While most of the legal world slows down in summer, the smart firms know it’s the perfect time to get ahead. With fewer court deadlines and inbox distractions, summer offers breathing room to fine-tune your public-facing strategy—so you’re not scrambling to build visibility come Q4.
Whether you want to attract new clients, raise your media profile, or stay top-of-mind with referral partners, here are five low-lift summer adjustments that can set you up for a stronger finish to the year.
Refresh Your Website Bio and Case Highlights
Your attorney bios and recent results are among the most-visited pages on your site. But when’s the last time you updated them?
Take 20 minutes to add any high-profile cases, awards, media appearances, or recent wins. For firms handling major litigation, this is also the time to ensure your case pages reflect your current status, especially if you’re seeking new clients or media attention.
Pro tip: Add a few direct quotes or media links to bring these updates to life. Journalists and clients alike are scanning for proof of relevance.
Revisit Your Messaging—Before the Fall Frenzy
If your firm hasn’t refreshed its key messaging since last year, it’s probably due for a tune-up. What types of cases are you prioritizing now? What differentiators matter most in 2025?
This is a great time to clarify your positioning, tighten your elevator pitch, and ensure your team is aligned on how you describe the firm. Don’t wait for a media opportunity or pitch call to realize your message needs work.
Bonus: Reuse this updated messaging across pitch decks, web copy, LinkedIn headlines, and client alerts.
Make Yourself Easier to Cover
Summer is slower for reporters too—and that means more opportunity for smart PR. But when a journalist Googles your firm or name, what do they find?
Now’s the time to build or update your digital press kit: bios, headshots, firm overview, logos, past coverage, and a short description of your current litigation priorities. If you want to land year-end coverage or thought leadership opportunities, start by removing friction for the people who write the headlines.
Reminder: Good press isn’t just about getting attention. It’s about being findable, quotable, and credible.
Turn Quiet Weeks Into Content
The summer slowdown is your chance to batch content for the months ahead—LinkedIn posts, blog drafts, newsletter blurbs, video scripts. Even two hours of focused time can give you a month’s worth of scheduled visibility.
Stuck on what to post? Try:
- “One year ago today…” case reflections
- Lessons from recent rulings
- FAQs you keep hearing from clients
- Short form video clips from past media appearances or firm events
Momentum is easier to keep than it is to start. Use August to front-load your fall content calendar.
Audit Your Google Results
It’s easy to ignore—until a potential client or journalist mentions it. But what shows up when someone Googles your firm (or your name) matters more than ever.
Check for outdated bios, old headshots, or irrelevant articles in top search results. If needed, update key profiles (LinkedIn, Avvo, Justia), optimize your website metadata, and identify content you can publish to improve search visibility and push old results down.
Your online presence is your first impression. Make sure it’s telling the right story.
Related Resources:
- How PR Attracts More Clients
- Strategic PR For Smaller Law Firms: Building Trust and Visibility Without Big Budgets
- How a PR Firm Can Complement In House Marketing
The Bottom Line
You don’t need a full rebrand to make an impact. A few strategic tweaks during a slower season can help you finish the year stronger, more visible, and better positioned for growth. At RebuttalPR, we work with firms year-round to identify the quick wins that drive long-term results—whether you need help refreshing your messaging or planning a content push for Q4.
Want to make this summer count? Get in touch.
