Market Your Law Firm Like a Chess Grandmaster
If your marketing feels scattered, reactionary, or inconsistent, you’re not alone. Many solo and small firm attorneys know they need to market their practice, but they often take a “move-by-move” approach—trying random tactics with no cohesive plan. If that sounds familiar, it’s time to shift your thinking.
Start thinking about your marketing strategy like a chess grandmaster approaches the board. Your marketing needs to be strategic and have an endgame, just like a chess match.
1. Every Move Must Have a Purpose
Grandmasters never move a piece just to do something. Each move is part of a larger plan. Your marketing should work the same way. Whether it’s a new website page, a YouTube video, an email campaign, or a Google ad, every element must support a larger strategic goal.
For example, if you create a landing page, what is its purpose? Is it designed to educate potential clients, collect contact information, or convert them into a scheduled consultation? Without clarity on the purpose, you risk wasting time and money.
Treat each marketing effort as a chess move—thoughtful, intentional, and advancing you closer to your ultimate goal.
2. You Need to See Several Moves Ahead
In chess, it’s not about the next move—it’s about the sequence that follows. A smart attorney knows that getting a website visitor is just the beginning. What happens after they read your blog or download your guide?
Think through your client journey: from initial exposure (e.g., a Facebook ad) to exploration (e.g., reading testimonials), to engagement (e.g., booking a consult), to retention (e.g., ongoing legal services or referrals). Map out that sequence.
Just like a chess player plans multiple moves in advance, your marketing should be part of a well-structured funnel that gently guides potential clients from awareness to action.
3. Watch the Competition and Adapt Accordingly
The best chess players adapt based on their opponent’s strategy. They study openings, anticipate counterattacks, and adjust their tactics accordingly. In law firm marketing, your competition is doing the same—competing for the same clients in your practice area and geographic market.
To stay ahead, you need to know what others are doing. Are competitors outranking you in search results? Are they offering more compelling value propositions, or using newer platforms like video more effectively? Pay attention to the competitive landscape, then adapt your content, channels, and messaging to differentiate your firm.
Being adaptable isn’t just about internal performance metrics—it’s also about responding to the moves your competitors are making.
4. Positioning Is Everything
In chess, control of the center gives you leverage. In marketing, your positioning defines how potential clients perceive your firm.
If you position yourself as the high-end, specialized expert, your marketing should reflect that through premium design, high-value content, and messaging that speaks to discerning clients. On the other hand, if you’re marketing to busy families needing fast, affordable help, your tone, layout, and offers should emphasize ease and accessibility.
Effective positioning attracts the right clients—and just as importantly, repels the wrong ones. You don’t want every lead. You want the right lead.
5. Patience and Consistency Win the Game
Grandmasters know they won’t win in five moves. The same is true for marketing. The most effective firms are those who execute consistently over time.
Imagine a lawyer who blogs weekly, sends out a useful monthly email, and runs modest but targeted ads. Compare that to someone who runs a big campaign every six months and disappears in between. Over time, the steady marketer builds trust, authority, and top-of-mind presence.
Like a well-played endgame, success comes to those who stay disciplined and keep showing up. You don’t need flash—you need focus.
Final Thoughts
Marketing doesn’t have to feel chaotic or confusing. Like chess, it rewards preparation, discipline, and strategic thinking. If your current approach feels more like guesswork than a plan, it may be time to reframe how you’re playing the game.
Want help creating a smarter, more strategic marketing plan for your firm? Let’s talk about how you can implement systems that bring clarity, consistency, and better results over time. Click here to schedule an initial call!
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