Behind the Firm: A Human Approach to Legal Marketing

Connor Lane, Merel Family Law’s in-house marketing lead, greeted me from what he called his “phone booth.” We all know it. One of those solo workspaces with just enough room for a laptop and a voice. It was the kind of comment that makes you smile: lighthearted, silly, and pretty much perfect for a guy whose job is making law firms feel just as human as they are.

This article is part of a series of real stories by real law firms. With Connor, we’re discussing the approach of marketing in law firms: why it’s so important, and how you don’t have to be a firm with a large, dedicated staff to create marketing efforts that drive real results.

43% of surveyed firm’s identified digital marketing as an additional avenue to expand their customer base, but most firms don’t have a marketing lead, a large budget, or time  to know where to begin.  

The good news? You don’t need all three. While a highly skilled marketer, Connor's success at Merel is based on one big thing: relationships-- something any firm can replicate whether they have the dedicated resources or (more likely) not.

From Journalism to Law: A Storytelling Mindset

Connor didn’t always plan on working in legal marketing. Originally graduating from the University of Arkansas with a journalism degree, he started out in the professional services space working in healthcare marketing. And though he wasn’t versed in legal marketing (like many lawyers themselves who have to run their own business), he knew he could tell a story.  

“Storytelling is a big part of what I do,” he said early on. “Making lawyers human is something I’ve always done. It’s less about ‘going to my lawyer who is an entity,’ and more about reminding clients, ‘Hey, my lawyer does and likes the same things I do.’”

Focusing on this philosophy, by bringing the personal story to life, is what Connor sees resonate in their marketing efforts. He focuses on human connections. By leveraging narrative, he increased engagement—both internally with his colleagues, and externally with clients.  

Working from the Inside Out

Merel Family Law didn’t always have a full-time marketer. Like so many mid-sized firms, they previously outsourced to vendors to handle pay per click (PPC) efforts and manage their website. But over time, the model felt too “fire-and-forget.” Campaigns were launched and left to dry, with no tangible results.  

When Connor joined the firm two years ago, one of his first moves was to assess what could realistically be brought in-house. “The first thing I did was minimize some contracts and look at what we could own ourselves,” he said.  

We talked about this a bit, especially knowing a lot of firms have thin resources. Not everything has to be internal, but deciding what you can pick up on your own can help centralize what your firm really wants to focus on and save some dollars while you’re at it.

It’s paid off for Merel. The marketing effort now feels more integrated with the firm’s values, specific goals, and way of working. Connor’s relationship-building (through his eagerness to learn the firm’s culture, gain trust, and invest his time) has changed how people and teammates engage. “Nobody wants to do a video,” he said, laughing. “But now I get emails that say, ‘Hey, I have a great idea for a video.’”

The challenge, as with many law firms, wasn’t a lack of creativity, but lack of bandwidth. Attorneys are busy, and marketing can feel like an extra chore. But Connor sees that as part of the opportunity.

While he’s familiar with paid search, SEO, and digital analytics, he’s the first to admit those aren’t his primary strengths. He’s always continuing to learn the technical side, but building relationships within and outside of the firm is what really drove success with his marketing efforts.  

“Once you build those relationships (with clients specifically, but vendors, peers etc.), people are willing to talk to you. They know you, and they trust you’re going to tell their story,” Connor shared.  

“The biggest thing a marketer can do is make friends with the people you’re working with,”  

Why Online Presence Is Everything

When Connor joined Merel Family Law, the firm was growing, transitioning from a solo practice to ultimately becoming a 20+ attorney team. It was certainly time for a rebrand. But instead of focusing only on a new logo and an ad campaign, Connor narrowed in on something that would keep their marketing successful: aligning the firm’s online presence with the reputation they were building offline.

For law firms, online presence really isn’t optional, it’s a foundational part of running a firm.  

“Having an attorney who can practice law is just as important as having an online presence,” Connor said. “You can’t do one without the other.”

Marketing is ever-evolving and there are so many ways to dig in, so I asked Connor what the key ongoing pillars were to Merel’s strategy; what’s their “business as usual?” He identified three key components of their marketing mix: SEO, PPC, and reputation management. He acknowledged pay-per-click advertising remains the firm’s “backbone” for consistent lead generation, but they’re really starting to focus on strategic SEO as well. “It was either neglected or done poorly before,” Connor shared, a struggle common across the legal industry.  

Often firms rely on outsourcing vendors, but Connor warns against one-size-fits-all legal marketing agencies who promise results without understanding the firm’s community, brand, or long-term goals. Working with vendors can be a great solution, especially if your firm doesn’t have the bandwidth to take on a specific marketing effort. But his big advice? Find an agency that doesn’t rely on their “we know lawyers” corporate messaging. Make sure you have a connection with the person managing your account and have the ability to communicate with them often.  

“Work with the right people.” Connor emphasizes. “If you’re working with  a vendor, read reviews, talk to other lawyers and ask about their experience. Grow those relationships and get tangible advice.”

The right vendor will be accessible and reflect who the firm really is - and helps future clients see that too.

And that’s where online presence becomes not just a tactic, but a reflection of credibility. Whether a client finds you through a referral, an ad, or a billboard, they’re going to Google you. If your website doesn’t build trust, if your digital experience feels outdated or mismatched with the advertising you created and leverage, you may lose the lead in the disconnect.

Today’s clients expect their legal teams to be as digitally accessible as the rest of their lives have become. That doesn’t mean attorneys themselves need to be digital experts, but having a team committed to making the firm visible, professional, and forward-thinking online is essential. It’s a direct signal to clients that you invest not just in your attorneys, but in their experience and case.  

Advice for Firms Without a Connor

Most small firms won’t have someone like Connor on staff. We know it’s often the legal professional who cares deeply about their area of law, but is struggling to follow through on the business ends of things. His advice? Focus small, and focus smart.

1. Build relationships always – Whether you hire a vendor or find a freelancer, talk to other firms and ask what’s worked for them. Prioritize people you can actually talk to—people who’ll meet with you weekly or quarterly, who’ll treat you like a partner, not a package. ‍
2. Go where your clients are – “We cut our Twitter,” he said bluntly. “It wasn’t helping us reach the right people.” Instead, they leaned into platforms where they could post consistently and meaningfully. “It’s better to have one consistently active social account than to have three platforms you never update.” ‍
3. Be Authentic – “The word authenticity gets tossed around a lot,” Connor said. “But all it means is: show people who you really are. Talk about the work you do. Be the version of yourself that your client will meet in the room.” ‍
4. Stay Consistent – Whether it’s one post a week or one campaign a quarter, keep showing up. An outdated blog or a silent Instagram can send the wrong message to potential clients: “If they didn’t follow through here… will they follow through on my case?”

Human Stories, Real Value

Some of the firm’s most successful content hasn’t been budget heavy, over produced ads—it’s been simple, heartfelt videos. One passionate lawyer made a short video about mediation. The next day, someone called and asked to work with them. “You seemed like my attorney in that video,” they said.

That’s the power of a human approach. And as a human-centric profession, it’s something all lawyers can bring to the marketing table.