Bankruptcy Leads for Attorneys: 10 Strategies for Lead Generation

Attract more bankruptcy leads with our 10 strategic marketing strategies!

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By Ivan Vislavskiy

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
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Thousands of Americans file for bankruptcy yearly, and the potential for new clients is vast. As statistics show, annual bankruptcy filings total over 450,000 in 2023 alone (according to U.S. court data). Therefore, the market remains sizable. 

The challenge, however, lies in finding these individuals and making sure your firm is the one they choose to generate leads for attorneys. With people often reluctant to seek legal help until their financial situation is desperate, a strategic and innovative approach to marketing is key. 

In the article, we will explore various marketing strategies that can bring organic bankruptcy leads for attorneys. We will also discuss the average cost per bankruptcy lead and the factors that affect them.

10 Ways to Get Bankruptcy Leads for Attorneys

The recent economic downturn has meant more people than ever are seeking debt relief, but attorneys need leads to find these clients. This section of the article aims to help bankruptcy attorneys learn about these strategies and find out which ones suit them.

1. Rank Locally for Bankruptcy Attorney Leads

Most potential bankruptcy clients tend to come from the immediate vicinity of the law firm. After all, individuals facing financial difficulties often want to work with a local attorney who understands the nuances of the area’s legal landscape. As such, ranking locally for bankruptcy-related search queries is a crucial strategy for attorneys looking to attract steady leads.

Here are some effective strategies to help you rank locally for bankruptcy attorney leads:

  • Create a Google My Business (GMB) listing: Claim and verify your law firm’s GMB listing to ensure your business information is accurate and up-to-date. Optimize your listing with relevant keywords, detailed descriptions, photos, and positive client reviews to improve your visibility in local search results.

  • List on local directories: Enhance your online presence by listing your bankruptcy practice on reputable local directories, both legal-specific and niche directories relevant to your community. This can include directories like Avvo and, as well as local business listings like the Chamber of Commerce or industry-specific websites.

  • Target local keywords: Research and identify the most relevant bankruptcy-related keywords that potential clients in your local area are searching for. This may include terms like “bankruptcy attorney [city],” “[city] bankruptcy lawyer,” or “[county] bankruptcy filing.” Use keyword research tools like SemRush to analyze competition, search volume, and intent to develop a targeted local SEO strategy.

Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.

2. SEO for Bankruptcy Lead Generation

SEO can help your bankruptcy law firm rank higher in search engine results, ensuring that you are among the first options presented to individuals in need of bankruptcy assistance. This increased visibility can translate into a steady stream of high-quality leads, as prospective clients are more likely to choose a law firm that appears prominently in their search results. 

To optimize your website for bankruptcy lead generation, you should conduct thorough keyword research to identify the most relevant and high-traffic keywords related to bankruptcy services.

You also have to ensure that your website’s on-page elements are optimized for both search engines and users. This includes optimizing title tags, meta descriptions, header tags, and internal linking. Aside from these, implement the practices in the section below.

Converting Landing Pages

Develop dedicated landing pages that are specifically tailored to bankruptcy-related search queries. These pages should provide comprehensive information about your bankruptcy law services and emphasize your expertise.

Clear CTA

Ensure that your website and landing pages feature prominent and compelling CTAs that guide your visitors through the conversion process. Your CTAs should be strategically placed and persuasive language should be used to encourage immediate action, such as “Schedule a Free Consultation” or “Get Started with Your Bankruptcy Filing.”

Mobile-First Design

Users use various devices to access sites. Therefore, you need to make sure they can access them on different screens, smartphones, tablets, and even computers, ensuring that your bankruptcy law firm’s online presence is accessible and user-friendly, regardless of the device used by your potential clients.

3. Attract Bankruptcy Leads with Content

Creating insightful content allows you to answer your clients’ questions and establish yourself as an authority in bankruptcy law. The focus should be on creating valuable, informative, and engaging content directed at your audience.

Bankruptcy lawyers can leverage various content formats to connect with their audience. The most common is the blog post, which allows you to provide detailed information and explanations on topics relevant to your practice.

In addition to blog articles, consider diversifying your content strategy with the following formats:

  • Infographics: Visual representations of complex bankruptcy information can be more engaging and easier to understand.

  • E-books and guides: Offer in-depth resources on bankruptcy, covering everything from the decision-making process to post-bankruptcy life.

  • Video content: Create explainer videos, client testimonials, or Q&A sessions to connect with viewers on a more personal level.

  • Webinars and podcasts: Host live or recorded sessions discussing bankruptcy topics, allowing for audience interaction and expert insights.

4. Generate Bankruptcy Leads with PPC

PPC allows you to create targeted campaigns that appear at the top of search engine results. You only pay when a user clicks on your ad, making it a cost-effective strategy. The cost per click (CPC) can vary depending on the keyword and its competition.

Research keywords with high relevance and low competition to create successful campaigns. Bid strategically for these keywords, focusing on location-specific terms to attract leads in your area. Tools like Google Ads and Bing Ads can help you manage and track your PPC campaigns.

You should implement: 

  • Targeted ad campaigns: Target your ads to specific demographics and interest groups. Use location-based targeting to reach individuals in your service area. Create different ad groups for each bankruptcy chapter you practice to ensure your ads are relevant.

  • Ad extensions: Ad extensions provide additional information about your services and increase the visibility of your ads. Use call extensions to display your phone number and location extensions to show your office address. Site link extensions can direct users to specific pages on your website.

  • Conversion tracking and optimization: Track your ad conversions using analytics tools to understand your PPC performance. Optimize your ads and keywords based on conversion rates to improve your campaigns. Split-test your ads to determine the most effective messaging.

5. Get Listed on Bankruptcy Directories

Many online directories allow bankruptcy attorneys to list their services for free. These directories expose your firm to potential leads in the area and across the web.

Claim your listing and ensure it contains accurate and detailed information about your firm.

Some directories require payment for premium features and higher visibility. Some offer packages that allow you to enhance your listing and appear above other attorneys in the directory. Exercise discretion when considering paid directory listings and prioritize those with a good reputation and traffic.

Popular bankruptcy attorney directories include:

  • The American Bar Association (ABA) – Lists lawyers and firms that meet their standards for lawyer referral.

  • National Association of Consumer Bankruptcy Attorneys (NACBA) – A directory dedicated to bankruptcy attorneys.

  • eLocal – Connects attorneys with clients in need, with reviews and ratings.

  • – A search engine for bankruptcy attorneys.

  • Halt Law Directory – Another great resource for connecting attorneys and clients.

  • Justia legal services directory – Includes profiles of over one million lawyers across the United States.

6. Boost Credibility with Testimonials

Client testimonials can be a powerful tool to win over prospective leads who are uncertain about which bankruptcy attorney to choose. Feature success stories and client feedback prominently on your website and in your marketing materials.

When asking for testimonials, approach satisfied clients and ask specific questions to guide their responses. Frame your questions to prompt clients to share specific details about their experience and the results you achieved. Ensure you maintain ethical considerations and check with your state’s bar association for any rules regarding testimonials.

Once you have your client testimonials, feature them on your website and repurpose them for multiple marketing activities. Edit them lightly for clarity and ensure they align with your marketing goals. Before publishing, give your clients a chance to review the testimonials to ensure their satisfaction.

7. Social Media Marketing for Client Engagement

With over 3 billion active users on Facebook alone, social media platforms present an enormous opportunity to connect with potential clients. It allows you to expand your reach, increase brand visibility, and create a loyal customer base.

To make the most of your social media presence, aim to attract quality followers who are genuinely interested in your brand and engage with your content.

Remember that social media is a two-way communication channel, so ensure you respond to your followers’ interactions to build rapport and encourage more conversations.

Here are some strategies to boost your social media engagement, leading to increased lead generation:

  • Create engaging content: Share unique and relevant content that resonates with your audience. Follow the 80/20 rule, where 80% of your content informs, entertains, or solves your followers’ problems, while the remaining 20% directly promotes your business. 

  • Use hashtags: Hashtags help users find your content. Research and use a mix of popular and branded hashtags to extend your reach and help users discover your content.

  • Respond to your audience: Consistently reply to comments, messages, and mentions to show that your brand cares. Address both positive and negative feedback, preferably within 24 hours. Using social media management tools can make this task easier.

  • Cross-promote and collaborate: Collaborate with local businesses, other brands in your niche, or influencers to expand your reach. Cross-promoting content helps you tap into new audiences and increase your followers.

  • Run social media contests: Host contests and giveaways to encourage user interaction. Design contests that require users to engage with your content by liking, sharing, commenting, or tagging others to boost participation.

  • Analyze and track your performance: Use analytics tools to monitor your social media engagement and adjust your strategy accordingly. Identify what content works best and measure the impact of your efforts.


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8. Build Referral Networks for Bankruptcy Leads

Referrals go a long way in bringing in clients who sort out your services based on the recommendations of those they trust. Past clients who have experienced your expertise and reliability can be a great source of referrals. Word-of-mouth recommendations from satisfied customers can significantly impact your lead generation.

Referrals from legal professionals, including lawyers in different practice areas or support staff like paralegals and legal secretaries, can also provide a valuable stream of leads. 

To build a robust referral network:

  • Network with professionals who interact with financially distressed individuals. This could include accountants, financial advisors, or even real estate agents.

  • Engage with your local community by sponsoring events or offering educational seminars on bankruptcy topics. This establishes your firm as an active participant in the community and a trusted source of legal information.

  • Offer free consultations or webinars to attract more clients who are researching their legal options. Ensure your staff are available and well-equipped to handle these inquiries.

9. Convert Bankruptcy Leads with Email

You never know what comes in the box, which is why many individuals open their emails every day. This makes email suitable for converting leads and reaching potential clients with different messages — newsletters, reminders, welcome texts, updates, and even case information.

You need to build a solid email list to help you reach the right people and nurture relationships that can develop into successful cases. 

Create a targeted list of interested individuals using mailing lists targeting responsive candidates experiencing financial challenges. Direct legal mail is another effective method to reach these individuals. Ensure you capture your audience’s attention with compelling subject lines and content, which can help educate potential clients about bankruptcy and your specific services. Offer valuable resources, such as a comprehensive guide to the bankruptcy process, to establish your expertise. 

10. Track Bankruptcy Lead Performance

Data from tracking can help you make informed decisions about allocating your resources. For instance, if a particular marketing strategy consistently delivers high-quality leads, you can allocate more budget to that strategy.

Set key performance indicators (KPIs) relevant to your bankruptcy law firm to measure the success of your campaigns. These could include the number of leads, client conversions, website traffic, or engagement rates.

Furthermore, these metrics should be monitored regularly using analytics tools such as Google Analytics and social media insights. Track the sources of your leads to understand which methods are most effective. Use CRM software to manage and analyze your leads.

Pay attention to the quality of your leads alongside the quantity. A high volume of poor-quality leads can waste your resources. Focus on leads that demonstrate a clear need for bankruptcy assistance and have the potential for long-term client relationships.

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Bankruptcy Lead Costs: What to Expect

The cost of bankruptcy attorney leads can vary depending on several factors and may not be the same for all bankruptcy law firms. We will discuss this in more detail below. 

Cost Range Factors

The cost per lead (CPL) can be influenced by the specific marketing strategy employed. The first step is to calculate the cost per case (CPC), which helps you understand how much you spend to acquire a client. This is done by dividing your marketing budget by the number of new clients acquired.

The CPC should be around 15% of the expected debt settlement, which can vary significantly depending on the case.

For instance, if a bankruptcy attorney’s average legal fees for a Chapter 7 case are $30,000, then good bankruptcy leads cost would be approximately $1000 to $2000. A reasonable CPL helps you break even and can be the difference between a successful and unprofitable marketing strategy.

Several factors impact the CPL a bankruptcy law firm might expect to pay:

  • Location: Cost per lead tends to be higher in competitive legal markets, such as major cities. For example, a bankruptcy attorney in NYC might expect to pay more than one based in a small town.

  • Lead source: The source of leads can significantly affect their price. Leads from targeted online advertising, such as pay-per-click campaigns, might cost more than leads generated from general directory listings.

  • Practice area: Some bankruptcy niches, such as complex business bankruptcies, may have higher CPLs due to a smaller pool of potential clients.

Focus on ROI

Instead of solely focusing on CPL, you need to consider the return on investment (ROI) when evaluating the effectiveness of your lead generation efforts. A higher CPL might be justifiable if it results in a higher conversion rate, leading to increased profitability for your firm.

Determine the average value of a bankruptcy case for your firm. This will help you understand how much revenue a single client can bring in and whether the CPL is worth the investment. Consider the potential for repeat business or referrals from satisfied clients. A client’s lifetime value can significantly impact your ROI and justify a higher upfront CPL.


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Grow Together: Let Comrade Power Your Bankruptcy Lead Generation

Partnering with legal lead generation businesses like Comrade Digital Marketing Agency can significantly increase your online visibility. Our team customizes digital marketing strategies for bankruptcy law firms to help you reach and engage your target audience. We offer a full suite of bankruptcy lead-generation services, including SEO, PPC, and web design, to support your lead-generation efforts. 

Allow us to help you grow your practice while you focus on delivering exceptional legal services. Book a consultation to learn more about how we can help you in generating leads for your law firm.

About the Author

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
More Ivan's articles

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