Your law school education likely didn't cover the intricacies of how to get clients as a lawyer, which is essential in the legal profession. Yet, as you've discovered, attracting and retaining clients is fundamental to building a thriving law practice. When you decide to build your own practice, you're not just a lawyer anymore–you become a business owner. This shift requires nurturing a business mindset and viewing client acquisition as a necessary investment for your law firm's growth and success.
Studies show that acquiring a new customer can cost 5-25 times more than retaining an existing one. Despite this, 44% of businesses prioritize customer acquisition, while only 18% focus on retention. Therefore, you need to strike a balance between attracting new clients and nurturing relationships with your existing ones in the legal profession. Remember, the game has changed since you were an employee. Now, you need to have a solid marketing strategy based on clear ROI, case acquisition goals, and stable revenue growth.
This guide explores the best ways to attract clients in 2024, from traditional methods to digital marketing. For more insights, listen to the Grow Law Firm podcast where Sasha Berson interviews Steve Gordon on how writing a book can boost your practice's revenue.
Traditional Ways for Lawyers of Getting New Legal Clients
Though old, the traditional methods of attracting new clients are still effective. These approaches center around building strong local relationships and demonstrating expertise with the aim to establish an attorney as a trusted and reliable advisor. Regardless of the method, they allow a lawyer's reputation to spread organically within a community. You can:
Get new legal clients with reviews and referrals: A study found that 59% of clients seeking legal representation rely on recommendations from friends, family, or other lawyers. Therefore, you need to stay top-of-mind with your past clients and professional contacts. Send periodic check-in emails, share relevant legal updates, or even consider a client appreciation event. The goal is to create a positive, lasting impression that prompts people to think of you when legal needs arise in their circle.
Public appearances build your reputation: Public speaking isn't just for politicians. Your expertise is your greatest asset. Look for opportunities to speak at local business events, community gatherings, or even webinars. Topics could range from recent legal changes affecting your practice area to general legal tips for businesses or individuals.
Networking to get new clients: Think beyond typical legal industry gatherings. Where do your ideal clients spend their time? If you're a patent attorney, tech meetups might be fertile ground. For family lawyers, community events or parenting groups could be valuable. Focus on building genuine connections. Share your insights, listen to others' challenges, and look for ways to add value.
Client base with referrals: Implementing a structured referral program can significantly boost your client acquisition efforts. Offer incentives to satisfied clients and professional connections for referring new business. This could include discounts on future services or other rewards that encourage consistent referrals, driving growth through word-of-mouth marketing.
How to Get Even More Law Firm Clients with Digital Marketing
It's worth noting that at any given moment, approximately 70% of potential clients are searching for legal services online. So, aside from traditional methods, digital marketing strategies are essential for expanding your law firm's reach and attracting new clients. They're more likely to contact law firms with a strong digital footprint, those top-ranked in Google's organic search, firms investing smartly in pay-per-click ads, and those with robust, conversion-optimized websites. The digital marketing techniques we'll discuss below can significantly enhance your visibility and connect you with potential clients actively searching for legal assistance online.
A disorganized approach to digital marketing rarely yields results. You need a cohesive strategy that aligns with your firm's goals and target audience. Start by defining your ideal client persona. What are their pain points? Where do they spend time online? This information will guide your digital marketing efforts.
Then, audit your current online presence. How does your law firm's website perform compared to competitors? Are you visible in local search results? Use tools like Google Analytics and SEMrush to gather data and identify areas for improvement.
Furthermore, SMART goals for your digital marketing efforts. Whether it's increasing website traffic by 20% or generating 10 new leads per month, having clear objectives will help you track progress and adjust your strategy as needed.
— Build a High-Performance Website to Attract More Legal Leads
Your website is often a potential client's first impression of your law firm. It needs to not just look good, but also convert visitors into leads. 75% of visitors judge a company's credibility based on their website design. For law firms, this means investing in a professional, user-friendly site that reflects your expertise and values.
But aesthetics are just the beginning. Your website should be a lead-generation machine. Include clear calls-to-action, easy-to-use contact forms, and valuable content that addresses common legal questions in your practice area. Consider adding a chatbot for instant engagement with visitors, even outside office hours.
Don't forget mobile optimization. With over 60% of searches now happening on mobile devices, a responsive design is essential. Google's own data shows that 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% visit a competitor's site instead.
The first two websites in the picture are visible to clients as they are optimized professionally
— Use SEO to Drive Client Growth
Given that 90% of users don't go beyond the first page of search results, securing a top position is vital for attracting new clients. Search engine optimization (SEO) helps make your website more visible to search engines like Google, which ranks sites based on various factors.
But SEO goes beyond keywords. Google's algorithms also consider factors like website speed, mobile-friendliness, and the quality of your content.
The first two websites in the picture are visible to clients as they are optimized professionally
SEO Basics for Law Firms That Get You Clients
If you want to use this tool, you must understand the various types of SEO. While there are several such categories, the majority of SEO efforts generally fall into two categories: on-site and off-site optimization.
On-site SEO focuses on optimizing elements within your website. This includes:
Improving page load speed and mobile responsiveness
Optimizing meta tags and descriptions
Creating high-quality, relevant content
Structuring your site with clear navigation and internal linking
Optimizing images and other media for faster loading
Off-site SEO involves actions taken outside your website to improve its reputation and authority. Key strategies include:
Acquiring high-quality backlinks from reputable websites
Managing your law firm's online reputation
Engaging in social media marketing
Creating and distributing valuable content across various platforms
Of these strategies, acquiring quality backlinks is particularly effective. When reputable sites link to your content, it signals to search engines that your law firm is a trustworthy source of information, potentially boosting your rankings.
2024 Edition
How to Get More Clients for a Law Firm
Local SEO Is Key to Getting More Lawyer Clients
Local SEO is a type of on-site optimization that involves targeting clients in the city or region in which your law firm is located. It is one of the best ways to get clients as a lawyer since most of your potential clients will be those within your vicinity.
To optimize for local search:
Include your city or region in key phrases (e.g., "bankruptcy law practice in Atlanta")
Claim and optimize your Google My Business listing
Ensure your firm's name, address, and phone number (NAP) are consistent across all online directories
Encourage satisfied clients to leave reviews on Google and other platforms
Create content that addresses local legal issues or event
— PPC Is a Great Way to Get More Attorney Clients
While SEO is a long-term strategy, Pay-Per-Click (PPC) advertising can drive immediate traffic to your website. Platforms like Google Ads allow you to bid on keywords relevant to your practice, ensuring your firm appears at the top of search results for those terms. Be warned: legal keywords can be expensive. For instance, However, a well-managed PPC campaign can still provide a high return on investment.
When setting up a PPC campaign:
Choose your target keywords carefully, focusing on terms with high intent
Create compelling ad copy that speaks directly to your potential clients' needs
Design landing pages that align with your ad messaging and encourage conversions
Monitor and adjust your campaigns regularly for optimal performance
PPC can be particularly effective for lawyers in competitive practice areas like personal injury, criminal defense, or family law. It allows you to appear at the top of search results instantly, bypassing the time it takes to build organic rankings.
PPC is essential for lawyers as it drives immediate traffic, increases brand visibility, and allows precise targeting
A well-structured PPC campaign might include:
Ads targeting specific legal services (e.g., "personal injury lawyer")
Location-specific ads to attract local clients
Retargeting ads to re-engage website visitors who didn't convert initially
Display ads on relevant websites to build brand awareness
As you read this post on law firm marketing, be sure to watch the insightful video within. Sasha Berson, a legal marketing expert, reveals why page one Google rankings are essential for discovery by prospective clients. You'll also learn how to craft an irresistible offer that persuades leads to hire you.
— Write Insightful Content to Find Law Firm Prospective Clients
Content marketing allows you to demonstrate your legal expertise, build trust with potential clients, and improve your SEO all at once. This approach aligns with Google's emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) in ranking content.
According to the Content Marketing Institute, 74% of marketers say content marketing increases engagement and leads.
You should regularly publish helpful, informative content on your website. Blog posts explaining recent legal changes, videos breaking down complex legal concepts, or infographics illustrating legal processes can all be valuable content types.
Remember, quality is better than quantity. It's better to publish one well-researched, in-depth article per month than four superficial posts. Focus on addressing the real questions and concerns of your target clients.
"Put all of your best ideas out there and let those ideas go do the selling for you." — Steve Gordon
— Legal Directories Are a Good Source for New Law Firm Clients
Online legal directories can be a valuable source of referrals and help boost your online visibility. When Google's algorithm finds your website on multiple directories, the search engine will view it as more legitimate and reputable.
Popular legal directories like Avvo, FindLaw, and Martindale-Hubbell can improve your firm's visibility in search results and provide backlinks to your website, boosting your SEO. Therefore, you should ensure your listings are complete and up-to-date, including your areas of practice, contact information, and client reviews.
Being listed in legal directories increases online visibility, establishes credibility, and helps potential clients find and contact your law firm
Discover how legal directories can boost your firm's visibility. Read the blog now!
— Advertise Your Legal Services to Clients on Social Media
With over 5.17 billion social media users worldwide, representing 63.7% of the global population, social media platforms offer a vast audience for legal professionals. While these platforms may not be the primary source of clients for most lawyers, they can be valuable tools for brand building and content distribution.
While platforms like Facebook (with its 3.07 billion users) offer broad reach, it's important to focus on the platforms where your target audience is most active. LinkedIn, for example, can be particularly valuable for B2B legal services or corporate law practices.
Don't overlook the power of email marketing. Email marketing has an average return on investment of $42 for every $1 spent. For law firms, email can be an effective tool for nurturing leads and staying in touch with past clients.
Consider creating a newsletter with legal updates relevant to your practice area, or sending targeted emails based on a potential client's specific interests. Always provide value in your emails - think informative content rather than sales pitches.
Using a Book to Attract More Clients to a Law Firm
It's not just about showcasing your expertise; it's about providing real value to potential clients and building trust before they even step into your office. A well-written book positions you as an expert in your field, setting you apart from other attorneys. Furthermore, your book can become a resource that other professionals share with their clients, expanding your reach.
Don't let the idea of writing a book overwhelm you. Start by outlining key topics in your practice area. Dedicate short, focused sessions to writing–even 30 minutes a day can yield significant progress. In just a couple of months, you could have a draft ready.
Your book's content can be repurposed for blog posts, articles, and other marketing materials, maximizing its impact. If time is a constraint, consider hiring a ghostwriter to help streamline the process.
As Steve Gordon, founder of Million Dollar Author, puts it:
"The very best thing that you can do to help that agency be successful is to give them an authority piece like a book because it's going to do better on lead gen with advertising." — Steve Gordon
Steve Gordon's Secrets to Generating More Leads with a Book in the Podcast Series
In this episode, Steve Gordon delves into the secrets of generating more leads through the power of books. He emphasizes the importance of creating a book that serves as a roadmap, guiding readers through the process of resolving their challenges. He highlights the benefits of working with your brain's natural tendencies by creating a detailed outline and dedicating focused writing sessions. Additionally, he stresses the value of repurposing the book's content into various marketing assets, such as blog posts, articles, videos, and podcasts, to maximize its impact and reach.
"You're losing a lot of money every day that you don't have the book. Every day it's not out there working for you bringing in new clients, you are losing money." — Steve Gordon
Join Sasha Berson as he speaks with Steve Gordon, Founder of Million Dollar Author
Steve Gordon is an accomplished entrepreneur who achieved the position of CEO at the age of 28. Over the past two decades, he has dedicated his expertise to mastering the art of selling high-value services.
As the editor of four highly regarded business newsletters, Steve's insights reach a global audience of CEOs, professionals, entrepreneurs, and sales experts. He provides consultancy services to companies spanning 30 industries, all of which specialize in selling premium products and services within trustworthy selling environments.
As the founder of The Unstoppable CEO, he also hosts a popular podcast. He has authored four bestselling books, including "Podcast Prospecting," "Unstoppable Referrals," "Exponential Network Strategy," and "The Follow-Up Formula."
Fix These Mistakes to Get More Law Firm Leads
Even with solid marketing strategies in place, law firms often make common mistakes that hinder client acquisition. We will address these issues head-on to help you improve your lead generation efforts below.
1. Bad Lawyer Marketing Strategy
A flawed marketing approach undermines client acquisition efforts. Fortunately, this is the easiest challenge to avoid. To ensure that your marketing strategy is fundamentally sound, simply check out our law firm marketing strategies guide for proven tactics. Develop a comprehensive plan aligned with your firm's goals and target audience. Furthermore, regularly review and adjust your strategy based on performance data and changing market conditions.
Elevate Your Law Firm's Digital Strategy
Get your free consultation on law firm's marketing strategy
An utter lack of reviews will definitely work against you as you strive to acquire new clients and grow your legal business. Therefore, you must work to gather reviews from your previous clients. We suggest asking loyal clients for reviews after you provide them with positive news.
When notifying a client about a favorable settlement, follow up with a request for a Google lawyer review. However, use discretion – if a client relationship has been rocky, it's best to avoid requesting public reviews.
3. Slow Response from Legal Team
If potential clients wait days for a response to their website inquiry, converting them into clients becomes challenging. Chatbots and automation software offer a solution by sending instant automated replies. These quick responses meet client expectations for immediate attention, while giving you time to follow up thoroughly.
4. Losing Sight of the Law Firm's Leads
In order to combat this issue, you must implement a reliable lead-tracking program. You need to know how many leads you are generating each week, month, and quarter. More importantly, you need to know what percentage of leads are actually converting into paying clients.
Lead tracking will provide valuable insights into the effectiveness of your campaigns. If you normally generate 15 leads per week and your last campaign only produced 5, it is safe to assume that it did not resonate with your target audience. To learn more about lead generation for attorneys check our guide.
5. Gather Only the Important Information
Simplify your initial contact forms to collect only essential information. Use a basic contact form for essential details (name, email, phone number). Include optional fields for case details, allowing prospects to share more if they choose without slowing down the process for those in a hurry. This approach balances the need for information with the user experience, potentially increasing your lead capture rate.
Capture More Clients with Grow Law Firm
Law firm marketing can be challenging, but you don't have to do it alone. Grow Law Firm specializes in helping attorneys attract more clients through customized digital marketing strategies. Our services include law firm search engine optimization (SEO) tailored for law firms, pay-per-click (PPC) advertising campaigns, and website design and optimization. We've helped numerous law firms discover effective ways to get clients as a lawyer using proven strategies that deliver results.
Contact us today to learn how we can help you attract more qualified leads and grow your practice.
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