Marketing survey for law firms opened

The Law Firm Marketing Club (LFMC) has launched its annual Professional Services Marketing Survey for 2026, marking the sixth edition of a research initiative designed to monitor law firms' marketing strategies through the disruptions caused by the pandemic and subsequent recovery phases. The focus of this year's survey continues from where the previous one left off, delving into two significant questions: whether marketing budgets will keep increasing and if marketing is set to gain a more substantial role in firm strategy.

The previous year's findings were derived from a survey involving 130 law firms and accountancy firms throughout the UK. Sponsored by SurSum, this research scrutinised how firms allocate resources towards marketing and business development, addressing various aspects, including budgets, team sizes, channels, technology, outsourcing, and future plans. Results were systematically categorised both across the sector and by firm size.

Insights from last year's survey reveal the importance of these questions. It was discovered that the average firm invested 3.1% of its turnover in marketing and business development, excluding salaries. For example, a firm with a turnover of £10 million would spend approximately £310,000 annually. This figure indicates an increase from a low of 2.6% observed in 2022, suggesting a return to the levels noted in 2020, which reflects a resurgence of confidence in the market.

However, despite this renewed investment, marketing's influence over firm strategy remains rather limited. Only 18% of firms reported that their marketing and business development teams actively drive the strategic decision-making process, while 67% noted that these teams contribute without leading. The 2026 survey aims to capture whether this balance will shift.

In a notable expansion of this year's survey, the LFMC is also looking into how firms are tackling diverse areas such as brand and content marketing, customer relationship management (CRM), automation, and artificial intelligence. Furthermore, the survey encourages participants to reflect on their experiences in 2026 while outlining their expectations for 2027.

Commenting on the evolving landscape, Laura Lack, Community Manager of the Law Firm Marketing Club, stated, “The recovery in marketing budgets is encouraging, and it suggests firms once again see marketing and business development as central to growth rather than a cost to trim. The more telling story, though, is influence. Firms are clearly willing to invest, yet marketing still rarely leads the strategic conversation, and that gap between spend and influence is one of the clearest themes to come out of the research. Tracking how that picture changes is exactly why we run this survey each year. With the 2026 edition now open, we will begin to see whether marketing's role in law firms is genuinely shifting, and we would encourage firms of every size to take part and add to the picture.”

Participation in the survey provides the most straightforward avenue to accessing the findings. The survey, once again sponsored by SurSum, is currently open and can be completed through a designated link, with firms participating receiving a complimentary full report upon publication. Alternatively, the report can be obtained through Law Firm Marketing Club membership or purchased post-publication. The LFMC is also reaching out to professional communities and networks to promote engagement with the survey, promising to share the full findings with any organisation that assists in disseminating the information after the report's release.

For further inquiries, interested parties can call 0117 325 0200, email laura@lawfirmmarketingclub.com, or visit the LFMC