Client-focused strategy in legal marketing communication (on the material of the corporate websites of lawyer’s offices of the Kemerovo region)

The purpose of the article is to identify and systematize the communication tactics used to implement the client-focused strategy by lawyer’s offices. The material for the study was the content of fifteen corporate websites of law firms (bureaus, colleges and offices) in the Kemerovo region. The scientific novelty of the study lies in the fact that the concept of legal marketing communication has been introduced into scientific circulation, the main trends in the nomination of consumers of legal services have been identified, the specifics of the communicative interaction of law firms with potential clients have been demonstrated, the role of the client-focused strategy in Russian legal marketing communication has been emphasized, communication tactics that implement the client-focused strategy have been identified and described, and the main linguistic means used in each of the tactics have been characterized. As a result, it has been established that lawyer offices use domestic and foreign traditions in the nomination of customers of their services and in communication with them, which leads to the sacralization and commercialization of the potential image of the addressee of legal marketing communication.