Marketing your law firm’s office move: Ideas for partners and practice managers

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Understanding your move's context

Before diving into specific marketing activities, consider the context of your move. Are you relocating due to growth, a merger, or simply because your lease is expiring? This context shapes how you communicate the change and what opportunities you might leverage.

For instance, a growth-driven move presents natural opportunities to discuss your firm’s evolution and future plans. A merger-related relocation might focus more on expanded capabilities and combined expertise. Even a simple lease expiry can be positioned as an investment in better facilities for clients and staff.

Before the move: Essential updates

Success lies in the details. Here’s what needs attention before the move:

Your digital presence requires systematic updates:

• Google Business Profile (crucial for avoiding frustrated clients trying to find your new location)
• Website contact pages and location maps
• Social media profile information
• Online directories and listings

Then there’s your business collateral:

• Email signatures across the firm
• Business cards (consider if you need temporary cards)
• Invoice templates and letterheads
• Email marketing templates

Pro tip: Create a master list of everywhere your address appears. You’d be surprised how many places it shows up.

During the move: Team engagement

Your team can be your best ambassadors during the relocation. We’ve seen firms create excitement and engagement through:

Meeting room naming competitions:

• Use local landmarks
• Reference noteworthy judges in your practice area
• Incorporate elements of your firm’s history

Team celebration ideas:

• Host a small catered event for staff and families
• Create a photo timeline of the old office
• Document the move for future marketing content

After the move: Marketing opportunities

Here’s where strategic thinking pays off:

Client and Referrer Communication:

• Keep initial announcements brief and focused
• Send updates from individual partners rather than the firm
• Consider timing: Friday afternoons often see better response rates

Events:

• Consider pairing your office opening with another milestone
• Post-pandemic, standalone office events see lower attendance
• Focus on quality interactions over quantity of guests

Digital Content:

• Create a professional office tour video
• Share progress photos on social media
• Update your website with new imagery

Email Campaign Strategy: The goal is engagement, not just information sharing. We’ve found:

• Partner-sent emails get better response rates than firm-wide announcements
• Brief, personal messages work better than formal notifications
• Including a specific reason to respond increases engagement

Making your signage work

Signage strategy varies by location:

CBD Offices:

• Focus on lobby directory and floor signage
• Ensure reception signage aligns with your brand
• Consider wayfinding from lift wells

Suburban/Regional Offices:

• External building signage becomes more valuable
• Street visibility can aid local recognition
• Consider environmental factors in signage design

Strategic implementation timeline

Three months before:

• Audit all address instances
• Plan communication sequence
• Order updated collateral

One month before:

• Begin updating digital profiles
• Prepare client communications
• Finalise event plans if applicable

Week of move:

• Update Google Business Profile
• Send client notifications
• Post social media updates

First month after:

• Monitor for any missed address instances
• Gather team feedback
• Document lessons learned

Ready to get started?

Remember these key points:

• Start early with your planning
• Think beyond just address updates
• Use the move to strengthen relationships
• Document everything for future reference