When business and the economy feel uncertain, the first instinct for many law firms is to cut back on marketing and business development.
The problem with cutting back is that your silence sends the wrong message.
In a market where clients are cautious and competition is fierce, pulling back and going quiet does not project stability or strength. It creates doubt. It could also create an absence that leaves the door wide open for that competition to walk right in and steal clients. The firms and lawyers that constantly and genuinely remain visible and helpful are the ones that emerge stronger.
Now is not the time to retreat. It is time to recalibrate.
Rethink what marketing really means
Marketing is not about spin, meaning how to make something look positive that may or may not be positive. It is about connection. It is how lawyers and law firms build the know, like, trust, and remember factors that clients need, want, and deserve from the professionals they hire.
That never changes, regardless of what the economy is doing, which is why law firm visibility remains critical during good and bad times.
What does change is the intensity of focus. In uncertain times, clients are looking for signs of reliability, stability, and leadership. They need reassurance that you are steady, proactive, and paying attention to them and to their needs.
While well-thought-out long-term marketing campaigns have their place, the smartest and most nimble firms also think in terms of building momentum in the marketplace. They are focused. They plan with intention and communicate with consistency so that visibility becomes a way of life with a rhythm, not a reaction only when an interesting or urgent piece of news needs to be communicated.
The Relationship Continuum™: Staying visible and human
If the economy is shaky, the surest way to stay relevant to those you care about is to lean on what does not fluctuate: relationships.
The Relationship Continuum™ is my framework for keeping those relationships strong through every stage of communication, what I call The Written Word, The Spoken Word, and The Visual Word.
Each builds on the last. You do not have to master all three at once. You don’t have to use all three if you don’t have the resources. Start where you are and strengthen that layer, then move on to the next layer.
Let’s dive into each stage of The Relationship Continuum™ a little deeper:
1. The written word
(Blog posts, newsletters, and comments on posts, especially LinkedIn)
Your written word is where visibility often begins. Still one of the strongest content marketing tools for lawyers to this day, it is the baseline that helps you share insights, comment on trends, and remind clients of your expertise (without selling). The written word is what demonstrates your knowledge, a bit about your approach, the way you do business, and even your personality, if you give yourself permission to let that show.
The key is consistency and clarity. Write to help and offer value, not just to impress.
The AI connection: Use AI tools to brainstorm, outline, or repurpose your thoughts more efficiently, but never to replace them. At this stage, think of AI as your intelligent assistant, not your substitute. It helps interpret your expertise, freeing up your time and mental bandwidth while you continue to take care of your clients and your work.
Always check the output to make sure it represents what you shared and that it isn’t pulling in any outside thoughts that aren’t legitimate or factual. Check all links and quotes!
After you become comfortable with AI tools, you can begin to tap into them more strategically to help build the plans and strategy you and your firm need to grow.
2. The spoken word
(Podcasts and short audio clips)
Hearing your voice changes everything. It brings you to life. The spoken word creates a sense of familiarity and trust that written words alone cannot always achieve.
You don’t need an expensive studio or a full production team. Coaching to prepare you for quality sound and delivery is important, but so is a thoughtful strategy and one or two pieces of equipment that demonstrate your professionalism while speaking to your clients’ needs. Your voice can ramp up your connection with those you care about.
The AI connection: You can let AI streamline the background work by transcribing your episodes, summarizing key points, or helping you turn them into posts or quotes for LinkedIn and other social media. The goal is not perfection right out of the box. It is to build your reputation and your relationships.
3. The visual word
(Recorded and live video: From short insights to longer form webinars)
Video sits at the top of The Relationship Continuum™️because it makes relationships and words visible and tangible. Clients will not only hear you, but they can now see your approachability, your knowledge, and your confidence before you ever meet in person.
Video accelerates the process of building connections with those you care about doing business with by bringing your words, your voice, and your visual presence together. It builds comfort and trust faster than text alone.
Whether you are recording a short LinkedIn insight or hosting a Zoom discussion, once again, the point is not always perfection. It is demonstrating your professional personality and creating a connection with your audience. I would suggest a bit of training and coaching in this area to make sure you are comfortable and that you present in a way that will make you proud of your efforts.
The AI connection: Tools such as Descript, CapCut, and VMake offer features that can handle quick edits, captions, or snippets so you can extend your message without doubling your effort.
(Note: Please read CapCut and VMake’s Terms of Service for their current language on ownership of your content. It can change.)
Where AI fits and where it doesn’t
Even though I have mentioned an AI component in the sections above, AI should never replace your thinking, your critical skills, or your human instincts. It is here to help you work smarter and not to be an absentee content creator or strategist who is not involved in the process of communicating with your clients and referral sources.
Marketing smarter, not louder
Marketing in uncertain times is not about shouting. It is about showing up thoughtfully and providing value. Often, that means shining a spotlight on others more than yourself. For example:
Comment on your clients’ and potential clients’ posts
Celebrate their wins
Engage meaningfully in conversations where the topics align with you and your practice
Actions like these help build and nurture relationships. They aren’t meant for visibility for you, but that is often an added bonus because others can also see your presence. Commenting and adding value is what feels genuine and is what your connections will remember long after the uncertainty of this economy passes.
The bottom line
The lawyers and firms that thrive during economic uncertainty are not the loudest. They are the most visible, strategic, consistent, and human.
Now is the time to strengthen your relationships through The Relationship Continuum™, the Written, Spoken, and Visual Word.
Use AI to become more strategic and more efficient.
Start small. Stay steady. Keep showing up.
Your clients will notice. They will remember.
For additional tips on using AI in your law firm marketing efforts, check this article: Ways AI can empower marketers in 2025.