Proven Lead Generation Strategies for Law Firms


In marketing parlance, a “lead” is an individual who has expressed interest in a service or product that you offer. For example, if a person calls your law firm after a car accident looking for someone to represent him or her, that person can be called a lead. In the world of digital marketing, lead generation is the process of attracting people who need your services to your firm’s website or other online presence with the goal of converting them into a paying client.

For lawyers, it can be difficult to think in these terms, as the practice of law is much different than the business of law – not to mention the fact that just a few short decades ago law firms were barred from advertising at all. The reality is that the legal market is extraordinarily competitive, and every day, you are fighting for the same potential clients (leads) that your competitors are seeking to get. Here are 5 proven lead generation strategies for law firms.

Search Engine Optimization (SEO)

Search engine optimization is the process of building and updating a site in a way that improves a site’s position in the search engine results pages (SERPs) for certain queries. It involves a variety of factors, including content, site structure, metadata, image optimization, and backlinks, which are links from other sites that point to yours. It takes time to see the results of SEO efforts, but getting to the top of the search results for the keywords most relevant to your practice can be extraordinarily lucrative, as the number one position gets a full third of the traffic for a given query.

Pay-Per-Click (PPC) Advertising

Pay-per-click advertising is an excellent way to bypass the organic results and shoot to the top of the SERPs for search phrases relevant to your legal practice. The Google Ads platform is sophisticated, and allows you to target certain keywords with pinpoint accuracy or let the algorithm determine whether a particular query should trigger your ad. As the name implies, you only pay for ads when people click, so it’s important to optimize your PPC campaign so that it is only showing for searches where people are actually seeking your services.

Content Marketing

Content marketing involves the creation of original content that provides value and is of interest to people who are looking for your services. Content marketing can take the form of blogging, videos, white papers, e-books, and any other format you can think of. Effective content marketing allows you to connect with your potential clients and establish yourself as an authority in a given area of law. When done correctly, content marketing can overlap with your other digital marketing efforts; for example, creating quality content naturally result in backlinks (which affect SEO) and provide you with content to share on social media (highlighted below).

Social Media Marketing

Social media marketing is the process of sharing content on various social media platforms and interacting with users in order to generate new leads. The social media platforms on which you can market your law firm include Facebook, LinkedIn, Twitter, Instagram, and any others where your potential clients may be hanging. For example, sharing a new blog post on social media and asking your followers to share it can get it in front of thousands of people who would never otherwise find themselves on your website to read it. In addition, engaging with people who comment on your post or share it can help turn leads into paying clients.

Email Marketing

Email marketing is a great way to communicate with potential clients and generate leads because it allows you to target people directly. It can help keep your firm top of mind, so when the time comes, people think to call you instead of your competitors. You can build an email list by asking them for their information when they visit your site or requiring an email address to obtain a downloadable asset like an e-book or how-to guide.

Your Search for a Law Firm Marketing Agency Ends Here

If you are on this site, there is a good chance that you are looking for a law firm marketing agency to help you grow your firm. We have some good news; your search is over. Gorilla Webtactics is a full-service law firm marketing agency that provides comprehensive digital marketing solutions, including law firm website design, attorney pay-per-click (PPC) management, search engine optimization (SEO) for law firms, text and email automation, and more. To speak with a law firm marketing expert, call us today at (612) 470-9877 or contact us online.