law firm lead generationLawyers and law firms are increasingly turning to the online world for lead generation. Luckily, there are many ways to acquire leads quickly and effectively online.

The following eight lead generation tactics can be used by law firms of all sizes and practice areas. The key is to test and modify to make them work for your target audience.

Here are eight foolproof ways to generate more website leads for your law firm:

1. Optimize your web page layouts for conversions

All your online lead generation efforts must start with your website. It’s no good generating traffic to your site if those visitors then decide to leave without taking action. There are certain best practices that all of the pages on your website should follow in order to maximize your visitor to lead ratio:

  • Use simple language instead of over-complicating your copy.
  • Make your copy visually appealing by laying it out in bullets and shorter paragraphs.
  • Use a judicious mix of images and videos.
  • Keep the page brief, and prioritize value over length.
  • Place prominent call-to-actions (CTAs) above the fold.

2. Use heatmaps to pinpoint conversion barriers on your website

Website heatmaps are a popular conversion optimization tool. They gather all the data on how visitors behave on your site and help you make informed optimization decisions. They eliminate the confusion caused by numbers and represent data in an easy-to-understand manner. Heatmaps can report on:

  • Whether or not clear friction points exist. For instance, site elements that seem to be clickable but are actually static.
  • How visitors interact with calls-to-action.
  • Which areas visitors interact with the most, as well as which page elements prevent them from following the conversion path.

3. Personalize your calls-to-action with dynamic CTAs

Call-to-actions (CTAs) are a tool used to prompt your visitors, leads, and clients to take action. For instance, encouraging users to “subscribe now” or “download now”. 

CTAs used to be the same for every visitor that clicks to your site. Now, user data is constantly being collected and is transforming the way we utilize call-to-actions. Law firms can pinpoint a visitor’s location, browsing history, whether they’re already a client or a lead, and much more. This information can then be used to serve varying CTAs to website visitors, called dynamic or “smart” CTAs. Dynamic CTAs work just like regular CTAs, except for one major difference: the ability to dynamically change the text based on the type of user who is viewing it. According to HubSpot research, personalized calls to action convert 202% better.

4. Offer gated lead magnets throughout your website

A lead magnet is something of value that you offer to your website visitors for free, in exchange for their contact information. Lead magnets are pieces of digital, downloadable content, such as a free PDF checklist, eBook, whitepaper, survey, etc. The main purpose of a lead magnet is to convert an unknown reader into a point of contact that you can market to in the future. As for the download form, make sure you request only essential details, as not to make the visitor feel like they’re filling out a long application. You can promote your gated content multiple ways as pop-ups on your website or as calls-to-action (CTAs) within your blog posts.

5. Promote gated lead magnets on social media

Promoting gated content on social media is one of the easiest ways to generate leads for your law firm. Social media is a great megaphone to get your content out in the world, and by developing posts that direct to landing pages where prospects are prompted to fill out a form, you can generate new leads and nurture existing ones in your marketing database.

6. Host webinars

Webinars are a great opportunity to generate more leads for your law firm. Webinars are to online lead generation what conferences and events are to offline lead generation. In order to attend your webinar, people must submit their contact information during the registration process. A successful lead generating webinar all comes down to picking a timely and unique topic that your target audience is interested in, getting the right presenters on board, and effectively promoting it.

7. Set up a lead generation campaign on Google Ads and personalize your ad to match search intent

With Google Ads, you can instantly appear on page one and be in front of prospects who are searching for your solution to their problem. And in order to increase the likelihood of generating leads even further, you can use dynamic keyword insertion (DKI) to customize an ad to a searcher’s search query. People are much more likely to click on a headline that reflects more closely what they were searching for.

For example, you can have a Google Ad Group for your personal injury firm that includes keywords such as: car accidents, construction accidents, and slip and falls. With dynamic keyword insertion, you can show people who search for “car accidents” the words car accidents, people who search for “construction accidents” that phrase, and so on, in the ad text itself.

8. Create remarketing campaigns to keep website visitors engaged until they convert into leads

If you have strong site traffic, but aren’t seeing the conversion rates you’d like, remarketing (also referred to as retargeting) can help. Oftentimes, people don’t fill out a lead form on their first visit. But that doesn’t mean they’re not interested, it just means they’re not ready. By serving display ads to this highly qualified audience, you keep your law firm top of mind and create additional opportunities for conversions.


These are just some of the most effective lead generation techniques for law firms. The truth is, what will work best for you depends on the individual factors of your practice. Whichever method you choose, never stop looking for leads, even if business is booming.

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

Updated and republished from September 2020.

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