Top Five Lawyer Marketing Strategies to Get More Leads

Law firms have embraced the digital age, and legal marketing is an extremely competitive field. As an attorney, if you don’t have a marketing plan, your law practice will suffer, and you’ll fail to get enough clients to stay afloat.

Whether you’re in personal injury, divorce law, life insurance, or criminal law, it’s essential to use smart techniques to get new clients. Law firm marketing is a challenging field, so here are some of our ideas to drive traffic to your website and increase your revenue.

Research Competing Law Practices

Every law firm in the country has some form of an advertising plan. Instead of reinventing the wheel, check out what your competitors are doing in terms of social media, landing page, and email marketing. A straightforward way to do this is to check who competes with you on Google AdWords keywords and check their website.

Once you know what your competitors are up to, it’s a simple task to do it better. Identify ways that you stand out from the crowd and highlight those–particularly in short-form advertising, like pay-per-click ads.

Establish Your Credibility as a Reputable Law Firm

Potential clients want to work with a law firm they can trust. A great way to establish your credibility is to include the following on your landing page:

  • Logos of various awards you’ve received in the past five years
  • Testimonials and reviews from previous consumers
  • Links to your blog with case studies that demonstrate your experience in your field of law

Diversify Your Strategy

Marketing experts all agree that it’s vital to make use of various lawyer marketing strategies. If you’ve been sending out emails to a mailing list and running a website, consider using PPC ads, social media, or even a sales representative to cover different facets of your target market.

Also, consider your clientele, their pain points, and their customer journey. Figure out how you can address these issues and list these benefits in all your advertising and communication with potential clientele.

Use SEO to Keep Your Website In View

If you’ve spent time developing high conversion-rate landing pages, don’t let them go to waste with poor search rankings. Almost every law firm uses Search Engine Optimization (SEO), and if you don’t, your site will end up on page five of a search, or worse.

While you want to make sure that you’re in the first five search results for a given keyword, don’t fall for SEO companies that advertise dramatic results in just a few weeks. SEO takes time to work but has a long tail-end, which makes the investment worthwhile.

Keep Measuring Metrics

A key aspect of lawyer marketing is to keep track of how well you’re doing. If you’re trying out different strategies, knowing about your performance through metrics is essential in evaluating a given strategy’s success.

Some of the most common metrics to consider include lead generation, conversion percentage, and increase in revenue. Don’t be scared to change tack if the results aren’t good. Adapting your strategy will ensure success in the long-term.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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