How to Get Clients as a Lawyer in 2024: The Ultimate Guide

How to Get Clients as a Lawyer
The aspect of how to get clients as a lawyer is seldom covered in law schools, yet it remains one of the most prevalent obstacles encountered by solo practitioners and law firms, even during profitable periods. Lawyers who have mastered the art of client acquisition often employ similar strategies, and those who utilize the most potent digital marketing tools tend to attract a larger clientele.

Luckily, any attorney eager to participate actively in their firm’s promotional endeavors can adopt the top practices for drawing in and retaining clients. For those who prefer to delegate, law firm marketing agencies provide a comprehensive range of services to boost client counts.

Traditional Methods for Attorneys to Secure New Legal Clients

Attorneys typically acquire new clients through referrals, reviews, and networking. These methods involve promoting your name and establishing a strong reputation within the legal industry and your target community. Building a reputation takes time, so initial efforts may not yield immediate results.

  • Acquiring New Legal Clients Through Reviews and Referrals: Referrals account for a substantial portion of potential clients – approximately 60% rely on personal endorsements when selecting an attorney. Enhance your referral network by delivering exceptional legal services and maintaining contact with former clients. Demonstrate to clients that you value them beyond their case by sending appreciation notes and checking in occasionally. Also, referring clients to other attorneys can foster reciprocal referrals. However, referrals aren’t the only avenue in today’s digital age. Online tools and strategies can be equally effective in client acquisition.
  • Enhancing Your Reputation Through Public Appearances: Public speaking opportunities enable attorneys to display their expertise. Schools often welcome guest lectures on legal subjects or community issues, providing a chance to network with educators. Conducting seminars also enhances local standing. Over time, consistent high-quality service and authentic community involvement generate referrals and reviews.
  • Attorneys Attracting New Clients Through Networking: Expand your networking horizons beyond conventional events to engage with your target audience. For instance, a motorcycle accident attorney could participate in industry conferences, learn to ride, or volunteer as a youth sports coach. Active community involvement fosters genuine relationships and bolsters your reputation. Clients prefer attorneys who show interest in their lives.

Remember, cultivating a strong image requires time. Short-term endeavors yield minimal results. Adopt a long-term perspective and maintain consistency.

Boosting Client Acquisition for Law Firms Through Digital Marketing

If you’re looking to secure long-term success in your legal field and stand out from the competition, a diverse approach is required. Here are some digital marketing strategies that can help you attract more clients as a lawyer:

Creating a High-Quality Website to Generate More Legal Inquiries

A well-designed and engaging website can create a positive first impression for potential clients, enhancing their perception of your law firm and its services. This can then increase the likelihood of converting these visitors into clients.

The significance of an excellent law firm website design is immense. Without a standout website, your other marketing strategies may not meet your expectations. Your organic search traffic might yield fewer leads, and your paid marketing methods could result in disappointing returns on investment.

If you’re unsure about how to develop an outstanding website for lawyers, don’t worry. You don’t need to do it yourself. Instead, consider partnering with a reputable digital marketing agency offering website design services for lawyers. They have the expertise to create a compelling online presence to attract more legal leads and boost your business.

How Can Lawyers Get More Clients with SEO

As a lawyer aiming to attract more clients, it’s essential to utilize search engine optimization (SEO). SEO for lawyers is about enhancing your website to make it more attractive to search engines.

Search engines such as Google rank websites based on certain factors. Websites that rank high appear on the first page of search engine results pages (SERPs). These ‘organic’ results are listed below paid ads.

To be noticed by new clients in your area, it’s crucial to feature on the first page of the SERPs. As per Oberlo, 90% of Google users don’t go beyond the first page of their search results.

If you’re familiar with search engine marketing concepts, you’ll know the importance of keyword selection for getting your site noticed on Google. But remember, SEO is not just about inserting keywords like “personal injury lawyer” into your content.

To create an effective SEO strategy and boost your website’s visibility in organic search results, consider partnering with a search engine optimization agency specializing in law firms. Such agencies can help expand your digital reach and connect you with potential clients.

Understanding SEO Fundamentals for Law Firms to Attract More Clients

SEO is a potent tool for law firms looking to expand their client base and grow their practice. To effectively use this tool, it’s essential to understand the different types of SEO, mostly under two categories: on-site and off-site search engine optimization.

On-site SEO involves optimizing various technical aspects of your website. Elements like page load speed, the responsiveness of your site, and the usage of meta tags and alt tags can significantly influence your ranking on search engines.

Additional on-site SEO factors to consider are:

  • Incorporating internal and external links
  • Optimizing images
  • Formatting text appropriately
  • Ensuring content is high-quality and authoritative
  • Crafting relevant and quality meta descriptions and meta titles

The second aspect of SEO focuses on off-site activities, which can often be more challenging to manage. Critical components of off-site SEO include:

  • Gaining backlinks
  • Marketing via social media
  • Engaging in content marketing
  • Managing your law firm’s reputation

Among these suggestions, securing backlinks is one of the most effective strategies to boost your law firm’s reputation. A backlink is a link on another website that directs to your blog or legal services pages. When reputable sites link back to your content, Google’s algorithm perceives your law firm as a credible source of information. This, in turn, can enhance your visibility and attract more potential clients.

Focusing on Local SEO to Boost Client Acquisition

Local SEO is a form of on-site optimization that targets clients in your law firm’s geographical area, and it’s an effective strategy to attract more clients as a lawyer.

By focusing on local keywords instead of generic ones, you can significantly reduce your competition with other law firms. Furthermore, this approach enhances the quality of leads you obtain, as Google’s algorithm will direct local clients to your content.

To optimize your site for local clients, you need to focus on location-specific keywords. This involves modifying your target keywords to include phrases such as “near me” or the name of your city.

For example, if your law firm is based in Atlanta, GA, and offers bankruptcy services, you might target a key phrase like “bankruptcy law practice in Atlanta.” This targeted approach can make your firm more visible to potential clients in your area, thereby growing your client base.

Leveraging PPC for Enhanced Client Acquisition

Pay-per-click (PPC) advertising is an effective method to generate substantial web traffic in a short period.

While setting up a PPC campaign, you must choose the keywords you want to target and decide your bid for each phrase. When performing a search, Google prioritizes displaying the top PPC ads with the highest bids at the top of the search engine results page (SERP), surpassing even the organic results. This practice ensures maximum visibility and exposure for advertisers in the digital landscape.

However, PPC can be quite costly, particularly for new lawyers. Hence, it should be used strategically to complement your SEO efforts. To maximize your return on investment, consider partnering with a firm that provides PPC services specifically for lawyers.

Understanding How PPC Works for Law Firms to Generate Leads

PPC can be an effective tool for generating new business. Many potential clients, when needing legal services, search for the specific type of lawyer they require and often select from the initial few options presented. Paying for your law firm to appear among these top options is a straightforward and efficient strategy that can benefit all types of lawyers, whether criminal, personal injury or Social Security disability attorneys.

However, it’s important to remember that initiating a PPC campaign requires technical expertise. Regular maintenance is also needed to ensure the campaign’s continued effectiveness. Thus, successful PPC campaigns typically demand time, financial investment, and research.

How to Get Clients for Lawyers

Creating Valuable Content to Attract Potential Clients to Your Law Firm

Developing a wide variety of legal content can position your law firm as your area’s trusted source of legal information. People looking for such information will not only refer to your site for guidance but may also share your content with others. Your law firm will be their first choice when these potential clients require paid legal services.

You can utilize this strategy to boost web traffic and bolster your law firm’s reputation with your intended audience. To accomplish this, it is crucial to establish a comprehensive collection of valuable and enlightening content.

Regular content updates on your website are crucial for this strategy to be most effective. Older articles won’t rank as high as more recent ones. This method of generating interest through educational content is known as “content marketing.”

The Significance of Legal Directories for Client Acquisition in Law Firms

Legal directories can significantly enhance your brand-building efforts. They are recommended because when your website appears on various directories, Google’s algorithm perceives it as more credible and trustworthy.

As a result, the algorithm is likely to rank your website higher. This improved ranking can help you achieve the coveted first-page status on Google’s search engine results pages.

Incorporating your services into online legal directories is an effective strategy to increase your online presence. Some leading legal directories include:

Consider listing your law firm in multiple legal directories rather than just one for optimal visibility. These directories provide vital details about your services, location, and contact information, making it easy for potential clients to locate you when searching on Google or within the directories themselves.

Directories provide an easy-to-use platform for clients to compare services, read reviews, and select the lawyer that best fits their needs. Broaden your reach by featuring your firm in as many directories as possible.

Promote Your Legal Services on Social Media to Reach Potential Clients

While social media platforms are often seen as valuable tools for businesses to gain more clients, their effectiveness as marketing channels for legal professionals is not as high. People needing professional legal advice are unlikely to rely on their Facebook or Instagram feeds for this.

Young attorneys can gain from creating a presence on social media, but using Google proves to be much more impactful. Social media channels should promote new blog content and direct traffic towards the law firm’s website.

Utilizing Email Marketing to Acquire Clients for Law Firms

Email marketing is a powerful tool for cultivating potential leads and acquiring more clients. There are numerous strategies to implement your email marketing campaign effectively.

For instance, when individuals who peruse your blogs share their email addresses and contact details, you can incorporate them into your marketing list. You can then schedule regular emails to them weekly or monthly. These emails keep your law firm at the forefront of their minds, offer them links to fresh content, and foster brand loyalty.

Address These Errors to Increase Client Acquisition for Your Law Firm

New lawyers may face various obstacles in their legal career when it comes to client acquisition, including but not limited to the following:

1. Poor Marketing Tactics for Lawyers

Starting with a weak marketing strategy can hinder your brand-building efforts. Luckily, this is an easy hurdle to overcome. Ensure your marketing approach is solid by following a comprehensive strategy guide and implementing the provided strategies.

2. Lack of Legal Client Reviews

A total absence of client reviews can negatively impact your efforts to gain new clients and expand your legal practice. Hence, it’s crucial to collect reviews from your past clients. Consider asking satisfied clients for reviews after delivering some good news.

For example, if you’ve just informed a client about a substantial settlement they are due to receive, use this opportunity to request a review. However, if you’ve had a somewhat challenging relationship with a client, you might want to refrain from asking them for a review. Use your discretion when deciding whether to ask for online reviews. You could also seek informal feedback from clients before requesting them to leave a review on Google or another platform.

3. Delayed Response from the Legal Team

How promptly do you respond when potential clients submit an information request on your website? If you take several days or even a week to reply, you may struggle to convert these prospects into clients. 

A practical solution to this issue is to employ chatbots and automation software. These tools can provide clients with automatic responses when they ask for information. Automated replies meet the client’s desire for immediate feedback while giving you additional time for a detailed follow-up.


4. Neglecting Law Firm’s Leads

To address this problem, you must have a reliable lead-tracking system. It’s essential to keep track of how many leads you’re generating each week, month, and quarter. More importantly, you must know how many leads turn into paying clients.

Lead tracking will offer valuable insights into the success of your campaigns. For instance, if you usually generate 15 leads per week and your latest campaign only brought in 5, it’s safe to conclude that it didn’t connect with your target audience. To learn more about lead generation for attorneys, check out our guide.

Gather Only the Important Information

The first step to lead generation is collecting contact details from potential clients. A popular method for this is utilizing an online contact form. However, a frequent error many new attorneys commit is requesting too much information from a potential client during this initial interaction.

Instead of trying to collect extensive details, keep your contact form straightforward. Request basic information like their first and last names, email addresses, and phone numbers.

We also recommend adding an optional dialogue box to your contact form. This allows the potential client to share specifics about their case. To emphasize, this section should be optional. This ensures that hurried prospects can swiftly provide information without being annoyed by your online form.

Grow Your Clientele with Thein Internet Marketing

If you’re seeking a partner to guide you through the complexities of digital marketing for law firms, Thein Internet Marketing is here to assist. As an SEO company, our team provides SEO campaign management. We’ve aided numerous law firms in flourishing by finding effective solutions and delivering results.

Ready to discover more? Get in touch with our high-performing digital marketing agency for law firms today.

Laurence Thein
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