Yes, you're a lawyer with probably the best law school education and certifications, but now you want to grow your practice and attract more clients. But law school education didn't teach you this, because it's the part of building your practice and your name where you became a business. And a business just like any other, needs clients to survive. This is where you step into a new role: not just as a lawyer, but as a business owner.
To establish and grow your practice, you need to earn the trust of potential clients and make your services stand out. But how do you do that when you have little to no experience in marketing or business development? Don’t worry—this guide will walk you through eight proven strategies to help you attract more clients and build your reputation.
1. Pick a Niche
You can't be everything to everyone. When you try to appeal to everyone, you often end up appealing to no one. But when you specialize in a specific practice area or cater to a particular client type, you immediately become more valuable to those who need exactly what you offer.
Think about it: would you rather hire "a lawyer" or "the lawyer who specializes in exactly your type of case"? Identifying your ideal client allows you to create targeted messaging that speaks directly to their specific needs and concerns. This targeted approach makes potential clients feel understood and valued from the first interaction. When you narrow your focus, your marketing materials become more targeted and effective. By identifying your target audience and focusing on a specific practice area, you position yourself as an expert rather than a generalist.
One great way to develop niche expertise is by hiring someone who can provide the specialized knowledge you need. There are excellent companies that offer lists of independent attorneys who can help you grow your niche. One example is Remote Attorneys, where you can choose from over 2,000+ attorneys specializing in various areas.
This isn't about limiting your practice – it's about focusing your efforts where they'll have the greatest impact. Take some time to reflect on which types of cases where you excel the most, where your skills truly shine, and which client relationships have been most rewarding. These insights will guide you toward a niche that's both professionally satisfying and financially viable.
2. Use and Take Care of Your Network
Referrals remain one of the best ways to gain new clients. In fact, nearly half of people seeking legal help rely on recommendations from friends, family, or coworkers. Make it a priority to nurture these relationships through regular contact, not just when you need something.
Consider implementing a system to check in with key contacts quarterly. Send relevant articles, make introductions that might benefit them, and acknowledge their professional achievements. Attend networking events, join professional organizations, and consistently nurture these relationships to stay top of mind when referral opportunities arise. Creating a formal referral program with clear incentives can also encourage your network to actively send clients your way.
Remember networking is a two-way street. When you refer business to others when appropriate, they’re more likely to return the favor. This makes your network one of your most valuable resources for growing your client base.
3. Create a Unique Value Proposition
In a sea of lawyers and law firms offering similar services, why should clients choose you? What makes you stand out from other lawyers? Your unique value proposition (UVP) answers these questions and sets you apart from other attorneys in your field. Think about what added value you can offer that others don’t:
Consider what makes your practice special:
- Do you offer 24/7 availability when other firms operate only during business hours?
- Can you promise faster turnaround times on document reviews or case resolutions?
- Have you found ways to cut costs below industry averages while maintaining quality?
For example, hiring remote attorneys can help deliver on these promises effectively. Remote attorneys allow law firms like yours to reduce costs associated with physical office spaces while still expanding capacity for handling cases. By partnering with virtual legal professionals, you can offer:
- Extended service hours that accommodate client schedules
- More competitive pricing structures by reducing overhead
- Faster response times through distributed workloads
- Specialized expertise without the cost of in-house specialists
When crafting your UVP, focus on the specific benefits clients receive, not just features of your service. Then ensure this message appears prominently in all your marketing materials and client communications.
4. Create a Website
It's 2025, and you still don't have a website? Not having a website for your law firm in 2025 is like not having a phone number, you're essentially invisible to many potential clients. Your website is your digital storefront, often providing potential clients with their first impression of your practice.
According to studies, 75% of lawyers consider their website to be the most effective marketing tool. Additionally, 82% of potential legal clients research lawyers using online reviews before making contact, and view a lawyer’s website as a critical factor in their hiring decision.
Your website doesn't need to be fancy, but it does need to be professional, mobile-friendly, and informative. Invest in a professionally designed website that reflects your brand identity and clearly communicates your value proposition. Make sure it includes:
- A clear description of your legal services
- Your practice areas and specializations
- Contact information easily accessible on every page
- Offer of a free consultation (if applicable)
- Client testimonials and reviews
- A modern, mobile-friendly design that makes a strong impression
What’s great about a website is that it works for you 24/7, even when you’re in court, meeting with clients or sleeping. The return on investment for a well-designed, content-rich website can be significant, bringing in new client inquiries without requiring your active involvement.
5. Be Visible with Social Media
You might be thinking, "Do I really need to be on TikTok?" The answer depends on your target audience, but you definitely need to be on some social media platforms. People spend hours each day scrolling through social media, and your presence there keeps you top of mind when legal issues arise.
LinkedIn might be ideal for corporate law, while Instagram could be more effective for family law or personal injury. The key is to share content that provides value rather than just promoting your services. Consider creating short videos explaining common legal concepts or addressing frequently asked questions in your practice area. These videos help potential clients see your personality and communication style that demonstrates your expertise.
Don't worry about being on every platform. Choose one or two that align with where your potential clients spend their time, and focus on consistent, quality engagement there. Even posting thoughtful content just once a week can significantly increase your visibility, which is much better than having no presence at all.
6. Create Helpful Content
Content marketing remains one of the most effective ways to attract clients to your law practice. Creating content through blogs, videos, podcasts, or newsletters allows you to showcase your expertise and provide real value to potential clients. When you offer helpful, informative content that answers their initial questions, you’re already building trust and positioning yourself as the expert they should call when they need legal help.
Think about the specific questions you hear most often from new clients. For example, if you practice personal injury law, articles like “Do I need a lawyer for a minor car accident injury?” or “Can I sue for emotional distress after a car accident?” can attract people at the very beginning of their legal journey — because you’re giving them the exact answers they’re searching for.
Educational content also helps filter your inquiries, as potential clients will better understand if their situation matches your expertise. Don't worry about giving away too much information. The reality is that most legal issues are complex enough that people will still need your help even after reading your content.
Consider developing content in different formats to reach various audience preferences: written blogs for those who like to read, videos for visual learners, and podcasts for those who prefer audio content.
7. Create a Google Business Profile
When potential clients search for "lawyer near me" or "legal help in [your city]," will they find you? If you don't have an optimized Google Business Profile, you're missing out on these high-intent searches. Creating and maintaining this profile is completely free and takes just a few hours to set up properly.
A complete Google Business Profile includes your business hours, contact information, practice areas, and high-quality photos of your office and team. Regularly updating this profile with posts about firm news, events, or new content signals to Google that your business is active and relevant.
According to recent research, 46% of all Google searches are looking for local information, and 76% of people who search for something nearby on their smartphone visit a related business within a day. For law firms seeking more business locally, this is an essential tool to establish your local presence.
Encourage satisfied clients to leave reviews on your Google Business Profile, as these reviews influence both your visibility in local search results and potential clients' decisions to reach out to you.
8. Always Collect Feedback from Your Clients
Let's be real, some professionals aren't always great at soliciting feedback. We tend to assume that no news is good news when it comes to client satisfaction. But actively seeking client feedback serves two crucial purposes: it helps you improve your practice, and it generates powerful testimonials to attract new clients.
Let’s be real, some professionals aren’t great at asking for feedback. We tend to assume that no news is good news when it comes to client satisfaction. But asking for feedback serves two purposes: it helps you improve your practice and it generates powerful testimonials to attract new clients.
Create a simple system for collecting feedback at the conclusion of each matter. This could be a brief survey, a follow-up call, or even just an email asking specific questions about their experience. Ask about communication, responsiveness, clarity of explanations, and whether they felt their needs were understood and addressed.
Use positive feedback to create testimonials (with permission) for your website and marketing materials. More importantly, use constructive criticism to identify and address areas for improvement in your practice.
Having a client-centered approach based on ongoing feedback helps you retain existing clients and convert them into advocates who refer others to your practice. Remember that word-of-mouth remains the most powerful marketing channel for legal services.
9. Focus on Your Core by Outsourcing
One of the biggest barriers to growing your client base is simply not having enough time to handle additional cases. By outsourcing administrative tasks and certain legal work, you can focus on client relationships and specialized legal work.
Consider outsourcing:
- Routine document preparation
- Legal research
- Client intake and scheduling
- Bookkeeping and billing
- Marketing and social media management
- Virtual reception services
Attorneys and paralegals working remotely offer flexible solutions that allow you to expand your capacity without the overhead of additional in-house staff. They can handle overflow work during busy periods or provide expertise in complementary practice areas, so you can take on more cases.
This approach not only increases your capacity to take on new clients but also improves work-life balance and reduces burnout factors that impact your ability to deliver great service sustainably.
Final Note
Getting more clients doesn't happen overnight, and you don't need to implement all these strategies at once. Start with one or two approaches that align best with your practice goals and available resources, then measure the results and adjust accordingly.
Remember, building a practice is like making any smart investment: the sooner you start, the sooner you’ll see returns. Support your strategies with hard data and make decisions with your head, not just your heart. Track your efforts to understand which tactics give the best result for your practice. Over time, this data-driven approach will help you refine your marketing and maximize your return on investment.
Above all, focus on strategies that will best serve your current clients. In an industry built on trust and relationships your reputation is your most valuable asset. By focusing on these proven ways, you’ll be set up to grow your practice for years to come.
