Standing Out in the Legal Market: The Impact of Pro Bono Work on Client Attraction

Pro bono work is often described as the moral heartbeat of the legal profession. It not only enables individuals and organisations in need to access justice but also serves as a potent marketing strategy for law firms. By aligning altruism with business objectives, firms can attract clients, distinguish themselves from competitors, and foster a stronger connection with the communities they serve. Below, we explore how pro bono work enhances access to justice and doubles as a magnetic marketing tool.

Enhancing Access to Justice: The Heart of Pro Bono Work

Access to justice remains a pressing issue in the UK. Many individuals and non-profits cannot afford legal representation, leaving them vulnerable in disputes, deportation cases, domestic violence situations, and other critical matters. Pro bono work addresses these gaps directly.

1. Levelling the Playing Field Law firms offering pro bono services ensure that marginalised communities, such as asylum seekers, victims of domestic violence, and those affected by systemic discrimination, can access expert legal advice and representation. For example, Simmons & Simmons LLP runs a refugee project providing legal aid to asylum seekers. By taking on these cases, firms empower individuals to navigate complex legal systems that would otherwise be out of reach.
2. Strengthening Community Ties Pro bono work connects law firms with grassroots organizations and local charities. This collaboration fosters goodwill and trust between firms and the communities they serve. Clifford Chance, for instance, has supported charities through their Community Justice Programme, handling hundreds of pro bono cases annually. Such efforts bridge the gap between legal expertise and community needs.
3. Driving Systemic Change Many firms engage in strategic litigation as part of their pro bono efforts, tackling systemic issues like housing inequality, racial injustice, or modern slavery. Cases like Hogan Lovells’ work on human trafficking not only bring justice to individuals but also set legal precedents that benefit society as a whole.

Pro Bono as Magnetic Marketing: A Strategy for Differentiation

Beyond the noble cause of enhancing justice, pro bono work positions a law firm as a thought leader and ethical partner in a crowded market. Here’s how:

1. Showcasing Core Values Clients want to work with firms that stand for more than just profits. Pro bono initiatives signal a firm's dedication to justice, equity, and social responsibility. This can attract corporate clients who value Environmental, Social, and Governance (ESG) standards. A firm like Linklaters, which regularly contributes to significant social causes, has built a reputation as a socially conscious leader in the field.
2. Attracting Like-Minded Clients Companies often choose partners whose values align with their own. When a firm actively showcases its pro bono achievements—through social media, press releases, or case studies—it becomes attractive to businesses and individuals seeking representation that reflects their own commitment to justice and equity.
3. Standing Out in a Competitive Market Pro bono work is a unique selling point (USP) for many firms. By publicising impactful pro bono successes, such as winning life-changing settlements or helping a vulnerable group secure its rights, a firm can carve out a niche. For example, Bates Wells is known for its focus on charity law and pro bono support for non-profits, solidifying its reputation as a go-to firm in this sector.
4. Media Visibility High-profile pro bono cases often garner significant media attention. These cases not only elevate the profiles of the clients represented but also spotlight the firm’s expertise and values. A prime example is the legal representation provided by DLA Piper in cases addressing child protection laws, which received widespread recognition and bolstered the firm’s public image.

Pro Bono Work as a Talent Magnet

Beyond client attraction, pro bono work helps firms recruit and retain top talent. Many young lawyers seek careers where they can make a difference. Firms with a well-established pro bono practice appeal to professionals who want to balance commercial success with meaningful contributions to society.

Firms like Herbert Smith Freehills actively promote their pro bono culture to attract top candidates. They highlight how associates can work on transformative projects, such as helping indigenous communities secure land rights or addressing climate change through legal advocacy. This sense of purpose enhances employee satisfaction, retention, and loyalty.

The Synergy: Aligning Pro Bono Work with Marketing Objectives

The key to leveraging pro bono work as a marketing tool lies in strategic communication. Law firms must share their pro bono stories effectively to maximize impact. Here’s how:

1. Content Marketing Blogs, white papers, and videos featuring pro bono case studies can humanise a law firm’s brand while showcasing its expertise. Sharing success stories, such as helping a domestic violence survivor secure legal protection, highlights both skill and compassion.
2. Awards and Accolades Pro bono awards provide external validation of a firm’s efforts. Firms like Latham & Watkins, recognized as the best pro bono firm in the UK, use these accolades to reinforce their commitment to justice and attract new clients.
3. Collaborations and Partnerships Working with NGOs and legal aid organizations amplifies a firm’s visibility. Pro bono partnerships often lead to co-branded initiatives, events, or media campaigns that position the firm as a leader in the field.

Conclusion

Pro bono work is not merely a professional obligation—it is a strategic asset. By enhancing access to justice, firms fulfil their societal duty and create a tangible impact on individuals and communities. At the same time, these efforts serve as a beacon for clients, talent, and media attention, setting firms apart from competitors.

Law firms that integrate pro bono work into their branding and marketing strategies can achieve a dual purpose: fostering justice and building a more powerful, ethical, and compelling brand.

Transform Your Firm’s Pro Bono Efforts into Unmatched Visibility and Client Trust

At Legal Advice 2U, our mission is simple: to revolutionise access to legal services by helping the public know, like, and trust law firms. We do this by promoting your expertise, amplifying your brand, and showcasing your corporate social responsibility initiatives—especially your impactful pro bono contributions to the local community.

Imagine your firm’s pro bono achievements featured on high-profile platforms like Google News and Lexis-Nexis, with guaranteed placements on prestigious outlets such as the Daily Mail and Business Insider. Every publication is SEO-optimized and DA-boosting, ensuring your firm’s reputation grows alongside your search rankings.

?? Book your free, no-obligation consultation today to discover how we can elevate your pro bono work into a powerful marketing asset that attracts clients and sets your firm apart.

Sources:

Freshfields Bruckhaus Deringer, Pro Bono at Freshfields https://www.freshfields.com/en-gb/about-us/responsible-business/pro-bono/

Hogan Lovells, Hogan Lovells Ranked Third in Law.com’s Best Law Firms for Pro Bono in the UK for 2024 https://www.hoganlovells.com/en/news/hogan-lovells-ranked-third-in-lawcoms-best-law-firms-for-pro-bono-in-the-uk-for-2024

The Times, Lawyer of the Week: Liam Symonds, Who Won ￡352,000 for Slavery Victim https://www.thetimes.co.uk/article/lawyer-of-week-liam-symonds-who-won-352000-for-slavery-victim-v5rj0s800

Latham & Watkins, Latham Named Best Firm for Pro Bono in the UK https://www.lw.com/en/news/latham-named-best-firm-for-pro-bono-in-the-uk

Simmons & Simmons LLP, Our Pro Bono Work https://www.simmons-simmons.com/en/about-us/corporate-responsibility/pro-bono

Clifford Chance, Community Justice Programme https://www.cliffordchance.com/about_us/corporate_responsibility/community_and_pro_bono.html

Bates Wells, Pro Bono Work and Support for Charities https://bateswells.co.uk/services/charities-and-social-enterprises/pro-bono-support/

Herbert Smith Freehills, Pro Bono and Responsible Business https://www.herbertsmithfreehills.com/our-approach/pro-bono-and-responsible-business

RPC, Pro Bono Work and Volunteering https://www.rpclegal.com/about-us/responsible-business/pro-bono/

Law.com, The Best Law Firms for Pro Bono in the UK 2023 https://www.law.com/international-edition/2023/11/06/the-best-law-firms-for-pro-bono-in-the-uk-2023/

Slaughter and May, Pro Bono Work and Responsible Business https://www.slaughterandmay.com/our-firm/responsible-business/pro-bono/

Anthony Collins, Social Purpose and Justice Initiatives https://www.anthonycollins.com/about-us/social-purpose/

DLA Piper, Pro Bono Work and Global Justice https://www.dlapiper.com/en/about-us/pro-bono