Your law firm can get more legal clients online by understanding who your ideal clients are, where they spend their time and how likely they'll be to use your law firm.
If you want to know how to get legal clients, here are 11 things that will take your legal marketing to the next level (no. 7 is often the most profitable).
1. Have a simple strategy
If you are looking to attract more clients to your law firm, it's crucial to have a clear understanding of your target clients and how to reach them in a cost-efficient way.
Start by identifying your prospective clients. Ask yourself the following questions:
Answering these questions will help you determine how many website visitors, social media interactions, and other online engagements you'll need to generate enquiries. This forms the foundation of your law firm marketing efforts.
Once you know your targets, decide how to reach them. Should you hire a digital marketing expert or manage your own online marketing? Social media platforms like Facebook, Instagram, and other social media sites can be powerful tools for attracting clients.
Consider how off-page SEO can drive traffic to your website. What about online reviews and legal directories? These can significantly boost your law firm's online presence and credibility.
Understanding your practice area and the legal topics your prospective clients are interested in can guide your content marketing strategy. Whether through blog posts, networking events, or form relationships with other professionals, every effort should align with your goal of attracting warm leads and new business.
What is the fastest and most cost-effective way to attract potential clients?
SEO, paid ads, social media, content marketing and referrals are all great ways to get clients online.
SEO can be particularly effective if done right. Find out how we increase website traffic by 918% using SEO.
Google ads is a great place to start. It's a fast way to show your website to people actively looking for your services. As a new lawyer looking for clients, you could emphasise that you are new and different, this may go against any negative perceptions of the legal sector and encourage visits to your website (and hopefully new client enquiries).
Find out more about marketing for law firms.
2. What makes you the best law firm?
Understanding what makes your law firm the best is about meeting and exceeding the expectations of your prospective clients from the moment they engage with your content. Whether they find you through legal directories, social media platforms, or online reviews, you need to make a compelling case for why they should choose you over other law firms.
Some common ways that you can persuade potential clients:
Understanding what makes your law firm the best is about meeting and exceeding the expectations of your prospective clients from the moment they engage with your content. Whether they find you through legal directories, social media platforms, or online reviews, you need to make a compelling case for why they should choose you over other law firms.
Here are some ways to showcase your strengths:
Your law firm's brand and the personality of your staff play crucial roles. Building a strong personal brand and forming a professional network can set you apart in the legal profession. Prospective clients are more likely to choose a firm they trust and feel connected to.
Client testimonials and online reviews are powerful tools. Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, and legal directories. Featuring clients in case studies or videos can also demonstrate the tangible results you've achieved, helping to build trust and credibility.
Your online presence should clearly communicate what makes your firm unique. Whether it's your expertise in specific legal issues, your commitment to exceptional customer service, or your innovative approach to legal representation, make sure it's evident from the first interaction.
Ultimately, to attract and retain clients, your firm needs to stand out in the crowded legal industry. By emphasizing your unique strengths and delivering outstanding service, you'll establish yourself as the go-to legal professional in your field.
3. Past clients can help
A prospective client will be influences by an existing client when they are looking for an answer to their legal issue.
Reviews are massive online and help us all to make decisions about the product or service we’re about to try.
Ask every satisfied client for a referral and make sure you keep them engaged as your case evolves, but also after the event to ensure that they are happy to leave you a positive review and tell their friends about the services you provided.
Familiarise yourself with the places that you want people to see your reviews.
Common channels include Google Search results pages via your Google business account, Facebook reviews and reviews in other directories such as Yell and Yelp.
There are also a number of business directories you may want to be visible on.
To get reviews, make it part of your your client facing process:
4. Hold “meetups” or events (or even virtual meetups)
Hosting meetups or events, whether in-person or virtual, can be an excellent way to attract clients and build your professional network. These events provide an opportunity for prospective clients to meet you and your team, learn about your services, and see firsthand what makes your law firm stand out.
During a global pandemic, virtual meetups have become increasingly popular and accessible. Platforms like Zoom or Microsoft Teams allow you to connect with clients and other professionals in the legal industry without geographical limitations. Post-pandemic, consider hosting in-person events, which can be particularly effective for commercial law firms. Who doesn’t appreciate free food and an informative session on topics like contracts, commercial property, or the latest legislation affecting businesses?
When planning these events, think about the unique needs of your target clients. For instance, if you specialize in employment law, you could hold a seminar on recent changes in employment legislation. Or, if you practice in the area of medical bills and personal injury, consider a session on navigating medical expenses post-injury.
Utilize social media platforms and other social media sites to promote your events. Create engaging content and share it across your digital marketing channels to attract attendees. Networking events can also be promoted through your local bar association or law society to reach a wider audience within the legal profession.
Partnerships can enhance the value of your events. Collaborate with other professionals, such as estate agents or medical experts, to provide a comprehensive perspective on relevant legal issues. These partnerships can also aid in forming relationships that may lead to client referrals and increased visibility for your firm.
Remember to follow up with attendees after the event. Send them a thank-you email, include links to your online reviews, and invite them to future events. This continued engagement can turn warm leads into paying clients and help establish repeat business.
By hosting regular meetups or events, you not only showcase your expertise but also build a sense of community and trust with your prospective clients. This proactive approach can significantly boost your firm's visibility and reputation in the legal industry.
5. Where to advertise
To attract more clients, it's crucial to know where to invest your advertising efforts. While traditional advertising channels like TV, radio, and newspapers still have their place, digital marketing has become increasingly important in the legal industry.
Consider using Google Ads (formerly Google AdWords), Facebook, Instagram, and YouTube ads to reach potential new clients where they spend their time online. These platforms offer targeted advertising options that can help you connect with your specific audience. For example, Google Ads allows you to target prospective clients searching for specific legal services, such as "personal injury lawyers" or "employment law assistance."
Creating compelling ad copy, visuals, or videos is essential to capture the attention of your target clients. Ensure that your ads highlight what makes your law firm unique, such as free consultations, no-win-no-fee arrangements, or your expertise in a particular practice area.
Paid ads can be a cost-effective way to attract new clients quickly, especially if you get the targeting right. By focusing on the right social media platforms and search engines, you can reach the most relevant people at the right time. For instance, Instagram might be an overlooked channel for many law firms, but it offers "insta" access to your target audience through followers and engaging content.
Understand the value of a new paying client to your firm and work backwards to determine how much you can invest in paid media. If you know that each new client is worth a certain amount, you can budget your advertising spend accordingly to ensure a positive return on investment.
Don't forget about the importance of local advertising. Join your local bar association or law society and participate in community events to increase your visibility. Many law firms find success by advertising in local directories and on platforms that potential clients frequently visit.
Track the performance of your ads and adjust your strategy as needed. Use tools like Google Analytics to monitor which ads are driving the most traffic and conversions. This data-driven approach will help you optimize your advertising efforts and ensure you are spending your marketing budget wisely.
By understanding where to advertise and how to reach your prospective clients effectively, you can significantly boost your firm's visibility and attract more clients to your practice.
Find out more about PPC marketing for lawyers.
6. Be more persuasive
It's likely that about 90% of visitors to your law firm website won't make an enquiry there and then. So you need to be aware of ways to re-engage them.
Understand where potential new clients are in the decision-making process, for example are they just looking for information on a particular subject or are they desperate for the service there and then (as people looking for criminal services may be).
Don't just show the same ad to everybody.
Someone may have looked at a service page but not made an enquiry and you need to think about why that happened. Do they need reassurances on price, quality of service or your experience?
How can you give them more information to help them make a decision?
A brief overview of re-engaging visitors (who did not enquire) to your law firm website
7. Invest in SEO (Search Engine Optimization)
Search engine optimization is a long-term strategy for getting more relevant, qualified traffic to your website via search engines (mainly Google). This falls into 2 key areas
- How search engines, like Google, crawl and understand your website
- How users interact with your website
When it comes to SEO for solicitors, you should consider how Google views your site, but more importantly starts with what your user is looking for and how you can add value and help them.
Think about it... if someone searches for "personal injury solicitors near me" - you could pay upwards of £40 for one click in Google ads, because it is so competitive. However if your website appears in the organic positions, you'll have a steady flow of relevant traffic, for free.
It's a perfect way to get clients, because your visitors are ready to enquire (they're searching for you) and if you can get your website content and link building for law firms right, then you'll stay ahead of competitors for a long time.
8. Find partners
Estate agents, other law firms, business clients, medical experts, all represent opportunities for partnerships, which is really useful for link building purposes (a really important Factor when it comes to SEO) and also for promotional purposes.
Partners can share your content, your brand messages and they give you referrals.
How can you provide your partner with value, for example if you work regularly with estate agents, can you provide a legal guide to conveyancing that their audience might find useful. It could even be published on their website.
9. Feature your clients
Similar to showcasing reviews to demonstrate the successful work you've done for clients, you could also try and feature them in videos, images and case studies. This really helps potential clients to make a decision, demonstrating how you've helped people like them.
It is obviously tricky to feature clients using “distress” services such as family law, however for services like conveyancing there are some really positive stories to tell publicly.
10. Conversion optimisation
It's important to understand what stage in your marketing strategy development you should start looking at conversion optimisation.
This is the process of looking at how many people visit a website vs how many go on to make an enquiry.
It tends to be most useful when you get to a stage where you have a lot of visitors to your site and you can make assessments on how it is performing, for example are my headlines doing what they should? Could my enquiry forms be more persuasive? Are there any other elements such as video testimonials or reviews that could be applied to the page to encourage more visitors to enquire?
For new sites, this is less important (providing you’ve used someone who knows what they are doing to design your site). New websites should focus primarily with driving more awareness and traffic before looking at website behaviour in any depth.
Having a professional website is paramount for law firms, especially for those looking to attract more clients in today's digital age. Whether you own your law firm or are part of a small firm, having a strong online presence is crucial. Your website is often the first point of contact for prospective clients seeking legal assistance.
In a highly competitive landscape where clients are actively searching for lawyers online, having a well-designed website can set your law practice apart from other lawyers. It serves as a platform where clients can find information about your services, expertise, and areas of practice. For new lawyers or those starting a new law firm, a website acts as a virtual storefront, showcasing your capabilities to potential clients.
Most law firms understand the significance of their online presence in clients finding lawyers. A website not only helps in attracting new clients but also in establishing credibility and trust among prospective clients. It serves as a hub where clients can learn about your legal expertise, the services you offer, and how you can help them with their legal issues.
While traditional methods like word of mouth and referrals still hold value, a strong online presence through your law firm website can significantly enhance your reach. Clients find it convenient to research and contact lawyers online, making your website a key tool in generating leads and inquiries. It also streamlines the process, reducing the reliance on phone calls and enabling prospective clients to connect with you seamlessly.
In the realm of practicing law, a website is not just a digital asset but a strategic tool for marketing and client acquisition. It acts as a gateway for clients seeking legal help, offering insights into your expertise and services. For small firms and new law practices, a well-optimized website can be a game-changer in attracting clients and expanding your legal practice effectively.
11. Understand your data
The great thing about digital marketing for law firms is that data is everywhere.
One of the greatest advantages of digital marketing for law firms is the wealth of data available to inform your strategy. Understanding and analyzing this data is essential to make informed decisions and improve your marketing efforts.
Start by identifying the key metrics that matter most to your law firm. These might include website traffic, conversion rates (the percentage of visitors who become enquiries), and the effectiveness of different marketing channels. For instance, tracking how many prospective clients visit your site and how many of those visits turn into enquiries can provide valuable insights.
Regularly monitor your website's performance using tools like Google Analytics. This will help you understand which pages and services are generating the most interest and where there might be drop-offs. If your website traffic has tripled in a month but your conversion rates haven't improved, you need to dig deeper to find out why.
Segment your data to gain insights into different client groups. For example, analyze how different practice areas are performing or how various social media platforms contribute to your overall enquiries.
This can help you tailor your marketing strategy to focus on the most effective areas.
Don't panic over short-term fluctuations in data. Instead, look at trends over a longer period, such as month-on-month or quarter-on-quarter.
This broader perspective will give you a more accurate picture of your marketing performance and help you avoid making hasty decisions based on temporary changes.
Conversion optimization is another critical aspect of understanding your data. If you have a lot of visitors but few enquiries, assess your website's user experience. Are your headlines compelling? Are your enquiry forms easy to use and persuasive? Consider adding elements like video testimonials or online reviews to build trust and encourage visitors to take the next step.
Finally, make data-driven decisions to refine your marketing efforts continually. Whether it's adjusting your advertising spend, optimizing your website for SEO, or improving your social media engagement, use your data to guide these changes.
Do you want to find out how your law firm can get clients online? Make an enquiry here.