Holiday Marketing Strategies for Law Firms
- Update and Align Your Directories: Ensure all business listings (Google, Yelp, Avvo) are accurate, up-to-date, and keyword-optimized to improve visibility and reduce client confusion during the holidays.
- Automate Reviews and Content: Send automated review requests post-case and preschedule educational content that addresses timely client concerns like year-end filings or custody arrangements.
- Use Local Insights to Plan Ahead: Leverage Google Business analytics and review trends to guide 2026 campaigns—focusing resources where your firm gains the most traction.
Holidays have long been a careful balancing act for law firms, whether it’s family, divorce, or personal injury law. With both clients and staff trying to prepare for the new year, balls are often dropped as pressure rises.
What’s more, the holiday season is usually when law firms become entirely wrapped up in billable hours. As the focus shifts to profits, it’s easy to neglect the marketing tactics that reward your current customers, foster new leads, and generate additional business.
It’s always going to be challenging to strategize your precious time over the holidays, even with all the automation tools at your disposal. If you’re looking for holiday marketing tips that can simplify your life, we’ll look at how to approach the situation so you’re not pulled in 10 directions.
Why Online Visibility Matters
Before you start devising your law firm’s holiday marketing messaging, consider why it’s so important to stay on top of this task. No matter how busy you are now — and chances are you’re overwhelmed as 2025 wraps up — keeping up your digital momentum is the best way to avoid slowing down as the hectic holidays quickly morph into your more stagnant months.
This makes your holiday marketing, whether it’s a law firm holiday card or an automated review request, not so much a distraction, but a pivotal precaution to keep your firm on people’s minds so they’re more likely to call you when the chips are down. The catch is that you’ll need more than just a few social posts or half-hearted emails to stand out.
Directory Updates
Updating your directory is a basic step that’s unfortunately easy to discount or push to the side. (Consider how many times you’ve asked whether a business is open on New Year’s Eve or not.) Failing to update your directory doesn’t just frustrate clients, though, it can lead to lots of wasted staff hours answering simple questions.
Double-Check Information
Google, Yelp, Avvo: no matter where your practice shows up, your information needs to be accurate and complete. For example, if Yelp shows that you specialize in dog-bite injuries but Google doesn’t mention dogs at all, you’ll either need to delete dog bites from Yelp or add dog bites to Google.
Now is also a good time to clarify when your office can be reached. So, if the firm takes off the entire week between Christmas and New Year’s Eve, the adjusted hours should be clearly communicated across every platform.
This is especially important for firms that see a lot of last-minute requests from clients due to volatile cases. So, if a client wants to make a change to a pre-nup for their Christmas wedding, they can quickly clarify availability.
Tips for Higher Search Visibility
For the best SEO, we recommend the following:
- Tackle every section: Leaving out information can hurt your search rankings, so even if a directory section isn’t relevant to the firm, you don’t want to skip it entirely.
- Create separate profiles: If you have several locations, it’s important to have separate profiles for each one — even if your service menu is consistent across the board.
- Regular updates: The more often you update your profile, whether it’s a new staff photo or additional service, the more likely you are to appear at the top.
- Add keywords: With AI changing search habits, it’s critical to maintain your keywords to drive your local search results.
Automated Review Requests
Review requests are a year-round tip rather than a holiday marketing example, but again, liable to be brushed aside over the holidays. This step is not only efficient, it’s also the key to reinforcing your marketing claims via honest and transparent client feedback.
Prompt Your Clients
An automated review request is a quick way to prompt a client to jot down their thoughts — while everything is still fresh in their minds. As soon as the case wraps up, send out a reminder via text or email. The happiest clients will be thrilled to crow about your firm, but even less satisfied client reviews give you the opportunity to follow up.
Seamless Integration
The best review requests integrate with your current systems. For example, you might send a review request to a client directly after you have a final wrap-up Zoom call. Having a strong protocol is especially important around the holidays, so you don’t miss clients in the end-of-the-year rush.
Preschedule Content
Whether it’s email or social, you can improve your digital profile with prescheduled content. If your team is expected to wear multiple hats, you might want to schedule content at least two months in advance to avoid an unexpected slowdown.
Types of Content
We recommend posts that speak directly to frequently asked questions, whether it’s about extenuating circumstances for different types of cases or your firm’s win percentage.
The good news is that most people who are opening or involved in a case are usually deeply invested in it, so you have built-in interest. The bad news is that your messaging needs to be specific without overwhelming clients with technical jargon, which can be a tall order.
Holiday Marketing Themes
Keep in mind that your content should be as relevant as it is sensitive to the client. If you’re representing a divorce law firm, the holidays might be a particularly touchy time. Tailoring posts around the biggest stumbling blocks, whether it’s custody fights or medical bills, can be a good way to stand out against banal holiday cheer.
The Advantages of Automation
Automating tasks removes the busy work of marketing, giving you the chance to grow your client base and balloon your bottom line.
Directory Services
Directory services offer in-depth tools beyond the ability to respond to customer complaints. For example, Google Business Profile allows you to track photo views and customer actions across a week, month, or quarter.
Compare how often you appear in Google Search against Google Maps when people search for law firms in their area, or see what customers did after running across your listing (e.g., called the firm, etc.). You can use this information to reallocate resources in 2026 to where you’ll gain the most traction. For example, you might run a special promotion to spread awareness of a new service or generate more cases for a new attorney.
Review Requests
The more reviews you have, the easier it is to spot the patterns behind your revenue. For example, maybe you’re consistently promoting your firm’s stellar customer service, even when all of your client reviews rave about the settlement size.
Automated review requests not only give you more data to work with, they give you more time to identify and leverage trends. This can help you strategize holiday marketing campaigns with enough impact to stretch into the new year.
Preschedule Content
The best content is a gold mine for clients, and this is true whether they’re at the top or the bottom of the funnel. If you can tailor content in a way that sparks curiosity, you can inspire even the most ambivalent person to take the next step.
So, if you represent a personal injury firm that handles car crashes, your posts might focus on how injuries can often take weeks or months to reveal the full extent of the issue. Or if you’re marketing to divorcees, you might detail the differences between spousal and child support.
How to Ramp Up Your Holiday Marketing for Success in 2026
Law firm owners and managers who don’t want a huge slump after a huge spike should consider how a local marketing firm can help. Surefire Local specializes in helping small firms stay on top of their online visibility:
- Directory management: Our team can update and sync your firm’s information to all directories (more than 70), giving you bandwidth to launch more compelling campaigns.
- Reputation management: We request reviews and respond to customers, which can both highlight your customer service and provide insight into your conflict resolution style. When lawsuits and disputes are so high-stakes, this step can reassure prospective clients that calmer heads do prevail, and it can provide perspective to clients who are unhappy with how they were treated or the case’s final results.
- Content scheduling: Your content calendar matters, whether it’s daily Facebook posts or annual newsletters. We can help you keep your social posts and content calendars on track, so you can maintain your search rankings. Plus, we can ensure that your holiday messaging is on-point, so you aren’t losing the thread.
When you’re already under enough pressure to keep up with staffing and scheduling, holiday marketing can easily be swept under the rug. Surefire Local helps you find tactics that speak to your local demographic, tapping into the unique needs of your clients even as the seasons change.
Want to see how law firms get better long-term marketing strategies without overwhelming staff? Click here for a Surefire Local demo!
