In our increasingly digital world, consumer behaviors have shifted in virtually every industry and more noticeably–the legal industry. Many lawyers across the country are finding it more and more difficult to find quality leads for their law firms–and this is largely because people are searching for legal services differently than they had in the past.
So what can your law firm do about this?
People are searching for an attorney on the internet and on social media, and it’s more important than ever for you to place your law firm at the forefront of those online search results.
There are many legal marketing services available to get exclusive leads for lawyers and there are a number of attorney pay-per-lead websites to buy leads from.
Here we will discuss the myriad of ways how to get attorney leads using online search engines to your advantage and how to generate leads for law firms.
Table of Contents
- What is the best lead generation for lawyers services?
- Use Pay-Per-Lead Generation services for your law firm
- Top 10 Best Lead Generation Services for Lawyers
- Get More Lawyer Leads From Using Law Firm SEO Tactics
- Develop a Law Firm SEO Strategy for SEO Success
- Tips for Using SEO for Lawyer Leads
- PPC Advertising for Lawyer Leads
- Google Guaranteed for Lawyers
- Hire a Reputable Digital Marketing Expert With Experience in Law Firm SEO Services
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What IS the Best Lead Generation for Lawyers Services?
Your ultimate goal, of course, is to increase your law firm’s client base in a way that is both effective and economical. There are many attorney pay-per-lead options you can pursue in order to bring clients into your law firm when they are looking for the practice areas that your law firm provides.
You should take the time to review what your options are and determine which legal referral service–or, ideally, a combination–of the following is the right choice for your law firm’s marketing needs.
Use Pay-Per-Lead Generation Services for Your Law Firm
Generating leads for your law firm can definitely be an overwhelming process–there’s a lot of “selling” that needs to happen, and that isn’t necessarily a lawyer’s forte. One of the simplest steps you can take is to employ the services of a lawyer pay-per-lead generation referral site.
This is a simple solution–but it’s not without its pros and cons.
When you use a pay-per-lead or pay-per-call model, you get lawyer leads as long as you pay for them. Paying for lawyer leads is an excellent solution for law firms looking for an affordable option–you set your marketing budget, get X amount of leads for that budget, and those are your leads for the month. These legal referral sites are the best lead generation for lawyers options.
However, it may not be the most ideal solution for a larger law firm or a law firm that is looking for more steady growth.
If you want to start by paying per lead, here are the top ten pay-per-lead legal referral sites you can join online today according to EnchantingLawyer™ to get attorney leads right now:
Top 10 Best Lead Generation Services for Lawyers
- AVVO Lead Generation for Lawyers (Part of the Martindale Network)
- NOLO Lead Generation for Lawyers (Part of the Martindale Network)
- FindLaw Leads for Lawyers (Part of Thomson Reuters)
- Unbundled Attorney Leads
- Lawyers.com Leads for Lawyers (Part of the Martindale Network)
- LegalZoom Customer Leads for Lawyers
- 4LegalLeads Leads for Lawyers
- Thumbtack Lead Generation Services
- Lawyer.com Lead Generation Services
- LegalMatch Lead generation services
Just make sure you do your research before putting your law firm’s money into one of these attorney leads referral services. You need to understand that your “lead” will receive multiple consultations, so you’re paying for a Lawyer Lead Generation Service that goes to other attorneys. Because the lawyer leads come from a pool, you don’t necessarily have control over the quality leads that come to you each month. If you’re not already listed on these lead services sites, add your attorney profile now.
Get More Lawyer Leads From Using Law Firm SEO Tactics
Develop a Law Firm SEO Strategy for Leads
When it comes to generating attorney leads for your law firm, having a good Law Firm SEO strategy can be an excellent solution for more quality leads for your law firm in the organic search results. It’s a long-term strategy that can bring in quality leads for your law firm when done consistently and correctly.
For those that may not be familiar with the ins and outs of law firm SEO (Search Engine Optimization), it is the process that is used to make your website appear in the organic search rankings of the results on a search engine. This is done by effectively using keyword phrases on your law firm’s landing page while implementing a link-building strategy by earning high-quality authoritative links for your law firm’s website.
When done correctly, a good law firm SEO strategy can set your law firm up for long-term SEO success by generating organic lawyer leads that you don’t pay for. Using keyword phrases in your website’s title tag, meta description, SEO-friendly content, and a link-building strategy, will set you up as an authority in the legal industry.
Using press releases is link building tactic that generates links. If you have news to share, like winning an award or opening a new law firm, I recommend sending out a press release by using PR SEO services like 24-7pressrelease.com.
Press Release SEO is an effective strategy to gain a mix of “nofollow” and “dofollow” links. If a journalist finds your news event or services newsworthy, it may get picked up, and your link will show on their media sites which helps boost authority.
Using informational search intent keywords allows your site to show up on search engines when a potential client is searching for “how to set up a will,” so your firm can show up in the search results as a law firm that offers helpful and relevant advice–which is often what potential legal clients are looking for at the moment. Consider writing informative blog posts that answer your potential client’s questions on your site.
Once the SEO-friendly content on your landing page shows them that you understand what they need, these searchers often turn into quality leads for your law firm.
More Tips for Using SEO for Attorney Leads
If you choose to use SEO to generate lawyer leads for your law firm, there are certain types of keyword phrases that can help you capture potential clients when they are searching for the law services that you provide. Learn more about how local SEO works.
Keyword Research and Content Marketing Ideas for Lawyers
There are many SEO tools available that you can use to find the right keywords and content for your website. I like to use SEMrush and it is my best go-to tool.
Here’s an overview video:
Targeting Specialized Keywords Related to Your Practice Area
A good SEO strategy to help you show up in the search engine results is targeting specialized keywords your potential clients may be typing into Google. Here’s what it means when referring to specialized keyword strategies:
- Use location-specific keywords: potential clients are using queries like “attorneys near me” and other location-based searches to find an attorney closer to them. Use location-specific keywords, like “Jacksonville personal injury attorney.”
- Use keywords related to your practice area: I rarely see searches for exact match keywords such as “lawyers,” and there are far more searches for practice area related keywords such as “personal injury lawyer,” “divorce lawyer,” or “estate planning lawyer.” It would be wise to target keywords that focus on your practice areas.
- Use purchase-intent keywords: Purchase- or high-intent keywords users type in the search box when they are ready to hire an attorney. These keywords might look like “best personal attorney in Jacksonville,” so targeting and ranking for purchase-intent keywords will likely convert potential clients who are ready for a consultation.
If you’re looking for keyword ideas, I recommend that you use SEMrush’s Keyword Magic Tool since they have a massive amount of keyword data to choose from for your content.
PPC Advertising for Lawyer Leads
One of the most trusted and reliable sources for lead generation in virtually any industry is PPC advertising (Pay-Per-Click) where you only pay when someone clicks on your attorney advertising online.
Google Ads is a great way to instantly generate more lawyer leads from clients looking for your legal services.
This PPC advertising strategy uses the paid search feature on search engines in order to put your law firm in front of potential clients when they are searching for terms related to the legal services that your firm provides.
If you are not familiar with how this works, think about what you see when you view a search results page on Google or some other search engine. Generally, the top three or four results are “Ads” –in other words, these are the results that are generated from PPC marketing for lawyers.
The ads in search engine results generally occupy most of the “top” of a search engine results page. If you want your injury or divorce law firm to be seen by potential clients, this is the place to be. A quality PPC marketing campaign for your law firm can generate a steady stream of qualified leads.
When you implement a PPC strategy for your law firm or legal services, some of the same considerations for SEO will also apply. Your keyword strategy should include terms with location-specific modifiers and others that would incite some action—for example, bidding on keywords like “personal injury lawyer Jacksonville” and “divorce lawyers near me” will generate quality lawyer leads.
Additionally, the ads themselves should show what your law firm does and what sets you apart from your competition.
Google Guaranteed for Lawyers
Google Guaranteed for lawyers was recently added to the Google Local Services Ads linked to your Google My Business listing. This Google advertising program is a pay-per-lead cost rather than a pay-per-click cost.
Google Guaranteed features a Google Screened badge that you can get by passing the Google screening and qualification process. The badge is Google’s way of potentially steering leads towards trusted legal service providers and distinguishing lawyers as the more credible choice. The badge makes your listings stand out.
If Google Guaranteed backs you and your clients aren’t satisfied with the quality of your work, Google will reimburse your client up to the amount paid for the initial service, subject to a lifetime limit in the United States of up $2,000 based solely on Google’s discretion.
Local Services Ads helps you connect your Google My Business with potential lawyer leads looking for legal services in your area. Having positive reviews on Google is a ranking factor that helps boost your ad rankings in the sponsored results. Learn more about how Google thinks about SEO.
Your Online Reputation Matters: Get More Reviews!
No matter what kind of business you are in, your reputation online can make or break your bottom line. And you can’t buy your way into a good reputation.
The first step is ensuring that you provide your clients with as positive an experience as possible–that translates into good reviews and can bolster your online reputation.
But what do you do if you have a dissatisfied client?
This doesn’t necessarily mean that your online reputation goes right down the tubes. It’s all in how you handle it. If you receive an unfavorable review on an online review website, the best course of action is to respond to it in a kind, professional, and courteous way.
Give the reviewer the option to contact your team to further discuss their concerns.
Showing understanding and empathy in the face of a less-than-favorable review can work wonders in maintaining a good reputation online.
Getting positive reviews is as simple as asking for it. Develop an email marketing campaign reaching out to your satisfied clients for a review.
Pro tip: try including your review links to each of the legal review sites you’re listed in to make it easier for them to add their review.
Use Online Review Websites for Lawyer Lead Generation
One thing that hasn’t changed in the digital age is that people tend to trust those that they have “heard good things” about.
The only thing that’s changed is the way that people hear those good things. Instead of “the word on the street,” it’s more like “the word on online review websites.”
So how do you use this to your firm’s advantage?
If you want good legal leads online, you should have a robust and positive online review portfolio.
The first step, of course, is to ensure that you are providing your clients with top-notch service so that they will feel compelled to share their positive experiences on an online review site.
Apart from that, you can encourage your clients to leave reviews for your firm in a variety of places online.
- A review directly on your Google My Business page is of particular value. This appears when your location appears in the search results – and it’s an easy way for potential clients to see what you can do.
- Yelp is also a valuable online review website. Searchers are accustomed to using Yelp for everything – from restaurant reviews to contractor reviews to lawyer reviews.
- There are also law-specific online review websites such as AVVO, FindLaw, or Lawyers.com. These review websites are extremely focused on those looking specifically for law services, so a good review here can go a long way toward bringing qualified leads to your law firm.
Hire a Reputable Digital Marketing Expert With Experience in Law Firm SEO Services
If all of this sounds too complicated to take on, it’s a good idea to hire a reputable digital marketing expert to help your law firm meet its goals. Getting you to show up in the search engine rankings can be challenging. Especially, if your competitors are hiring a good SEO for lawyers agency.
After all, you’re the law experts–you aren’t experts in digital marketing.
And you don’t have to be.
Hire an SEO for lawyers expert that understands the ins and outs of the digital marketing landscape, and you can rest assured that you are doing everything you can to bring in qualified lawyer leads online. The right expert can help you put together the right plan for your firm and its needs–and put together a roadmap with the correct ratio and allocation of online marketing strategies.
I’m listed as one of the top-rated digital marketing experts on UpWork. If you’re interested in hiring me, I’m confident that you’ll see results that matter with the help of my digital marketing agency.