How to Write Effective Thought Leadership Blogs
How to Write Effective Thought Leadership Blogs
By Taylor Lake
What’s the point of having a blog on your attorney website?
It’s an important question, but one that not every law firm can provide a compelling answer to. But for your blog posts to add to your digital marketing in a meaningful way, you need to know exactly what you want them to do for you.
At KPC Marketing Services, we believe that blogs can separate you from your competition when you use them to position your firm as a leader in your practice area. Let’s take a closer look at how you do this.
What is Thought Leadership for Law Firms?
There is no uniform definition of thought leadership. So, the first challenge of is to figure out exactly what it means to you:
- Some describe it as presenting the point of view of experts on industry trends, to help clients think of new ways to solve business challenges.
- Others consider it to be presenting the latest thinking of issues that matter the most to business and management.
- Others describe it as presenting ideas and information designed to improve how companies operate.
How you define thought leadership is up to you. But whatever it means to you, be clear on what you want it to accomplish.
With this caveat in mind, we suggest that for law firms, thought leadership should embrace the following goals:
- New business generation. Ultimately, the purpose of your online presence is to attract new clients. Everything else you do—educating, informing, and showcasing your knowledge—is secondary to this main effort.
- Setting you apart from your competitors. Most law firm websites concentrate on building trust by highlighting what they know about the law. While there is nothing wrong with this, prospective clients already expect you to be knowledgeable. You need to show them more than competency. You need to position your firm as a leader in its field.
- Establishing trust and confidence. As noted above, this is a valid purpose of your website and other digital marketing. But unlike most of your competition, it should be an ancillary goal of thought leadership, not the primary one.
Blogs Establish Effective Thought Leadership
Thought leadership is something you must demonstrate consistently. One of the most effective ways you can keep reaching your prospects is with fresh content and new ideas through your website blog.
Although your blog will not be the only way to show thought leadership, it is a core component of your overall effort.
Thought Leadership Blogs Convey Your Passion
Thought leadership isn’t just about rational thinking. It is more than simply explaining the meaning of a new court decision or the impact of a change in legislation.
There is a strong emotional component to it, which is just as important as showcasing your expertise. One of the most important messages your firm’s thought leadership blog posts convey to your readers is passion.
At the root of all human purchasing decisions is buying emotional state. This includes the decision to purchase legal services from you. In ways direct and indirect, your customers key off your own belief in and emotional commitment to what you are selling.
Passion is infectious. It inspires. It motivates others to act. An illustration of the power of passion is a line from a film based on a true story, Hacksaw Ridge:
“Most of these men don’t believe the same way you do. But they do believe in how much you believe…and they want a piece of it.”
Similarly, when your blogs’ readers can see your unrelenting commitment to improving in your profession and sharing your insights, they may not fully understand everything, but they will emotionally understand that you are committed to being the best. This inspires confidence, trust, and the belief that you’ll do your best for your them.
Write Thought Leadership Blogs that Resonate
Writing compelling thought leadership blogs is not as hard as it may seem if you use a consistent architecture of persuasion with them. Here are some key points to keep in mind to prepare to write, and to build into your writing.
Relevance to the Reader is Paramount
When you are choosing thought leadership blog topics, start by putting yourself in your intended reader’s place and asking, “What’s in it for me?”
Some firms give in to the temptation to write thought leadership content to impress an audience of their peers instead of to inform prospective clients. Do not let yourself fall for this.
Your passion for the law may rub off on your clients, but it is how that passion relates to their self-interest that will decide whether they read your blog and what value they take from it.
What is it about the topic that will affect your client’s life or business? How will it do so? Write to the readers in a way that shows you understand what is important to them, not just significant to you.
When you write thought leadership content targeted to your specific audience needs and concerns, they will view you as more credible and capable than other attorneys covering the same topics at a general level. This is because you are speaking directly about what is important to them.
Seize Attention Immediately with Compelling Headlines and Leads
Professional copywriters often spend what can seem like an inordinate amount of time to come up with a strong headline. There is a good reason for this. If you do not hook the reader’s attention right away with your blog headline, your post is likely not going to be read.
Don’t be subtle when writing your post title. Point out a key benefit to the reader or address a pain point, preferably in a way that will hit a core emotion.
If your headline does its job, then your next immediate concern is to craft a lead paragraph sentence that will draw the reader into the rest of the post. Don’t bury the lead; get to what is critically important for the reader to know.
What about the topic is going to make a meaningful change in the way the reader does things? Will it solve a problem? Require making a significant change to the way the reader does business? Will it impact the reader’s bottom line?
It is no exaggeration to say that 80 percent or more of the battle for your reader’s attention will be won or lost with your post title and its first paragraph. Invest your time and effort accordingly.
Add Value Even if You Don’t Make a Sale
Thought leadership is ultimately about getting clients. But another way they contribute to your firm’s positioning in a competitive legal services market is to build up goodwill. This is true even if the client does not pick up the phone or visit your website at the end of the blog post.
A good rule to follow is to ask yourself, “Even if the reader doesn’t follow up with me, does the piece still give that person something of value as a takeaway?”
Your blog is an ongoing campaign to win over the reader as a new client. Each post is one battle in that campaign. If your reader comes away knowing that you give value every time, this improves your chances of that individual coming back to see what you have to offer in your next post.
Keep it Simple
“I am sorry to write you a long letter, but I did not have time to write a short one.”
It is natural to think that others are just like us, including in how we communicate. This is a trap to avoid when you are writing client-oriented blogs.
To get your JD, you spent up to 20 years in school. In law school, you learned how to deal with complex written subject matter. But chances are, unless your reader is another lawyer, that person does not share your wealth of education and training.
It is not insulting to your reader to write at a seventh or eighth-grade level of reading comprehension. Most people comfortably read at this level even if they are college graduates. Professional sales writers even strive to get their reading level down to a fourth-grade level.
Your reader wants you to get to the point quickly and efficiently in plain language. Using big words and jargon may feel comfortable to you and impress your peers. But unless you are marketing to other lawyers, always be looking for a simpler way to write your message.
Use active voice. Use short sentences. Try to keep your paragraphs to no more than two sentences.
If you need help with plain English writing style, consider using a third-party platform like Readable.com, Hemmingway, or Grammarly.
Consider Partnering with a Professional Marketing Agency
“It all looks good on paper…”
How are you going to launch and sustain your thought leadership blog campaign?
Not every law firm has the people and the time to devote to a sustained thought leadership strategy. This is true when it comes to keeping up a steady flow of informative blog posts that lead to client conversions.
At KPC Marketing Solutions, we understand this. That is why we offer professional thought leadership blog posting services for lawyers.
We collaborate with you to craft precise, engaging, and tailored blog content for your target audience. All our writers are attorneys or have JDs. We know the legal landscape, and how to simplify complex legal language to give valuable information to everyday readers without sacrificing professionalism.
Every blog post we create for you is:
- Optimized for SEO
- Written to engage and inform
- Crafted by legal industry professionals
- Designed to turn readers into leads
With KPC Marketing as your digital marketing partner, you can stay focused on serving your clients while we help you get new ones. We are effectively your ghost writers, transparently working with your lawyers so your prospects only see you.
With our help, your thought leadership blogs will reap the following rewards for your firm:
- Increased visibility online to your target audience
- Stronger trust and confidence in your capabilities and your expertise
- Better prospect engagement
We only serve law firms. Our services are customizable to your needs and affordable.
To learn about how we can serve your firm’s digital marketing needs, give us a call at (866) 457-2627. Or, if you prefer, reach out to us online.
Effective thought leadership through blog posting is a phone call away. Get in touch with us today, and we will help you get started.
Strategic Branding for Law Firm: More Than a Fancy Logo
Strategic Branding for Law Firm: More Than a Fancy Logo
by Kristi Patrice Carter, JD
Many lawyers spend an exorbitant amount of time choosing a logo. Don’t get me wrong, logos are important, but clients rarely hire an attorney simply because of their fancy logo. Yes, they can cause a client to stop and take notice. It can even evoke a sense of connection within a prospective client. But if that feeling isn’t backed up by solid positioning, you’ll lose the client’s attention quickly.
Competition within the legal sphere is fierce. Instead of trying to compete, position yourself to win. Instead of worrying about the other drivers, notice where they are but focus on mastering your lane. Understand your value proposition. For instance, if you rescue tech start-ups from their first lawsuit or shield family wealth from probate, focus on the uniqueness of that positioning—market those attributes on everything, from business cards to social media posts to PPC ads.
Next, give the claim a voice that sets you apart. A corporate defense firm might speak in measured, analytic sentences, whereas a high-stakes criminal defense team can lean on shorter, more urgent lines. Know your audience and what best attracts them to you. Pick the rhythm that flows with your unique service offering. Own it and use it. Everyone within your firm should use the same rhythm, from business cards to emails to everything in between. Consistent sound breeds familiarity, and familiarity breeds trust.
Branding isn’t about purely sounding good. Visuals matter, too. When branding, use a consistent color palette, headshot style, and call-to-action button across all social media and website pages. You can even brand your brand to match your firm’s brand strategy. For example, match your LinkedIn header and background hues to your website’s hex codes. Specify brand fonts and minimum logo clear space in a one-page style sheet that every employee can reference.
Prospects who come across your search engine query, Google Business Profile, blog, or social media post, website, or online brochure should feel as though they’ve walked through the same office door that they saw on your Google My Business or brochure.
Be consistent with your content strategy. Schedule content the way courts schedule hearings—without surprises. Produce stellar and legally sound content that builds trust and authority. Cite statutes sparingly and include plain-English summaries to sidestep legalese. Weekly content demonstrates that you’re alive, attentive, and ready to solve legal issues. When words, tone, and timing march in step, and ABA Model Rule 7.1 marketing limits are respected, the brand sells long before a consultation fee is ever mentioned.
Need help strategizing your law firm’s voice? Our JD-powered marketing team crafts voices that adhere to ethical guidelines. Check out our free Law Firm Marketing Guide at https://www.kpcmarketing.com/seo-for-lawyers-guide/.
Five-Second Verdict: The Homepage Blueprint That Turns Traffic into Paying Clients
Five-Second Verdict: The Homepage Blueprint That Turns Traffic into Paying Clients
by Ayesha S.
Your law firm homepage is the reception desk, intake paralegal, and opening statement rolled into one. Treat it with the utmost care. Prospects arrive anxious and unsure whether anyone can solve their problem. Within seconds, they choose to call, keep searching, or click away. The proper structure of your home page calms those fears and guides visitors toward booking a consultation. Or, it steers them in a different direction. This step-by-step formula turns anonymous traffic into retained clients.
Begin with a headline that mirrors the visitor’s pain and flashes the cure. “Facing a DUI? Get a Former Prosecutor on Your Side Today” outranks “Results. Service. Excellence.” because it speaks in the client’s voice and promises an outcome. Clients reward clarity, trustworthy claims, and verifiable statements. Search engines reward optimized keywords and unique and legally sound content.
Directly beneath the promise, place a bold, firm phone number and a friction-free form that includes all the information your intake specialist needs. Keep fields to a minimum, including name, email, phone, and a short message; every extra box reduces completion rates. Label the button “Request Your Free Case Review” so the next step does not feel risky.
Next, include empathetic copy. A brief paragraph outlining consultation, investigation, and resolution shows you have a plan and that the client will never feel lost. Use plain English; “court deadline” beats “praecipe” in both readability and SEO—reserve technical terms for downloadable resources aimed at peer attorneys.
Follow with proof. Highlight a recent settlement, a trial win, or a testimonial beside the service it supports. Include an advertising disclaimer that results depend on facts and prior outcomes do not guarantee future success. Real evidence quells doubt faster than adjectives. Add alt text and choose high-contrast colors to meet ADA guidelines; accessibility widens your audience and protects compliance. Ensure a minimum 4.5:1 contrast ratio and provide closed captions on any autoplay video.
Speed seals trust. Compress images, defer scripts, and host on a secure server. Google research shows that the bounce risk skyrockets once the load time exceeds three seconds. A secure HTTPS certificate is table stakes. A swift site boosts rankings, reduces ad waste, and shows visitors that you value their time.
Finally, keep your site updated. Analytics reveal which headlines are most effective and which buttons are least effective. Review heat maps monthly, update legal citations quarterly, and test your intake form after every plugin change. Run a full site crawl for broken links and schema errors each quarter. Nothing erodes credibility like a broken submission page.
If the workload feels heavy—or you just prefer practicing law—delegate. At KPC Marketing, every page is crafted or edited by a JD or licensed attorney who understands ethics rules and conversion science. We write the promises, wire the forms, and monitor the metrics, letting you focus on advocacy. Our formula has boosted case intake rates by as much as forty percent (Data pulled from an 18-month campaign across five practice areas).
Book a complimentary homepage audit with our JD Marketing team today and watch qualified leads replace vanished clicks.
Ten-Second Verdict: Your Homepage Is Losing Cases Before They Even Call
Ten-Second Verdict: Your Homepage Is Losing Cases Before They Even Call
by Ayesha S.
Prospective clients judge your firm faster than a judge rules on a routine motion. Studies show that half of visitors leave a confusing legal website in ten seconds or less. If your hero image is a skyline and your headline reads “Excellence. Experience. Integrity.”—You have wasted the moment. Those abstractions describe every practice and nobody in particular. They answer none of the visitor’s pressing questions: Can you solve my problem? How soon? What will it cost? Each second of uncertainty leaks good matters to competitor sites.
Lead with a headline that resonates with the client’s pain point rather than reciting your résumé. A catastrophic-injury boutique can say, “Paralyzed? Pay Nothing Unless We Win.” A business lawyer might promise, “Contracts Drafted, Reviewed, Returned in 48 Hours.” Both lines give an outcome and a clock, anchoring expectations instantly. Compare that to “Full-Service Law Firm Since 1985,” which tells a skimmer only that your stationery is vintage.
Plant a single, unmistakable call to action above the fold. One short form titled “Request Your Free Strategy Session” will outperform a raft of dropdowns. Add your phone number in digits large enough for thumbs. On mobile—now most legal traffic—anything slower than two taps feels like work, and work is the enemy of conversion.
Write for human scanning, not professor grading. Break answers to everyday worries—deadlines, fees, realistic timelines—into bullet-sized paragraphs your reader can digest while holding a coffee. Layer social proof directly under each service description: verdict figures, Google reviews, and recognizable corporate logos. Authentic proof reassures faster than another paragraph of adjectives.
Speed seals trust. Google reports that bounce rates jump by a third when load time increases from one second to three. Compress images, ditch auto-play video, and serve every page over HTTPS. Run quarterly audits for ADA compliance, broken links, and shifting bar-advertising rules. A nimble site protects both rankings and licenses.
Finally, speak directly to the reader. Replace “Our experienced team handles complex litigation” with “Tell us what keeps you up tonight; we’ll map your next move by morning.” The difference is empathy. When prospects feel heard, they stay, click, and call.
KPC Marketing turns hesitant homepages into client magnets. Our JD and lawyer-marketers craft sharp headlines, friction-free navigation, and compliance-proof copy that loads quickly and efficiently. Give us fifteen minutes, and we’ll show you how to win back the clients your site is waving goodbye to. Schedule a quick audit and judge the results for yourself today.
Branding That Speaks: Position Your Law Firm Beyond Logos and Taglines
Branding That Speaks: Position Your Law Firm Beyond Logos and Taglines
by Ayesha S.
Branding for law firms begins long before a designer sketches a gavel or sets three noble adjectives in gold foil. It starts with positioning: the place your practice occupies in a prospect’s mind—fast problem solver, courtroom closer, or strategic counsellor. Everything else should reinforce that single promise.
Define that promise in a simple positioning statement: “Boutique litigation team that turns business disputes into settlements within six months.” Slip the line into your internal style guide, not your homepage header. The sentence is a compass; it steers tone, service mix, and hiring decisions. When a shiny sponsorship package or social trend emerges, the compass determines whether it aligns.
Tone translates positioning into language. A family-law practice that markets peace should write in calm, first-person sentences: “We guide you through each option.” A plaintiff’s trial shop may choose punchier verbs: “We drag insurers to the table.” Select one active voice and apply it consistently across website headlines, LinkedIn posts, and welcome emails. Prospects feel a sense of consistency, even when they cannot articulate it; that feeling breeds trust before contracts are signed.
Visual cues must echo the written voice. A firm that promises speed should avoid stock gavels and choose crisp photography with generous white space. Colors matter too: charcoal and cobalt speak differently than pastel teal. Create a library of approved images, fonts, and icon styles, and then share it with all vendors. When a conference flyer, webinar slide, and Instagram reel resemble one another, viewers sense professionalism without needing to read a single syllable.
Consistency resides in both cadence and design. Schedule content so your voice appears predictably: a weekly (or daily) LinkedIn insight, a monthly email, a quarterly newsletter, or a video. Use identical hyperlinks, which helps with SEO and brand recognition. Leads should recognize you wherever they click. Track analytics for each channel; retire what drags and double down on posts that earn consultations. Brand equity compounds like interest, small, steady deposits across platforms are more effective than an occasional billboard blast.
Branding is never finished. Court decisions shift, economic cycles turn, partners retire. Review the positioning statement annually and refine the voice as new audiences emerge. Update bios, refresh images, and prune slogans that no longer fit. The goal is not to chase trends; it is to remain recognizable as the same dependable counsel your clients praise offline. Do that, and the logo becomes a shortcut for a larger story—one that brings referrals before your pitch deck opens. Real branding works while you sleep, earning trust without the need for advertising.
Stop Losing Leads: Replace “Contact Us” with Calls That Convert
Stop Losing Leads: Replace “Contact Us” with Calls That Convert
by Ayesha S.
Prospective clients arrive on a law firm website with one silent plea: tell me what to do next. When they find only a dusty “Contact Us” link, they feel as if you handed them a blank intake sheet and walked away. That non-direction forces them to choose a method, guess a timeline, and hope someone answers. In a ten-second attention span, that gamble is lost business.
A high-performing call to action guides them and frames the next step as progress, not paperwork. “Start My Case Review” signals immediacy and ownership. “Book a Free Consultation” removes price anxiety and sets a calendar expectation. Both begin with strong verbs, speak directly to the reader, and replace legal jargon with human benefits. They answer the visitor’s question before it’s fully formed.
Placement shapes conversion. One bold button must live above the fold on desktop and dominate the first scroll on mobile. Match the color with your accent palette, but make it impossible to miss. Duplicate a smaller, supportive version after each central section for readers who need context. Surround the button with white space so eyes land there first and avoid competing links that distract wandering thumbs.
Forms should feel lighter than a handshake. Name, email, phone, and a brief case note are enough to begin. Every extra field drives down completions, and you can always gather details once trust has been established. Add a single-sentence privacy assurance— “Your information remains confidential.” That line, especially in family or criminal matters, doubles submissions by calming fears of exposure. Then route inquiries to a live responder within minutes.
Tailor the language to practice areas. Estate planners thrive on “Reserve My Will Consultation.” Startup lawyers spark interest with “Incorporate My Company Today.” A bilingual firm might offer buttons in both languages, widening the funnel without clutter. Test two versions at a time, measure clicks against inquiries, and let the data determine the champions. The right wording can lift conversions by thirty percent without spending another dollar on traffic.
Replace the dusty “Contact Us” link with precise, benefit-laden commands, and your website transforms from brochure to guide. Visitors stop guessing, hesitation evaporates, and qualified leads arrive ready to talk strategy, not directions. In a competitive market, clarity is compassion, and decisive calls to action are the quickest route from curiosity to a signed engagement letter. Every lost click today funds your rival’s growth tomorrow. Upgrade yours before the next refresh
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Turn Clicks into Cases with Strong CTAs
Prospective clients arrive on your law firm’s site with one silent plea: What should I do next? A lonely “Contact Us” tab answers with silence. It forces visitors to choose a method, estimate the response time, and hope the message reaches the right inbox. In ten seconds or less, most back out and call a competitor who offers clearer direction.
Swap that passive link for an active, benefit-driven button. “Start My Case Review” promises immediate progress and utilizes the keywords clients type into Google, boosting SEO while guiding user behavior. “Book a Free Consultation” eliminates price anxiety and sets a calendar expectation. Both phrases begin with strong verbs and speak directly to the visitor, converting curiosity into motion.
Placement matters as much as wording. Place a bold button above the fold on desktop and mobile, then repeat a smaller version after each central section. Keep the color on brand, yet impossible to ignore, and surround it with white space so eyes snap to the call.
Finally, trim the intake form to name, email, phone, and a short case note. Add a line assuring confidentiality. Simpler forms mean more submissions, and more submissions mean more signed engagements for your growing practice.
Law Firm Websites Lose Leads When “Contact Us” Is Your Only Call to Action
Your website might look great, but if “Contact Us” is your main call to action, you’re losing qualified leads. Visitors don’t want to guess what to do—they want direction. A strong, clear CTA turns passive browsing into proactive engagement.
Instead of vague links, use action-driven language: “Start My Case Review” or “Book a Free Consultation.” These phrases reduce friction and create a sense of progress. They also alleviate hesitation by addressing concerns about cost or timelines.
Placement matters, too. Put your CTA button front and center—above the fold on desktop and at the top of the first scroll on mobile. Repeat it throughout the page, surrounded by clean space that draws the eye. Skip clutter links that derail attention.
Your form should be short: name, email, phone, and a brief case note. Add a privacy assurance, such as “Your information remains confidential,” especially for sensitive matters. Quick response times turn interest into action.
Tailor your CTA to your practice. Test different versions and let performance guide decisions. A simple wording shift can boost conversions by 30%—no extra ad spend required.
Don’t just invite visitors, lead them.
More Blogs ≠ More Clients
More Blogs ≠ More Clients
By Jerome Hutchinson
Law firms publish content at a steady rate, including weekly blogs, FAQs, and case summaries. The intent is right: build authority, improve search rankings, and attract more clients. But for most firms, these efforts never translate into calls or case leads.
Law firms are doing what every marketing agency tells them to do: post consistently. But the truth is that consistency without strategy is a waste of time.
Why Most Law Firm Blogs Fail to Rank or Convert
- Misunderstanding Google’s Expectations
Many firms believe that publishing more blog posts leads to better rankings. However, Google rewards relevance, clarity, and authority over frequency. A generic 500-word article on “What to Do After an Accident” will not rank unless it is uniquely helpful, well-structured, and actionable.
- No Strategic Funnel or CTA
Readers often reach the end of a blog without being asked to explore services, download resources, or book a consultation. Without internal linking, clear calls to action, or user behavior tracking, firms are left to guess instead of guiding.
- Competing Against Legal Giants
It is challenging for local and mid-sized firms to compete with national law firms and multi-location powerhouses. These firms can afford full-time SEO teams and content staff to help them dominate Google’s search results for high-value keywords.
What Law Firms Should Prioritize Instead
- Optimized Practice-Area Pages
If a potential client searches “truck accident lawyer in Miami,” your blog post about winter driving tips will not cut it. Practice-area pages, like “Miami Truck Accident Attorney,” are the real workhorses of law firm websites. These are the pages that Google often shows first in search results when someone is ready to hire.
Law firms should tailor each practice area page to one specific type of case. It should include location-specific keywords, clearly outlined services, frequently asked questions, and persuasive but concise calls to action. Blog content can support these pages, but it cannot replace them.
- Smart Content with Clear Value
Content needs to go beyond definitions and filler. What matters is specificity. Instead of “The Importance of Hiring a Lawyer,” consider a post that answers: “How Long Does a Whiplash Settlement Take in Texas?” Then, explain the variables clearly.
This type of content is valuable because it speaks to where the client is in their journey. It reassures, informs, and builds trust without needing a hard pitch. That is what turns a search into a call.
- Calls-to-Action That Convert
Every page needs a purpose. Without a relevant call to action, the user bounces. CTAs do not need to scream, “Hire us now.” Instead, they can guide and encourage the reader to take action.
Good examples include:
- “Download our checklist for documenting your injury.”
- “Schedule a free consultation to review your case timeline.”
- “Explore how past clients resolved similar claims.”
Calls-to-action that feel like guidance rather than pressure convert better. And they keep the reader moving through your site instead of leaving it.
How KPC Marketing Builds Content That Drives Real Results
- Content Plans That Start With Intent
If the goal is to attract clients seeking help after a motorcycle accident, we do not start with general safety tips; we start with what those clients are actually typing into Google.
- Content That Matches Your Expertise
We will make sure that your content reflects your expertise and is clear, accurate, and genuinely helpful, as it comes from an expert in the field.
- Measurable Impact, Not Guesswork
We track everything, from the keyword it ranks for to the clicks it receives and the actions it inspires. You will know what is working, what needs refinement, and where to invest next.
Skip the Noise, Build the Pages That Get Calls
Your law firm does not need to publish more content. It needs to publish the right content. Stop wasting your budget on unread blogs. Contact KPC Marketing today at (866) 457-2627 or visit our contact page to get started. Let our JD-powered team create a marketing strategy that actually brings in cases.
Maximizing Your Law Firm’s Google Business Profile
Maximizing Your Law Firm’s Google Business Profile
By Jerome Hutchinson
Why Your Google Business Profile Might Be Costing You Clients Without You Realizing It
What makes this worse is that Google’s local search algorithm considers how complete and up-to-date your listing is. Even if you’re the best lawyer in town, an incomplete profile could drown you in the search results.
The First Step: Fix What’s Missing or Misleading
Start by logging into your profile at google.com/business. Take your time and carefully review:
- Business name
- Address
- Phone number
- Website (including all contact details)
- Practice areas (categories)
- Office hours
- Type of services your firm covers
- Photos
Make sure they’re accurate, current, and match the information listed elsewhere online. If you haven’t claimed your law firm’s profile yet, do it here: Claim your Google Business Profile.
Next Step: Turn Your Profile into a Lead Generator
Here’s a no-fluff checklist to help your law firm’s Google Business Profile work smarter—and bring in more qualified leads:
· Choose a precise primary category (e.g., Personal Injury Attorney instead of Lawyer)
· Use real photos of yourself, your office, employees, and contractors. Also, include pictures of staff at events, especially ones involving the community. Additionally, you can include images of attorneys with clients, influencers, or well-known individuals (with written permission, of course).
· List your email address, business hours, local and toll-free phone numbers, and mailing address.
· Happy clients lead to a better reputation, increased revenue, and more referrals. Always ask existing clients for reviews (and respond to all of them). Even if a client is disgruntled, it’s important to acknowledge their dissatisfaction while publicly attempting to fix the issue.
· Post regular case updates or highlights, FAQs, or other pertinent information using Google Posts.
· Use one profile per physical office and follow Google’s rules for multi-attorney setups.
· Monitor performance with Insights and adjust your marketing strategies on how people find and interact with your listing.
· Fix any conflicting or outdated information that appears on your website or and directories.
· Avoid keyword stuffing or using fake locations—this could lead to Google suspending your profile.
· Schedule 10 minutes a week to update or review your listing.
Want Help Making Your Google Business Profile Start Work Like It Should?
The Best Ways for Attorneys to Establish a Referral System with Existing Clients
The Best Ways for Attorneys to Establish a Referral System with Existing Clients
by Kristi Patrice Carter, JD
Provide an Outstanding Client Experience
- Specialize in relevant areas of law.
- Work diligently to establish a strong track record of success.
- Showcase your deep legal knowledge.
- Stay updated on legal developments and strategies.
- Communicate clearly and frequently about case progress.
- Establish achievable expectations and provide results.
- Exhibit empathy, competence, and knowledge about your clients’ issues.
- Be open to constructive criticism and make changes when necessary.
Ask for Connections at the Right Time
- Immediately following a case’s favorable resolution.
- When a client expresses gratitude or appreciation.
- During follow-up meetings after a case has closed.
- After you have worked diligently to rectify an issue and devised a mutually agreeable resolution to a problem.
Leverage Client Testimonials
Stay Connected Through Email Marketing
- Updates on developments in the law or legal trends
- Success stories and case studies
- Helpful legal tips related to your practice area