Digital marketing for law firms is changing fast. 

With the rise of AI tools and alternative search platforms, it’s easy to wonder if SEO, the alleged benchmark for all digital marketing over the last two decades, is still worth it. The short answer is yes, most firms can absolutely generate leads and clients through Google, but there is some important nuance. 

The first question you need to answer is… can you attract the types of clients you actually want for your law firm through Google? If so, keep reading. 

If not, then book a call with our marketing team to learn about other marketing channels that may be a better fit. Especially if you are “picky” about the types of clients you want to work with. 

The Rise of AI-Powered Search is Cutting into Traditional Google Search

The most significant development is the rapid shift in how consumers seek information. Increasingly, people are bypassing Google altogether and turning to AI-driven platforms like ChatGPT, Grok, Gemini, and Perplexity. Early estimates suggest that as much as 10% of organic search traffic that once flowed through Google is now moving to these conversational AI tools.

This change represents both a challenge and an opportunity. Law firms that rely exclusively on Google rankings may see diminishing returns, while those that adapt early to AI search optimization could capture a new and growing segment of potential clients.

Preparing Your Firm for the Future

If you are re-evaluating your law firm’s marketing strategy in 2025, it is no longer enough to simply “do SEO.” Instead, you should consider a dual-focus approach:

  1. Maintain Core SEO Practices
    • Ensure your website is technically sound and mobile-friendly.
    • Continue producing high-quality, authoritative content.
    • Optimize for local search so clients in your area can find you.
    • Collect reviews and build credibility through online reputation management.
  2. Optimize for AI Search Platforms
    • Develop clear, structured content that AI systems can easily interpret.
    • Focus on answering client questions directly and concisely.
    • Build a strong digital footprint across multiple platforms, as AI tools pull data from varied sources.
    • Stay informed about how emerging platforms manage citations and visibility.

We can help you do all of this. Click here to book a call with our team. 

Wrapping It Up

So, does SEO still work for law firms in 2025? Absolutely. Google remains a critical source of leads for many firms. But the industry is undergoing a massive shift in consumer behavior. More clients are turning to AI-powered search tools for answers, and that trend is only gaining momentum. Forward-thinking law firms should not abandon SEO; instead, they should expand their strategies to include AI search optimization. By doing so, they will not only maintain visibility in traditional search but also position themselves ahead of the curve in the next era of digital marketing.

AI has fundamentally changed the way people search for information on the internet. Since March of 2024, Google has been serving AI overview for certain searches, which provide synthesized information pulled from a variety of sources – with citations to each source.

Google’s AI Overviews have moved beyond “experimental feature” to standard SERP real estate, appearing above sponsored ads and organic results. What’s more, is that legal searches trigger AI overviews almost 78 percent of the time – more than any other industry.

For law firms, this isn’t a minor update. It’s a fundamental change in how potential clients discover legal information—and how they discover you.

What does this mean? If your firm’s content isn’t showing up in that AI Overview, you’re invisible to a massive portion of searchers. And most law firms don’t even know it’s happening.

Most firms are still optimizing for the Google of 2023. They’ve built websites that rank for traditional keywords, but they haven’t adapted to the reality of AI-driven search. And the firms that move fast on AI Optimization (AIO) are already capturing visibility that their competitors are completely missing.

Why AI Overviews Matter More Than You Think

Let’s be direct: AI Overviews are not replacing traditional search results. They’re displacing them. When someone searches for a legal question, the AI Overview appears first. Sponsored results come next. Then organic listings. That’s your new hierarchy.

For law firms, the implications are profound. A potential client searching “how to modify a custody agreement” doesn’t scroll past the AI Overview to find your perfectly optimized blog post. They read the overview, get their answer, and if your content contributed to that overview, you might get a click. If it didn’t, you’re invisible.

But here’s what makes this opportunity for firms willing to adapt: most of your competitors aren’t doing anything about it yet. They’re still fighting over traditional keywords and optimizing for traditional SEO. They haven’t realized that AI Overviews require a fundamentally different approach to content strategy.

We consistently appear in the AI Overview for “Best Legal Content Company,” and it’s driven qualified traffic directly from searchers actively looking for exactly what we offer. That’s not an accident. It’s optimization.

The Foundational Rule Still Applies

Before I walk you through the tactics, here’s something critical: the core principle of SEO hasn’t changed. Create high-quality content that provides genuine value to your potential clients. That’s it. That’s been the rule for years, and it remains the rule today.

The difference? AI Overviews have made the specificity and clarity of that content even more important. You can’t hide behind vague, keyword-stuffed content anymore. AI systems are training on content that actually answers questions comprehensively and conversationally. Google is rewarding clarity and expertise.

So AI Optimization isn’t about learning a whole new game. It’s about playing the old game better—with greater precision, more direct language, and content structures designed for how AI systems actually read and synthesize information.

Three Tactics to Get Your Firm Into AI Overviews

1. Answer Long-Tail Queries With Precision

Remember the insight from our previous piece about long-tail keywords? They matter even more now—because they’re exactly what ends up in AI Overviews.

When someone searches for a specific legal question—”can a landlord charge for normal wear and tear in Colorado,” or “what happens to a business in a divorce”—they’re asking for a direct answer. And that’s what AI Overviews pull: comprehensive, direct answers to specific questions.

Here’s what this means for your content strategy: create blog posts and resources that answer these questions completely in the first 1-2 paragraphs. Not buried deep in the content. Not after an introduction. Upfront.

Why? Because AI systems are extracting that initial answer to display in the overview. If your content takes three paragraphs to answer a straightforward legal question, you’re not getting selected.

Practical example: Instead of a blog post titled “Custody Modifications” that buries the actual answer in paragraph four, write one that starts: “A custody agreement can typically be modified if there’s been a material change in circumstances—such as a parent’s relocation, change in income, or shift in the child’s needs. Here’s exactly when courts will approve modifications and what you need to prove.”

Answer first. Elaborate second. That structure is gold for AI Overviews.

2. Use Conversational Language That AI Systems Recognize

This one feels counterintuitive to lawyers. Legal writing traditionally favors formal language, complex sentence structure, and industry jargon. But AI systems—and more importantly, the people using them—respond better to conversational clarity.

When you write for AI Overviews, you’re optimizing for how actual humans ask questions. They don’t say, “What are the statutory requirements for initiating dissolution of matrimonial proceedings?” They say, “How do I start a divorce?”

Write the way your clients think, not the way legal briefs are written.

This doesn’t mean abandoning accuracy or authority. It means using shorter sentences, defining terms as you introduce them, and adopting an explanatory tone rather than a prescriptive one. Use “you” and “your” when appropriate. Break complex concepts into digestible chunks.

Concrete example:

Traditional legal writing: “Pursuant to the statute, the obligor shall be responsible for a prorated share of childcare expenses incurred by the obligee.”

Conversational for AI: “You’ll typically share childcare costs with the other parent. Here’s how that’s calculated in Colorado…”

AI systems are learning from content that sounds human and helpful. If your content reads like a legal manual, it’s less likely to be selected for an overview that serves everyday people searching for answers.

3. Implement Structured Data (Schema Markup) for Legal Content

This is where most law firms completely drop the ball. They create great content, optimize for keywords, but never tell Google what that content is.

Schema markup—structured data in a specific format—tells search engines and AI systems exactly what information your content contains. For legal content, this means marking up things like: legal advice, Q&A sections, definitions, credentials, and expertise areas.

Google’s AI systems use schema markup to better understand and extract information. When you properly mark up a blog post about family law, Google understands it’s a legal resource written by an expert. That context helps determine whether your content gets selected for an AI Overview.

Practical implementation:

Use FAQPage schema for Q&A-format content. Use LegalService schema to describe your practice areas. Mark up author credentials with Person schema that highlights relevant expertise. Use Answer schema for direct responses to common questions.

This isn’t optional anymore. Firms without schema markup are flying blind in the AI-driven search landscape. Firms with proper schema implementation are getting their content surfaced in AI Overviews because Google has a clear, machine-readable signal about what your content is and who wrote it.

You don’t need to become a schema expert—tools like Google’s Rich Results Test and platforms like Yoast can help—but you do need to implement this consistently across your blog and resource pages.

The Competitive Advantage Is Narrow

Here’s the reality: AI Overviews are still new enough that most law firms haven’t optimized for them. The firms that are—that are answering specific questions directly, writing conversationally, and implementing schema markup—are already seeing outsized visibility.

But that window won’t stay open forever. Within 12-18 months, firms will catch up. The competitive advantage will compress. The firms that move now have a head start. The firms that wait will be playing catch-up in a much more crowded field.

And none of this—none of it—requires abandoning the fundamentals. Create content that genuinely helps your potential clients. Answer their actual questions. Write with clarity and authority. Let AI systems understand what you’ve created through proper markup.

The game hasn’t changed. The playing field just got more visible.

Getting Started: Your Next Steps

  • If you’re ready to implement AI Optimization, start here:
  • Audit your existing content. Which blog posts and resources directly answer specific legal questions? Which ones bury the answer? Start there.
  • Identify long-tail opportunities in your practice areas. What specific questions are your clients asking? Create comprehensive content targeting those questions with direct answers upfront.
  • Implement schema markup on all legal content. Start with FAQ and LegalService schema. Make it machine-readable.
  • Write conversationally. Audit a few existing pieces. Could they be clearer? More direct? Rewrite with your actual clients’ language in mind.

For a deeper framework on how to implement these tactics systematically, check out our 2025 AIO For Lawyers Guide – it walks through the full AI Optimization strategy with concrete examples and implementation checklists.

The legal search landscape is changing. The foundational principles remain constant: create real value, demonstrate expertise, answer questions clearly. But now, you also need to make sure AI systems can actually find, understand, and surface that value to the potential clients searching for it.

The firms that understand this distinction are already winning. The question is: will you?

When people talk about law firm marketing, they usually go straight to the website, SEO, or ads. Maybe referrals get a mention. But here’s what gets overlooked way too often: the people answering your phones, handling your intake, and talking to your clients every single day.

Your staff is your brand. They’re often the first impression, the day-to-day relationship, and the final word on how someone feels walking away from your firm. And if you’re not thinking about them as part of your marketing strategy, you’re missing a huge opportunity.

They Control the First Impression

Clients don’t usually meet you first—they meet your staff. If the intake person sounds rushed, cold, or confused, that client may never call back.

You can have the slickest website on the internet, but if your receptionist is rude or inconsistent, it won’t matter.

On the flip side, a kind, helpful voice on the phone can turn a hesitant caller into a booked consultation. That’s marketing. That’s brand trust.

They Shape the Client Experience

Most clients have no clue what makes a good legal strategy. But they do know how your team treated them.

If a paralegal was responsive, they’ll remember that. If an assistant helped explain paperwork in plain English, they’ll tell their friends. If the billing staff took the time to answer a question kindly instead of defensively, they’ll leave a better review.

Every small moment adds up, and those moments are often delivered by your staff, not you.

They Keep Referrals Alive

Referral relationships don’t just depend on you.

If another lawyer sends someone your way and that person has a bad experience with your front desk, you might not get another referral.

But if the process is smooth, professional, and pleasant from start to finish—even when things get tricky—that referral source is more likely to trust you again. Your team’s attitude and communication style play a huge part in that.

They Amplify Your Values

Whatever you say your brand values are—compassion, efficiency, honesty, communication—your team is the one living it out.

They answer emails. They update clients. They deliver hard news. They schedule meetings and handle billing frustrations. That’s where your brand promise either holds up or falls apart.

And when it holds up consistently, that’s how your firm builds a strong reputation in the community.

They Influence Online Reviews

Clients don’t just review the lawyer. They review the whole experience. And they often call out staff by name.

If your team goes above and beyond, you’ll see it reflected in reviews. If they don’t, you’ll hear about that too.

Your staff can be the difference between a 3-star and a 5-star review, even if the legal result was the same.

They Extend Your Marketing Reach

Your team interacts with a lot of people—clients, vendors, family, friends. Every one of those conversations is a chance to represent your firm in a positive way.

This doesn’t mean pushing them to sell. It means helping them feel invested in your success, so they naturally talk about what makes your firm different.

People trust personal recommendations more than any ad. That makes your team a real-world, word-of-mouth marketing engine. If they’re treated well and proud to work with you.

Invest in Their Growth

Want better marketing? Train your staff.

Don’t just teach them how to fill out intake forms. Teach them how to build rapport. Walk them through how to respond to frustrated clients. Role-play awkward situations. Share your goals and expectations for client care.

Even better, ask for their input. They know where the process breaks down. They know what clients complain about. Let them help fix it and they’ll care more about the outcome.

Final Thought

Your staff isn’t just support. They’re the face of your firm more often than you are. They shape first impressions, carry your values, and build trust with every interaction.

If you want better marketing, don’t just tweak your ads. Start by treating your team like the marketing asset they already are.

A lot of lawyers like the idea of sending a monthly email newsletter. But when it comes time to actually hit send, they freeze.

What do I say?
What if I sound stupid?
What if nobody opens it?

So they wait. And edit. And overthink. And by the time they’re ready, it’s been five months, and now it feels even harder to start.

If that’s you, take a breath. You don’t need a copywriter. You don’t need a design team. And you definitely don’t need a 10-section newsletter with videos, sliders, and a legal quote of the month.

You just need to write like a human and send it regularly.

Here’s how to keep it simple and actually get it done.

1. Pick a Day. Stick to It.

Don’t wait until inspiration strikes. Pick a day—like the first Tuesday of every month—and commit to it.

Your newsletter doesn’t need to be tied to big events or updates. It just needs to show up. When you send on a schedule, it builds familiarity and trust.

Even if someone doesn’t open it every time, your name in their inbox acts as a reminder that you’re still around.

2. Keep It to One Main Topic

Trying to cram five updates into one email is overwhelming for you and your reader.

Instead, pick one thing to focus on:

  • A common question clients ask
  • A quick legal tip related to your practice area
  • A news headline that affects your audience
  • A link to a blog you recently published
  • A reminder about a service or issue most clients forget about

Write it like you’d explain it to someone in conversation.

3. Add a Personal Line (Optional, But Nice)

You don’t need to tell your whole life story, but a sentence or two of personal context helps readers connect with you.

Think:

“I’ve had three clients this month ask the same question, so I figured it was worth sharing.”

Or:

“I saw this article last week and it reminded me how often people misunderstand this issue.”

That’s it. You don’t need to tell them about your weekend or show a picture of your dog. But a little context helps your message feel less generic.

4. Don’t Obsess Over Design

You don’t need a fancy template. In fact, plain-text emails often get better open and click rates.

A simple format works best:

  • Short subject line
  • Greeting (optional)
  • 2–4 paragraphs of content (like your most recent blog post)
  • 1 clear call to action
  • Signoff

That’s it. If it looks like an email you’d send to a friend, you’re doing it right.

5. Add One Clear Call to Action

Every newsletter should ask the reader to do one thing. Just one.

  • Click to read a blog
  • Book a consultation
  • Download a resource
  • Forward the email to someone
  • Hit reply and ask a question

You don’t need to push hard. Just be clear and helpful. Something like:

“Want to talk about how this applies to your situation? Just reply to this email and I’ll get back to you personally.”

Or:

“I wrote more about this here if you’re interested [link].”

6. Use a Simple Subject Line

Avoid trying to be clever or dramatic. People open emails that sound useful or relevant, not ones that sound like spam.

Some good formats:

  • “What to do if you’re about to [X]”
  • “3 things people get wrong about [Y]”
  • “Heads up: [Issue] is coming in July”
  • “Here’s what I’d tell a friend about [Z]”

You can always test a few over time, but don’t let subject lines slow you down. Simple and clear wins. If you’re not feeling creative, just use the title of your most recent blog (if that’s the featured content in the email).

7. Don’t Chase Perfection

You’re not sending a legal brief. You’re just staying in touch.

Nobody unsubscribes because your sentence was awkward. But they will forget you if you never show up.

Better to send something short and imperfect than nothing at all.

Final Thought

Most firms never send a newsletter because they overthink it. But clients and referral partners aren’t expecting brilliance. They just want to know you’re still here and still helpful.

Pick a day, write like a human, and send it. The rest will work itself out.

It’s been a few weeks—or months—since they filled out your contact form. Maybe they even booked a consultation. You followed up once or twice. Nothing. Now they’re just sitting there in your CRM, collecting dust and passive resentment.

Should you give up? Delete them? Chase them down?

Short answer: Don’t delete them. Long answer: There’s a smarter way to handle this.

Let’s walk through what to do with those old leads who ghosted you—and how to wake a few of them back up.

First, Don’t Take It Personally

Before you assume they chose another lawyer (or that they’re judging your website, your fees, or your face), pause.

Most people ghost because life happened. Their kid got sick. Their job got stressful. They weren’t ready. Legal issues are often a slow burn. Just because someone went quiet doesn’t mean they’re gone forever.

Segment Them

Don’t lump all ghosted leads together. Create two buckets:

  1. Warm Ghosts – People who had a consult, asked questions, or seemed ready.
  2. Cold Ghosts – People who just downloaded something, filled out a form, or clicked an ad.

You’ll approach each group a little differently.

Re-Engage the Warm Ones with a Personal Email

These leads were close. Send a short, one-to-one email—not a marketing blast. Something like:

“Hey [Name], just wanted to check in. Are you still thinking about [their legal issue]? No pressure—just wanted to make sure nothing fell through the cracks.”

Keep it casual. No guilt. No pitch. You’re giving them a low-stakes way to reply.

Bonus: If it’s been a while, you can also say:

“I know some time has passed, but if you still want to revisit this, I’m happy to pick up where we left off.”

Use a One-Click Resource for the Cold Ones

For colder leads, send a short email with a helpful link.

Not a sales pitch. Not a newsletter. Just a useful article or checklist related to their situation.

Example:

“Hi [Name], you downloaded our [X] a while back—thought you might like this short article on [related topic]. Let me know if questions pop up.”

You’re showing up without being pushy. That keeps the door open.

Create a Simple Drip Series Just for Ghosts

Set up a short email sequence (3–5 emails) for people who went dark after expressing interest. Keep it conversational, not promotional.

Sample structure:

  1. Check-In – “Still interested?”
  2. Common Roadblocks – “Here’s what usually holds people back”
  3. Timing Reminder – “What happens when you wait too long”
  4. Encouragement – “You’re not alone—here’s what helps most people move forward”
  5. Exit Option – “Want to be removed from the list? No hard feelings.”

This lets you stay on their radar without sounding like a newsletter robot.

Watch for Triggers to Reach Out Again

Keep old leads in your system. Then watch for signs they’re back in research mode—like opening a new email, downloading a new resource, or revisiting your website.

These little signals are your cue to send a quick follow-up:

“Hey, I noticed you grabbed our guide on [X] again. Let me know if anything’s changed.”

It feels timely without being creepy.

Don’t Discount the “No Response” Leads

It’s easy to assume no reply means no interest. But people often come back around months or even years later, especially if you’ve kept in touch in a non-annoying way.

If you’ve stayed useful, not salesy, they’ll remember you when they’re finally ready.

What Not to Do

  • Don’t guilt-trip them. “I guess you’re not serious…” is a great way to burn bridges.
  • Don’t over-email. One follow-up per month is plenty.
  • Don’t remove them too soon. Legal decisions take time.

Final Thought

Just because a lead ghosted you doesn’t mean they’re gone. Most people don’t convert right away. The key is to stay visible, stay helpful, and leave the door open.

The lawyers who follow up consistently without being annoying are the ones who win long-term.

When someone lands on your website, they don’t know you. They don’t trust you. And they don’t really care how many years you’ve been practicing.

But if they read a few words from someone like them who says, “This lawyer helped me and I’m glad I hired them,” they’ll pay attention.

That’s the power of a good testimonial. Not a generic compliment. Not a vague thank-you. But a clear, specific, emotional endorsement. And the best ones tap into a few basic psychological truths.

1. People Trust People Like Them

Potential clients want to feel understood, and they’re scanning your site to see if you’ve worked with people in their shoes.

That’s why it’s better to have multiple short testimonials that reflect different types of clients (single parents, business owners, retirees, etc.) than one long generic review.

The more your testimonials sound like the reader, the more they’ll feel like you’re the right fit.

2. Specific Beats General

“Great lawyer!” is useless.

It might be true, but it doesn’t help anyone make a decision. A better testimonial is something like:

  • “I was worried about losing custody, and [name] walked me through every step.”
  • “I had no idea how to protect my small business, and they got me set up quickly.”
  • “I had a tight deadline and they got everything filed in time.”

The more specific the situation and result, the more believable and helpful it becomes.

3. Emotion Is More Persuasive Than Logic

You might think clients want proof of your track record. But what they feel is often more important than what they think.

When a testimonial says “I felt safe,” “They actually listened,” or “I stopped losing sleep,” that sticks with people.

They’re not just hiring a service. They’re trying to reduce stress. To feel in control again. To get their life back. Your testimonials should reflect that.

4. Social Proof Reduces Risk

Hiring a lawyer feels risky. It’s personal. It’s expensive. And most people don’t do it often.

Testimonials act as social proof—they say, “Other people took this leap, and it worked out fine.”

Even short blurbs help:

  • “I’d recommend them to anyone.”
  • “Worth every penny.”
  • “They explained things clearly and treated me with respect.”

These aren’t dramatic claims. They’re comfort statements. And comfort builds trust.

5. Recency Matters

A testimonial from 2018 doesn’t tell someone what it’s like to work with you now.

People want to know you’re still responsive, still on top of things, and still doing great work. That’s why you should keep collecting and rotating in fresh testimonials.

Make it a habit. Ask clients right after a good outcome. Use short surveys. Include a link in your email signature. Make it easy and low-pressure.

6. Real Names and Faces Help (When Possible)

A testimonial that says “Anonymous Client, California” feels made up.

When you can, ask permission to include a full name, or at least a first name and location. A photo adds even more credibility, though that’s not always realistic for legal clients.

Just make sure whatever you use feels authentic. It shouldn’t look or sound like it came from a marketing template.

7. Testimonials Work Best Where Decisions Happen

Your testimonials shouldn’t live on a lonely “Reviews” page. They should be built into key parts of your site:

  • Near your contact form
  • On your service pages
  • Right below a pricing explanation
  • Next to a client intake button

The goal is to reassure someone at the exact moment they’re about to take action.

Final Thought

Most clients won’t care about your awards, credentials, or bar memberships. But they will care about what other people say it’s like to work with you.

That’s why strong, honest testimonials matter. Not because they make you look impressive, but because they make you feel human, helpful, and real. And that’s what gets people to pick up the phone.

It’s frustrating. You’ve had lunch with them. You’ve sent them clients. You’ve followed up. And still… crickets.

You’re not imagining it. A lot of referral relationships stall out before they ever really start. But it’s usually not because people don’t like you or don’t think you’re good at what you do.

It’s because there are some practical (and fixable) gaps getting in the way.

They Forgot What You Do

If your referral partner handles estate planning, and you’re a family law attorney, they might not know exactly which cases are a good fit for you.

If you say, “I help people with custody and divorce,” that’s too vague. They’re not walking around with a legal dictionary.

Be specific. Say, “Send me people who just got served with divorce papers and feel overwhelmed.” Or, “I work well with parents who want to avoid court but still get a custody plan in place.” That’s memorable and more useful.

You’re Too Passive

If you only reached out once when you met and haven’t followed up in six months, they’ve moved on.

Referral relationships take effort. Not just once, but consistently. And not just to ask for business.

Reach out occasionally to check in. Share something relevant to their practice. Refer someone to them. Or just comment on their post. That consistency keeps you top of mind.

You Make It Too Hard to Refer You

If they’re not 100% sure how to pronounce your name, explain what you do, or get in touch with you… they’ll hesitate.

Make it easy. Give them a short bio they can copy and paste. Offer a one-liner they can say to the client. Make sure your website is up to date and mobile-friendly.

People don’t want to feel awkward when referring someone. If you make it seamless, they’re more likely to follow through.

You Haven’t Built Enough Trust Yet

Sometimes, people hold off because they don’t want to put their own name on the line. Especially if they’re in a service business.

They might need to see your work in action before they refer you. Or they might need to hear from someone else they trust.

That’s why building relationships takes time. Keep showing up. Keep being consistent. Keep being someone they can count on, even if the referrals take a while to come.

You’re Not Referring Them (or Acknowledging Them)

If this is a one-sided relationship, they’ve probably noticed.

You don’t need to fake referrals just to be even. But you should look for ways to reciprocate. That could mean:

  • Introducing them to someone else
  • Leaving them a public review
  • Mentioning them in your newsletter or on social media
  • Sending a simple thank-you when they refer you, even if it doesn’t work out

Reciprocity doesn’t always mean sending back a client. Sometimes it just means making people feel appreciated.

You’re Not the Only One

This might be hard to hear, but you may not be their go-to referral anymore.

They might have a cousin who does what you do. Or someone who shares office space with them. Or someone they’ve worked with for years.

That’s okay. Instead of trying to become their “number one,” focus on being their reliable backup. That often leads to more referrals than trying to elbow your way to the front of the line.

So What Should You Do?

  • Be more specific about who you help
  • Stay in touch consistently, not just when you need something
  • Make it easy for them to refer you (bios, links, scripts)
  • Look for ways to support them, too
  • Focus on building relationships, not just chasing names

If someone hasn’t referred you yet, don’t assume they never will. Stay visible. Be helpful. Be someone they actually like hearing from.

Referrals are built on relationships, not transactions. If you treat your referral partners like people and not just lead sources, you’ll get more traction over time.

And if you’re not sure where to start? Reach out to someone you haven’t talked to in a while and say thank you. That alone can reignite the spark.

You know the feeling. You Google a restaurant, and before you even look at the menu, you’re checking out the photos on their Instagram. That’s what your potential clients are doing to you.

Most clients don’t just visit your website and call. They look you up on LinkedIn, Facebook, maybe even Instagram. They’re not looking for viral videos or trending content, they’re trying to figure out if they can trust you.

So what do they actually look for when they land on your profile?

They’re Looking for Proof You’re Real

First and foremost, clients want to see that you exist.

That means your name matches across platforms. Your photo looks like you. Your bio is filled out. You’ve posted something within the last few months. If it feels like a ghost town, it raises a red flag.

You don’t need to post every day, but an active profile tells people you’re open, present, and paying attention.

They Want to See What You’re Like

Your social media is where clients get a sense of your personality, especially if your website is more formal.

Are you calm and steady? Passionate and direct? Warm and empathetic? They’ll figure it out based on your tone, what you post about, and even how you respond to comments.

This is your chance to show you’re a real person, not just someone who happens to have a JD.

They’re Checking for Red Flags

Clients are wary of people who look too “salesy,” too combative, or too sloppy.

If every post is pushing a service or bragging about a win, they’ll scroll away. If you’re ranting about judges, clients, or opposing counsel, they’ll make assumptions. If your grammar is a mess or your photos are blurry, they’ll question your professionalism.

You don’t have to be polished to perfection. But you do need to look like someone they’d want to talk to.

They’re Looking for Relevance

Your social media doesn’t need to be full of legal how-tos, but it should relate to the people you want to work with.

If you’re a family lawyer, it’s okay to post about co-parenting tips or communication habits. If you work with small businesses, talk about things entrepreneurs care about like growth, burnout, or risk.

Your goal isn’t to impress other lawyers. It’s to show prospective clients that you understand their concerns and priorities.

They’re Checking to See If You’re Responsive

If someone sends a message or leaves a comment, do you respond?

You don’t have to answer DMs at midnight, but you should check in regularly and reply to people. Ignored messages make people wonder if you’ll ignore them after they hire you.

Set boundaries, yes, but don’t let potential leads sit in your inbox for a week while they move on to someone else.

They’re Comparing You to Someone Else

Even if someone likes you, they might still be checking out another lawyer too. Social media is where that side-by-side comparison happens.

Are you more approachable? Do you explain things more clearly? Do you seem like someone they can trust?

This is why being active matters. It’s not about showing off, it’s about showing up.

You Don’t Need to Be Everywhere

A good social presence doesn’t mean being on every platform. Pick one or two where your clients are most likely to look (usually LinkedIn and Facebook), and focus there.

Consistency beats volume every time. A steady, thoughtful presence on one platform is more impactful than scattered, half-finished profiles across five.

You Don’t Have to Do It Alone

You can write your own posts, batch content once a month, or outsource parts of it to someone else. There’s no one right way.

What matters is that your feed represents your voice, your values, and your approach. Don’t try to sound like every other law firm. Be the one they actually want to call.

When someone checks out your social media, they’re not trying to be impressed. They’re trying to feel reassured.

They want to see that you’re real, trustworthy, approachable, and relevant. A few intentional updates can go a long way toward turning those profile lurkers into real leads.

Getting a bad online review hits harder than it should. Especially when it’s unfair, exaggerated, or flat-out wrong.

You’ve worked hard to build a good reputation. You’ve stayed late, answered emails on weekends, and kept your promises. Then someone with a grudge or a short memory decides to torch you online.

So, what now?

This isn’t about “managing your emotions.” It’s about knowing what to say, how to say it, and when to step back. Because how you respond matters just as much as what they said in the first place.

Don’t Respond Right Away

You don’t need to reply the minute you see a review come in, especially if it’s negative.

Take a breather. Let the initial frustration pass. Read the review again once the sting wears off. Most of the time, a calmer second read will help you respond more constructively.

If you reply while angry, you’ll either sound defensive or snarky and both are bad looks.

Acknowledge Without Agreeing

You can acknowledge that someone had a bad experience without admitting wrongdoing.

A simple opening like:

  • “I’m sorry to hear you were disappointed.”
  • “We take all feedback seriously.”
  • “It’s never our goal for a client to feel this way.”

These types of responses show professionalism and empathy. They also help defuse tension without admitting guilt (which can have legal or ethical implications).

Keep It Short and Professional

You don’t need to defend yourself point by point.

In fact, the longer your reply, the more it looks like you’re overcompensating. Keep your response short, neutral, and calm. Avoid blaming, justifying, or dragging the reviewer into an online debate.

Your audience isn’t the reviewer, it’s the future clients who’ll read your response.

Invite Them to Continue the Conversation Privately

If you genuinely want to make things right, invite them to reach out to you directly.

For example:

  • “We’d be happy to talk with you about this directly—feel free to call the office.”
  • “Please reach out to us so we can try to address your concerns.”

Even if they don’t take you up on it, offering a private path forward makes you look like the reasonable one.

Don’t Say “This Isn’t a Real Client”

Even if you suspect the review is fake or from someone you never worked with, don’t say that publicly in your response.

You can (and should) report fake reviews to the platform hosting them. But publicly accusing someone of lying or fraud often backfires. It makes you sound hostile and puts future clients on edge.

If the platform removes it, great. If not, leave a brief, professional response and move on.

Don’t Let One Review Derail Your Whole Strategy

A single bad review won’t tank your practice. What matters is the pattern.

If you have 20 glowing reviews and one angry one, most people will overlook it. If you only have three reviews total and one is negative, that’s when it sticks out.

The best long-term fix? Keep collecting new, honest reviews. The more good feedback you have, the less power the bad ones carry.

Ask Yourself if There’s a Lesson

Some negative reviews are nonsense. Others contain a kernel of truth you might not want to hear.

It’s worth asking:

  • Did a client feel unheard?
  • Did something fall through the cracks?
  • Did you assume they understood more than they actually did?

If there’s a takeaway that can improve your client experience, use it. Quietly. Without getting defensive.

Final Thoughts

Bad reviews are frustrating. But they’re also part of being in business.

What matters most is how you respond and what your response signals to the clients you haven’t met yet.

Stay calm. Be brief. Show that you care (even if the reviewer didn’t act like they did). Then get back to doing good work, which is the best marketing you’ll ever have.

It’s not fair, but it’s true: most people will judge your entire law firm based on your homepage in five seconds or less.

You don’t have time for them to scroll. You don’t have time for them to “explore.” The gut-check happens almost immediately. They’ll either think, “This feels right,” or they’ll hit the back button.

So how do you make sure they stay?

Here’s what actually matters in that critical first glance—= and what you can do to build trust before they read a single paragraph.

Start With a Clear Headline

Your homepage should say exactly what you do, who you help, and where you are.

This is not the place for a slogan like “Justice. Integrity. Results.” That doesn’t mean anything to someone who’s never met you. Clarity wins every time.

Instead, try something like:

  • “Family Law Help for Virginia Families”
  • “Real Estate Closings in the Des Moines Metro”
  • “Wills and Trusts for Busy Professionals in Austin”

Keep it short, direct, and scannable. If a stranger can’t tell what you do in three seconds, you’ve already lost them.

Use a Professional, Clean Design

Design isn’t about flashy graphics. It’s about reducing friction.

You don’t need a $20,000 website, but you do need:

  • A clean layout with enough white space
  • Easy-to-read fonts (no cursive)
  • Mobile responsiveness
  • A modern look (not something that feels like 2009)

People judge credibility based on visual cues. Even if they don’t realize they’re doing it. A cluttered or outdated site makes you look less capable, even if you’re great at what you do.

Include a Photo of a Real Person

Stock photos scream “generic.” A professional photo of you (or your team) makes a difference.

You don’t need to plaster your face everywhere. But having at least one welcoming, professional image helps people feel like they’re dealing with a real human—not a faceless entity.

Bonus: use photos that match your tone. If you’re relaxed and approachable, don’t look stiff or overly corporate in your photo.

Add a Simple Call to Action

A homepage without a clear next step leaves people guessing.

Make your CTA obvious and easy. Examples:

  • “Schedule a Consultation”
  • “Call Now”
  • “Send Us a Message”

Stick to one main call to action and make it easy to find, preferably above the fold (meaning before they have to scroll).

You can still have secondary options (like a newsletter signup or downloadable resource), but the main CTA should be crystal clear.

Show You’re Legit—Quickly

Trust is fragile online. Your homepage should include subtle but immediate signals that you’re legitimate and capable.

These could be:

  • A short testimonial near the top
  • “As seen in” or logo bar (if relevant)
  • A brief trust-building phrase like “Over 20 years serving the Miami area”

Don’t bury these things at the bottom of your site. Pull one or two trust signals into the top section to help reinforce credibility early on.

Write Like a Real Person

Your homepage copy doesn’t need to sound like a legal document. In fact, it really shouldn’t.

Use plain English. Be clear. Be warm. Be yourself.

Try reading your homepage out loud. Does it sound like something you’d actually say to a potential client sitting across from you? If not, revise.

The goal isn’t to impress. It’s to connect.

Don’t Overwhelm Them

Your homepage isn’t your whole website. It’s the welcome mat.

Don’t cram everything into one screen. Avoid:

  • Walls of text
  • Dozens of service offerings with no explanation
  • Multiple popups competing for attention

Simplify. Prioritize. Give them just enough to feel confident taking the next step.

Final Thoughts

You only get one first impression. But the good news is, you don’t need to overthink it.

People want to feel like they’re in the right place. Your homepage’s job is to answer that question fast, clearly, and without friction.

If it does, they’ll stick around. And that’s when your real marketing can begin.