How to Get More Clients: Attorney Marketing Strategies (video)

In today’s digital-first world, growing a legal practice online is both an opportunity and a challenge. The legal sector faces fierce competition, rapidly evolving consumer expectations, and the rise of AI-generated content. In a recent episode host John Golden sat down with Jonathan Rosenfeld, owner and managing attorney at Rosenfeld Injury Lawyers, to discuss actionable strategies for expanding a legal business online.

Drawing from over 15 years of experience, Jonathan shared nuanced insights into what truly works in legal marketing today. This blog post breaks down the main themes and expert advice from the episode, offering in-depth, actionable guidance for attorneys and legal marketers looking to stand out and connect with clients in a crowded digital landscape.

1. Build Authority with Quality, Educational Content

Why Quality Content Matters

Jonathan Rosenfeld emphasizes that educational, client-focused content is the cornerstone of a successful online presence. In a saturated market, generic or surface-level articles simply don’t cut it. Potential clients are often anxious, confused, and seeking trustworthy information—your content should address these needs directly.

Actionable Tips:

• Address Real Client Questions: Use your experience to identify the most common concerns and questions your clients have. Create blog posts, FAQs, and guides that provide clear, actionable answers.
• Go Beyond the Basics: Instead of generic “What is personal injury law?” articles, dive into specifics—such as “What to do after a rideshare accident in Chicago” or “How Illinois law handles slip-and-fall cases.”
• Update Regularly: Laws and best practices change. Regularly review and update your content to ensure accuracy and relevance.

Incorporate Real-World Examples

Jonathan’s approach includes weaving in actual case studies and anonymized client stories. This not only makes your content more relatable but also improves SEO by targeting specific, long-tail search queries.

• Case Studies: Share the process and outcome of real cases (with client permission or anonymized details). Highlight the challenges, your approach, and the results.
• Testimonials: Feature client testimonials and reviews to build trust and credibility.

Invest in Long-Form, In-Depth Content

Short, superficial posts are easily lost in the noise. Jonathan has found that long-form, comprehensive content performs better in search rankings and provides more value to potential clients.

• Create Ultimate Guides: For each major practice area, develop detailed guides that cover every aspect a client might need to know.
• Use Structured Formatting: Break up long content with headers, bullet points, and summaries to enhance readability and SEO.

2. Adapt to Evolving Consumer Behavior

Understand the Modern Legal Consumer

Today’s clients are more informed than ever. They research extensively before reaching out, often arriving at consultations with a solid understanding of their situation.

Key Insights:

• Clients Compare Multiple Attorneys: Your online presence is often your first impression. Make it count.
• Transparency is Crucial: Be upfront about your process, fees, and what clients can expect.
• Empathy Wins: Many clients are in distress. Approach every interaction with compassion and understanding.

Action Steps:

• Offer Free Resources: Provide downloadable checklists, eBooks, or webinars to help clients educate themselves.
• Be Accessible: Make it easy for clients to contact you—offer multiple channels (phone, email, chat) and clear calls to action.
• Showcase Your Expertise: Use your website and social media to highlight your experience, credentials, and case results.

3. Leverage the Power of Video Content

Why Video Matters

Video content allows potential clients to connect with you on a personal level before ever picking up the phone. Jonathan notes that while it can be challenging to measure direct ROI, video helps build trust and humanize your practice.

Best Practices:

• Introduce Yourself: Create a short “About the Attorney” video to put a face to your name.
• Explain Legal Concepts: Use video to break down complex legal topics in simple, conversational language.
• Share Client Stories: With permission, share video testimonials or case studies.

Tips for Effective Legal Videos:

• Keep it Professional but Approachable: Dress professionally, but speak in a friendly, relatable tone.
• Optimize for SEO: Add transcripts, captions, and keyword-rich descriptions to your videos.
• Promote Across Platforms: Share videos on your website, YouTube, LinkedIn, and other relevant channels.

4. Use AI Tools Wisely—But Don’t Rely on Them

The Role of AI in Legal Content

AI-generated content is everywhere, but Jonathan cautions against over-reliance. While AI can help brainstorm ideas or draft outlines, it often lacks the nuance, accuracy, and personal touch required for legal writing.

Recommendations:

• Use AI for Ideation: Let AI suggest topics or generate initial drafts, but always review and rewrite for accuracy and tone.
• Fact-Check Everything: Never publish AI-generated legal content without thorough review by a qualified attorney.
• Personalize Your Message: Infuse your unique perspective, experience, and voice into every piece of content.

Avoiding Pitfalls:

• Don’t Sacrifice Quality for Quantity: Publishing large volumes of generic content can hurt your SEO and reputation.
• Stay Compliant: Ensure all content meets ethical and legal standards for your jurisdiction.

5. Balance Technology with the Human Touch

Why Human Connection Still Matters

Technology can streamline processes, but it can’t replace empathy and personal attention. Jonathan stresses the importance of being responsive and genuinely caring in every client interaction.

Actionable Advice:

• Respond Quickly: Aim to reply to inquiries within minutes, not hours. Speed can be the deciding factor for a potential client.
• Train Your Team: Ensure everyone who interacts with clients understands the importance of empathy and responsiveness.
• Follow Up: Don’t let leads go cold. Implement a system for timely follow-ups via phone, email, or text.

Monitor and Refine Your Approach

• Track Performance: Use analytics to see which content and outreach methods are most effective.
• Be Willing to Pivot: If something isn’t working—whether it’s a blog post, video, or ad campaign—don’t be afraid to change course.
• Solicit Feedback: Ask clients for feedback on your website, content, and communication. Use their insights to improve.

6. Responsiveness: The Ultimate Conversion Tool

The Critical Role of Speed and Empathy

In a world where clients can contact multiple attorneys with a few clicks, being the first to respond—while showing genuine care—can set you apart.

Jonathan’s Philosophy:

• Aggressive Outreach, Gentle Touch: Be proactive in following up, but always remain sensitive to the client’s emotional state.
• Empower Your Team: Make responsiveness a core value in your firm’s culture.

Practical Steps:

• Implement Live Chat: Offer instant messaging on your website for immediate engagement.
• Set Up Automated Acknowledgments: Let clients know their inquiry has been received and when they can expect a response.
• Prioritize New Leads: Make new client inquiries your top priority each day.

Thriving in the Digital Legal Landscape

Expanding your legal practice online requires more than just a website and a few blog posts. As Jonathan Rosenfeld’s experience shows, success comes from a commitment to quality, a deep understanding of your clients, and a willingness to adapt. By focusing on educational content, leveraging video, using AI judiciously, and maintaining a human touch, attorneys can build trust, stand out from the competition, and grow their practices—even in a crowded, AI-driven marketplace.

Ready to take your legal marketing to the next level? Start by evaluating your current online presence, implementing these expert strategies, and always keep the client’s needs at the center of your efforts.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.