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9 Lawyer Marketing Strategies To Attract More Clients
by Brett Farmiloe
June 1, 2023
black man and mixed race woman in gray shirts shake hands with lawyer

What is one marketing strategy for lawyers or attorneys that helps attract more clients?

To help lawyers attract more clients, we asked business professionals and attorneys for their winning strategy. From sending a thank you note to investing in local SEO, several tactics may help you gain the attention of your desired clientele. 

Here are nine marketing strategies to help you attract more clients:

  • Send Thank You Notes
  • Create Quality Content
  • Invest In Local Seo
  • Look To Legal Directories
  • Build Authority And Credibility
  • Target Your Niche
  • Add Some Personality
  • Make A Case For Your Law Knowledge
  • Answer Common Legal Questions

business owners who contributed to this article

Send Thank You Notes 

Referrals are one of the top ways attorneys attract new clients. What’s a proven way to increase referrals? Send thank you cards to clients. At the close of a case, lawyers should always take the time to write a handwritten thank you to clients for allowing them to represent their case. No matter the outcome of a case, a thank you note is a nice way to wrap up an engagement and ensure the relationship stays positive. 
- David Wachs, Handwrytten

Create Quality Content 

Blogging about personal injury isn’t always easy. Even finding quality legal blog topics that you organically rank for can be a challenge. An expert needs a process to create high-quality articles for your target audience. Low-quality content won’t rank in organic search results and may drive potential clients away. Put time and effort into creating a detailed strategy to produce quality content, or hire an agency to do this for you! 
- Hunter Garnett, Warren and Simpson 

Invest In Local SEO

An effective marketing activity for lawyers and attorneys is employing a great local SEO strategy. The majority of the time, potential clients are looking up keywords like “personal injury lawyer + location.” To show up on Google for these, you need to invest in Local SEO. That means building local links, writing blogs targeting local keywords, and maintaining your Google My Business profile!
- Court Will, Will & Will

Look To Legal Directories

As an account manager, I am always searching for innovative ways to increase my legal clients’ visibility! One great tactic you can employ is submitting yourself or creating profiles on popular legal directories. Not only is this a great way to generate referral traffic online, but it is also an easy way to build backlinks to your site. The more links you have from local websites, the greater the chance you will have to show up in local packs or on the first page of Google.
- Nikitha Lokareddy, Markitors

Build Authority And Credibility 

One marketing strategy for lawyers or attorneys that helps attract more clients is building authority and credibility. One way to build authority and credibility is to write and publish regular articles on your practice areas. Constantly providing answers to legal questions on your firm’s website, or other sites, will give you credibility. With time, people will recognize you as an expert and trust you well enough to engage your services.
- Nonyerem Ibiam, Law Truly

Target Your Niche 

As a law firm that helps clients with PTSD, we have a niche audience. Hence, maximizing our reach within that demographic is our main objective. One of the most helpful tools is Google Analytics, as it gauges audience behavior and offers demographic data, audience interests, and insight on users’ devices. This understanding provides answers to those greater questions: Who are your followers versus your paying clients, and what is their engagement online? We use Facebook to share valuable or educational information for potential clients highlighting the many ways we contribute to the community via Q and A's. Adding these services through online marketing allows interaction with our demographic and further promotes our firm organically.
- John Berry, Berry Law

Add Some Personality 

I’ve often noticed that marketing for law firms solely focuses on the law itself and forgets that they’re essentially marketing a brand. You must keep the firm’s “personality” at the front of your mind so you can appeal to your audience and stand out from all other law firms that are simply focusing on their specialty. Adding personality is a great strategy because it helps you to build a stronger connection with your audience and give them something to relate to—it humanizes your firm. Of course, you can’t just pick any personality or tone of voice, so do your research into what your audience is looking for from your firm and try to portray that voice in all of your marketing content. 
-Peter Horne, Geoff McDonald and Associates

Make A Case For Your Law Knowledge 

We are in a profession that requires a strong understanding of language and law. When creating the website for their firms, attorneys should use sophisticated language in their copy. They should use their site to communicate that deeper understanding to the general public. Not only will site visitors recognize that the firm seems credible in the area they need help but Google also will also. Google recognizes when websites have high-level content and push those sites toward the top results. And if you’ve ever searched on Google, you know that it’s rare to go to page two of the results. So it is in every law firm’s best interests to make sure their website is in top-SEO shape.  
-Seth Price, Price Benowitz LLP

Answer Common Legal Questions 

Naturally, many people with legal questions head to Google for their initial research. Regularly answering common legal questions in the form of blogs can help to win early leads. Make sure to answer the question (in plain English) as well as highlight the complexity and conditions behind the issue. The complexity and dependencies on the issue help to drive the reader to contact you. Make sure to end with a custom call to action pointing to your contact form or similar.
-John Bertino, The Agency Guy

About the author
Brett Farmiloe
Brett Farmiloe is the Founder & CEO of Terkel, a Q&A site that converts insights from small business owners into high-quality articles for brands. Brett Farmiloe Founder & CEO,
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1165 Herndon Parkway, Suite 100
Herndon, VA 20170

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