Skip to main content ↓

If your law firm is looking to take on new clients, then you need to invest in lead generation for law firms. A strong lead generation strategy will help put your firm in front of people who need your services.

On this page, we’ll share how to generate leads for law firms — without lead generation sites — by highlighting three attorney lead generation strategies so you can start reaching and signing more credible leads.

P.S. Want to stay on top of the latest tips and tricks for marketing your law firm? Join 150,000 marketers by subscribing to Revenue Weekly!

1. Pay-per-click (PPC) advertising to capture high-intent leads

First on our list of law firm lead generation strategies is pay-per-click (PPC) advertising. When you run a PPC ad campaign, your ads appear at the top of the search results and above the organic listings.

ppc ad law firm lead gen

These ads are great for generating leads because they attract people who are looking for a law firm and just need to find the right one. In fact, 65% of all high-intent searches result in someone clicking on an ad.

With PPC ads, you attract more qualified leads for your firm.

Additionally, since your law firm appears at the top of the search results, you build brand recognition. So, even if leads don’t click on your ad the first time, they’ll get familiar with your brand and remember you later when they’re ready to choose a law firm.

To make PPC an effective strategy in your attorney lead generation plan, follow these best practices:

Find the right keywords

Keywords play a critical role in helping your ad appear in the right search results. Users will search using key phrases to help them find relevant businesses.

To find relevant keywords, use a keyword research tool like KeywordsFX. A keyword research tool will help you bid on the right keywords so you can attract the most interested leads.

keyword research law firm

When you conduct keyword research, stick to long-tail keywords. Long-tail keywords contain three or more words, like “medical malpractice law firm.”

These keywords are best for your PPC ads because they generate the most interested leads. If you run an advertisement on the keyword “medical malpractice,” you may not get qualified leads and end up wasting money instead.

When you use a specific keyword, like “medical malpractice law firm,” you know exactly what someone wants to find — a medical malpractice law firm.

Optimize your ad content

Your ad content is the first thing your audience sees when they see your ad in the search results. If you want your PPC ads to be an effective part of your law firm’s lead generation plan, you need to optimize your ad content to generate clicks.

Make sure that the information listed in your ad is relevant to the search. If you’re trying to run a PPC ad for your medical malpractice services, your ad content should focus solely on those services, even if you offer additional ones.

Additionally, you’ll want to add ad extensions to your advertisement. Ad extensions allow you to place additional information in your ad for your audience.

You can use multiple types of ad extensions, including:

  • Sitelink extensions
  • Location extensions
  • Call extensions
  • Callout extensions
  • Structured snippets
  • And more

Each extension enables you to add an extra tidbit of information that can encourage leads to click on your ad.

In this example ad from a law firm, you can see that they use both the call extension and the sitelink extension to make their ad stand out from the competition.

law firm ad extensions

This extra information could be what gets someone to choose your firm and get in contact with you.

Optimize your landing page

Optimizing your ad content is the first half of doing PPC. Once someone clicks on your ad, you need to keep them engaged with your firm. So, you must put in the time and effort to optimize your landing page.

When you create your landing page, keep it clean, simple, and focused.

If there are too many elements on your landing page, your audience will feel overwhelmed and leave. You’ll want to include only the most critical information that’s relevant to your ad content. Don’t be afraid to utilize white space to help keep your landing page clean.

You’ll want to keep your design simple, too. You can use a color scheme that fits with your business and helps you build brand recognition. Generally, you’ll want to stick to one primary color, two accent colors, and one font color.

Lastly, you’ll want to ensure your landing page stays focused. For example, if you’re running an ad for your medical malpractice services, your landing page should focus solely on those services. It helps you keep your audience focused while providing them with the most relevant information.

If you aren’t equipped to design a landing page, think about landing page design services.

Hear What It’s Like to Work With WebFX!

Five gold stars

“Our account manager and the WebFX team have the tools, tips, and tricks to provide solid analysis and actionable updates and content to our website. They are studying our industry to ensure we are all on the same page and growing our audience.”

Law Firm

2. Local search engine optimization (SEO) to capture local leads

If you want to know how to generate leads for law firms, start by investing in local search engine optimization (SEO). Local SEO is an excellent strategy for helping local leads connect with your law firm.

When users conduct a local search, 80% of them are likely to convert, and 50% of people are likely to visit your firm within a day. If you want to attract leads in your area with a high chance of becoming clients, local SEO is the answer.

To get started with local SEO, you’ll want to claim your Google Business Profile listing. This listing appears in local searches when someone wants to find a law firm in their area.

google local listing law firm

Once you claim your local listing, fill it out completely.

First, verify that your name, address, and phone number are accurate.

Next, you’ll want to add a short blurb to your listing to detail what your law firm offers. Additionally, you’ll want to add photos of your firm, your employees, and more to make your listing personal and engaging.

In addition to claiming your local listing, you’ll also want to integrate local keywords into your site. Local keywords are keywords like “personal injury law firm in Philadelphia” or “family lawyer in Los Angeles.” These local keywords will help you drive interested leads in your area.

Integrate these local keywords into your site to help people discover your firm and learn more about your practice.

3. Social media ads to reach leads who haven’t discover your firm yet

If you want to do lead generation for law firms right, use social media advertising as part of your strategy. Social media ads are an excellent way for you to reach new leads and get them interested in hiring your law firm.

With advanced targeting, your social media ads will appear in relevant users’ newsfeeds. These users will see your ad tagged with the word “sponsored” to indicate paid content, but the ads look like another social media post.

law firm social ad

You can fun social media ads on multiple platforms, including:

  1. Facebook
  2. Instagram
  3. Twitter
  4. LinkedIn
  5. Pinterest

Here’s how you can start launching social media advertising campaigns for your law firm:

Establish your target audience

If you want to use social media as part of lead generation for your law firm, start by establishing your target audience. You won’t have success with your social media ads if you aren’t targeting people who are most likely to look for your law firm’s services.

So, how do you establish your target audience?

Start by looking at your current clients.

Compile a list of common characteristics among them and use that information to create buyer personas. Buyer personas are fictitious representations of your actual clients that help you target new and similar clients.

You’ll want to establish critical information about your target audience like:

  1. Demographics
  2. Buying habits
  3. Occupation
  4. Income
  5. Location
  6. And more

Once you know this information, you can run social media ads that reach the right people.

Create visually appealing ads

Social media ads are visual. It’s critical that, when you run social media ads, your visuals stand out in a user’s newsfeed, so they see it and engage with it.

There are two types of visuals you can use in your social media ads: Photos and videos.

For both visuals, ensure they’re high-quality. You don’t want grainy, stretched, or low-quality visuals.

Use different ad formats

When you run social media ads, try different ad formats.

Each platform offers multiple types of ad formats you can use to reach your target audience.

Most platforms offer the following types of ads:

  1. Photo ads
  2. Video ads
  3. Carousel ads

You want to try different ad formats to keep your ad campaign fresh and get new leads to engage. You may find that, after trying different ad formats, your audience responds better to one type of ad than others.

So, for example, you may think that video ads will work best for your law firm, but after trying a few different ad formats, you find that carousel ads generate the most clicks and conversions for your law firm.

By experimenting with different ad formats, you’ll ensure you’re delivering the best social media ads for your prospective clients.

Want to speak with an expert? Call us at 888-601-5359

CTA Expert

Start doing lead generation for law firms today

These tactics are just a few of the ways you can start generating leads for your law firm.

If you want to get started with creating your law firm’s lead generation plan, WebFX is here to help.

We’re a full-service digital marketing company that offers numerous lead generation services to help your business grow online, including:

  1. PPC advertising
  2. Social media advertising
  3. Email marketing
  4. Content marketing
  5. Local SEO
  6. And more

Our team of over 500+ experts has generated over 24 million leads for our clients in the past five years.

Additionally we offer a hassle-free customer relationship management (CRM) platform, Nutshell, that helps you generate and convert leads with ease. With our CRM for law firms combined with our lead generation solutions, you’ll have all the tools you need to power business growth.

If you want to learn more about how we can help you generate leads for your law firm, contact us online or call us today at 888-601-5359 to speak with a strategist about working with our lead generation agency.

We Drive Results for Law Firms

  • Dedicated account manager backed by 500+ digital experts
  • Renowned for our communication and transparency

Get a Quote

dots background

author image

background shape

Explore our legal case studies

Read our case studies for a more in-depth look at our results.

Property Management, Inc.


Increase in pages per session

Healthcare Administrative Partners


Increase in email subscribers

Net Friends


Increase in leads



Get a free proposal

Solving key challenges for law firms

Our website isn’t driving enough traffic

Our expert SEO specialists, copywriters, and web designers will help you craft a website that makes your firm stand out online and drive consistent, qualified traffic.

Website icon.

We’re not attracting new clients

Keep a steady flow of clients coming to your firm with expertly crafted digital marketing strategies designed to provide an engaging, personalized experience for your audience that encourage them to become clients.

Marketing icon with flame.

We’re struggling to attract top legal talent

Expanding your legal team and growing your firm go hand-in-hand. If you need help attracting top legal talent to grow your team and boost your firm’s expertise, our recruitment marketing services can help.

Branch icon of a storefront.

Our marketing efforts aren’t providing a high return

Ensure your marketing budget goes toward the strategies that will drive the highest ROI for your firm with our data-driven marketing solutions.

Target icon with archery arrow hitting target.