6 Attorneys Share How They Use Webinars to Get Clients
Hosting webinars is one of the most effective ways to rise above the intensely competitive world of law firm marketing.
But let’s face it: Hopping in front of a camera to face hundreds—if not thousands—of live viewers can be intimidating. This is especially true if you’ve never hosted a webinar before.
To help ease the tension, we asked experienced attorneys who use webinars about their experiences, tactics, and go-to webinar marketing tactics.
1. Directly Address Audience Challenges in Webinars
Perhaps the most important rule for hosting successful webinars is directly addressing your target audience’s pain points.
Make sure you provide relevant insights that your audience can turn into action—be it through clear steps or relatable examples.
Joshua Offenhartz, managing partner at Kahana Feld LLP, ensures their webinars check all these boxes:
I’ve hosted interactive webinars and CLE presentations, both in-person and online, as part of my efforts to build professional relationships and market my expertise. These events are designed to provide actionable insights on niche legal topics, such as business law, insurance disputes, and strategies for litigating complex cases. By focusing on practical advice and relatable examples, I aim to deliver value to attendees while showcasing my knowledge and approachability.
After one session focused on resolving disputes in high-stakes litigation, I received inquiries from several attendees, including a new client seeking assistance with their business operations. On average, each event generates 5-10 solid leads.
Personal injury law firm owner Andrew Pickett also achieved tremendously positive results by hosting webinars that dive into the nitty-gritty of important topics:
One successful webinar focused on “Understanding Your Rights After an Accident.” It offered clear steps to take after an injury, handling insurance companies, and understanding the legal process. I maintained an accessible tone and encouraged live questions, creating an engaging atmosphere.
The results were notable. Attendees felt more informed and empowered, and the webinar generated about 15 new leads for my firm, with many scheduling consultations afterward.
2. Promote Webinars Through Marketing Channels
When it comes to webinars, the effectiveness of your marketing is equally as important as the quality of your webinar content.
The key is to promote your event on platforms that ensure you reach the right audience. In most cases, this requires a multi-channel approach that encompasses both online and traditional marketing.
Gordon Hirsch, founder and managing attorney at Hirsch Law Group, shares his strategy and results below:
We marketed the webinars primarily through social media channels, local partnerships, and email outreach. The result was a strong turnout of potential clients, including individuals dealing with car accidents, slip-and-fall cases, and workers’ compensation issues.
We had over 300 registrants for the first event, and of that, about 20% converted into initial consultations. More impressively, nearly 10% of attendees went on to become long-term clients.
3. Establish Authority & Trust Through Q&A Segments
A recurring theme with law firm webinars is the Q&A session, and for good reason.
Taking questions from your audience instantly shifts the mood from a one-way presentation to a more engaging two-way conversation. Answering these questions effectively will also boost your credibility as an authoritative expert in specific legal issues.
Ed Hones, owner and managing attorney at Hones Law Employment Lawyers PLLC, talks about the impact of Q&A segments in webinars:
These sessions often include live Q&A segments, where attendees can ask specific legal questions. This interactive element has been pivotal in building trust and rapport.
For example, a recent webinar on understanding employee rights under state and federal law attracted over 200 participants, with approximately 15% scheduling consultations afterward. These events allow us to showcase our expertise while addressing common concerns in a way that feels personal and engaging.
Allowing your audience to ask questions is also indicative of confidence, which is important for propping up your legal brand and winning the trust of potential clients.
C.L. Mike Schmidt from Schmidt & Clark LLP explains this well:
One of the most memorable ones we did focused on common personal injury issues and how to navigate the legal process. It wasn’t just a presentation-it was a conversation where attendees could ask questions in real-time.
The results were encouraging. People want to know that they can trust their lawyer, and these events gave them a chance to see us in action, answering questions on the spot and explaining how we handle cases.
4. Incorporate Webinars as a Long-Term Marketing Strategy
Hosting webinars is a cost-effective way to leverage the power of event marketing to supercharge your online reach. As such, it makes perfect sense to incorporate them as a permanent aspect of your law firm marketing plan.
A lot of lawyers also miss out on the opportunity to repurpose webinar recordings, which can maximize their marketing value for your firm.
Here’s how Michael Saile Jr., managing partner at Cordisco & Saile LLC, does this:
I’ve found that interactive webinars have become a powerful tool for client engagement and lead generation. Monthly educational webinars on personal injury topics have consistently generated valuable client connections. One often overlooked aspect is the long-term value of recording these sessions for future use. We’ve seen that making webinar content available on-demand has generated an additional in lead conversions.
Final Thoughts
Ready to roll up your sleeves and work on your first webinar?
One final tip: remember to relax and try not to focus too much on how many people will register.
“I’d say the real success lies in the quality of clients and the long-term trust we built, rather than just immediate sign-ups,” says Gordon Hirsch. “Many found value in the insights shared and passed the information along to others, making our online presence more organic.”
Of course, webinars only represent one aspect of a successful law firm’s entire gamut of marketing tools. For other aspects like PPC, SEO, and video product, you can count on the experts here at On The Map Marketing to fill in for you.
Table of Contents
Related Articles
Dominate Your Market with Digital Marketing Services That Deliver
Talk to a certified professional today, and we will design a strategy specific to your case.
