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Lead Generation For Lawyers

The Ultimate Guide to Lead Generation Strategies for Lawyers.

Settify is the global leader in client intake systems for law firms.

What is a lead for lawyers?

A lead is a potential client or case that you or your law firm could work on. Generating leads is a crucial part of marketing and business development for law firms. It involves using various strategies like advertising, referrals, networking, and online marketing to find and engage potential clients.

Once you have identified a lead, you will typically evaluate whether you can take on the case and how best to provide legal services to the client. Overall, lead generation is about finding people who need legal help and building a relationship that results in providing them with the legal assistance they require.

Turning leads into paying clients

Generating leads is only half the battle. The ultimate goal is to turn those leads into clients. Converting leads into clients requires:

  • Quick Follow-up: Implementing a structured process for promptly responding to leads, utilising automated email, phone, or a specialised platform like Settify, can yield a substantial impact.
  • Develop trust: Law firms can build trust by providing valuable information and resources, being transparent about fees and processes, and responding promptly to any questions or concerns.
  • Provide excellent customer service: This should be obvious and require no further explanation. But excellent customer service also looks at the little things that help to empower the client – like ensuring that the process and language used in their matter is fully understood.
  • Use a client relationship management (CRM) system: When used correctly, this can help ensure that no potential client falls through the cracks and that all clients receive timely and personalised communication.
  • Offer a free consultation: It allows potential clients to get to know the firm and its services, ask questions, and get a sense of whether they are a good fit.
  • Provide value-added services: Law firms can differentiate themselves from their competitors by providing value-added services, such as free legal resources, educational webinars, or community events. These services can help build trust and establish the law firm as a thought leader in their industry.

How Settify helps turn leads into paying customers

Settify is the ultimate wingman for law firms! The customer acquisition and engagement platform is like having a personal assistant who knows just how to turn potential clients into paying customers. With Settify, firms can create a personalised experience that leaves clients feeling heard and understood.

Settify’s conversational interface is just one way it creates a tailored customer experience. By gathering information about clients’ needs and preferences, Settify also provides a personalised pathway for the client, giving them a foundational understanding about the requirements of their matter. Plus, it streamlines the lead generation process by automating data collection and screening. Talk about speed and efficiency!

But the support doesn’t stop once a lead is converted into a customer. Settify provides tools and resources to keep firms connected with clients throughout the customer journey. By staying engaged with clients every step of the way, firms can build trust and loyalty and ultimately increase the likelihood of repeat business.

So if you’re looking for a solution to turn your leads into loyal paying customers, Settify is the ultimate choice. It’s like having the most amazing PA who knows exactly what your clients need and how to win them over. Settify saves firms time and energy by streamlining the lead generation process and offers a personalised experience that builds trust, loyalty, and revenue. It’s time to give Settify a try!

Settify screengrabs

Understanding sales funnels to generate leads for a Law Firm

A sales funnel for leads in the context of lawyers refers to the process of attracting and converting potential clients into fee-paying clients. It involves steps designed to guide prospects through the journey from initial awareness to becoming a qualified lead and eventually hiring a lawyer’s services. Here’s a brief overview of the typical stages in a sales funnel for lawyers:

Awareness: This stage focuses on creating awareness among potential clients about the legal services offered. It can be done through various marketing channels such as online advertising, content marketing, social media, and search engine optimisation (SEO). The goal is to generate interest and capture the attention of individuals seeking legal assistance.

Lead Generation: After making prospects aware of the services offered by the lawyer, the next step is to obtain their contact information. This can be achieved through lead generation strategies, such as providing downloadable resources, webinars, or free consultations. The goal is to gather leads’ email addresses or other relevant contact details to maintain communication.

Nurture and Education: After obtaining leads, it’s important to nurture the relationship and educate them about the lawyer’s expertise and the legal issues they may face. This can be achieved through targeted email campaigns, newsletters, blog articles, and webinars that provide valuable information and position the lawyer as a trusted authority in their field.

Evaluation and Qualification: Once a lead expresses genuine interest and engages with a lawyer’s content, they are evaluated and further qualified. This could include conducting assessments, surveys, or direct consultations to assess their specific needs and determine if they suit the lawyer’s services.

Conversion: Once a lead is qualified and ready to move forward, the goal is to convert them into a fee-paying client. This is typically achieved by presenting a compelling offer, such as a customised legal solution, pricing packages, or payment plans. Clear and concise communication about the value and benefits of hiring the lawyer’s services can help drive the conversion.

Retention and Referrals: The sales funnel doesn’t end when a lead converts into a client. Maintaining a positive relationship with clients and providing exceptional service to encourage repeat business and referrals is essential. Satisfied clients can become advocates for the lawyer, referring friends, family, or colleagues who may require legal assistance.

By implementing an effective sales funnel, lawyers can streamline their lead generation and conversion processes, ultimately attracting more qualified clients and maximising their business growth.


Why your law firm’s website is so important for generating new business

Never underestimate the power a professional and conversion-based website can have on generating business and converting clients. The difference between converting a lead or not, could come down to the following:

  • How well your landing page converts
  • How visible your website is on searches
  • How professional and or user-friendly your website appears
  • Your copywriting
  • How well you promote your website and law firm
  • The conversion funnels on your website

There is a lot to think about. Given that a potential client may be seeing you for the first time through your website, is as important as your reputation in securing leads and converting.

Your website should provide answers to the questions a potential client will have about your firm, services and approach. By displaying valuable information about your practice areas, legal expertise, and the benefits of working with your firm, potential clients will better understand the legal issues you handle, your experience, and how/if you can help them achieve their goals.


Ensure your website is built on a platform that your law firm can access to make changes. You may need to create blog posts, and landing pages, change contact details, and team members’ details, add information and delete information in the future.

How to generate leads for a Law Firm

There are multiple strategies that can be used to generate leads for a law firm. . While consulting with a marketing team or agency can offer more insights, here we provide a general overview to help you make informed decisions. Typical lead generation approaches for law firms are outlined below, allowing you to understand which strategies may be most effective and attract more potential clients.


Having KPIs and goals for generating and converting leads is a great way to push your law firm to constantly ensure you are working on obtaining new leads. As this becomes a priority, you’ll find you can increase the KPIs to keep pushing forward.

Obtaining leads by referrals

Referrals are one of the most powerful sources of leads for law firms. When someone recommends your law firm to a friend, family member, or colleague, they trust you and your services enough to put their reputation on the line. Referral leads are often high-quality and are more likely to convert into paying clients because they come from a trusted source.

Here are some strategies that law firms can use to get more leads from referrals:

  • Provide excellent service
  • Ask for referrals
  • Stay in touch with your clients
  • Offer incentives

The Power Of Networking

Networking is an essential component of growing a law firm’s client base. Lawyers can meet potential clients and referral sources by attending networking events, building relationships, and establishing themselves as trusted and reputable.

Here are some strategies that law firms can use to get more leads from networking:

  • Attend relevant events
  • Build relationships with other professionals
  • Have a clear message
  • Follow up
  • Be helpful
  • Leverage social media:


Giving is a 2-way street – Networking is not just about what a law firm can get; but also about what they can give. Firms can establish themselves as trusted advisors by providing advice or value to potential clients and referral sources. This could include sharing knowledge, providing resources, or offering referrals to other professionals.

Follow-up: Following up after a networking event is crucial for building relationships and converting leads into clients. Law firms should send personalised follow-up messages or emails to people they met at the event. This could include a thank-you note or an invitation to meet for coffee or lunch.

Have a clear message: Firms should have a clear message about what they do and who they serve. A clear message helps potential clients and referral sources understand what the firm can do for them and whether they are a good fit. A concise and compelling elevator pitch can help law firms stand out in a crowded networking event.

How content marketing can achieve leads for your law firm

Content marketing involves creating and sharing valuable content to attract and retain a specific audience, aiming to drive profitable customer action. Law firms can benefit from content marketing by generating leads and establishing thought leadership in their practice area.

Social media is a form of content marketing that requires keeping content relevant and entertaining while considering the non-legal background of potential clients. Avoiding legal jargon is crucial to appeal to this audience.

Writing fresh articles is another effective content marketing approach, whether on your own website for search engine optimisation (SEO) or on external platforms through guest posting, which helps attract new audiences.

Demand for quick and easily absorbed information has seen videos excel in the marketing space. , Although they require more time and effort due to filming and editing, when done effectively, videos have the potential to attract clients.

Search Engine Optimisation for lead generation

Search engine optimisation (SEO) is the process of optimising a website and its content to improve its visibility and ranking in search engine results pages (SERPs). For law firms, SEO can be a powerful way to generate more leads by increasing their visibility to potential clients who are searching for information about their legal issue. Here are some strategies that law firms can use to get more leads from SEO.

SEO is constantly evolving. As Google grows, so does the way we rank. Staying up to date and having the latest knowledge is very important. Consider hiring an SEO expert to assist you with your search efforts.

SEO is an ongoing and long-term strategy to grow your business.

Pay-per-click (PPC) or Online Advertising

Pay-per-click (PPC) advertising is a digital marketing strategy that involves placing ads on search engines or other websites and paying a fee each time a user clicks on the ad.

PPC advertising can be a powerful tool to attract potential clients searching for information related to their legal issues, ultimately leading to more leads.

This is where your landing page, website and messaging must be up to scratch. Within the legal industry, a cost per click (CPC) will vary but is generally quite costly, up to $10 per click. When working with PPC for law firms, it is imperative that you ensure you are doing everything you can to obtain that call or email address.

Navigating the world of online advertising can be overwhelming. There are many learning curves and multiple ways to squander your budget. Consider engaging the services of an online advertising professional.


Understanding your audience is crucial to online advertising. You need to know where your audience will be. Think carefully to decide if social advertising or perhaps PPC search advertising is right for your brand and your audience. Always ensure you have clear messaging and professional graphics