Want to generate more leads from your law firm’s website? Here are five tips that will help you do just that.

Lawyers and law firms spend countless dollars on building and refining their websites. Yet too many legal professionals believe the common myth that once their website is up and running, obtaining new clients will be effortless. The fact is, increasing business development opportunities and leads involves more than just launching a website. If you merely build it, they will probably NOT come.

But don’t fret! Here are 5 easy steps sure to help you market your website so it turns into a lead generation machine.

1. Increase Visibility legal website marketing

Before potential clients can even consider working with your law firm, they must first find your website. Most legal professionals allocate a specific budget to upgrade their website, but if no one is visiting your site, it’s not going to generate any leads for your practice.

Search Engine Optimization (SEO) offers the best path forward when you seek to increase traffic to your firm’s website. This means setting up your web pages in a certain manner or format to increase search visibility and improve the ranking of your keywords in search engines. Use keywords that apply to your target audience in order to show up on search results. 

For more secrets on how to increase visibility through SEO strategies, download our complimentary eBook, SEO for Law Firm Websites.

2. Make Yourself Easy To Contact

Since prospective clients will be browsing through countless law firm websites to find the right fit, you need to make sure your site stands out. Make your firm easy to contact by having visible and updated information on site. To make sure you don’t miss any inquiries, we recommend setting up landing pages, chatbots, and contact notifications through CRMs tools like Hubspot

3. Prove That You Are A Credible Source 

A high-risk decision-making factor for many clients is trust. Though your website may claim that your firm has the expert legal knowledge they seek, you’ll still need to prove to prospective clients that you are THE best and most credible source of that information. 

Producing and posting informative podcasts, videos, and blogs on your website are all great ways to do so. Reviews, client testimonials, and case studies will also communicate to prospects the type of work you do and how you’ve been able to help others with similar legal issues.

4. Provide Your Clients With Value

What’s the secret to converting website visitors into leads? Providing enough value to keep them returning to your site.

When you offer client-centric content that’s educational and informative, you may be able to answer at least some of the questions prospects have before they even speak with you. Since you have already given them something of value, they’ll view you as a knowledgeable attorney and will be encouraged to reach out to you directly.

5. Offer a Lead Magnetlegal website marketing

Lead magnets – eBooks, whitepapers, checklists, reports, and similar digital products – help your potential clients solve a problem. To get the most out of your lead magnets, they should be “gated”, which means that the content is inaccessible unless a prospect first provides their information. 

When you offer valuable and timely lead magnets, visitors are usually happy to hand over their email addresses in exchange for a download. Once they’ve provided that information, you’ll be able to keep in touch with your prospective clients and begin the lead-nurturing process.

Webinars hosted by your law firm – both upcoming and on-demand – also make great lead magnets. Of course, you’ll also want to keep any webinar content gated, and only provide access in return for contact information.


Implement these 5 steps, and you’ll be well on your way to transforming your law firm’s website into a lead-generating machine. Once you begin to boost visibility, build trust, offer lead magnets, and make it easy for the client to contact your firm, your qualified leads should start trending upwards.

We’ve helped many law firms and businesses in the legal industry improve their websites and attract the qualified leads they need to grow. If you’ve spent time and money on your site, but are still frustrated by lackluster results, Contact us to learn more.

This post has been edited and republished from Nov. 3, 2020.

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