Category Archives: Marketing

Rise Of The Machines? Will Lawyers Become Obsolete?

Let’s consider this for a moment: lawyers being replaced by robots.

It sounds like a farfetched, sci-fi movie featuring advanced robotics bringing clients to court with analytical judges determining the fate of humanity.

However, as crazy as it may sound, will lawyers become obsolete with the growing trends in technology and communication?

Since the dawn of industrialization, there have been numerous revolutions in robotics technology that has freed up labors for the blue collar workers. From the view of human progress, this is the step in the right direction. However, as more and more people are losing jobs to robots, how will this affect the legal world?

Advancements in technology allows for information to be stored and retrieved in an easily accessible and systematized way. If artificial intelligence can be designed to extract evidence useful for litigations, to collect details for contracts, and trigger red flags whenever companies are committing fraud or other illegal activities, would this eliminate the number of lawyers needed in the world?

Automatization of Legal Work

Automatization is an ongoing development that allows for time efficiency and saving significant amounts of money. From a client’s point of view, if utilizing an online database, or “e-lawyer” to get accurate results, fast.

The early beginnings of technology designed to make a lawyer’s life easier started with chatbots. Technology from Ross and Lex Machina provide a chat lot system that makes setting up consultations simple for clients to do.

Another rising robot is called DoNotPay which was developed by Joshua Browder. This is a free parking ticket fighting chatbot that asks you a series of questions about your case. Questions like, “Were you illegally parked because of a medical emergency?” or “Were road signs clearly marked?”

At the end of the chat, the bot prepares a letter that can be used to fight parking tickets. So far, this system has been used to help hundreds of thousands of people to win parking ticket violations in Seattle, New York, and London.

What Areas of Law Could Be Most Affected

Technology is advancing at an extremely rapid pace. Each and every year a new highly developed superphone is being shoved into our pockets. If automatizing the lawyer process is the next step into the future, there may be some areas of law that will be impacted more than others.

The areas of law that once required many forms, contacts, and documents to be made may soon become obsolete. Things like business documents, contested filings, and estate planning documents, while performed by non-lawyers, are a part of the collective income of a law firm.

Currently, there are companies racing to innovate this area of law by creating efficient online services that can provide these documents in a single click.

Take for example LawGeex. They have developed an AI system that allows for the automation and approval of contracts. There focus is to eliminate paper work altogether.

Once, lawyers were required for their legal knowledge and careful selection of law like words. Now, AI machinery will be able to analyze text to review and understand the legal document.

What Are the Possibilities  of Robolawyers?

These chatbots could be the beginning of a complete legal revolution. There could be dramatic changes to the way bankruptcy, divorce disputes, and deportation can be dealt with. Instead of using a lawyer to dispute the finer points of law, AI systems can be developed to analyze every possible situation and find the exceptions, loopholes and historical cases needed to win a case.

Essentially, an AI will have access to a whole database of legal language and the history of legal cases to make decisions. From this perspective, the argument of human error leading to mistakes in law can certainly be avoided.

Here’s a couple more examples of law being replaced with technological solutions.

Judicata which is developing a database that was just mentioned above. While it may not be a go to tool for people experiencing a legal issue, it’s an AI program that provides lawyers with a chance to extract the information they need to build a case or contract.

Another AI based law solution comes from FairDoc. FairDoc focused on creating a virtualized legal team allowing for intake of clients to be made online and even tracking your client activity. It’s another cost effective solution to reduce the amount of work that is typically demanded by lawyers.

How Can You Fight The Rise of Robots?

There’s no avoiding the rapid growth that technology has in the world. As the old saying goes, if you can’t beat ‘em, join ‘em.

In this case, the some of the roboticized approaches to law may work in your favor. Since you are a lawyer with the knowledge and experience in the field, many of the time saving services that are reducing the amount of paperwork can still be performed through you.

When it comes to sensitive issues and human beings, going to see a lawyer will almost always be the preferred approach to dealing with a machine.

However, to assure yourself a job in the future to come, here’s a few things to consider:

  1. Approach new technology cautiously. Technology is often being tested and does come with some setbacks. While AI lawyers may seem like a smart solution, a single hack could leak a lot of sensitive information.
  2. Question what may be “replacing” you. Be skeptical. Not all technology may be the best for you, your law firm, or your clients.
  3. Accept changes. You can stick to traditional law practice, and perhaps you’ll be just fine, however finding a few new pieces of software that makes your law practice easier and more efficient may be in your best interest.
  4. Preserve your practice. Let’s face it, some parts of technology can be good, but outsourcing significant parts of your business with 3rd parties can become a liability. Your clients trust you. Therefore you have to make decisions as to whether the products and “robots” used in your practice can be trusted for the long term.


Likely there won’t be a terminator situation rising anytime soon for lawyers, however being up-to-date will help you stay ahead. One of the best things to is to embrace the coming changes but doing so with a hint of skepticism. To really succeed, bringing your law practice online may be the cutting edge you need to stay alive. Imagine having your own blog, you could be the leader in the transition from human based lawyers to AI law machines.

Fresh coffee in hand, ready to start marketing your firm.

Real Digital Marketing Tactics For Solo Attorneys

Starting your own firm is hard work. You don’t have the same resources that big firms have to market yourself. But luckily, what you lack in budget you gain in scrappiness. You can move quicker and with less oversight. You can ditch the BigLaw stuffiness and appeal directly to the clients you want to help.

Here’s our promise. We will deliver an actionable plan every week that can be implemented in less than 30 minutes a day, that, applied consistently, will provide you with an audience of prospective clients that lets you focus on the law instead of glad-handing at every networking event that rolls through town.

Remember, consistency is key if you want to build up that consistent stream of clients. Consider us your coach. We’ll give you a plan, every week.

Want to get early access to these tactics? Sign up for the email list and we’ll deliver them right to your inbox, every Monday morning. If not, check back on Fridays for that week’s plan.

Photo Credit: 55Laney69 used under CC

PPC For Lawyers May Have Just Gotten A Whole Lot Tougher

The focus of a website is to receive the most clicks that provide a steady stream of traffic and leads to an increase in business and clients. The means that every business (and law firm) is fighting for the front page of Google.

Visitors arrive to your website in a variety of way. One way to receive free, organic traffic is by ranking high on search engines via keywords. The content you provide and the keywords included on your pages will be selected by search engines that best match the query.

An alternative to free, organic traffic is PPC (Pay Per Click).

PPC is a highly competitive advertising strategy that can place your website and business pages on the front of Google and other search engines. Due to the changing nature of the online world, PPC for lawyers is going to be much more difficult to come out on top.

What Is PPC?

Pay per click advertising is a method of attracting new clients to your law firm using specific and targeted keywords used by those seeking a lawyer.

Successful campaigns use a landing page that has a distinct message and a clear call-to-action. This means that whenever you advertisement is clicked, that person will be landing on a webpage describing a solution to their problem (i.e. call 123-456-7890 for a FREE CONSULTATION).

PPC campaigns can be set up in a variety of ways with specific ad groups targeting the following:

  • Bankruptcy Lawyer
  • Business Lawyer
  • Divorce Lawyer
  • Family Lawyer
  • Medical Malpractice Lawyer
  • Personal Injury Lawyer

Search engines like Google, Yahoo, Yandex, and Bing allow you to design text based ads that will appear when those keywords are entered into the search bar. The concept behind PPC is that you will only pay whenever someone clicks on your ad leading to your website or landing page.

There is potential to create some successful advertisements that allow you to discover new clients, however many of these keywords above are highly sought after by other law firms. In addition, the nature of PPC and how advertising is permitted on these search engines are constantly changing.

The Changing Nature Of PPC

Back in February 2016, Google rolled out a few changes to their some changes to the way they show ads in the search queries. They removed the longer text ads that showed in the right sidebar. This is a complete overview of the changes Google made:

  • No more text ads in the right sidebar of search results on desktop
  • Up to 4 text ads will be shown above the organic listings for “highly commercial queries” (before, up to 3 were displayed)
  • Up to 3 text ads will show at the bottom of the search results.
  • The maximum number of ads to be displayed will be 7 (before, there were up to 11)

Google defines “highly commercial queries” as the keywords that are in high demand in certain industries.

What Does  This Mean for Lawyer’s PPC?

 When you are choosing the right keywords  to setup a PPC campaign, there may be a highly sought after keyword that drives up the prices. Let’s saw for example, “New York Lawyers” is a highly searched keyword. Due to popular demand, you can see yourself paying tens to hundreds of dollars per click.

Consider this. “Lawyer” and “Attorney” are the most expensive keywords used on Bing. They cost over $100 per click when used with search queries like these: “personal injury lawyer” or “accident attorney colorado.” Your monthly PPC campaigns could cost in the thousands with a return of investment being entirely uncertain. Bing is known to be the cheaper advertising platform and Google is likely to be much higher.

With the changes made by Google, this puts increasing competition on keywords but also to a top ranking position in the search queries. Where before prices may have varied from a dollar up, the supply and demand can push your PPC campaign budget beyond its limits.

The Downside Of PPC Campaigns For Lawyers

 PPC offers a paid alternative to getting your website noticed by potential clients. However, these campaigns are based entirely on bids and competition for keywords. If there are a lot of advertisers bidding on the same keyword, the price goes up.

Unfortunately, PPC advertising does not guarantee that every click will lead to your next client. In fact, you could be losing a significant amount of money at each click when no one is contacting you for your legal services.

This document from Google detailing factors that influence your PPC viewability, claims that 56.1% impressions are not actually seen. This implies a considerable amount of loss and uncertainty when relying on PPC to find new clients and grow your firm.

Now, here’s something that you have to be aware of. Since you are not the only one competing for “high commercial queries” there are occasions of click fraud.

Click fraud is an extremely shameful marketing practice where one of your competitors will continually click on your ads until your budget is depleted. While Google does provide protection from fruad, there are still ways to get around this.

What Can Lawyers Do?

Paying $100 per click may not be a viable solution for small law firms.

As an alternative to pay per click advertising, lawyers can start their own blog and generate organic traffic to their websites. Although this too requires a significant amount of keyword research, time writing articles, and consistency with posting, the investment are for those seeking long term returns.

Having a blog can bring a flow to steady clients without having to spend thousands on advertising. By utilizing your knowledge and expertise in your field, you can provide solutions clients are searching for and direct them to a direct method of getting in contact with your legal services.

When combined with social media and other marketing strategies, blogging can be a relief to highly competitive and sometimes fraudulent ways of PPC campaigns.

5 Costly Attorney Website Mistakes

I recently had the opportunity to talk with Chris Small of The Art of Lawyering Podcast about legal websites, and thought I’d share a few points from the podcast.  If you’d like to check out the podcast (and the deal we’re offering its listeners), you can find it at

Let me start with a few words about why I started AmazeLaw, and why I understand what lawyers are dealing with when it comes to online marketing.  When my wife left her big law job to start her own practice, we were bombarded by all sorts of scummy sales-guys cold-calling her about all of these digital marketing solutions that were overpriced at best and downright harmful at worst.  She doesn’t have a marketing background, so everything was so new and foreign to her, and I know she found the whole learning process very stressful.  Luckily, I have a background in building marketing tools from my time building the Content Management System for Hubspot.  I knew I could help her.  Then I realized that I could help a lot of people who were just like her.

So I set out to build AmazeLaw to offer a do-it-yourself marketing solution for attorneys that focused on simple, sustainable marketing tactics that busy solos can manage themselves.

While doing research for the business and in helping our clients build or re-build their sites, I’ve come across a lot of common errors that solos make in their digital marketing, so I thought it would be fun to share some of those mistakes and how to fix them.  So I present…

The 5 Most Common Attorney Website Mistakes…and How to Fix Them

Not updating frequently enough.

If you haven’t made added/updated content on your site in the last month at an absolute minimum, your site will get stale.  Your audience will not understand how busy you are.  They will think you don’t care.  So how do you keep a blog updated?  First, your blog should be on your website.  Don’t buy into the malarkey that it should be separate.  Second, here are few easy ways to come up with content for your blog.  Write down the ten questions you get most often.  Write down 10 common assumptions your clients have that are wrong.  Now, write one or two posts per week explaining those in their language.

Writing for attorneys, not people.  

I think I can say this, because my wife has admitted it to me.  Solos often have this insecurity about competing with the big guys, a subconscious need to show the big law attorneys that they’re serious attorneys.  Resist that urge. You’re not writing for lawyers, you’re writing for clients.

Clients are PEOPLE. They want to work with REAL PEOPLE not stodgy old-school law firms (and the ones that really do, you shouldn’t care about because you’re fighting an uphill battle trying to compete with firms that have many more resources than you do).

Repeat after me.  Clients don’t care about case law.  Clients don’t care about case law. Clients don’t care about case law.  Don’t write about case law.

Sure it’s the stuff you can geek out on, but clients care about a solution to their problem.  They don’t care about the particulars. They pay you to know the case law and to recommend a solution in the context of their business or their situation, not in the context of a courtroom argument.

One key exception: a new case or new legislation somehow changes or contradicts a common assumption your clients have that impacts their day-to-day decisions.  You can mention it, but when editing, err on the side of “they don’t care, just tell me what I need to do differently with this new information.”

Not having a clear “next-step.”

Once you’ve explained something in their language, how do you get them to take action?  Each piece of content should end with a call to action. It doesn’t have to be fancy, just a simple request written in italics at the end of your post is just fine.  As long as it’s clear what the next step is.

After all, they’re interested enough to read your entire post. They’re feel ingratiated because you gave away your expertise. Capitalize on that using reciprocity as a motivation to (1) ask for a consult request; (2) ask them to join an email list; or (3) ask them to comment.

Finally, your homepage needs an email address and a phone number.  Place it in the footer for sure, but consider placing it in prominent places in your copy.  Finally, make sure to hyperlink your phone number for mobile devices and never embed your contact information in an image (because Google will never find it).

Speaking of mobile…

Not having a responsive website, or not having a mobile site configured properly.

This is 2015, you need to have a website that not only “works” on a mobile device, but is optimized for it.  Why? Anywhere from 40%-55% of search traffic is on a mobile device.  Google started cracking down on April 21st, meaning that if your site isn’t mobile optimized, it will be virtually impossible to find it from a mobile device.  If you want to see if your site is mobile-friendly, you can check out at  If you find out that your website isn’t mobile friendly, it’s time to upgrade to a mobile responsive site.  For more information about Google’s changes, why they’re happening and what you can do, check out our Mobilegeddon overview for attorneys.

Not having up-to-date and consistent local search listings.

Your #1 priority should be getting a google local listing set up and correct for your site.  This will make sure your business shows up with a map and details when they search for your firm directly, which in turn makes your firm eligible to show up in the local listings that appear on the first page of google just below #1 search position.  Go to the AmazeLaw Google Guide for step-by-step instructions for making sure you’re taking advantage of all of Google’s tools.

Your #2 priority is making sure you have a consistent web listing (with no duplicates) for your firm across the various local search aggregators.  Rather than managing this yourself each time something changes in your business, use Moz Local.  You enter your information once and they publish it and sync it across all of the major local search aggregators. A steal at $84/yr.

Check out the free PDF: Advertising Tips for Lawyers to get some design ideas and easy-to-use tools to a powerful advertising message.

Are you making any of these mistakes?

You’re not alone. These are super common and we can help you avoid each and every one. Want to see how we can take your website from blah to blazing?

Schedule a Demo Today

Picking The Best Domain Name For Your Law Practice

In order to run a successful law practice, you’re going to need a website. Your website is the place for potential clients to discover your legal services, get to know you, and  schedule a consultation.

However, before you or hired help creates your website, you’ll want to pick the best domain name for your law firm.

A website and a domain name are not the same, although they are closely connected. The website contains all your content, information, and images. Whereas the domain name is the address that people type in their browsers that bring them to your website.

There are many types of domain names available and there’s a few important guidelines to follow when choosing the best one for your law firm:

Top Level Domain for Lawyers

 Top Level Domains (TLDs) are the little part of the domain name found after the DOT. These include, .COM, .ORG, .NET, and .GOV. There is even a specially created TLD for lawyers called .LAW.

The kind of TLD you decide will play a role in your ability to being found online. The universal TLDs are those listed above. There are also country specific TLDs such as .CA (Canada), .CN (China), .EU (European Union). Using these domains are restricted to those residing in that country and may not have as large a global reach as a .COM.

Most domains can be registered by anyone, however, the .LAW specific TLD requires proof of license before it can be issued.

Is a .LAW the best domain for you?

What Are Lawyer Keywords?

 Consider your domain name as a very important keyword that aides in your website getting found. People looking for a lawyer may search the following in Google: Florida Divorce Lawyers.

 Those words, are considered keywords and they play an important part in how your website is found online.

One thing to keep in mind is that keyword stuffing your domain name could lead to penalties by search engines and prevent your site from ever being noticed.

For example,


While a name like this appears to be congruent with your services, there are a variety of reasons to not use this kind of name.

Best Domain Names For Lawyers

 Creating a domain name that is memorable and brandable is the best approach to take. This is important. Your domain name will serve as a banner that not only catches people’s attention but prepares people for what they’ll find on your website.

So, consider the following: what is the overall message you’re trying to say? Can people remember it easily? Can they type it into their browser without difficulty? Are there other websites with domain names similar to yours?

In addition, here are a few points to help you pick the best domain:

  1. Keep it short and simple (KISS). Shorter names are easier to remember and simpler to type into the browser. Just imagine, if your name was Bernie, you could have this:!
  2. Be consistent. Your domain name should be a reflection of the services being offered and/or the location you provide them. Having a name like (implying that you offer court consultations in NYC) would be more powerful than (potentially implying this site is about a world of flaws?).
  3. Don’t use unpopular TLDs. There are many different domain names available that may seem ideal for branding purposes but have less effect as a common TLD like .COM. Many people are familiar with .COM as a domain name.
  4. Avoid using hyphens. Search engines sometimes consider websites using hyphens as spammy and trying to stuff too many keywords. For example, may signal to search engines that this website is spam. While hyphens can be used without receiving penalties.

Lawyers Starting A Blog

 Having a website allows your to showcase your practice, services, past clients, and contact information to the entire world. As well, another useful thing to do on your website is starting a blog.

As mentioned before, keywords play an important part in getting your site noticed online. While the domain name plays a significant roles in directing people to the website, the content is the most valuable.

The best way to make your website stand out online is by providing expert advice and quality content. Blogs allow you to build your reputation online as well as discover new, potential clients.

Domain Name Overview:

Do Don’t

●        Do use your personal or business name(s). Remember to keep it short and simple. Use a domain name like,, instead of
●        Do use your area of practice. If you’re a divorce lawyer, legal advisor, or criminal lawyer, feature that (i.e.
●        Do use something memorable. Especially for blogs, having a domain like, or could serve as a great platform to express your legal work as well as for branding purposes.
●        Do use a common TLD (such as .COM or even .LAW).
●        Do consider the ethical code. Making claims that cannot be proven, or misleading (i.e. may be a violation of your local jurisdiction’s ethical rules.


●        Don’t use names that may change in the future (i.e. if an associate leaves your law firm)
●        Don’t use abbreviations of your legal service that could create a negative reputation (i.e. Austin, Stevens, and Smith Lawyers Group:
●        Don’t use spammy words like, best, top, greatest, etc. While you may feel that your law firm is #1 in your area, the search engines may flag your site as spam.
●        Don’t make it too personal. Whatever you are interested in and passionate about should not be used for your domain name, unless, it is relevant to your area of law.
●        Don’t use hard to remember or difficult to spell words.
●        Don’t copy another domain name. If is taken, avoid taking (or any other TLD). This can confuse your potential clients.

Choosing the best domain name for your law practice is not going to be easy. Remember that search engines like Google do provide benefits when a keyword is matched in your domain name. However, try to avoid coming off as spammy and use a name that is broad but to the point. For branding purposes, short and catchy would be the better approach.

Why You Need An Email List For Your Law Firm & 7 Easy Strategies To Create One

Law firm website? Check!

Social media profiles? Check!

Email list? Huh?

Maybe you’ve heard of email lists but you don’t know where to start. Maybe you don’t know what the heck I’m talking about it, but it sounds like something you should know.

Wherever you are on the spectrum, this post will help. We’ll discuss everything you need to get started on building an email list for your law firm along with why you should build an email list to begin with.

Would you like a five step quick start guide to building your email list? Subscribe to receive this extra guide.

What’s an Email List?

An email list is a collection of people who’ve given you their email addresses so that they can stay in touch with your law firm.

Why Do You Need an Email List?


An email list is the most valuable marketing resource you have. Your email list represents people who want to have a relationship with your law firm – subscribers. These subscribers want to know what you have to say about hot topics and enjoy reading your advice.

Let’s take a look at the main benefits of creating an email list:

Top of mind awareness

An email list keeps your law firm at the top of subscribers’ minds. They may not need your legal services now or even six months from now. However, when the need arises, you’ll be the first (or only) law firm your subscriber will think of.

You own the list

You may be thinking, Isn’t my social media platform good enough? I already have a ton of fans and followers on social media.

Although a social media presence is important, it’s inferior to creating an email list. The main reason is that you don’t own that list of fans and followers. If Facebook or Twitter decides to delete your account tomorrow, everyone who follows you will go bye-bye, whether that’s 10 people or 10,000.

When you own an email list, you won’t ever have to worry about losing your subscribers.

Promote your services

Did you know that email is one of the best ways to market your law firm? That’s because your list contains people who actually want to be on it. It’s not just random people who stumbled onto your website via an ad or review site.

The people on your email list are highly interested in the services that you provide. It stands to reason that the people who took their time to sign up for your email newsletters actually want to hear from you.

In your email, discuss what you offer. Highlight key services. Describe these services in plain English.

You may think, why do I need an email list now? My site is brand new and I don’t have a lot of traffic.

Now is the perfect time to set up an email list. You want to have a method in place to catch any and every visitor who arrives on your site and wants to subscribe.

Think about people who visit your site and then leave. They’ll never return– not because they don’t want to, but because they’ve forgotten. They may love your site and want to receive more content from you, but you don’t have a way to ask for their email address.

So, now that you know why you need an email list, let’s talk about how to create a successful one.

Email Newsletter Best Practices

1. Choose your subject line carefully

The success of your email newsletter rests solely on your subject line. Choose a subject line that makes your subscribers want to click on it.

Get them interested

Why should the subscriber open this email? How will it benefit them? Using a subject like “Granger & Associates Newsletter: June 2016” won’t move the needle, I assure you. However, a subject like, “Everything You’ve Always Wanted to Know About PreNups” is interesting and makes your subscribers think, hmm… what don’t I know about prenups?

It’s all about getting your subscriber to actually open your email.

Keep it short

The ideal length for an email subject line is between 50 to 70 characters. Many email service providers cut off the subject line after 70 characters. This is approximately eight words. Eight words seems short, but there’s a lot you can do in that space when you’re creative.

Avoid certain words

Creativity in word choice is a must, but you’ll want to steer clear of certain overused or spammy words and phrases. These words make your email look like spam to humans, and can also trip an email service’s spam filters. If that happens, your email won’t even make it to the inbox.


Here’s a partial list of words you should avoid in your subject line:



% Off



W o r d s  w i t h  g a p s


Amanda MacArthur at Mequoda has a list of the most offensive spam trigger words.

2. Choose your sender email address and name carefully, too

Chose a sender name that reminds the subscriber who you are. You may choose to use the name of your law firm (P&R Law), your own name (Debra Smarts, esq.), or a combination of the two (Debra Smarts from P&R Law). I’m partial to the third option because it provides maximum identification.

You should also choose an email address that sounds welcoming. Instead of using a as your email address, choose something like

3. Don’t get too wordy


We’ve already discussed keeping it short on your subject line. You should also adopt this mentality in the body of your email.

Attention spans are short in inboxes. Your subscribers don’t want to spend 30 minutes reading your newsletter, and they won’t.

Instead of creating a lengthy email newsletter, provide short and easy-to-consume content. Direct them out of the inbox and onto your blog or website to get the full scoop. Email is a quick burst of information, but it shouldn’t attempt to tell the whole story.

4. Include a call to action for each email

Piggybacking off of the above practice, use a strong call to action in your emails to bring people back to your website. At the end of each section of your newsletter, include a button or a link that tells your subscriber what to do next, i.e. “Read the rest on my blog…” or “Sign up for my upcoming class here.”

5. Segment

Have you ever heard of segmenting? Segmenting is the process of taking one email list and grouping subscribers based on demographics or other criteria. For example, you can group everyone who signed up from your blog post about adoption law into one segment and everyone who signed up from your blog post about divorce law onto another segment.

What’s the value of segmenting? In the example above, you can see how a family hoping to learn more about adoption won’t necessarily be interested in advice to divorcees.

By segmenting, you can create specific newsletters for each group. Your subscribers win because they’ll get relevant content they can actually use.

6. Come Up with an Interesting Topic


There are so many great ideas that you can use to create content for your email newsletter. Here are some of my favorites:

  • Answer frequently asked questions
  • Highlight success stories (with your client’s permission, of course)
  • Discuss hot topics/current news
  • Tease your most recent blog post
  • Ask for feedback and reviews
  • Share company news
  • Highlight a member of your staff
  • Share the details of upcoming events (webinars, clinics, meet and greets)
  • Write a newsletter about past events you’ve hosted (charity drives, classes, etc)

Set up an editorial calendar on a spreadsheet and list all the ideas you have for your newsletters. Choose a frequency (once a week, bi-weekly, or once a month). Then, come up with an idea for each newsletter. By working in batches, it’s easier to brainstorm ideas.

7. Remember Your Audience

Who are your subscribers? Speak directly to them. Tone down any legalese because they won’t understand all the fancy lawyer-speak (unless they are lawyers also).

Along these same lines, choose subjects that matter to your subscribers. They may not care to know the finer details of the law. They simply want to know how a law will affect them.

Final Thoughts

Remember that an email list is a crucial part of your ongoing marketing efforts. It’s never too soon to start capturing email addresses from your site’s visitors.

Would you like a five step quick start guide to building your email list? Subscribe to receive this extra guide.

Facebook Ads For Lawyers

Facebook has considerable potential for marketing and finding client referrals. With Facebook, you can build strong relationships between users and your legal services.

For your law firm, Facebook Ads allows you to put your law firm in front of people who may be in need of legal aid.

This article will take you through the steps of starting your first Facebook Ad campaign as well as a few strategies you can try.

Facebook Pages for Lawyers

If you haven’t done so already, you may want to consider creating a Facebook page for your law firm.

This is not a requirement to use Facebook Ads, however your Facebook Page can be used strategically to market your law firm.

Facebook pages allow you to create a community surrounding your legal services. Here you can showcase your latest law related blog posts and other promotional information to everyone who likes your page.

As well, you can use Facebook Ads to drive traffic and engagement to your page to boost your online presence and, reputation.

When you’re just getting started with Facebook pages, the best thing to do is grow your page organically to increase credibility and engagement before using Facebook Ads to achieve your goals.

For the remainder of this article, let’s focus on creating a Facebook Ad and how you can use it effectively for your law firm.

What Can Lawyers Do With Facebook Ads?

 Facebook Ads is divided into 3 objectives:

  1. Awareness. Use this objective to create interest in your law firm (i.e. online branding).
  2. Consideration. Use this objective to get people thinking about your law firm and gain access to more information (i.e. articles, contact info, etc.).
  3. Conversion. Use this objective to encourage people to contact your law firm to arrange a consultation or use your legal services.

The goal of your advertising campaign will be different depending on what you are trying to achieve.

If you’re looking to grow your online presence, creating awareness and consideration ads will be your best choices.

If you’re looking to get people to call your office and set up a consultation, creating conversion ads will help you achieve that.

Once you have determined the goal of your advertisement, it’s time to create your first Facebook ad. 

Setting Up A  Facebook Ad

To use Facebook Ads, you’ll need a Facebook Business Account.

Once you have set up your account, you’ll have access to the Ads Manager Dashboard. Here you can use Facebook’s Guided Creation to create your ad.

In this example, let’s look at how to set up a Facebook Ad to drive more traffic to your law firm’s website.

After selecting Traffic under the CONVERSION objective, scroll down to continue. You’ll notice an option to create a Split Test.

If you’re unfamiliar, a split test allows you to create two ads and test them to see which ad performs better.

With Split Testing, you can create different ads that target the same people, use the same ad to target different people, or experiment with different ad delivery methods.

Facebook provides all the analytic tools to measure the results. Depending on how you setup your budget, you can choose to split your budget to run both ads equally or let Facebook decide which is the better ad and use more of your budget.


You’re in complete control of your Facebook Ads. When you’re setting up your ad, you can choose to send people who click on your ad to your website, a Facebook Page, or even Facebook Messenger to start a conversation right away.

Not sure where to send people who click on your Facebook Ad?

Try a landing page. Landing pages are single pages online that can be designed like your Facebook Ad with more details about your law firm, how to get in touch, or other information you want to provide.

Check out the free PDF: Advertising Tips for Lawyers to get some design ideas and easy-to-use tools to a powerful advertising message.


Sometimes, it can be an effective strategy to provide an special offer in your Facebook Ads.

This can be a free 30 minute consultation, reduced rates for a specific legal service, or something else related to your law firm.

Offers can be limited in time (i.e. offer ends November 15th) or amount (i.e. available only to the first 15 people).

The benefit of setting up a Facebook Ad with an offer is that people who see this ad can save it and receive notifications about it.


As mentioned before, split testing lets you control different variables relating to how your Facebook Ads will be viewed online.

There are 4 options:

  1. Creative. Allows you to use all variables, 2 to 4.
  2. Delivery Optimization. Allows you to choose how your ads are delivered. You can focus on getting Link Clicks, Landing Page Views, Impressions, or Daily Unique Reach.
  3. Audience. Allows you to define two set of audiences to serve your ads to. You can choose Location, Age, Gender, Languages. As well, you can select some detailed targeting depending on people’s demographics, interests, or behaviors. As an example, divorce lawyers may want to target people between 25 to 35 as this is a common age when couples experience divorce.
  4. Placement. Allows you to choose where your Facebook ads will be placed. Facebook has a range of advertising access. You can feature your ads on Facebook, Instagram, and their partner network. As well, you can choose to have your ads featured in people’s newsfeeds, side column and more.

Consider placing an eye catching ad in a new feed to drive traffic to your legal services.

 Notice: Most Facebook Ads are charged based on Impression. This means, each time Facebook serves your ad, you’ll be charged. If you’re looking for a different advertising method, try Google Adwords for Lawyers. With Google, you can set up a pay-per-click ad campaign.


Once you have determined how your ads will be delivered, who your target audience will be, and where your ads will show up, you can set your budget.

With split testing, you can start with an even split then select to end the test early if one of your ads performs better than the other. This way, you can gain the most results from your Facebook Ad.


It’s time to design the ad for your legal services.

Start by naming your ad. Then, decide whether you will be connecting your Facebook Page to the ad or not. If you don’t have a Facebook page, be sure to click “Don’t Connect a Facebook Page.”

Next, choose the ad format you want to use.

The next step allows you to add photos to your ad. Facebook offers some Free Stock Images or you can upload your own.

Design Smart Lawyer Ads

Figuring out Facebook Ads can itself be difficult. However, creating an effective ad can be equally challenging.

There is no one design that will send people to their phones and to contact your law firm. This is where Facebook’s split testing allows you to create variations in your ad designs to see what works, and what doesn’t.

Here’s some sample ads to give you ideas for creating your own Facebook Ads:

See more Lawyer Ads on Adspresso

Check out the free PDF: Advertising Tips for Lawyers to get some design ideas and easy-to-use tools to a powerful advertising message.

When you’re satisfied with your ad design and have set up a billing account, you can create your ad and test the results.

Should You Use Facebook Ads?

Marketing your law firm using Facebook Ads provides you an opportunity to find client referrals and expand your legal services.

Although Facebook is used predominantly for entertainment and staying connected with friends and family, it can be used to reach new people, build your online presence, and give access to legal services.

Facebook ads are just one way of marketing your law firm. You may also want to give Google Adwords a try.

20 Minute Marketing Plan For The Busy Attorney

We get it. You’re busy! On the long long list of things you have to do in a day, marketing is probably one of your least favorite and often gets lobbed to the end of the todo list.

But successful marketing depends on consistency, and we all know what happens to the tasks at the back of the to-do list.  So let’s set up a plan that will allow you to be consistent without causing the dread of staring at a blank screen wondering what to do.

We’ll start today with social media.  Yes. The amorphous, ubiquitous, and perpetually misunderstood side of marketing.

It can be a pain to sit down and come up with a single Facebook post let alone creating an entire social media strategy.

Well, what if it only took 20 minutes while you were sipping your morning coffee? Well that’s more manageable right? Today we’re going to outline a process and tools that will help you to do just that.

We’ll cover three components of a social media strategy that will allow you to create a bustling social presence without needing to spend all of your time dinking around in the productivity sucking waste-pool that is Facebook.

Without further ado, our first focal point – curation.

ABC – A – Always, B – Be, C – Curating. Always be curating!

What is curating you ask? Curating is collecting and filtering content from across the web that will interest your ideal clients and allow those ideal clients to interact and share with you, and more importantly, their peers, that are also ideal clients.

Everyone is drinking from a firehose these days, and with so much awful content being spewed into the ether by “marketers” it’s harder than ever to filter out the good stuff.  Your goal in this exercise is to be that filter for your ideal clients.

This does two things.  First, it distinguishes you as a thought-leader in your space, and second, it makes you the source for all things true and helpful.

Another way to think of your role in all of this is as a magic flower. No, I’m not on some other magical substance writing that. Your goal is to be like the magic flower in Super Mario Brothers.

For the uninitiated (read: those over 40 or under 25), the magic flower turns regular old Italian plumber Mario into Super Mario. Super Mario is bigger, faster, and stronger than his wrench-wielding alter-ego, and he’s also invincible.

Through your carefully curated information, you can make your ideal clients into super heroes.  They’ll be more on point with what’s going on in their industry. Able to impress their bosses, their clients, and maybe even their spouses with how in tune they are with the world of [insert ideal client’s industry here]. They might get promoted. They might close that deal. They might get their spouse to stop rolling their eyes (unlikely).

But you see where we’re going with this. By giving your ideal clients those super powers, who do you think they’re going to turn to when they have a problem even their super powers can’t handle?  That’s right.  You.

So how do we do this?

First we need a way to keep track of the content we find worthy of sharing. The goal is to find something that you have available at any time, because you never know when you’ll come across something you want to share.  The best tool is the one you have with you.

For capturing content as it flies past you, we recommend an app called Pocket.  Pocket allows you to instantly save the contents of a website while you’re looking at it.  They have a great mobile app so you can just quickly “share to Pocket” and the article gets saved for later review. They even have a browser plugin so when you’re come across a good article at your desk or on your laptop, you can quickly save them there.  You can find Pocket at

But if Pocket isn’t your thing, Evernote’s web clipper can do a great job as well (though if you use Evernote for other aspects of life/business, it’s a little hard to control the clutter of constantly saving articles). And if you don’t want to learn a new tool, a simple note taking app on your phone or (gasp!) an actual notebook, work just as well.  Point being, find a tool that works for you.

So, when you are listening to the news in the morning, scrolling through Facebook or Twitter on your lunch break, etc. always be on the lookout for those magic flower articles.

What do you do once you find one? If you’re using pocket, just save it to Pocket. If not, take down the URL of the story, and then write down the first “take” you had on it. Your thoughts on where it was great or missed the mark slightly, or how it might fit into the bigger picture for your ideal clients.

Then move on, you’re all set.

Now you might be thinking, “Wait, I’m always doing this? I thought you said 20 minutes!” Well, you’re right. You need to be on guard 24/7. But the real benefit is that this takes just a few seconds as you come across great content, and it allows you to do GREAT things in just 20 minutes if you already have a starting point when you sit down each morning.

This next part is where we get into the meat and potatoes. The 20 minute social media habit.

Habits are super powerful when it comes to compounding the returns on your time investment. That’s our goal, to layer up little marketing habits that set you up for that month down the road where you’re suddenly turning away clients because you’re too busy, or thinking about hiring that associate to handle the workload.

So let’s commit to it, right now.  Let’s commit to 5 week days in a row of curating and scheduling social media each morning.  Then we’ll revisit.  Figure out what isn’t working, make tweaks and commit to another five days. Rinse. Repeat.

Here’s the 20 minute morning routine.

First 5 Minutes – (Gasp!) Original Posts

Original posts are always the hardest. But we don’t want to derail the process because we have writer’s block.  Give yourself 5 minutes to come up with an original post or two or three. But stop after 5 minutes, and don’t beat yourself up if you can’t think of anything. That’s why we have that hopper full of curated content, so you don’t always have to be on your A-game.  The juices will start to flow over time, so don’t get hung up here.

Next 10 Minutes – Queue up Curated Content

Next, dig into your treasure trove of curated content, and pick out three or four posts that you can share.  Use a tool like Hootsuite or Buffer to create posts on Twitter or Facebook or LinkedIn. Link to the articles, write in your “take” as the post content, and then get ready to schedule those posts.

Last 5 Minutes – Scheduling for Long Term Success

The powerful part of this plan isn’t necessarily that you’re generating social media posts every day, it’s actually that you’re going to be generating social media posts for weeks or months in the future. To the point that there will be a morning in the future where you’ll sit down and realize you already have two or three posts ready to go for the day.

So here’s how we schedule them.

First, you need to decide how “evergreen” the content is.  Once you figure out which bucket this falls into, follow the scheduling guidelines below.

Breaking News

This content is usually only good for one, maybe two days. Think – a comment on a big supreme court ruling, an announcement of a new staff member, or a comment about a the latest corporation to screw up, etc.  For these posts, we suggest scheduling the post to go out on each of your various channels today. Post once on Facebook and LinkedIn, and consider posting two or three times on Twitter.


This content is something that is useful now, and likely for the next few weeks or months.  For example, an article about this year’s trends in industry X, how a certain technology is affecting Y, etc.  For these posts, I’d schedule one post for today on each of your channels, then create posts for each channel that are 4, 14, 30, and 60 days out. Note, those numbers aren’t set in stone, but rather ball park values. The idea being to keep the posting going but at larger and larger intervals until you think the article won’t be relevant any more.


These are the holy grail.  They’re the articles that keep on giving, and they’re rarer than one might think. These articles are the ones that will be as useful today as they will be in five years.  For example, with attorneys, these might be articles that relate to handling common situations that ideal clients might not know about. They might be articles about how to think about a particular issue.  And sometimes they come in the form of an article so good that you couldn’t imagine someone covering the topic more completely (like, for example, a 1500 word lesson on how to do your social media in just 20 minutes 🙂

For these posts, schedule out as many as you can forever. For example, post one today, and then repeat monthly or bi monthly for the next year. Basically, for as long as you can go before your 20 minutes runs out.


And that’s it.  If you follow this plan for even a month, you’ll find that your social media hopper is filled out for weeks and months into the future. Your facebook page will no longer be a dormant ghost-town where we promoted that one blog post we wrote 2 years ago. Your twitter account will start to accumulate followers. You’ll start to hear the phrase “oh I saw you posted about that a few weeks ago” at random networking events from people you’ve never met before. You’ll get a referral and when you ask who it’s from, it’ll be from a person you’ve never met, and when you Google them, you’ll see that they’ve been following you for a few months on Twitter.

In short, you’ll start to see why social media can be a real benefit to your firm, and you’ll laugh at the big firms that don’t get why.
Finally, reach out to use here at AmazeLaw. Tell us how this is working for you.  Suggest tweaks. Let us know when you get that superfan client that you realize has been stalking you just a little too creepily on Facebook.

Google Ads For Lawyers

Google Adwords is an effective way to turn online web browsers into prospective clients for your law firm.

Google’s pay-per-click (PPC) advertising system uses keyword phrases and displays your ads to those searching for your legal services.

Something to keep in mind, it takes time and money to see a measurable ROI with Google Adwords. You’ll see that considerable planning and research is involved.

As an alternative, Google also offers Adwords Express which a simple solution to setting up advertisements without any worries.

With this article, you’ll learn how to get started on Google Adwords and launch your first lawyer PPC campaign. Once you get the hang of it, you can grow your law firm and provide your services precisely to those who need it.

Understanding Google’s Ad Types

Google Adwords has 4 kinds of ads  you can use to attract clients to your law firm. Those are: Display Ads; Video Ads; Search Ads; and, App Ads.

  1. Display Ads. Google has a network of websites where your ad will be featured. These are the banner ads you see at the top and side of websites.
  2. Video Ads. If you’ve made a promotional video for your law firm, you can use video ads which can attract new clients from YouTube.
  3. Search Ads. These are the ads found at the top and bottom of every Google search.
  4. App Ads. You probably won’t use App Ads since they are focused on promoting an App.

Check out the free PDF: Advertising Tips for Lawyers to get some design ideas and easy-to-use tools to a powerful advertising message.

Getting Started on Google Adwords 

If you’re completely new to Google Adwords, you can contact one of Google’s support team and they’ll walk you through the set up, free. Or, you can continue reading this article to see a step-by-step tutorial to getting started and running your first PPC campaign.

After clicking START NOW you’ll be taken to a signup page. Enter your email address and lawyer website then click next.

If you don’t have a website for your law firm and want one, go here for more information.

After you have signed in to your new Google Adwords account, you’ll be taken to a dashboard displaying an overview of your account.

To set up your first PPC campaign, click on Campaigns then the “+” or “+ NEW CAMPAIGN.

Once you have selected NEW CAMPAIGN, you will be taken to a page to choose the type of ads you want to display.

You’ll notice an additional ad choice for shipping products, this will be irrelevant to you.

For the sake of this tutorial, display ads will be selected.

There are 3 choices of Display Ads: Sales, Leads, Website Traffic.

Depending on the purpose of your campaign, you may want to choose Sales / Leads and create a goal like “Get Phone Calls.”

After you click CONTINUE, there are 3 steps to complete before your PPC campaign goes live.


Step 1 takes you through the campaign settings such as Campaign Name, Networks, Locations, Languages, Bidding, Budget, Start and End Dates, and Ad Schedule.

Two important sections are the location and bidding.

Setting the location will determine who narrow or wide you want your ads to reach.

As well, bidding determines how much of your budget will be used toward keywords being searched. More information on bidding is provided later in this article.

Bidding for Lawyers

There are different bidding strategies to consider when it comes to targeting prospective clients using Adwords.

Google provides a comprehensive chart detailing all the different bidding strategies here.

If you’re looking to get the most phone calls to your law firm, choose Maximize Conversions (be sure to set the goal on the previous page to “Get Phone Calls”

You should use the Enhanced CPC if you want Google to automatically increase your bidding when it will improve conversions or decrease your bids if it is less likely to convert.

NOTICE: The search terms Lawyer and Attorney are the most expensive search words for Lawyers. Bids can range up to $100 for a single click.

As you gain more experience with Google Adwords, you can experiment with the different options to see which settings give you the best ROI.

When you are finished selecting your campaign, click SAVE AND CONTINUE.


When you are setting up an Ad Group, focus on one purpose. In this example, we choose NYC Lawyer as the Ad Group with a range or related keywords:

If you put keywords without “ ” (i.e. NYC Lawyer) your ads will be displayed to less specific searches (e.g. Is Bernie Sanders a NYC Lawyer?).

If you put “ “ around a keyword (i.e. “NYC Lawyer”) your ads will be featured to those using that keyword in their search (e.g. Most affordable NYC Lawyer).

If you use [ ] around a keyword (i.e. [Affordable NYC Lawyer]) your ads will be displayed only to those who search the exact same keyword, (i.e. Affordable NYC lawyers).


If you’re unsure which keywords to use, try Google’s Keyword Planner.

Once you have chosen all the right keywords related to your law firm or goal, you can start creating ads.

Here you can test a range of different copy. If you clicked the “Enhanced CPC” Google will soon use the ad getting the most clicks and conversions.

When you’re satisfied with your ads, click SAVE & CONTINUE to review everything.

Landing Pages for Your Google Adwords

The “Verification URL” is used to send people who click your ad to a contact page or location on your website with your phone number and any additional contact information.

If you don’t have the ability or budget to change your website to send traffic onto a specific webpage, you don’t have to.

There are landing page softwares provided by companies like LeadsPages and ClickFunnels which allow you to easily design a place for visitors to go after clicking your ads.

Check out the free PDF: Advertising Tips for Lawyers to get some design ideas and easy-to-use tools to a powerful advertising message.

Getting started with Google Adwords can be a little overwhelming. If you keep reading, you can learn about Google Adwords Express which makes the setting up advertisements easy and worry free.

Google Adwords Express

Google Adwords Express (AWE) is a simplified version of Google Adwords that automatically manages your online ads. All you have to is set up a campaign and your ads will be featured for a month.

Before you can use, you must first register your law firm on Google My Business Listing (GMB).

With GMB, you can create a free marketable tool for your law firm. Start by submitting your law firm’s location and other business information. Once your account if verified (you’ll receive a verification code in the mail) you can help potential clients find your business and learn more about your services.

Now that you have a GMB listing, you can create a new AWE campaign.

After selecting your GMB listing, there are 3 easy steps to get your ads up and running:

Start by picking a goal.

  1. Do you want prospective customers to call your law firm?
  2. Visit your law firm?
  3. Take a specific action on your website?

After choosing one, you’ll be requested to “Pick Goal”

The next step allows you to choose your location and the range around it to target your ads. If you’re law firm operates in various locations, you can select “In specific cities, states or countries.”

After you have chosen your location and range, you can define your service using keywords prospective clients may be searching for.

Example. Law firm, Defense lawyer; etc.

The next step requires you to write the ad.

Once you have crafted your ad, you’ll have to confirm your phone number:

The last step requires you to determine your budget. You determine your daily budget which will be calculated into a per month maximum.

You will only pay when your ad has been clicked on and when your budget is spent your ads won’t display until the next day.

You can set up a budget as low as $1.64 USD per day up to $76.32 USD per day.

Clicking next will take you to a review page where you can check the detail of your ad before it goes live.

If you haven’t set up a payment method, you’ll have to submit your credit card information to finalize your ad.


If you’re unsure about the differences between Google Adwords and Google Adwords Express, here’s side-by-side comparison:

Google Adwords Google Adwords Express
BENEFITS Pay only when your ads are clicked Pay only when your ads are clicked
SETUP Advanced features requiring: keyword selection, bid pricing, and account structuring Minimal management: simply setup your ads and let them run
EASE-OF-USE Can be difficult for new users Easy to use
REQUIREMENTS Adwords account + Credit card Adwords express account + Google My Listing + Credit card
KEYWORDS You choose all your keywords + phrases You choose some of your keywords + phrases; Google will come up with more related to your ad
AD FORMATS Search Network, Display Network, Shopping Ads, Video Ads, Universal App Ads Search Network on via Google, Google Maps, & Partner Sites
REACH Reach potential clients in any geographic location Reach potential clients in any geographic location
MIN. BUDGET $0.01 per Day $1.63 USD per Day
MAX BUDGET N/A $76.32 USD per Day


Google Ads has incredible potential to drive prospective clients to your law firm’s website. If you’re looking for something quick and simple to gets ads running online, try Google Ads Express.

Whether your goal is to drive readership to your blog, a following to your social accounts, or phone calls to your office Google Ads is a budget friendly solution for your business.

As an alternative, Facebook Ads allows you to tap into social media to drive more referrals and clients to your law firm. Read Facebook Ads for Lawyers.

Check out the free PDF: Advertising Tips for Lawyers to get some design ideas and easy-to-use tools to a powerful advertising message.

In this eBook is packed you get sample ads, advertising resources, and other marketing strategies you can use to boost your law firm.

The One Thing You Need To Do To Grow Your Email List

You’ve heard of email lists and how you need to build one, right? Or maybe you haven’t.

Not to worry. In today’s post, we’re going to delve right into what an email list is, why you need to build one, and how to get people to subscribe to your list.

What is an email list?

An email list is a catalog of email addresses that you’ve collected. You may collect these email addresses from your website visitors, social media followers, or the prospects who’ve stopped by your law firm to inquire about your services.

An email list should always consist of those who’ve willingly volunteered their email address. It’s never a good idea to purchase or rent email addresses, for more than one reason.


Image Courtesy of HubSpot

Why do I need an email list?

These days, having a website isn’t enough. An estimated 500 websites are created every minute. That means that a site visitor can easily leave your website, never to return again. That’s not because they don’t want to return– maybe they’ve simply forgotten how to find you.

That’s why an email list is crucial. When a visitor loves the information on your site and signs up to receive regular emails from you, you don’t have to worry about them getting lost ever again.

Here are a few other reasons you need an email list:

It helps you stay top of mind. Your email subscribers may not need your services yet, but if you keep in contact with them on a regular basis, they’ll know where to turn when the time arises.

It provides valuable information to your email subscribers. You can educate your email subscribers and keep them in the know about things going on in your practice.

You own your email list. You may have a lot of fans and followers on social media, but at any moment, a social platform could deactivate your account and poof! goes all of your hard work. With an email list, you’ll always have access to your subscribers.

Email is better than social media. A post on a social media timeline or profile only lasts for a few moments before new posts take their place. With email, you have a permanent spot in a subscriber’s inbox until they manually delete you.

Need a step by step checklist for growing your email list? Subscribe to resource our free checklist.

How do I get people to subscribe to my email list?

To get people to subscribe to your email list, you need to present it as an option. People won’t subscribe if they don’t know about your email list. They won’t go searching for it, either.

Here’s how to get people to join your email list:

Ask them. It may seem obvious to you, but it’s not obvious to visitors. They may not notice your email list unless you tell them it’s there. Ask in your blog posts, on your website (have a permanent spot for email signups– we’ll help you with this), and on your social media pages.

Give them a reason. Sometimes, asking isn’t enough. You may also need to encourage them with a lead magnet. This lead magnet will draw subscribers in and give them an instant reward for signing up to your email list.

Wait, what’s a lead magnet?

You’ve seen lead magnets before, but probably didn’t know them by name. A lead magnet is an incentive offered to site visitors in exchange for their email addresses.

A lead magnet should be valuable and relevant for site visitors. It’s not about stroking your ego (i.e. ‘check out why we’re so great’). It should be about helping, informing, or entertaining your audience.

We have our very own lead magnet right here on our site. By entering your first name and email address here, you’ll receive a weekly marketing plan delivered straight to your inbox.


Join our weekly marketing plan here

Here are a few takeaways from our lead magnet:

It’s not smarmy. We’re not trying to trick you into joining our email list with smoke and mirrors. You know that by giving us your email address, we’re going to email you.

It’s valuable. It gives something in exchange for joining. We tell you how you’ll benefit from joining our email list (you’ll receive a free actionable plan every week).

It doesn’t ask for too much. Anytime you’re asking your site visitors for more than a name and email address, you’re scaring them away. Keep a simple form for your email signup.

How to create an amazing lead magnet

Now that we’ve gone over what a lead magnet is, it’s time to figure out how to make one that your site visitors will actually want.

First, settle on an idea for your lead magnet. As you can imagine, your lead magnet will vary depending on your area of practice and the needs of your client.

Here’s a few examples for different practice areas:

Bankruptcy – An ebook, Which Chapter of Bankruptcy is Right for Me?

Business – A guide, LLC, Corporation, Sole Proprietorship, Oh My! Which One Should You Choose?

Criminal – A guide, Is Marijuana Still Illegal? A List of States and Their Laws Concerning Marijuana

Entertainment – A video series, How Do I Know If I Need An Entertainment Lawyer?

Family – A guide, A Guide to Calculating Child Support in Your State

Immigration – An ebook, Understanding the Rules of a K-1 Visa

Intellectual Property – A guide, A Step by Step Guide to Copyrighting and Protecting Your Ideas

Labor – A printable, A Printable List of State Labor Laws

Medical – A guide, Medical Malpractice: Should You Settle or Go to Court?

Personal Injury – A checklist, What Should You Do Immediately After Getting Injured on the Job?

Second, create your lead magnet. Don’t worry– it doesn’t have to be fancy. It can be simply created and formatted with a program like Microsoft Word or Pages for Mac. If you don’t have either of those, you can create a lead magnet with the free web-based option Google Docs.

Start by creating an outline of what you’d like to talk about within your lead magnet. Don’t hold back. The more content you can add, the better. Next, type it all out and don’t edit yourself until you’re done. After you’ve written a rough draft, you can come back and edit for clarity and cohesion. Finally, add graphics to your lead magnet to spice it up and inject visual interest. Here’s a list of free stock libraries that you can check out.

Third and finally, set up an account with MailChimp, if you haven’t already. MailChimp is an email marketing service that allows you to send out your lead magnets to new subscribers automatically. Even better– AmazeLaw seamlessly integrates with MailChimp. Set up is easy, but if you have any questions, let us know.

Final Thoughts

Voilà! You’re done. A lead magnet will draw your clients in and grow your email list. You’ll wonder why you didn’t do this sooner.

Need a step-by-step checklist for growing your email list? Subscribe to resource our free checklist.