Marketing for commercial and business lawyers
Business owners rarely wake up needing “a commercial lawyer”. They need a contract reviewed, a shareholders agreement drafted, a lease checked or a business bought. Then they ask their accountant, search Google and look at who seems to understand businesses like theirs. Black Shark Digital helps commercial and business law firms be the firm they find, and the one their advisers recommend.
Your marketing is run by Andrej Mchantaf, a lawyer turned marketer with 20 years’ experience, from our base in Manly NSW. We keep our client list small on purpose, with a maximum of five law firms at any one time, and right now we have 4 client spots left.
Book a free marketing review or call 0421 192 045
How business owners look for a lawyer
They search for the task: “contract lawyer”, “shareholders agreement lawyer”, “commercial lease lawyer”, “buying a business lawyer”, “business lawyer near me”. They ask their accountant, their broker or another business owner. And before they get in touch, they look at your website and your lawyers’ LinkedIn profiles to see whether you understand businesses like theirs.
That means commercial marketing works on two fronts at once: being found for the tasks people search for, and being known by the advisers and networks that send work.
Why commercial law marketing is different
Longer decisions, bigger relationships
A business client may take weeks to engage, but a good one can bring work for years. Campaigns are measured on engaged matters and ongoing clients, not form fills.
The task is the keyword
Broad terms like “commercial law” attract students, templates and job seekers. Specific tasks, such as a shareholders agreement, a franchise agreement or a lease review, bring people who are ready to engage. We build pages and campaigns around the tasks you want more of.
Referrals matter more than in most areas
Accountants, financial advisers, brokers and business advisers send a lot of commercial work. Your marketing should make it easy for them to recommend you: clear service pages, useful content they can share and a professional presence on LinkedIn.
Fixed fees can win work
Business owners like to know what something will cost. Fixed fees for defined tasks, with a clear scope, can help them decide. If you advertise prices, they have to be accurate and complete.
Commercial law marketing and the rules
The Australian Solicitors’ Conduct Rules apply: no false, misleading, deceptive or offensive advertising, and no “accredited specialist” wording without accreditation. For commercial firms, a few other rules come up often:
- Referral benefits. If an accountant or adviser receives a fee or benefit for referring clients, rule 12.4.4 of the conduct rules deals with disclosing that to the client.
- Advertised prices. Under the Australian Consumer Law, if you advertise part of a price you generally have to show the total you can work out. “Fixed fee” has to mean fixed for the scope described.
- Email marketing. Newsletters and updates need consent, must identify your firm and must include a working unsubscribe under the Spam Act 2003.
- Client names. Naming clients or deals in your marketing needs the client’s consent and must respect your duty of confidentiality.
This is a summary, not legal advice. Check how the rules apply to your firm.
How we market commercial and business law firms
Search campaigns for ready-to-engage tasks
Campaigns built around the specific tasks you want, such as contracts, shareholders agreements, leases, and buying or selling a business, with negative keywords to keep out templates, free advice and jobs. Read more about Google Ads for lawyers.
Service pages and guides that business owners use
A page for each service you want to grow, explaining what’s involved, how long it takes and how your fees work, plus guides on the questions business owners ask. A lawyer at your firm checks anything that explains the law. Read more about SEO for lawyers.
LinkedIn and adviser marketing
Profiles, regular posts from your lawyers and content that accountants and advisers can share. Where it suits your firm, targeted LinkedIn campaigns reach business owners and decision-makers in your area.
Email that keeps you front of mind
Legal updates and newsletters to clients and contacts who’ve agreed to receive them, so your firm is the one they think of when the next matter comes up.
Tracking to engaged matters
Where you can share it, we feed back which enquiries became clients, so your budget follows the work. Read more about lead generation for lawyers.
Commercial law marketing in Sydney
We’re based in Manly and work with commercial and business law firms across Sydney, where the results are crowded with large firms. Smaller firms usually win by being specific about the businesses and tasks they serve, and by being well known to local accountants and advisers. See how we help with law firm marketing in Sydney. We also market firms that act in employment law, conveyancing, and wills and estates.
What it costs
We don’t publish a price list or sell packages. Your fee is quoted for your firm, based on scope (which services, and how many practice areas, matter types and regions), your budget and the complexity of the work. After your free review you get a clear written quote, so you know exactly what you’re paying for before you decide.
Your ad spend never passes through us. You pay Google, Meta and any other platform directly on your own credit card, so there is no markup and you can see every charge in the platform’s own billing. Your firm owns its ad accounts outright, and if you ever leave, you keep them with all their history and data.
What our clients say
Carl Mickels, Partner at Firths, on working with Black Shark Digital
“He’s been quite the success for us”
“I have no hesitation of recommending him”
— Carl Mickels, Partner, Firths
Results depend on your practice area, location, budget and how quickly enquiries are followed up. We will tell you what is realistic for your firm before you spend a dollar.
Why commercial law firms choose Black Shark Digital
- A lawyer turned marketer runs your marketing. Andrej understands how commercial firms win and keep clients, and where the professional rules sit.
- 20 years in digital advertising, mostly for big-name law firms. He founded Black Shark Digital in 2020.
- Thousands of new clients acquired across the campaigns we’ve run.
- Certified experts for Google Search Ads, running campaigns in accounts your firm owns.
- A deliberately small client list. No more than five law firms at a time.
- Direct access. You deal with Andrej, and your firm’s information stays confidential.
Marketing for commercial lawyers: FAQs
What do business owners search for when they need a lawyer?
The task, not the practice area: “contract lawyer”, “shareholders agreement lawyer”, “commercial lease lawyer”, “buying a business lawyer” or “business lawyer near me”. Many search after an accountant has told them to get legal advice.
Does Google Ads work for commercial law firms?
It can, for the right searches. People searching for a specific task, such as a shareholders agreement or reviewing a lease, are often ready to engage. Broad terms attract templates and students. We target the tasks you want and exclude the rest.
Should commercial firms be on LinkedIn?
Usually, yes. Commercial work relies on trust and relationships, and LinkedIn is where many business owners and their advisers are. We focus on consistent, useful content from your lawyers rather than heavy advertising.
Can we pay accountants for referrals?
Check your obligations first. Rule 12.4.4 of the Australian Solicitors’ Conduct Rules deals with disclosing to a client when someone receives a fee or benefit for referring them. This isn’t legal advice, so check how the rules apply to your firm.
Can we advertise fixed-fee packages?
Yes. Fixed fees for defined tasks, such as a shareholders agreement or a lease review, can help business owners decide. The price must be accurate and the scope clear. Under the Australian Consumer Law, if you advertise part of a price, you generally have to show the total you can work out.
Can we email our contacts a newsletter?
Yes, if you follow the Spam Act 2003: have consent to send, identify your firm, and include a working unsubscribe. We set up email lists that meet those rules.
How long before commercial marketing produces work?
Longer than urgent practice areas. Business owners often research, ask their adviser and compare firms before engaging. Paid search can produce enquiries once live; SEO, content and referral marketing build over months. We’ll set out what to expect in your written proposal.
How much does commercial law marketing cost?
There is no price list or package. Your fee is quoted for your firm, based on scope, budget and complexity. You pay Google, LinkedIn, Meta and other platforms directly, with no markup. You get a clear written quote after your free review.
Book a free marketing review
Tell us which commercial work you want more of, who your best clients are and where your referrals come from now. Andrej will look at your website, your Google presence and any campaigns you’re running, and give you a plain-English summary of what is working, what is wasting money and what he would change first.
Book a free marketing review or call 0421 192 045
Email: info@blackshark.digital · Based in Manly NSW.