How the 6 Stages of a Marketing Funnel Apply to Law Firms

How the 6 Stages of a Marketing Funnel Apply to Law Firms

What are the essential stages of a law firm marketing funnel and why is it an important tool for legal services?

Imagine a steady stream of potential clients walking through the doors of your law firm, ready to discuss their cases. That is the power of a well-defined marketing funnel!

A marketing funnel visualizes the journey a potential client takes, from being completely unaware of their legal needs to becoming loyal advocates for your firm. It is not a one-size-fits-all approach; instead, it is a strategic process that caters to prospects at different stages of their legal journey.

Understanding the concept of a marketing funnel is indispensable in the legal industry to cultivate a robust client base and foster lasting relationships. It provides a structured framework for law firms and legal professionals to tailor their marketing strategies, ensuring that they address the specific needs and concerns of prospective clients at each stage of their journey.

In this blog, we explore the key stages of a law firm marketing funnel: Awareness, Interest, Consideration, Purchase, Post Purchase and Re-Purchace. By understanding these 6 stages of a marketing sales funnel and implementing a targeted marketing strategy at each one, you can attract potential clients, nurture high-quality leads, convert them into paying customers and ultimately build a thriving practice built on trust and advocacy.

We will cover the following:

  1. Top of the Funnel (TOFU): Building Awareness
  2. Top of the Funnel (TOFU): Sparking Interest
  3. Middle of the Funnel (MOFU): Nurturing Consideration
  4. Middle of the Funnel (MOFU): Purchase Stage
  5. Bottom of the Funnel (BOFU): Post-Purchase Stage
  6. Bottom of the Funnel (BOFU): Re-Purchase Stage
  7. How Conroy Creative Counsel Can Help Your Law Firm

1. Top of the Funnel (TOFU): Building Awareness

Building Visibility and Trust

The first stage of the marketing funnel (TOFU) is all about casting a wide net and attracting potential clients who may not even be aware they need legal help. Here, your focus is on building brand awareness, establishing your firm’s expertise, whether you are a personal injury lawyer, family lawyer, employment lawyer, corporate lawyer or other, and fostering trust with a broader audience.

2. Top of the Funnel (TOFU): Sparking Interest

Turning Website Visitors into Engaged Audiences

The top of the funnel (TOFU) represents the initial stage of your client acquisition journey. Here, potential clients are just beginning to realize they have a legal need and are exploring their options. They may not be ready to commit to a specific lawyer yet, but they are actively seeking information and building awareness.

How Law Firms Can Capture Interest at the TOFU Stage:

  • High-Quality Content Marketing: Develop and share informative content that addresses common legal questions or concerns. This could include blog posts, articles, white papers or infographics. By providing valuable information, your firm establishes itself as a knowledgeable and trustworthy source in the legal field.
  • Search Engine Optimization (SEO): Increase your online visibility in search engines and attract potential clients with strategic SEO. This involves using relevant keywords, optimizing meta tags and ensuring your website is mobile-friendly. This ensures that potential clients who are searching for legal information online can easily discover your firm.
  • Social Media Engagement: Build a presence on relevant social media platforms to connect with a wider audience. Share informative content, engage in discussions and showcase your firm’s culture, personality and values to build brand awareness and establish connections. Our Counsel Cast podcast on ‘LinkedIn or Out? Is the Platform Overrated for Legal Marketing?’ sheds light on some very interesting social media insights.
  • Networking and Community Involvement: Actively participate in community events, legal associations and networking opportunities. This will raise awareness of your firm locally and also help build relationships that can potentially lead to referrals.
  • Online Advertising: Invest in online advertising campaigns, such as pay-per-click (PPC) ads, to target potential clients actively searching for legal services. These ads can be tailored to appear when specific legal-related terms are searched, directly reaching those in need of your legal assistance.
  • Public Relations (PR): Proactively seek media opportunities to secure mentions in local news outlets or industry publications. Participating in interviews, appearing in Podcasts or writing guest articles allows you to establish yourself as a thought leader and build trust with potential clients. Our podcast ‘How to Boost Your Marketing and Money Through Podcasting’, offers some valuable insights on this topic.

From social media posts to high quality content, PR opportunities and online advertising, an effective marketing funnel taps into various avenues to attract a prospective client.

By focusing on these strategies, law firms can effectively increase their visibility and ensure that when potential clients require legal services, their firm is at the forefront of consideration. This TOFU stage is all about laying a solid foundation, on which the subsequent stages of the marketing funnel will build, guiding potential clients closer to choosing your firm for their legal needs.

To gain a bit more insight about lead generation, listen to our Counsel Cast podcast on ‘How Can Lawyers Turbocharge Their Lead Generation’.

3. Middle of the Funnel (MOFU): Nurturing Consideration

Nurturing Leads and Establishing Expertise

The middle of the funnel is where the magic happens. The MOFU stage is where potential clients transition from simply being aware of your firm to actively considering your services. They have likely identified a shortlist of law firms that could potentially address their legal needs. Here, your focus should be on standing out from the competition and solidifying your position as the best choice.

Key Strategies for Law Firms During the MOFU Consideration Stage:

  • Demonstrate Expertise: Showcase your legal team’s experience and qualifications through attorney profiles, client testimonials and case studies highlighting successful outcomes in similar legal matters.
  • Differentiate Your Value Proposition: Clearly articulate what sets your firm apart from competitors. Do you offer specialized knowledge, a unique approach, or exceptional client service?
  • Address Client Concerns: Anticipate potential questions and concerns potential clients might have during the consideration stage. Address these concerns proactively through informative blog posts, FAQs, or downloadable resources.
  • Email Marketing: Segment your leads based on their needs and interests. Utilize CRM (Customer Relationship Management) tools to develop targeted email campaigns to nurture leads with valuable content, address their pain points, and showcase the benefits of working with your firm.
  • Lead Capture Forms: Utilize strategic placement of lead capture forms on your website to collect contact information from interested visitors. In exchange for their contact information, you can provide in-depth content that showcases your expertise and establishes trust.
  • Client Education Events: Organize seminars, and host workshops, or webinars and podcasts on topics relevant to your target audience. These interactive sessions allow you to showcase your expertise, answer common questions, and build trust with potential clients in a real-time setting.
  • Interactive Tools: Offer interactive tools on your website, like cost calculators, legal issue assessments or chatbots. These tools can provide immediate value to potential clients, helping them to engage more deeply with your firm and its services.
  • Leveraging Client Testimonials: Showcase positive reviews, testimonials and case outcomes prominently on your website and marketing materials. Trust signals like awards, accreditations, and memberships in reputable legal associations can also enhance credibility and help you stand out.

4. Middle of the Funnel (MOFU): Purchase Stage

Turning Leads into Clients

The middle of the funnel (MOFU) is where potential clients who have shown initial interest move closer to making a purchase – in this case, hiring your legal services. This is your chance to shine, nurture those leads and convert them into paying clients.

Strategies to Secure New Clients During the MOFU Purchase Stage :

  • Compelling Landing Pages: Develop targeted landing pages that capture leads interested in specific services. Craft compelling headlines, highlight the benefits of your services and include strong calls to action to convert visitors into qualified leads.
  • Website Optimization for Lead Generation: Ensure your website is optimized for lead generation and the process for a potential client to become an actual client is as seamless and straightforward as possible. Include simple pathways directing visitors to contact forms or consultation scheduling options. User-friendly forms with minimal information requests will encourage visitors to convert into leads.
  • Clear Call-to-Action (CTA): Your marketing materials and website should have clear, compelling calls-to-action that guide potential clients on what to do next, whether it is scheduling a consultation, calling your firm or downloading a valuable resource.
  • Free Consultations and Case Evaluations: Offer free consultations or case evaluations to address potential clients’ specific legal concerns. This initial meeting allows you to assess their needs, showcase your expertise and demonstrate your value proposition.
  • Follow-Up Strategies: Implement a system for following up with leads who have shown interest but have not yet converted. This could include personalized emails, reminder calls or offering additional information that may assist in their decision-making process. Check out our podcast on ‘The Follow-Up Formula: Turning Leads into Cases’ for a deeper insight into the subject.
  • Availability of Live Chat or Consultation: Offering real-time assistance through live chat or an easy way to schedule consultations can address immediate questions or concerns, pushing potential clients closer to conversion.
  • Staff Training: Train your staff on effective conversion techniques for phone calls and in-person consultations. Empower them to actively listen to client concerns, address their questions clearly and confidently present the value your firm can deliver.
  • Transparency: Be clear about your services, processes and pricing. Transparency builds trust and helps potential clients feel more comfortable hiring your firm.

Our funnels are custom-built for your area of law, like personal injury, employment, copyright, car accident lawyer or corporate law. This targeted approach generates high-quality leads most likely to convert into clients.

By effectively employing these tactics in the MOFU stage, law firms can build stronger relationships with potential clients, directly addressing their questions and concerns while guiding them closer to choosing your firm for their legal representation.

Our Counsel Cast podcast on ‘Is Your Marketing Funnel Leaking Clients? Improving Relationships and Conversions’, offers some great advice on pitfalls and best practices to get the most out of your marketing funnel.

5. Bottom of the Funnel (BOFU): Post-Purchase Stage

Cultivating Loyalty and Building Long-Term Relationships

The bottom of the funnel (BOFU) extends beyond the initial conversion – hiring your firm. It focuses on fostering client satisfaction, building strong relationships, and encouraging repeat business and referrals. Delighted clients become your biggest advocates, promoting your services and helping you acquire new clients organically.

Strategies for Law Firms to Cultivate Client Loyalty at the BOFU Stage:

  • Exceptional Client Service: Prioritize excellent communication, responsiveness and attention to detail throughout the entire client engagement process.
  • Exceed Expectations: Go the extra mile to exceed client expectations and deliver outstanding results.
  • Client Satisfaction Surveys: Seek client feedback through surveys to identify areas for improvement and demonstrate your commitment to client satisfaction.
  • Valuable Post-Engagement Content: Offer ongoing resources and support to your clients, such as informative guides, webinars, or updates on relevant legal developments.
  • Referral Programs: Incentivize existing clients to refer new business by implementing a referral program with rewards or benefits.

6. Bottom of the Funnel (BOFU): Re-Purchase Stage

Re-engagement and Building Client Advocates

The bottom-of-the-funnel (BOFU) isn’t just about securing a single client engagement. It is about cultivating long-term relationships and transforming satisfied clients into loyal advocates. These advocates are your biggest asset, promoting your firm through positive word-of-mouth and referrals, and driving future business growth.

Strategies for Building Client Loyalty and Repeat Business at the BOFU Stage:

  • Proactive Communication: Stay connected with your clients after their initial case concludes. Send periodic updates on relevant legal developments or industry news that might be of interest.
  • Anticipate Future Needs: Develop a deeper understanding of your clients’ ongoing legal needs. Reach out proactively with relevant service offerings or advice when appropriate.
  • Exclusive Benefits: Reward loyal clients with exclusive benefits, such as priority scheduling, discounts on future services, or invitations to special events.
  • Client Appreciation Initiatives: Express your gratitude for their business through personalized messages, client appreciation events, or small tokens of appreciation.
  • Testimonials and Referrals: Encourage satisfied clients to leave positive online reviews and testimonials. Implement a referral program that incentivizes them to recommend your services to their network.

Leverage the marketing power of your existing clients in your sales funnels and turn loyalty into new business.

7. How Conroy Creative Counsel Can Help Your Law Firm

In today’s competitive legal landscape, attracting and retaining clients requires a strategic marketing approach.

At Conroy Creative Counsel, we understand the unique challenges faced by law firms. We specialize in helping firms maximize their marketing efforts by crafting comprehensive and effective marketing strategies including custom-built marketing funnels. Our team of legal marketing experts will guide you through each stage, from building brand awareness and establishing expertise to nurturing leads and converting them into loyal clients.

What We Offer

By collaborating with our creative legal marketing agency, your law firm can benefit from a comprehensive suite of services, including brand development, digital marketing, SEO and content creation, all designed to maximize marketing efforts and enhance visibility for large and small law firms.

For law firms looking to refine their marketing approach and achieve better results, partnering with us offers a pathway to leverage professional marketing expertise specifically tailored to the legal sector.

Contact us today and let us help your law firm stand out from the crowd to achieve long-term success and turn client loyalty into new business.


I'm Karin Conroy

Founder of Conroy Creative Counsel, an award-winning recognized leader that has cracked the code of smart, sophisticated, and strategic marketing for law firms.

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