Attracting new clients is essential for any attorney hoping to build a successful legal practice. However, traditional advertising like TV commercials, billboards, and print ads can be extremely expensive—in fact, small law firms can spend as much as 10% of their revenue on advertising. Not every lawyer has the budget for a massive advertising campaign. Fortunately, there are many creative ways attorneys can attract clients without relying solely on paid advertising. By implementing some smart marketing tactics, lawyers can organically grow their client base.
Focus on Local SEO for Lawyers
One of the most effective ways for attorneys to get their name in front of potential clients is to focus on local SEO for lawyers. SEO stands for “search engine optimization” – in other words, strategies to get your website to rank higher in search engines like Google. 32% of people search for lawyers online, so having a website that ranks well locally is critical.
This is especially true in the United States, which has the most lawyers per capita globally. With approximately 1 lawyer for every 248 residents, competition is fierce. Ranking on the first page of Google gives attorneys a huge advantage in reaching prospective clients.
There are many local SEO tactics lawyers can use, such as optimizing their website for relevant keywords, building backlinks from other legal websites, and updating their Google My Business listing. By appearing on the first page of Google for terms like “personal injury lawyer Austin” or “slip and fall attorney Philadelphia”, attorneys can capture web traffic from local searches without paying for ads. Investing time and effort into local SEO for lawyers is well worth it to attract clients organically.
Network within the Local Legal Community
Another great way for lawyers to find clients is by building connections within their local professional legal community. This includes networking with other attorneys, legal aid organizations, courts, and more.
For example, an attorney could join and regularly attend meetings of their local bar association. This allows lawyers to build relationships with other legal professionals who may refer clients to them. Speaking at local law schools or legal conferences also raises an attorney’s visibility. Pro bono work for legal aid clinics enables lawyers to do good for the community while meeting potential clients in need.
Judges and court clerks are also excellent networking contacts. Being friendly and professional with court staff can lead to insider tips and referrals. Simply getting involved and making connections within the local legal sphere can gradually attract clients through word-of-mouth.
Provide Free Legal Resources
One of the best ways attorneys can demonstrate their expertise and build trust with potential clients is to freely share legal resources. This includes things like legal blog writing about common issues clients face, hosting educational workshops or seminars, and publishing videos.
For example, a family law attorney could publish a blog series on topics like “The Divorce Process in 7 Steps”. An immigration lawyer could create YouTube videos answering frequently asked questions about green cards and visas. Providing this type of helpful legal content shows prospects that the attorney genuinely cares about educating people.
And importantly, the content should focus on issues relevant to the lawyer’s target demographic. Personal injury lawyers should stick to personal injury topics, while business attorneys should cover business law issues. Useful, targeted legal resources published online can drive website traffic and lead to free consultations down the road.
Cultivate Referral Partnerships
Referrals from other professionals can become an attorney’s greatest source of new clients. Lawyers should actively cultivate partnerships with professionals who can refer clients, like financial advisors, therapists, real estate agents, and more.
For example, an estate planning attorney could partner with local financial advisors. The attorney gives talks at seminars hosted by the advisors to establish expertise in wills and trusts. In return, the advisors recommend the attorney when clients need estate planning services.
Lawyers can also send periodic referral emails, newsletters, or lunch invites to thank referral partners and remind them of their services. Nurturing strong referral relationships leads to a steady stream of qualified, pre-vetted clients over time.
Guest Post on Legal Blogs
Here’s a tip that incorporates both networking and content marketing – guest posting on legal blogs. There are many law blogs related to criminal defense, personal injury, family law, and other legal fields. Reach out to the blog owner and offer to write a guest article covering one of your legal specialties.
This is a great way to provide value to another site while expanding your professional visibility. Include a short bio with contact info and a link back to your website. Now you can attract website traffic from an entirely new (but relevant) audience. Guest blogging serves as a creative method for lawyers to pick up new clients organically.
Leverage Social Media
While less prominent than SEO and referrals, social media platforms like Facebook and X offer another avenue for lawyers to attract clients. The key is to build an audience interested in legal topics by sharing helpful information and resources.
For example, an attorney can answer common legal questions on Facebook or post articles about issues like trademark law on LinkedIn. This establishes expertise while providing value to followers.
Social platforms build awareness about a lawyer’s services and credentials. And many clients appreciate when attorneys have an active social media presence. Leveraging social media is another creative method for attorneys to organically reach and attract new clients.
Provide Excellent Service and Value
At the end of the day, nothing attracts new clients more powerfully than a track record of satisfied existing clients. Lawyers who go above and beyond to deliver excellent service and value will naturally gain referrals and repeat business.
There are many ways attorneys can wow clients, including:
- Being highly responsive via phone, email, and text
- Explaining legal issues in simple terms
- Meeting deadlines and following up in a timely manner
- Avoiding surprise fees and bills
- Making themselves available after hours if needed
- Going the extra mile on cases
Exceeding client expectations at every turn not only leads to happier clients – it leads to new clients as happy customers refer friends and family. Satisfied clients are an attorney’s best advertising.
Growing a law practice does not rely on expensive print, TV, and radio advertising alone. Savvy lawyers can attract plenty of clients through smart organic marketing strategies, networking and referrals, and delivering amazing legal services.
With so many creative tactics at your disposal, it’s entirely possible to build a successful legal practice without any sort of traditional advertising at all. The most powerful client magnet is still an attorney’s reputation and results.
Let Us Help You Attract Clients
Creating compelling web content, optimizing for local SEO for lawyers, and building relationships can all attract new clients organically. But lawyers are busy professionals who may struggle to find time for blogging and outreach.
That’s where a professional legal content writing service like We Write Law Blogs can help. Our experienced legal blog writers create optimized, engaging content targeted to your practice areas and local market. We can even manage your blog and free up your time to focus on clients.
If you need assistance with legal blog writing to attract new clients, contact the experts at We Write Law Blogs today! Our law blog writing services allow you to leverage content marketing and local SEO without lifting a finger. Let us handle the writing while you handle the lawyering. Our team is here to generate client-attracting legal blog content that delivers results.
