Who Is Your Target Audience?

Who Is Your Target Audience?

Starting a new law firm is no small feat. Between ensuring you have the right certifications, setting up an office, and assembling a team, there’s a lot to handle. One critical aspect that’s often overlooked in the early stages is defining a target audience. As a new law firm, it’s essential to know exactly whom you’re serving. Just like in digital marketing, where one wouldn’t run a campaign without understanding their audience, the same principle applies to law. Let’s break it down.

1. Understand the Nature of Your Expertise Personal Injury? Corporate Law? Family Law? Identify your firm’s primary areas of expertise. Your audience will largely be defined by the type of legal services you provide. For example, a firm specializing in patent law will target inventors and companies, whereas a personal injury firm might target individuals who’ve suffered accidents.

2. Geographic Scope Local? Statewide? National? Determine the geographical boundaries of your services. If you’re a small local firm, it’s more effective to focus on local clients. On the other hand, a firm with ambitions to serve at a national level will have a broader target audience.

3. Demographics Who are the people that typically need your services? Consider age, gender, occupation, socioeconomic status, education, and any other relevant demographic factors. For instance, family lawyers might focus on couples in their 30s and 40s, while estate planning attorneys could target seniors.

4. Psychographics What drives your potential clients? Understand their behavior, interests, values, and lifestyle. A corporate attorney might look for CEOs or business owners who value long-term partnerships and are seeking consistent legal counsel.

5. Analyze Competitors Who are they serving, and how can you differentiate? By analyzing competitors, you can find niches they may have overlooked or target audiences they’ve underserved. This insight can give your new law firm a competitive edge.

6. Utilize Digital Platforms As a heads-up to the digital marketing pros out there, platforms like Facebook, LinkedIn, and Google provide powerful analytics that can give insights into potential audiences. By running small campaigns or surveys, you can gain invaluable data on who might be looking for your services.

7. Regularly Reassess and Adjust The legal landscape is dynamic, and your audience can change. Mergers, new laws, or societal shifts can all impact who needs your services. Regularly revisiting and adjusting your target audience ensures your firm remains relevant.


Defining a target audience is a mix of art and science. It requires both data-driven analysis and a touch of intuition. But remember, it’s not just about numbers. It’s about understanding the real people behind those numbers. By identifying and resonating with your target audience, your new law firm is not just on the path to success; it’s on the path to making meaningful impacts in people’s lives.

Here’s to finding your audience and making your mark in the legal world!