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5 Ways to Generate More Leads for Solicitors

Legal services have lots of competitors and so it’s important to ensure lead generation remains consistent. With digital channels dominating, the traditional methods of lead generation simply aren’t enough. This article will guide you through 5 key ways to raise your lead generation game and become more visible and credible in the eyes of potential clients.

Lead generation for solicitors

Lead generation is the strategic process of identifying, attracting and converting potential clients into qualified leads for legal services. With so much competition, legal firms and solicitors are vying for the attention of prospective clients, which calls for effective lead generation campaigns. Essentially, you need to stand out from the crowd—and maintain that position.

Lead generation is what brings in a steady influx of qualified leads. Without good lead generation, a firm may struggle to attract new clients and, ultimately, may lose out to more ‘visible’ firms. As such, it’s important to invest in lead generation initiatives for long-term viability and profitability.

Consumers have access to more information than ever before, which means they’re betting informed and able to compare services. This means that solicitors and legal firms have to adapt to attract, engage and retain clients in places where they are most active (i.e., online).

5 ways to generate more leads for solicitors

Here are five ways solicitors need to consider when it comes to generating more leads:

SEO (Search Engine Optimisation)

The vast majority of consumers will use a search engine like Google when they need legal services. This means that solicitors need to master SEO (search engine optimisation) to generate more leads. SEO as a process means optimising your online presence to rank higher in search engine results pages (SERPs) for relevant keywords.

One of the most important parts of SEO as a lead generation strategy is being able to increase visibility organically. This means being strategic in targeting and optimising your website with the right keywords. By using keywords with strong commercial intent and high search volumes, you’re more likely to be seen by potential clients when they’re actively searching for legal assistance

Unlike traditional forms of advertising, SEO is remarkably cost-effective for lead generation purposes. Achieving the top rankings in competitive legal keywords requires time and effort, but the long-term benefits of this far outweigh any initial investment.

PPC (Pay Per Click)

PPC (Pay Per Click) advertising is another powerful digital marketing tool. This lead generation technique aims to generate leads with precision targeting. Unlike relying on organic ranking improvements like SEO, PPC places firms at the top of SERPs immediately by bidding on ad placements.

PPC is particularly advantageous in this respect as it means solicitors can capitalise on time-sensitive opportunities or high-demand keywords. By bidding on keywords related to your niche, you can ensure that ads are displayed prominently to users searching for those terms, which increases the likelihood of getting qualified leads.

Although PPC does offer instant visibility, it isn’t always as cost-effective as SEO in the long run. PPC campaigns need an ongoing budget allocation to keep up with ad placements. The cost per click (CPC) for competitive legal keywords can also be quite high.

When considering PPC for lead generation, you also need to consider lead time. Unlike industries where there are immediate transactions and conversions, legal services have varying timelines from initial consultation to case resolution. As such, solicitors need to align their PPC campaigns with realistic expectations of how quickly a lead can be converted into a client and successfully concluded.

Social Media

Social media is a powerful way to gain leads. By developing a social media presence, law firms can engage with their audience, establish credibility and position themselves as an authoritative voice within their niche.

There are so many social media platforms that it’s somewhat impossible to stand out on them all. However, when law firms consider their niche and its demographics, they can target social media more effectively. Knowing which social media platforms your potential clients use means you can prioritise your presence on these.

For example, if you’re a corporate law firm, you’ll need to establish a presence on LinkedIn. However, platforms like Instagram and Facebook are more suitable for those focusing on consumer-oriented services with individuals who are seeking legal advice or representation.

No matter the platform, you need to be consistent and authentic. By sharing informative content regularly, engaging with followers and taking part in relevant discussions, solicitors can build credibility and position themselves as the go-to for legal guidance in their niche.


Building strong professional networks is important for solicitors, especially those working in commercial law. Networking provides a way for solicitors to make meaningful connections and discover valuable business opportunities.

Industry-specific networking groups provide the perfect opportunity for solicitors to connect with business owners, entrepreneurs and executives. These occasions provide a perfect opportunity for solicitors to establish rapport and explore potential collaborations or referrals. It’s also a great opportunity to demonstrate expertise and build visibility with prospective clients.

Find Your USP

Establishing a distinctive USP (unique selling point) enables solicitors to differentiate themselves and attract leads. It’s often difficult to stand out amongst competitors, but having a USP is a powerful way of capturing attention and engaging potential clients.

One way to consider your USP is to think about any calls to action you can offer that will resonate with your target audience. This might be something like a free initial consultation. An incentive like this shows your willingness to invest in their needs. It also provides potential clients with an opportunity to experience your expertise before they commit.

Finding your USP will also mean assessing your area of specialisation so that you can position yourself well in the market. Instead of trying to appeal to a wider audience, consider focusing on niche markets where you can provide exceptional value. As a specialist, you’ll get a reputation for expertise, which will make it easier to attract new clients seeking specialist services in your field.

Final Thoughts

Legal services are competitive, which means you have to create a consistent flow of leads to be successful. Naturally, digital channels are dominating the market, which means that traditional methods of lead generation are no longer enough. It’s now clear that firms need to consider new strategies like SEO, PPC advertising, social media, networking and finding a USP to secure leads. With a multi-faceted approach, solicitors can drive growth and build authority in their domain.

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