Best Lead Generation for Lawyers: How to Get Legal Leads for attorneys Guide

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How To Get Leads For Lawyers

In this digital age, lead generation for lawyers is crucial for law firms seeking to adapt to changing consumer behaviors. The demand for legal leads for attorneys has increased as more people turn to the internet to find legal services. Law firms must understand the evolving landscape and implement effective strategies to attract high-quality leads for lawyers.

So what can your law firm do about this?

People are searching for an attorney on the internet and social media, and it’s more important than ever for you to place your law firm at the forefront of those online search results.

Many legal marketing services are available to get exclusive leads for lawyers, and there are several attorney pay-per-lead websites to buy leads from.

Here we will discuss how to get legal leads for lawyers using online search engines to your advantage and how to generate leads for law firms.

What is the Best Lead Generation for Lawyers’ Services?

Your ultimate goal, of course, is to increase your law firm’s client base effectively and economically. Introducing, pay-per-lead (PPL) services–you can use many attorney pay-per-lead services to bring clients into your law firm.

You should take some time to review your options and determine which legal referral service–or, ideally, a combination–of the following is the right choice for your law firm’s needs.

Use Pay-Per-Lead Generation Services for Your Law Firm

Generating leads for your law firm can be overwhelming–a lot of “selling” needs to happen, which isn’t necessarily a lawyer’s forte. One of the simplest steps you can take is to use a lawyer pay-per-lead 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 monthly leads. These legal referral sites are the best lead generation for lawyers’ options.

This may not be the most suitable solution for larger law firms or those seeking consistent 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 Leads for Lawyers Sites

Top 10 Pay-Per-Lead Lawyer Websites
  1. AVVO Lead Generation for Lawyers
  2. NOLO Lead Generation for Lawyers
  3. FindLaw Leads for Lawyers
  4. Unbundled Attorney Leads
  5. Leads for Lawyers 
  6. LegalZoom Customer Leads for Lawyers
  7. 4LegalLeads Leads for Lawyers
  8. Thumbtack Lead Generation Services
  9. Lead Generation Services
  10. LegalMatch Lead generation services

If your law firm is considering investing in an attorney leads referral service, it is important to conduct thorough research beforehand. Keep in mind that the leads provided by these services may not be exclusive to your firm, and multiple attorneys may receive the same legal leads.

Essentially, you are paying for a Lawyer Lead Generation Service that is also available to other attorneys. Since the legal leads come from a shared pool, you may not have complete control over the quality of legal leads you receive each month. If you haven’t done so already, it may be worth considering adding your attorney profile to these lead service sites. However, I recommend to always invest in your own law firm’s website for leads.

Craft a Compelling Law Firm Website

Your law firm’s website is an invaluable asset in converting leads into clients. It is the cornerstone of your brand, providing potential clients with insights into your firm’s identity, services, and the unique reasons they should choose you over competitors.

Here’s how to elevate your law firm’s website to ensure it’s effective and professional:

  • Embrace Professional Design: Ensure your website is aesthetically pleasing, easy to navigate, optimized for search engines, and responsive on all devices, both mobile and desktop.
  • Prioritize High-Quality Content: Utilize only top-tier, high-resolution images. The content on your site should focus on your clients, highlighting the advantages of your services. Be sure to articulate your law firm’s unique value proposition clearly.
  • Personalize Your Presence: Include detailed bios and photos for each attorney at your firm. This personal touch not only acquaints potential clients with the team but also builds trust and credibility.
  • Strategic Calls-to-Action: Integrate CTA buttons judiciously across your website to guide visitors without overwhelming them.

For those seeking specialized tools in law firm website design, consider platforms like Clio. Designed with law firms in mind, Clio’s website builder is equipped with features that facilitate client engagement, payment collection, and case management, streamlining your digital presence and operational efficiency.

Get More Leads For Lawyers From Using Law Firm SEO

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. When done consistently and correctly, it’s a long-term strategy that can bring quality leads to your law firm.

For those who may not be familiar with the ins and outs of law firm SEO (Search Engine Optimization), it is the process 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 firm up for long-term SEO success by generating organic lawyer leads 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 a 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 a press release using PR SEO services like

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 usually 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 you understand what they need, these searchers often turn into quality leads for your law firm.

More Tips for Using SEO for Attorney Leads

To capture potential clients searching for law services, utilizing SEO to generate lawyer leads for your law firm is a wise choice. Certain keyword phrases can assist in this endeavor. 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:

To improve your search engine ranking, it’s important to have a solid SEO strategy. This includes targeting specific keywords that your potential clients may use when searching on Google. By implementing specialized keyword strategies, you can increase the chances of appearing in search results.

  • Use location-specific keywords: potential clients use 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 ready for a consultation.

If you need help with keyword ideas, I suggest using SEMrush’s Keyword Magic Tool. They have a vast amount of keyword data that can be useful for your content.

Grow Your Online Visibility
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Keyword Research Tutorial: 3-Step Process (for Beginners & Pros)

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 generate more lawyer instantly leads from clients looking for your legal services.

This PPC advertising strategy uses the paid search feature on search engines 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 unfamiliar with how this works, think about what you see when you view a search results page on Google or another search engine. Generally, the top three or four results are “Ads” –in other words, these are the results generated from PPC marketing for lawyers

Google Ads Ppc Expert In Jacksonville, Fl

The ads in search engine results generally occupy most of the “top” of a search engine results page. This is the place to be if you want your injury or divorce law firm to be seen by potential clients. A quality PPC marketing campaign for your law firm can generate a steady stream of qualified legal 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 legal leads for attorneys.

Additionally, the ads 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 Business Profile 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 you can get by passing the Google screening and qualification process. The badge is Google’s way of potentially steering leads toward trusted legal service providers and distinguishing lawyers as the more credible choice. The badge makes your listings stand out.

Google Guaranteed For Lawyers

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 help you connect your Google Business Profile with potential legal leads for attorneys in your area. Positive reviews on Google are 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.

To improve your online reputation, it is crucial to prioritize providing your clients with a positive experience that leads to good reviews.

But what do you do if you have a dissatisfied client?

This doesn’t necessarily mean that your online reputation goes down the tubes. It’s all in how you handle it. If you receive an unfavorable review on an online website, the best course of action is to respond in kind, professional, and courteous way.

Let the reviewer contact your team to discuss their concerns further.

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 them. Develop an email marketing campaign for 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 they have “heard good things” about.

The only thing that’s changed is how 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?

You should have a robust and positive online review portfolio if you want good legal leads for lawyers online.

The first step is to ensure you provide your clients with top-notch service so 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 various places online.

Jacksonville Lawyer Reviews On Google
  • 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. 
  • also has law-specific online review websites such as AVVO, FindLaw, and These review websites focus on those looking specifically for law services, so a good review here can bring qualified legal leads for attorneys to your law firm.
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Hire a Reputable Digital Marketing Expert With Experience in Law Firm SEO Services

If you are struggling with this complex process, it is recommended to seek the assistance of a dependable digital marketing expert to help your law firm achieve its goals. Achieving a top position in search engine results can be challenging, especially if your competitors have enlisted the services of a skilled lawyer SEO 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 who understands the ins and outs of the digital marketing landscape. You can rest assured that you are doing everything possible to bring qualified lawyer leads online. The right expert can help you put together the right plan for your firm and its needs–a roadmap with the correct ratio and allocation of online marketing strategies.

With my extensive skills and expertise as a renowned digital marketing specialist, I am confident that my marketing agency can help you achieve your goals. If you are considering hiring me, I assure you that I can deliver impactful results that will make a significant difference to your business.

Kesar Long

About the author

Founder, Chief Strategist, and head of web development and advertising at Orbit Local–is a certified Google Ads Expert and HubSpot Solutions Partner with over a decade of digital marketing experience. He's earned a BS in Computing Information Science from the University of North Florida and an MBA at the Florida Institute of Technology.

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