How do law firms get clients; 17 cost-effective ways

May 21, 2024

By Jonny
I’m going to show you 17 cost-effective ways that law firms we work with are getting more clients. Number 6 is the one that generates more enquiries for longer.

We’ve helped law firms to go from a handful of new enquiries every month to hundreds of clients every month.

Like When we started, they got 15 enquiries via their website each month. A few months later and they got 192 on average. That’s an increase of 1180%.

Like the sound of that? Then read on.

1. Have a goal in mind

It’s important to have a strategy and that's exactly where we started.

The marketing strategy doesn't need to be War and Peace but it does need to outline your objectives and then the series of steps you need to take to get there.You can set yourself up for success by taking this seriously.

If you want to grow your own law firm, and you aren't a marketer, then get help from someone with experience in helping law firms to grow. I wouldn't try and give myself legal assistance (I'm not a solicitor).So if you don't know the most cost-effective ways to get clients for your law firm, then get help!

2. Your simple marketing strategy

To increase enquiries by 1180%, we took a look at the potential audience size online for the legal services that the law firm provides and were able to work backwards to determine which marketing channels would be most effective.

After assessing what users are looking for in search engines, on social media and online forums, it was obvious that there was enough potential traffic to lead with an SEO strategy for this law firm.

Thousands of people are asking legal questions in Google that we can answer. So let’s answer them.


*1900 searches in Google every month in the UK / 3600 searches each month in the US

3. Time, money and resources

Previously, the law firm had invested lots of money in paying for social media content. After months of doing the same thing, this approach had not generated any new enquiries, so it became clear that a new approach was needed.

In this case, paying someone to create social media content for a small audience was not the best use of the marketing budget.While the content looked great, the social media audience wasn't big enough.

Additionally, we established it was better to attract clients who were actively looking for legal services in Google, rather than passively browsing on social media.

The people who are actively looking for your services are a great starting point.

You need to understand what is the best use of time, resources, and most importantly, money.Find out if digital marketing for law firms can be more cost-effective for you.

4. Outsource or do it yourself?

If you need somebody to help you with your taxes you’re probably going to call an accountant. If you're not an experienced marketer and you need somebody to generate awareness and sales for your law firm, then you should probably outsource this to a proven marketer.

Your marketing team should let you know any potential costs upfront and set some targets in terms of what you can achieve together.If you find that they're doing the same thing 6-months in without getting any results, then you know you're in trouble.

5. Get your law firm found

The first step to finding new potential clients is to make sure that your law firm can be found when people are looking for your services.

Traditional marketing methods such as local radio, TV, newspaper advertising, and leaflet drops are still all effective ways to get your law firm in front of the right audience.

The only tiny issue with traditional "offline marketing" is that it can often be tricky to measure the return on investment for these, as well as taking broader strokes with your targeting (how do you know which people listening to a radio ad are potential clients?).

The next few points relate to the ways you can get your law firm found online.

6. Search engine optimization

SEO was and still is the cornerstone of the digital marketing strategy for this client.Firstly, we need to make sure that the law firm website was technically sound and Google could easily crawl the website and consequently index it in search engine results pages.

This means making sure that it is well-structured and fast-loading and that any issues that might prevent Google from crawling it had effectively been resolved.Secondly, we needed to create a content marketing strategy that revolved around making existing content better and then finding new content topics to write about.

The new content would be particularly important in this case, as it is this that drives the bulk of the traffic to the website.By researching what legal questions people are asking in Google and other social channels such as Quora and Reddit, we were able to create a content strategy that revolves around answering these questions and consequently ensuring that our pages appeared (and continue to appear) highly in Google.

The table above shows the number of times that the website appeared in search engine results pages for the top queries in a 30-day period.Thirdly, we were able to secure a number of links from high-quality websites that are relevant to the legal industry, not only for creating quality content but also through spending time reaching out to other websites and seeing if we could provide guest blogging content as well as securing links in relevant legal directories.

Find out more about seo for solicitors

7. Local SEO

The trend towards supporting local businesses has surged in recent years, with a significant rise in "near me" searches, including queries like "solicitors near me." To capitalize on this trend and connect with prospective clients in your area, consider implementing the following local SEO strategies:

  • Optimizing for Local Searches: Tailor your website content to include location-specific keywords such as "personal injury lawyer in [Location]" to enhance visibility in local search results and attract clients seeking legal assistance nearby.
  • Creating a Robust Google Business Profile: Enhance your online presence by optimizing your Google Business profile with accurate contact information, service details, and client reviews, making it easier for clients to find and engage with your law practice.
  • Utilizing Legal Directories for Local Visibility: Ensure your law firm is listed on top legal directories targeting your local audience, improving your chances of being discovered by individuals seeking legal services in your area.
  • Addressing Local Legal Issues: Showcase your expertise in specific legal issues relevant to your locality, such as immigration law, to position yourself as a go-to resource for clients facing such challenges in your community.
  • Fostering Referral Networks Locally: Cultivate relationships with other professionals, such as referring clients like real estate agents or financial advisors, to expand your reach and secure referrals from within your local network.

By incorporating these targeted local SEO strategies into your marketing approach, you can effectively position your law firm to attract more local clients, establish a strong presence in your community, and differentiate yourself from competitors.

Find out more about local SEO for solicitors

8. Google search ads

Google search ads are a great way of getting instant visibility for your website when somebody searches for one of your services.

ppc for law firms example

For example, if somebody searches for "conveyancing solicitors" in Google, it's pretty clear what they are looking for and that's where you can serve an ad in Google search engine results pages that is compelling and directs them to your website or gets them to make an enquiry directly from the ad itself.

Find out more about ppc marketing for lawyers

9. Google display ads

Google display ads for law firms can appear across various websites on the Google Display Network. This is a great way of generating awareness for your law firm by getting an ad in front of passive potential clients.

For example, if a potential client is browsing a property website, you can assume they may need a conveyancing solicitor at some time in the not-too-distant future.Hence it may be worth showing one of your ads to these people.

On the display network, you can pay per impressions of the number of times somebody sees one of your ads.

10. YouTube ads

YouTube ads are a great way of re-engaging people who have already visited your website.You can create remarketing lists and then next time somebody is on YouTube they might see your ad and come back to your website.

YouTube ads can be videos of various lengths and these are also effective for various reasons including the fact that YouTube is the world's second-largest search engine!

11. Social media ads

Social media advertising serves as a powerful tool to enhance visibility and attract potential clients within specific target audiences. Platforms like Facebook, Instagram, and LinkedIn offer unique targeting capabilities to reach individuals based on their interests, demographics, job titles, or seniority levels.

  • Targeting Legal Clients: Tailor your ad campaigns on Facebook and Instagram to resonate with individuals seeking legal services, such as personal injury lawyers or those interested in specific law practices.
  • Utilizing Legal Directories: Incorporate calls-to-action in your ads to direct users to legal directories where they can find more information about your law firm and services, enhancing your online presence.
  • Embracing Online Marketing Strategies: Engage with prospective clients through compelling ad copy that highlights your expertise, experience, and how you can address their legal needs effectively.
  • Business Development Opportunities: Showcase your brand new law firm or emphasize your unique value propositions to attract new clients and stand out among the competition.
  • Encouraging Word of Mouth: Encourage satisfied clients to share their experiences on social media platforms, leveraging word-of-mouth marketing to expand your reach and credibility.
  • Optimizing Off-Site SEO: Drive traffic to your website by incorporating off-site SEO techniques within your social media ad campaigns, ensuring clients can easily find and engage with your legal services.
law firm facebook ads example

By strategically crafting social media ads that resonate with target clients, legal professionals can boost their online visibility, attract more leads, and ultimately grow their legal practice effectively in today's digital landscape.

12. Make sure your potential clients engage

Once you've got in front of your prospective clients, you'll need to find a way to make sure that they engage with you.

This is the next stage before they enquire.You need to understand what it is that will make people engage with you. Whether it is in a search engine, social media ad, Google ad, or any other type of marketing touchpoint.Why would they pick up the phone, email, or fill in a form on your law firm website?

13. Value proposition and reasons to click

In each case, you should be aware of how you compare to other law firms.

In any Google search result there is going to be a number of competitors above or below you who are all vying for your prospective clients' attention.

What are you saying in your ads or in the search results page that make you stand out?What is your value proposition?

In the case of Natasha Hall Law a key factor was the fact that you get to speak directly with the Principal Solicitor.

We were able to make a personality of her showcasing her on both the website and visual ads as well as referencing her in text ads i.e. "talk to Natasha".

This suddenly stands out ahead of competition who are advertising themselves as being a company, whereas we allowed people to talk directly to Natasha.

14. Create useful content

As part of the SEO content strategy, we researched questions that we could create content around.

But this wasn't just a case of picking questions and answering them... the content had to be better than what was already there.

This includes:The content also demonstrates expertise, authority, and trust. These are all important factors for getting content to rank in Google.

People couldn't just click on a search result, come to a page, and leave. They either need to carry on reading, engage with the content or go on and make an enquiry.

  • More engaging copy
  • The right length
  • The right relevant keywords
  • Correct structure (what is everyone else talking about?)
  • Internal links
  • External links
  • The right images

15. Make sure your potential clients convert

Ensuring that potential clients convert into actual enquiries is essential for demonstrating the effectiveness of your marketing campaigns. Beyond tracking website activity to gauge performance, measuring the origin of enquiries provides valuable insights into the impact of your marketing efforts. To enhance conversion rates and encourage client enquiries, consider implementing the following strategies:

  • Calls Directly from Ads: Incorporate direct contact options in your advertisements to facilitate immediate engagement, such as displaying a tracked telephone number or utilizing "call now" buttons in Google mobile search ads to streamline the enquiry process.
  • Tailoring Ads to Target Audience: Craft targeted ads that resonate with your specific target audience, highlighting the unique selling points of your law firm and addressing the legal issues that prospective clients may be seeking solutions for.
  • Utilizing Legal Directories Effectively: Leverage prominent legal directories to increase visibility among individuals actively seeking legal assistance, making it easier for clients to find and connect with your services.
  • Focusing on Client Engagement: Enhance user experience on your website by creating compelling content that resonates with visitors, guiding them towards making enquiries and taking the next steps towards seeking legal support.

By prioritizing client conversions, tracking enquiry sources, and optimizing your marketing strategies to engage prospective clients effectively, your law firm can not only attract new clients but also showcase the impact of your marketing skills in generating meaningful leads and fostering lasting client relationships.

16. Contact forms and details on the website

When users visit your website content, you need to make it clear how they can contact you and give them an incentive for doing so.

For example, a free consultation or even a free enquiry. By making website forms really simple to use and really obvious in terms of what you want users to do, you can increase the number of enquiries for people from website landing pages.

For example, for this client, year on year we had 60% more visitors to the page go on to make an enquiry than in the previous year. This is largely through strategic placement of contact forms on popular content.

17. Web pages optimized for conversion

When it comes to optimizing a law firm website for conversion, understanding the interconnectedness of pages is crucial. For instance, if a visitor lands on a blog post addressing a common legal question, strategically linking to relevant service pages can guide them towards seeking more detailed information or making an inquiry.

To enhance conversion rates and attract new clients, consider leveraging the following strategies in your law firm marketing efforts:

  • Linking Strategies: Ensure seamless navigation from informational content to service pages for personal injury lawyers or specific practice areas to encourage potential clients to take the next step.
  • Utilizing Legal Directories: Leverage reputable online legal directories to enhance visibility among prospective clients searching for legal professionals in your practice area.
  • Online Reviews and Reputation Management: Encourage past clients to leave positive reviews online to build trust with new clients and improve your reputation within the legal profession.
  • Paid Advertising and Organic Search Results: Balancing paid ads with organic search optimization can help you reach a wider audience and attract paying clients effectively.
  • Referral Network Development: Cultivate relationships with other lawyers who may refer clients to your firm, enhancing your network and bringing in new business opportunities.

By implementing these proven strategies and focusing on user experience and relevance, your law firm website can effectively convert visitors into loyal clients and establish a strong online presence in the competitive legal landscape.

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