How to Build Client Personas for Your Legal Marketing Content

While client research lays the foundation for effective content marketing by establishing your law firm’s target audience, building client personas takes it to the next level. A target audience includes a variety of different people with various backgrounds, especially for law firms. People of all ages, genders and professions are in the market for legal representation. This is where client personas come into play. They allow your firm to create personalized content specifically for the 25-year-old teacher, 65-year-old retiree and everyone in between. 

What is a Client Persona?

A client persona is a model, created by your firm, that depicts someone within your target audiences. While it may start from a group such as 25-40 year-old males, the goal is to take it much further. You’re essentially creating a character, much like the popular video game series The Sims, with its own interests and behaviors. With each new trait, this character becomes more and more defined until it represents one person.

By focusing on this one specific person, your firm can produce content that finds them where they are and fits their needs. This is a practice that should be done more than one time to develop personas that fit within each of your target audiences. After all, people will respond to and engage with content in different ways and you want to reach as many of your prospective clients as possible. 

How to Create Client Personas

In order to create personas that accurately represent your firm’s client base, you must start with what you know. By studying your analytics, marketing automation and CRM, or customer relationship marketing, you will discover trends that reveal how your current clients found you, consumed your content and hired your firm. This gives you a starting point before you begin asking additional questions to create that defined, singular persona. 

The attorneys at your firm play a vital role in creating client personas. They are the face of your firm and the people who interact with clients the most. Their insight about your current clients and how you serve them will give you an even better understanding of their demographics and other characteristics. You can even take it a step further by asking your clients directly about why they chose to do business with you and what they like best about working with your firm.

Questions to Ask When Creating Client Personas

After you have established the base for your firm’s client personas, it’s time to start getting specific. There’s no shortage of questions that you can ask when creating these profiles, but be sure to include relevant information about their demographics, background, career, personal life, purchase habits, financial status, personality and goals. The more information you can provide, the easier it will be to create content marketing strategies that effectively reach your target audience. 

  • Demographics – Name, age, gender, city, education 
  • Background – Birthplace, relationship with parents, number of siblings
  • Career – Industry, title, job responsibilities, salary range, company size, challenges 
  • Personal life – Relationship status, number of children, housing situation, religion, political beliefs 
  • Purchase habits – How they use Google, social media platforms they use, how they make payments online, describe a recent purchase 
  • Financial status – Net worth, debt, spending habits
  • Personality – Introvert or extrovert, optimist or pessimist, risk taker or risk averse, planner or go with the flow 
  • Goals – Career objectives, life objectives, bucket list

With the addition of each attribute, you get closer and closer to building a client persona that can boost your firm’s content marketing efforts. Starting from the group of 25-40 year-old males, you’ll end up with “Mike,” a 31 year-old father of two that works as a car salesman making $60,000 a year, votes Republican and spends a lot of time on Facebook, allowing you to think of him as a person rather than just a list of information like the back of a baseball card. 

Templates and Tools to Use

By now, you’re probably realizing that this practice requires a lot of information and keeping all of it compiled and organized can be tricky on your own. Maybe you’re someone who can put it all in a spreadsheet and remain organized. Or, maybe you’re someone who loses track when you open a new tab on your browser (it happens to the best of us). Not to worry; there are a number of templates and tools available to assist your firm, such as Digital Marketer’s customer avatar worksheet, HubSpot’s buyer persona template and Marketo’s marketing persona cheat sheet

There’s no right or wrong answer when it comes to compiling all the necessary information to create your client personas. Like many other content marketing efforts, it’s a trial and error process to figure out the optimum solution. Try a few templates, determine what works best for your firm and you’ll be well on your way to building client profiles and reaching your target audience.


Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here.

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position