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You’re a damn good lawyer.
Yet somehow, the guy next door is scooping up more clients. How?!
The legal industry is a gladiatorial arena... only the strongest survive. There are over 1.3 million lawyers in the U.S., and they're fighting over the same pool of leads.
What's really frustrating is, you didn’t go to law school to become a full-time marketer. But if you don't market, you're slowly but surely relinquishing high-quality leads (and those retainer fees) to your competitors.
To help you out, we’re walking you through 13 legal marketing strategies. This is the exact playbook behind a 2,451% marketing ROI and 758% more leads for a New York personal injury attorney.
Ready to see how to get clients as a lawyer? Keep scrolling.
How to Get More Law Firm Clients with... Digital Marketing
First, let's ask ourselves: Where do clients find lawyers?
The answer is most likely online. Around 70% of legal clients (3.5 out of 5) start their search online.
Every single time your firm doesn't show up on Google for keywords like "lawyer near me", you're actively burning a hole in your bottom line.
Okay, let's talk solutions! Here are 13 steps on how to get clients as a lawyer... guaranteed.
1. Picture Your Ideal Client (and Write It Down)
If "everyone" is your client, no one is your client.
Before you throw money at ads or SEO (search engine optimization), pause and ask yourself, "Who exactly am I trying to attract?"
Think like a sniper and zero in on your ideal client with precision:
- What’s their case type?
- How much do they make per year?
- Where do they live?
- What are they Googling to find you? (e.g., “personal injury lawyer near me”)
Get crystal clear. That's key to fine-tuning your legal processes.
Once you know who you’re targeting, every decision (from your website copy to your paid ads PPC campaigns) becomes 10x more effective.
2. Create Your Digital Marketing Plan of Action
Congrats! You now know your ideal client... we're making progress.
Next, let's look at your current digital marketing setup for law firms:
- Is your website converting visitors into leads? You should convert at least 3%–5%.
- Are you ranking on Google for the terms your ideal clients are searching? Aim to rank on page 1 for high-intent keywords like “criminal lawyer [your city]”.
- Is your Google Business Profile generating calls? You should be getting at least 10–20 interactions/month from your GBP.
- Are your ad campaigns driving quality leads? For Google Ads, aim for a conversion rate of 7%–10% for legal services.
- Are your intake and follow-up systems closing the loop? Your team should follow up within 5 minutes.
Use tools like Google Analytics to see where traffic is coming from, and SEMrush to check how you stack up against competitors.
Finally, set SMART goals (specific, measurable, achievable, relevant, time-bound goals).
Example: Increase the number of felony case inquiries by 25% within the next 90 days by running targeted Google Ads in [your city].
Remember, new lawyers, solo firms, and mid-sized practices grow on purpose, not by accident.
Clients need sound legal representation. Make sure they find you first. Read our digital marketing guide for law firms.
3. Build a High-Performance Website to Attract More Legal Leads
We see it every day.
So many law firm websites take 10+ seconds to load and look awful on mobile (60% of clients come from mobile). Major no-no.
Your law firm website needs to do one job really well: turn visitors into leads. This means:
- Clear calls-to-action that tell visitors exactly what to do next, e.g., "Book Your Free Consultation".
- Fast load times (under 3 seconds), so no one bounces while the homepage even loads.
- Simple contact forms that ask for very basic information (don't grill them).
- Helpful content that answers legal questions from potential clients, e.g., writing articles like "Do I Need a Lawyer for a DUI Charge?"
- Client reviews that show you're the real deal... i.e., a lawyer they can trust.
Bonus points if you add a chatbot for after-hours messages.
A clunky mobile site will drive 61% people, and 40% will run straight to a competitor. So fix your site today before it reflects badly on your legal career.
Learn how to create a strong law firm website design to convert prospective clients.
This Is Your "Get More Clients" Hack for 2025
Partner with Grow Law today. Law firms see a massive 88% median revenue boost in Year 1 alone.
Contact Us Today
4. Use SEO to Drive Client Growth
Presenting the goose that lays the golden egg... SEO (search engine optimization)!
Roughly 90% of people never click past page 1 on Google. Seriously, go ahead and bury your dirtiest secret on page 2.
You'll command 54.4% of all clicks if you get your law firm to the top 3 spots on page 1.
But SEO isn’t just about shoving keywords like "estate planning lawyer" onto your homepage 2,000 times. It’s about building trust, authority, and long-term visibility. Let’s break it down:
On-Site SEO
This is everything you control on your own website, like:
- Fast load times and mobile responsiveness
- SEO-friendly meta tags, titles, and headers
- Easy-to-use navigation and internal linking
- Optimized images and technical structure
- Educational blog posts and FAQ-style content that answer your clients’ actual questions
Make your site easy to navigate, helpful, and relevant. Google will rank it higher, and clients will trust it more.
Off-Site SEO
This is how Google measures your authority across the web:
- Earning backlinks from trusted, relevant websites
- Managing your online reviews and reputation
- Sharing useful legal content across social channels
- Engaging with local media and niche blogs
Local SEO
Most of your clients live nearby, so target them.
- Add your city/region to key phrases (e.g., “DUI lawyer in Dallas”)
- Claim and optimize your Google Business Profile
- Keep your Name, Address, and Phone (NAP) identical across all directories
- Ask happy clients to leave reviews
- Create content focused on local laws or headlines
Swear by these SEO efforts on how to get clients as a lawyer, and you'll do three things: Climb the rankings ladder, attract clients, and sleep so much better at night.
2025 Edition
How to Get More Clients for a Law Firm
5. PPC Is a Great Way to Get More Attorney Clients
SEO is a slow burn.... it takes about 3 to 6 months for the initial results to kick in.
But if you want leads this week, pay-per-click (PPC) ads are your fast pass to the top of Google.
With PPC, you’re bidding on high-intent keywords like “car accident lawyer near me” or “divorce attorney free consultation.” When someone Googles it, boom, your firm shows up first!
Yes, PPC costs money. And yes, legal keywords are some of the most expensive out there (as high as $100+ per click). But if that click turns into a $25,000 case... kaching!
Here’s how to attract potential clients using PPC:
- Target high-intent search terms around legal issues (think “hire a DUI lawyer,” not “what is a DUI”)
- Write ads that directly address their fears, questions, or urgency
- Send them to a clean, convincing landing page
- Run location-based ads to attract nearby leads
- Use retargeting to bring back lost visitors
- Monitor your cost per lead and trim what doesn’t convert
Do this right and your PPC can deliver a strong online presence and a pipeline full of leads.
As you read this post on law firm marketing, be sure to watch the insightful video within. Sasha Berson, a legal marketing expert, reveals why page one Google rankings are essential for discovery by prospective clients. You'll also learn how to craft an irresistible offer that persuades leads to hire you.
Discover how legal directories can boost your firm's visibility. Read the blog now!
6. Write Insightful Content to Find Prospective Law Firm Clients
Guess what people do before calling a lawyer? They Google their fears.
- “Will I go to jail for a first DUI?”
- “Can I sue my employer for firing me while pregnant?”
- “Will I lose custody if I miss a court date?"
If your website doesn’t address these client expectations, you’re losing them to a lawyer who does.
Content marketing helps you get found by directly addressing these fears. In fact, 74% of marketers say it boosts engagement and leads.
Here’s how to improve your content marketing efforts as a lawyer:
- Write blog posts that answer real client questions
- Create short, visually appealing videos that break down legal concepts
- Create downloadable checklists, FAQs, or “what to expect” guides (and collect their emails in exchange)
One valuable, well-written post a month beats five forgettable ones.
Pro Tip: Align your content with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). This is a major rankings boost!
Learn how email marketing for lawyers can elevate your law firm’s growth!
Achieve a 400% Return on Your Marketing Investment
Grow Law helps ambitious legal professionals (like you!) grow faster with marketing that pays for itself.
Book a Free Consultation Today
7. Legal Directories Are a Good Source for New Law Firm Clients
A LOT of lawyers dismiss legal directories... do not make that mistake!
Online legal directories are like a cheat code. They are one of the easiest ways to boost your visibility.
Sites like Avvo, FindLaw, and Martindale-Hubbell already rank well on Google, which means if you're listed there, you rank well, too. Crafty, right?
These platforms act as trusted third-party validators. They send high-authority backlinks to your website (which helps SEO), showcase your reviews (which builds trust), and make it easy for potential clients to contact you directly.
How do you make online legal directories work for you?
- Add a compelling bio
- List all relevant practice areas
- Include credentials and awards
- Upload a professional photo
- Showcase client testimonials
- Make sure your NAP (Name, Address, Phone) is 100% consistent across every platform
It’s low-effort, high-reward visibility. Don’t leave that kind of digital real estate on the table.
8. Advertise Your Legal Services to Clients on Social Media
Did you know: 5.41 billion people are on social media (that's nearly 64% of the world!).
Odds are, your next 100 clients are there right now.
Sure, you won’t close a $10,000 case just because someone liked your reel. But leveraging social media amplifies your brand, content, and credibility. A “follow” today could turn into a paying client tomorrow.
Facebook offers massive reach (3.07 billion users), while LinkedIn is a goldmine for B2B and corporate law practices.
Show up where your ideal clients are and give them value. And if you don’t know what to post, try:
- Repurposing your blog content
- Answering common legal FAQs
- Ethically sharing recent wins or case results
Consistency is what builds trust, and trust is what converts.
9. Email Marketing Can Get Lawyer Clients
Yes, email is still kicking butt in 2025.
For every $1 you spend on email marketing, you get about $42 back. Crazy, right?
But this is not surprising, considering 99% of email users check their inbox every single day, with some checking it up to 100 times a day.
For lawyers, email is your silent, consistent closer. It’s perfect for:
- Nurturing leads who aren’t ready yet
- Staying top of mind with past clients
- Gently reminding folks you exist (and you’re brilliant)
Start with a simple newsletter. Drop legal updates, bust a myth, or share a quick “Did you know?” tip. But just remember: no one wants to be sold to in their inbox.
Educate. Entertain. Then convert.
10. Leverage Reputation Management
In 2025, your reputation lives online.
A one-star review could make a potential client second-guess you. And then decide you're not worth the risk, and you lose new business.
82% of legal consumers read reviews before reaching out. 53% of those won't choose you if you don't have (at least) a four-star rating.
Reputation management is key when figuring out how to get clients as a lawyer.
Start by asking happy clients to leave honest Google reviews. Respond to all reviews (yes, even the ones that go, "this lawyer sucks."
Want the full breakdown? Read our step-by-step guide on Reputation Management for Lawyers to build your client pipeline (one review at a time).
Your Revenue is at Risk... Don't Neglect Your Marketing
Legal clients saw an explosive 900%+ increase in qualified leads with Grow Law. Join in the success!
Book a Free Consultation Today
11. Create a Referral Program
Good clients are like good gossip. If they like you, they'll spread the word.
62% of people get lawyer recommendations from a friend, colleague, or family member.
Plus, referrals are one of the highest-converting lead sources out there because trust is already built in.
Make it easy for referrals to roll in:
- Send handwritten thank-you cards or small gifts to past clients who refer. People remember thoughtful touches.
- Stay in touch with a quarterly email update, or even a “Happy New Year” card that keeps your name top-of-mind.
- Team up with other professionals like real estate agents (for estate planning lawyers), bail bondsmen (for criminal defense attorneys), or therapists (for family law cases).
- Offer a referral incentive (where ethically allowed), even if it’s just a sincere thank-you and spotlight on your website.
Start building on these robust lead generation efforts... and they will pay you back.
12. Networking
Want more clients? Put yourself in the room!
70% of the time, networking could unlock new clients for your legal practice.
And if you're not sure where to start, it's easier than you think:
- Reconnect with law school peers: They may have overflow cases or referrals.
- Attend bar association events: Local or niche, they’re full of referral opportunities.
- Speak at panels or legal seminars: This is an instant authority boost and builds new contacts.
- Join professional organizations or industry groups: Great for B2B or corporate practice areas.
- Collaborate with adjacent professionals: Accountants, realtors, and therapists are referral gold.
Pro tip: Don’t sell. Show up with value and share your insights for free.
And hey, the next time someone says, “Know a good lawyer?”, your name will be the first one they hear.
13. Write a Book to Attract More Clients to Your Law Firm
You don't have to hit the New York Times Bestseller list to have a successful book.
Just having a book that pops up online when people look you up adds to your street cred!
A well-written book shows potential clients (and referral partners) that you know your stuff. It makes you memorable and referable.
And no, you don’t need a year off to write it! Start small:
- Outline FAQs or myths in your practice area
- Write for 30 focused minutes a day
- Repurpose chapters into blog posts, videos, or email content
- Hire a ghostwriter if you're pressed for time
Remember, we're not aiming for virality here; it's all about credibility.
As Steve Gordon, founder of Million Dollar Author, puts it:
Steve Gordon's Secrets to Generating More Leads with a Book in the Podcast Series
In this episode, Steve Gordon shares how writing a book can become your best lead-generation tool. He explains how to structure it as a helpful guide, write efficiently with an outline, and turn your book into high-impact marketing content across blogs, videos, podcasts, and more.
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Steve Gordon
Founder of Million Dollar Author
Steve Gordon is an accomplished entrepreneur who achieved the position of CEO at the age of 28. Over the past two decades, he has dedicated his expertise to mastering the art of selling high-value services.
As the editor of four highly regarded business newsletters, Steve's insights reach a global audience of CEOs, professionals, entrepreneurs, and sales experts. He provides consultancy services to companies spanning 30 industries, all of which specialize in selling premium products and services within trustworthy selling environments.
As the founder of The Unstoppable CEO, he also hosts a popular podcast. He has authored four bestselling books, including "Podcast Prospecting," "Unstoppable Referrals," "Exponential Network Strategy," and "The Follow-Up Formula."
Fix These Mistakes to Get More Law Firm Leads
You might have a solid strategy on paper, but if you’re making these common mistakes, you’re leaving clients (and money) on the table. Let’s fix that.
1. Vague or Poorly Executed Strategy
A weak plan is worse than no plan at all. Want to know how to get more clients as a lawyer? Start by building a focused, measurable strategy tailored to your goals and ideal audience. Then track what’s working and fix what’s not.
2. Barely Any Reviews
If you don’t have recent, positive reviews, you’re losing trust before the first call. Ask happy clients for feedback, especially after a win. But use good judgment; if the relationship was bumpy, skip the ask.
3. Slow to Respond
Your intake response time is everything. Leads go cold fast, especially if they reach out after hours. Use automated email or chatbot replies to instantly acknowledge inquiries, then follow up personally.
4. No Lead Tracking
You can’t fix what you’re not measuring. Get familiar with how many leads you’re pulling in each week, how they found you, and what percentage convert into clients. Tools like CRM dashboards or intake software can help you spot what’s working.
5. Overcomplicating Contact Forms
Don’t scare leads off with a 20-question form. Only ask for what’s necessary:
- Name
- Phone
- Optional case details
That’s it. Make it fast and frictionless, and pretty soon you'll be signing loyal clients left and right.
Next Step: Flood Your Client Pipeline with the Experts
Getting clients on your own is a stressful, risky journey.
Partner with Grow Law today.
With over 80+ years of combined experience, we've delivered transformational results for law firms across the U.S. Our ROI-first law firm SEO, PPC, and web design services routinely deliver:
- Up to 1,018% more qualified leads
- Up to 800% ROI on your marketing
- Real visibility that fills your calendar, month after month
- Radical transparency into every dollar spent and what it pays you back
- 100% ownership of all your assets (you own everything!)
The phone won’t ring by itself.
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Compare your law firm's performance to Local competitors with our instant assessment tool
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Compare My Firm
Compare Your Practice Instantly
Stay Ahead of the Competition!
Compare your law firm's performance to Local competitors with our instant assessment tool
Get a clear picture of your firm's performance
Boost your online presence
Compare My Firm
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