MailChimp reports that when it comes to email marketing, the average law firm experiences a 22.49% open rate and a nearly 3% click-through rate (also known as CTR, this is the percentage of email recipients who click on a link that routes them to your website or a landing page).

If you aren’t experiencing these kinds of numbers and then observing some of the most interested contacts convert into clients, it could be because your law firm’s email list is too small or full of the wrong contacts. Use the 5 proven strategies below to add hordes of the right contacts to your legal practice’s email list—without spending a fortune. When implemented correctly and consistently, you should see the results of your efforts within just a few months.


1. Leverage your highest-traffic blog posts


Getting email subscribers starts with pumping more traffic to your attorney website. If 10% of visitors convert into email subscribers, for instance, then you’ll need to push 100 visitors to your site to get 10 to opt onto your law firm’s email list, 10,000 visitors to achieve 1,000 subscribers, etc.

Focus on improving your site traffic by leveraging existing law firm blog posts. Find the ones that receive the most attention and edit until they’re the best they can possibly be. This could include:


  • Adding a short, snappy headline that sparks reader curiosity. Buffer reports that 55% of visitors will spend no more than 15 seconds reading your article—the title is your chance to convince readers that it’s worth their time.
  • Formatting the articles to appeal to readers. For instance, avoid large chunks of text. QuickSprout recommends single sentences or groups of 2-3 sentences at most.
  • Utilizing images and videos when appropriate. They can disrupt monotony or clarify complex topics.
  • Cutting down to only what is necessary. Every word should add value.


Then, use calls to action and opt-in forms to convert grateful readers into subscribers (discussed below). This tactic, implemented as part of an aggressive list-building strategy, landed Robert van Tongeren more than 1,000 new contacts in just 30 days.


2. Get others to promote your excellent content


Backlinko calls this the Skyscraper Technique because the quality of your content should go way above and beyond the existing content out there.

For instance, if all the other bankruptcy law firms are writing generalized, 500-word blog articles about managing credit card debt, your law firm could produce a 2,000-word guide about how to pay down credit card debt, 10 common pitfalls to avoid, how to determine when bankruptcy is the better option, next steps to take, and the ways in which your law firm has helped other clients address credit card debt.

Then—and here’s the key—reach out to others to receive backlinks to your skyscraper articles. Use sites like to find out which reputable websites are linking to similar articles on the same topics, and then send them a cold email letting them know that their readers may find your high-quality content more valuable. Keep it short and sweet, and don’t forget to provide the link to your live article!

The more backlinks you can land, the more traffic going to your website from external sites and search engines (since backlinks are one essential element of attorney SEO). In Backlinko’s case, the site doubled its organic search traffic in just two weeks thanks to a single skyscraper post.


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


3. Optimize your website and posts for opt-ins


Once you’ve pushed traffic to your website, take advantage of the visitor attention to convert some of them into email subscribers. Capture leads using a variety of opt-in forms scattered throughout your website and in conjunction with blog posts. You can use any number of subtle or in-your-face forms such as:


  • Lightbox / popup: overlay image that fills the screen while dimming out the rest of the page
  • Slide-ins: unobtrusive form that slides into the corner of the screen
  • Below post: opt-in form that rests underneath blog posts
  • Sidebars: form that stays alongside the main content section


The key is to implement various forms and then A/B split test to see which alterations increase conversions. OptinMonster reports that their client, AtHoc, experienced a 141% increase in qualified leads for their email list in just one month after implementing a carefully crafted lightbox opt-in form.


4. Use social media for free advertising


As explained above, it’s not enough to just create excellent content—you must spread the word about it to drive traffic to your website, where you can capture subscribers for your law firm’s email list. In addition to requesting backlinks, get the word out on social media to land more viewers without breaking the bank.
Get serious about increasing social media engagement and increasing views on your posts.


  • Measure the success of each message so you understand what kind of messaging most resonates with your audience
  • Re-share successful content with slightly different messaging to continuously promote your most attractive articles
  • Schedule posts ahead of time to ensure that your law firm’s social media accounts stay fresh, even when you’re not in front of the computer
  • Share informational, not just promotional, content
  • Post at the right times (CoSchedule shares the best times here)


Bonus: Learn how to master social media marketing in just 30 minutes a day—perfect for busy attorneys.


5. Explore affordable paid advertising strategies


If your practice is willing to spend a little dough to reach promising prospects, try starting with a Facebook Ad campaign. James Attorney Marketing & Attorney Marketing’s Facebook Ad user guide can walk you through creating an advertisement from scratch.

Some law firms fall into the trap of thinking that just because they are on a tight budget and new to Facebook Ads, the strategy can’t work for them. Don’t let that misconception deter you; Brian Carter invested just $1 per day for 30 days on Facebook Ads and reached 120,000 people. Your legal practice can do the same.

After building your email list, easily send prospects high-quality content using the James Legal CRM. It comes with a customized 100-page, specialty-specific book branded for your practice!