Keyword Research

8 Strategies for Generating Affordable Leads for Your Legal Firm

Jesse Denis
Published on Apr 13, 2023

8 Strategies for Generating Affordable Leads for Your Legal Firm

When it comes to online advertising, the legal field is one of the most expensive and competitive industries. In fact, the terms “lawyer” and “attorney” both rank in the top 10 most expensive keywords for pay-per-click channels like Google Ads – you might pay up to $47 or more for each and every click to your website!

Don’t be discouraged!

Whether you are a marketing professional or a top-tier attorney looking to grow your practice, you’re in the right place. There are plenty of affordable attorney lead generation strategies that can yield new law firm leads and a high return on investment (ROI).

Keep reading for our top 8 attorney lead generation strategies!

1. Optimize the Resources You Already Have for SEO and Conversion Rate Optimization

If you already have a website, you already have one resource you can use. Before you embark on an expensive new advertising project, make sure you are optimizing the resources that you have already invested in.

Doing basic optimization for on-site Search Engine Optimization is one of the best ways you can maximize your existing resources with minimal work. By doing the work, you can propel your legal practice up the search engine rankings

SEO Review


  • Site speed is enormously important for both SEO as well as user experience. If you are using a platform like WordPress, there are dozens of plugins that can help you optimize your site speed. Un-installing any plugins that you no longer use and compressing images on your site can also help boost speed.
  • Use keywords strategically in title tags, descriptions, headers (H1, H2, H3, etc), and the body of your content. Ensure image alt tags are all filled out to describe the images on your website for accessibility.
  • Google Search Console (free), Screaming Frog(free), or Moz Pro(paid) can help you identify broken links within your website. For example, you might be linking from one of your blog pages to an external resource that the webmaster deleted. This is both an SEO faux-pas as well as a poor experience for users. Fix it by deleting the link or finding another similar resource to replace it with.


Conversion rate optimization is another great way to get more out of your existing resources and to increase the ROI on advertising campaigns. Use a tool like VWO or Google Optimize (free!) to run A/B or multivariate tests to make sure you are converting as many leads as possible through your website. Test things like button color, page layout, and website copy. This will help you get more leads from your existing traffic, as well as reduce the cost per lead for any future advertising you do.

2. Build Strategic Legal Content Using Long-Tail Questions

Strategic content marketing for lawyers is one of the best ways to engage your audience and increase SEO traffic.

Unless your website is professionally optimized and has a long history of utilizing best practices for SEO, it is challenging – if not impossible – to rank on the first page for major keywords. For example, it could take years and thousands of dollars to get to the first page of Google for a term like “Attorney in Los Angeles”. However, there are thousands of hidden gems in content marketing that will help you rank faster for questions that your clients are asking.

Finding Long-Tail Keywords

Two great tools that are invaluable in helping you identify the right long tail keywords for your attorney lead generation efforts are the Google Keyword Planner, SEMrush Keyword Magic Tool, and AHREFS. To use these tools, enter one of the major keywords or services you offer. The Google Keyword planner is free to use and will populate a list of related keywords along with search volume and competition. SEMrush’s features are limited in the free version, but a paid account offers keyword research as well as a full suite of marketing and SEO tools. AHREFS is another paid tool, but it’s extremely powerful in helping you determine keyword difficulty and ranking potential for your long-tail keywords.  

Here is a screenshot from the Google Keyword Planner. This is a great free tool that can help you identify new keywords along with the average monthly organic searches and competition.

attorney lead generation

These lists give you ideas about the types of questions your clients have about legal services. Then, search in Google for the answers to some of these questions. Many will be answered a hundred times over from top blogs and websites. However, you will find hidden gems among them.

These are the top criteria for ideal question phrases:


  • You know from your own experience in the niche that this is a question that clients might reasonably wonder about
  • When you search in Google, you see primarily organic results (at least 7 on the first page)
  • You have never heard of some of the websites in the top 10 results
  • Some of the top 10 results seem a little bit irrelevant or like they won’t actually answer the question that you typed in. For example, for a question like “Can I get divorced without it being public record?” you might see results that allow you to search public divorce records. While the related keywords are very similar – “public divorce records” – the intent is entirely different.
  • The cost per click is reasonable according to your budget and the value of your conversions, and there is Medium or Low competition for the keyword you plan to target.


Once you have identified an ideal question, build a piece of content like a blog post or landing page that answers the question. In order for this tactic to work, you must create genuinely valuable, thorough content in an SEO-friendly post.

3. Reduce PPC Costs by Niching Down

PPC (such as Google Ads and Bing) is one of the most competitive advertising types for lawyers and attorneys, which means audience targeting is more important than ever. If you are already running PPC campaigns, refining your targeting will help you reduce costs and increase conversion rate. If you are new to PPC these tips will help you find your ideal audience and get started.

Narrow Down Your Keywords

Your law firm may focus its practice on a specific niche of law, or you may offer a wider variety of services. Focusing each campaign as narrowly as possible will make it easier to connect with your audience. You also have a better opportunity to gain more qualified leads at a better price, and ultimately close more leads.

For example, advertising “legal help” is far too general. If you focus your practice on “family law”, that is a great starting point! But even that is broader than is ideal for your marketing campaigns. You want to make the most out of your ads; this means being strategic with the keywords you want to target. You’ll want to keep this in mind as you break down your campaigns. Consider running separate ads for each service you want to promote.

Here is a screenshot from Google’s Keyword Planner. Notice how the general terms “legal aid lawyers” and “legal help” have high competition. Although their cost per click is relatively moderate, you could lose money from people clicking on your ad and not finding the services they are looking for.

screenshot of attorney lead generation keywords in google keyword planner

While the keyword “family law attorney miami fl” has a higher average cost per click, the competition is significantly lower. Because this keyword is more specific to the area and legal services offered, users who interact with the ad will be more likely to find what they are looking for and convert.

screenshot of google keyword planner

It is important to consider the search intent of the customer you are trying to reach as you plan messaging and keywords for your ads. As a family law firm, you could be using messaging such as “Get Your Free Consultation with the #1 Family Law Firm In Las Vegas”.

However, you are likely to connect better with your audience if you speak specifically to their needs: “Ready to Adopt? | Get Your Free Consultation | #1 Adoption Law Firm in Vegas”. Speaking very specifically to your audience will help you increase your click-through rate and decrease your cost.

attorney lead generation

4. Reduce PPC Costs by Narrowing on a Geographic Location & Finding Affordable Demographics

Demographic Targeting

 5 Strategies for Generating Affordable Leads for Your Legal Firm

Targeting by demographics is another way that you can focus more specifically on the people you really want to reach. With Google’s demographic targeting, you can refine your targeting on a granular level focusing on characteristics like sex, age groups, parental status, and household income.

If you’re a child custody lawyer, you might want to exclude people who are not parents from your audience so that you aren’t wasting your ad dollars.

Geographic Targeting

 5 Strategies for Generating Affordable Leads for Your Legal Firm

Geographic targeting is another great feature you’ll want to take advantage of. If your firm practices locally and you like to meet clients face-to-face, you don’t want to waste your budget attracting leads from halfway across the country.

Those who practice nationally and primarily communicate with your clients by phone or internet have even more flexibility.

For example, if you are a national DUI attorney who wants to generate leads using Adwords, you can use the Google Keyword Planner Tool to find geographic keywords that are more affordable. Did you know that the average cost per click for the key phrase “DUI attorney Fresno” is almost 250% the cost of “DUI attorney Boise”?

5. Embrace New Attorney Lead Generation Techniques Like Messenger Bots

Traditional digital marketing platforms such as Google Ads and Facebook are saturated with legal firm advertisements. This means that it can be harder to attract and retain your audience’s attention, and it can be very costly.

Staying on the cutting edge of marketing and testing new platforms is a great way to ensure continued success.

Messenger Bots

Messenger bots, such as on Facebook Messenger, are a growing trend that are still far less saturated than traditional methods. The way they work is similar to an email newsletter subscription, where a Facebook user agrees to receive updates from your page and you can send them information and advertisements.

There are a handful of plug-and-play “bot” software that requires no coding or programming skills that you can use to create automations. These provide information and collect lead information from subscribers. Manychat is one of the chatbot leaders. They offer free accounts with basic features and Manychat branding or paid accounts with advanced features and white-label services. Compared to email marketing, messages on Facebook typically receive much higher open and click rates, meaning your users are more engaged.

If email automation experience to take new subscribers through a “funnel” that ultimately results in a sale or consultation, you are well prepared to build a messenger bot flow.

Even if this idea is completely new to you, there are a growing number of bot creation agencies, freelancers, and templates focused on helping boost new lead generation for lawyers.

6. Utilize Social Media Platforms for Lead Generation

In today’s digital age, social media platforms have become an essential tool for lawyers and law firms to generate leads and expand their client base. Social media platforms offer a vast audience of potential clients and provide an excellent opportunity for lawyers to promote their services and connect with potential clients.

Create a Content-Based Lead Generation Strategy

To start generating leads on social media, it’s crucial to identify your target audience and create a strategy that caters to their needs. For instance, if you’re looking to generate legal leads for your law firm, you need to focus on creating content that is informative and useful for your target audience. You can use keywords related to your practice area, such as “personal injury lawyer” or “business lawyer,” to attract potential clients searching for legal services online.

Optimize Your Profile

One of the most effective ways to generate leads on social media is by optimizing lawyer profiles. Lawyer profiles should be optimized with relevant keywords, including your practice areas, location, and qualifications. This way, potential clients searching for legal services in your area can easily find your profile and learn more about your services.

Utilize Client Reviews

Client reviews can also be an effective tool for generating leads on social media. Positive reviews from satisfied clients can significantly impact your online reputation and help you attract new clients. You can encourage your clients to leave reviews on your social media profiles or other review websites such as Google My Business. 

Below is an ad Lexington Law Frim, which has 249.6K followers on Facebook, utilizing customer reviews for content.

Utilize Infographics

Another way to generate leads on social media is by creating valuable content that your target audience will find useful. You can create blog posts, infographics, videos, or other types of content that educate potential clients about legal topics related to your practice areas. By creating valuable content, you position yourself as an authority in your field and attract potential clients who are seeking legal services.

Finally, it’s essential to build a strong client base by engaging with your existing clients on social media. Responding to their questions and concerns promptly can help you build trust and strengthen your relationship with them. Happy clients are more likely to recommend your services to their friends and family, helping you generate more leads in the long run.


7. Utilize Social Media Marketing

Social media marketing is a powerful marketing tool that law firms can leverage to generate legal leads and expand their client base. Legal lead generation is a critical aspect of marketing for law firms, and social media advertising can help in a big way. With the right marketing strategy and lead generation tool, law firms can generate monthly leads and grow their client base through social media advertising.

Find the Right Platform for Lead Generation for Lawyers

The first step towards utilizing social media advertising for legal lead generation is to identify the right platform for your law firm. Platforms like Facebook, LinkedIn, and Twitter are the most popular platforms for law firms to generate leads. However, it is essential to note that each platform has a unique audience and advertising model, which means that you need to tailor your marketing strategy accordingly.

Build An Online Marketing Strategy for Social Media

Once you have identified the right platform, the next step is to create a comprehensive marketing strategy that includes both organic and paid advertising. Organic advertising involves creating lawyer profiles, client reviews, and other social media content that establishes your law firm’s credibility and expertise. Paid advertising, on the other hand, involves creating targeted ads that reach potential clients and generate leads.

One of the most effective ways to generate leads through social media advertising is by using the platform’s targeting capabilities. You can target potential clients based on their location, age, interests, and other demographics that are relevant to your law firm. This ensures that your ads reach the right people, increasing the likelihood of generating leads.

Utilize Retargeting

Another effective lead generation tool for law firms is using retargeting ads. Retargeting involves showing ads to people who have already interacted with your law firm’s website or social media page. By targeting people who have already shown an interest in your law firm, you can increase the chances of generating leads and converting them into clients.

Data is Everything

To maximize the impact of your social media advertising efforts, it is crucial to measure and analyze the results regularly. This helps you identify what is working and what isn’t, allowing you to adjust your marketing strategy accordingly. Platforms like Facebook and LinkedIn offer powerful analytics tools that allow you to track metrics like engagement, click-through rates, and conversions.


8. Leverage Email Marketing

Email marketing can be an extremely effective tool for law firms to generate leads and reach out to prospective clients. With the right strategy in place, email marketing can help you build a qualified email list, establish your brand, and convert prospects into clients. Here are some tips to help you leverage email marketing for your law firm:

Build a qualified email list

The first step to any successful email marketing campaign is to build a qualified email list. You can do this by collecting email addresses from potential clients who visit your website, attend events you host or sponsor, or sign up for your newsletter. It’s important to ensure that your email list only includes individuals who have opted in to receive communications from your law firm. You don’t want to risk sending spam emails, which can harm your reputation and potentially result in legal issues.

Create an email marketing campaign

Once you have a qualified email list, you can start creating an email marketing campaign. The content of your emails should be tailored to the needs of your audience. For example, you may want to highlight a specific area of law that you specialize in, provide updates on relevant legal news, or share success stories of past clients. It’s important to make sure your emails are visually appealing, easy to read, and mobile-friendly.

Rocket Lawyer is known for sending quality emails that lead to high conversion rates. 

Build trust in your brand

Email marketing is also a great way to advertise for lawyers. You can promote your legal services and share information about your law firm through email newsletters, promotional emails, and email signatures. This helps to increase your visibility and establish your brand as a trusted authority in your field.

Use client reviews

Client reviews are a powerful tool for building credibility and trust with potential clients. You can use email marketing to share positive client reviews and testimonials, which can help to persuade prospects to choose your law firm over your competitors.

Segment your email list

Segmenting your email list allows you to send targeted emails to specific groups of people. For example, you could segment your email list based on the legal services your law firm provides, the industry your clients work in, or the type of legal issues they are facing. This allows you to tailor your messaging and increase the chances of your emails being opened and read.

Track your email marketing metrics

Finally, it’s important to track your email marketing metrics to measure the success of your campaign. This includes metrics such as open rates, click-through rates, and conversion rates. By analyzing this data, you can identify what’s working well and what needs to be improved and adjust your strategy accordingly.

 Law firm leads

Attorney lead generation can be competitive and expensive. Before spending, build a foundation for your efforts by improving your SEO and conversion rate. Decide what services you want to offer, and understand what audience you need to advertise to reach your ideal client. This foundation will promote the success and affordability of all of your digital and traditional campaigns.

If you’re looking for a digital marketing partner to support you in attorney lead generation, contact Pacific54 today.

7 Responses to “8 Strategies for Generating Affordable Leads for Your Legal Firm”

  • Maite says:

    Very good article. It would be good to explain the pros and cons of using bots in accounts of this type.

    • Leilani Bruce says:

      Thanks for the feedback! I’ll definitely consider that as a topic to explore in the future!

  • Carly Linger says:

    I think SEO is my problem. Thank you for the advice. I never learned it and now I am going to go back and try to fix the problem.

    • Leilani Bruce says:

      Awesome, if you’ve never worked on it, going through an audit and implementing some of the simpler updates can make a huge improvement.

  • Erica says:

    Good to know information. Do you have more content in regards to attorneys and legal prospects/interests?

  • Gus Santana says:

    I agree a good SEO is needed for you to get good leads. Its good my firm had invested with a good SEO company.

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