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Best Digital Marketing Strategies for Bankruptcy Lawyers

May 13, 2022
11 min

Bankruptcy law firm advertising shares something in common with personal injury and immigration lawyer marketing: continually attracting new clients is a must. Your clients will come to you during a chapter of their life, and ideally, once their matter is resolved, they will not need your services in the future.

The 3M Approach For Bankruptcy Law Firm Marketing

Because bankruptcy attorneys don’t keep bankruptcy clients for life, lawyers need a digital marketing strategy that generates sufficient qualified leads to not just keep the lights on at the office but have a thriving, successful business. Marketing for bankruptcy lawyers should incorporate the 3 M’s:

  • Market: You must target your audience, prospective clients who are considering filing for bankruptcy.
  • Message: Your marketing should send a message that your legal services offer solutions for people that need help.
  • Media/Medium: Online websites, social media, law firm video content, legal podcasts, etc.

Most lawyers who advertise will favor one M over the other, but all three are equally important.

In today’s digital world, an online presence is necessary. Whether you are a small law firm or a large firm, if potential clients cannot find you online, your growth will be severely limited. Like other types of law, bankruptcy attorneys face steep competition in advertising.

Website Design for Bankruptcy Attorneys: Establish Online Presence With a Professional Website

Website Design for Bankruptcy Attorneys

When contacting a web design agency for law firms, keep in mind that your website is your foundation for your bankruptcy attorney marketing strategy as all off-website marketing, including word of mouth and referrals from former clients, will direct potential clients to your bankruptcy law firm's website.

Your website should include:

  • Professional law firm web design: Your website is not for you. It is for your potential clients. It should not be plain or generic. For potential bankruptcy clients, your website should offer hope, provide resources, and encourage action (contacting you). You should be familiar with your main competitors’ websites, and your website should differentiate the outstanding legal services that you provide from everyone else.
  • Great UX/UI: The terms user experience and user interface are often used when describing website design. These performance indicators are important because they are a measurement of meeting website visitors’ needs. If a website visitor is satisfied with their experience, they are more likely to contact a law firm and convert to a client. But if the UX/UI is poor, the effort may be in vain. For example, a website looks beautiful but the “important video message” on the homepage doesn’t play. When the visitor fills out a contact form, the “submit” button doesn’t work. These make for a poor UX/II.
  • Mobile-friendly: More than half of global website traffic is now mobile. A website must be mobile-friendly - with readable text and easily clickable navigation. You can test a website with Google’s mobile-friendly test tool, or a number of android and iOs mobile phone emulators.
  • High page speed: No one likes a slow-loading website, and Google and other search engine algorithms recognize this. Google has been taking page speed into account as far back as 2010. Page speed is also a ranking factor for mobile search queries and ads.
  • SEO optimized for right keywords: Your bankruptcy website must have content for bankruptcy lawyer websites, but it also must be optimized properly for search queries.

Build Trust With Your Potential Clients

bankruptcy law firm testimonials

There are several ways to instill trust in your website visitors and make them feel comfortable contacting you and trusting you with their potentially delicate legal or financial situation. Some of the common ways to build trust on a website are:

  • Testimonials: There is immense power in client testimonials - they corroborate the value of the services you provide. You can strengthen a testimonial by incorporating a photo or video element or using a client’s full name (with their permission, of course).
  • Trust badges: Trust badges do exactly what they say they will do - instill trust in your website visitors. These symbols or icons can be for professional accreditations like the Better Business Bureau, Super Lawyers, or Best Lawyers. You can also have trust badges for your website’s security certificate or payment methods if you accept online payments.
  • Best cases/client stories: If you’ve helped your clients achieve meaningful results in bankruptcy classes, their stories can be motivating to potential clients with similar legal issues. Of course, before you post a narrative and your commentary, you must get your client’s consent and follow the rules of professional conduct.

Provide Valuable Bankruptcy Content

It takes more than just being a good bankruptcy lawyer to get bankruptcy clients. High-quality, relevant legal content is a necessity for success in law firm digital marketing. Content for bankruptcy lawyer websites should be unique, interesting, and specific.

Although good content will help you rank in search engines, your content should be written for your specific target audience, not a search engine.

Google says in their developer guide that content, if it is compelling and useful, will influence your website more than any other factor.

It is hard to succeed in marketing a website without quality content. Content is a huge part of SEO for bankruptcy law firms. Below are listed some of the most important components that any bankruptcy law website should contain.

bankruptcy law firm content

1. Bankruptcy Lawyer Websites Blog Posts

Blog posts check a few boxes for a website marketing strategy. You are providing your visitors with the latest news or updates, and providing search engines with regular updates to your website. Like the practice area content on your website, legal blog content should be well-written and easy to follow. Find fresh topics to write about, and do not post duplicate or near-duplicate content.

2. Resources Pages

Bankruptcy is like divorce for many people - completely unfamiliar territory. Many people considering bankruptcy are under high levels of stress. As a bankruptcy lawyer, you know that filing bankruptcy is a tool established by the federal government, and you are familiar with the other tools that are available as alternatives to bankruptcy.

As an attorney and a subject matter expert, you are qualified to present information and resources to your clients and potential clients. Use your bankruptcy law firm website to offer information. You can provide “gated” content, such as a white paper or E-book, that users can access if they provide their contact information.

A resource page could also include videos about the bankruptcy process and alternatives to bankruptcy, such as debt consolidation and debt counseling.

3. FAQ Pages

A Frequently Asked Questions (FAQ) page is an excellent opportunity for bankruptcy attorneys to rank organically in search engines for long-tail search keywords that your visitors might ask, such as:

  • How long does it take to file chapter 7 bankruptcy in Florida?
  • How can bankruptcy attorney help me with student loans?
  • How does bankruptcy affect your tax return in New York?
  • Can you keep your house and file bankruptcy in Arizona?

Along with ranking organically for longer search queries, your FAQ content could be selected as a featured snippet, a highlighted excerpt of text that appears in what is informally known as “Position #0” - above everything else. These are sometimes also called “answer boxes,” and they are essentially free ads that google gives you for having relevant information.

Implement SEO Strategies To Grow Your Bankruptcy Law Practice

Search engine optimization strategies are the steps you take to position your website to rank in search engines. These can be one-time steps like optimizing your website’s navigation menu or installing a mega footer and ongoing programs like twice-weekly blog posts or regular updates to your law firm Google Business Profile.

bankruptcy law firm SEO strategy

Build Your Bankruptcy Law Firm Content Around Bankruptcy Keywords

Content is essential to generating traffic to your website and new clients to your firm. The content on your website should be created with your target audience in mind, and specifically the keywords they are searching for. Content for bankruptcy lawyer websites can take many forms, including:

  • Evergreen practice area pages
  • Long-form content (this increases the time your website visitors spend on your website)
  • Time-sensitive blog posts
  • White papers / E-books
  • Shareable infographics
  • Law firm social media posts
  • Video FAQs.

SEO-optimized content is a major part of digital marketing for bankruptcy lawyers. Attorneys that do their marketing in-house will spend a significant amount of time creating optimized content and may have one or a team of content writers and creators on staff or contract.

Incorporate On-Page SEO

On-page SEO, sometimes called onsite optimization, is everything you do on your law firm website to optimize your website’s placement on search results pages. More than half of searches are non-branded (example: Houston bankruptcy lawyer), so your content must be relevant to attract potential clients. Elements of on-page SEO include:

  • Website structure, titles tags, page headings, and meta descriptions
  • Website speed
  • Website navigation
  • Internal link (quality and count)
  • Image optimization
  • URL structure
  • SSL security certificate (Google prefers this for all websites, but it is especially important if you accept payments)
  • Website and SEO maintenance, such as fixing crawl errors
  • Mobile optimization.

While your SEO targets search engines, you cannot forget about the user experience (UX) element. Once your potential clients have found you, your website should provide an impactful and meaningful experience that will make website visitors want to take the next step and contact you.

Incorporate Off-page SEO

Off-site SEO refers to everything you do off of your website to improve ranking in search engine results pages. This includes your listings in legal directories like and Avvo, as well as social media accounts like Facebook, Instagram, Twitter, and LinkedIn.

A major part of off-page SEO is getting links from other websites, especially relevant, reputable, and trustworthy sites. Link building is one area where attorneys who do SEO in-house can get into trouble.

Off-site SEO is a delicate balance of knowing where to put your efforts - and your content. For example, if you write a long article about “New Bankruptcy Law Changes That Could Affect Illinois Homeowners,” is it better to post this on your own main website, or a third-party website that links to your main website?

Attorneys need to be careful with off-site links, as it is possible to do more harm than good. Not all links are good links, and spammy backlinks can hurt your website (disavowing). If you do not have a reputable bankruptcy lawyer marketing firm doing your off-page SEO for you, thoroughly research any directory or website before listing your law firm to protect yourself from penalties. You want to maximize the value of your backlinks and off-site SEO efforts, and avoid costly mistakes.

Improve Your Local Rankings

Legal marketing for bankruptcy lawyers includes local search SEO, specifically mobile-friendly local SEO. A major part of local SEO is your off-site SEO efforts, especially getting listed in directories and review websites like Yelp. If you have a multi-location law firm, you will need to create unique local pages for each location.

Your local SEO bankruptcy attorney marketing efforts should include verifying your Google Business Profile and updating your business info for better visibility. You should have a strategy to request reviews from past clients - most are happy to do so if you simply ask.

Take Advantage of PPC Advertising For Bankruptcy Lawyers

bankruptcy law firm

PPC for bankruptcy attorneys is a quick, almost immediate way for bankruptcy law firms to generate legitimate leads. PPC services for law firms are a nearly turn-key strategy in the sense that the ads are shown when you start paying. However, paid click is expensive, and although the platform is easy enough to navigate, there can be a steep learning curve to be successful.

Law firms have a considerable amount of control in the pay-per-click ad process, from how much they bid, what gets shown, and where site visitors land on their website. Because the end goal is conversion (converting the website visitor to a new client, your landing page needs to be clean, well-written, and relevant to what the visitor is searching for.

Although PPC for lawyers is a quick solution, you should NOT just get out your credit card and sign up for automated bidding on Google AdWords. You should research keywords and make sure that your ads are showing up at the right time and in the right place. Having a knowledgeable PPC expert running your paid click ad campaign can save you significant investment in the long run and keep you on a realistic budget.

Law firms pay for ads to be shown in search queries and then pay for the ads based on the clicks they receive. The downsides to Google ads and other PPC ads are the significant cost and the immediate loss of all ROI once you stop your campaign. Many lawyers use PPC campaigns and paid retargeting ads as a part of an Instagram, YouTube, and Facebook advertising campaign.

Get More Qualified Bankruptcy Leads With Grow Law Firm

Many companies provide marketing for bankruptcy attorneys, but not all can get the results you need. If you want better visibility for your bankruptcy law firm on Google and more leads, can help you.

Our legal digital marketing company works with law firms all over the country, providing SEO marketing services to target your specific market and potential client pool.

Whether we are doing SEO for bankruptcy attorneys in Miami, PPC for divorce attorneys in Chicago, or content marketing for personal injury lawyers in Los Angeles, we are aggressive in our approach and results-oriented.

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  • Easy steps you can take to bring in more clients and up this year’s revenue
  • The top website and marketing mistakes holding your law firm back
October, 31st
1 pm CT60 minutes
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    Sasha Berson is a legal marketing expert

    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

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