how I work with my clients. Whether you’re focusing on building strategic alliances or refining your marketing strategy, knowing where to allocate your energy makes all the difference. It’s about doing less, but doing it better.

I often emphasize the importance of focusing on the right activities. In networking, for instance, you don’t need to have hundreds of weak connections. Instead, your goal should be to nurture that top 20%—the connections that lead to tangible results. The same is true when it comes to legal marketing, and Bo’s application of the Pareto principle to law firms hit home.

In our conversation, we touched on common mistakes law firms make with their websites. One of the biggest? Overcomplicating things. Many firms think they need a complete overhaul when in reality, optimizing just a few key pages can lead to significant improvements. Your homepage, practice area pages, and landing pages are where most of your traffic will land. If you streamline and optimize these, you can see substantial results without the need for a massive redesign. This aligns perfectly with the idea of simplicity being sophisticated, a philosophy we both share.

Another critical subject to consider is the importance of A/B testing. Bo pointed out that many law firms overlook this fundamental aspect of marketing. They put a website out there and forget about it. But what if testing a different headline or a new call to action could increase conversions? It’s something simple, easy to implement, and doesn’t require massive resources—just attention to detail and a willingness to experiment. For a firm focused on results, this should be a no-brainer.

From my own experience, I can tell you that one of the biggest missed opportunities is failing to use data. Whether it’s call tracking or Google Analytics, law firms must be aware of how their website is performing. Without proper tracking, it’s impossible to know where your traffic is coming from or how effective your landing pages are. Bo and I agreed that understanding and owning your data is essential. It’s not enough to rely on your marketing agency to handle everything—you need to be actively engaged in the process.

Bo’s perspective on simplifying the intake process was another major point of interest. Firms often create forms that are either too complicated or too simple. Both extremes can harm lead quality. A two-step form is a clever solution that strikes the right balance. Start simple, then gather more detailed information once the potential client is already invested. It’s all about making it easy for clients to take the next step while giving your intake team the information they need to prioritize high-quality leads.

Another area where simplicity reigns is in your website’s imagery and overall design. Stock photos may seem like an easy fix, but potential clients see right through them. If you want to make a real connection, invest in high-quality, authentic photography and video content. Not only does it build trust, but it also differentiates your firm from the hundreds of others vying for attention online.

Looking ahead, Bo and I also discussed some emerging trends in law firm marketing. The rise of AI is undoubtedly going to play a role in content creation, but it’s essential to ensure that this content remains accurate and human-centered. The same goes for video content, which is becoming an increasingly important tool for educating potential clients. Short, informative videos on your website can be the difference between a client reaching out or moving on to the next firm.

Bo emphasized the growing importance of catering to a Spanish-speaking audience. With a rising population of Spanish speakers in the U.S., having a website that addresses this audience not only increases accessibility but also opens up an untapped market that many firms are ignoring.

Our conversation was a reminder that simplicity and focus are at the heart of successful legal marketing. Whether it’s refining your website, simplifying your intake process, or targeting the right audience, the key is to do less but do it better. As lawyers, we often complicate things, but in reality, making the complex simple is the ultimate sophistication.

If there’s one takeaway from this discussion, it’s that being intentional with your marketing efforts—whether it’s your website design, content strategy, or data tracking—will yield the best results. Keep it simple, stay focused on what matters, and you’ll see the benefits in your bottom line.

For more information about taking your law practice to the next level, please email me directly at steve@fretzin.com.

Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at steve@fretzin.com.

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