How to Leverage the Web to Attract a Steady Flow of Legal Leads

May 25 2024
Handshake after good cooperation greeting Having meeting with team at law firm Consultation between a female lawyer and businessman customer tax and the company of real estate concept

Over 50% of marketers spend at least half their marketing budgets on lead generation strategies. However, 73% of potential clients aren’t ready to make a decision when they first interact with your firm. Without a strong lead generation strategy, you could struggle to attract legal clients. 

Here are a few effective strategies you can use to attract legal leads this year. With these tips, you can stand apart from competitors to book more clients.

Grow with law firm marketing today!

Update Your Website

Your law firm’s website is the cornerstone of your online presence. Without one, legal clients will struggle to learn about your firm and legal services. They might struggle to contact you, costing you potential leads. 

Invest in web design and development services this year. Work with an agency that can design your site with lead generation in mind. Your website should be:

  • Modernized
  • Fast
  • Secure
  • Mobile-friendly
  • User-friendly

To improve your search engine rankings, follow Google’s Core Web Vitals. Improving your rankings on search engine result pages (SERPs) can help you reach new clients. 

Add multiple lead generation strategies to your site, including forms, buttons, and pop-ups. A/B test call-to-action language to determine which CTAs generate the most leads. Position your forms above the fold and near the footer. 

Simplify your forms by only asking for the client’s name and email address or phone number. If the form is too long, they won’t complete it. 

Create Helpful Posts

Demonstrate your experience and expertise as a lawyer by sharing informative, helpful blog posts. When creating content for your website, prioritize quality over quantity.

Start gathering keyword research to determine what questions your clients ask online. Use tools like Answer the Public, Google Trends, and Keyword Planner. Look for long phrases featuring four or more words (long-tail keywords).

Many long-tail keywords are phrased as questions. It’s easier to understand the user’s search intent (their needs) based on long-tail keywords. 

Diversify your content marketing strategy with blog posts, eBooks, polls, and quizzes. Interactive content like polls and quizzes can boost engagement. As people engage with your law firm, they might have an easier time recalling your brand. 

Add a strong call-to-action at the end of each blog post. Link your CTA to a dedicated form to convert those readers into legal leads. 


Search engine optimization (SEO) can improve your organic rankings on search engines. Higher rankings can help you generate website traffic, brand awareness, and leads. SEO for law firms can also give smaller firms a competitive advantage. 

Create blog content based on the keyword research you gathered. Choose one keyword per blog post and place it in the blog post’s:

  • URL
  • Page title
  • Opening and closing paragraphs
  • Body text
  • An H1 header
  • SEO title and meta description
  • Image file name and alt text

Optimizing your branded images can help you appear in Google Image searches. 

The SEO title and meta description will appear on SERPs. Make sure they’re engaging to generate clicks. As your clickthrough rate improves, your rankings could as well. 

For local SEO, optimize your Google Business listing to help potential clients find your firm. 

Design Eye-Catching Ads

Use pay-per-click (PPC) advertising platforms like Google Ads and Facebook Ads to create engaging, eye-catching digital ads. Text ads can appear on SERPs as people search for legal services. Display ads can appear on social media platforms or websites on Google’s search network.

With PPC ads, you’ll pay a fee each time someone clicks on your ad. Legal clients will reach a landing page on your website before turning into a lead. 

You can target potential legal clients based on their age, location, and other demographics. 

If you’re new to PPC advertising, consider working with an agency this year. Their expertise will ensure you don’t run through your budget without generating results. 

Leverage Social Media

Share your blog content, news about your law firm, or information about the industry using social media. Social media marketing will help you engage with your current or future legal clients. Let them learn more about your brand and the services you offer. 

Don’t use social media marketing to sell to your legal clients. Instead, help them grow comfortable with your firm. 

Use LinkedIn to establish yourself as a legal expert. Share your blog posts and engage in discussions to demonstrate your expertise. 

Nurture With Emails

Add a lead magnet to your website (such as an eBook or helpful tool) to generate email subscribers. Segment your email subscriber list to create personalized emails. 

Personalized emails generate six times higher transaction rates than others. Personalization will also show your legal clients you care about their needs. 

Manage Your Reputation

Claim and optimize your Google Business listing to help potential legal clients find your law firm. Ask your recent clients to share their reviews on your profile. Positive reviews can strengthen your brand’s online reputation. 

A strong reputation will encourage future clients to trust your brand in the future. 

Ask your happy clients to tell friends and family members about your firm. Word-of-mouth marketing can help you generate more brand awareness. 

Create Local Service Ads

Google Local Service ads are a form of pay-per-lead ad. They’ll appear at the top of SERPs.

Create compelling ads to encourage potential legal clients to contact your firm.

Review and make adjustments to your campaigns over time to improve your ROI. 

Send Out Press Releases

Send out press releases to share new, exciting developments about your law firm. Let potential legal clients know when you acquire another firm or start offering new services. 

Share your press release on your blog, to your email list, or through social media. 

Hire an Agency

If you’re struggling to use these digital marketing strategies, consider partnering with an agency this year. Working with a law firm marketing agency will ensure you expand your reach online. Gaining more brand visibility can help you attract new legal clients. 

An experienced first can improve your lead generation campaigns. Improving your ROI will help your law firm grow!

Start Generating Legal Leads Today

Don’t let competing law firms steal your clients. Instead, consider using these digital marketing strategies to generate legal leads this year. With these tips, you can improve your ROI and start working on more cases!

Improve your law firm marketing strategy today.

Ready to start marketing? We can help.

Schedule a strategy call today to get started.

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