How Bankruptcy Lawyer Marketing Can Help You Avoid Problem Clients

As a bankruptcy attorney, you’re working with people through immensely stressful times, and while it can be a rewarding and fulfilling career, you can also get stuck with difficult clients who actively fight your help. At best, these clients require much more work that you can’t bill them for, and at the worst, it can lead to malpractice suits that threaten your livelihood. 

 

When you don’t have enough clients, it can be tempting to say yes to everyone who comes your way, even if you’re not a good fit for their case. Your marketing efforts can help you find the ideal client and avoid problem clients by setting clear expectations and creating a larger pool of potential clients to choose from. Marketing is a time consuming process, but if you work with a team that specializes in PPC and other marketing tactics, they can work with you to create a campaign that highlights the aspects of your practice that set it apart from the rest and help you establish a brand that attracts the clients you want.

Find your target audience 

The foundation of any marketing campaign should be identifying who your customers are, as well as who they aren’t. Start by asking yourself, who is your ideal client? If you focus on small businesses, it should be clear from the headline on your home page how you can help firms navigate difficult financial times. If you work more with individuals, then you should cater your copy to people seeking help dealing with debt collectors and creating their personal property. If done correctly, this will deter the wrong client from reaching out in the first place. 

Creating your website

Once you’ve established your target audience and developed your brand voice, your marketing team can update your website to accurately reflect who you are. Your bankruptcy law website design should be user friendly and compatible with mobile devices and multiple browsers. But it should also lay out your expectations clearly, so potential clients understand exactly what they need to bring to your first meeting. If your instructions are clearly laid out and a potential client shows up with everything they need at the first meeting, you can feel much more confident in accepting their case.

Use SEO best practices for lead generation

After your website is established, you can turn your attorney marketing ideas into content to draw traffic using SEO best practices. Attorneys rely on customers in their community finding them, so it’s a good idea to incorporate local SEO into your strategy. Local SEO focuses on targeting web users in your area. When your content caters to these keywords, the users are more likely to see your results. 

 

By creating meaningful content to attract users searching for “bankruptcy attorney in Chicago,” for example, your website will rank higher and users can end up on your landing page. In order for this strategy to be successful, your content marketing will need to produce quality articles that are useful and trustworthy so you can increase our domain authority over time. Content marketing campaigns provide continued value over time, and the more high quality content you add to your page, the higher your incoming traffic will be. 

Referral marketing 

One of the best ways to find a good prospective client is through referrals, especially through an attorney in another practice area. If your client has already worked with another attorney in your area, then you are more likely to have a successful relationship with them. This is a mutually beneficial process, and the better your referrals are, the happier your network will be to return the favor.

Reputation Management

As more and more people rely on searching the internet to find services, they rely more heavily on reviews. If you want to keep a steady stream of new clients coming to your law practice, you’ll need to use reputation management tactics to increase your positive reviews and mitigate the negative ones tactfully. 

 

A marketing company can help you monitor your online reviews, whether they are on yelp, google, or social media, and respond appropriately to both. It’s much easier for a marketing team to respond with empathy to negative reviews, and they discuss how to get satisfied clients to review your services positively. 

 

They can also help you incorporate positive feedback into your website to boost their impact. Reviews have a lot of sway, especially for services oriented businesses like mechanics, dentist, and lawyers. The better your reputation, the more customers will come your way, and when you can pick the ones that feel like the best match with your practice, you’ll minimize the risk of negative reviews in the future. 

The bottom line

One of the best things that a carefully planned bankruptcy lawyer marketing campaign can offer is plenty of clients to choose from. It’s often clear from the initial consultation whether someone is disorganized or combative, and if you have plenty of other clients to choose from, you can be firm when you tell them you don’t have room in your schedule for them. 

 

ConvertIT specializes in designing marketing strategies for attorneys in all areas of practice, and we can address all of your marketing needs. Our PPC team is at your disposal when you need it—without having to sign a contract. We will create an individualized marketing strategy to target your ideal client and generate traffic to your site. And if you don’t see results within the first 30 days, you can cancel for free.  

 

PPC & SEO for Bankruptcy Attorneys

Whether you’re a veteran lawyer or a newbie, you need clients to pay the bills. Finding people who need your services is a time consuming process that can eat into your productivity if you haven’t formed an effective strategy. While you may have a basic understanding of marketing principles, a bad marketing campaign can be worse for your business than none at all. 

 

Bankruptcy lawyer marketing requires staying competitive with other attorneys in the area to help your service stand out in the crowd, and you’ll need to use every tool at your disposal if you want to make an impact in your area. No matter how talented you are as an attorney, if no one knows about you, it will be hard to stay in business. Connecting with a marketing firm will give you access to experts in the field of PPC & SEO and allow you to grow your online presence and increase your accessibility to people who need help.  

 

Search engine optimization is the process of making your content easier for users to find by targeting specific searches. A thoughtful SEO campaign means that when a potential client types in keyword phrases related to your legal services, your firm’s website will rank high enough in the search engine results for them to find it and click. Meanwhile, PPC campaigns place ads for your website at the top of the search page any time someone enters a certain query. 

Website Design

The purpose of PPC & SEO is to draw traffic to your website, but if your website is dull and out of date, or it isn’t compatible with mobile devices and a wide range of browsers, you’ll lose out on customers and your PPC & SEO efforts won’t produce the same results. Attorney marketing specialists can provide a modern website design with features such as live chat, link building, informative content, and cohesive branding that speaks to your target audience.

 

Part of building a successful law firm website is defining your brand and identifying the key aspects of your practice that help you stand out. A law firm SEO expert can help you identify your target audience and connect with them effectively. Whether you focus on individuals, small businesses, or big companies, you want 

 

Your website should also establish you as a trustworthy authority and should feature all of your accolades, memberships, and client reviews. This will establish you as a trustworthy attorney and encourage new clients to reach out. Once your website is in good shape, you can focus your efforts on developing a marketing campaign to draw traffic and grow your business. 

Understanding SEO strategy

SEO marketing creates content to target organic search traffic rather than relying on paid ads or direct traffic. Whenever you make a query on a search page, the odds are that the pages that rank the highest have put a lot of effort in their SEO marketing strategy. The pages that rank highest will offer useful content that answers users queries and convinces them to reach out to you for help.

 

An SEO campaign can optimize existing content or produce new content to target keyword phrases relevant that are popular and relevant to your business. By performing an SEO audit, your marketing company can identify which keywords have the least competition from other websites and so you can get a high ranking and create a content marketing plan to target the best search terms. These search terms will rise and fall in popularity in relation to any number of things, and an SEO provider will stay plugged in to trending words to get ahead of the competition. 

 

The process is complex, and requires a deep understanding of the way search algorithms  deliver results, as well as the way people respond to listings. For example, a good meta description or title tag won’t directly increase your rankings. However people are more likely to click on a page with a catchy title tag and meta description, and the more clicks your page gets, the higher it will rank. 

 

Once you’re content is created, you can increase its visibility on google through link building. A backlink is a link from another webpage that leads to your site. Attorneys in other fields may be interested in providing you a backlink if you’re willing to do the same, and it acts like a digital referral. Internal linking will signal a search engine which of your pages are the most important and can increase your ranking. 

 

Digital marketing requires routine updates to provide continuous results, and an SEO specialist can ensure the content on your page remains fresh and up to date with other websites trying to compete for higher rankings. Competing with pages such as Wikipedia, NOLA, or other large websites that provide answers to legal questions is next to impossible. But by focusing your SEO efforts on keywords with lower competition and placing high quality, informative content can be a low cost way to get people to your site. Local SEO is a viable way to avoid competing with large websites, and it allows you to target a potential client that’s searching for services in your area. 

 

It’s also important to understand the user’s intent behind each keyword and ensure your content is appropriately targeted. Someone who types in a search for If your article doesn’t address users intent appropriately, they are less likely to click on your page, and even less likely to hang around your website for long if they do click. A person that types in “do I need to hire a lawyer to file for bankruptcy” is likely weighing the costs and benefits of spending money on an attorney, so your content should focus heavily on addressing their concerns rather than discussing bankruptcy law basics.

Using PPC Strategy for increased traffic

With a pay per click strategy, you are focusing on targeting ads to certain demographics rather than relying on organic search to drive traffic to your website. Unlike traditional ads, you only pay for placement if someone clicks on it and arrives at your site. A PPC ad will place your page at the top of the google results regardless of your keyword rankings. Research shows that as many as half of people that click on an ad will make a purchase or contact the business

 

Researching your adwords takes planning and regular updates to ensure you get the most out of your efforts. Keywords are divided into two categories. Short chain keywords are a single word or short phrase, while long tail keywords are more in depth, and they account for the majority of searches. An attorney SEO & PPC specialist will help you create an exhaustive list of relevant search terms to target and help you choose the best keywords for your budget. 

 

The drawback with using PPC strategy is your results are marked as ads, and a notable percentage of users will scroll past ads to find organic search results. This is why it’s crucial to incorporate PPC and SEO tactics into your campaign. Since you are only paying for ads that users click on, PPC campaigns are an affordable option to expand your reach, and they also provide valuable data for your marketing. You’re able to see exactly which keywords users type in that lead to a click, and you can refocus your efforts as you learn more about how users find you. While SEO tactics will continue to provide results for longer, PPC advertising is a great way to increase your visibility while you work to increase your rankings. 

Using PPC with social media

No matter how you feel about social media for your personal life, it can be a useful tool for connecting with prospective clients in your area, as long as you are careful to abide by your local state’s rules and avoid breaching any ethical guidelines. 

 

PPC ads can also be used with your social media page to target specific demographics or people with interests related to your legal services. You can also schedule your ads to appear at certain times of day when they may be more effective. A bankruptcy attorney may target businesses during the day time, and individuals later in the day when they are more likely to respond to an ad. 

 

Your social media page is als useful for sharing the content you create for your SEO campaign, making videos to market your services, and connecting with local businesses or attorneys in different fields to increase your network. 

Marketing expertise when you need it

ConvertIT specializes in providing legal PPC campaigns to draw more traffic to your website and convince a prospective client to reach out. Hiring us gives you a full team of marketers working to turn your attorney marketing ideas into a full-fledged campaign. We offer flexible, a la carte services without the need for a contract. 

 

We can build your website from scratch, as well as provide updates to increase your client’s user experience. We will work with you to drive up traffic to your website and increase your domain authority, no matter your budget. If you don’t retain clients within the first 30 days, you can cancel for free.

Marketing Ideas for Bankruptcy Attorneys

It doesn’t matter if you’re a solo practitioner, a small law firm, or a big legal company—marketing your legal service is crucial for growing your business. While your expertise may be valuable navigating complex bankruptcy law, understanding the nuances of how to create a bankruptcy lawyer marketing strategy requires an entirely different kind of expertise. 

 

So how do you reach out to new customers? Your marketing plan should focus on finding the most cost effective way to reach a potential client. While billboards and bench ads may increase your exposure, there are more direct ways to get the message out to your target audience. 

 

Digital marketing focuses on using the internet to connect with customers online. Digital marketing can include using targeted ads on social media, creating blogs, videos, and infographics for content marketing, as well direct mail marketing using email. At least a third of people looking to hire a lawyer will start by searching the internet, and if your marketing efforts aren’t reaching these people, you’re missing out. 


Under the guidance of a marketing company, you can design multiple strategies and approaches to reach out to customers who are becoming increasingly turned off by traditional advertising campaigns. By creating useful content, you will establish trust with your audience without manipulating them, and they are more likely to reach out when they need help.

Website design

Your website is the foundation for your digital presence, and all of your digital marketing strategies should ultimately lead your customers to your home page. If your website provides a poor customer experience, whether it’s long loading times, incompatibility with mobile browsers, or it simply looks unprofessional, you’re less likely to convert potential clients. A marketing team can help you design logos and provide an attractive layout for your page that presents all of your information in an easy to read way. 

 

If your current website doesn’t outline your value props and cater to your target audience, then it’s time to update. It should be clear at a glance whether you cater towards individuals, small businesses, or specific paths to debt relief. A marketing company can help you find out how to talk to your audience and develop concise language that delivers your message. They can also provide additional services, such as a live chat, that will enhance the user experience for visitors to your site. 

Content Marketing

A marketing company can help you produce a copy using attorney SEO that targets specific words and phrases someone may type into a search engine. They can work with you to find keywords by analyzing popular search terms. SEO analytic tools can identify which keywords are popular and are easier to compete for higher rankings with other websites. 

 

A good marketing strategy should produce content that is relevant to your practice, useful to the reader, and establishes you as an expert in the field. For example, a family law firm wouldn’t get much use out of producing content for someone interested in a personal injury law firm. Local SEO targets people searching for specific services in your area, and it will help you avoid competing with other websites that provide more generalized information about the topics you’re covering. 

 

Your content is about more than informing the reader, it’s about helping them find your website and providing a call to action to get a prospective client to reach out to you for help. Additionally, by producing more content for your website, you will increase your domain authority and have a better chance of showing up on the first page of search results for your target keywords. 

Social media marketing

Staying active on social media will increase your visibility within your local community, and it offers customers quick exposure to your brand. If you don’t post regularly, customers may assume you are no longer in business. If you post the wrong kind of content, then customers may shy away from your practice. Hiring a team with experience managing social media accounts can ensure you are engaging with your audience in a meaningful way and maintaining a positive presence online.

 

Social media allows you to target highly specific demographics with each ad. From broad things like age, gender, and location, to more precise things such as interests. Choosing the right intersections of your demographics requires planning, and a marketing company can work with you to narrow your field and ensure that only people who are likely to be interested will see your ad. 

 

If you maintain a presence on several major social media networks, it takes time to provide meaningful responses to comments and questions on your pages, but a marketing company can help.This is a powerful way to increase your engagement and demonstrate the level of care your company is willing to provide. 

 

Your social media presence is the best way to utilize videos for your practice. Video marketing is something more customers are expecting from all kinds of businesses, and it allows you to showcase your personality and give them an opportunity to meet the faces of your firm. Even something as simple as a video that introduces your legal team will go a long way to convincing customers to reach out to you. 

Live Webinars

Providing free online workshops will demonstrate your authority over various bankruptcy law basics and demonstrate how valuable your services are. If your webinars are designed thoughtfully, and focus on the topics on hand rather than your business, it won’t come off as an advertisement and it will give people the opportunity to reach out to you for more information if they need it. 

 

There are several services that allow you to host webinars, including Zoom and Adobe Connect, and they all provide options for hosting private chats with interested parties. Once the webinar is complete, you can upload a recording of it to the service to provide continued value for people who missed it. 

Email Marketing

Email marketing is one of the most cost effective ways to convert and retain customers. Customers that sign up for newsletters offer you the chance to deliver valuable information, and because they sign up for updates voluntarily, you don’t have to pay additional revenue for them to see your campaign. Email marketing allows you to share nuanced opinions about the bankruptcy process, updates to your practice or changes in the law, and simply express gratitude to your clients. 

 

With email marketing, you can develop separate campaigns for different kinds of subscribers. This allows you to differentiate between long time clients, newcomers, or a potential new client, and send them emails accordingly. While email marketing doesn’t necessarily replace additionally direct mail options such as postcards, it can increase your ability to communicate with your customers and share valuable information with an audience that has expressed interest.

Stay active in your community 

While digital marketing is crucial to setting yourself apart from the competition, it doesn’t mean you should ignore more traditional methods of connecting with your target audience. Community involvement will establish you as a neighbor, not just someone who’s looking for their next paycheck. Younger customers strongly prefer working with someone who cares and wants to give back to the community, and many of them will choose your business over strangers happily. 

 

Sponsoring local plays, dances, or sports team provides a valuable service for the community as well as giving your practice positive exposure. You can also volunteer your services to local nonprofits, host events or fundraisers, and join local boards. A bankruptcy attorney has to help clients through difficult times, and most people will prefer to work with someone who has demonstrated their compassion.   

Referral marketing campaigns

There is a wide customer base that relies on referrals for every service they seek, whether it’s an honest mechanic, a good dentist, or an attorney. If you’re active in your community, you can maintain good relationships with other local attorneys that specialize in different areas of the law and provide recommendations for each other. 

 

However, many people that hire a bankruptcy attorney have never hired another attorney in the past. Offering incentives for existing clients to give you a referral is a good way to use your existing network to expand your business. 

 

Additionally, case studies that demonstrate how you’ve helped clients in difficult situations in the past can be as convincing as a referral, and they should be featured on your website to help you establish credibility. Following up with a client testimonial let’s your customers speak for you from personal experience, and it has a big impact on potential clients.

Public Records

The Public Access to Court Electronic Records services allows you to scan through current bankruptcy cases once they are filed, for a small premium. You can use this service to search for potential customers in your area and create an outreach campaign to offer your services for those in need. You can use the same value propositions that you’ve developed for your website to let them know exactly how you can help with their case and prevent them from losing their personal belongings in the process. 

The bottom line

ConvertIT focuses on developing lawyer marketing tactics, including PPC for bankruptcy attorneys, and we will work with you to increase your online traffic. We are a full service team that can help you with every aspect of your marketing campaign, whether you need to optimize existing content or start from the ground up with a brand new website in a matter of days. 

All of our strategies will be catered to your individual firm and the budget you want to spend. We can work together to turn your law firm marketing ideas into an active campaign to grow your business and establish you as a trustworthy expert in your area, and you’ll never have to commit to a contract. Contact us today to learn more, or get started with a risk free, 30 day trial.