How to Get Clients as a Lawyer in 2024

How to Get Clients as a LawyerAcquiring new clients used to be solely from word-of-mouth and referrals. A Clio report revealed that as of 2019, 59% of clients still lean on referrals from trusted sources like friends and family.

In contrast, 57% search for a lawyer on their own using other means, indicating a shift toward independent client research.

Then there’s the 16% of prospects who utilize both referrals and independent searches, highlighting the evolving and multifaceted nature of client acquisition in 2024.

This blend of old and new shows the pivotal change in how legal services are sought and found, making it crucial for lawyers and law firms to adapt. The modern attorney can’t just rely on referrals and must also take advantage of digital marketing, ensuring their services are visible where potential clients are increasingly looking: online.

In this article, we’ll go over both traditional and digital marketing methods for law firms and give advice on how to combine the two for the best approach.

Traditional Marketing Methods for Lawyers

Traditional marketing methods still have a place in law firm marketing.

These methods, rooted in personal interaction and community presence, can complement your online efforts and, in many cases, bring in just as many leads.

Referrals and Networking

Referrals have long been the lifeblood of legal practice growth. And it still has a place — referrals tend to be some of the highest-quality leads you can get.

However, building a robust referral network requires active engagement with professional peers and consistent community involvement, making it one of the more time-consuming methods of acquiring clients.

Tips for nurturing this network include:

  • Regularly attending and participating in local bar association events.
  • Setting up mutual referral agreements with non-competing firms or professionals in related fields (e.g., accountants, real estate agents).
  • Offering value through educational content or workshops for peers.

Public Speaking and Seminars

Public speaking and hosting seminars are powerful tools to showcase your expertise and connect directly with potential clients.

Strategies include:

  • Organizing free legal advice seminars on topics of broad interest within your specialization.
  • Offering to speak at industry conferences, local community events, or educational institutions.
  • Utilizing these platforms to address common legal issues, providing valuable insights while subtly promoting your services.

Print Advertising

Despite the digital age, print advertising in local newspapers, magazines, and community bulletins remains effective for reaching certain demographics.

Creating impactful print ads involves:

  • Focusing on the unique selling proposition of your legal services.
  • Crafting clear, compelling messages that resonate with your target audience.
  • Including a strong call-to-action that encourages potential clients to contact your firm.

Direct Mail Campaigns

Personalized direct mail can cut through the digital clutter to reach potential clients tangibly.

Effective direct mail strategies include:

  • Segmenting your mailing list to target specific demographics or legal needs.
  • Designing personalized letters or postcards that address the recipient’s potential legal concerns.
  • Including a clear, easy-to-follow call-to-action, such as a free consultation offer.

Community Involvement

Active participation in community events and volunteer work can significantly boost your firm’s local visibility and reputation.

Ways to leverage community involvement include:

  • Sponsoring local sports teams, charity events, or cultural festivals.
  • Offering pro bono legal services to underserved segments of the community.
  • Joining local boards or committees that align with your personal and professional values.

Client Results

Trey Porter Law is a leading criminal defense firm in San Antonio, Texas.

The firm focuses on DWI, DUI, and public intoxication defense. JurisPage was approached to support the firm with a new website design and a comprehensive Search Engine Optimization (SEO) campaign to generate higher visibility in Google’s search results and attract sales leads and inquiries.

The results are #1 rankings for the most competitive DWI terms in the San Antonio market.

The #1 keyword rankings include “San Antonio DWI Attorney,” “San Antonio DWI Lawyer,” and “San Antonio Public Intoxication Attorney.” Through the implementation of an SEO campaign, the firm has increased its monthly traffic by over 800%.

san antonio dwi defense

Digital Marketing Methods for Lawyers

As the legal industry becomes increasingly competitive, embracing digital marketing is essential for lawyers looking to grow their practice. These strategies not only enhance online visibility but also connect directly with clients in need of legal services.

High-Performance Website

A lawyer’s website is often the first impression potential clients have of your firm, making its design and functionality critical.


It’s often the first time a prospect is engaging with your law firm, so it pays to invest in your website to make a positive first impression. Because if someone doesn’t like what they see in the first couple of seconds, they’ll quickly leave your page and head to a competitor.

Just remember: your website is the hub of all of your marketing. Your SEO and PPC all lead to your website.

Key features include:

  • Mobile Responsiveness: Ensuring your site is accessible and navigable on all devices, reflecting the growing trend of mobile searches.
  • Professional Design: A clean, professional aesthetic that conveys trustworthiness and expertise.
  • User-Friendly Navigation: Easy access to information about your services, attorney profiles, and contact details.
  • Strong Call-to-Action (CTA): Clear prompts that guide visitors towards taking the next step, such as scheduling a consultation.

Search Engine Optimization (SEO)

SEO is vital for making your firm more visible on search engines, drawing clients who are actively seeking legal assistance. SEO involves making your website more appealing to Google and to visitors in an effort to appear higher on Google’s search engine results page (SERP).

And the truth is that if your website is anywhere below the top five or so results, you won’t attract much organic traffic. After all, number one result on Google gets 27.6% of all clicks.

So, it’s worth it to invest in SEO. And if you don’t want to do it yourself, there are many law firm marketing agencies out there (including us!) that can help.

Effective techniques include:

  • Keyword Research: The foundation of any successful SEO strategy involves identifying and targeting specific search terms that potential clients use when looking for legal services. This gets your website appearing for relevant queries.
  • On-Page Optimization: This refers to the various SEO strategies applied directly to your website to improve its ranking in search results. It includes optimizing your content and HTML (title tags, meta descriptions, and header tags, for example) to make your site more attractive to search engines.
  • Local SEO: For law firms, local visibility is paramount. Optimizing your website for local search queries can significantly increase your visibility to potential clients in your vicinity. This includes claiming your Google Business Profile listing, getting listed in local directories, and incorporating location-specific keywords into your site’s content.

Content Marketing

Content marketing goes hand-in-hand with both SEO and lead generation. It allows you to demonstrate your expertise and address potential clients’ questions and concerns.

By creating a wealth of useful content that is actually informative and helps your audience, you can boost both your brand awareness and your SEO.

This can be achieved through:

  • Informative Blog Posts: Covering topics relevant to your practice areas and the interests of your potential clients.
  • Articles and Guides: Offering deeper insights into specific legal issues or processes.
  • Video Content: Engaging users who prefer video over text for information consumption.

Social Media Engagement

Social media platforms, particularly LinkedIn for professionals, offer a valuable channel for building relationships and showcasing expertise.

Strategies include:

  • Regular Posting: Sharing updates, articles, and legal insights to keep your network engaged.
  • Community Participation: Engaging in relevant groups or discussions to elevate your visibility and authority.
  • Professional Branding: Ensuring your profiles are up-to-date and reflect your firm’s professionalism.

Pay-Per-Click (PPC) Advertising

PPC campaigns can quickly drive targeted traffic to your website, positioning your services in front of those seeking legal assistance.

Key considerations involve:

  • Selecting the Right Keywords: Bidding on terms that potential clients are likely to use when searching for legal services.
  • Crafting Compelling Ad Copy: Creating ads that clearly articulate the value proposition of your services.
  • Optimizing Landing Pages: Designing landing pages that convert visitors into leads or clients.

Reputation Management and Reviews

In the digital age, your online reputation can significantly impact your firm’s ability to attract new clients.

Effective reputation management involves:

  • Monitoring Online Reviews: Keeping an eye on reviews across platforms like Google Business Profile, Yelp, and Avvo.
  • Encouraging Satisfied Clients to Leave Positive Reviews: A proactive approach can help build a strong base of positive feedback.
  • Addressing Negative Reviews Diplomatically: Responding professionally to criticism can mitigate potential damage to your reputation.

Bring In More Leads to Your Law Firm with Strategic Marketing

Investing in marketing, both digital and traditional, is the best way for a law firm to thrive in 2024.

These two marketing philosophies, while some may argue they are juxtaposed, actually complement each other. Traditional and digital marketing attract different audiences, expanding your law firm’s reach.

It’s up to you, or the law firm marketing agency you hire, to determine exactly what tactics you’ll implement.  Seeking expert assistance with your law firm’s digital marketing? Reach out to us today.