One of the biggest mistakes we see in legal marketing? Trying to do too much, too fast with too little impact.
It’s understandable. When a firm is hungry for growth, the instinct is to cast a wide net. Add more channels. Spread budget across more platforms. Try to be everywhere at once. But in most cases, that instinct doesn’t scale your results—it waters them down.
More is not always better.
In fact, more can often be the enemy of effective.
I’ve worked with firms that were active across seven platforms but had no real traction in any of them. The messaging was inconsistent. The brand voice was muddy. And the frequency—the one thing that actually drives memorability—was stretched too thin to matter.
The result? A scattered presence. High spend. Low impact.
Compare that with firms that make disciplined, strategic choices. They focus their budget on fewer, higher-impact placements. They go deeper in markets they can dominate. They don’t chase visibility—they earn presence.
And the payoff? Stronger brand recall. More qualified leads. Lower cost per case.
Here’s the truth no one tells you in the beginning:
The goal isn’t to be everywhere.
The goal is to be unignorable, somewhere.
That means:
- Running creative that’s sharp and repeatable
- Owning key times or platforms with consistency
- Prioritizing frequency over variety
- Choosing the right media mix, not just a wide one
We once helped a client reduce their media mix from five platforms to three. But we increased their weekly frequency and improved creative cohesion. Within 60 days, their inbound call volume was up, intake quality had improved, and they felt clearer about what was actually working.
Why? Because we stopped chasing coverage and started owning attention.
This isn’t about doing less for the sake of it. It’s about doing less so the right things can work better. And that’s especially true for firms with limited budgets or those trying to scale up from an early stage. You don’t have to look big—you have to land big.
When we simplify with strategy, we unlock momentum.
And momentum is what grows firms—not media clutter.
For help with your law firm’s marketing strategy, contact PracticeMadePerfect today.
