When you set up your legal practice, you had starry-eyed dreams of clients flooding through your doors and your phone ringing off the hook. Sadly, unless you’re a renowned lawyer, you can’t just take it easy and wait for clients to come to you.
You’ve got to put in the legwork if you want your practice to thrive. That means targeting clients both online and offline with laser-focused acquisition strategies.
Not sure where to start? Check out our guide on how to get clients for lawyers below.
Understanding your target market
Before you rush off to find new clients, you absolutely must understand your target market. This includes the types of clients you want to have as well as those you don’t.
Looking at your current and past client roster is a good starting point. Can you find any trends? For instance, maybe most of your clients are women, wealthy businessmen, or elderly people. Each group responds to different advertising techniques.
Analyzing your competitors is a good way to narrow down your own target market. What type of clients do they serve? You may want to target a similar audience.
Client needs and expectations
What do your clients want, need, and expect? Client needs are strongly based on the type of law you practice. For a divorce attorney, for instance, client needs and expectations might look like this:
- They want an attorney who will help them get their fair share of assets in a divorce.
- They expect their attorney to represent them if their divorce goes to trial.
For an estate planning attorney:
- They need an attorney who can explain how to shield their assets from creditors.
- They want an attorney to help them set up a will, trust, or guardianship.
Building an online presence
Long ago, people found attorneys by flipping through the phonebook, but that’s no longer the case. Today’s clients hunt for lawyers on the internet, and you must make sure that your online presence is fully optimized if you want to stand out from the competition.
Website optimization
Have you ever bailed out of a website because it loaded too slowly or had poor navigation? That’s exactly what potential clients will do if your practice’s website isn’t up to snuff.
You’ll have to consider two main factors for your website: SEO (search engine optimization) and design.
SEO best practices
Whole books have been written about the topic of SEO, but you don’t need to spend hours reading novel-length works to get the basics down. Here are our recommendations for SEO best practices.
Before you write even a single word on your website, you need to find the right keywords. Google has a free Keyword Planner tool that can help you narrow down valuable, low-competition keywords.
However, just because a keyword is high-value doesn’t necessarily mean it’s a good fit for your site. The keyword has to be relevant to your practice. If it’s not, you won’t rank for it. So don’t choose a keyword like “criminal defense lawyer in San Antonio” if you only serve clients in Dallas-Fort Worth.
You’ll also need to optimize your page titles and meta descriptions. Try to keep page titles below 60 characters and include your primary keyword. Meta descriptions should be 140 to 160 characters and also include your main keyword.
Don’t forget about link building, which includes internal links (those to other pages on your site) and backlinks (links on other sites that point back to yours). Make sure all of your internal links work properly. When hunting for backlinks, only accept them from high-quality, authoritative sources. Domains that end with .edu, .gov, and .org are best.
User-friendly design
When most people think about web design, they picture how it looks first and foremost. While it’s important to have a good-looking website, “design” also includes user experience. If your site is hard to navigate or slow to load, users are likely to flee to your competitors.
Let’s address the navigation issue first. The goal here is to make it easy for users to find the information they need. To do that, separate the information by topic and put each topic on its own page. For instance, you might have a page for contact details, practice areas, and qualifications.
Make each page easy to read. Break up big chunks of text with headers, and place images so they don’t interrupt the flow of your content.
Mobile friendliness is critical as well. About half of all searches come from mobile devices, so your website must work well on tablets and phones.
Luckily, you don’t have to build a separate mobile website. Thanks to responsive design, your website can automatically adjust to the size of the user’s screen. If you don’t know how to code, most WordPress themes have responsive design built in.
Your mobile website also needs to load quickly. You can use Google’s PageSpeed Insights tool to see if your site makes the grade.
Social media marketing
Social media: love it or hate it, you can’t afford to ignore it when it comes to client generation for attorneys. Social media is great because it allows you to expand your reach. A post of yours could go viral or catch on with influencers around the globe. You could never get as many views just by relying on your site alone.
Keep in mind that social media isn’t all about advertising your practice. That’s okay occasionally, but most of your posts should be informative or entertaining. Too much advertisement-based content will have users fleeing your page faster than you can blink.
Platform selection
When starting out with social media, it’s common to want to post on every platform under the sun. That’s just not feasible, though. Instead, it’s better to stick to only one or two platforms, at least at first.
But which platforms should I choose? That depends on your practice areas and target market. Some of the most popular platforms for law firms include the following:
- Facebook was once solely the domain of college students, but today, you’ll find people of all ages on the platform. It’s been around for ages and has great documentation for businesses, making it a solid choice for law firms.
- X (formerly Twitter) has undergone quite a few changes in recent years and isn’t as popular as it once was. However, it could still be worth your time if your target audience hangs out there. It’s a good choice for posting brief updates and bite-size news snippets.
- Instagram is known for its image and video galleries. It’s not the best choice for law firms, but you may find it worthwhile to post there every now and then.
- YouTube is fantastic if you make your own videos. Not only can your videos drive traffic to your site, but you can also monetize them for an additional income stream.
- LinkedIn serves as a gathering place for professionals. Here, you can connect with other attorneys, and you may even get recommendations from them if you’re helpful enough. On top of that, LinkedIn allows you to post articles in your area of expertise. LinkedIn articles often rank highly in the SERPs, giving you the chance to drive additional traffic to your site.
- Reddit is an interesting platform that you may not have considered. Most subreddits don’t allow advertising posts, but you can use your legal expertise to help people and build up a reputation as an authority. The most popular legal subreddit is r/LegalAdvice, which currently has more than 2.5 million readers. Others include r/Ask_Lawyers and r/LegalAdviceOffTopic (for hypothetical legal scenarios).
Content strategy
So you’ve picked your first social media platform. Before you head off to make your first post, you’ll need to develop a content strategy.
As mentioned above, you shouldn’t post nothing but advertisements for your firm all the time. That’s a surefire way to turn off users.
So what to post, then? Most of your content should be entertaining or informative. It also doesn’t hurt to participate in discussions with users and other lawyers. This is a good way to build up a reputation as an authority in your field.
Ideally, you should post at least a few times a week. Switch up the type of content you post so users don’t get bored. Here’s an example of what a five-day publishing schedule might look like:
- Monday: Share interesting legal news
- Tuesday: Link to a blog post you’ve written
- Wednesday: Make a poll with a fun legal topic
- Thursday: Share pictures of your staff at work
- Friday: Invite users to ask you legal questions
Content marketing strategies
So you’ve got your website and social media platforms squared away. You’re all set, right? Not quite. If you want to know how to get clients for lawyers, you can take things a step further by setting up a blog and making helpful videos. We’re not going to lie; this part takes a lot of hard work. However, the benefits you’ll get are well worth it.
Blogging for legal topics
Some people say, “Blogs are outdated. No one reads them anymore.” That’s pure nonsense. Blogging is still an incredibly effective way to reach your target audience.
Think about it. Say someone comes across an informative blog post you wrote. They can tell you really know your stuff. They think, “If I ever have a legal problem, this is the guy I’m calling.” Or maybe they pick up the phone and call you right then and there. It’s like free advertising, and you can’t beat that.
WordPress makes it easy to set up a blog, and most CRM tools have integrated blog software as well. Other options include Blogger, Wix, Squarespace, Weebly, and Medium. They’re all a piece of cake to use, so you can’t go wrong with any of them.
Choosing a platform is the easy part. The tough part is figuring out what to write. This mostly depends on your practice area. We’ve provided a few topics for some different practice areas below.
Divorce lawyers:
- How to protect yourself financially in a divorce
- What to do if your ex fights for full custody
- How to choose the right divorce attorney
Personal injury lawyers:
- What to do after a car accident
- How to negotiate with the insurance company
- How to determine liability in a slip-and-fall accident
Criminal defense attorneys:
- What not to say to the police
- Your rights if you’re arrested
- Should you work with a public defender?
Estate planning attorneys:
- Protecting assets if you need nursing home care
- How to qualify for Medicaid
- Benefits of setting up a trust
Employment law attorneys:
- How to prove wrongful termination
- What to do if your employer isn’t paying you
- Claiming workers’ compensation benefits
Creating informative videos
Videos are an excellent medium for law firms, as they can draw thousands of views in just a short time. Plus, you can earn ad revenue every time someone watches a video of yours. Who could say no to free cash?
Making great videos is a lot of work, though. You’ll have to use high-quality equipment, come up with thoughtful topics, and have the ability to be engaging on camera. Let’s address these challenges one at a time.
First, the equipment. Whatever you do, don’t shoot videos using your smartphone. This is okay for amateurs, but you’re a professional, and that’s the vibe you want to give off. You’ll need a dedicated video camera, lighting, and audio equipment. If you don’t have any of that stuff and don’t want to invest in it, consider hiring a pro videographer.
To choose topics, look for trending keywords in your area of expertise. You could also turn your most popular blog posts into videos. This is a smart way to repurpose content.
Now for the filming itself. Wear clean, professional attire (lawyers can’t go wrong with a nice suit). Look directly into the camera and smile. Speak clearly with authority and never mumble. The goal is to convey that you’re an expert whom viewers can trust.
Networking and relationship building
To some, “networking” is a dirty word and something to be avoided. Even if you hate networking, though, it’s a must for nabbing new clients.
Building professional relationships
You may have never thought about networking with other lawyers because they’re your competition. Maybe that’s true, but other attorneys can also be an invaluable source of clients.
Say you make friends with another defense attorney. One day, that attorney will have more clients than they can handle. So, because they trust you, they decide to refer some of those clients to your firm.
LinkedIn is fantastic for building professional relationships. You could also attend conferences for attorneys. Some of the most reputable ones include:
- Legal Week in New York, NY
- Clio Cloud Conference in Austin, TX
- ABA TECHSHOW in Chicago, IL
Utilizing existing contracts
Past and current clients can also serve as an excellent source of referrals. You could simply call and ask clients to refer their friends to you if they need legal help. Email marketing and text messaging can work well, too.
You might also consider setting up a referral program. For instance, current clients who refer business to you may get 10% off your legal fees. You can also give out cash rewards and gift cards.
However, never tell clients that they must leave you a good review to get a reward. This is unethical and highly frowned upon. Simply ask them to leave an “honest review.”
Reputable legal directories for your law firm
You can think of legal directories as the Yellow Pages for law firms, but they’re also so much more than that. With legal directories, you can list all relevant information about your firm, engage with potential clients, and show off your reviews. If you’re wondering how to get clients for lawyers, check out some of our favorite legal directories below.
Avvo
Avvo works by pulling public information from licensing organizations and state bar associations. Every lawyer on the platform gets an Avvo rating from one to 10. Any rating above a seven is considered “Very Good.” Ratings are only visible if you claim your profile, though, so go do that quickly.
Nolo
Nolo provides comprehensive legal advice and boasts a directory of 30,000+ lawyers. You can set up a profile and pay a fee to have leads delivered straight to you. This is a fantastic option if you’re having trouble finding clients on your own.
Martindale-Hubbell
Martindale-Hubbell is one of the most respected legal resources in the nation. It allows attorneys to rate their peers based on ethics and legal capability. The review process is rigorous but well worth it for the prestige a Martindale-Hubbell rating brings.
Lawyers.com
Lawyers.com is similar to Nolo. You can show off your expertise, reviews, and details about your firm. It also has paid advertising options to help get more eyeballs on your profile.
FindLaw
FindLaw is a wonderful resource for both new and experienced attorneys. You can find cases and codes, law firm business development tips, and much more. You can also pay FindLaw to set up a website and create content for you.
Client testimonials and reviews
Want to know how to get clients for lawyers? Take advantage of testimonials. Not everyone reads reviews when choosing a restaurant, but you can bet your bottom dollar they check out testimonials before hiring a lawyer. Attorneys aren’t cheap, after all, and they want to know without a doubt that they’re making a good investment. That’s why you need stellar reviews, and lots of them.
Collecting and showcasing positive client feedback
You’ll find plenty of people willing to leave a bad review if they’re unhappy, but positive reviews are harder to come by. So how can you get those sweet five-star reviews for your firm?
The best way is to simply ask. When you score a win for a client, ask if they’d be willing to leave you a review on Google or your preferred legal directory. You might have to toss in an incentive, such as a small gift card, to get them to bite.
Once you’ve got some good reviews, proudly showcase them on your website. Your home page is a wonderful place to do this. You could also have a separate page for testimonials if you have a lot of them to share.
Using testimonials in marketing materials
Testimonials are the perfect way to jazz up your emails, online ads, and direct mail. Pick only your very best reviews to use in marketing materials. If the review you want to use is lengthy, you may need to paraphrase a bit. Don’t change the meaning of the review, though.
Specialization and niche targeting
As much as you’d like to take on every client under the sun, it’s a far better idea to specialize in a niche. This way, you’ll become known as the go-to expert in your field.
If you’re a personal injury attorney, for example, you might specialize in truck accidents or medical malpractice. Employment attorneys may specialize in workers’ compensation claims.
Offering free workshops or seminars
If you’ve practiced law for a long time, you’ve built up a wealth of knowledge and expertise. Why not share it with others? Not only does it feel good to know you’re making a difference, but it’s a great way to drum up client acquisition for attorneys.
Providing educational events for potential clients
Take a moment to think about the cases you handle and the calls you get. What are most of them about? Alimony? Bankruptcy? DUIs? Whatever it is, you can use it as the topic of free seminars and workshops.
Potential clients love workshops like these because they can get free legal advice without having to shell out for a lawyer. If they decide that their legal problem is too complex to handle alone, there’s a chance they’ll hire you.
If you’re looking for a place to hold your workshops, try local community centers. Many serve low-income people who could benefit from free, expert legal advice. Also, try colleges and assisted living facilities.
You might also consider signing up for a pro bono legal association in your area. These associations connect attorneys with low-income people who can’t afford to pay for legal help. You can choose to represent clients for free or simply give pro bono legal advice over the phone.
Demonstrating expertise and building trust
For effective lawyer-client outreach, always share your credentials. For instance, yours might be:
- Graduated from Yale in 2010
- Achieved seven-figure settlements for clients
- Won the “Best Attorney in [Your City] Award” for five years running
What ethical guidelines should lawyers follow in their legal client acquisition strategies?
Just as ethics are important when handling a case, so too are they when acquiring new clients. Follow these guidelines:
- Never post fake reviews in an attempt to get clients. If discovered, your credibility will be shot.
- Don’t make promises that you can’t keep.
- Never share details of a client’s case with others unless you have their permission to do so.
How important are client referrals in acquiring new clients?
Referrals are incredibly important when it comes to attracting clients to your legal practice. There’s no better advertising than word of mouth, after all. And good reviews are a must-have, too. A study by Martindale-Avvo found that 46% of consumers check out a lawyer’s reviews before contacting them.
I hope that this article has proved useful to you and that you have learned some of the best ways to get clients as a lawyer. At Connective, our blog contains many other useful articles for lawyers like you, such as articles that focus specifically on lawyer Facebook ads or provide you with law firm web design inspiration. Regardless of what you choose to do, though, I wish you the best of luck in finding more clients for your practice!
