How To Find Optimal Potential Clients For Your Law Firm

How To Find Optimal Potential Clients For Your Law Firm

When it comes to building a legal business, leads for law
firms are the top priority. Getting information about potential cases is
important, but it is also important to try and match those potential clients as
closely as possible with the firm in question.

There are a couple of aspects to this, and some goals are
more difficult to achieve than others. On the most basic level, firms need
leads that fall within their attorneys' areas of practice. Apart from that, you
would also want to match everything reaching from the practical, such as
geographic area, to the more abstract, such as an attorney's style and
comportment.


Let's look at a few key concepts and some techniques you
might use to draw in and cultivate optimal clients for your firm. Here are the
topics:


●Going Where the Clients Are

●Qualifying Leads (Before Spending Hours on Them)

●Targeting Advertising Campaigns

●Staying on the Right Side of Legal Marketing Ethics

●Buying Leads

If, at any point during reading this article, you find that you have any questions, please reach out and contact us at Legal Locator. We

help our attorney clients by providing a source of qualified leads for law firms of all sizes and practice areas. Our goal, which happens to be pursuant to the topic of this article, is to get you the best match possible in leads to enable the pursuit of your unique business goals.


Let's take a deeper dive into those points. We'll explain the following topics

in this article


● What Is PPC?

● A Look at Pay Per Call

● How Pay Per Call Benefits Your Firm

● Why It's Hard to Manage a PPC Campaign

● Pay Per Call Leads as a Results-First Approach

● How To Make the Most of Pay Per Call

● Balancing Different Advertising Tools



Going Where the Clients Are

It might sound somewhat simplistic, but the only way that you will find prospective clients for your law firm is by going to where those
clients are. More and more, this place is no longer a physical place but the vast media network we know as the internet.


The rise of social media and SEO for lawyers has been making waves in the legal profession for decades now. Even so, some law firms are still not prioritizing search engine and social media marketing.


Part of this reluctance on the part of attorneys is because it can be difficult to learn these new systems and use them in a way that is profitable. Another part is that the benefits of practices such as SEO can be delayed — and are often misunderstood.

In the "right now" culture of the internet, a technique such as SEO that takes years to come to full effectiveness can seem out of place. However, since it is a long-term investment that should last the lifetime of a firm, these types of practices make more sense. Furthermore, you can augment incoming leads in the meantime through models such as pay-per-lead and pay-per-click.


Qualifying Leads (Before Spending Hours on Them)


After you determine where to direct your efforts, then it probably makes sense to put some effort into qualifying your leads. In the case
of a pay-per-lead model, this means confirming with your provider that leads go through some sort of prequalification process and that you have control over the types of potential cases you receive.


Even with all that in place, it often makes sense to have some qualification procedures during intake. This might take many forms, such as setting client expectations correctly or gathering information about the potential case. Qualifying your leads systematically can never guarantee that you will only get optimal cases. However, it can go a long way towards
improving the intake experience for everyone.


Targeting Law Firm Advertising and Marketing Campaigns


One of the better ways to secure optimal leads for your law firm is to use a high level of focus when you advertise and publish. Here are some examples of how you might do that:

Prioritize development: Even if your law firm takes a wide variety of cases, it could make sense to prioritize publishing information
about the types of issues that you handle most effectively and that are the most profitable for your firm. This is especially applicable to SEO tools, such as blogs, and paid advertising, such as PPC

Target campaigns: Targeting campaigns can help you optimize your incoming leads due to a wide range of available controls. Some of these refinements are straightforward, such as filtering advertising campaigns by geographical location. Others might not be as intuitive and might require data analysis to reveal opportunities.

Writing to an audience: Your written materials online could help you further target the types of cases that your law firm handles
best. For example, you might want to use a different approach as a personal injury plaintiff attorney than you would if you offered shareholder dispute resolution services. It's what you say — but it's also how you say it.


 Staying on the Right Side of Legal Marketing Ethics


Attorney advertising is far from a free-for-all. There are relatively strict legal marketing rules that all firms must follow.


There are a few ways attorneys reduce their risk of landing afoul of ethical standards. First, you could handle everything yourself after
becoming familiar (or refamiliarizing yourself) with all of the pertinent rules and regulations. Apart from having to write all of your marketing materials, this option also comes with the responsibility of keeping abreast of any changes that might occur.


More commonly, you would engage a professional marketing firm or marketer. These people typically specialize in legal marketing and are familiar already with how to communicate the value of the business without unethical exaggeration or deception.

In terms of getting leads online for a law firm, one of the safest ways is to buy them directly. With this approach, the lead provider
assumes all of the responsibility for submitting to the constraints of professional advertising ethics.


 Buying Leads

Legal Locator is a legal lead provider offering qualified, customizable, unique leads for law firms. Our entire business model is designed to match each client with the most optimal leads possible. If you'd like to learn more, please set up a consultation with us today.


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