Bankruptcy Attorney Marketing Strategies

Jun 15, 2021

Patrick Carver

Hi, I’m Patrick Carver / CEO, Constellation Marketing

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If you are a bankruptcy lawyer, you should know that it takes more than just good qualifications to get clients. In addition, you need to be able to generate leads for your bankruptcy law firm.

This article will discuss the best legal marketing strategies for bankruptcy lawyers and explain how they can use their law firm website or blog as an effective lead generator.


Identifying Your Target Audience

The first step in bankruptcy lawyer marketing is to identify your target audience. Your buyer persona should be based on the following factors: age, location, education level, marital status, and occupation.

Source: Hubspot

The goal of building your buyer persona is to determine your ideal clients whom you will try and reach out to via your legal marketing efforts.

Also, it’s easier for you as a bankruptcy attorney to develop a marketing message that speaks directly to your prospective clients and help improve your online presence.

If you’re not sure where they are located (or what type of bankruptcy might work best with their situation), try using Google Maps or other mapping tools as well as online search queries such as “bankruptcy” coupled with “student loan.”

You can also research by attending local networking events and asking people about their experiences obtaining bankruptcy relief.

The truth is there is a large number of your potential clients are looking for a bankruptcy attorney online, using search engines like Google and Bing. Bankruptcy can be tough for some, and that is why people are often turning to the internet and not looking for other referrals.

As a bankruptcy firm, you can offer them calm in their time of chaos. If your website is solution-oriented and well-organized, you may do just that. Also, they should be able to tell immediately what your firm does, who are you, why should they choose you, and how to contact you. Bear in mind that a comprehensive and well-executed marketing plan will bring in new potential clients constantly.


Rise the Rank on Google Over Other Bankruptcy Lawyers

Search engine optimization or SEO for bankruptcy law firms should be an essential part of your digital marketing strategy.

It’s a method of increasing your organic search rankings to your bankruptcy law firm website using various techniques.

Think about it: the more highly targeted traffic your bankruptcy practice site generates, the more qualified leads you can convert into new clients.

There are two branches you must know about this digital marketing tactic to launch effective SEO campaigns for your bankruptcy law firm:

On-Page SEO

On-page tactics involve the process of researching for the right keywords to optimize and develop your content so more bankruptcy clients can reach out to you via Google.

However, keyword research and content optimization are just parts of what bankruptcy attorneys have to worry about SEO.

Source: Mangools

Some best practices when it comes to on-page optimization include:

Optimizing titles

The title tag is an important aspect of any web page as this is what will be displayed in Google’s search results. It should contain both relevant keywords or phrases along with your company name. You can also include branding information such as contact info, address, and phone number if necessary (consult your legal counsel).

Developing a blogging strategy

Create blog posts that include long-tail keywords relevant to bankruptcy lawyers and publish them across social media platforms such as LinkedIn Pulse, Twitter, Facebook page, etc. Make sure to exclusively cover bankruptcy topics to provide relevant information to your audience promote your lawyer about bankruptcy law.

Use Keywords Appropriately

Be sure that all keywords used on each page on your site contains appropriate keyword density (not more than 5%). Also, make sure that your content matches the intent of your target keyword. For example, if you are optimizing for an informational keyword, you don’t want the purpose of your content to

Making page load faster

Source: ConvertKit

This is an aspect of technical SEO that you must worry about nowadays since the weight of speed as a ranking factor is growing.

For self-hosted sites, use content delivery networks (CDN) to serve your content from a server closer to the visitor’s location. Unfortunately, this can increase page load time by up to 50%.

Otherwise, compress your images to make them load faster without decreasing the image quality.

Also, set up a minimalist website design to reduce the elements to load on your site, thus increasing loading speed. Having this type of web design also makes your bankruptcy law firm website more mobile-friendly, which helps your website generate more leads regardless of your visitors’ device.


Establishing an internal linking strategy

Link to other pages on your bankruptcy attorney or law firm’s site with keywords in the anchor text. This will help search engines crawl all of your blog posts more quickly and index them for higher visibility ranking when a potential customer types bankruptcy attorneys marketing into Google or other search engines.

Once you have these down pat, you have half of the job done about SEO. The next half covers the other part of SEO.


Off-Page Tactics

Off-page SEO refers to all activities that influence the search engine rankings apart from optimizing your website. This term is often used interchangeably with link building, which is about creating backlinks and other strategies to improve your site’s rank in Google and other search engines.

Link building is arguably the most difficult aspect of SEO. Therefore, you need to be persistent and diligent with your off-page strategy. Look for link opportunities you can pursue your bankruptcy firm site as much as possible.

There are many ways to build links for your bankruptcy law firm website. These include:

Distribute newsworthy content via PR

Creating a press release or news article and sending it to related websites for publication.


To be clear, getting your press releases published on different outlets won’t necessarily make your site jump to the first page of Google. However, it’s a great branded SEO tactic for your bankruptcy law practice with the benefit of backlinks to your site.

At best, press releases are complementary pieces to your overarching link-building strategy.

Submit site to online directories

Registering online directories relevant to bankruptcy law is a solid local SEO technique to help give your bankruptcy law firm website a boost from local search. For a multi-location law firm, sign your website up for different locations on the site to increase your coverage.

Guest posting

Writing guest blog posts on other sites that rank well in Google search results for bankruptcy lawyer marketing content and include backlinks from the post pages to your site.

However, the key to landing guest blogging opportunities for authoritative websites is your pitch.

Source: PointVisible

This strategy is effective not only for getting backlinks to your site from your post but also by tapping onto the site’s readership. Thus, you can get quality leads to check your site if they enjoyed your post and close them to clients!


Launch PPC Campaigns for Your Law Firm

Pay-Per-Click (PPC) marketing is a form of digital marketing that charges advertisers only when their ads are clicked. That means you pay for results and can stop or change your campaign at any time, rather than paying every month whether people click on your ad or not.

This aspect of PPC has literally lead to costly mistakes for other attorneys.

However, if a bankruptcy lawyer wants to generate new leads for their bankruptcy law firm, PPC advertising, otherwise known as Google Ads or Bing Ads, is definitely one of the quickest ways to do that. So, when people start searching for a bankruptcy attorney, for insurance, the results at the top of the search results are PPC advertisements.

When hearing about PPC campaigns or PPC marketing, Google Ads are usually the first thing that comes to mind. The financial model is just one of the reasons behind PPC’s popularity. With this type of advertising, clicks are bought and sold through a sort of auction with other advertisers.

The auction occurs with every Google search, so every time an ad is eligible to show for a search, it is determined through the auction whether it will actually show and in which position. Even in case your competitor bids higher than you, there is a chance to win a higher position if you use relevant keywords.

You have the option to pursue search engine ads or social media ads for your PPC campaign. You can go with both if you have the funds. If not, you need to test and see which between the two will yield the best results.

But before you can do that, you need to weigh the pros and cons of both ad campaigns.

Source: Growmap

There are two types of PPC ads for Google:

  • Keyword and ad text campaigns – let you target your ads according to the words they contain or how well they match a specific search query.
  • Display networks – show your ads alongside other content on publishers’ sites across different categories of products or services.

You can use Google AdWords Editor for creating and editing ad copy in bulk with keywords, managing bids, adding negative keywords, etc. For advertisers who manage multiple accounts, this is much easier than using the regular interface, where every account needs its own login information.

Even if you create compelling landing pages with great sales copy (make sure it includes a price) and a contact form, there are no guarantee visitors will convert into leads.

By reviewing the analytics of your landing page builder, make changes to your landing page in the hopes of getting more visitors to sign up and hike up your conversion rates.

Finally, be sure you have a strategy for converting prospects into leads and one in place for turning those leads into customers (or clients).


Leapfrog Over Other Bankruptcy Attorneys Using Social Media

Social media marketing for bankruptcy attorneys has been growing in popularity, but it can be difficult to determine how to use it for your business.

There are many methods you can employ to get the most out of social media, and here are some tips that will help you do just that:

Develop a social media calendar

If you’re still looking to build the social media presence for your bankruptcy services, you need to publish posts on the channels you signed up to.

Besides finding the best and most relevant posts to share about bankruptcy on social media, share testimonials from satisfied customers. This allows you to generate trust between potential clients and the bankruptcy lawyer business. Getting positive reviews from past clients also helps boost your online presence so you can bag new clients.

Once you have the content pieces to share, learn the best times to set them for publishing.

Source: Entrepreneur

Using these times, you can properly schedule the posts using a sharing tool like Buffer. Then monitor the results and tweak the times and days as you see fit.


Use social media as a customer service channel

Showcase customer service by addressing concerns and responding quickly. It will help if you use a social inbox tool to converse with your audience via inboxes from different platforms such as Facebook, Twitter, and Instagram.

It can also help create more of a relationship between client and business by providing regular updates on available promotions or specials which businesses may offer, like discounts based on age group or income levels.


Monitor conversations

Source: Entrepreneur

How people view your law firm could make and break your ability to generate clients. A law practice with a poor public perception would find getting bankruptcy clients much more difficult.

Therefore, you need to get in front of the conversation on social media about posts that spread negativity about your legal expertise. Whether true or not, you need to clear the air and your name so you can continue generating leads for your business.

Using social listening tools like BrandMention is the first step to identifying these posts that could be damaging your online reputation. Once found, reply to them as fast as you can and try to resolve whatever issues caused the post.



As we discussed, executing an effective marketing strategy for bankruptcy lawyers isn’t difficult. It’s just a matter of following the steps mentioned in this article and analyzing the results to scale their efforts until the results get better over time.

You may not be in a tough spot financially, but marketing for bankruptcy law firms present different challenges. One of them is getting all of this done either by yourself or somebody from your practice. If not, you’ll have to get help from experienced legal marketers who will have your best interest in mind, much like you with your clients.

Constellation offers done-for-you legal marketing services by our experienced marketing team so that bankruptcy attorneys don’t need to worry about any aspect of digital advertising on their own – we do it all!

Patrick Carver

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