You will discover several links in the cycle of creating new clients from the Web. Whenever any one of these links is poor, or lost, your possibility of having success will be significantly reduced:
Targeted visitors
Law practice web marketing has to start off with targeted traffic. Clearly, if you don’t get page views to your website, it is rather impossible that you will be able to build new clients. But page views for the sake of site visitors isn’t enough. If readers for your site aren’t seeking for the info or services that you provide, they will likely leave, or bounce off, your site without taking any action. Therefore, your websites traffic needs to be targeted. Targeted page views to your law firm website is the first link in the law firm web promotion chain.
Qualified prospects
Prospects, or conversions, are the portion of targeted targeted visitors that takes some sort of action on your law firm websites. 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 prospects is the second link in the law firm website marketing chain.
Clients
Eventually, in order to get a positive return on investment, your law firm internet advertising and marketing efforts ultimately must build clients. While having site visitors and qualified prospects is an excellent start, those qualified prospects have to turn into new revenue for your law firm. The likelihood of your law firm site targeted 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 visitors into qualified prospects, 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 website advertising and marketing is probably failing.
Here's a recent Google SERP for "𝘄𝗵𝗼 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗰𝗮𝗿 𝗮𝗰𝗰𝗶𝗱𝗲𝗻𝘁 𝗹𝗮𝘄𝘆𝗲𝗿𝘀 𝗶𝗻 𝗽𝗵𝗶𝗹𝗮𝗱𝗲𝗹𝗽𝗵𝗶𝗮." Ads? ❌LSAs? ❌Local Pack? ❌Links? ❌ 🔷 AI Overview? ✅ 6 firms listed. Only one tiny 🔗. Click the 𝗦𝗵𝗼𝘄 𝗺𝗼𝗿𝗲 button? 𝗬𝗼𝘂 𝗴𝗲𝘁: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
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. […]
