Lawyer Lead Generation Made Simple
If you run a law firm, then you’ve likely seen tons of services and “experts” claiming to “sell leads.” And while this may seem appealing (these services are usually cheap, afterall), the results often leave much to be desired. That’s because these services often sell generic leads that are not your ideal clients, and don’t take into account law firm marketing, which is critical to success.
You deserve better. Below, we cover the strategies we use to attract engaged, ready-to-sign leads for law firms. No spammy services needed!
The Fundamentals of Law Firm Lead Generation
Whether you have done lead generation before or are just getting started, it’s important to know the fundamentals. Improve your lead gen strategies or get started for the first time with this guide.
What is a Lead?
A “lead” refers to a prospective client who has expressed an interest in the legal services that your firm offers. This interest can manifest in various ways, such as filling out a contact form on your website, calling your office, responding to an advertisement, or reaching out via social media.
Here are a few more examples of what constitutes a “lead” for your law firm:
- Website contact: This is when a website visitor fills out a contact form or sends you a message via your website.
- Email response: This lead might occur if someone finds your email address via an ad or social media post, or responds to your email newsletter.
- Phone lead: You might generate a new lead over the phone if someone calls the phone number on your website or via your Google Business Profile.
- Social lead: This could be someone who expresses interest in your services by commenting on a social media post or sending you a direct message.
- Referral lead: This is a lead who comes to you via referral by a peer, previous client, or someone else in your network.
What is Attorney Lead Generation?
Attorney lead generation is the process by which law firms or individual attorneys attract potential clients (leads) who may require legal services. The goal of lead generation is to create a pipeline of prospects that can be nurtured and converted into clients.
Law firms often invest in lead generation methods, such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, and participating in legal directories, in order to attract new clients. Managing leads effectively is crucial for the growth and sustainability of a law practice.
See also:
What is Law Firm SEO?
Law Firm PPC
Law Firm Content Marketing
Law Firm Digital Marketing
Benefits of Lead Generation
The obvious benefit of lead generation is that, well, you get more leads! But there are many more benefits to consider.
Better Quality Leads:
With targeted lead generation strategies, you can attract leads that are more likely to be interested in your specific services, improving the quality of incoming prospects.
Wider Market Reach:
Lead generation tactics, especially digital ones, allow you to reach a broader audience beyond your local area, tapping into a larger pool of potential clients.
Enhanced Brand Recognition:
Consistent lead generation efforts help you build your firm's brand, making it more recognizable in your market.
Cost Efficiency:
Many lead generation methods, such as content marketing or SEO, can be more cost-effective compared to traditional advertising, offering a better return on your investment.
Improved Client Engagement:
By engaging with leads through various channels, you can come to better understand your client needs and tailor your services accordingly.
Measurable Results:
Digital lead generation efforts are often accompanied by analytics, allowing you to measure your success and adjust tactics for better results over time.
The Lead Generation Process
So, how does lead generation actually work? Well, it involves more than just reaching out to potential clients (lawyers aren’t allowed to solicit clients anyway). It requires several steps, from first contact to lead qualification to close.
Keep these steps in mind when developing your law firm’s lead generation process.
A new lead makes initial contact
This is the first step in the process. A potential client makes contact with your law firm to learn more about your services. This could be through an online form, phone call, email, or even a direct visit to your office.
The lead is “qualified” according to your requirements
Not every initial contact becomes a lead. Your law firm should have a qualification process to determine if the prospective client actually has a legal issue that matches the services you offer. You might have additional requirements a prospect needs to meet in order to determine whether they are a good fit.
Information is gathered from the new lead
For those that are considered qualified leads, there may be an intake process where more detailed information is gathered. This usually includes the prospect’s contact information, but may also include a conflict check and/or an initial assessment of the case details.
The prospect converts into a new client
The ultimate goal with a lead is to convert them into a paying client. After the lead is qualified as a good fit, the next step is to agree on the representation terms, review costs, and sign the contract.
How to Generate Leads for Your Law Firm
Generating leads for your law firm is a methodical process that requires understanding where your potential clients are and how to connect with them effectively. Here’s a simple guide for how to generate more leads.
Lead Generation in 5 Steps
- Begin by clearly defining who your ideal clients are. Understanding their needs, legal issues they face, and where they seek solutions will guide your lead generation strategy.
- Create content that addresses the common legal questions and concerns of your target audience. This could include blog posts, articles, or guides on specific legal topics relevant to your services.
- Ensure your law firm is listed in prominent legal directories and local business listings. These platforms are often where potential clients start their search for legal advice.
- Utilize platforms like Google Ads or social media advertising to reach potential clients. Target your ads based on the legal services you offer and the characteristics of your ideal client profile.
- Once you have leads, it’s crucial to have a system in place to follow up with them promptly. Whether it’s through email, phone calls, or consultations, timely follow-up can be the difference between a lead and a client.
Want to attract more high-quality leads?
You’re in the right place. At Hennessey Digital, we help law firms and attorneys get more leads and close more clients with effective lead generation services. Learn more about our process and adopt these strategies for your business.
Best Attorney Lead Generation Strategies
SEO
SEO is one of the best methods for attracting more legal leads. To do this, you can optimize your law firm's website with relevant keywords, quality content, and user-friendly design to rank higher in search engine results. This increases visibility to people searching for legal services you offer.
PPC
PPC advertising is a method by which you run paid ads in order to drive clicks (to your website) or phone calls. You can use platforms like Google Ads or Bing to create targeted ad campaigns. As we outline here in an article about Google Ads for law firms, by bidding on keywords related to your legal services, your ads appear in search engine results, driving targeted traffic to your business.
Content Marketing
Prospective clients often turn to websites to find more information about legal services, the legal process, or how to find representation. You can attract more leads by developing and sharing informative content such as blog posts, articles, and videos. This content should address common legal issues and questions, positioning your firm as a knowledgeable authority in your practice area. Check out our tips for Content Writing for Law Firms.
Social Media Marketing
We all know that social media attracts millions (if not billions) of users per day. This makes social a smart channel for generating leads. Especially paid social as part of your for law firm digital advertising strategy. Be sure to engage with potential clients on platforms like LinkedIn, Facebook, and Twitter. Share insightful content, participate in discussions, and use targeted ads to reach a broader audience.
Online Directories
Online directories can be used to generate leads as well. List your firm in legal directories like Avvo, FindLaw, or Martindale-Hubbell. Make sure to create and optimize your free Google Business Profile. These platforms are frequently used by people seeking legal representation. Your directory presence aligns well with your local SEO for law firms strategy.
Referrals
Sometimes the best prospects come to you via referrals. But you don’t have to wait around for referrals to come to you. Work to build relationships with other attorneys and professionals who can refer clients to your firm. Attend networking events, join professional associations, and increase your community involvement to expand your referral network.
Speaking and Webinars
Share your expertise with your audience and other legal professionals. Consider hosting educational webinars or workshops on legal topics relevant to your practice areas. This positions your firm as an expert and can attract people in need of your services. Plus, this is a great way to drive more traffic to your website in general.
Pay-Per-Lead Generation Services for Lawyers
Pay-per-lead generation services are platforms or companies that provide leads to law firms for a fee. Outsourcing your lead generation can be a great way to economize your lead generation process, compared to running your own lead gen campaigns in-house. However, some pay-per-lead services are better than others.
Here are a few examples of pay-per-lead services:
Nolo offers a pay-per-lead service for lawyers through its extensive network of legal websites. You can receive leads on various legal matters based on your practice area and geographic location.
Part of Thomson Reuters, FindLaw provides a lead generation service that includes marketing and client development. They offer targeted lead programs designed to attract potential clients in specific practice areas.
Known for its lawyer directory, Avvo also offers advertising and premium profiles that can help you get leads. Lawyers can receive contacts directly from potential clients through the platform.
Martindale-Hubbell provides leads through its extensive online network, which includes Lawyers.com and martindale.com. They have a pay-per-lead program where attorneys can receive leads filtered by practice area and location.
If you want more clients who are ready to hire you, then you need data-driven, targeted lead generation. At Hennessey Digital, we work with law firms and independent legal professionals to generate more leads through optimized marketing campaigns. Contact us today to learn more.
Work With Us
Knowing that Jason Hennessey and his team do what they do has allowed me to make the moves that I’ve made in my career.”
Law firms that want to dominate the legal market look to Hennessey Digital as their digital marketing and law firm SEO partner to get more quality leads and signed cases.
Frequently Asked Questions
How Do I Create a Lead Generation Process for My Law Firm?
Creating a lead generation process involves identifying ideal clients and their preferred marketing channels, investing in relevant digital marketing strategies for exposure, engaging prospects on platforms like your website or social media, compelling them to take action through calls to action, and adding value, often for free, to begin nurturing a client relationship. You can use a variety of channels, such as SEO, PPC, email, traditional marketing, social media, and referral networking, to reach potential leads.
What is the Best Way to Generate Legal Leads?
There is no single “best” way to generate legal leads, as a channel’s effectiveness depends on whether your target audience is using that channel to find your relevant services. That said, the most common ways to generate leads are through SEO (organic marketing), social media marketing, PPC marketing (such as Google Ads or Facebook Ads), and traditional marketing (such as print ads, bus ads, or billboards). We suggest testing one or two channels, measuring their effectiveness, and tweaking your strategies for better results over time.
How Much Do Lawyers Usually Pay for Leads?
The cost for legal leads can range from $40 to $500 (or more), depending on the practice area, market, competition, and lead gen channel. Leads for smaller niches or markets tend to cost less; more competitive markets tend to cost more. For example, family law leads can cost around $40 per lead whereas workers’ compensation leads can cost around $100 each.
Is There a Way to Get Free Legal Leads?
The only way to get “free” legal leads is by conducting organic marketing on your own, such as optimizing your own website or submitting your information to directories. But, keep in mind, time is money. Often, your time is better spent focusing on client work rather than tinkering with your website or testing ads. That’s why many law firms choose to outsource their lead generation and management to a marketing agency or specialist. For example, we at Hennessey Digital help lawyers create more freedom in their businesses by fully managing their lead generation and marketing campaigns.
