3 Little-Known Ways to Get Law Firm Clients
If you’re like most solo or small firm attorneys, you’ve probably had this thought more than once: Where is my next case coming from? Whether you’re just starting out or have been practicing for years, the stress of inconsistent lead flow can pull your focus away from what you do best — practicing law.
But here’s the good news: building a steady pipeline of potential clients doesn’t require gimmicks or burning yourself out on social media. In fact, some of the most effective tactics are the ones few attorneys are using — and they’re especially powerful when you weave them into a repeatable system.
Let’s explore 3 little-known ways to get law firm clients that can not only generate new business, but help make your marketing feel more authentic, more efficient, and – most importantly – more enjoyable.
Teach First, Sell Later: The Seminar Strategy
You already know that people hire lawyers they trust. So how do you build that trust before someone even has a legal issue? One surprisingly effective answer is seminar marketing.
No, not the cheesy kind with bad coffee and a hard sales pitch at the end. I’m talking about generous, service-first events — small workshops, webinars, or even lunch-and-learns — designed to teach or support people who regularly interact with your ideal clients.
Think about it this way: Who sees your perfect clients before they come looking for a lawyer? Financial advisors? Therapists? Real estate professionals? By offering to speak at their events — or better yet, co-hosting one — you build goodwill with both the audience and the host.
It’s the principle of reciprocity in action: when you provide value upfront, people are naturally inclined to return the favor. And when they or someone they know needs a lawyer? Guess who they’re going to think of?
Build Partnerships That Go Beyond Business Cards
You’ve probably received your fair share of “let’s refer to each other” emails that go nowhere. But there’s a better way to create strategic partnerships — by actually improving your client’s experience through those relationships.
Instead of just exchanging business cards with a CPA, therapist, or insurance agent, ask yourself: What can we do together that helps both of our clients right away?
Let’s say you’re a family law attorney. Your clients often need emotional support for themselves or their kids. By teaming up with a child therapist to offer a couple of complimentary sessions as part of your intake package, you’re not just adding value — you’re making life easier for your client. That therapist, in turn, has every reason to refer future clients your way.
This approach does two things:
- It makes your services more attractive by solving real-world problems.
- It creates a reciprocal referral engine that’s based on shared value, not obligation.
When you think of strategic partnerships this way — as part of your client experience, not just a referral tool — they become a foundational piece of your business development system.
Serve the Public with PSA Marketing
Let’s be honest — most law firm content sounds the same: “We fight for your rights,” “Free consultation,” “Experienced and aggressive.” It’s no wonder it all blurs together!
Now imagine flipping the script and sharing something that feels more like a public service announcement than a pitch. That’s the idea behind PSA marketing.
It’s educational content with broad value — things like “What Every Parent Should Know About School Discipline Policies” or “3 Things Every Entrepreneur Gets Wrong About Contracts.” These aren’t just helpful to potential clients — they’re helpful to everyone. And that’s the point.
Because the content is useful and widely relevant, it gets shared more often. It starts conversations. And it quietly positions you as a thoughtful authority — someone who’s not just trying to sell legal services, but trying to help people live better, safer, more empowered lives.
You can deliver these messages through blog posts, short videos, or even live Q&A sessions. The key is to make it genuinely helpful, and easy for people to engage with even if they don’t have a legal problem right now.
Systematize and Watch It Grow
What ties these three strategies together is that they aren’t just about getting clients today — they’re about building systems that generate consistent interest over time.
Seminars can become quarterly events. Strategic partnerships can be nurtured into joint offerings. PSA content can be scheduled weekly and repurposed across platforms. When you approach client generation this way, you’re no longer scrambling from one lead to the next. You’re running a firm that attracts quality clients in a way that feels sustainable — and yes, even enjoyable.
If you’re ready to explore more ways to systematize your growth and free yourself from the feast-or-famine cycle, I invite you to subscribe to my newsletter. In it, I share practical insights just like these, designed specifically for solo and small firm lawyers who want to build a thriving, efficient, and future-proof practice.
Want Even More?
Was this helpful? Intriguing? Thought provoking? Want even more? You can avail yourself of the many resources I provide free of charge. Whether it be my posts on LinkedIn, my videos, or my web site, you will find useful, actionable information and tools for being more successful.
Related Topics
If you liked this information and found it useful, then you might like or need these others:
Take Back Your Practice
If you want to make more money in less time and be home for dinner every night, then you need this book!
