No one likes waiting for the phone to ring. Especially if you’re an attorney who depends on new leads to grow your business, passive sources—like client referrals—aren’t reliable and can make you desperate to get more prospects.

Taking a proactive, strategic approach to lead generation is the best way to keep your Rolodex full of potential clients and not have to worry about when you’ll get your next client. How much better would it feel to have a repeatable system that brought you new leads every month?

In this guide, I cover the fundamentals of legal lead generation, how to appeal to prospects at every stage of the buyer’s journey, and what strategies to use to generate more leads.

What is the “Legal Lead Funnel”?

If you’ve been marketing your legal practice for a minute, you’ve likely heard of “sales funnels” or the “customer journey.” These aren’t specific to the legal industry but can be applied to any business that wants to attract new prospects and customers. 

The Legal Lead Funnel, then, applies these same principles to law firm lead generation. That is, how a law firm garners interest at every stage of the customer journey: Awareness, Interest, Decision, and Action.

Awareness

This Awareness stage is where potential clients may be casually or actively searching for legal services but have yet to encounter your business. This step in the funnel is all about getting prospects to notice your firm, often by learning more about Law Firm SEO or applying paid marketing. 

Interest

Once you’ve gotten a potential client’s attention, the next step is maintaining their Interest. This may be done by providing valuable content on your website, answering their questions on social media, or posting engaging video content, for example. 

Decision

At the Decision stage, prospective clients have gathered information about your practice and are weighing their options. They might be comparing you to your competitors. Stellar client reviews and case studies can help convince them that your firm is the best choice.

Action

This is where a prospective client decides to take action, whether by scheduling a consultation, calling you on the phone, filling out a form, etc. If successful, this results in a new client. Other times, it may require some follow-up to provide the prospect with additional information, rates, terms, etc. 

Most Effective Attorney Lead Generation Strategies

Why wait for clients to come to you when you could implement a system to generate new leads on a regular basis? With these strategies, you’ll have a more sustainable model for attracting new leads without settling for the feast or famine cycle. 

1. Implement local SEO

Search Engine Optimization (SEO) is one of the most effective methods for attracting new legal clients. With just a few updates, your website could drive more traffic and leads for months (or even years).

The logic is this: Most people use Google to search for legal services (“lawyer near me”, “PI attorney New Jersey”, etc.). If you optimize your website for the search terms you want to get found for, you could attract a new client every time someone does a search… assuming you rank well for those keywords!

Ranking high for your target keywords in the key. To do that, there are a few steps you need to take:

1. Conduct keyword research. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to identify relevant keywords that align with your services, location, and target audience. 
2. Optimize your website content. Update your web page titles, meta descriptions, headers, and body text to incorporate your target keywords. Make sure your content is interesting, helpful, and accurate.
3. Improve your technical SEO. Optimize your website loading speed for better user experience. You can do this by compressing images, minifying CSS and JavaScript, and leveraging browser caching.
4. Use a mobile-friendly design. If not done so already, use a responsive and mobile-friendly design. Google prioritizes mobile-first indexing, so optimizing for mobile devices is essential for search engine ranking.
5. Link to internal pages. Add links to relevant pages within your website to improve user navigation. Internal links help Google understand the structure of your site and the relevance of different pages.
6. Monitor site performance. Use tools like Google Search Console to track your keyword rankings, traffic, and user engagement. You can then adjust your strategies to improve performance, such as by targeting different keywords or updating your page titles.

If you plan to DIY your SEO, I recommend checking out this previous article on how to optimize your law firm website for more traffic. 

"Investing in local SEO was a game-changer for our practice. Once we optimized our website and started ranking for key search terms, we saw a steady increase in new client inquiries. It took some effort, but the long-term benefits have been tremendous." - Doug Zanes, Zanes Law Injury Lawyers

2. Run PPC ads

SEO is considered an “organic” strategy in that you aren’t paying directly for new traffic or leads (even if you’ve hired an SEO agency, you aren’t paying directly for the traffic). On the other side of things, there’s paid marketing, which often involves running ads where you pay a cost for each click to your website – i.e. Pay-Per-Click (PPC).

One type of PPC advertising is Google Ads. This is where you run ads, targeting certain keywords, to show up above the organic search results. This can be effective if you are in a highly competitive niche or you just can’t seem to outrank the organic results.

For law firms, there are a few tips to follow when running Google Ads:

• Determine a reasonable budget based on your advertising goals, competition, and expected return on investment (ROI). 
• Use highly relevant keywords related to your practice area and location, such as "Seattle divorce lawyer," "personal injury attorney NY," or "Boston criminal defense lawyer."
• Write clear and persuasive ad copy that catches users’ attention. Highlight your firm's experience, unique selling points, and/or success stories.
• Include a strong call-to-action (CTA) to encourage users to click on your ad, such as “Free Consultation” or “Speak to an attorney now”.
• Take advantage of ad extensions like sitelinks, callouts, location extensions, and call extensions to increase the visibility of your ads. These can also improve click-through rates and drive more leads.
• Optimize your landing pages. Make sure your landing pages are well-designed and match the ad's messaging. Include a clear pathway for users to contact your firm, such as a “Contact Us” button or putting your phone number front and center.
• Monitor your ad spend regularly. Adjust your budget and bidding strategies to optimize performance and maximize ROI.
• A/B test different ad headlines, calls to action, and targeting strategies to identify what resonates best with your audience and drives the highest ROI.
• Make sure that your ads comply with legal advertising regulations and guidelines. Avoid making misleading or exaggerated claims, as this can get you dinged by ad platforms.

Other types of PPC advertising platforms include Meta Ads, Bing Ads, and YouTube Ads. Each has its own requirements, performance factors, and strategies. I recommend researching best practices for each platform before running your own ads. Otherwise, hiring an ads professional is often the best way to ensure your investment is put to good use and returns tangible results. 

"Running PPC ads on Google has been incredibly effective for my practice. By targeting specific keywords and crafting compelling ad copy, we’ve been able to attract high-quality leads who are actively searching for legal services." - Andrew Kessler, The Schiller Kessler Group 

3. Develop a referral network

Rather than relying on referrals from past clients (though, those are always great), you can often see better, faster results by actively growing a referral network. This involves building connections with other professionals, law firms, etc. to send interested clients your way.

One way to do this is to network on LinkedIn. You can reach out to other legal professionals or other types of business owners to foster a mutually beneficial relationship. 

For example, as a real estate attorney, you could partner with accountants who often have clients that need help protecting their properties and investments. Likewise, you can refer your clients who may need help filing their taxes filing the acquisition of a new property.

Another way to grow your referral network is through Facebook Groups and message boards. People often post questions, sometimes legal-related, and answering these questions can help you build trust with other members and business owners. If anyone has a friend or family member who needs legal services, you will be top of mind. 

4. Share thought leadership content

Trust is one of the most important factors when a prospect is considering hiring a lawyer. They want to be able to trust that you will help their case, be a strong advocate for interests, and put their investment to good use.

There are many ways to build trust with your audience long before they decide to work with you. The main way is to demonstrate thought leadership through valuable, insightful content.

The average person may have limited knowledge about how to solve their legal problems, find support, exercise their rights, or navigate the legal system. As an attorney, you are well-positioned to provide value by answering questions, sharing resources, posting case studies, etc.

For example, here are a few content prompts that may help you demonstrate thought leadership:

• ‘A legal “life hack” I swear by is…”
• “What this legal triumph taught me about..."
• "Navigating legal terrain can be daunting, but here's what [topic] means for you..."
• “Ask the Expert: What questions do you have about [legal topic]?”
• “Join me for a workshop on [legal topic] and empower yourself with knowledge…”
• “Let's talk about [controversial legal topic]...”
• “Reflecting on an ethical dilemma I faced and the lessons learned…”
• “How our firm's community involvement initiatives are making a real difference…”
• “The values that drive my firm's success…”
• “Test your legal knowledge: [ask a question]”

There are so many creative content ideas to explore. Often, you will get more ideas just from fielding questions from your target audience. By posting thought leadership content, you can build trust with potential clients and keep your firm top of mind.

"Consistently sharing thought leadership content has helped establish our firm as a trusted authority in our field. We focus on providing valuable insights and answering common legal questions, which has significantly increased our online visibility and client inquiries." - Bob Goldwater, Motor Cycle Accident Lawyer

5. Create an enticing lead magnet

People love freebies, especially when they are jam-packed full of helpful info, resources, and tips. Lead magnets – materials you give out for free in exchange for a user’s email address – are great for drawing in more legal clients.

Now, you may be thinking, “What could people possibly want to know about legal practices?”. I would say, A lot. The legal industry can be a bit of a black box for people who aren’t on the “inside”, and Google is not always a reliable source of info.

As a legal professional, you studied the law and have firsthand knowledge on what matters, what strategies are effective, how people can learn their rights, etc. You probably have more value to share that you realize!

A free lead magnet could take the form of:

• A webinar series talking about navigating the stress and legal struggles of divorce
• An ebook talking about things to consider when purchasing your first investment property
• A checklist on how to get your will and estate in order before retirement
• An exclusive interview with a leading legal expert
• An email “course” on learning your rights after a DUI charge
• Downloadable contract templates for small businesses
• Access to a private Facebook group, “The Law for Beginners”

What matters most for your lead magnet is that you capture users’ information before they get access to the resource. This is usually done via a form on your website or on social media. You can then deliver the resource via email or text, depending on the user’s preferences.

These subscribers may not turn into leads right away, but valuable content does help build trust and makes it more likely that they’ll refer someone if they’re ever looking for legal services. You can continue to engage this email list with an ongoing newsletter, sharing insights directly to their inbox.

6. Grow your email list

Similarly, growing an email list can help you nurture new or soon-to-be leads with interesting and valuable content. You can grow your list via lead magnets or by including a call to action on your website. 

Previously in National Law Review, I shared several email marketing examples law firms can follow to engage and land more clients. I’d check that out for some ideas!

Your email list is one of the assets you actually own, as you’re not reliant on a social media or website platform. This means you can re-engage your list for years, nurturing a trustworthy audience and, of course, prospective leads.

Tools like Flodesk and ConvertKit are great for designing visually-appealing email templates, tracking open rates, and scheduling campaigns. This removes much of the manual work of creating and sending emails. 

7. Optimize your social media accounts

You’re familiar with social media platforms like Instagram, Facebook, LinkedIn, and X, but are you using these platforms to their full advantage? There are a few ways to get better results – that is, more leads – with social media.

Follow these tips for more reach on social media:

• Include descriptors and/or keywords in your profile headlines. For example, you aren’t just “Todd Johnson - attorney”, but “Todd Johnson: Personal Injury Lawyer Specializing in Complex Cases”. Or, “Susan Smith: Passionate Custody Attorney Serving Single Parents”. 
• Write a concise and compelling bio that clearly conveys who you are, what you do, and who you serve. Don’t be afraid to be witty, friendly, funny, or creative.
• Completely fill out your contact information, website URL, other social media handles, article links, and other relevant details. This ensures that visitors have all the necessary information about your business and how to reach you.
• Add high-quality photos. This should include a professional headshot, a well-designed cover or background photo, and branded social media graphics.
• Use relevant hashtags (e.g. #lawyer, #legalquestions, #faq, #divorcelaw) to increase your visibility on X, Instagram, and LinkedIn. 
• Engage with other profiles. This matters especially on LinkedIn and Instagram, where your interactions with other accounts can increase your visibility. Like, comment, and share posts from other creators. 
• Include a call-to-action in your bio or pinned posts to encourage visitors to take action. You can even include a call-to-action in your cover image, like “Reach me at [email address]” or “Book a free consultation by calling [phone number]”.

“Optimizing” your social media profiles doesn’t necessarily mean posting every day, several times per day. At the very least, your profile should be aesthetically pleasing and informative so it is super easy for people to know what you do and how to contact you. Then, you can start focusing on posting helpful, interesting content. 

8. Hire a lead generation service

In the legal industry, “buying leads” is often a hot topic. Is it “safe” to buy leads? Are lead generation agencies legit? The answer is: it depends.

Some lead generation companies – one’s that effectively vet their leads, use ethical marketing practices, and offer a transparent fee structure – can be reliable sources of new leads. Other agencies, which employ shady practices or don’t disclose the sources of their leads, can be a waste of money.

When hiring a lead generation service, do your research. Look for real, authentic customer reviews. Ask about how they find their leads and whether the users consent to having their information collected. Ask them about their fee structure and how they demonstrate ROI.

Not all lead generation companies are evil, but there are many spammy companies out there. Hiring an agency can be a great source of new legal leads if they are honest about their practices and can provide a tangible return on your investment. 

9. Attend online and in-person events

Attending online and in-person events is another way to bump (literal or virtual) elbows with other professionals or potential clients. Some ideas include local networking events, legal conferences, online webinars, online interviews, or being a guest speaker or contributor.

The goal here should be to both gain knowledge and nurture genuine relationships. If you are just going there to pitch yourself, this can deter real connections and potential clients. The best approach is to be authentic, helpful, and friendly, and then follow up after the event.

Of course, having your business card handy is always a good idea. Exchange information and set plans to meet up again. A new connection might not immediately result in a new client, but could become a new friend, and even turn into a source of referrals for years to come.

10. Elevate your branding

Does your current branding leave much to be desired? Maybe it’s stuffy, outdated, or not professionally designed. If you look like every other law firm, you’ll blend in with every other law firm.

Stand-out, professional branding can help you get noticed. It will also make you memorable. A unique logo, with established colors and typography, and an updated website will help your firm catch the attention of potential clients.

Also, a rebrand is a great way to create more buzz around your business. People may get excited to see your new branding and website. You can even expand your service suite if you’re talking your business to a new level. 

Consider: What message do you want your brand to communicate to potential clients? What does your law firm stand for? What is your brand’s personality? How can the visual identity of your brand match this mission?

A professional branding designer can help you capture this vision and design creative assets for your new brand. Then, you will have a wealth of materials you can use on your website, social media, printed materials, ads, and emails.

Attract New Legal Leads the Right Way

The right way to attract more legal leads is to take a proactive approach. Waiting around for prospects to find and contact you is not sustainable, as it relies on too many outside factors to keep leads coming in. With the strategies above, you can develop a lead generation plan that actively attracts new leads every month.

What strategies haven’t you tried to get more leads? It might be time to get creative, try out different approaches, elevate your brand, and implement a sustainable lead gen system!