New attorneys and even seasoned practitioners constantly redefine how to get clients as a lawyer. Solo lawyers building their first book of business or lawyers part of a mid-size firm are continually seeking new strategies to grow.

Some rely on referrals or hope ads with high ad spend will deliver. The attorneys who win consistently use a blend of traditional networking and modern digital strategies to stay visible and differentiate themselves.

This guide shows you four separate acquisition channels and how to use each one effectively, while also giving insight into the common mistakes attorneys make to attract these new clients.

Why You Need More Than Word of Mouth

There were more than 1.3 million active lawyers in the United States in 2024, according to the ABA (American Bar Association). This means competition is strong when clients are looking for representation.

Although referrals are still valuable, answering the question of “how to get clients as a lawyer” becomes more complex when you look at the way people start their search. According to Clio, over 37% of clients now find their attorney through online search rather than a personal recommendation. Among younger demographics, that percentage is even higher.

Referrals can help build a firm, but they’re inconsistent. For lawyers just starting, referrals can also be difficult to come by. You can’t control when or how often they come, and they rarely deliver the “ideal” client in your niche or geography.

Instead, view referrals as one piece of how to get clients as a lawyer. SEO, reviews, content, and advertising work individually – and powerfully together – so you control your pipeline rather than waiting for others to fill it. 

First, we’ll look at SEO.

1. Be Seen First with Local and Niche SEO

You want to be at the top of search engine rankings. That’s how potential clients will find you, especially in their time of need. They’re looking for representation fast and in the moment. 

When someone searches “divorce lawyer in Chicago” or “immigration attorney near me,” you want to appear at the top and not buried on page three. 

That’s how SEO (Search Engine Optimization) works, and it’s step one in how to get clients as a lawyer. Strong SEO drives high-intent leads directly to you even outside of working hours. 

Here’s how to get clients as a lawyer using an effective SEO plan:

  • Optimize your Google Business Profile (GBP): This is often the first thing a prospect sees in local search results. Fill it out completely with accurate contact details, business hours, legal categories, and professional photos. 

A polished GBP also increases your chances of appearing in the coveted “map pack”, a high-visibility section above organic results.

  • Target niche and location-specific keywords: Broad, competitive terms like “lawyer near me” are hard to rank for. The chances of appearing at the top of results diminish with strong keyword competition.

Focus on phrases that reflect what your ideal clients actually type, such as “estate planning attorney Dallas” or “criminal defense lawyer in Phoenix.” These long-tail keywords have lower competition and higher conversion rates.

  • Build dedicated service pages: Every practice area should have its own optimized page that clearly explains your expertise and services. For example, instead of lumping everything onto a single “services” page, create distinct pages for divorce, bankruptcy, personal injury, and so on. Each page is tailored to specific client needs and keywords. This also helps build immediate trust with your potential client because they see you’re specialized and trust you know how to help them.
  • Write content that answers real client questions: Blog posts like “What happens at a child custody hearing?” or “How long do I have to file a personal injury claim?” address client concerns directly and improve your site’s authority in search engines.
  • Earn backlinks from trusted directories and websites: Being listed on reputable platforms like Justia, Avvo, and your state’s bar association strengthens your credibility and signals to Google that your site is trustworthy.
  • Make your website fast and mobile-friendly. More than half of legal searches happen on mobile devices. If your site is slow or hard to navigate on a phone, prospects will move on. Google may rank you lower as a result.

SEO is a crucial first step in maintaining a consistent hold on how to get clients as a lawyer. Being able to be seen first, with trust and authority, gives potential clients easy access to your services. Next, we’ll look at content creation.

2. Build Authority With Client-Centered Content

Content marketing gives your firm or solo practice the opportunity to showcase three key points: showing expertise, building credibility, and answering the exact questions potential clients have. Addressing these concerns early on in the process gives them peace of mind that you’re an expert and authority as a lawyer.

It shows you have the solution to their problem.

Content is often the first impression a client has of your firm. Done right, it demonstrates that you understand their situation and that you’re the right attorney to help. 

Here’s how to get clients as a lawyer using content strategically:

Write about specific client concerns in their voice. Clients aren’t searching for law school-level explanations of tort reform. They’re asking, “Do I need a lawyer for my first DUI?” or “How long do I have to file a personal injury claim in Florida?” Create blog posts, videos, and FAQs that directly answer these questions in clear, plain language. 

Showcase thought leadership in your niche. Establish your expertise by publishing in-depth guides, white papers, or even hosting webinars on your specialty. For example, if you’re a family lawyer, offer a downloadable guide on “Navigating Child Custody Hearings in California”.

Build local landing pages for each city or county you serve. If your firm operates in multiple locations, don’t force clients from Tampa to wade through content written for Orlando. Create location-specific pages. Each should be tailored to the concerns, laws, and search behavior of clients in that market.

Repurpose long-form content across multiple channels. A detailed blog post can become several LinkedIn posts, a short YouTube video, an email newsletter, and even an Instagram carousel. Clients engage differently across platforms, and repurposing ensures your message reaches them where they are and how they’re thinking.

Use structured data (schema markup) to help search engines showcase your content. Marking up your FAQ pages, blog articles, and contact info with schema helps Google display rich snippets, which makes your firm stand out in search results.

Feature client success stories. Sharing anonymous case studies or testimonials helps demonstrate your track record without violating confidentiality. Real stories about how you helped someone in a similar situation resonate more than general claims.

Content speaking directly to client needs builds trust and demonstrates expertise. Your content strategy should help you overcome the struggle of how to get clients as a lawyer by showcasing your authority in the areas you practice and helping to cultivate a relationship with readers and viewers.

Diving a bit further into another strategy for how to get clients as a lawyer, we’ll talk about Google Ads and how to use them.

3. Drive Leads With Targeted Google Ads

While SEO and content build visibility over time, Google Ads (also called PPC or pay-per-click) allow you to appear at the top of search results almost immediately. 

The key to how to get clients as a lawyer using PPC is using your ad to convey the right message at the right time.

Here’s how to get clients as a lawyer using Google Ads effectively:

Start with the right intent keywords. Just like SEO, broad keywords attract unqualified clicks. Instead, target high-intent, urgent searches that signal someone is ready to hire:

  • “DUI lawyer available tonight”
  • “File bankruptcy today in [city]”
  • “Divorce lawyer free consultation”

Segment your campaigns. Many firms lump everything into a single campaign. That makes it impossible to know what’s working. Instead:

  • Create separate campaigns for each practice area (personal injury, criminal defense, family law).
  • Break down by geography if you serve multiple cities or counties.
  • Test ads tailored to specific demographics, if applicable (business owners vs. individuals).

This level of segmentation allows you to see which areas drive results, and then you can optimize accordingly. Double down on the winners and potentially rework the ads that didn’t perform so well.

Write ad copy that matches the searcher’s urgency. Generic ads don’t get the traction you’re looking for because they don’t have the focus to target someone with a specific issue. Focus your headlines and descriptions on benefits and action steps:

  • “Speak to a Local DUI Attorney Tonight and Get a Free Consultation”
  • “We Can Stop Foreclosure. Call Before 5 PM Today!”

Make it clear you understand their urgency and are ready to help now. This establishes an immediate baseline for trust.

Send traffic to specific, relevant landing pages. When people need help, they want to go directly to the resource to get that help. If your ad is about “child custody in Phoenix,” the landing page should be about your custody services in Phoenix and the resources to get in contact with you.

Enable call tracking and lead tracking. Many law firm leads come in via phone. Use unique phone numbers (with call-tracking software) to tie each call back to a specific ad. Also track form submissions, chat inquiries, and scheduled consultations.

Monitor and improve your Quality Score. Google assigns each ad a Quality Score based on relevance, landing page experience, and expected click-through rate. Higher scores lower your cost-per-click and improve your placement. You can improve your score by:

  • Tightening the connection between keywords, ads, and landing pages.
  • Writing compelling, specific ad copy.
  • Improving load speed and usability of landing pages.

Google Ads and PPC work together with your marketing strategy to drive immediate traffic right to relevant pages. Although a mix of each strategy is recommended, Google Ads cuts right to your potential clients and can give a measurable result. 

The last strategy we’ll talk about is using reviews to draw in more leads.

4. Turn Reviews Into Your Competitive Advantage

For many clients, the reputation they see online once they search is the reputation that sets the tone for how they view you. Reviews are often the deciding factor between calling your firm or clicking on the next listing. According to BrightLocal, 81% of people surveyed say they use Google to check out reviews before making a purchase.

The same mindset goes for potential clients. Your firm’s reviews affect your ability to get clients as a lawyer.

Positive reviews build credibility, improve your search rankings, and create social proof that reassures potential clients you can handle their case.

Here’s how to get clients as a lawyer by leveraging reviews:

  • Ask at the right time and make it easy: Timing matters. The best moment to ask for a review is immediately after delivering a good result, while the client’s gratitude is fresh. Automate follow-up emails or texts with a direct link to your Google Business Profile (or Avvo page) and simple instructions. Don’t leave it to chance.

    This is a potential example script: “We’re glad we could help you with your case. If you’re willing, would you mind sharing your experience? Here’s a quick link where you can leave a review. It only takes a minute and helps others find the help they need.”
  • Focus on Google, but also diversify: Google reviews are the most impactful because they directly affect local search rankings. But also encourage reviews on legal-specific platforms like Avvo and Justia. Many clients browse these directories before deciding who to call.
  • Respond to all reviews, even the negative ones: Prospects are reading your responses just as much as the review itself. For positive reviews, thank the client sincerely and reinforce the message. For negative reviews, acknowledge the feedback and, if appropriate, invite the person to contact you offline to resolve the issue.
  • Showcase reviews strategically: Show reviews on your website and marketing materials (with permission). Highlight specific outcomes or client emotions:
    • “They handled my DUI case quickly and got my charges reduced.”
    • “She made me feel calm and supported during a stressful custody battle.”
  • Monitor and measure your reputation: Set up Google Alerts for your firm’s name and track your reviews across platforms. If a negative review pops up, you can respond as soon as you can.

Reviews help to humanize your firm and give credit to your work. For clients going through a stressful legal situation, seeing that others were well-represented can persuade them to give you a call or check out your services further.

The Most Common Mistakes in Getting Clients

In the journey to figure out how to get clients as a lawyer, mistakes are bound to happen. As lawyers, your specialty is in our justice system and not marketing. 

Here are the most common pitfalls and how to avoid them:

  • Failing to follow up with leads quickly: When someone fills out a form, calls, or emails, they’re often reaching out to multiple firms at once. Even a few hours in response time can make the difference.
  • Spending money without tracking results: Running ads or paying for marketing services without measuring ROI is a fast way to burn through your budget. Always track which channels generate real clients so you can double down on what works and cut what doesn’t.
  • Ignoring online reputation: Some attorneys neglect reviews, thinking they don’t matter. Monitor your reviews regularly, ask satisfied clients for feedback, and respond professionally to reviews that aren’t five stars.
  • Trying to market to everyone: Being “a lawyer for everyone” makes it hard for clients to see why they should choose you. Instead, focus on the practice areas, locations, and client types you serve best. Niche messaging resonates more strongly and positions you as an expert rather than a generalist.
  • Neglecting your website: Outdated websites with broken links, missing information, or a poor mobile experience turn potential clients away. Your website is often your first impression.

The four strategies discussed in this guide – SEO, Content Creation, Google Ads, and Reviews – work to make your services more visible and to get in front of the right audience with specific messaging. But each has their room for error.

FirmPilot helps lawyers and firms of all sizes stay ahead of these mistakes by showing you exactly what’s working and what isn’t. You get a clear view of which strategies bring in real, qualified clients. The software is designed to keep your marketing focused, measurable, and aligned with your goals.

How FirmPilot Helps Lawyers with Their Marketing Strategy

Creating a full-fledged marketing strategy takes considerable effort. Executing SEO, producing meaningful content, managing reviews, and running targeted ads requires expertise, consistency, and time. For most lawyers, it’s a challenge to keep up with all of it and then optimize each channel to what’s driving results.

FirmPilot helps by bringing these efforts together into one coordinated strategy. Instead of trying to juggle multiple vendors or guess what’s working, you get a focused approach tailored to how legal clients actually search and choose attorneys online.

Here’s how FirmPilot supports firms and lawyers:

  • Handles technical and ongoing SEO updates so your firm stays visible for the right searches in your practice areas and location.
  • Creates clear, client-centered content across Facebook, Instagram, LinkedIn, and Twitter that speaks directly to the questions and concerns potential clients have.
  • Structures and monitors Google Ads campaigns to reach clients who are actively looking for legal help, with data to track which ads lead to real cases.
  • Helps you build and maintain a credible online reputation by managing reviews across key platforms and showing you where improvements are needed.

FirmPilot lets you keep your focus on practicing law while keeping your marketing plan backed by data with measurable results.

Develop a Thorough Marketing Plan with FirmPilot

FirmPilot delivers measurable results on digital marketing campaigns so you know what’s working and what’s not. No guessing, just data-backed research and strategy.

The core of your strategy comes from being top-of-mind for your potential clients and showing them your expertise to build a trusting relationship at every touchpoint.

Book a free demo today to see how FirmPilot’s AI engine will help your entire team secure more clients and larger case volumes.

FAQ

How can I tell if my law firm marketing strategies are working?
FirmPilot uses Key Performance Indicators (KPIs) to determine the effectiveness of our strategy. What is the Click Through Rate? Are potential clients converting? Which ads are proving to show an ROI? Our team measures each part of your strategy so you’re getting results and not wasting your budget.

What’s the fastest way to get clients as a new lawyer?
Optimize your Google Business Profile, ask satisfied clients for reviews, and launch a targeted Google Ads campaign to capture immediate leads while you build your SEO foundation.

How do I know if my strategy is working?
Track calls, form submissions, cost-per-lead, and conversion rates. Platforms like FirmPilot make this easy with clear, actionable reporting.

Is digital marketing necessary for lawyers today?
Absolutely. Even referred clients research you online first. A strong, visible digital presence improves both trust and conversions.