How do law firms get clients?
Law firms usually get clients through referrals from other lawyers and professionals, past clients, directories, reviews and, for some practice areas, Google Local Services Ads, whose list includes lawyers. The Florida Bar requires many lawyer advertisements to be filed with its Ethics and Advertising Department at least 20 days before use, but lawyer websites are exempt from filing (not from the other advertising rules). This is a plain summary, not legal advice.
Referrals from lawyers and professionals
Legal help is often needed at a stressful moment, so a recommendation from someone the person trusts usually carries weight. Common sources are lawyers in other practice areas, accountants, financial advisors, real estate agents and past clients. Record each new inquiry as referral, with the name of whoever sent it.
One Bar point: its FAQ says the lawyer advertising rules "apply to communications made to referral sources" (Rule 4-7.11(c)), so a message to referral partners is not automatically outside them.
Local Services Ads and directories
Google's page on getting started with Local Services Ads lists "Lawyers" among its United States categories, along with entries for particular kinds of lawyer services such as "Estate lawyer services" and "Family lawyer services". It points to an eligibility check for your area. The related answer on what Google Local Services Ads are covers how the ads work and the per-lead billing.
Directories and matching services are the other paid route. The Bar's FAQ lists qualifying providers, among them lawyer referral services, matching services and "tips or leads generators", and says their advertisements must contain the provider's name (Rule 4-7.12(a)(1)). Before paying one, ask the Bar's Ethics and Advertising Department or ethics counsel how the rules apply. The related answer on buying leads from lead sites says to judge each by what you win from it.
Reviews
The related answer on getting reviews the right way says to ask every client and give nothing in return. For a law firm, check the Bar's advertising rules before replying publicly to a review or posting reviews on your own site, since whether that counts as an advertisement is a question for the Bar or ethics counsel.
The Florida Bar's filing rule
The Florida Bar's page on lawyer advertising filing requirements says Rule 4-7.19(a) requires unsolicited direct mail and direct email advertisements to be filed for review "at least 20 days before their planned use". Television, radio, print and internet advertisements, except lawyer or law firm websites, must also be filed unless their content is limited to the presumptively valid content in Rule 4-7.16. The page says filings are due at least 20 days before first use, which allows a 15-day evaluation period and 5 days for mailing.
Under Rule 4-7.20, lawyer and law firm websites are exempt from the filing requirement (4-7.20(g)); the page adds that exemption from filing does not exempt an advertisement from the other provisions. Mailings sent only to lawyers or to current and former clients (4-7.20(d)) and communications sent at a prospective client's request (4-7.20(e)) are also exempt. The Bar's Ethics and Advertising Department does the review.
This is a plain summary, not legal advice. A lawyer unsure whether an advertisement must be filed can ask the Bar's Ethics and Advertising Department.
Sources
- The Florida Bar, "Lawyer Advertising Filing Requirements"
- The Florida Bar, "Lawyer Advertising Frequently Asked Questions"
- Local Services Help, "Getting started with Local Services Ads" (United States)
Related answers
- What are Google Local Services Ads, and are they worth it?
- Should you buy leads from sites like Angi or Thumbtack?
- How do you get more reviews the right way?
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