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Law Technology Today

2025

How To Get Clients as a Lawyer: 11 Steps to Success

LawPay

Summary 

  • Learn how to identify your firm's ideal clients, build a professional website, and use SEO to rank higher in search results.
  • Explore the power of digital and traditional marketing tools like email campaigns, social media platforms, and networking. 
  • Discover ways to enhance your firm’s reputation and client relationships to build trust and foster long-term success
How To Get Clients as a Lawyer: 11 Steps to Success
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Getting clients as a lawyer is a skill you must develop. While referrals and word of mouth remain important, many people now rely on search engines and law firm websites to find legal help. This article outlines 11 key steps you can take to get more clients in the door at your firm.

Step 1: Define Your Ideal Client

Begin by defining your niche, core services, and ideal client. Establishing these elements first can help optimize your lead-generation efforts. For example, if you’re passionate about family law cases, you can post social media content related to aspects of family law or offer pro bono legal advice to local shelters. Additionally, consider whether you want to work with clients online, in person, or both.

Step 2: Create Your Website and Optimize for SEO

In today’s digital world, building a website is an effective way to showcase your services and qualifications. Using tools like MyCase’s website builder can simplify the process and ensure your site is fast, user-friendly, and professional.

To increase the odds of getting clients, consider consulting a search engine optimization (SEO) professional. SEO for law firms involves two main areas: technical SEO, which ensures your website is easily discoverable by search engines, and content SEO, which involves publishing content to boost rankings.

Claiming your free Google Business Profile can also boost your website’s search visibility. If Google has already created a listing using public data or user submissions, claiming it lets you update details and track how potential customers found your profile.

Step 3: Get Listed on Legal Directories

Legal directories are large databases that allow customers to search for lawyers to find the right match. Free legal directories, such as Avvo, Justia, and HG.org, typically allow firms to list basic information. Some legal directories also offer premium upgrades for an additional cost. These are considered paid directories and can include perks like adding more details to your profile. Popular paid legal directories are SuperLawyers, FindLaw, and Nolo.

Step 4: Publish Helpful Content on Your Website

Once you’ve established your website, consider publishing helpful content, such as simple blog posts, FAQs where you tackle common sources of confusion, e-books, and webinars. Create SEO-optimized content to help potential customers find you through Google and other search engines. Optimization can involve keyword research, adding your target keyword in various places in the post, and adding relevant links to other important pages within your content.

Step 5: Create Email Marketing Campaigns

Email marketing can help keep your firm top-of-mind with potential clients. For example, you can create a campaign that sends your best content to new subscribers each week. If your firm focuses on personal injury claims, you can start your campaign by sending a blog post about common misconceptions about these claims. The last email in your campaign could be an offer for a free consultation.

Step 6: Run Paid Online Ads

Pay-per-click (PPC) advertising consists of running paid advertisements on Google, Facebook, or other social media sites. With a PPC campaign, you are charged every time a person clicks on your ad. Whereas you can target a newspaper ad at people who still buy a newspaper, you can specifically target a Facebook ad at small business owners who live near Omaha and enjoy boating.

Step 7: Post on Social Media

Routinely posting commentary, sharing articles you write, and interacting with followers on social media sites can be enough to help get clients for your law firm. Ways to leverage social media include sharing interesting tips related to your practice area, posting answers to common questions clients typically ask, and sharing insightful content from other professionals in your network.

Step 8: Manage Online Reviews

Given how important referrals are, you need to do everything in your power to make sure you’re constantly improving your law firm’s client relationships. Reviews on sites like Google and Yelp are often where prospective clients look. When you wrap up a case with a client, ask them to leave you an online review. As these reviews grow, they’ll contribute to your overall reputation.

Step 9: Create a Referral Program

To succeed in business, you must market yourself while nurturing attorney-client relationships. Legal representation often comes during challenging times, and providing compassionate, competent service leaves a lasting impression that encourages referrals. While online reviews play a significant role, personal endorsements from trusted sources carry even greater weight and can be invaluable for your reputation.

Step 10: Say “Yes” to Networking Opportunities

Networking can lead to referrals and new clients. To find valuable opportunities, prioritize options relating closely to your niche. If your firm specializes in commercial real estate law, you can attend local chamber of commerce mixers to meet business owners and potential clients. Even if you don’t meet someone who needs your services, they may know someone who does.

Step 11: Provide Excellent Client Service

The client experience refers to the whole of your interaction, from the first email to the last. It’s not just how confident you are in court—it’s how warm and comforting you are during lawyer-client interviews. It’s also not whether you won them a big settlement (though that’s never going to hurt). It’s whether you make settling the bill easy by having a variety of ways to accept payments.

Going Above and Beyond to Get More Clients

To attract clients as a lawyer, focus on identifying your niche, optimizing online channels, and building strong relationships. While some strategies take time to implement, you can immediately enhance your client experience. Tools like LawPay can streamline your operations, allowing you to dedicate more time to exceeding client expectations. Schedule a LawPay demo to see how it can benefit your firm.