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Slaying the Competition: How Successful Lawyers Land the Clients They Want [2023 Updated Edition]

Created: Feb. 23, 2023, 10:26 p.m. Last updated: March 10, 2023, 8:47 a.m.

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In the world of law, competition is fierce. Whether you're a solo practitioner or a member of a large firm, landing the clients you want can be a challenge.

But successful lawyers know that it takes more than just legal expertise to stand out in a crowded field. They understand the importance of marketing, networking, and building strong relationships with their clients.

In this article, we'll explore the strategies that top lawyers use to slay the competition and attract the clients they want.

Table of contents:

1. Marketing Strategies: Creating a Strong Brand

2. Networking: Building Connections That Matter

3. Building Relationships: Putting Clients First

4. Boost Your Online Presence: Tips and Strategies

1. Marketing Strategies: Creating a Strong Brand

To attract the clients you want, you need to create a strong brand that sets you apart from your competitors. Here are some effective marketing strategies to consider:

Develop a Brand Identity

Your brand identity is more than just a logo and a tagline. It's the way you present yourself to the world. To create a strong brand identity, consider the following:

  • Define your unique value proposition. What makes you different from other lawyers in your practice area?
  • Choose a visual identity that reflects your brand's personality and values.
  • Develop a consistent tone of voice that reflects your brand's personality and values.

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Create a Professional Website

A professional website is a must-have for any lawyer who wants to slay the competition. Your website should:

  • Be easy to navigate and use
  • Clearly communicate your services and expertise
  • Showcase your brand's personality and values
  • Be optimized for search engines

Content Marketing

Content marketing is a powerful way to attract and retain clients. Here are some content marketing strategies to consider:

  • Create a blog that addresses your clients' questions and concerns
  • Produce educational content, such as white papers and ebooks
  • Use social media to share your content and engage with your audience

2. Networking: Building Connections That Matter

Networking is a critical part of building a successful law practice. Here are some strategies to help you build connections that matter:

Join Professional Organizations

Joining professional organizations is a great way to meet other lawyers and build your professional network. Consider joining organizations such as:

  • The American Bar Association
  • The National Association of Criminal Defense Lawyers
  • The American Association for Justice

Attend Industry Events

Industry events such as conferences, seminars, and trade shows are great opportunities to meet potential clients and build your professional network. Consider attending events in your practice area, as well as events that focus on business and entrepreneurship.

Be Active on Social Media

Social media is a powerful networking tool for lawyers. Here are some tips for using social media to build your professional network:

  • Follow other lawyers and legal organizations in your practice area
  • Share relevant news and insights with your followers
  • Engage with your audience by responding to comments and messages

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3. Building Relationships: Putting Clients First

Building strong relationships with your clients is key to building a successful law practice. Here are some strategies to help you put your clients first:

Understand Your Clients' Needs

To provide exceptional service to your clients, you need to understand their needs and concerns. Here are some ways to do this:

  • Listen actively during consultations and meetings
  • Use client surveys to gather feedback and insights
  • Stay up to date on industry trends and changes that may impact your clients

Communicate Clearly and Frequently

Clear and frequent communication is essential to building strong relationships with your clients. Here are some tips for effective communication

Set Clear Expectations

Setting clear expectations with your clients is important for managing their expectations and building trust. Here are some tips for setting clear expectations:

  • Be transparent about your fees and billing practices
  • Clearly outline your role in the client's legal matter
  • Communicate your expectations for the client's participation and cooperation. You choose your client.

Provide Exceptional Service

Providing exceptional service is the foundation of building strong relationships with your clients. Here are some ways to provide exceptional service:

  • Respond promptly to client inquiries and concerns
  • Be proactive in providing updates and progress reports
  • Anticipate potential issues and provide solutions before they arise

4. Boost Your Online Presence: Tips and Strategies

You won't get more clients if you don't actively seek out and engage with potential customers for your law firm. In today's digital age, it's crucial to have a strong online presence, and to be where your ideal clients are looking for lawyers and legal information. Here we reccomend some of the places where potential clients are searching:

Google Search Results

Google is often the first place people turn when they need legal help. We assure you, being at the top of the page or in the Google Map Pack can be the difference between a potential client contacting you or your competition. Investing in SEO (Search Engine Optimization) can help you rank higher in search results and attract more visitors to your website.

Law Firm directories and other Directories

Law firm directories, such as Avvo, SuperLawyers, City Pros and Yelp, can help you reach potential clients who are searching for lawyers in your practice area. Make sure your profile is up to date and includes all relevant information, such as your areas of practice, contact information, and client reviews.


As we can see, more and more people are turning to YouTube to find answers to their legal questions. Creating videos that provide information and solutions to common legal challenges can help you attract and engage potential clients. You can also optimize your videos for search to ensure they appear in relevant search results.

It's not enough to simply have a website and hope that potential clients will find you. To succeed in a crowded field, you need to be strategic and proactive in your marketing efforts.

By investing in SEO, optimizing your law firm directory profiles, and creating educational content on YouTube, you can be where your ideal clients are looking for legal help and increase your chances of attracting new business.

In addition to Google, law firms can also leverage social media platforms like Facebook to reach potential clients. With over 2.7 billion monthly active users, Facebook is an ideal platform to connect with potential clients and build relationships. Here's how law firms can use Facebook to their advantage:


Facebook allows law firms to connect with potential clients in a more informal and interactive way than a traditional website. By creating a Facebook page for your law firm, you can share information about your practice areas, staff, and client reviews, as well as post updates and insights related to the legal industry.

Communication with Clients

Effective communication is essential to building strong relationships with clients. Law firms can use social media platforms like Facebook to communicate with clients and answer their questions.

By responding promptly to messages and comments, law firms can demonstrate their commitment to customer service and build trust with potential clients.

It's important to note that there are ethical considerations when using social media for marketing and communication purposes. Law firms should ensure they comply with their jurisdiction's rules of professional conduct and avoid any potential ethical violations.

In our opinion, law firms should leverage multiple online platforms to attract and retain clients. By being where their ideal clients are looking for legal help, including Google, law firm directories, YouTube, and Facebook, and by communicating effectively with potential clients, law firms can differentiate themselves from their competition and succeed in a crowded field.

As a legal practitioner, obtaining new clients can be a daunting task. However, with a proper strategy in place, it can be more feasible than you might think.

Research indicates that a substantial proportion of attorneys (35%) acquire fresh clientele through directories, while approximately 27% gain referrals from other legal professionals and through recommendations from acquaintances. On the other hand, 38% of clients find legal services on Google.

Therefore, if you focus on digital marketing, you stand to attract more than half of all potential customers. This could translate to a significant increase in your client base and ultimately your revenue.


Slaying the competition and landing the clients you want requires a combination of legal expertise, effective marketing strategies, networking, and a client-focused approach.

By developing a strong brand identity, building a professional website, creating educational content, joining professional organizations, attending industry events, understanding your clients' needs, setting clear expectations, communicating clearly and frequently, and providing exceptional service, you can stand out in an already crowded field and attract and retain the clients you want.

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Q: How can I differentiate myself from other lawyers in my practice area? 

A: To differentiate yourself from other lawyers in your practice area, you can consider specializing in a niche practice area or offering exceptional client service.

According to a survey by the American Bar Association, 75% of lawyers believe that developing expertise in a specific area of law is one of the best ways to differentiate themselves from their peers.

Providing exceptional client service, such as responding promptly to inquiries and being accessible to clients, can also set you apart. Having a strong online presence through a professional website and social media profiles can help you reach potential clients who search for lawyers online.

Additionally, publishing thought leadership content, such as blog posts or articles, can establish you as an authority in your practice area. According to a survey by Greentarget, 81% of legal buyers consider thought leadership content important when selecting a lawyer.

Finally, seeking out networking opportunities and building relationships with potential clients can also help differentiate you from other lawyers.

Q: How important is networking in building a successful law practice?

A: Networking is an essential component of building a successful law practice. According to a survey by LexisNexis, 85% of lawyers agree that networking is critical to their success.

Networking allows lawyers to connect with potential clients, referral sources, and other professionals in their field, which can lead to new business opportunities.

For example, attending legal conferences or joining professional associations can help lawyers build relationships with other attorneys who may refer clients to them. Additionally, networking can help lawyers stay up-to-date with industry trends and best practices, which can enhance their skills and reputation.

Q: What should I do to put my clients first? 

A: To put your clients first, you should understand their needs, communicate clearly and frequently, set clear expectations, and provide exceptional service.

We recommend you start by actively listening to them and understanding their goals and concerns. According to a survey by Clio, a legal practice management software provider, 78% of clients believe that their lawyer should be a good listener.

You can also communicate with your clients regularly and keep them informed about the progress of their cases. Additionally, providing exceptional client service can help prioritize the needs of your clients.

According to the same survey by Clio, 66% of clients are more likely to recommend a lawyer who delivers teh best results and exceptional client service.

Q: How do lawyers find new clients?

A: Lawyers use various methods to find new clients. Here are some common ways:

  • Referrals: Many lawyers get new clients through referrals from their current or former clients. Satisfied clients are often happy to recommend their lawyer to their friends and family.
  • Networking: Lawyers often attend industry events, seminars, and conferences to network with other professionals and potential clients. They may also join professional organizations and online communities to connect with people who may need their services.
  • Advertising: Some lawyers use advertising to attract new clients. They may advertise on television, radio, billboards, or in print publications. They may also use online advertising and social media to reach potential clients.
  • Online presence: Many people search for lawyers online, so having a strong online presence is important. Lawyers may create a website, optimize it for search engines, and use online directories to list their services.
  • Content marketing: Lawyers may create helpful content, such as blog posts, e-books, and videos, that answers common legal questions or provides information on legal topics. This can help them attract potential clients who are searching for information online.

Overall, lawyers use a combination of these methods to find new clients and grow their practice.

Q: What are the most effective ways for lawyers to find new clients?

A: As with any business, finding new clients is essential for lawyers. One of the most effective ways to attract new clients is through referrals.

Lawyers can encourage their existing clients to refer them to friends and family members who may need legal representation.

Additionally, lawyers can use social media to market their services and reach a wider audience. Attending networking events, conferences, and seminars is another way to meet potential clients and establish professional connections.

Q: How important is it for a lawyer to establish a good reputation in order to attract and retain clients?

A: Establishing a good reputation is crucial for lawyers. Clients are more likely to hire a lawyer who has a positive reputation and a track record of success.

Lawyers can build their reputation by providing excellent service, achieving positive outcomes for their clients, and being transparent and communicative throughout the legal process.

Positive client reviews and word-of-mouth recommendations can also contribute to a lawyer's reputation.

Q: What are some strategies lawyers can use to turn new clients into returning clients?

A: Once a lawyer has acquired a new client, it is important to turn them into a returning client. One way to do this is to provide exceptional service and exceed the client's expectations.

Lawyers can also stay in touch with their clients and provide regular updates on their case. Offering discounts or other incentives for repeat business can also be effective in retaining clients.

Q: How can a lawyer maintain effective communication with their clients in order to build a lasting relationship?

A: Effective communication is essential for building a lasting relationship between a lawyer and their client. Lawyers should set clear expectations for communication from the outset of the relationship, such as how often they will provide updates and how the client can contact them.

Providing regular updates and responding promptly to client inquiries can also help build trust and a sense of partnership.

Q: What are some ethical considerations that lawyers should keep in mind when seeking new clients or retaining existing ones?

A: Lawyers have a duty to uphold ethical standards in their relationships with clients. They must avoid conflicts of interest and ensure that they are not representing clients with conflicting interests.

Lawyers must also be transparent about their fees and avoid overcharging clients. Additionally, lawyers must maintain client confidentiality and protect their clients' interests at all times.

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