By Marc Apple ● ● 5 min read
Table of Contents
TL:DR The best ways to generate leads, or potential clients, for your employment law firm is to implement strategies like building a website, optimizing your site for search engines, creating online ads, and connecting with your audience via social media.
With nearly 30,000 employment law firms in the U.S., ensuring your law firm stands out can be challenging. How do you attract clients when new attorneys are constantly cropping up and employing the latest employment lawyer marketing strategies?
Strategies To Attract More Clients
Your law firm needs effective lead generation tactics in place to forge connections with your target clients and stand out in an oversaturated market. “Lead generation” is the process of sparking interest in individuals who could turn into clients down the line. It’s the first step in your client acquisition funnel and the linchpin in keeping your client schedule full.
Learn the essential lead generation strategies your law firm can employ to attract more clients.
Creating a Professional Website and Embracing Content Marketing
According to the American Bar Association, about 87% of law firms have websites. This number is down from 94% just a few years ago. Smaller law firms, in particular, are less likely to have websites than larger law firms, as only about 65% of small law firms have them.
Successful lead generation for law firms within the employment law sector starts with setting up professional websites. But your employment law firm shouldn’t stop there, as you should also use content marketing to your advantage.
Content marketing involves adding helpful content to an employment law firm’s website. This content can come in the form of:
- Homepage copy
- Service pages
- Blog articles
- FAQ pages
Your employment law firm can also go the extra mile by creating newsletters, videos, podcasts, and other types of marketing content to bolster your online presence.
Taking Advantage of Local SEO for Law Firms
While there are tens of thousands of employment law firms scattered throughout the country, your law firm doesn’t have to worry about competing with all of them. Instead, you need to focus on competing with the other employment law firms in your immediate area.
Using local SEO for law firms is arguably the most effective way to do this. Local SEO is the process of standing out in Google search results for users in your local area.
Your employment law firm can improve local SEO by taking these steps:
- Adding relevant keywords to the content on your website
- Claiming your Google Business Profile and optimizing it with accurate information
- Incorporating your law firm name and contact information into online directories
- Writing guest posts for local business websites
You can also encourage clients to leave online reviews and respond to them accordingly. This helps boost your search rankings and provide “social proof” of why potential clients should hire you.
Putting PPC Advertising to the Test
Pay-per-click advertising, or PPC advertising, is a cost-effective way for law firm owners to advertise online and get their advertisements in front of their target audiences.
PPC advertising is a strategy that involves using Google Ads, Facebook Ads, Amazon Ads, and more. Your law firm only needs to pay for these ads when someone clicks on them, ensuring a good return on investment (ROI).
Start by creating a Google Ads account and specifying your goals for the PPC campaign.
The platform will walk you through the process of setting up and optimizing your ads to best meet your goals.
If you feel overwhelmed navigating PPC ads yourself, consider hiring an employment law firm marketing agency to take over the process for you.
Making the Most of Social Media Marketing
The American Bar Association reports that just under 90% of law firms have social media accounts. LinkedIn is the most popular social media platform, according to the ABA. However, many law firms also maintain social media accounts on:
- X (formerly known as Twitter)
Some lawyers have even begun signing up for TikTok accounts, allowing them to establish a stronger social media presence and even putting them in a better position to go “viral” and expand their reach on both a local and national level.
You can use social media to promote content posted on your website as part of lead generation for law firms. You can also create content specifically for social media and respond to likes and comments on your Facebook and Instagram pages to form deeper connections with potential clients.
These effective marketing strategies help humanize your law firm and get your name out there. When one of your social media followers needs an employment law firm, they’ll remember your name and feel confident hiring you.
Prioritizing and Taking Part in Lead Nurturing
Although performing lead generation for law firms is important, you shouldn’t stop there. You should also prioritize lead nurturing, which is different than simply generating leads.
Lead nurturing involves taking leads that have already been generated and “nurturing” them to increase the chances of converting these leads into clients and improving profits in the process.
Examples of lead nurturing include:
- Sending personalized welcome emails to new leads
- Providing leads with exclusive offers and discounts on legal products and services
- Unveiling new legal products and services to leads first
- Asking leads to fill out surveys and provide other feedback
- Inviting leads to attend special events sponsored by your law firm
Lead nurturing is ultimately every bit as important as lead generation for law firms.
Lead nurturing is ultimately every bit as important as lead generation for law firms.
Nurturing leads can help your law firm continue to grow as you attract more potential clients.
Need Help Generating Leads?
Lead generation for law firms consists of numerous marketing strategies, some of which require more time and attention than others. If you’d rather pass your lead generation over to the professionals and focus on your law firm, Forward Push Marketing & Advertising is here to help.
We specifically work with law firms and legal professionals to provide tailored marketing strategies for your target audience. Whether you need to generate leads, land more clients, or grow your revenue, we can implement the data-driven strategies you need.
Contact Forward Push to learn more about our services for law firms or check out our blog to discover why law firms still advertise.
