The success of any venture depends on the number and activity of its customers. Law firms are no exception. Regardless of your experience and currently available budget, you can keep your business afloat only if clients regularly order your services. To stay ahead in the industry, study the best promotional practices and adopt those that suit you best. 

The first steps to building a solid client base are the most challenging. Every aspiring law school graduate asks, “How do lawyers find clients?” and wonders how to grow a successful business with limited resources. 

Patience and perseverance are key. A legal career cannot be built overnight. It takes years to expand your influence by acquiring useful contacts and a loyal clientele. 

Even after a decade of hard work, you will not be able to rest on your laurels. Well-established specialists are constantly concerned about how to get new clients for their law firm. The market for legal services is highly competitive today, just like any other. If you fail to properly care for your clients, they will opt for more attentive and agile competitors. 

High-end legal services imply building strong interpersonal relationships with your clients, showing that you are genuinely interested in their wellfare and doing your best to protect them from litigation hardships. 

You cannot afford to simply sit back and rake in profits. Effectively promoting your business to new clients is an ongoing necessity. 

The article below provides straightforward and well-proven tips on how to get more clients as a lawyer. Continue reading to arm yourself with effective marketing tools and tactics. 

Find Your Niche 

People are not looking for a lawyer in general. They need a specialist who is knowledgeable in a particular niche. Most attorneys already have a specialty in mind when they graduate law school and pass the bar. Once you decide on a specialty, you can narrow it down even more. For example, if you are an immigration lawyer, you may want to choose a specific ethnic population, or specialize in undocumented immigrants. If you are a family lawyer, you can specialize in divorce, child support, adoption, or other family-related areas. The main thing is to let potential clients know what you have to offer. 

Advertise to Friends and Family

An aspiring solo attorney may wonder how to get clients without investing tons of money in advertising. Use word of mouth as your first promotional tool. It is absolutely free and mega effective, since people are often guided by recommendations from acquaintances when choosing a legal representative. 

Notify all your friends and relatives that you are launching your own law firm or working as an independent attorney. If someone they know needs legal assistance, your friends and family are highly likely to recommend you. 

Leverage the Power of Networking 

Building niche authority and establishing strong relationships with prospective clients takes time and effort, but relationship-building is foundational building a large client base. Strong professional networks help lawyers get a foot in the door so they can attract new clients. You can network both online and offline, using a variety of effective tools and popular platforms. 

Of course, not everyone you contact will need your services. The more prospects you reach, the more you will turn into clients. 

Prepare well-designed business cards and always carry them with you. Be friendly and sociable, make small talk and mention that you are a lawyer, and offer your business card to prospective clients. 

Small-scale communication may seem a waste of time, but it will pay off in the long run.  People will think of you, find your business card, and ask for help. 

The Internet provides immense networking opportunities. Take advantage of helpful platforms like Most of them are free, have easy registration rules, and provide a favorable environment for growing your clientele. Regularly communicate in niche groups, project an image of expertise, and lend a helping hand to community members who need legal support. 

Collaborate With Fellow Experts

Other lawyers are not necessarily your rivals. You can help each other, especially if you work in different niches and your interests do not intersect. 

If you specialize in family law and have a client with a car accident lawsuit, it makes sense to refer them to someone in your professional network who specializes in traffic law. Your colleague will most likely reciprocate by referring family law clients to you. 

Promote Your Legal Firm Online

Today, most people seek answers to legal questions on the Internet. Do not miss your opportunity to reach them online. 

Since advertising your company on all available mediums may be costly and tedious, you should select platforms that accommodate the largest number of potential clients. 

Users seek legal information and services through platforms such as:

  • Search engines
  • YouTube
  • Pay-per-click (PPC) advertisements
  • Google maps
  • Niche business directories
  • Social media platforms like Facebook and Linkedin


Your company website should showcase comprehensive information about your services, merits, and professional background. Adapt it to different devices (PCs, smartphones, tablets, etc.) and create an intuitive interface. Also, be sure to provide the correct contact information and feedback forms.

Since most of your competitors already have well-developed websites, it will be an uphill battle to outrun them and climb to the first page in search. Tap into SEO (search engine optimization) to make your content more attractive for both users and search robots.

The variety of SEO tactics that digital marketers use today can be divided into two categories: on-site SEO and off-site SEO. 

On-Site SEO

On-site SEO deals with the content published on your website, and focuses on improving its usability and tech parameters. Strong keywords, clean code and long view times signal search engines that your online platform is devoid of bugs, easy to use, and provides valuable information that accurately matches search intent. 

In the course of keyword research and selection, focus on you area of specialty and target locations where you plan to sell your services. For example, keywords sending brief and precise signals to search engines may sound like this: divorce lawyer in NYC, DUI attorney in Washington, medical malpractice law firm in Arizona, etc.

Search robots do not treat all your content equally. They are most sensitive to titles, headers, meta descriptions, URLs, and image alt tags. Therefore, it makes sense to use the most popular keywords in these elements. 

If you need deeper insight into the best on-site SEO practices, check out this article.

Off-Site SEO

It is not enough to launch a five-star website. You should also extend your influence to other resources to enhance your reputation and show search engines that your firm is respected and talked about. 

Boost your backlink profile by pitching high-end articles to contributor platforms, participating in affiliate programs, discussing legal issues on niche forums, and organically embedding links in your content. 

It is important to preserve a sense of proportion and not slide into awkward and intrusive spamming. Even in the pursuit of advertising goals, you should keep all your messages meaningful and useful to readers.

Social Media and Blogging

Blogging and SMM are cost-efficient and well-proven ways to reach your target audience and build strong customer-brand relationships. Regularly add useful content to your blog and announce each publication on social media. Experiment with different formats: articles, case studies, infographics, videos, podcasts, etc. 

Prospective clients will appreciate your openness, sociability and desire to simplify their lives by providing helpful tips. Understanding that you work transparently and have nothing to hide, they will show more trust and follow you without hesitation. 

Select topics for publications based on your prospects’ concerns and questions. For example, titles like “Tips for Getting the Highest Settlement in Court” or “How to Recover after Medical Malpractice” are sure to attract users’ attention. Include calls to action in every article, such as “Contact us for an individual consultation.” 

Pay-Per-Click (PPC) Ads

A well-thought-out PPC campaign will help you attract clients interested in your services and expand your clientele. Use Google AdWords to display your ads to your target audience. Follow the instructions on configuring contextual advertising provided in this detailed guide by Google.

Whether you set up ads on your own or delegate this task to a digital marketing agency, answer the following questions:

  • What revenue will each new client bring me?
  • How much can I afford to spend to attract each new client?

Obviously, you should seek to gain more than you invest. 

When selecting keywords, be guided by the same principles as with SEO: the specialty and location of your firm. 


The demand for legal services is not as stable as demands for food, fashion, beauty and many other items and services. Clients requiring your services today may solve all their legal issues tomorrow and never contact you again. In the same way, people with no legal problems today may file a lawsuit and seek legal support tomorrow. 

You may have high traffic and low conversion rates due to the fact that people visit your website at the wrong moment. To help fix this, remind prospective clients about your services from time to time, until the need arises for them to call you. 

Use remarketing. This tactic boils down to displaying banner ads on different resources to users who have visited your website at least once, in order to keep them constantly engaged with your brand. 

Business Directories

People use directories to reduce search time and avoid stumbling upon unscrupulous firms. Registering your venture in niche listings puts you in the mix with market leaders and makes it much easier for clients to find you. 

Add your company to Google maps. This article provides helpful tips on how to create a brilliant GM profile.  Also, be sure to register in local listings. 

Following are the key benefits of including directory marketing in your general promotional campaign:

  1. High rankings. Google trusts directories. The mindset is that only the best of the best get in listings. Also, the search engine aims to most accurately interpret and fully satisfy users’ search intent. When somebody is looking for a legal firm, Google shows those enterprises that position themselves as such. You should clearly announce your specialty to the world by registering in an appropriate directory. 
  2. Better visibility. When people want to buy a new pair of jeans, they go to a clothing store. When they need a lawyer, they go to a legal directory. Feature your firm on the platforms most often visited by your prospects, to realize the best results for your marketing efforts. 
  3. Trustworthiness. Since directory administrators check the track record of companies wishing to enroll, people are prone to trust such platforms. Also, ratings and customer feedback simplify the decision-making process.

It is important to monitor the relevance of the information you provide in listings, especially contact data. If something changes on your website, be sure to update directory profiles. 

Opporty is an example of a business directory that can help you attract new clients and make useful contacts with niche experts. Register now to leverage all the advantages of our marketplace. 

Reviews and Reputation Management

When people have no one to ask for advice among their immediate circle, they turn to web users who have faced similar challenges, and read reviews on Google, Facebook and niche forums. Positive testimonials about your company will inspire them to enlist your support.

Ask your clients to post reviews in exchange for some incentive (discount, free consultation, etc.). Be ready for mixed reviews, mostly favorable, but also containing negative comments. Do not discard well-argued criticism. It can help you become a better specialist and turn your weaknesses into strengths. Show that you are doing your best to fix past mistakes and address clients’ needs more effectively. 

We hope this article helps you better understand how law firms get clients. Adopt the best practices provided here and watch you business grow.  

We invite you to register on the Opporty platform. In addition to attracting new clients and making useful contacts, you will be able to post your articles on the Opporty blog, projecting an image of expertise and improving your reputation.