It's not enough to be a great lawyer in today's legal market; you also need to be visible, trustworthy, and have a steady stream of clients. A Chief Marketing Officer (CMO) for law firms is someone who does this. Corporate CMOs have been using digital channels to grow businesses for a long time, but many law firms are now starting to experience the same benefits.

A law firm CMO helps lawyers focus on practicing law while growing in a way that is sustainable in the long term.

Why law firms need digital channels to grow

You can't just rely on referrals anymore. The 2024 Legal Trends Report by Clio says that 68% of clients look online before choosing a lawyer. That implies your business needs to have a digital presence.

A CMO makes sure that your law firm is seen on the right channels:

• SEO and Content Marketing: Getting to the top of the search results for "personal injury lawyer near me" or "immigration attorney in [city]" might mean thousands of dollars in cases.

• Paid Ads (Google and Meta): When campaigns are run well, they bring in qualified leads faster than organic alternatives.

• Branding on Social Media: Having the same voice on LinkedIn, Instagram, and even TikTok fosters trust and familiarity.

What a CMO Does to Help a Law Firm Grow

A CMO doesn't only “do marketing.” They make sure that every dollar spent brings in leads, revenue, and overall growth of the law firm.

For instance:

• A CMO doesn't just run Facebook ads. They make a funnel strategy so clients who click on advertisements get a retargeted offer and then book a consultation.

• Instead of writing random blogs, a CMO makes a content calendar that focuses on SEO-friendly keywords like "workers' comp attorney marketing" or "family law firm online strategy."

In short, they make marketing a way to grow instead of just an expense.

What to Compare: Having vs. Not Having a CMO

• Without a CMO, law firms often spend too much on agencies that don't get them clear results, use too many platforms without analyzing ROI, and depend too much on word-of-mouth.

• With a CMO, law firms execute campaigns based on data, make wise decisions about how to spend their money (knowing when to save and when to spend), and always gain clients from digital channels.

HubSpot's 2025 Marketing Report demonstrates that businesses with dedicated marketing directors develop 40% faster than those without. Law firms are no different.

FAQs for Law Firms Thinking About Hiring a CMO

Q1: Do small law firms really need a CMO?

Yes. A fractional or outsourced CMO may help even tiny firms. The role ensures you get strategy and leadership without the cost of a full-time executive.

Q2: What does a CMO do to help law firms with their digital marketing?

A CMO manages SEO, paid ads, and social media, ensuring all channels work together. Instead of isolated tactics, you get a growth-focused system that scales your caseload predictably.

Q3: What digital marketing platforms should law firms focus on to grow?

Law firms should focus on a mix of high-ROI digital channels. For most practices, the top three are:

• Search Engine Optimization (SEO): Ranking on Google for terms like “personal injury lawyer near me” or “immigration attorney [city name]” drives qualified leads that are actively searching.

• Google Local Service Ads (LSAs): These appear at the very top of search results and generate highly targeted calls from clients in your practice area.

• Content Marketing & Social Media: Blogs, videos, and LinkedIn posts build trust, showcase expertise, and increase visibility.

The right channel mix depends on your practice area. A CMO helps law firms decide where to invest so they scale faster without wasting budget.

Want to grow your law firm?

LEXGRO helps law firms develop by giving them digital platforms that are backed by data.

👉 Call today to set up a free strategy call!