Law firm marketing
Content and communications for law firms
PSM Marketing writes and manages content and communications for law firms as part of an outsourced marketing program. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that keeps your firm in front of clients and referral sources with articles, newsletters, client alerts and LinkedIn posts, written in your voice and sent on schedule.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
Why consistent communication wins work
Most people don't need a lawyer today. The firm they remember on the day they do is the one that stayed in touch.
Referral sources need reminders
Other attorneys, CPAs and advisors send work to the lawyers they've heard from lately. Regular updates keep your name in mind.
Past clients come back
A useful newsletter turns a finished matter into repeat work and referrals instead of a lost contact.
Content shows expertise
Articles and alerts on new laws and common questions prove what your attorneys know before the first meeting.
Content feeds search and AI
Every helpful article gives Google and AI tools like ChatGPT another reason to find and cite your firm.
How to start a law firm newsletter
A newsletter is the easiest way for most firms to stay in touch. These six steps take one from idea to inbox.
STEP 01
Build your list
Gather clients, past clients, referral sources and contacts from your CRM and attorneys' address books, with permission to email them.
STEP 02
Split it into groups
Business owners, families and referral sources want different news. Even two or three groups make each email more relevant.
STEP 03
Pick a schedule you can keep
Monthly or quarterly beats weekly bursts that fade. Put the dates on the calendar for the year.
STEP 04
Lead with useful news
Law changes, deadlines and answers to common questions come first. Firm news and wins come second.
STEP 05
Write in plain language
Short articles, clear headlines and one call to action. Write for clients, not other lawyers.
STEP 06
Measure and adjust
Track opens, clicks, replies and new matters, then do more of what readers respond to.
Ethics apply to email too
Newsletters and client alerts are communications about your services, so they can't be false or misleading. Some states also have labeling rules for solicitations. PSM Marketing builds those rules into every send.
Written by people, approved by you
PSM writers draft every piece in your firm's voice. Your attorneys review and approve it before it goes out.
Your outsourced marketing department
Content works when it's consistent, and consistency is where most firms fall behind. PSM Marketing plans, writes and sends it every month as your outsourced marketing department, with 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.
Learn more →
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.
Learn more →
Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
Learn more →
Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
Learn more →
What content + communications includes
Articles and blogs
Practice area articles and FAQs that answer real client questions and help your site rank.
Email newsletters
Monthly or quarterly newsletters, designed, written and sent to segmented lists.
Client alerts
Quick updates when a law, rule or deadline changes, so clients hear it from you first.
LinkedIn and social content
Posts for your firm page and ghostwritten content for attorneys who want to build their name.
Press releases and media
Announcements for new partners, offices, awards and big results, plus pitches to local and legal media.
Digital advertising
Google Ads, Local Services Ads and targeted LinkedIn and social campaigns, tracked to calls and inquiries.
Also for law firms: Social media · Law firm SEO · All law firm marketing
What lawyers say
“Terrie and Michelle are incredibly accessible and collaborative. They genuinely listen to our ideas and always find ways to build on them and make them even better.”
— Kat T., Google review
“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.”
— Todd T., Google review
“I have worked with Terrie and her PSM team for many many years, and I can't say enough good things about them. They are the BEST for legal marketing and networking and business development.”
— Toni H., Google review
Content + communications for law firms: questions
What content should a law firm publish?
Articles and FAQs that answer the questions clients ask, updates on law changes, firm news and attorney insights. Useful beats promotional.
How often should a law firm send a newsletter?
Monthly or quarterly works for most firms. Pick a schedule you can keep, since consistency matters more than frequency.
Who writes the content?
PSM Marketing writers draft everything in your firm's voice. Your attorneys review and approve each piece before it's published or sent.
Do you use AI to write content?
PSM may use AI tools for research and first drafts, but every piece is written, edited and approved by people, and fact-checked for your practice and jurisdiction.
Can attorneys post on LinkedIn without it taking much time?
Yes. PSM can ghostwrite posts from short interviews or notes, so attorneys only review and approve.
How do you measure content results?
Newsletter opens and clicks, website traffic to articles, search rankings, replies and, most important, new inquiries and matters.
Do you work with law 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.