The Attorney Marketing Center--Earn More. Work Less

Do you really need a blog?

July 10, 2025 by David M. Ward

No matter what your practice areas or type of practice, if you don’t have a blog, or you only post occasionally, you should reconsider your strategy and in this post, I’ll tell you why.

I’ll start by telling you that, according to many studies, businesses with blogs get 55% more web traffic and generate 67% more leads than those without blogs.

I’ll also point out that clients resist hiring attorneys if they don’t know who they are and they often need to interact with a lawyer or firm seven times (the rule of 7) before they consider hiring that lawyer.

In addition

A blog allows you to demonstrate your expertise and start a conversation with potential clients. Your posts allow visitors to “hear” your voice and get to know you. They see that you’re a real person, someone they would be comfortable hiring.
Consistently posting about the law and your work and illustrating your posts with examples from your practice builds trust in your abilities and your commitment to your clients.
A blog will bring you leads and inquires. Visitors to your site read your blog, see what you do, and want to learn more. You get more calls and appointments, and these are higher quality because they come from visitors who came looking for an attorney and read your posts.
A blog can bring you more referrals from visitors who share your posts with their contacts or link to them on social media.
A blog is one of the best and simplest ways to build an email list. Not everyone who visits your site is ready to take the next step. Adding an email sign-up form for your newsletter allows them to get more information and allows you to stay in touch with them over time, and a blog shows them why they should.
A blog is a very low cost marketing strategy, especially compared to paid ads
It takes less time to maintain a blog compared to seminars, networking, speaking, and other marketing strategies

Your blog is can also be a resource for your clients and referral sources. Your blog shows them reasons to hire a lawyer (you) they might not have considered. This is better than a simple FAQ page, which rarely includes stories and the context of blog posts.

Couldn’t you simply write ten or twenty articles and post these on your site instead of setting up a blog? You could and, compared to having no educational content on your site, you should. But the more you write about your practice area(s) and services, the more search engines will associate you with your niche and you will show up higher on search results pages.

Convinced? Where do you start? With a simple blog post, welcoming visitors to your blog, telling them what to expect, and inviting them to post questions or contact you.

This can help

Filed Under: Blogging, Online Marketing

Repurposing content

July 8, 2025 by David M. Ward

One of the best ways to build your law practice is to create content about your field and what you do to help your clients.

Writing articles and blog posts, posting on social media, recording videos and podcasts, and the like, are a simple and effective way to boost engagement with prospects and clients and professional contacts, establish your authority, generate traffic to your website, build trust, generate more leads, and “close” more of the leads you generate.

If you don’t create much content, no doubt the time required is a major factor.

You can reduce that time, and get a better return on your investment, by reusing or repurposing your content.

You can

Update a previously published blog post with additional thoughts, comments you received (and your replies to those comments), questions you were asked when you posted it (and your answers), additional examples from recent cases, and anything else that adds value to the original post
Expand a short post into a longer version
Convert a post or article for a different niche
Use the post as an outline for a new post for a different practice area
Cut up a long post into smaller posts
Compile several posts into a report and use it as a lead magnet for your newsletter, or for prospects who make an appointment or sign up for your webinar, or as bonus content for your new client welcome package
Add several posts to your email autoresponder for future opt-ins
Translate your articles into other languages
Write additional posts or articles on the same subject but with a different angle
Repost your article on sites like Medium or Quora or Substack

You can also

Convert an article into a blog post or a blog post into an article
Convert an article into a video or podcast episode
Convert the transcript of a presentation or interview into an article or post
Create an autoresponder e-course from a series of posts
Post your LinkedIn post on Facebook or vice versa
Compile articles into an ebook and publish it on Amazon
Use a series of posts as the basis for a webinar
Create an infographic highlighting key points in your article or presentation
Record your speech or presentation and post it on YouTube
Record a video speaking about the subject of your article and embed the video in the original post
Create PowerPoint slides and record yourself doing a summary of your article(s)

Need help? Ask your favorite ai for suggestions for ways to repurpose your content for your existing niche or repurposing it for different niches.

The easiest thing to do? Send it or post it again to your existing list because most of your subscribers didn’t see it six months ago, won’t remember it, or didn’t appreciate your message because they didn’t have the problem you speak about, but now they do.

I’ve used several of these strategies to repurpose and reuse content and recommend them. It’s a great way to get more bang for your content buck.

Filed Under: Content creation, Leverage, List building, Marketing legal services

Marketing for lazy lawyers

July 1, 2025 by David M. Ward

A little clickbait-y? Sorry. I know you’re not lazy. You’re busy and don’t have a lot of time for marketing.

Or you’re just not into it like some lawyers.

No problem. You don’t have to invest hours (or spend a fortune) to build your practice. What you need to do is leverage the time you do have doing small things that have the potential for a big return.

To wit:

If you can’t commit to writing a regular blog or newsletter, you can do guest posts on blogs or occasional articles in publications read by your target market. “Borrow” their audience, authority, and list.

You’re not big on social media? Identify a handful of non-competitive lawyers or other professionals in your market who are very active on social and comment on their posts.

You do a seminar in your conference room but haven’t had time to promote it? Hire high school kids to go door-to-door and pass out flyers or put them on windshields.

You’re not ready to do your own seminars or events or to do a lot of networking? Find existing events and meetings and get yourself invited as a guest speaker or to sit on a panel. Similarly, find podcasts and channels with an appropriate audience and offer to appear as a guest. They need smart people like you with something to say.

No budget for advertising? Invest $500 a month improving your website SEO, navigation, and content, and get more traffic. Don’t forget to add an opt-in form or landing page and collect names (by offering a report) and start building a list you can connect with when you’re ready.

Not getting as many referrals as you’d like? Talk to your clients, former clients, prospective clients, business contacts, and personal friends. “If you know anyone…. I’d appreciate the referral” is simple and effective and takes no time or money.

Don’t forget lawyers in other fields, or even in your field. Tell them to keep you in mind when they have something they don’t handle, a conflict, or a case that’s too small or too big for them. I got my practice started that way and it was very effective.

In short, there is a middle ground between “all in” in your marketing and doing nothing and that middle ground can bring you a lot of new business.

Filed Under: Leverage, Marketing legal services

No discounts (but…)

June 26, 2025 by David M. Ward

Have you ever been asked to lower your fee? (Silly question.) Have you ever seen lawyers offering discounts or promotions and thought you might lose business by holding firm on your fees?

Have you ever been tempted to discount your fees for any reason? (C’mon, admit it.)

We live in a commercial world where discounts and bonuses and freebies abound. Competition demands it and everyone routinely shops for the best deal.

Why should the legal realm be different?

Because we don’t sell products, we sell services and those services are an extension of ourself. Our value to the world is measured by our time, our intellectual property, and our reputation, and reducing our fees or running anything akin to a “sale” is an anathema to that value.

It’s also cheesy and sets a dangerous precedent. Reduce your fee this time and clients will expect you to reduce it next time.

Don’t do it. No discounts. Your fee is your fee. That’s what you’re worth, and that’s what you charge.

On the other hand, there might be some exceptions.

Maybe there’s a client who has a lot of legal work and you can justify a lower rate because of the “economies of scale”. Or you’re willing to earn a bit less because, overall, you’ll earn a lot more.

Maybe you have a client who has been with you for a long time and you want to reduce your fee (or waive it) on a few of their cases, or not increase your fees for them when you increase them for new clients, to show your appreciation for their patronage.

Maybe you’re entering a very tough market and offering a lower fee to a particular well-known client will allow you to build your reputation in that market and thus attract a lot of other clients.

Or maybe you have a contingency fee case with a client who won’t settle and cutting your fee can get the deal done.

There could be good reasons for lowering your fees in some situations. It’s okay to consider it.

But be careful.

If you do lower your fee, do it quietly. Don’t advertise it, promote it, or mention it in advance.

Make sure it’s your idea, not the client’s.

Make sure nobody else knows. Ask the client to keep it between the two of you.

It’s better to reduce a flat fee, or offer a lower fee for a bundle of services, or a lower fee for a monthly retainer, than to reduce your hourly rate.

Reasons. So don’t be absolute about no discounts.

But whatever you do, make them rare. The exception, not the rule.

Filed Under: Fees and Billing

Are you giving away too much free information?

June 24, 2025 by David M. Ward

Education-based “content” marketing is a long-established method for showing prospective clients you have the knowledge and experience to help them. Writing blog posts and articles, doing seminars and presentations, writing books, creating videos, posting tips on social, and so on, allow you to attract prospective clients and show them why they should hire you.

You don’t have to convince anyone. Your content does that for you.

Some lawyers don’t use content marketing, or not much of it. They say they don’t want to give away their knowledge and advice, they should get paid for it. They don’t want to train their audience to expect “free” and not see the need to hire them.

Other lawyers give away too much information and regret it for that very reason.

There is a middle ground. A way to use content marketing appropriately by showing clients the wisdom of hiring you and paying top dollar to do it.

Here are some content marketing best practices:

Use content marketing to educate your market about “why”. Why they have a problem or need, why what they’re doing isn’t working, why they need a lawyer’s help, and why that lawyer should be you. Show them what’s at stake, what might happen if they do nothing, and why they could make things worse if they try to “fix” their problem on their own.
Use content marketing to show the “big picture,” not the complete step-by-step. Show them what needs to be done, not how to do it. Show them that solving their problem is hard work, there are many moving parts and deadlines and details, and that it won’t be easy. But also show them the rainbow after the storm, that all the work will be worth it.
Use content to show how you are different from other attorneys. How you are better and faster, you are ready to go to work, and that you are worth more because you deliver more.
Use content to let them hear your voice—your personality, your philosophies, your stye, and what it is like to work with you.
Use content to show that you understand them and truly care about helping them. Use stories to show empathy and how you have helped many others in the same situation.

Information is cheap. Clients can get it in many places. Let them get it from you.

Give information generously. If you give too little, it looks you’re holding back. But don’t give too much or, true or not, they may believe they don’t need you.

Use content marketing to teach the why, hint at the how, and sell the need for your services.

Filed Under: Content creation

Fake deadlines

June 19, 2025 by David M. Ward

You’ve heard me talk about the value of using “fear of loss” in your marketing and that it is usually more effective than speaking to a prospective client’s “desire for gain”. A client or prospect will be more likely to call you, opt in, or sign-up when they know that if they don’t, they may lose something valuable—their freedom, money, access, peace of mind, or something else they “own”.

More prospective clients will sign up because they fear losing their home or business, for example, than will sign up to increase their income or profit.

So, when you have a choice, show clients and prospects what they stand to lose by NOT taking action.

But whether your message is about fear of loss or desire for gain, you can increase response to your proposition by telling prospects there is a deadline.

When you tell them they might suffer financial loss if they don’t act before a specific date, for example, the urgency of that deadline gets them to focus on their situation, increasing their fear and motivating them to make a decision they might otherwise have delayed or rejected.

Bottom line, when you point out (emphasize) a deadline, you usually get more business.

Deadlines are effective because they tap into one of the strongest motivators in business—scarcity. There are a limited number of days left to sue and time is running out. There are only a few seats left at your seminar, and they are going fast. You are accepting only five new clients this week because you won’t have time to handle more.

The client or prospect doesn’t want to lose anything. You’re doing them a favor by telling them about the deadline. Tell them what to do, when to do it, and what they will lose if they don’t.

The urgency of deadlines is good for your clients and good for you.

What about “fake” deadlines?

Telling prospects there are “only two days left” when there is no real reason for that deadline, for example? You could extend the deadline, add more seats, or make room for one more client, couldn’t you? So, technically, the deadline is artificial.

Do fake deadlines work? They often do. Should you use them? Maybe.

If you get more people to say yes and those people benefit by doing so, that’s a good thing for them. Where’s the harm?

The harm in using fake deadlines is that clients will deduce that it is fake and their trust in you will diminish.

So, if you use fake deadlines, don’t do them too often or too ?capriciously.

Filed Under: Closing the sale, Copywriting, Marketing legal services Tagged With: Deadlines

Reminder marketing

June 17, 2025 by David M. Ward

Many attorneys don’t advertise because they believe it is inappropriate. They consider it overly aggressive, constantly pushing for sales and leads.

There is an alternative.

Unlike “lead generation advertising” and other forms of marketing featuring a “call to action,” the focus of reminder marketing is to show your audience that an issue exists, or still exists, and what could happen if it is ignored. It may mention your ability and readiness to address the issue, or this may simply be implied.

Reminder marketing isn’t restricted to advertising. Reminder marketing also occurs through emails to clients, prospects, or business contacts, newsletters and blogs, social media posts, press releases about news stories, and other communication mechanisms. It is a viable way to attract new clients, as well as stimulate repeat business and referrals.

Sometimes, you remind your audience that they may have an unaddressed problem or impending deadline, sometimes you remind them that updates are advisable, or that certain benefits are available to them they may not realize or might have forgotten.

You provide information and use examples of cases in the news or in your practice, and in doing so, not only remind them about the issues but keep your name or “brand” top-of-mind.

Reminder marketing is the essence of staying-in-touch with your market. Your messages remind your clients that you are still practicing, still protecting and supporting your clients, regardless of your message’s content. It’s a simple and effective mechanism for bringing in more business.

On the other hand, just because the focus of this type of marketing is educating or reminding, it doesn’t mean you shouldn’t persuade your audience to do something. You should.

But you can do that without pushing.

Filed Under: Advertising, Marketing legal services

A simple tool for attracting new clients

June 12, 2025 by David M. Ward

Your phone rings. A prospective client has a few questions or wants to make an appointment. He wasn’t a referral, didn’t see your ad or article, didn’t hear you interviewed, doesn’t follow you on social media, and hasn’t met you.

How does he know what you do and how you can help him?

He knows because he’s on your email list and, for weeks or months, or even years, has been hearing all about what you do and how you can help him.

He’s heard you discuss law and procedure and tell stories about cases you’ve handled. He’s heard what you do for your clients and believes you’re good at your job.

Whether you write a weekly or monthly newsletter or email your list from time to time, your list keeps you in touch with prospective clients, former clients, and business contacts. When they’re ready, they call.

You can’t do that effectively on social media. It’s out of your control. Algorithms change, policies change, and you never know who sees your information.

If you have an email list, however, you can contact your target market any time you want and know you’re addressing people who have actually chosen to hear from you.

They may not open every email, but they’re much more connected with you than they might be on social.

So, you need a list.

But you can’t (shouldn’t) just add names to a list and hit send. You want them to “opt in”.

You get them to do that by offering an incentive. Not just the information they get in your newsletter or blog or channel.

Something else.

It could be a report about a legal problem and solution you offer. It could be a guide to accomplishing something your target market wants to accomplish. It could be a form, a list of resources, or anything else a prospective client might want and be willing to sign up to get.

Offer them something they can download in exchange for their email address (also known as a lead magnet).

It has to be good. Don’t just throw something together. It should be valuable enough that people think, “Wow, I can’t believe they give this away for free.” That’s how you get more opt-ins and build trust with your audience.

On the other hand, it doesn’t have to be amazing. Solid information and a benefit-rich title can do the trick.

If you target small business owners, for example, a report or guide entitled, “22 Smart Strategies Business Owners Need To Stay Out Of Court” could be plenty.

Start with one lead magnet and use it to build your list. Over time, you can add more lead magnets, for different practice areas, different target markets, and different types of cases, to help you grow your list.

Filed Under: List building, Marketing legal services, Newsletters Tagged With: Lead magnet

Fake productivity

June 10, 2025 by David M. Ward

We all do it. Scroll through websites and call it research, update our task management system and call it productivity, try different apps and tell ourselves we’ll find one that’s better or faster than what we already use.

We’re not actually being productive, we’re having fun and distracting ourselves from our daily burdens. And there’s nothing wrong with that. Sometimes, all that playing and tinkering leads to ideas and improvements.

Go ahead, ask me how many task management and notes apps I’ve tried before landing on my current favs.

Don’t ask.

Fake productivity is okay. Unless we overdo it, or do it instead of doing things we really need to do.

I’m not talking about our regular work. We usually get that done, because we have to. Clients are waiting, deadlines are looming, and we do what we have to do.

I’m talking about the things we don’t have to do, but should. Big things that help us take our practice or career to the next level.

Otherwise known as “deep work”.

Deep work requires a lot of thinking, concentration, and hard work. We know we should do it but, too often, we can’t find the time or energy.

Marketing often falls into that category, unfortunately. Planning a series of seminars, writing a book, starting a blog or channel, for example, takes a lot of time and creative energy and are especially difficult when we try doing them at the end of a busy day, or on Saturday after a busy week.

Most advocates of deep work tell you to block out an hour or two each day, ideally in the morning when you (arguably) have the most energy.

Most professionals can’t do that. They have too much else to do.

There is a compromise. Instead of scheduling an hour or two every day, schedule an hour or two every week.

Chose a day. Choose a time. Put it on your calendar, and… do it.

You can accomplish a lot in one hour. Especially when you make it a habit. When you do anything regularly, your subconscious mind continues to work on the subject during the rest of the week while you’re doing other things.

You have other options. Instead of an hour or two each week, you might schedule a half-day every other week. Or a full day once a month.

Choose something, put it on your calendar, and… do it.

Because doing nothing isn’t an option.

Filed Under: Career satisfaction, Law office management, Marketing Plan, success Tagged With: Deep work

Prepare for the busy season before the busy season

June 5, 2025 by David M. Ward

Busy season? Do lawyers have busy seasons? Sure. It may not be a certain time of the year, but lawyers clearly have times when they have more work than other times.

Lots of work, new clients signing up, trials, meetings, travel, old clients who got in trouble….

Maybe an ad took off. Maybe they were in the news for something they did and got noticed. Maybe they got a few referrals, and those led to more referrals. Maybe they met someone at a party and became BFFs.

Something happened, momentum kicked in, and they got busy.

You’ve had busy periods, yes? You’ve also had periods when the phones were quiet and you were twiddling your thumbs, waiting for things to change.

Don’t wait for anything to change. Prepare.

When things are slow, do something. Move. Shake your booty and make something happen.

Create a seminar or update and promote your old one. Talk to your clients and professional contacts, see if there’s anything they need or if they know anyone who might. Run more ads or hire a consultant to help you improve your campaigns. Get out of the office and meet some new faces.

While you’re at it, when things are slow, update your systems, forms, and templates, catch up on CLE, take marketing classes, research new markets, experiment with new strategies.

If things pick up, great, you’ll be ready. If they don’t pick up, hopefully the energy you’re putting in will eventually pay off.

Every lawyer goes through seasons. You don’t know if they will be feast or famine, if or when they might occur or how long they will last.

The only thing you know is that anything can happen and you need to be prepared.

Filed Under: Law office management, Marketing Plan