Lead strategy for law firms

Where law firms find leads

• Practice-area pages: One page per practice area, explaining who you help and how a consultation works.
• Referral networks: Other attorneys, accountants, financial advisors and former clients.
• Local search: Accurate office locations, practice areas and reviews where your rules permit.
• Educational content: Plain-language explainers on common questions, written carefully as general information.
• Community talks: Seminars for business owners, families or specific groups you serve.

Questions to qualify a lead

• What type of matter is this, and where is it located?
• Are there deadlines or court dates coming up?
• Who are the other parties involved? (for conflict checks)
• Have you worked with another attorney on this matter?
• How would you like to be contacted?

A follow-up cadence that fits

• Within the hour: Acknowledge the inquiry and offer a consultation time.
• Before the consultation: Send what to bring and the fee or no-fee terms of the meeting.
• After the consultation: Send an engagement letter or a clear non-engagement letter.
• No response: A short, respectful follow-up, then close the inquiry in your records.
• After the matter: Thank the client and, where permitted, ask for a review or referral.

Compliance notes

Lawyer advertising is governed by your state bar’s rules of professional conduct, often modeled on ABA Model Rules 7.1 to 7.3. Common requirements include no false or misleading statements, no guarantees of outcomes, required disclaimers, limits on direct solicitation, and rules about calling yourself a specialist.

Make clear on intake forms that submitting information does not create an attorney-client relationship, and ask for only a brief description until conflicts are cleared. Get written consent before marketing texts. Check your own state bar’s rules; this is general information, not legal advice.

Using Leads Strategy

Firms can build a landing page per practice area with a short intake form, track inquiries in the CRM by practice area and status, draft consultation follow-up emails and educational posts with the AI assistant for attorney review, and schedule posts in advance.

Frequently asked questions