Marketing guide for lawyers

Top of Funnel strategies for generating new leads

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What Is a Marketing Funnel?

A marketing funnel is a model that describes the journey a potential client takes from becoming aware of your law firm to becoming a paying client. It’s called a funnel because, at each stage of the journey, the number of potential clients decreases.

As potential clients progress through the funnel, they learn more about your mission and what your firm can offer them. When they arrive at the bottom of the funnel, they should be ready to hire you or purchase your products.

The funnel also gives you data that can help improve your marketing strategies. By tracking how many potential clients enter the funnel at each stage, you can see which marketing strategies are causing an increase in new clients and which ones need to be improved.

The stages of the marketing funnel are:

  • Awareness
  • Interest
  • Consideration
  • Decision


In this first stage of the marketing funnel, the potential client becomes aware of your law firm. They may gain awareness through:

  • marketing efforts
  • word of mouth
  • seen your firm mentioned in the news
  • paid advertising
  • SEO
  • social media

For example, a potential client may be looking for a lawyer and see an ad for your firm on Facebook. Awareness is the most important metric to focus on when starting because it’s at the top of the funnel.

If readers or individuals searching for a law firm don’t know your business exists, they can’t enter the funnel. You need to get as many potential clients into the funnel as possible.


Once potential clients are aware of your firm, they need to develop an interest in what you offer and how it can aid them in solving their problems. Granted, they already have a small amount of interest if they signed up to enter your funnel via landing page or email marketing; this is where content marketing comes in.

Content marketing creates supportive, informative, and interesting content that potential clients want to read. For example, you might write a touching blog post about the top ten mistakes people make after they’ve been in a car accident. If the potential client is interested in what you have to say, they’ll keep reading.

If the potential client or someone they know has experienced a similar situation, they likely will continue reading. The content teaches potential clients about your firm; it relates to them, touches their pain points, and solves their problems. It builds trust and credibility with potential clients.


Once prospective clients are interested in your firm, they’ll start to consider whether or not you’re the right law firm for them. They’ll look at your website, read your reviews, and talk to their friends and family. It is where your online presence and reputation come into play. You need to make sure your website is well-designed and easy to navigate.

Your reviews need to be positive, and you need to manage your online reputation actively. The potential client compares your firm to other options and decides whether or not to use your services. So do your research based on your business objectives beforehand to know what your target clients are looking for.

Make sure your firm is the best solution. That means looking into your competition and differentiating yourself. For example, if you feel one of your competitors makes it challenging to find the contact page on their website, make sure yours is highly visible and easy to find.


Once the potential client has considered all their options, they’ll decide which law firm to hire. Suppose they choose to hire your firm, congratulations! You’ve made a sale. If they choose to hire someone else, you can use the data from their journey through your marketing funnel to improve your marketing strategies.

A marketing funnel is an essential tool for any law firm. It helps you to track your marketing efforts and to see where you need to improve.