Law firm marketing
Marketing for solo and small law firms
PSM Marketing is the outsourced marketing department for solo attorneys and small law firms. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that gives you the plan, website and visibility of a larger firm, starting with the Quickstart Package at $2,000 to $4,000 a month.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
How clients choose a solo or small firm
Clients often prefer a smaller firm for the personal attention. Your marketing needs to show that advantage clearly, without a big-firm budget.
A clear niche stands out
Clients look for the go-to attorney for their problem. A focused practice area is easier to market than a general one.
Referrals still lead
Other attorneys, past clients and local professionals send much of a small firm's work. A simple plan keeps those relationships active.
Your website and reviews do the screening
Before they call, people check your site and Google reviews to see if you're credible and responsive.
Consistency beats budget
Regular posts, newsletters and updates matter more than big campaigns. Small firms win by showing up steadily.
Your outsourced marketing department
When you're the whole firm, marketing is easy to put off. PSM Marketing gives you 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. Most solo attorneys start with the Quickstart Package.
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 solo and small law firms
Strategy
A practical, written plan that fits your time and budget, built on The Four Pillars of Marketing™.
Branding
A professional look and clear message that make a small firm look as credible as a large one.
Websites
A fast, easy-to-update site that explains your practice and makes it simple to schedule a consultation.
SEO
Local search visibility, your Google Business Profile and a steady flow of reviews.
AI search optimization
Visibility when people ask ChatGPT, Gemini, Perplexity, Copilot or Claude for a lawyer in your area.
Content + communications
Blogs, LinkedIn posts and simple newsletters that keep you in front of clients and referral sources, always edited and approved by a person.
Also for law firms: Local SEO for lawyers · Reputation management · All law firm marketing
What lawyers say
“PSM is an extremely professional and effective marketing firm that will go above and beyond your expectations. [...] I was looking everywhere for an effective marketing firm but also within my budget. PSM hit every mark and I was impressed with the presentation of their services.”
— Nate Bernard, attorney, Chicago, IL
“Terrie Wheeler (principal at PSM) is a keen intellect and a superb resource for all things related to legal marketing.”
— Brad L., Google review
“When I first sat down with Terrie and Michelle, I knew that they were something special. They didn't just listen and give me a standard boiler plate response I've seen again and again. [...] If you are looking for true marketing partners, look no further than PSM Marketing.”
— Jack Rice, attorney, St. Paul, MN
Marketing for solo and small law firms: questions
What's the best way for a solo attorney to start marketing?
Most solo attorneys start with the Quickstart Package. It builds your marketing plan and the essentials to carry it out, for $2,000 to $4,000 a month.
How much should a small law firm spend on marketing?
It depends on your goals and market. Many small firms invest a few percent of revenue. PSM's Quickstart Package runs $2,000 to $4,000 a month.
What marketing works best for small law firms?
A focused niche, referral relationships, local SEO, Google reviews and consistent, helpful content.
Can you help a solo attorney with business development?
Yes. Terrie S. Wheeler, MBC, coaches attorneys one-on-one to build relationships and their own books of business.
Do you work with solo attorneys 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.