In this short on Legal Marketing by Spearleaf, Joshua Albanese, founder of Spearleaf, answers a lawyer whose firm has run on referrals for 22 years: five online marketing moves in the order to fund them, from past clients and the Google listing to the website, Avvo and search ads. Narrated with an AI voice clone of Joshua Albanese. Other characters are AI-generated. Every answer is written and checked by the Spearleaf team.
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Video Transcript
Business owner: Hey Joshua, my daughter says I need online marketing for lawyers, starting with TikTok. We've run on referrals for twenty-two years.
Joshua: Here are five ways, in the order I'd put time and money in. One, people who know you. Clio found 59% of solo and small firms say referrals are their top source of new clients. And referred people often look you up before they call, so the next three matter even for a referral firm.
Business owner: I have years of past clients in a spreadsheet. Never sent them a thing.
Joshua: That's your cheapest source. Send a useful note, like what to do after a parent dies, and do the same for lawyers who refer you. Check your state bar's rules on client mail and referral deals. Skip divorce or criminal clients unless they've said it's okay to send things. Someone else may read their mail. Two, your Google listing. It's free to create but costs hours. Each lawyer can have a profile, but not one per practice area. Ask for a review when a matter closes, using the link in your profile. Don't ask only the happy clients, and offer nothing for it.
Business owner: We have a website. My paralegal updates it when she can.
Joshua: That's three, and it needs more than when she can. Put your face, bar number and how hiring works on it. Four, claim your Avvo profile and fix it. BrightLocal found 45% of people used ChatGPT or other AI tools for local business recommendations. Google says its AI answers run on normal SEO, so a clear website helps there too. Five, search ads and Local Services Ads. Search ads can be running in a day or two, and you pay per click. Local Services takes about three to four weeks to verify, then charges per lead.
Business owner: And TikTok? She swears everyone's there now.
Joshua: Social costs hours and pays off slowly. It fits planned matters like a will or a green card more than the call from jail. Start it once the first four work, and treat every post like an ad. The test for all five: ask every caller how they heard about you, and mark who signed. And none of the five works if the call goes to voicemail. Someone has to answer, nights too, or callers often try the next firm. Which one are you starting with? Want the Position Zero Guide to Getting More Customers on ChatGPT, Google and Google Maps? Comment "DRIVE" and I'll send it. And follow for more straight answers like this.