How to Convert Prospective Clients With Law Firm Marketing

The first step to converting a prospect into a client is getting them on the phone. But so many lawyers miss this crucial step—or worse, they don’t even try to call the person back. If you’re not willing to take a few minutes out of your day and make that initial call, then you have no business being a lawyer in the first place. The key in law firm marketing is knowing how best to convert these people who are looking for legal services without them thinking they are sold something they didn’t want or need.

Once you have them on the phone, do not talk their ear off

After you’ve made contact, the best way to keep your prospect engaged is to not talk their ear off. If you do, it’ll be easy for them to feel like they’re being sold to, which can make any potential client feel uneasy and defensive. Instead, ask questions that get them talking about themselves and what they need from you as a lawyer. This will allow them to open up while also showing that you care about understanding their situation and helping them solve it.

You should also take notes during this conversation—not only because this shows prospective clients that you’re committed to finding solutions, but also because taking notes helps jog your memory later when it comes time for follow-up calls or emails.

Finally—and most importantly—don’t be afraid of asking your prospects if they’d like further information on your services. There’s no reason why anyone should feel pressured into buying something they don’t want just because someone asked nicely; however, there are always times when people might not realize how much help they need until someone spells things out clearly for them.

Ask questions and listen

Now that you’ve got those questions in mind, it’s time to get them out of your mouth. The best way to do this is by asking questions. Don’t worry about trying to sell yourself or your services right away; instead, focus on getting to know the person in front of you and determining if they’re a good fit for your firm. You can start by asking questions like:

  • What brought you here today?
  • Why do you think you should work together?
  • How did this problem arise in the first place?

Give them a chance to ask questions and show them you understand their needs

Once the prospective client has expressed interest in talking with you, it’s important to give them a chance to ask questions and show them that you understand their needs. Be prepared to answer any questions they may have about your firm, including:

  • Do you take on small cases?
  • How much do your services cost?
  • How long does it take for a case to be resolved?

It’s not enough to say “you’re very affordable,” or “your lawyers are highly qualified.” Instead, list out the costs and explain why they’re reasonable, or mention which educational institutions many of your attorneys went through. This will help the prospect feel confident that they are working with an attorney who knows what they’re doing, which is exactly what you want.

Don’t try to sell your services right away

Many lawyers are tempted to get right down to the sale by talking about their experience, their track record, and what they can do for prospective clients. The problem is that this approach can backfire and make your prospects feel like you’re just trying to push them into buying something.

Instead of pushing your services, ask questions that help you understand what the client needs from a law firm’s services. Allow them to ask questions so they know you understand their situation.

Asking these types of open-ended questions will set up a situation where both parties walk away feeling like they’ve been heard and understood—which is an important part of establishing trust between lawyer and client

Stay in touch after the initial call

After you’ve had a conversation with someone, stay in touch with them via email and phone calls. You can do this by sending a follow-up email that reiterates your interest in their case, or you can set up a meeting to discuss their legal issues.

If you have any relevant blog articles about the topic discussed on the call or by email, send them over as well. You should also ask for feedback on how your approach resonated with them, and if there is anything else they would like to see from you as an attorney.


Don’t be afraid to take time with prospective clients and show them that you care about their needs. This will go a long way in helping them decide if they should work with your firm or not.