Law firms are a vertical that can be incredibly profitable for MSPs. If you want more lawyers as clients for your MSP, here’s everything you need to know. Also this week, why MSPs are working so hard, and how MSPs are losing revenue.

Welcome to Episode 323 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

How to market your MSP to lawyers

If you want more lawyers as clients for your MSP, here’s everything you need to know. Let’s talk about what lawyers look for in a new MSP, why they would switch, and what kind of marketing is going to grab their attention and convince them to talk to you.

So law firms are a vertical that can be incredibly profitable for MSPs. And I know that sometimes lawyers can be difficult people to deal with, but if you’re confident in your service and you know that you want more professional firms that put technology at the heart of everything they do, let’s get more lawyers. In fact, I believe they’re one of the easiest verticals to market to when you know what they care about. And spoiler alert, it’s not Windows 11 and Copilot.

Law firms buy IT differently from most other businesses. And the reason for this is simple. Everything they do revolves around risk.

Their risk, their client’s risk, the risk of regulators breathing down their necks, and the risk of missing a deadline because Outlook decided today was a fun day not to work properly. So if you want to win lawyers, you don’t sell IT support, you sell risk reduction and professional reputation protection.

Let’s talk about their biggest pain points. So first is compliance and confidentiality. Lawyers live in a world where one email sent to the wrong person can cause a catastrophe. So talk to them about secure communication systems, email encryption, MFA everywhere, data loss prevention, and of course audit trails. Second, billable time. Every minute a lawyer can’t work is literally money disappearing. So your message here is simple. We keep your fee earners earning. And then third, case management and workflow tools. Many firms still use clunky old systems or they haven’t fully adopted cloud tools yet. So show them how better tech can make caseloads smoother, faster, and more profitable.

If you want your MSP to stand out, you need to stop sounding like an IT company and start sounding like someone who understands legal practices. Use their terminology – fee earners, case files, discovery, retainers, compliance obligations, client confidentiality – all words like that. Because when they hear their own world reflected back at them by a potential IT partner, they immediately think, “Ah, yeah, this one understands us.”

You do need some specialised proof. Law firms don’t buy from generalists, they buy from specialists. So create a case study with a local legal firm, a landing page dedicated to IT for law firms with a short guide called something like, The seven biggest cyber risks facing law firms in 2026. And then just get a few testimonial quotes from partners or office managers. You don’t need dozens, one or two strong quotes will carry huge weight.

And here’s a little marketing trick. Law firms love audit. I mean audits is basically their favourite word. So offer them something like a free 20-minute legal IT risk assessment saying something like, Is your firm compliant with your regulators cyber guidance? Find out. And this positions you as a safety first expert rather than just another IT fixer.

Another smart tactic is to pick a sub niche. So don’t just market to all law firms, pick a slice. It could be family law or conveyancers or criminal defence or corporate commercial, maybe personal injury. Each of them has slightly different pressures and workflows, and the more specific you’re messagin...