If you’re the managing partner or practice chair for a business litigation law practice, your role extends far beyond the courtroom; you are also the strategic architect of your firm’s growth. In today’s hyper-competitive legal industry, that means leading a smart, targeted commercial litigation marketing effort.

At Legal Expert Connections, we specialize in helping litigation firms like yours stand out in today’s crowded, high-stakes market. In fact, we’ve helped more than 250 litigation-related law firms in 43 states with business development campaigns and know what it takes to get hired as outside counsel

Whether you’re looking to attract higher-value clients, build authority in your niche, or grow your firm’s reputation, the five top litigation marketing strategies listed below will help you market more effectively and more confidently.

1. Build a Litigation Brand That Means Business

In litigation marketing, reputation is everything. But before you can build that reputation, you need to define it.

What makes your firm different? A good place to start is with your trial record. In an era where most cases settle, many lawyers have very little trial experience. Identifying the number of trials you have managed can be very impressive. You can even portray your wins and losses if the information is factual and verifiable.

Your industry-specific insight or your responsiveness to corporate clients could also be a part of your value equation. Whatever your strengths are, we help you build a brand message that’s clear, consistent, and focused on client outcomes. This is the foundation for all your marketing efforts.

2. Pick a Litigation Niche.

Targeting your litigation marketing campaign and budget will generate a greater return on investment, as opposed to being a jack of all trades.

One basic focus point is geography. If all the attorneys in your firm are licensed in one state, and you only have offices in that state, then by default that is your basic target market. But that is often not enough, especially when you are competing with other litigation law firms in the space geographic space.

Selecting an industry focus allows your litigation marketing efforts to gain better visibility. Your options could include construction, franchises, healthcare, hospitality, insurance, manufacturing, real estate, retail, technology, or transportation.

Within an industry, you could even develop core capabilities in certain types of business or commercial disputes, like employment law, breach of contract, or shareholder disputes.

3. Target Litigation Marketing to Current and Past Clients

Your current and past clients represent 100% of your revenue stream. They are also your best source for new business in the short run. A monthly client newsletter, delivered via email, is an excellent way to stay in touch with this important group.

Fill your newsletter with information about a recent favorable outcome you’ve achieved or a significant court ruling. Also share news about attorney activities and your participation in local Bar or civic activities.

We are a Constant Contact marketing partner, which means that we help many law firms write and distribute newsletters.

4. Speak and Publish on Business Litigation Topics

Speaking to an audience of prospective clients is one of the best possible ways to demonstrate your legal knowledge. You will be able to lay the foundation for a long-term relationship by providing valuable information that can help prospects minimize risk, protect their business interests, comply with regulations, or sustain a competitive advantage. Qualified prospects are automatically attracted to you when you present yourself as a trustworthy counselor.

Writing an article is another excellent investment of your time on a smaller scale, especially if the thought of making a speech causes you to break out in a cold sweat. Sharing your thoughts on paper is an ideal alternative. Corporate general counsel, among others, frequently contact attorneys based on published articles.

Getting your name in print as an author provides the equivalent of an independent third-party endorsement of your legal expertise. We help you to discover the many ways you can turn your penmanship into professional business development opportunities.

5. Put LinkedIn Marketing to Work for You

Digital marketing is a critical component of your integrated litigation marketing program. In the legal market, this means that being visible (or invisible) on LinkedIn can be a key determinant in your marketing success.

Business litigation law firms should have an active company page (it’s free) plus each attorney should also have a current personal profile page. Other best practices include building your network through connections, news posts, and comments on other posts.

Since attorneys are often too busy to market, outsourcing your social media management can help you stay competitive in this highly visible digital marketing platform.

Summary

Business litigation marketing is a process and not an event. Starting with a written law firm marketing plan, managing partners can engage a litigation marketing agency like Legal Expert Connections, Inc. to retain current clients and create new qualified business development opportunities.

Let’s Build Your Business Litigation Marketing Strategy Together

If you are the managing partner or practice chair for a litigation-oriented law firm, let’s talk about your business development goals for 2025 and beyond. As one of our clients, you will benefit from exclusive territories, ensuring dedicated attention within your market.

We have helped more than 250 litigation-oriented law firms in 40+ states pursue new client opportunities as of June 2025. Our focus is on the business-to-business market, including but not limited to commercial litigation, business law, civil litigation, and criminal defense in white collar matters.

We are experienced in many lines of legal liability and regulatory requirements, including auto, business, compliance, construction, cybersecurity, employment law, ERISA, homeowners, immigration, insurance, intellectual property, premises, products, professional liability, tax, transportation and trucking, trusts and estates, whistleblower, white collar, and workers’ compensation.

Our industry knowledge includes education, environmental, forensic accounting, healthcare, hospitality, manufacturing, municipal, professional services, real estate, restaurants, retail, and transportation.

Legal Expert Connections, Inc. offers three key benefits for marketing campaigns nationwide:

1. We serve as your outsourced legal marketing department. You get the equivalent of a “Chief Marketing Officer” level professional team for an affordable monthly investment. Our ideal client is a small to mid-sized law firm—generally five to 25 attorneys—that needs marketing assistance but does not want to incur the cost and management time needed to maintain in-house staffing.
2. You get a structured business development process. We accelerate your growth with a proven legal marketing campaign that brings discipline, focus, and productivity to your marketing efforts.
3. Increase revenue with Bar-compliant legal marketing campaigns. We have a deep understanding of attorney advertising guidelines across the U.S. Ultimate compliance responsibility rests with the law firm.

Contact Margaret Grisdela, a legal marketing consultant, at 1-561-266-1030 or via email. Connect with Margaret Grisdela on LinkedIn.

Related Business Litigation Articles

Why Smart Law Firms Are Outsourcing Legal Marketing in 2025
Attorney Marketing: How to Prospect on LinkedIn
Forensic Accountant Marketing: How to Market Services to Attorneys