Bankruptcy Attorney Marketing Mastery: Boosting High-Value Case Acquisition

Aug 31, 2023

Patrick Carver

Patrick Carver, CEO & Founder, Constellation Marketing

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Are you ready to harness the power of digital marketing to increase your bankruptcy firm’s online visibility and attract more clients? With bankruptcy filings on the rise, 2023 is the perfect year to consider implementing a marketing strategy that nurtures the flow of high-value clients. Come along as we discuss essential marketing tactics that have the power to increase your monthly case count!

Why Should I Invest in Marketing for My Bankruptcy Law Firm?


Referrals alone often fail to scale a practice.

While referrals are fantastic, they can be infrequent and difficult to scale. Bankruptcy lawyers need other ways to gain new clients so they can meet (or exceed) revenue targets.

Investing in digital marketing is a great way to reach new bankruptcy clients. The numbers don’t lie: In 2020, law firms that invested in marketing and technology enjoyed a 17% increase in caseloads and a 14% increase in revenue!

Potential clients use search engines to find bankruptcy attorneys.

While some ask friends and family for bankruptcy lawyer recommendations, most prospects (96%) use a search engine to seek an attorney. With this kind of statistic, crossing your fingers and hoping you appear on Google’s top search results isn’t enough.

To stand out from your competition and ensure your law firm’s name lands in front of future clients, you need the top-tier marketing services of a bankruptcy law firm marketing team.

Professional digital marketing establishes trust and credibility.

If there’s one thing you know, it’s bankruptcy law.

A well-executed marketing campaign utilizes and shares your expertise, reassuring clients during a vulnerable time. Targeted marketing efforts can also be used to educate your audience about the bankruptcy process, which helps create a solid foundation of trust.

Don’t let the best cases go to lesser lawyers who happen to have superior marketing efforts. Instead, unlock your ability to snag those high-end cases by implementing an effective marketing strategy today!

Search Engine Optimization for Bankruptcy Lawyers


According to research published by the National Law Review in 2022, 79% of law firms consider Search Engine Optimization (SEO) the most effective marketing channel.

In two short words: It works!

Thanks to SEO, a Constellation Marketing client in Georgia now averages 193 monthly leads (with over 85% coming from organic search traffic).

SEO is the primary source of new business for our bankruptcy law firm clients AND our top marketing strategy for a few reasons:

  • SEO allows you to reach a broad audience and attract prospective clients at different stages of the bankruptcy process.
  • Your SEO marketing efforts can be scaled almost infinitely by thoroughly covering bankruptcy law topics: Prospective clients crave your knowledge, and blog posts and articles are the perfect routes to reaping all the benefits of SEO’s power.
  • High-quality SEO efforts cost less per lead acquisition than any other form of marketing (outside of referrals).
  • All signs point to the power of SEO persisting far into the future.

Now, let’s dive in and discuss a few crucial elements for a successful SEO marketing campaign for bankruptcy law firms.

1. Websites

A high-performance law firm website is a fundamental part of any SEO strategy. Why? Because Google loves to share websites that have stellar web performance!

A website with excellent web performance has:

  • fast loading times
  • responsive designs
  • modern technology

If you’d like inspiration for your next design, check out our list of top websites for bankruptcy law.

2. Content

Elevate your bankruptcy law practice with potent, insightful content, the lifeblood of your marketing strategy. In the digital arena, content is king, and it’s pivotal to your SEO triumph.

Distributing high-quality content might seem daunting initially, but our best advice is to begin by creating pages for your service areas. Then, start answering the most common questions you encounter as a bankruptcy lawyer.

Expert tip: Check out our top bankruptcy blog topics to help get the ball rolling!

3. Local Search

Did you know Google employs a distinct algorithm for “local” searches? This map-highlighted segment of search results can be a game-changer for bankruptcy attorneys.

When someone searches for bankruptcy law services, making it onto this map boasts enormous advantages.

The local search section is unique because you can significantly influence the results without an intricate SEO strategy. The secret sauce? Regularly snagging reviews! Nail this, and you’re likely to climb the search results ladder.

For more information on SEO campaigns, check out our comprehensive guide, including specialized information for bankruptcy law firm marketing.

Digital Advertising for Bankruptcy Lawyers


With the right team managing your law firm’s advertising campaign, you can enjoy a substantial return on your investment (ROI).

One bankruptcy client in New Jersey shared the following about his experience with Constellation Marketing:

“What counts… is results. I can say that the ROI on their work is excellent. My lead count has jumped tremendously and the quality is great. I am very pleased with their work.”

Now, let’s dig deeper and explore two fundamental digital advertising strategies for bankruptcy lawyers!

1. Google Pay-Per-Click Advertising

Google continues to wear the Pay-Per-Click advertising crown: No other ad platform can match the scalability offered to bankruptcy attorneys by Google PPC.

While costs have been on an upward trajectory over the years, there are considerable benefits for bankruptcy attorneys:

  • Potent ROI potential: A single bankruptcy case can generate a substantial profit (depending on your specialization).
  • Speedy results: You can launch a campaign in just a few days and start onboarding clients within your first month.

2. Google Local Service Advertising

If Pay-Per-Click (PPC) is the undisputed king of online advertising, then Google’s Local Service Ads (LSAs) are undeniably the crown prince. LSAs are a goldmine for fresh clientele, offering a unique twist on the traditional Google PPC model. Instead of paying per click, you’re investing in potential leads. And, as a bonus, you have the power to contest leads that don’t align with your specific market focus.

We’ve witnessed a surge in bankruptcy attorneys leveraging LSAs, resulting in a significant uptick in their client acquisition. If your local market isn’t saturated with LSA competition, it’s an excellent time to seize this opportunity.

“Lifetime Value” Strategies for Bankruptcy Lawyers


Sharpening your strategies for gaining new clients is fundamental to any successful bankruptcy law firm. So, what’s the blueprint for gaining more of your ideal clients and building a solid defense against your competitors for years to come?

Our top five “lifetime value” strategies are mapped out for you below!

1. Gather Feedback

Reviews are your secret weapon to cement your reputation as the top bankruptcy expert in your local area. They’re simple yet incredibly effective at boosting client conversion rates.

When a bankruptcy client has a positive journey with you, don’t let their praise go unnoticed. Encourage them to share their experiences publicly via Google Reviews.

Research shows that 72% of consumers who were asked to write a review went on to do so. Additionally, 79% of consumers trust online reviews as much as personal recommendations, and 87% read online reviews when forming an opinion about local businesses.

The power of positive reviews is undeniable!

Quick note: If your past clients prefer to keep their affairs private, you can still collect and showcase their feedback on your website, ensuring no personal details are disclosed.

2. Email Marketing: A Budget-Friendly Boost

An easy-to-understand financial literacy newsletter can keep you at the forefront of people’s minds, including previous clients, friends, and other contacts. Email marketing can also be used to tackle frequent questions about financial health, credit advice, and other crucial topics.

This savvy approach can yield a substantial return on investment, even if it sparks just one meaningful connection. Plus, it’s affordable to implement!

3. Navigating Social Media Marketing

Social media can be complex terrain for bankruptcy attorneys because some clients are reluctant to broadcast their financial missteps. But we view social media as a golden opportunity for bankruptcy lawyers!


Like email marketing, well-managed social media marketing allows lawyers to remain on the radar of former clients, friends, and their broader network. Various platforms, including Instagram, can be used to amplify your brand visibility and positively impact SEO efforts.

4. The Power of Networking

Though often deemed traditional, networking is a potent tool to help law firms enjoy long-term success. Most bankruptcy lawyers thrive on referrals, so expanding your network and nurturing those connections is essential.

Quick note: There is no need to overcomplicate networking. If you’re engaging and interacting with people, you are networking!

5. Become the Thought Leader in Your Market

Your goals? To be recognized as the go-to bankruptcy attorney in your area, boost your visibility, and open the floodgates for more referral opportunities. Being a thought leader in your category removes friction and risk from the client’s decision process. They’re more likely to choose you over the competition.

How do you become a thought leader?

  • Understand your target audience and their needs.
  • Establish well-defined goals to help monitor your progress.
  • Create engaging content, whether blog posts, articles, or social media posts.
  • Share the content through various distribution channels.
  • Be authentic, which helps create more meaningful relationships.

The bottom line: Being a thought leader grows your influence, visibility, and revenue.

Investment Pitfalls for Bankruptcy Attorneys


There’s no shortage of marketing ideas for law firms, but they are not all created equal. Strategies that work for one practice area don’t always translate into another, and sometimes an idea that works for bankruptcy lawyers in Chicago doesn’t have the same impact in Peoria.

Our approach is to test, get actionable data, and choose the winning marketing strategies, channels, and tactics. Our research has determined that the following media channels and strategies often fail to deliver for bankruptcy law firms:

1. Podcasts

Despite the popularity of podcasts, their effectiveness for attorneys is a mixed bag. While they can boost visibility, enhance personal branding, and solidify your expertise, they typically fall short in generating high-quality client leads. The indirect nature of podcasts and the effort required to produce top-notch content often make them a less-than-ideal choice for most law firms.

However, for those who enjoy this medium, it can be a rewarding personal venture and elevate your overall reputation.

2. Billboards

While billboard advertising might be effective for some law firms, they’re usually expensive. Not to mention, measuring their success can be tricky. In the digital marketing age, this traditional advertising technique often delivers a lower ROI than online strategies. However, billboard advertising might be valuable for firms with a broad, general practice in specific areas.

3. Video Marketing

Video marketing is rising, with platforms like YouTube reaching vast audiences. However, while video can enhance your website and social media presence, it often doesn’t generate a significant number of quality leads when used as a standalone strategy. Producing high-quality video content requires substantial resources and expertise; the ROI doesn’t always justify the investment.

4. TV Advertising

TV advertising has been a historically successful avenue for attorneys to gain visibility. However, its relevance has been dwindling with the rise of digital media. With fewer people tuning into traditional TV channels, the effectiveness of TV advertising has declined.

Moreover, the hefty costs associated with the production and broadcasting of TV commercials can eat into your marketing budget and may not provide a satisfactory ROI.

5. Facebook Advertising

While some bankruptcy practices have succeeded with Facebook, we typically advise against it.

Our extensive experience testing Facebook ads for bankruptcy law firms, among other specialties, has led us to a consistent finding: Facebook excels at producing a high volume of leads but often fails to generate qualified prospects (specifically seeking Chapter 7 bankruptcy assistance).

6. Geo-location Marketing

While seemingly promising on paper, Geo-location marketing often falls short of expectations for law firms.

Targeting bankruptcy clients based on their geographical location sounds appealing, but the reality is more complex. The crux of the issue lies in the difficulty of pinpointing individuals who need bankruptcy assistance through this method.

Unlike retail businesses, where Geo-location can target consumers based on shopping habits or proximity, the need for bankruptcy services is highly specific and personal, so it doesn’t lend itself well to geographical targeting. Consequently, despite its theoretical allure, Geo-location marketing often fails to deliver a robust ROI for law firms.

Top Bankruptcy Marketing Mistakes You Can Avoid


  1.  Neglecting Content Marketing: Providing valuable information to prospective clients about the bankruptcy process can establish your firm as an authority in the field.
  2. Overselling Your Services: Striking the correct balance between explaining your services and showing empathy for your bankruptcy clients is crucial.
  3. Using Excessive Legal Jargon: Adding complex bankruptcy language into your marketing materials can alienate potential clients who may not understand the terminology.
  4. Copying Competitors: Simply copying the marketing strategies of other bankruptcy lawyers (without tailoring them to showcase your firm’s strengths) can backfire and is not recommended.
  5. Failing to Adapt: Not staying up-to-date with current marketing trends and technology can leave your firm struggling to keep up with the competition.
Patrick Carver

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