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Each visitor that comes in contact with your firm has the potential to be converted into a lead.  

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Legal Marketing for Converting Visitors Into Clients

Some visitors may immediately need your services. Others may have a passing interest in your area of expertise, and everything in between.

Regardless of how they make their way to your website, it’s challenging to convince them you have the solution they need. 

It’s not enough to have a lot of web traffic and offline interest in your firm. That is only half the formula to a successful legal marketing campaign. The second half of the equation is converting those visitors into actual leads. 

To do that, you need a legal marketing plan to help guide all types of people through your sales funnel. And, hopefully, they become clients. 

Let’s explore several tips and lessons the legal marketing experts use to channel traffic into profitable relationships for both parties.

90-Day Law Firm Marketing Plan

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There is a litany of tools and tips available to transform a person seeking information into a potential client. And these tips don’t just apply to law firms. Businesses and services of all kinds (for example, continuing education institutions) use inbound marketing techniques to expand their companies and generate leads. 

There are quick-start legal marketing templates available that can give you a framework strategy of how to proceed. But, before you start, it’s essential to have an idea of what legal marketing tools are available. 

Relevant Content

Well-written, timely, and well-measured content on your blog or site gives value to the time and efforts of a visitor. When a visitor finds their time is well spent on your site, they’re more likely to convert into a client. 

Relevant content also allows your firm to promote itself by introducing your team’s members, showcasing its knowledge and its accomplishments.

Having your website’s content properly calibrated with keywords and Search Engine Optimization (SEO) can help increase the chances of interested parties finding your law firm in the first place.

Social Media

There are several social media platforms to choose from that can reach a variety of potential clients. Depending on the user’s temperaments and needs, each platform will generally appeal to a different person. 

Know your ideal client’s preferences, like where they like to hang out online. Then figure out how each platform can be optimized for legal marketing. 

Facebook, for example, is better suited to bolstering your firm’s brand and personality. Twitter works well to keep people up to date on the happenings and successes of your law firm. Instagram is all about visuals. Linkedin is more of a professional business platform. 

If you employ any or all of these platforms, the content should be tailored to fit its audience while maintaining the following essential tool: your core message and brand. 

Consistent Messaging And Branding

There comes the point in almost everyone’s life that they will need the services of a lawyer. The public, on some level, likely realizes this. And a part of them will be keeping this in mind as they go about their day, either online or offline. 

From a legal marketing point of view, there is a lot of competition for your audience’s attention. When you connect with a potential client, they may be worried about legal matters, presently or in the future. 

Therefore, it’s crucial your legal marketing message and brand are clear and consistent. Consistent messaging and branding give potential clients foundational knowledge about who you are and what you can do. 

If that message varies too greatly, then the person is forced to re-evaluate your identity and how they perceive your value. But, frankly, they likely won’t have time or the motivation to put effort into ‘re-categorizing’ you and just move on to a competitor. 


For many law firms, referrals make up a significant portion of the new client generation. Rather than leaving the chance of a referral up to luck or word of mouth, referral marketing can be a helpful tool to employ. 

Keep in mind as well that current clients can also be repeat clients. Keeping past and current clients happy can lead to other valuable referrals.

Some law firms go as far as categorizing their referral sources and ranking them according to their contributions. This way, they can develop the most effective relationships with those sources for the greater possibility of returns.

Keep The Ball Rolling

Once the visitor has clicked on the Call To Action (CTA), it’s essential to make the corresponding form template easy to navigate and complete. 

For example, inputting a large amount of data or personal details might prevent the visitor from completing the form. 

Sync With A CRM

A Customer Relationship Management program (CRM) can be an invaluable tool for analyzing and streamlining interactions with new, existing, and potential clients. 

A CRM can reveal your conversion rate, which shows the ratio of people who visit your site or ad to people who actually become a lead. This rate is a crucial metric for gauging how well your efforts in generating leads are progressing. 


When it comes to attracting new clients, it would be great to have a system in place that allows you to ‘set it and forget it’ But that’s not how conversion and legal marketing works. 

Generating new leads for your firm is a dynamic process that requires surveillance and attention on an ongoing basis. 

Attention to detail in your legal marketing plan is what the experts at Kaleidico do best.

Schedule a discovery session for a quick 30 minutes that can make the difference between finding new clients on a continual basis or having the well run dry.

Photo by RODNAE Productions from Pexels

Gabe Franklin
About Gabe Franklin
Gabe Franklin B.A., is a communications and marketing writer specializing in mass media, B2C, and SaaS. He holds multiple marketing certificates.