The Professional Services Marketing Survey (PSMS), conducted annually by the Law Firm Marketing Club, aims to collect valuable insights directly from law firms about their marketing and business development (BD) activities, ensuring an accurate, first-hand perspective instead of relying on guesswork.
We ask firms to share key information on their marketing budgets, the size and influence of their in-house teams and trends around outsourcing. We also explore how firms are performing financially and how they’re planning for the future in terms of growth, challenges, and strategic direction.
The purpose of this survey is to provide law firms with a benchmark to assess where they stand compared to their peers in the sector. By understanding how other firms invest in marketing, what strategies they’re using, and where they see opportunities, firms can make more informed, data-driven decisions.
Ultimately, we want to equip law firms with the insights they need to refine their marketing and business development strategies, ensuring they remain competitive and adaptable in a constantly changing market.
What did we learn from the Professional Services Marketing Survey last year?
Last year’s Law Firm Marketing Club PSMS shed light on how law and accountancy firms invest in marketing and business development.
The numbers tell a clear story - firms are spending more on marketing, with the average budget rising from 2.7% to 3.1% of turnover. A £10M turnover law firm now typically invests around £300,000 annually in marketing and BD, reinforcing the growing recognition that strong marketing drives business growth.
However, while budgets have increased, in-house marketing teams haven’t. The average team size remains at three people per firm, suggesting firms are prioritising external support over internal expansion. SEO (60%), design work (58%), and digital marketing (40%) are the most outsourced services, and more firms are now seeking external input for strategy planning and partner strategy days—a sign that firms are looking beyond execution to big-picture marketing direction.
Marketing also plays a bigger role in firm strategy. 23% of marketing teams are now heavily involved in leading strategic planning, and 58% contribute - a shift that highlights marketing’s growing influence beyond brand awareness and into firm-wide decision-making. But it’s not all smooth sailing. Firms are grappling with challenges like AI and automation, recruitment, budget constraints, and differentiation in an increasingly competitive market.
Despite these hurdles, firms remain optimistic. 66% reported increased turnover, 58% boosted investment in technology, and 40% grew their headcount—all signs of confidence and expansion. The biggest areas of opportunity? Digital transformation, client engagement, and thought leadership. The data from this survey provides a crucial benchmark for firms looking to justify budget increases, refine strategies, and stay ahead of industry trends.
Why should your law firm participate in 2025?
This year’s survey is live, and we’re currently collecting responses.
This survey is your chance to benchmark your firm’s marketing and BD strategy against the UK legal sector. Discover where you stand compared to competitors, identify areas for growth, and fine-tune your marketing approach. The data will help you make more informed, data-driven decisions that ensure your firm stays competitive and ahead of evolving market trends.
Want a copy of the anonymised results?
Complete the survey, and we'll send you the report as a "thank you"! Participants will also be entered into a prize draw to win a copy of last year’s 80-page What Clients Want 2024 research or, for LFMC members, three months of free membership at the time of renewal.
The survey will run until the last week in March.
Take the survey here: https://www.surveymonkey.com/r/professionalservicesmarketingsurvey2025
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