Updated: May 11
Law Firm Marketing: How To Generate Leads
Getting clients is an essential task all law firms must do. It is especially crucial for smaller firms that might need to put in more effort to find clients. Bigger, more established firms have a reputation advantage, where people come to them already knowing their names; in most cases through someone they know, the news, or some big ads.
Fortunately, digital marketing offers an accessible space for even small and new law firms to compete. You can start a law firm marketing strategy and generate leads with little to no monetary expense.
So, here are some ways you can find clients for your law firm:
1. Social Media Marketing
Speaking of the most accessible law firm marketing strategy, social media is one of the easiest ways to boost law firm visibility. Starting a social media account is free, and with the right content and strategy, you can get some eyes on your law firm.
If you're ready to start upgrading your social media marketing strategy, you can try your hand at ads. Since there's a lot of traffic on social media, your promotional materials are sure to reach a few potential clients.
Remember: Even if a follower or your audience doesn't become clients right away, the mere fact that they know your name will still benefit your law firm. You just need to keep producing content and maintain visibility so that your followers come to you when they do need a law firm to help them.
2. Lawyer SEO
Lawyer SEO is a popular digital marketing strategy for many reasons. One of which is that it poses long-term and sustainable marketing benefits when done right.
The main goal of SEO is to rank high in the SERPs. While that doesn't sound like much, think about each time you Googled something. For example, if you wanted to know "what is the statute of limitations for car accident claims", you're most likely going to click on the first few links that show up in the search results.
If you rank high enough, you'll get traffic from searchers looking up things relevant to you. This is because you are essentially leading them to your website, where they'll also be able to access information about you, your law firm, and your content details.
3. Legal Blogging
Legal blogging is an excellent way to show off your knowledge of the law. It is also often implemented alongside Lawyer SEO strategies.
Remember: Just writing and posting blogs isn't enough. You need to make sure people can find and read them. You can promote or boost your blogs by sharing them on your social media accounts or optimizing them to rank via Lawyer SEO.
Blogging is also the most popular form of content marketing. You directly attract people to your law firm by writing and publishing high-quality content. Unlike traditional ads, you don't promote to people hoping some of them will come to you. Instead, you make content that people are looking for.
Here's an example of how it works: If someone wants to know how to sue their boss, they'll look it up on Google (or other search engines). If you provide them with high-quality content that helps answer their questions and needs, then you'll start gaining traffic from these people.
The most crucial factor here is that you're attracting people who are already interested in something you can offer—whether that be information about the law or your law firm services.
4. Email Marketing
Email marketing is an excellent way to stay in contact with clients and potential clients—even after they click off your website or your social media profiles.
However, there's so much that goes into email marketing than sending promotional emails. Most people won't be tempted to open your emails if they're all just glorified ads.
Remember: You need to make sure you're still sending people high-quality content that holds some value to them.
You can send your subscribers newsletters, special offers, event announcements, legal news, and updates about your law firm. Additionally, make sure your emails have a proper layout and design.
There are several other options for digital lead generation. However, if you're looking to try a digital marketing strategy, the above options would be a great start. However, most law firms will use multiple strategies at once in current practice.
So, you can try running a website, use Lawyer SEO, write legal blogs, and run a social media account simultaneously.