How to get clients as a lawyer: Steps for client growth in 2026

Learning how to get clients as a lawyer is essential to growing your firm and standing out in a crowded market. To win new business, your firm needs to show up in the right places and provide a professional, easy-to-navigate experience from the first click to the first consultation. 

This article outlines practical strategies to help you attract more law firm clients and build a more resilient practice, one step at a time.

How clients choose lawyers

When someone needs legal help, their first step is often a quick online search. A 2025 survey from the legal marketing company Scorpion found that 74% of clients referred to a firm by a friend or colleague still do online research before deciding who to contact. This underscores the importance of your online presence in shaping your prospects’ first impression of you. 

Visitors are paying attention to everything from your website’s appearance to the clarity of your service descriptions. They want to understand who you are, what you offer, and how easy it will be to work with you. A slow-loading site, vague pricing, or missing contact info can be enough to steer someone in another direction.

Here’s how the client decision process often plays out:

• Search online and compare the top firms that appear

• Scan reviews and social media to evaluate trustworthiness based on recent client experiences

• Visit several firms’ websites to check services, pricing, and attorney bios

• Determine which firms seem best equipped to handle their specific needs

• Decide which firm to contact first 

Clients want to feel confident that you can offer them a smooth, modern experience. By offering digital intake forms, spotlighting your online payment options, and clearly explaining next steps, you show that your firm is prepared, professional, and easy to work with.

13 steps for lawyers to get more clients

There’s no single tactic that guarantees new lawyer clients. But when your firm consistently shows up in the right places and makes it easy for people to understand your services, contact you, and move forward, you’re far more likely to earn their business. 

The steps below cover a range of practical strategies, from polishing your online presence to improving how you engage with leads. Start with the steps that feel most achievable, and build from there.

Step 1: Define your ideal client 

Defining your niche, core services, and ideal client can help optimize your lead-generation efforts. For example, if you’re passionate about family law cases, you can post social media content related to aspects of family law or offer pro bono legal advice to local shelters.

Also, consider whether you prefer to work with clients online, in person, or a combination of both. Offering flexible options can help clients access and share information when they can’t physically visit your office.

Step 2: Create your website and optimize for SEO

Your law firm’s website design plays a critical role in how potential clients perceive you and whether they reach out. A professional site helps you stand out and gives visitors confidence in your services. To attract more leads and convert them into clients, make sure your website strategy includes the following elements:

• Clean, professional design: A modern, easy-to-navigate website signals professionalism and builds trust. The 8am™ MyCase website builder makes it simple to create a fast, mobile-friendly site that reflects your firm’s brand.

• Search engine optimization (SEO): SEO for law firms helps your website show up in Google searches when people look for legal assistance in your area. This includes both technical setup and publishing useful content that builds authority around key topics. (See more details about this strategy below.)

• Google Business Profile: Claiming your free Google Business Profile improves your local visibility and helps your firm appear in Google Maps and search results. It also gives you control over how your firm appears, including your contact info, photos, and client reviews.

• Law firm digital marketing: Digital ads, email campaigns, and social media posts can help drive traffic to your website. These tactics are most effective when paired with a site that’s optimized to convert visitors into leads.

Step 3: Get listed on legal directories

Legal directories are large databases that allow potential customers to find lawyers. These work well for customers since they can typically tailor their search by legal issue, location, and more to find the right match.

Free legal directories typically allow lawyers and firms to list basic information in their directory. You can also access other simple features, such as viewing reviews. Examples of popular free legal directories include:

• Avvo

• Justia

• HG.org

Paid legal directories offer premium upgrades for an additional cost. They go beyond basic profiles and can include perks like adding more details to your profile, publishing articles through the directory’s site, and improving positioning in the directory. Popular paid legal directories include:

• Super Lawyers

• FindLaw

• Nolo

After getting listed, schedule time to routinely check your profile, respond to reviews, and update information as needed. Review the fees for paid directories and decide whether it makes sense, given your budget and goals.

Step 4: Publish helpful content on your website

Once your website is set up, publishing helpful content can increase your visibility and build trust with potential clients. Consider publishing a variety of content types, such as:

• Blog posts that answer common legal questions

• FAQs that address confusion around your practice area or process

• E-books or guides that walk clients through complex legal topics

• Webinars or videos that break down specific issues and show your expertise

To get the most value out of your content, you can share blog summaries in email newsletters, post video clips on social media, or use webinar audio clips in podcast episodes.

Step 5: Create email marketing campaigns 

Email marketing can take some time to set up, but it’s a valuable way to stay top-of-mind with both prospective and current clients.

For example, you might create a welcome campaign for new email subscribers, sending a series of helpful content over several weeks:

• Start with an educational blog post related to your practice area (e.g., common misconceptions about personal injury claims)

• Follow up with answers to frequently asked questions or client success stories

• End the series with a clear call to action, such as an offer for a free consultation

You can also send a regular newsletter to keep your email list informed about your firm, share new content, or highlight recent wins. Most email marketing tools offer newsletter templates to help you get started quickly without building each message from scratch.

Step 6: Run paid online ads

Pay-per-click (PPC) advertising consists of running paid advertisements on Google, Facebook, or other social media sites like X (formerly Twitter). With a PPC campaign, you are charged every time a person clicks on your ad.

PPC can be an effective way to reach very specific groups of potential clients. For example, you might run a Facebook ad that targets small business owners who live near Omaha and enjoy boating. Paid ads can be a low-effort, higher-cost strategy for getting clients if you don’t have the time to pursue more affordable methods.

Step 7: Post on social media

There are many ways to use sites like Facebook, LinkedIn, or X to your advantage without running a PPC campaign. Routinely posting updates, sharing articles, and interacting with followers and other professionals could be enough to help you get clients for your law firm.

Below are some examples of how you can leverage social media:

• Share interesting tips or debunk common misconceptions related to your practice area

• Post answers to common questions clients typically ask

• Share or comment on insightful content from other professionals in your network

• Post client stories and testimonials

• Do live Q&As with your audience

• Recognize your team’s awards and recent achievements

Step 8: Manage online reviews

Your online reputation plays a major role in how potential clients evaluate your firm. Alongside referrals, reviews are one of the first things people look at when deciding who to contact. In fact, a recent survey found that 80% of respondents indicated they look at reviews when considering an attorney. 

Here are a few tips for building a strong presence for your firm on online review sites:

• Ask satisfied clients to leave reviews on platforms like Google and Yelp

• Encourage honest feedback after cases are closed

• Highlight positive reviews in marketing materials or on your website

It’s also important to be prepared for the occasional negative review. If one shows up:

• Stay calm and avoid responding emotionally

• Acknowledge the feedback professionally, and offer to resolve the issue when appropriate

• Use it as an opportunity to demonstrate your firm’s commitment to client service

Managing reviews well strengthens your reputation, helps set realistic expectations, and reinforces trust with future clients.

Take our continuing legal education (CLE) course on creating strong and effective client relationships to learn more.

Step 9: Create a referral program

Referrals are one of the most powerful ways to get clients as an attorney, and they should be part of your long-term growth strategy. In addition to delivering excellent service, don’t hesitate to let clients know how valuable their referrals are.

Here are some ways to strengthen your referral pipeline:

• Build strong lawyer-client relationships. When clients feel supported and respected, they’re more likely to recommend you to others.

• Stay top-of-mind. To nurture the attorney-client relationship, keep in touch through occasional emails or newsletters, especially after a case is resolved.

• Ask for referrals directly. A simple, well-timed referral request can go a long way—just keep the tone genuine and never pushy.

• Back up referrals with online credibility. While nothing beats a personal recommendation, strong reviews help reinforce a referral when someone looks you up online.

Download our eBook, "4 Strategies to Create a Referral-Worthy Client Experience," to learn how to develop more business and improve your clients’ experiences.

Step 10: Say “yes” to networking opportunities

Networking can lead to referrals and new clients. Attending professional mixers, joining legal organizations, and even volunteering for local groups can provide valuable networking opportunities for attorneys.

Prioritize networking options that relate closely to your niche. If your firm specializes in commercial real estate law, you can attend local chamber of commerce mixers to meet business owners and potential law firm clients. Even if you don’t meet someone who needs your services, they may know someone who does.

Step 11: Improve your client intake and follow-up process

A fast, organized intake process makes it easier for prospective clients to move forward, while delays, confusion, and repetitive steps can cause them to drop off before hiring you.

Here are some ways to simplify intake and improve lead conversion:

• Use digital intake forms so clients can securely submit information at their convenience

• Set up automated reminders to keep conversations from stalling

• Run quick conflict checks early to protect your firm and the client

Tools like MyCase offer customizable forms and follow-ups to help you stay responsive, while 8am LawPay allows clients to pay securely online. Together, these solutions help create a smooth, professional intake experience that builds trust from the start.

Step 12: Offer flexible and convenient payment options

Even if a potential client wants to work with you, payment friction can derail the decision. If they can’t pay using their preferred method, or if it isn’t clear on how or when payment is expected, they may choose a different firm.

Offering a range of payment options can help remove those barriers. Here are some tips for how to achieve this:

• Accept credit cards and eChecks for familiar, convenient payment methods

• Allow scheduled payments to help clients manage timing and budgeting

• Provide legal fee financing options to reduce upfront costs

• Offer Pay Later from LawPay, which lets clients pay over time while your firm gets paid in full upfront

Meeting clients where they are financially doesn’t require lowering your rates. It means offering flexible, secure options that make it easier to move forward and help your firm get paid faster.

Step 13: Provide excellent client service 

Getting your name in front of potential clients through your website, social media, or paid ads is only the beginning. What matters just as much, if not more, is how you treat people once they reach out to you. The client experience includes every interaction, from the first email to the final invoice.

It’s not just about how confidently you handle their case. Establishing and improving client relationships also hinges on how well you communicate during lawyer-client interviews and make them feel supported throughout the process. 

How law firms can stand out in crowded legal markets

Your future clients want to be sure that you understand their situation and have the expertise to advocate for them effectively. To stand out from other firms, you need to clearly communicate what makes your firm different and why that difference matters. Below are some tips for how to make a strong impression and position your practice with more clarity and purpose.

Showcase a clear niche or standout expertise

Clients often look for lawyers who focus on the specific issue they’re facing. Highlighting a defined practice area, specialized training, or a track record with certain types of cases helps people quickly understand whether you’re the right fit. Clear positioning also makes your firm easier to find online, since clients tend to search for attorneys who handle their exact needs.

Use powerful social proof

Testimonials, case results, and verified reviews give prospective clients a window into real experiences people have had with your firm. Positive feedback builds trust in a way that marketing language alone can’t. Make reviews easy to find, keep your profiles up to date, and encourage satisfied clients to share their experiences, especially on high-visibility platforms like Google.

Build a memorable brand identity

A strong brand helps your firm stand out and feel trustworthy at first glance. When your messaging, design visuals, and tone are consistent across your website, emails, and social channels, potential clients are more likely to remember and engage with you. A cohesive identity reinforces professionalism and makes your firm easier to recognize in a crowded field.

How to build economic resilience into your client acquisition strategy

When the economy is unpredictable, many clients become more cautious about who they hire and how quickly they move forward with their case. Law firms that present themselves as steady, transparent, and easy to work with are far more likely to earn trust and convert leads. That kind of reliability is especially valuable in uncertain times.

Organized processes, clear pricing, and flexible payment options show prospective clients that you're prepared to meet their needs, making it easier for them to take the next step.

Here are some tips for building a resilient client acquisition strategy:

• Adapt to shifting client budgets with transparency and empathy. Be upfront about pricing, timelines, and what your services include. This helps cost-conscious clients feel more confident in the value you provide.

• Strengthen operational efficiency to prevent lost leads. A fast, organized response can make the difference between winning and losing a client. Use digital intake forms, automated follow-ups, and quick conflict checks to keep the process moving.

• Offer flexible payment options to reduce financial friction. Accept credit cards and eCheck, offer scheduled payments, and provide legal fee financing through Pay Later with LawPay. Giving clients more ways to pay makes it easier for them to move forward.

• Maintain consistent visibility when competitors pull back. Keep showing up. Publish helpful content, request reviews, and reinforce your brand with a clear, professional online presence.

When your firm operates with clarity and consistency, you send a message that you’re ready to help, no matter what the market looks like.

Client acquisition is just one pillar of stability. To see the full data on how firms are protecting their margins against inflation and market shifts, download the complete economic resilience for law firms report.

Strengthening your firm’s future with LawPay

The way you manage billing and payments has a direct impact on your firm’s ability to attract and retain clients. With LawPay, firms can offer a more modern, professional experience that helps clients move forward with confidence while strengthening their business behind the scenes. 

LawPay offers a range of tools that contribute to a smoother process for both your team and your clients, including:

• Online credit and debit card processing

• eCheck payments 

• Pay Later legal fee financing 

• Scheduled payments 

By making payments easier, these tools help your firm get paid faster and maintain steady cash flow, even during unpredictable times. Learn more about how firms are upgrading the client experience with online payments to improve service and drive growth.

Book a demo or sign up now to see how LawPay can support your firm’s growth and resilience.

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