Online Lead Generation for Law FirmsWe are living in a digital-first world. Like traditional lead generation, the new model is founded on demonstrating expertise and building trusting relationships — but these goals are accomplished online. While online marketing will continue to evolve, here are 3 proven lead generation techniques that are working for law firms today.

There is no shortage of digital strategies that can help bring leads in for your firm, but the most effective tend to fall under these umbrellas. 

3 Important Online Lead Generation Tactics for Law Firms

Search Engine Optimization (SEO) 

Over 80% of people search for a product or service online. When people have any kind of legal issue – whether or not they have decided they need a lawyer – they tend to turn to the internet for answers. The internet is particularly important for people with legal troubles, as it’s anonymous. 

Your best bet is to make sure that your law firm’s website is visible to as many of those people as possible. Search engine optimization is a science all its own (that’s why we have an entire webinar presentation dedicated to it: SEO Basics in an Hour), but the main components you need to understand are as follows. Following these crucial steps can help you rank on page 1 of Google: 

  • Researching and then implementing relevant keywords in your content
  • Making your website mobile friendly (and responsive, if possible)
  • Enhancing your site’s speed and improving navigation
  • Decreasing your bounce rate

Related: An SEO Checklist for Law Firms

Education Marketing

You’ll also hear this form of marketing referred to as content marketing. No matter what you call it, it’s about educating and informing people through the content that you create and share. Content marketing is really the backbone of a law firm’s online lead generation strategy.

Just like we mentioned above, when people have legal questions they are looking for answers. If you can provide these answers and solutions, you are not only positioning yourself as a trusted resource, you are bringing in new traffic to your website or blog. Eventually they may reach out to you with more questions or to gain clarity on something they read. In this way, you’ll be top of mind when they do need to secure legal representation. 

Keep in mind that what people are truly looking for and reading is articles or blog content – not necessarily web pages. Items that researchers will find valuable are how-to guides, question-and-answer sessions, checklists, etc. While it’s important to have a fully developed website with practice area descriptions, don’t neglect a “resources” section where you provide plenty of non-salesy, helpful information. Creating a blog is also a critical part of a smart content strategy. 

Social Media Marketing

No marketing strategy is complete without social media. Social media is arguably the most important platform for sharing information (next to the internet). Harness its power by using social to stay top-of-mind for billions of users who may one day need a lawyer. 

Most social media platforms offer both paid and free ways to promote your firm. Paid advertising on social media allows for very specific targeting and precise control of your budget. Even if you don’t want to start out with paid campaigns, you should be present and active on social media – it’s today’s word-of-mouth! 

It’s also great to be consistently active on social media, because you never know: something you’ve posted could be reaching someone on social at just the right time. Perhaps seeing what you post will remind someone that they have a legal issue hanging over their head, or that it’s time for them to take care of something they’ve been putting off. The more you can gain followers and drive engagement, the wider the audience you’ll reach. 


Though these are three separate strategies, the truth is that they all center on one objective: gaining more visibility. Using these tactics will help to ensure that your law firm gets found online, and that you’re properly positioned to generate a real lead from new traffic. Make sure you’re following our blog for all things SEO and website visibility. Our experts regularly share online lead generation tactics and strategies that can help your law firm.

Let us help you determine what online lead generation methods work best for your law firm. Contact us today to learn more about how we can help you generate more leads.