July 22, 2014

4 Steps to Attract Qualified Prospects to Your Website

It’s not enough to simply generate lots of traffic for your law firm website; if they’re not the right kind of visitors – the kind who are interested in what you’re selling – simply driving traffic for the sake of numbers is a fool’s errand.

So how to attract the right sort to your site? It takes some discipline and a methodical approach.

Prospect identification

Identifying exactly who your top prospects are for your practice is critical to online success. One of the biggest mistakes attorneys routinely make is targeting the wrong market – typically, a market that is too big for them to adequately reach. Remember, it takes an average of 7 to 10 meaningful “touches” to move someone from knowing nothing about you to being ready to buy from you. Your Ideal Target Market is one you can affordably reach at least 7-10 times before expecting them to utilize your services.

Keyword research

Those prospects for your services will use certain words to search for what they want. Knowing what those words are – and using them throughout your site and social media networking -- is the key to driving targeted traffic to your site.   There are several helpful keyword research tools to help you, including Google Adwords,which is free.

Relevant content

Your keyword-rich content should not only attract and engage your site visitors, it should also lead them to an action -- sign up for a newsletter, call for an appointment, etc. Serving up the right information at the right time adds value to the user experience, helps with the decision-making process and leads to sales. Keeping your content fresh – and this is where a blog on your site can be most useful – not only keeps visitors engaged and returning, but also boosts your search engine rankings.

Social media

Engaging prospects in other online venues, in groups or discussion forums, also provides assistance in attracting targeted web traffic. Establishing yourself as an expert presence in these online venues adds professional credibility and provides you with link building opportunities that help your search engine ranking as well.

Remember that the goal of your legal practice website is to generate interest that leads to engagement, which can only come from attracting the right target audience. It’s not just all about the numbers – it’s about the numbers that translate into dollars.

© The Rainmaker Institute, All Rights Reserved

About the Author

Stephen Fairley legal marketing expert, law office management

Stephen is the CEO of The Rainmaker Institute, the nation's largest law firm marketing  company specializing in lead conversion for small law firms and solo practitioners. Over 8,000 attorneys nationwide have benefited from learning and implementing the proven Rainmaker Marketing System.

A nationally recognized...


Boost: AJAX core statistics

Legal Disclaimer

You are responsible for reading, understanding and agreeing to the National Law Review's (NLR’s) and the National Law Forum LLC's  Terms of Use and Privacy Policy before using the National Law Review website. The National Law Review is a free to use, no-log in database of legal and business articles. The content and links on are intended for general information purposes only. Any legal analysis, legislative updates or other content and links should not be construed as legal or professional advice or a substitute for such advice. No attorney-client or confidential relationship is formed by the transmission of information between you and the National Law Review website or any of the law firms, attorneys or other professionals or organizations who include content on the National Law Review website. If you require legal or professional advice, kindly contact an attorney or other suitable professional advisor.  

Some states have laws and ethical rules regarding solicitation and advertisement practices by attorneys and/or other professionals. The National Law Review is not a law firm nor is  intended to be  a referral service for attorneys and/or other professionals. The NLR does not wish, nor does it intend, to solicit the business of anyone or to refer anyone to an attorney or other professional.  NLR does not answer legal questions nor will we refer you to an attorney or other professional if you request such information from us. 

Under certain state laws the following statements may be required on this website and we have included them in order to be in full compliance with these rules. The choice of a lawyer or other professional is an important decision and should not be based solely upon advertisements. Attorney Advertising Notice: Prior results do not guarantee a similar outcome. Statement in compliance with Texas Rules of Professional Conduct. Unless otherwise noted, attorneys are not certified by the Texas Board of Legal Specialization, nor can NLR attest to the accuracy of any notation of Legal Specialization or other Professional Credentials.

The National Law Review - National Law Forum LLC 4700 Gilbert Ave. Suite 47 #230 Western Springs, IL 60558  Telephone  (708) 357-3317 If you would ike to contact us via email please click here.