Law firm marketing
Marketing for litigation law firms
PSM Marketing is the outsourced marketing department for litigation firms. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that builds the reputation, attorney visibility and referral relationships that bring commercial, civil and insurance defense matters to your firm.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
How clients choose a litigation firm
Litigation clients want a firm that has handled cases like theirs. Most arrive through a referral, then check your record before they call.
Other lawyers send the cases
Transactional attorneys, in-house counsel and firms with conflicts refer much of the work. Staying in front of them matters more than any ad.
Your record does the talking
Clients look for experience with cases like theirs: trial results, practice areas, industries served and published decisions.
Attorney bios get read closely
General counsel and business owners study your litigators' bios before they decide who to trust with a dispute.
Expertise has to be visible
Articles, speaking and LinkedIn posts on trends in your practice area keep your firm in mind before a dispute starts.
Your outsourced marketing department
Your litigators should be preparing for trial, not updating websites or writing newsletters. PSM Marketing gives your firm a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
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Quickstart Package
A marketing plan and the essentials to carry it out, for smaller firms and solo practitioners, at $2,000 to $4,000 a month.
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Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
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Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
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How PSM helps litigation firms
Strategy
A written plan for referral sources, thought leadership and search, built on The Four Pillars of Marketing™ and reviewed with you every month.
Branding
A clear position, whether you thrive at trial or resolve disputes before they get there, carried through your site, bios and proposals.
Websites
A credible site with practice area pages, representative matters and attorney bios that show your experience.
SEO
Visibility for searches like “commercial litigation attorney” and for your attorneys' names, plus your Google Business Profile and reviews.
AI search optimization
Visibility when general counsel or business owners ask ChatGPT, Gemini, Perplexity, Copilot or Claude for a litigation firm.
Content + communications
Articles on how litigation works, case updates and newsletters for referral sources, always edited and approved by a person.
Also for law firms: Local SEO for lawyers · Reputation management · All law firm marketing
What clients say
“PSM has been our outside marketing firm since 2019 and they have been great partners. Our law firm has grown from six lawyers to 15 now, and PSM has kept pace with our growth. They are strategic, practical, knowledgeable, and enthusiastically helpful.”
— Todd T., Google review
“Terrie Wheeler (principal at PSM) is a keen intellect and a superb resource for all things related to legal marketing.”
— Brad L., Google review
“They are the best for legal marketing and networking and business development.”
— Toni H., Google review
Marketing for litigation firms: questions
How do litigation firms get new clients?
Mostly through referrals from other attorneys, in-house counsel and past clients, supported by strong attorney bios, a record of results and visible thought leadership.
Can litigation firms share case results?
Often, with client permission and the disclaimers your state requires. Results should be accurate and not imply that outcomes are guaranteed.
What content works best for a litigation firm?
Articles that explain the process, such as how long litigation takes, what to expect in discovery and how to prepare for a deposition, plus timely updates on your practice area.
Can you help our litigators with business development?
Yes. Terrie S. Wheeler, MBC, coaches attorneys one-on-one to build relationships with referral sources and grow their own books of business.
Do you work with litigation firms outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with law firms across the country by video.
Law firm marketing insights
Let's talk about your firm's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.