Why Your Law Firm Needs a Lead Magnet

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Visitors to your law firm’s website can likely be placed in a few different categories. A few might be ready to hire an attorney for their legal issue that day. Some might be thinking about pursuing a legal matter and searching for information. Still, others may have been referred to your firm and are there to find out what you have to offer. Most of your visitors will be in the latter two categories or similar. Providing free consultations can only go so far as most people want answers before they decide to hire you.

Even though they aren’t ready to commit, having their information could prove valuable to you in the future as a substantial email list provides an ongoing loyal, receptive audience. Maybe they aren’t sure they want to pursue their legal matter or aren’t ready to hire you today. That’s okay—if you have their email address and they receive your newsletter a month or even several months from now, they might be ready then, and you’ll be at the top of their minds.


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The Purpose of a Lead Magnet

But how do you get their email address? “Subscribe to our newsletter today!” isn’t typically a successful list-building tactic in today’s challenging marketing world. Now more than ever before, consumers are conscious of the increasing volume of emails they stand to receive by providing their email to any company who asks. No one has the time or patience for an inbox full of spam or irrelevant offers.

However, offering a website visitor something of value in exchange for their email address or the contact information is often a successful marketing strategy. What you offer them is known as a lead magnet. It’s sometimes referred to as a “freebie” or “opt-in.” Lead magnets should benefit attorneys and their prospective clients. Having one in your law firm marketing toolbox provides you with the opportunity to:

  • Ethically obtain contact information from prospective clients, which allows you to remarket to them.
  • Showcase your expertise and experience in your legal field, which can help build a foundation of trust with those who download your lead magnet

Qualities of a Good Lead Magnet

If you want your lead magnet to be effective and highly converting, it needs to have the following qualities:


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  • Relevance— it must resonate with your intended audience. If your audience can’t relate to the content in your lead magnet or benefit from it somehow, it won’t be relevant to them. It must serve a needful purpose with a valuable target audience.
  • Perceived value—is what you offer worth giving up their email address for? If not, it’s not valuable enough. If it’s something you can find in a quick Google search, they probably aren’t going to want to give you their email address in exchange. Will accessing your lead magnet save them time or money or improve their lives somehow? The answer should be yes.
  • Business purpose—your lead magnet should deliver on the initial promise you made when requesting the receiver’s email. Always avoid leaving someone hanging with a clickbait-esque offer that you can’t deliver on.
  • They don’t solve the problem—this might sound off; however, if you solve the entire scope of the problem, what is the point of them contacting you? The best lead magnets solve enough of the problem that the prospective client recognizes you are the expert that can solve the rest of their situation.

Ideas for Lead Magnets

Remember that the best lead magnets offer insider knowledge, expert insight, a faster way to accomplish something, or some other creative information that addresses a real problem for people. Lead magnets come in many different forms, depending on the type of law you practice and the information you want to share. Your job is to find an offer and format that supports your law firm’s goals and the needs of potential clients.


eBooks are generally between 5,000 and 10,000 words and are entertaining, educational, and even visual. They should be easy-to-read conversational guides that can help readers fully understand a relevant topic.


Whitepapers are more formal than an eBook, sharing unique data, perspectives, or advice. They often help the reader understand a complex issue and precisely what they need to do to resolve it.


Simple checklists are easy to create in Microsoft Word or Google Docs and can be extremely helpful for your potential client base. For instance, a checklist about what to do to prepare for a divorce can be beneficial if you practice family law.


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Webinars should consist of engaging video content and are best if they feature a Q&A session. It’s best to keep each webinar narrowly focused on one specific problem. By offering them on-demand after the initial live event, these can provide you with quality leads for months or even years to come.

Multi-Part Video Series

A video series is an excellent alternative to an eBook. Some individuals prefer to learn by reading them; others prefer to learn by watching videos. For example, if you are a personal injury attorney, you could create a video serious on the personal injury lawsuit process.

Case Studies

Case studies can be used to highlight your accomplishments and show the reader a legal process. For example, you could outline a recent case your firm handled, including the major steps you took to help the client and the outcome.

Do You Need a Lead Magnet? Lexicon Legal Content Can Help

Surprisingly, only about 50 percent of marketers are actively using lead magnets. You are already ahead of the game if you offer a lead magnet. If you don’t, now is the time to consider one. At Lexicon Legal Content, we can help you select, draft, and perfect the best lead magnet for your law firm. Contact us today to learn more about our lead magnet services and how we can help your law firm succeed.

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