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Beyond the Billboard: Why Law Firm Marketing Starts with Operations

  • Writer: Julie Fisher
    Julie Fisher
  • Apr 4
  • 4 min read

Updated: Aug 25

The Visibility Myth in Legal Marketing: a law firm marketing program has to be supported by its operations. In fact, it's the basis of your value propositions. Learn some ways in this blog to effectively assess yours before you throw another marketing agency tactic to gain more leads.


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In the legal marketing world, there's a persistent myth that growth begins with visibility. Get yourself a billboard, run some Google ads, post regularly on social media, and the clients will follow. Right?


Wrong.


After spending years in-house at law firms of various sizes, I've seen firsthand how this approach consistently disappoints. The painful truth is that marketing without operational infrastructure is like building a beautiful storefront for a building with no foundation. It might look impressive initially, but it won't stand for long.


Here's what most agencies won't tell you: The most brilliant marketing campaign in the world can't save a law firm with broken intake processes, inconsistent client communication, or non-existent follow-up systems.


When Marketing Fails, Operations Are Often to Blame


Let me paint a familiar picture. A boutique personal injury firm invests $10,000 in a targeted digital campaign. The leads pour in, their phone is ringing off the hook. Success! Except...the receptionist isn't trained on proper intake. Consultation scheduling is inconsistent. The attorney review process has no clear timeline. And nobody is tracking which leads actually convert to clients.


Three months later, the managing partner declares marketing "doesn't work for us." But the real failure wasn't the marketing, it was the operational disconnect.


What Happens After the Phone Rings Matters Most


At Fisher Marketing Services, the approach to growth is a full spectrum one. It's more than just marketing and business development. It's more than a Google campaign or billboard. What it is, is about your operations and how potential new clients are being handled after they have contacted your law firm. This is where your law firm measures up against your competitors more than you realize.


Of course your marketing program gets assessed and evaluated on all levels. And, your business development strategies matter too. But it is your operations that make the measure of your law firm's abilities in the eyes of your leads and that first impression is a critical one.


Operation-based questions to consider:


  • How quickly are potential clients responded to?

  • What happens during that first phone call?

  • Is client communication consistent across all team members?

  • Does your intake system capture critical referral source information?

  • Can you track a client from first contact to final invoice?

  • Did they receive a "white-glove" experience throughout their journey?

  • Was their experience different than what they perceived it was going to be?


Only when these operational foundations are solid do we turn to external marketing. Because visibility without readiness isn't an opportunity; it's a liability. Your legal practice's operations build and reinforce your brand authority, business development, and competitive edge. So, it is important to us that we assess it for any potential weaknesses.


Before You Launch That Campaign, Check Your Law Firm's Strategy


This isn't the flashy approach most agencies lead their pitch deck with. They'd rather sell you a shiny new website or a complex social media strategy. But having sat in marketing leadership roles inside law firms, I've learned that effective, long-term growth begins with learning what your operations is doing and what they're capable of.


The strategic alignment of your internal processes with your external promotion is a necessity. Agencies do not provide this important feature - your marketing leadership should be doing this. Generally, referred to as Operational Marketing.

So, before you approve that new billboard or LinkedIn campaign, take a hard look at what happens when someone responds to it. Your operations aren't just an afterthought to marketing; they're the backbone that gives it strength.


Learn More About Operational Marketing and It's Role in Your Law Firm's Marketing Strategy


If you're tired of marketing efforts that don't deliver consistent results or you aren't really sure what your agency is delivering, perhaps it's time to look beneath the surface. At Fisher Marketing Services, our marketing focus will incorporate a sort of Operational Marketing Assessment. One that examines your firm's current state of readiness and its ability to take on growth.


This assessment can include:


  • Evaluation of your client journey from first contact to case resolution

  • Review of your intake systems and communication protocols

  • Analysis of your referral tracking and source attribution

  • Identification of operational bottlenecks affecting marketing performance


No hard sell, no cookie-cutter solutions, just an honest conversation about where your firm stands and what practical steps might strengthen your foundation.


Let's start by having a conversation about your law firm and how things are going. Book a complimentary 30- minute call with me and let's find out if my services can help build a better practice this year!


Smiling person with blonde hair in circular frame, indoors. Background shows part of a door and soft lighting, conveying a cheerful mood.
Julie Fisher, CEO & Fractional CMO

Julie Fisher lives in Beaumont and is the founder of Fisher Marketing Services LLC, a leading fractional CMO and marketing agency. Julie's agency focuses on law firm marketing leadership and related counseling, with a strong focus on marketing strategy and planning. She serves solo, small to mid-sized boutique law firms nationwide. Julie has over 30 years of B2B and B2C account management, business development, and marketing experience that includes over 7 years of in-house law firm marketing leadership. You can reach her at juliefisher@fisher-marketing.com or follow her on LinkedIn: Julie Fisher - Fractional law firm CMO.


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