How to Generate Legal Leads: Top 19 Law Firm Marketing Ideas to Get More Legal Leads


It’s a new year! That means it’s the perfect time to try some new law firm marketing ideas. If you’ve been wondering where to get leads for attorneys, we’ve got a ton of things you can try—and it all begins with your attorney website design.

It’s important to try a variety of things when it comes to marketing a law firm. Why? Because every law firm needs legal leads to survive—no matter your location, legal specialty or how long you’ve been serving your community. Without a good flow of new leads for lawyers, bringing in new clients and making money become impossible. We’ve discussed lead generation companies for lawyers, like Avvo and 4LegalLeads, and why these may not be the end-all be-all marketing solution for your law firm.

But, if you create a system that attracts new clients and delivers new leads for lawyers to your law firm like clockwork, that’s a recipe for:

  • More high-paying legal cases
  • Increased revenue for you and your law firm
  • Growth of your law firm

We know why law firms need to generate leads for lawyers, but how can you do it affordably and efficiently? The answer is: professional law firm website design and lawyer SEO. If you’ve ever wondered how to get leads for lawyers or where to get leads for attorneys, follow the steps below to turn your law firm into an attorney lead generation machine.


1. Get More Legal Leads With Professional Attorney Website Design

If you don’t yet have a website (or if it isn’t a professional law firm website design), one of the best things you can do for your law firm is to create one. An attorney website acts as your law firm’s online office—it’s the cornerstone of your online presence and gives potential clients a place to:

  • Learn more about your legal practice
  • Read about the legal services you provide
  • See your service area
  • Get in touch with you about legal services
  • Become a quality legal lead for your law firm

Without a good attorney website design, how are your potential clients going to find your law firm on Google? How will they know where to contact you? They won’t.

Without a website, your law firm might as well not exist at all.

Fill out the form below to get a free quote on professional law firm website design.

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2. Send Out Direct Mailers to Get More Leads for Lawyers

Here’s another lawyer marketing idea that’s stood the test of time: direct mailers. Compared to the chaos that is most email inboxes today, old-school mailboxes are seeing a lot less action, which means your letter or postcard is much more likely to be seen and read by potential clients.

According to the Direct Marketing Association, direct mail has an average cost per lead of $51.40 for a general mailing list and $54.10 for postcards. Compare that to what you’re paying on average for leads for lawyers and legal leads from other sources to determine if this is a viable solution for you.

Added to professional law firm website design and law firm SEO, direct mail advertising could be a viable method of attorney lead generation.


3. Use Pay-Per-Click (PPC) and Search Engine Marketing (SEM)

A good PPC and SEM campaign is one law firm marketing idea that’s been proven time and again to generate quality leads for attorneys. So, if you’ve been wondering how to get leads for lawyers or where to get leads for attorneys, give this a shot!

While Google is the most popular search engine for these types of campaigns, thanks to its widespread popularity, don’t sleep on Bing. PPC and SEM are great ways to bring in all kinds of leads for lawyers and legal leads.

Still on the fence? Check out these stats:

  • For every $1 spent in Google Ads, law firms make an average of $2.
  • About 41% of clicks on a search results page go to one of the top 3 paid ads.
  • More than 85% of people use the internet to find local law firms.
  • Visitors who come to your website via PPC or SEM are 50% more likely to become a client.

Sounds good, right? Reach out to us to learn more about how we can help you create a powerful PPC and SEM campaign that will help you with attorney lead generation. We can also set you up with attorney website design and share other ideas for lawyer marketing.


4. Always Use Law Firm SEO for Attorney Lead Generation

Search engine optimization (lawyer SEO) is still king in the digital marketing space, which is why law firm SEO is so popular. Lawyer SEO is what moves your law firm to the top of page 1 on Google and keeps it there. If your campaign is robust enough, law firm SEO alone can generate the majority of your leads for lawyers (but we still recommend reading the rest of these lawyer marketing ideas)!

A good first step is setting up your Google My Business account. From there, you can advance to backlinking and content marketing.

It’s always a good idea to let a lawyer SEO expert get you up and running.

Fill out the form below to get a free quote on law firm SEO! Paired with law firm website design, this is a powerful method of attorney lead generation.

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5. Get More Legal Leads Through Facebook + Instagram Advertising

Still wondering how to get leads for lawyers or where to get leads for attorneys? Advertising on Facebook and Instagram can be a cost-effective method for marketing a law firm, provided you put the right strategy in place and know how to navigate the ad builders on these platforms.

You can target your ideal legal clients by their location and other pages they’ve liked—such as your competitors’ pages.

Displaying ads to this audience has the added benefit of creating and boosting awareness of your law firm. If people see your logo and your ads all over the place, they’re more likely to remember you when they need legal services in the future. If you’ve been wanting to try social media advertising for your law firm, this is one law firm marketing idea worth trying.


6. How to Get Legal Leads Through Strategic Alliances

Another smart way to generate leads for lawyers is to partner up with businesses in your area, such as auto collision centers, chiropractors, family therapists and more. Creating a partnership means they’ll recommend you to their clients and provide a steady stream of leads for lawyers.


7. Content Marketing = Law Firm Marketing

Creating content for your ideal clients is a great way to get more leads for lawyers. Consider writing blog posts and articles that you can post on your law firm’s website, and make it easy for your audience to share that content on social media.

Here are some topic ideas:

  • How to Win Your Divorce Proceedings
  • What to Do After a Car Accident
  • Is Bankruptcy the Right Option for You?

As you write these articles, plug your legal services. Suggest that readers use a law firm they can trust to do the job correctly and win their case.


8. Email Marketing = Law Firm Marketing, Too!

Email marketing is one of the oldest forms of digital marketing, and there’s a reason it’s stuck around so long: it works. For every dollar you spend on email marketing for your law firm, you’ll make (on average) a $40 return on your investment.

Because most law firms overlook the benefits of email marketing, it’s a great attorney lead generation option for your law firm. For instance, law firms that stay in touch with their ideal clients via email generate 50% more sales-ready leads for lawyers and spend 33% less money on making sales.

Use this tactic in addition to lawyer SEO and professional law firm website design to maximize your ROI.


9. Get Law Firm Marketing Ideas From Your Chamber of Commerce

If you haven’t already joined your local chamber of commerce, attend their next meeting and start networking with other local business owners. In particular, try to connect with people who might need (or have customers who might need) your legal services—they’re likely to send more legal leads your way!


10. Reputation Management Affects Your Law Firm

Did you know 85% of people search online to find local law firms? (If your lawyer SEO is on point, they’ll find you!) Those same people are also researching your reputation—what are your past clients saying about the quality of your work? Were your prices fair? Did you show up on time and do what you said you were going to do?

Offline, you can use word-of-mouth to your advantage. Ask your satisfied clients if they can think of any neighbors, friends, family, or acquaintances who might need your legal services. Give them plenty of business cards to pass around.

Online, list your law firm on review websites and ask your happy clients to leave a review on Google. Doing so makes it more likely that you’ll get more leads for lawyers and legal leads.


11. Ad Retargeting Is a Fresh Law Firm Marketing Idea

Have you ever searched for a product online then noticed ads for it following you around the internet? That’s retargeting, and you can do it for your law firm.

Retargeting is a great way to keep your law firm and attorney website in front of potential clients who have already shown interest by visiting your website. This is one lawyer marketing idea well worth trying, especially if you’re already getting good traffic to your law firm website. Throw in some law firm SEO services for an extra boost!


12. Make Your Law Firm Marketing Stand Out With a Unique Selling Point

If you want to stand out from your local competitors, your lawyer marketing needs a unique selling point. That could be your level of service, your experience in your specialty, your competitive prices, your reputation, your case record, your guarantees—anything that sets you apart. Once you’ve figured out your USP, use that selling point in your lawyer marketing and legal advertising materials!

If you’re not sure where to start, take a look at how your competitors are generating legal leads. What’s their USP, and how can you beat it? What would matter more to your clients and the community you serve? Here are some ideas to get you started:

  • Specialized services
  • Guarantees
  • Level of service

Can you think of something else that’s unique to your law firm? Maybe your origin story or how you got started? Use it!


13. Use Google’s Local Service Ads to Get More Legal Leads

Google’s Local Services ads are a type of pay-per-lead ad, and they appear at the top of the search results page. These ads get about 13.8% of clicks—that means if 50 people in your area search for legal services, at least 7 of them will click one of those ads and turn into a legal lead.

How much more money would you make per month with 7 more legal leads?


14. Increase Referrals to Get More Legal Leads

Referrals are a great way to capitalize on word-of-mouth marketing. Offer your existing clients an incentive to refer their friends, families and neighbors to your law firm, and give them a discount in return. Since people are far more likely to use a law firm that a friend recommends to them, this is one lawyer marketing idea you shouldn’t pass up.


15. Create Helpful YouTube Videos About Legal Cases

YouTube is a popular platform, so why not use it to your advantage? Make an account (it’s free!) and start posting helpful legal videos. The videos can document your day-to-day activities, explain how to select a competent lawyer (you), or explain legal terms. These videos will build your credibility as a law firm and make it easier for viewers to see that you know what you’re doing and build trust.

In the video description, include your contact information and a link to your law firm website so they can learn more.


16. Use LinkedIn to Attract Commercial Legal Leads

LinkedIn is more than a great place to establish yourself as a legal expert and lawyer—it’s a great place to generate leads for lawyers, too. How? Do a search for businesses that commonly need (or work with customers who need) the type of legal services you offer.


17. Send Out Press Releases About Your Law Firm

Press releases are a great way to share new and exciting developments about your law firm. Are you offering a new legal service? How about a discount for repeat clients or those who refer their neighbors? Write a press release that outlines these new items and send it off to your mailing list to start generating leads for lawyers.


18. Don’t Pay for Legal Leads If You Don’t Need To

We’ve talked about using lead generation services before, and all of them should be treated with caution. While they might deliver a lot of leads to your law firm, the quality of those leads often isn’t up to par. Whenever possible, you want to attract quality leads to your law firm’s website that will turn into paying clients. All too often, lead generation services just don’t deliver on quality. You’re likely to spend your time chasing down bad leads instead of talking to good ones.


19. Sign Up With Townsquare Interactive to Maximize Your Law Firm Marketing Budget

Professional attorney website design isn’t the only element of an effective law firm marketing campaign, but it is the most important. One of the best things you can do for your law firm is to make sure your website has everything it needs to continuously generate leads for lawyers using the steps above.

Adding other elements to your marketing campaign, such as lawyer SEO and reputation monitoring, can strengthen your lawyer marketing campaign and help you to generate more leads for attorneys.

The team at Townsquare Interactive specializes in creating law firm websites and marketing campaigns that generate leads for lawyers across the country. All of our law firm website designs feature the elements mentioned above, and our dedicated marketing specialists and teams of experts can provide personalized suggestions for how to take your law firm marketing campaign to the next level.

Fill out the form below to learn more about our lawyer marketing packages and jumpstart your attorney website.

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