Building a legal marketing strategy from scratch is a necessary but challenging project for law firms both big and small. Luckily, the James Attorney Marketing and Publishing team has analyzed what works for law firms of all sizes so you can create a legal marketing plan with the right structure for success. Explore these 4 crucial elements of a successful legal marketing strategy and find out exactly how to invest in your law firm’s future today. 

  1. A lead development strategy

The only way to continually build business is to consistently gather leads and push them down the sales funnel, cultivating them at each step to promote conversion. That’s easier said than done when you have a full plate of cases to focus on, which is why it is so important to implement a lead development strategy that almost runs itself.

A successful lead development strategy for your law firm encompasses three main elements:

  • Content
  • Lead gathering tools like email opt-in forms, lead generation pages, and lead magnets
  • Click-through landing pages


Social Media B2B has reported that companies who blog generate nearly 70% more leads every month than organizations that don’t. While this figure may be slightly different depending on your particular legal niche, the point is that no matter your industry or size of law firm, content goes hand in hand with lead generation.

The first step is to become active on your legal blog. Publish high-quality, internally generated content at least weekly (if you don’t have the bandwidth to do this with your current team, consider outsourcing it to a reputable legal marketing company that specializes in custom content). Establishing and building a legal blog is a great jumping off point because it becomes a base for many other avenues such as:

  • Gathering an email list
  • Posting valuable material on social media and generating audiences on platforms like Facebook, LinkedIn, and Google+
  • Transforming blog topics into podcasts or videos
  • Improving SEO; every blog article becomes a link to your website and consistently drives traffic there—a sign to Google that your website is valuable and should therefore be ranked higher

Lead Gathering Tools

There are many different types of lead gathering tools, but one of the most effective is lead magnets. If you are unfamiliar, lead magnets are great offers in exchange for a website visitor’s contact information. These could include legal marketing collateral such as quick reference guides, white papers, access to webinars, quizzes, downloadable checklists, e-books, and more.

For instance, a bankruptcy firm could create an easy 10-question “Is bankruptcy right for me?” quiz that asks questions like:

  • Are creditors harassing you? (Yes/No)
  • Altogether, my debt totals… (Less than $20,000/$20,000 to $50,000/$50,000 to $100,000/More than $100,000)
  • My debt includes… (Credit card debt/Business debt/Mortgage loans)

At the end, the quiz could require users to enter their email address in order to receive their results. The results could say that in the user’s particular situation, an experienced bankruptcy attorney could help them decide whether bankruptcy is best for them. The results page could also provide the contact information of the best person to speak to as well as a quick bio about the attorney(s) that specialize in these types of cases, and a testimonial from a happy client.

Click-Through Landing Pages

Landing pages are informational pages that visitors are routed to once they click on an advertisement or a call to action button from an email, for instance. They can provide more information about a special promotion you’re having or a particular service that your law firm is launching.

Creating landing pages for your legal marketing campaigns can help to both gather leads and move website visitors down the sales funnel to become clients. Keep in mind that all landing pages should have one specific goal in mind, whether it’s to have them call your law firm or book a consultation online, and that the calls to action should reflect this goal. 

Download our free guide and learn about the importance of key performance indicators (KPIs)

  1. Consistent communication (with less manual labor)

Once you’ve gained leads from your law firm’s social media pages and website, consistent and tailored communication is the best way to convert them into clients. It sounds obvious, but many law firms fail to invest in automating their follow-up to ensure a high response rate with less manual labor.

For instance, let’s say that someone reads an article on your legal blog and sees value in it. They decide to opt onto your email list to receive more articles of interest. What legal marketing steps could you take to eventually transition them from warm lead to hot lead to client?

The answer: send highly tailored emails via drip email campaigns, host promotions, and offer free resources that provide value. Uncover how to automate your follow-up and score more clients in this article. 

  1. Online reputation management

Earning more positive online reviews is a powerful way to improve SEO while strengthening your brand. One example of this is the Law Offices of Loren S. Etengoff in Vancouver, Washington, which increased its positive online reviews and more than doubled its caseload in one year.

Every legal marketing strategy should include online reputation management in order to be successful. Learn how to garner more positive online reviews for your law firm’s website and social media profiles here.

  1. Results tracking

No legal marketing plan is complete without results tracking. Keeping an eye on your ROI figures ensures that you’re moving in the right direction and providing the most value to your website visitors, clients, and potential clients, while still staying on budget. Find out which numbers you should be tracking and how to automate your attorney marketing ROI in this article.

The James Legal CRM is made to address the 4 elements of a successful legal marketing strategy. Click here to learn how to receive more leads, referrals, and clients now.


The complete cloud-based software solution to elevate your law firm’s top- and bottom-line.