Let’s be honest, marketing legal services is challenging, but marketing niche legal services like brief writing and appellate work requires a particularly strategic approach.
Unlike trial work, where attorneys often gain recognition through courtroom presence and client victories, appellate and legal writing specialists must actively position themselves as indispensable to other lawyers and firms that may not have their particular skill set at the ready.
That said, attorneys who excel at these highly specialized services can carve out a lucrative practice by virtue of their expertise. But how do you effectively advertise these skills? How do you ensure that busy trial attorneys and firms recognize the value of outsourcing appellate and complex motion work to you?
This article breaks down practical, actionable strategies to help you effectively market your appellate and brief writing services through both digital and traditional advertising methods.
Understand your audience: Who needs brief writing and appellate services?
The first step in any successful advertising effort is to understand who your ideal clients are. By identifying your audience, you can craft targeted marketing messages that speak directly to their pain points and needs.
So, let’s start by taking a look at the attorneys and firms most likely to need outsourced brief writing or appellate work:
1. Solo and small firm trial attorneys
Many solo practitioners and small firm litigators focus on trial work and either dislike or lack the time to draft appellate briefs or complex dispositive motions. Thus, these attorneys often prefer to outsource these skills to specialists.
2. Mid-sized and large firms
Even many larger firms cannot justify full-time appellate departments. As a result, they often need external support. These firms also value specialists who have the expertise to step in and handle high-stakes appeals or specialized motion practice.
3. General practitioners and firms expanding into new practice areas
Attorneys handling unfamiliar case types may need extra support in legal research and writing. For example, a personal injury attorney venturing into medical malpractice appeals may prefer to work with an appellate specialist rather than handling it alone.
4. Corporate legal departments
Companies involved in high-stakes litigation sometimes seek outside appellate specialists to assist their trial teams. Establishing a reputation in this niche area can lead to long-term relationships with in-house legal teams.
5. Legal aid and nonprofit organizations
Legal nonprofit organizations often have high caseloads and limited resources. And, in some jurisdictions, there are nonprofits that exist solely to pursue appeals for indigent litigants; many of these organizations outsource complex appellate briefs to freelance legal writers or contract appellate attorneys.
Position yourself: Create a compelling brand
Now that you know who needs your services, the next step is to position yourself as the go-to expert for appellate and complex brief writing work. Here are some of the key ways to do that:
Define your niche
Instead of advertising as a general “appellate attorney” or “brief writer,” highlight the niche practice areas where you excel. For example, you could market yourself as:
- A civil appeals specialist
- A criminal appellate attorney
- A dispositive motion and trial support expert
- A freelance discovery motion writer
The more specific your niche, the easier it is to stand out.
Craft a unique selling proposition (USP)
Your USP should answer this question: Why should attorneys hire you instead of handling the work in-house?
Some compelling USPs for appellate and brief writing services might include:
- Efficiency – “Outsource your appellate briefs and dispositive motions to an expert so you can focus on client service.”
- Persuasive writing – “I craft data-driven appellate arguments that resonate with judges and increase your chances of success.”
- Cost-effectiveness – “Hiring a freelance appellate specialist is more affordable than bringing on a full-time associate.”
Your marketing should reinforce your value in every ad, social media post, or client conversation.
Showcase your expertise and build trust
Attorneys hiring brief writers and appellate lawyers want proof that you know what you’re doing. Here’s how to establish credibility:
- Highlight past experience: If you’ve won notable appeals, clerked for a judge, or worked in an appellate practice group, showcase it.
- Publish thought leadership content: Writing articles, whitepapers, or blog posts about appellate best practices can help position you as an expert.
- Speak at legal events: Presenting CLEs or speaking at bar association events on appellate law and brief writing helps build credibility.
Once you establish yourself as an authority, attorneys will be more likely to seek you out for their brief writing and appellate needs.
Digital marketing strategies to attract clients
These days, a strong digital presence is necessary for reaching attorneys who need appellate and brief writing support. Here’s how to make your online marketing work for you.
Optimize your website for conversions
Your website should clearly communicate what you do and encourage attorneys to contact you. Consider these key elements:
- A dedicated page for appellate services – Explain your experience, the types of cases you handle, and the benefits of outsourcing.
- An FAQ section – Answer common questions like “Why should I outsource appellate work?” and “What does an appellate brief cost?”
- Client testimonials and case studies – Showcase success stories without violating confidentiality.
- Contact forms with a clear Call to Action – Make it easy for attorneys to reach out for a consultation.
Search Engine Optimization (SEO)
If attorneys can’t find you online, they won’t hire you. Optimize your website using relevant SEO keywords like:
- “Freelance appellate attorney”
- “Hire a legal brief writer”
- “Outsourced legal writing for law firms”
Additionally, writing blog posts around searchable topics can drive organic traffic to your site; you may have even stumbled across this blog post by searching on Google! Topics could include things like:
- “5 common mistakes trial lawyers make before an appeal”
- “What appellate judges really want to see in your brief”
- “When should you hire an appellate specialist?”
If you get your SEO right, your well-optimized website can attract clients without requiring paid ads.
Social media
Although there may not be a treasure trove of clients looking to find their next great appellate lawyer on platforms like Facebook or TikTok, sites like LinkedIn can be beneficial.
Not only can you post a full professional profile there, you can also use the site as a venue for publishing your thought-leadership pieces and for showcasing referrals from previous clients.
Online guest appearances
Many attorneys consume legal content through podcasts and blogs. Thus, it’s wise for you to seek opportunities to be featured as a guest expert.
- Check out a directory of legal blogs to determine which ones might consider you as a guest blogger
- If you’re comfortable speaking publicly, reach out to some legal podcasts to see if you can book guest appearances.
Traditional marketing strategies that still work
While the importance of digital marketing is undeniable, traditional advertising and relationship-building methods remain highly effective – especially in tight-knit communities like law.
Networking and referrals
Many attorneys prefer to hire legal specialists through referrals rather than cold searches. Here’s how to generate consistent referrals for appellate and brief writing work:
Build relationships with trial attorneys
We all know that there’s a big difference between appellate work and trial work. Old-school trial lawyers may be your best source of business since many prefer not to handle appeals or complex briefs themselves.
To meet them, consider attending litigation-focused CLEs, bar association meetings, and trial lawyer conferences to network. And that means you don’t just get to silently eat your rubber-chicken lunch at a table in the back of the room. You have to actively engage with your fellow conference-goers.
In particular, try to connect with lawyers who handle high-stakes cases – like mass torts or class-action product liability cases. They’re more likely to need your services than someone practicing family law or general civil litigation.
Strategic partnerships
You’re not the only one looking to connect with these high-takes attorneys. Consider collaborating with litigation consultants, jury consultants, and expert witnesses – they often work with the very attorneys who need your skills.
Remember, networking isn’t about hard selling – it’s about building genuine connections so that when attorneys need your particular skill set, you’re the first person they think of and call.
Legal directories and legal publications
While many attorneys search online for services, some still use print publications and legal directories. Let’s break them down:
Online legal directories
Many attorneys look for freelance legal writing and appellate support on sites like:
- Avvo
- Justia
- FindLaw
- NLRG (National Legal Research Group)
Print or online advertising in legal publications
If you can afford it, you might also consider placing ads in state bar association magazines, trial lawyer association newsletters, and litigation-focused legal journals – whether you place your ads in the print version, online version, or both.
Some high-value ad placements include:
- The Daily Journal (CA attorneys)
- The ABA Journal (national audience)
- State and local bar association publications (you can find a directory here)
Conclusion
Marketing brief writing and appellate services requires a long-term and focused strategy that blends both digital advertising and traditional networking techniques.
Attorneys who consistently apply multiple marketing strategies will see steady client growth and establish themselves as trusted specialists.
By implementing these practical, actionable strategies, you’ll position yourself as the go-to expert for brief writing and appellate services, ensuring a steady stream of clients for years to come.
