How Will I Attract New Clients?

One of the top concerns for new firm owner is how to attract clients. When you go out on your own, you want to know that new clients (and revenue) will be coming through the door. In fact, I devoted Chapter 6 in my book, Mom’s A Lawyer: How to Start a Firm and Take Control of Your Life to “Finding New Clients.”

How Will I Attract New Clients?

This is almost always the first question consulting new and prospective coaching clients ask me. Every firm owner - regardless of practice area, geographic location, or years in practice - wants to ensure a steady stream of revenue.

Why Marketing is Crucial for New Law Firms

Marketing is essential for any business, and law firms are no exception. While some firm owners may bring a book of business from their last position, the majority of lawyers I talk to start without a significant client base, making the need to generate revenue—and attract new clients—urgent.

Navigating the myriad of marketing vendors targeting lawyers can be overwhelming. So, where do you even begin? Before diving into specific marketing tactics, let's pause and consider some key foundational questions and my personal answers to give you an idea of how to approach them:

Key Questions to Shape Your Marketing Strategy

What is my ideal case type?

Who is my ideal client?

Where can I find my ideal clients?

What's the most effective way to reach them?

Marketing may become a significant budget item in the future, but it’s not necessary to spend a ton of money on marketing right off the bat. There are a number of ways to concentrate your marketing efforts based on your schedule and budget:

Referral/Networking

I generally advise new owners to start here. Maximize your existing network first, before expanding your marketing efforts and budget. Past clients, current clients, friends, family, colleagues, and your local community can be invaluable sources of referrals. Never underestimate the power of word-of-mouth marketing. Everyone in your world should know that you are open for business. Cultivating genuine relationships and building a good reputation will pay dividends for the rest of your career.

Digital Marketing

This can include social media, Google ads/SEO, and online video content. While there is no limit to what a firm can spend on marketing, digital marketing can be very effective for reaching a specific audience on a budget.  Identify where your ideal client is online, and cultivate a professional presence on that platform. In Chapter 6, I explain in detail how to identify your target platforms and develop easy content to start building a digital presence.

Traditional Marketing

This includes anything from billboards to radio ads to commercials. Traditional marketing still has its place, but it is costly, and I recommend maximizing in-person networking and low-cost digital marketing first. Because there are so many advertising options, it is imperative to identify your ideal client first, and do your research on what forms of marketing are most likely to reach them.

By addressing these questions and categorizing your marketing efforts, you can create a more focused and effective strategy to attract new clients to your firm. Starting small and gradually expanding your efforts can help you grow sustainably. For help developing a marketing strategy from scratch, book a call and I would love to help you find those clients!