How to Get More Clients as a Lawyer

Growing a client base in the legal field isn’t just about winning cases - it’s about connecting with people and positioning your practice where local clients can easily find you. The best approach to getting new clients as a lawyer is to work on your local online visibility. You want to be found by clients who search “lawyer near me” or “lawyer in [city].” In this article, we explain step-by-step how you can increase your online visibility in these local searches and create an appealing online presence that will convert impressions into real clients!

Define Your Specialty and Ideal Client Profile

To begin with, you need to align your specialty with your ideal client. Focusing on a particular area of law or a specific client type makes your firm’s services clearer and more compelling to potential clients. Specializing builds trust because clients feel more confident knowing you’re focused on their unique legal needs. If you’re a generalist, consider narrowing your focus to a few core services that best match your experience and strengths.

Develop a client profile based on demographics, business type, or case type. Knowing your ideal client makes it easier to create targeted marketing that speaks directly to them.

Our tip: Review past cases that brought in referrals or repeat clients. Identify those clients and build a client persona based on your insights. When you know your ideal client, you can target their pain points more effectively by creating content that resonates with their specific challenges.

Develop a Proper Online Presence for Your Law Firm

In today’s world, your website and Google Business Profile are the equivalent of a business card. Potential clients are highly likely to look up your firm online before reaching out. A professional, straightforward website that clearly outlines your services is essential. Key elements should include an “About Us” section that details your firm’s expertise, a “Services” page explaining your practice areas, and a “Contact” page with your phone number, email, and address.

Your website should be easy to navigate, mobile-friendly, and have clear calls to action, such as “Book a Consultation.” Display testimonials or case studies, as social proof helps clients feel more confident in their decision to contact your firm.

Finally, don’t forget local SEO. Claim and optimize your Google Business Profile so clients in your area can easily find your firm when they search for local legal services. Include up-to-date contact information, hours, and practice areas to enhance your visibility in local search results.

How to Optimize Your Google Business Profile for Your Law Firm?

Follow these steps to bring your Google Business Profile (GBP) up to the highest standard. By filling in all the necessary information and keeping your profile appealing, Google is more likely to reward you with increased visibility, and potential clients will be more inclined to contact you for legal advice.

1. Claim or Create Your GBP: If not already claimed, verify ownership of your firm’s GBP on Google to gain control and start optimizing.
2. Verify Your GBP: Complete Google’s verification process to make your GBP publicly visible and ensure authenticity.
3. Optimize Business Details: Ensure your firm’s name, address, phone, website, hours, and legal categories are consistent and specific.
4. Add a Local SEO-Friendly Description: Include keywords like “lawyer in [city]” to enhance local relevance without keyword stuffing.
5. Add Quality Images: Use professional photos of your firm, team, and offices to create a trustworthy image.
6. List Legal Services: Specify your legal services (e.g., “family law,” “estate planning”) to help clients find your expertise.
7. Pre-Fill Q&A: Address common client questions about services, fees, or consultations in the Q&A section to improve transparency.
8. Use Google Posts: Regularly share updates or insights on recent legal cases or practice news to engage potential clients.
9. Add Social Media Links: Connect your firm’s social profiles to strengthen your online presence.

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Leverage Local SEO to Increase Online Visibility

When clients search for terms like “divorce lawyer in [city]” or “small business attorney,” you want your firm’s site to appear near the top of the results. Local SEO involves more than just optimizing your Google Business Profile. Consider the following aspects for a successful local SEO strategy that will boost your online visibility and attract new clients.

• Collect Citations: Citations are mentions of your business's name, address, and phone number on other websites, helping improve your visibility in local search results. Accurate citations boost your online authority and can enhance local SEO. Thus, create a profile (listing) on suitable law directories such as Avvo, Justia, or FindLaw.
• NAP Consistency: Ensuring your business's Name, Address, and Phone number (NAP) are consistent across all online platforms builds trust with search engines, improving your chances of ranking well in local searches. If you have inconsistent details, Google and potential clients get confused and you lose visibility as well as potential clients.
• Local Keywords: Using local keywords that reflect your geographic area and service offerings helps attract nearby customers and increases your relevance in local search engine results. Use a keyword research tool (e.g., Google Keyword Planner) to research keywords with local intent (e.g., lawyer in [city], law firm near me, family lawyer near me, divorce attorney in [city]).
• Local On-Page SEO: Local on-page SEO involves optimizing your website's content with location-specific keywords and information, making it easier for search engines to understand where your business is and who it serves.
• Mobile Friendliness: Since many local searches happen on mobile devices, having a mobile-friendly website ensures a smooth user experience, improving your chances of ranking well in mobile search results.
• Review Management: Actively managing and responding to online reviews not only builds trust with potential customers but also signals to search engines that your business is reputable and engaged with its community. We will explain review management in detail in the following sections.
• Google Posts: Google Posts allow you to share timely updates, offers, and announcements directly on your Google Business Profile, helping you engage with local customers and improve your search visibility. Schedule a Google Post for preferably every day of the (work) week to show Google and potential clients that your law firm is active and engages online.
• Local Backlinks: Gaining links from reputable local websites to your own can improve your website's authority, signaling to search engines that you are a valuable resource within your community. Reach out to local magazines, and online law magazines, or collaborate with local businesses.

Curious to learn more? Check our complete local SEO guide to become a true expert!

Gather and Showcase Client Testimonials

Client reviews and testimonials serve as endorsements of your services. When potential clients see positive reviews, they gain confidence in your firm’s ability to handle their cases effectively. After a case concludes, ask satisfied clients if they’d be willing to share their experience on Google or a legal review site like Avvo.

Display these testimonials on your website and social media pages. Ensure the reviews highlight specific aspects of your service - such as responsiveness, empathy, or expertise - that set your firm apart. This specificity provides future clients with a clear picture of what they can expect.

How to Gather Reviews?

1. Ask Directly: Make it a habit to ask clients for a review after their appointment.
2. Use a Google Review Link: Share your unique Google review link with clients to simplify the process.
3. Send a Follow-Up Email: After each service, send a polite follow-up email with the review link included.
4. Incentivize Staff: Reward staff who encourage clients to leave reviews.
5. Provide QR Codes: Display QR codes linking to the review page in visible areas of your office.
6. Respond to Reviews: Show appreciation for each review to encourage future feedback.
7. Offer Prompts: Provide review prompts to help clients know what to write.

Learn more about how to get clients to leave a review!

Respond to All Incoming Reviews

Make sure that you always respond to all incoming reviews within a maximum of 24 hours (even better within the first hour). Responding to reviews shows Google as well as potential clients that you care about feedback and are active and engaging online. While responding manually to your Google reviews can be quite time-consuming, we recommend you use a review management tool, such as one included within your Obenan subscription, and let our AI respond in your preferred tone of voice to all incoming reviews!

Develop a Referral Program

Referrals are often the backbone of a successful law firm. Make it easy for past clients and professional contacts to refer new clients to you. Reach out to former clients, colleagues, or professionals in related fields, such as accountants or realtors, who may encounter clients needing legal assistance.

Consider offering incentives to encourage referrals, such as discounts on future services for repeat clients or small tokens of appreciation for referrers. A structured referral program helps you expand your network organically, often bringing in clients who come pre-qualified by someone they trust.

Our tip: Referring friends and family to a lawyer can be tricky, as legal services aren’t something people need regularly (hopefully!). A discount on future services may not appeal to everyone. Instead, offer incentives like a gift voucher that clients can redeem later when they refer someone to your firm. Provide a choice between a gift voucher or a service discount (for those who are regular clients).

Networking and Community

Community engagement is a proven method for growing a client base. Attend local events, join business groups, or volunteer for causes relevant to your practice. For instance, if you’re an estate lawyer, a partnership with a local financial advisor could be mutually beneficial. Consider hosting seminars or workshops on legal topics that matter to your target audience. Being known within your local community makes it easier to generate conversations about your firm, as recommendations from others remain one of the most effective ways to gain new clients.

LinkedIn is another valuable networking tool for building online awareness of your law firm. Share industry news, offer insights on legal developments, or publish short articles to keep your professional network engaged. By staying visible and connected, you strengthen relationships that can lead to referrals.

Networking with colleagues in your industry is also essential. Connections are invaluable - if you’re on good terms with a family lawyer, they can refer clients to you for personal injury cases, and you can reciprocate by referring clients who need family law assistance. Building and fostering a professional network makes these mutually beneficial referrals possible!

Leverage Content Marketing to Show Your Expertise

Potential clients often don’t understand the legal process or exactly how a lawyer can assist. Content marketing bridges that gap by offering accessible, informative resources that address their questions. Use your firm’s website or social media channels to share content that demystifies complex legal topics.

• Educational blog posts, how-to guides, or short “Did You Know?” videos can be very effective. For example, a family law firm might post articles on child custody rights or debunk common myths about divorce proceedings. Content marketing builds your firm’s credibility and demonstrates your commitment to helping clients.

• Add FAQs to your website and research relevant keywords beforehand (using a free tool like Google Keyword Planner). By creating content that matches the search intent of your target audience, your website will appear in relevant search results, increasing your firm’s visibility. FAQs allow you to include more text without overwhelming the page—visitors can expand the text as needed.

Our tip: Keep your ideal client in mind, and create content that addresses their specific concerns. If you’re a family lawyer, answer frequently asked questions like “What factors determine child custody?” Be sure to explain the process and include a call to action at the end of the article that directs readers to your contact page.

Prioritize Clear, Open Communication

Clear communication is one of the simplest yet most effective ways to win and retain clients. Clients want to feel informed about their case and reassured that it’s being handled with care. Respond to calls and emails promptly, even if it’s just a quick acknowledgment. Regular updates on their case, even when there are no major developments, show that you value their time and concerns.

• Ensure your website is clear and easy to navigate, with a complete and organized Google Business Profile where clients can easily find essential information at first glance.
• Make contacting you simple - consider adding an appointment booking assistant to your website, allowing clients to schedule appointments at their convenience.
• A client portal is another valuable tool, enabling clients to check updates, view documents, and send questions. It keeps them in the loop without requiring constant phone calls.

Clear communication builds trust and sets you apart from competitors, increasing the likelihood that clients will refer others to you. When clients have a positive, seamless experience with your firm, from initial contact through to the final appointment, it enhances your reputation and makes clients more inclined to recommend your services to friends, family, or colleagues.

Offer a Free Consultation

Offering a free initial consultation helps potential clients feel comfortable reaching out. For many, contacting a lawyer can be intimidating, especially with concerns about costs. A brief, no-commitment meeting allows clients to determine if your firm is the right fit without a financial obligation.

During the consultation, focus on listening to their concerns and providing practical advice. Show empathy, understanding, and a genuine willingness to help. This initial meeting helps you build trust and demonstrate your expertise, increasing the likelihood that they’ll choose to hire your firm.

Concluding What We Have Learnt

Attracting more clients as a lawyer requires consistent effort and a blend of strategies. By specializing, maintaining a professional online presence, engaging in digital marketing, and building authentic connections, you lay the foundation for steady growth. Prioritizing client communication and offering a free consultation also helps create positive first impressions that last.

Each of these methods contributes to building a client base that’s loyal and likely to refer others. Begin by choosing one or two strategies to implement, track the results, and adapt as needed. With persistence and dedication, your firm can expand its client base and reputation, reflecting the professionalism and commitment you bring to the legal field.

On that note: Local SEO requires more than a one-time effort. You need to continuously monitor and optimize for the best results. In our experience, many small businesses feel too overwhelmed by local SEO and its requirements to even get started. That’s where we come in—let us take this big task off your hands with our local SEO solution. Our smart tools are designed to streamline and automate all essential local SEO tasks, so you won’t need to invest extra time or gain extensive SEO knowledge just to get started!