How to get more clients for a law firm?

At a Glance:

To get more clients for a law firm, focus on strengthening referral relationships, improving online visibility through SEO and paid search, and building trust through clear positioning, reviews, and client experience. While referrals remain critical, most prospective clients now research firms independently before making contact. Law firms that combine referral-led growth with strong digital credibility, targeted marketing, and consistent client communication are best positioned to generate more enquiries and sustain long-term growth.

For most law firms, growth still comes down to a simple question: how do we get more of the right clients, consistently?

The short answer is that winning more law firm clients today requires a mix of referrals, digital visibility, and trust-building. While referrals remain critical, they no longer work in isolation. Prospective clients now validate firms online before making contact, compare options quietly, and often decide who not to call before they ever pick up the phone.

Below are the most effective and proven strategies law firms use to attract more clients, increase enquiries, and build sustainable growth.

Build a Strong Referral Network

Referrals remain one of the most effective ways to get new law firm clients. However, the strongest referral networks are intentional, not passive.

Law firms that grow through referrals actively build relationships with complementary professionals such as:

• Accountants

• Financial advisers

• Real estate agents

• Business brokers

• Consultants and advisers

These professionals encounter legal needs regularly and can become consistent referral partners when relationships are nurtured over time.

The key is to stay visible, helpful, and top of mind. Regular check-ins, shared insights, and mutual value matter far more than asking directly for referrals.

Invest in Digital Marketing and SEO

Search engine optimisation (SEO) is one of the most reliable ways to attract law firm clients who are actively looking for legal help.

Most potential clients begin with a search like:

• “commercial lawyer in Melbourne”

• “family lawyer near me”

• “employment lawyer for small business”

To capture this demand, your law firm website needs:

• Clear service pages targeting specific practice areas

• Location-based keywords where relevant

• Simple explanations of who you help and how

• Strong credibility signals such as experience, credentials, and case examples

SEO is not about volume. It is about clarity and relevance. Firms that explain their expertise clearly and consistently tend to convert better, even with less traffic.

Use Paid Advertising for Predictable Lead Flow

Google Ads and paid social advertising can be highly effective for law firms that want predictable, controllable lead generation.

Paid advertising works best when:

• You target specific services or industries

• Landing pages are clear and credibility-led

• Ads focus on solving a defined problem, not generic claims

While paid advertising requires investment, it can deliver faster results than SEO and is often used to complement referral and organic strategies.

Leverage Online Reviews and Reputation

Online reviews play a critical role in law firm marketing. Even referred clients often check reviews before making contact.

Google reviews, in particular, help:

• Build trust quickly

• Reinforce referrals

• Improve local search visibility

Law firms that consistently request reviews from satisfied clients tend to outperform those that leave reviews to chance. The key is to make the process easy and timely, not transactional.

Deliver Exceptional Client Service

Client service is one of the most overlooked marketing tools in law firms.

Clear communication, responsiveness, and transparency around fees directly influence:

• Repeat work

• Referrals

• Online reviews

• Overall reputation

Firms that keep clients informed and reduce uncertainty create stronger advocates who are far more likely to recommend them to others.

Use Lawyer Directories Strategically

Legal directories such as Avvo, FindLaw, and local bar association listings can improve visibility, particularly for certain practice areas.

While directories rarely drive all enquiries, they:

• Reinforce credibility

• Support SEO and brand presence

• Act as validation points for referred prospects

The key is consistency. Your firm details, positioning, and services should align across all platforms.

Use Content Marketing to Build Authority

Content marketing helps law firms demonstrate expertise before a client ever speaks to them.

Effective content includes:

• Blog posts answering common legal questions

• Short guides explaining complex issues

• Articles addressing industry-specific challenges

• Educational videos or insights shared on LinkedIn

The goal is not to publish constantly, but to publish useful content that helps clients understand their problem and see your firm as a credible solution.