There are many links in the chain of generating new clients from the Internet. If any one of these links is weak, or broken, your likelihood of having success will be significantly diminished:
Traffic
Law firm web marketing has to start with traffic. Obviously, if you don't get traffic to your website, it is very unlikely that you will be able to generate new business. But traffic for the sake of traffic isn't enough. If visitors for your site aren't looking for the information or services that you provide, they will likely leave, or bounce off, your site without taking any action. Therefore, your website traffic needs to be targeted. Targeted traffic to your law firm website is the first link in the law firm web marketing chain.
Leads
Leads, or conversions, are the portion of targeted traffic that takes some sort of action on your law firm website. A conversion might be a phone call to your firm, a request for a consultation, or some other informational request (i.e. whitepaper, guide, e-book). Having several well-placed calls to action, will increase the likelihood of a visitor to convert into a lead. Converting traffic into leads is the second link in the law firm web marketing chain.
Clients
Finally, in order to generate a positive return on investment, your law firm web marketing efforts ultimately must generate clients. While having traffic and leads is a good start, those leads have to turn into new revenue for your law firm. The likelihood of your law firm website traffic turning into a new client for your law firm depends on all these links working effectively and efficiently. If you're not getting visitors, then your conversion optimization is meaningless. If you're not converting traffic into leads, then your monthly visitor metrics become meaningless. Finally, your phone could be ringing off the hook but if those calls aren't looking for the services that you provide, again, your law firm web marketing is probably failing.
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But here’s the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: • PPC Ads • SEO Rankings • Lead Generation Very few want to talk: • Brand • Trust & Recognition • Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
If you’ve spent any time on LinkedIn, you’ve likely seen posts from law firm SEO experts showing off charts with an “up and to the right” trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And it’s not just the agencies celebrating—𝗹𝗮𝘄 𝗳𝗶𝗿𝗺𝘀 𝘁𝗵𝗮𝘁 𝗵𝗮𝘃𝗲 𝗵𝗶𝗿𝗲𝗱 𝘁𝗵𝗲𝗺 […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
When you think of "marketing," what's the first thing that comes to mind? Ads? SEO? Social Media? What about: Helping others?Taking the lead? Rallying around your community? Need an example? Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ. These efforts aren't about marketing. They're about supporting a […]
