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How to Get Clients as a Lawyer in 2024: A Professional Guide

Learn proven strategies from industry experts on effectively attracting new clients and growing your legal practice in 2024.

16 min


Feb 8, 2024
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Client retention and acquisition are very important for the growth and success of any law practice. Yet, despite their importance, they often overlook this crucial topic in law school, leaving many solo practitioners and law firms struggling to find new clients. The good news is that there are proven methods for attracting and retaining clients that can be learned and implemented by any attorney who wants to take control of their firm's marketing efforts.

In this article, we'll explore the most effective strategies for getting clients in 2024—both in the traditional way and through digital marketing. On top of that, in the recent episode of our Grow Law Firm podcast, host Sasha Berson discussed with Steve Gordon, Founder of Million Dollar Author, how writing a book can boost your revenue as a lawyer.

Join Sasha Berson as he speaks with Steve Gordon, Founder of Million Dollar Author

Traditional Ways for Lawyers of Getting New Legal Clients

Most lawyers find new clients through referrals, reviews, and networking. Each method involves getting your name out there and building a strong reputation within legal industry and the community you wish to represent. Building your reputation can take some time, so don't be discouraged when you first begin your efforts.

  • Get New Legal Clients With Reviews and Referrals: Referrals bring in most potential clients - up to 60% seek personal recommendations when hiring a lawyer. Build your referral network by providing excellent legal services and staying in touch with past clients. Show clients you care beyond just their case by sending thank-you notes and checking in periodically. And refer clients to other attorneys to encourage reciprocity.

While vital, referrals aren't the only route nowadays. Digital tools and strategies prove just as effective for acquiring clients.

  • Public Appearances Build Your Reputation: Speaking engagements allow lawyers to showcase expertise. Schools often permit guest lectures on legal topics or community issues. The networking potential with educators is a bonus. Hosting seminars also builds local reputation. Over time, consistency, quality service and genuine community involvement lead to referrals and reviews.
  • Lawyers Getting New Clients With Networking: Look beyond networking events to connect with those you aim to serve. A motorcycle accident lawyer could attend industry conferences, learn to ride, or volunteer to coach youth sports. Hands-on community engagement builds real relationships and reputation. Clients want lawyers who care about their lives.

Remember - a solid image takes time. Short-term efforts produce little. Think long-term and stay consistent.

How to Get Even More Law Firm Clients With Digital Marketing

When you want to achieve sustained success in your area of practice and differentiate yourself from these other attorneys, then you need to use a multifaceted approach. We have outlined below several specific marketing efforts that you should engage in if you are interested in getting clients as a lawyer.

— Build a High-Performance Website to Attract More Legal Leads

If potential clients are greeted by a captivating website, they will form positive opinions about your law firm and its capabilities. This reaction will give you the opportunity to convert them from prospects into clients.

A high-performance website helps lawyers to generate leads
The first two websites in the picture are visible to clients as they are optimized professionally
When potential clients visit your site, they will begin forming opinions about your law firm in seconds. If they do not like what they see, they will quickly leave your site and research other attorneys.

The importance of a great law firm website design cannot be overstated. Without an exceptional website, all of your other marketing efforts will fall below expectations. Your organic search traffic will produce few leads, and your paid marketing approaches will generate an abysmal return on investment.

If you are thinking to yourself that you have no idea how to create a great website for attorneys, the good news is that you don't have to. Instead, all you need to do is to partner with a reputable online marketing firm that provides website design services for lawyers.

— How Can Lawyers Get More Clients with SEO

The next step to getting clients as a new lawyer involves leveraging the power of search engine optimization (SEO). Search engine optimization for lawyers is the art of making your website more appealing to search engines.

How can lawyers get more clients with SEO
The first two websites in the picture are visible to clients as they are optimized professionally

As you may or may not be aware, search engines like Google rank websites based on a variety of factors. The highest-ranking websites appear on page one of search engine results pages (SERPs). These "organic" results appear below the paid ads, but more on those ads in an upcoming section.

If you want to get noticed by new clients in your area, it is critical that you make it to page one of the SERPs. According to Oberlo, 90% of Google users don't make it past page one of their search results.

If you have some familiarity with the concepts of search engine marketing, then you probably know that keyword selection is critical to getting your site noticed in a Google search. However, before you start stuffing your content with phrases like "personal injury lawyer," keep in mind that SEO involves much more than simply adding keywords.

The best way to develop a cohesive SEO strategy and increase your website's visibility in organic search results is to work with a search engine optimization firm for attorneys. These organizations specialize in expanding your reach in the digital marketplace so that you can find ideal clients for your firm.

SEO Basics for Law Firms That Get You Clients

SEO is one of the most powerful tools available to law firms that want to acquire more legal clients and grow their businesses. However, 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 can be classified as either on-site or off-site search engine optimization.

On-site SEO is the type of optimization that the majority of lawyers are familiar with. This type of SEO involves including relevant keywords in every service page and blog post.

On-site SEO also pertains to more technical aspects of your website. Factors like page load speed, website responsiveness, and the presence of meta tags and alt tags will all impact your ranking.

Other on-site SEO considerations include:

  • Internal and external links
  • Image optimization
  • Text formatting
  • The quality and authoritativeness of content
  • Relevance and quality of meta descriptions and meta titles

The second key facet of SEO focuses on off-site actions. Off-site SEO can sometimes be more challenging to master. A few components of off-site SEO include:

  • Acquiring backlinks
  • Marketing on social media
  • Engaging in content marketing
  • Law firm reputation management

Of the suggestions above, acquiring backlinks is one of the best things that you can do to enhance the reputation of your law firm. A backlink is a link on another site that leads to one of your blog or legal services pages. When high-quality sites link back to your content, Google's algorithm views your law firm as a reputable source of information.

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.

By targeting local keywords instead of generalized phrases, you can drastically reduce the number of law firms that you are competing against. You can also increase the quality of leads that you generate because Google's algorithm will direct local clients to your content.

In order to optimize your site for local clients, you will need to target location-specific keywords. All you need to do is modify the keywords that you want to rank for so that they include phrases like "near me" or the name of the city you are located in.

For instance, let's say that your law firm provides bankruptcy services and is located in Atlanta, GA. You could target a key phrase like "bankruptcy law practice in Atlanta."

— PPC Is a Great Way to Get More Attorney Clients

Pay-per-click (PPC) advertising is a great way of generating large volumes of web traffic in a short time frame.

When setting up a PPC campaign, you will need to select which keywords you want to target and how much you are going to bid on each phrase. When a user conducts a search, Google will display the highest bidding PPC ads at the top of the SERP, above the organic results.

The downside to PPC is that it can be quite expensive, especially for new attorneys. Therefore, you should use it strategically as a means of supplementing your SEO efforts. If you want to maximize your ROI, we suggest partnering with a firm that offers PPC for lawyers.

Examples of PPC for Law Firms That Get Leads

PPC can be a great way to generate business. Many potential clients in need of legal services search for the type of lawyer they need and choose among the first few options they see. Paying to be featured among these options is simple and effective, and it can work for all types of lawyers, from criminal and personal injury lawyers, to Social Security disability attorneys.

Local SEO is key to getting more lawyer clients
PPC is essential for lawyers as it drives immediate traffic, increases brand visibility, and allows precise targeting

Keep in mind that starting a PPC campaign takes technical know-how, and regular maintenance is required to keep the campaign going. In other words, time, money, and research are typically required for successful PPC campaigns.

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.

Whether you're just starting out or looking to take your established firm to the next level, this video will give you the the marketing skills, knowledge and tools to get more clients calling you.

— Write Insightful Content to Find Law Firm Prospective Clients

Building up a diverse array of legal content can help you become the go-to source of legal information within your region. Those seeking information will not only turn to your site for guidance, but they may also share this information with others. When one of these prospective clients needs paid legal assistance, your law firm will be top of mind.

You can use this to your advantage as a way to generate more web traffic and improve your law firm's reputation among your target audience. To do so, you will need to create a library of useful and informative content.

If you want to make the most out of this strategy, you will need to regularly publish content on your website. Older, outdated articles will not be ranked as highly as more recently published ones. This tactic of marketing by creating educational content is known as "content marketing."

"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

Legal directories can augment your other brand-building efforts in a multitude of ways. Specifically, we suggest that you use legal directories because when Google's algorithm finds your website on multiple directories, the search engine will view it as more legitimate and reputable.

Best directories for lawyers
Being listed in legal directories increases online visibility, establishes credibility, and helps potential clients find and contact your law firm
In turn, the algorithm will rank your website higher. This ranking means that you will have an easier time achieving that sought-after page one status on Google's search engine results pages.

Listing your services in online legal directories is an excellent way of boosting your online visibility. Some of the top legal directories include:

To maximize visibility, list your law firm in multiple legal directories instead of just one. These directories provide essential information about your services, location, and contact details, making it easier for potential clients to find you when searching on Google or within these directories.

Directories offer a convenient way for clients to compare services, read reviews, and choose the attorney that suits their needs. Expand your reach by listing your firm in as many directories as possible.

— Advertise Your Legal Services to Clients on Social Media

Many businesses consider social media platforms valuable tools for acquiring more clients. However, these services are not nearly as effective as marketing platforms for legal professionals. Most people seeking professional legal advice are not going to turn to their Facebook or Instagram feeds.

While young attorneys can certainly benefit from establishing social media for lawyers, leveraging Google is far more effective. Social media channels should primarily be used to advertise new blog content and drive traffic to the law firm's website.

— Email Marketing Can Get Lawyer Clients

Email marketing is an excellent way to nurture leads and generate more clients. There are many ways to manage your email marketing campaign.

For example, when people who read your blogs provide you with their email addresses and contact info, you can add them to your marketing list. You can then send them regular emails at weekly or monthly intervals. These emails are meant to remind them that your law firm exists, provide them with links to new content, and develop a sense of loyalty toward your brand.

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Top Techniques for Busy Lawyers to Bring In More Clients in 2023
  • 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

Using a Book to Attract More Clients to a Law Firm

A well-written book can be a very effective marketing asset for a law practice. Not only does it highlight a lawyer's expertise in addressing complex problems, but it also boosts confidence in potential clients. When launching a book, tapping into an established referral network is key - it generates goodwill while revealing new opportunities hiding in plain sight. A book introduces solutions in a low-risk, approachable way and reassures clients they've found the right guidance.

While some see writing a book as a daunting venture, compressing the timeline makes it manageable. Outlining each section in advance allows you to schedule focused 30-minute daily sessions that can help your draft progress. Within a month or two of work, a lawyer has a valuable asset that they can utilize across many mediums, including blogs, articles, and videos. More importantly, potential clients reading the book will gain insight into a practice's unique solutions and journey. This information smooths the sales process, building strong client relationships from the very first meeting. For busy lawyers, experienced ghostwriters can also deliver a completed book through just a few interviews.

"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
Steve Gordon

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

There are many different client acquisition challenges that new lawyers might encounter in legal career, the most notable of which include the following:

1. Bad Lawyer Marketing Strategy

If you start with a bad marketing strategy, your brand-building efforts will never even get off the ground. Fortunately, this is the easiest challenge to avoid. To ensure that your marketing strategy is fundamentally sound, simply check out this step-by-step law firm marketing strategies guide and use the outlined tactics.

2. Not Enough Legal Reviews

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.

For instance, if you notify a client that they are going to receive a healthy settlement, follow up this news with a review request. On the other hand, if a client relationship has been a bit rocky, you may not want to lobby for reviews.

Use your best judgment when you're considering whether to ask for online reviews. You can also gain some informal feedback from a client before asking them to leave you a review on Google or another platform.

3. Slow Response From Legal Team

When potential clients fill out an information request on your website, how long does it take you to reply? If the answer is several days to a week, you will probably have a tough time turning prospects into clients.

A great way of solving this problem involves using chatbots and automation software. These technologies can send clients automated replies when they request information. Automated responses satisfy the client's expectation of instant gratification while also buying you some extra time to conduct a thorough follow-up.

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

Your first step to generating a lead is to gather contact information from prospects. The most common approach to gathering information involves using an online contact form. However, a common mistake that many young attorneys make is asking prospective client for too much information during this initial exchange.

Instead of attempting to gather as much information as possible, keep your contact form simple. Ask for basic information such as a first and last name, email address, and phone number.

We also suggest including an optional dialogue box on your contact form. This section will give the lead the freedom to provide details about their case, should they choose to do so. To reiterate, this section should be optional. That way, prospects who are in a hurry can quickly submit information without becoming frustrated with your online form.

Gradually Build Your Clientele With Grow Law Firm

If you want a partner to help you navigate the challenges of law firm digital marketing, Grow Law Firm can help. As a full-service digital marketing firm, our team offers SEO campaign management, PPC advertising, web design, and more. We have helped numerous law firms grow and thrive by finding solutions and getting results.

Are you ready to learn more? Contact our high-performance law firm SEO agency today.

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