law firm content marketing

Lead Generation for Lawyers: The Best Campaigns for Every Channel

by Kevin Vermeulen • November 29th, 2023 • Legal Marketing | Blog

lead generation for lawyersLead generation for lawyers is one of the most important things you can spend time on. There’s no one-size-fits-all approach. Instead, savvy marketers will create a strategy based on proven channels and an effective combination of tactics. Here are some ideas around important lead generation channels for law firms and lawyers. This breakdown will focus on social media, PPC, blogging, and email.

Lead Generation for Lawyers

Social Media Lead Generation

Social media is an essential part of lead generation for lawyers. Depending on how you utilize social media, the costs can be very low compared to traditional media. Unlike the straightforward social media marketing that consumer industries can do, it’s a little more complicated for legal marketers. The main areas to focus on for lead generation are LinkedIn Ads and Facebook Ads. 

  • LinkedIn Ads – This is the go-to B2B social media channel and offers a lot of value when it comes to generating new leads. LinkedIn content tends to have higher engagement rates, but you need to focus on targeting the right audiences based on client personas and creating ads that have a newsworthy or topical angle. Additionally, it’s important to continuously test the CTAs, copy, and images in your ads. For a comprehensive overview of how to create successful LinkedIn Ads, check out this free eBook: The Law Firm Guide to LinkedIn Advertising eBook.
  • Facebook Lead Ads – These ads are designed to reach people in the world’s largest social media environment. Lead ads are effective because they allow B2B users to sign up for your offer in just two taps, without leaving the social network. They are also highly customizable and easy to target toward specific audiences. These lead ads should not replace your landing pages, though. While Facebook lead ads help you to capture leads within the social media site, unique landing pages are still necessary for capturing leads from organic search and PPC.

PPC Lead Generation Strategies

Pay-per-click methods work across a variety of paid platforms. The most popular are Google Adwords and Display Network. However, there are several other options including B2B directories or comparison sites, trade media display ads, social media advertising, and affiliate marketing. 

It’s important to remember that PPC complements your organic efforts – it shouldn’t replace them. Many high-value keywords display only PPC ads above the fold. That’s why it’s essential to focus on both effective PPC and thoughtful organic efforts. 

A well-rounded PPC strategy will include more than just Adwords. For example, in highly competitive spaces, it will be difficult to consistently bid high enough to beat all your competitors. In those instances, it’s helpful to have another lead source, such as law firm review directories. In particular, look for: 

  • Lead generation campaigns – A review site can lead directly to your landing pages and allow people to sign up for more information. 
  • Premium placement – If you can get listed among the most popular law firms, you’ll have a much better chance of turning viewers into leads. Find review sites and see what it will take to get listed as a top option. 
  • Industry awards – Third-party sites that recommend legal services often offer advice on “best of” firms. Making it to one of these lists will increase your chances of finding leads online. 
  • Google Local Services Ads – Capitalize on local searches by utilizing Google’s Local Services Ads, which prominently display your firm at the top of search results for relevant services, boosting your visibility and potential lead generation.

Lead Generation for Lawyers with Blogging

Blogging is the foundation of content marketing and is crucial for attracting and sustaining online engagement. There are several benefits of blogging, including driving traffic to your website, converting more traffic to leads, and creating client loyalty. Furthermore, content marketing has been shown to generate 3X the leads of traditional marketing methods. Which blog types are the most impactful? We suggest focusing on these blog types in order to generate leads: 

  • Authoritative posts – Areas that you are an expert in. 
  • Opinion pieces – Sharing insights, ideally backed by data. 
  • Original research – Create unique content designed to be consumed by your industry audience. 
  • How-to’s – Tips or tutorials that address common questions or help people to solve challenges. 
  • Trending content – Content centered on popular topics related to your business. 
  • Infographics – Becoming increasingly popular, these are information displayed in digestible visuals for easy consumption. 
  • Videos – Many people prefer to watch a video rather than read an article to learn new things. 
  • Case studies – Showcase successful outcomes and solutions you’ve provided for clients, providing real-world examples of your expertise and capabilities.

Email Marketing Lead Generation Strategies

Email is as relevant today as it ever was. It’s not as exciting as some other channels, but email can be the bridge between marketing automation and CRM. Having people opt-in is the beginning of a lead nurturing process that can secure clients. Furthermore, developments in AI, automated lead scoring, and predictive analytics make it easier to personalize emails and integrate communications into other channels. 

The factors to pay attention to in order to make the most of email as a strategy are: 

  • Value offer – First off, you must have something that people are willing to exchange their information for (such as a lead magnet). 
  • Landing page – This should include a clear offer of your lead magnet, a compelling CTA, appealing visuals, and a permission/opt-out statement. 
  • Email subject line – An essential part of email, subject lines should be concise and attention-getting. 
  • Segmentation – For more targeted messaging, divide your database into smaller lists based on different categories. 
  • Analytics – Run regular reporting in order to perform clean-up of your lists and optimize your tactics. 
  • Personalization – Tailor your emails based on customer behavior and preferences, using personalization tokens to insert individual names and other relevant information.

Lead Generation Best Practices

No matter which digital channel you’re using, there are some techniques that can help you to be effective. Use this checklist as you try new lead generation tactics. 

  1. Make sure you’re targeting the right audience. 
  2. Create lead magnets that will pique interest. 
  3. Explore and experiment with new lead generation channels. 
  4. Capture the most essential, basic information on lead generation forms 
  5. Segment leads and sort and score them. 
  6. Blog regularly and thoughtfully. 
  7. Integrate your organic and PPC efforts. 
  8. Benchmark conversion rates across channels. 
  9. Automate marketing efforts where possible. 
  10. Focus on mobile marketing for people with smartphones. 


Though the world of digital marketing is broad and ever-changing, lead generation for lawyers will always be an important area of focus. Try these tactics across the different channels to make sure your bases are covered and consult the list of best practices before executing on campaigns. If you need more support in developing online campaigns, talk to our team. Our digital marketing team will help you to start taking actionable steps that make sense for your firm. Contact us today for a free consultation.


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