Attorney Lead Generation Guide

Attorney Lead Generation Guide

For legal firms, continued growth and success align with two primary drivers: client retention and lead generation. 

In other words, you need to nurture your existing relationships while securing new ones. 

 Fostering a steady flow of high-quality leads is easier said than done. But in a time where 76% of consumers use the internet to find their lawyer, a well thought-out digital marketing strategy could mean the difference between success and failure. Use a thoughtful lawyer marketing template to get you started.

What does a modern attorney lead generation strategy look like? This guide has you covered. 

What is Lead Generation for Lawyers? 

Attorney lead generation follows a similar sales funnel concept that applies to most businesses. The process includes these steps: 

  1. Awareness – The first stage of lead generation involves building name recognition and making your target audience aware of you. Typically, this discovery process happens from one of your various marketing channels. 
  2. Interest – After the lead has been made aware of your legal firm, you need to attract their interest. This is often a call-to-action of some sort, such as clicking through to the services page.
  3. Decision – Once their interest has been piqued, you have to put the onus on the lead to take the next step. That could be anything from agreeing to work with your firm or simply taking time to peruse your website and blog.
  4. Action – This is the ultimate goal of lead generation. And the channel you use for lead generation could impact the desired action you want the client to take. For example, you might ask them to provide contact information, reach out for more info, sign up for a newsletter, agree to a consultation, or enlist your services.     

Know Your Lead 

Your lead generation efforts won’t be effective if you don’t know the whos, whats, and whys regarding your potential clients. 

How a client would search for a family attorney will look very different from clients searching for a personal injury attorney. Similarly, a solo practitioner specializing in a narrow legal field will employ different lead generation strategies than a major law firm. 

When it comes to lead generation, remember that quality is better than quantity

Knowing this, one of the first steps of lead generation involves developing target client profiles. The more you know about your ideal clients, the better. That knowledge will help you accurately target high-quality leads, saving you time and money.  

To identify your target client, follow these steps: 

  • Define your legal services – What are the legal services you provide, and what are your areas of expertise? This will help you determine the type of client that comes to you most frequently. 
  • Use existing clients to better understand your target demo – If you’ve already established a list of clientele, see if you can use those profiles to help with persona development of your ideal client. Consider surveying clients to see what about your firm appealed to them over your competitors. 
  • Perform website analytics – Since most of your new clients are likely finding you online, you should analyze where they’re coming from, what they’re searching for, and which keywords are most closely tied to your law firm.  =
  • Build client personas – The more detailed and specific you can get, the more effective your lead generation efforts will be. Try to flesh out a real person by including:
    • Their defining demographics (age, occupation, race, sex, location) 
    • Their pain points 
    • Their goals 
    • What they might want from a lawyer

While this may seem like a lot of effort, it’s worth it. This extra legwork will allow you to hone your lead generation strategies and immediately discard channels that would likely be ineffective. For example, if you’re in Estate Planning, social media marketing—particularly via Instagram and TikTok—won’t produce much ROI since the type of clientele looking for those services tends to skew older. 

Lead Generation Strategies 

Once you’ve built out your client personas, you’re ready to focus on reaching out to leads and then converting them. As discussed, you should tailor your strategies to those personas. Regardless, there are three essential strategies that any legal firm can implement to maximize its lead generation efforts. 

Start with Paid Search Engine Advertising

Pay-per-click (PPC) advertising is all about conversions—turning a stranger into a qualified lead. 

As the name suggests, PPC is an advertising method where you pay each time a person clicks on your ad. Typically, this paid ad will show up at the top of Google, Bing, or Yahoo search results, making it the first page a visitor sees after typing in a specific keyword or phrase. 

But a PPC campaign isn’t a surefire strategy. It’s only as good as the people running it. If you choose expensive keywords that don’t convert, your investment will be wasted. 

Because there’s significant risk-reward to a PPC campaign, paid search isn’t something you should attempt on your own. Instead, you can hire digital media experts to properly manage your PPC campaign. With their help, you can ensure that your bids, keywords, localization, and ads are optimized to reach and convert your targeted leads.    

 A well-run PPC campaign is the most predictable, measurable, and responsive way to get leads for attorneys. 

Design Your Website with Lead Generation In Mind

Is your office space littered with trash? Do you wear flip-flops and a tank top to client meetings? 

Of course not. At least, not if your goal is to win over new clients. If you want to gain their trust and business, you’d better dress to impress. Appearance contributes to a potential client’s initial impression and overall perception of your firm’s quality. 

The same goes for your website. 

Consider your website the digital face of your firm—the first place a cold lead will go when searching for legal services.  

Today, it’s no longer acceptable to settle for a “good enough” website. Modern clients in a digital age demand more. Few things will make them less trusting of your law firm than a website that looks and feels as if it was designed decades ago. 

So, what does an optimized website look like? Typically, it will include the following elements: 

  • Mobile responsive – More than 55% of all global web traffic comes from mobile devices and tablets. Therefore, your website should be designed specifically with mobile searchers in mind. This includes dynamic content, condensed navigation, optimized images, and reliance on a mobile operating system.
  • Visually appealing – A picture is worth a thousand words. A lead should be able to quickly understand who you are and what you’re about in a glance. Your website should create a positive initial impression that’s in alignment with your brand. Currently, modern website design favors a minimalist approach to highlight key sections and avoid visual clutter. 
  • Fast and easy to use – Few things will turn off a potential lead faster than a website that loads as if it’s on a dial-up connection. The vast majority of users expect a webpage to load quickly, and for good reason. Multiple studies have shown that a page that takes longer than three seconds to load will lose more than half of its users. And with so much competition in the market, you can’t afford to lose clients to competitors over something as trivial as a slow or unresponsive website. 

Build Out Your Blog Content 

One of the most critical aspects of Search Engine Optimization on your website is your blog page. This is a tool that you can use to:

  • Build brand identity – Your content can tell the audience who you are and help distinguish you from your competitors. 
  • Establish authority – Blogs are an inbound content marketing tool that demonstrates your expertise and helps the audience understand why they should listen to you (and eventually hire you).  
  • Provide a service to people searching for legal answers – If you produce high-quality content that is relevant and up-to-date, people will stumble upon your site when searching for legal questions. The more optimized the content, the higher you’ll rank on Google search results. This increases the likelihood you’ll generate even more leads. 
  • Convert leads into clients – Your content is a way to warm up your lead and butter them up for a pitch. If you provide informative and helpful content, they’ll be more receptive to a call to action at the end of your post.   

Put simply, content marketing is a critical lead generation practice. With it, you can attract prospects and then convert them into leads. But that requires you to regularly produce high-quality content that answers common questions and addresses legal matters.  

Lead Generation for Lawyers 

In the olden days, lead generation for lawyers was much more about word-of-mouth and interpersonal relationships. But the digitalization of the world has changed the way attorneys find new clients. 

A modern lead generation strategy is predominantly online. It starts with a solid PPC marketing campaign, and then is bolstered by a solid website with informative web content. 

Do you need help with your digital lead generation efforts? 

At Convert IT, we’re marketing professionals that specialize in the secrets of attorney marketing. This includes anything from designing a new website to creating a captivating PPC campaign. Our proven platform has everything your legal firm needs to generate new clients. 



1 Library. How Today’s Consumers Really Search for an Attorney.

Oberlo. What Percentage of Internet Traffic is Mobile? How Page Load Speed Affects Customer Behavior.