---
title: "Free marketing checklist for lawyers: a 12-point plan you can use today"
url: https://notionforlawyers.com/freebies/marketing-for-lawyers
updated: 2026-10-17
author: Raghav Handa
---

# Free marketing checklist for lawyers: a 12-point plan you can use today

This free checklist gives solo lawyers and small firms a 12-point marketing plan covering positioning, website basics, referral habits, content, tracking and advertising-rule checks. It is a guide written on this page, not a download. Work through it in a Notion page or on paper, one point per week.

## Key takeaways

- Start with who you serve and what problem you solve, before any tactics.
- Referrals and your existing clients often outperform paid channels for small practices.
- Track enquiries by source so you know what works.
- Check your jurisdiction's lawyer advertising rules before publishing.

## How to use this checklist

General information, not legal or regulatory advice. This is a free guide with the content on this page; there is nothing to download. Copy the points into a Notion page and tick them off, one per week.


## The 12 points

| # | Action | Done when |
| --- | --- | --- |
| 1 | Define your ideal client and practice focus | One sentence you can say aloud |
| 2 | Write a clear one-line description of what you do | A stranger understands it |
| 3 | Set up a simple website with services, contact and your bio | Phone and email visible on every page |
| 4 | Claim and complete your professional directory and map listings | Details match your website |
| 5 | List your best referral sources | Ten names, with last contact date |
| 6 | Schedule a monthly check-in with referral sources | Dates in your calendar |
| 7 | Answer the five most common client questions in plain-language pages | Five pages published |
| 8 | Create a follow-up routine for enquiries | Reply target set, e.g. same day |
| 9 | Record where every enquiry came from | A source column in your enquiries list |
| 10 | Ask satisfied clients for feedback, within your rules | A short request template ready |
| 11 | Review advertising and confidentiality rules | A one-page note of what you may say |
| 12 | Review results each quarter | Keep, stop, try next |


## Track it in Notion

A small Enquiries database is enough: Name or reference, Date, Source, Matter type, Status (New, Contacted, Consulted, Retained, Declined) and Next step. Add a view grouped by Source. If you use LawyerOS Pro, the Clients and Matters databases give you the places to convert an enquiry into a matter; marketing tracking is something you add yourself.

- Intake and conflict checks in Notion: https://notionforlawyers.com/blog/notion-client-intake-and-conflict-checks
- Marketing with AI: https://notionforlawyers.com/library/guide-marketing-with-ai
- LawyerOS: https://notionforlawyers.com/library/lawyer-os


## Common mistakes

- Promising outcomes or using language that could mislead
- Publishing client details without consent
- Spreading effort across ten channels instead of two
- Not replying quickly to enquiries
- Never measuring what works


## FAQ

### Is there a file to download?

No. The checklist is on this page. Copy it into Notion or a document.

### Which point matters most?

Positioning and referral follow-up, for most small practices.

### Do the rules differ by jurisdiction?

Yes. Lawyer advertising and solicitation rules vary, so check your regulator.

### Can AI help?

It can help draft and repurpose content; see the AI marketing guide.