18 min read
Updated: December 27, 2022

Internet Marketing for Bankruptcy Attorneys: Everything You Need to Know to Get More Clients

Do Bankruptcy Law Firms Really Need Digital Marketing?

If your bakruptcy law firm isn’t currently taking advantage of website marketing for attorneys, you’re leaving an opportunity on the table. The right digital marketing strategy can greatly assist in building an online presence for your practice.

The need for bankruptcy attorneys is evident. Begin typing “bankruptcy attorney” into Google, and you’ll see a host of keyword suggestions auto-populate into the search bar.

Regardless of your law firm’s size, you can benefit from an intelligent bankruptcy attorney marketing solution to help bring qualified leads to your business. Two of the main methods used to gain traction include paid ads and search engine optimization (SEO).

bankruptcy attorney google search bar suggestions

Paid ads (also referred to as pay-per-click advertising or PPC) and search engine optimization are two of the most effective strategies in increasing your law firm’s online visibility. Each uses a unique approach to attract more prospective clients to your site and turn them into new customers.

Comparing SEO versus PPC for bankruptcy attorneys is equivalent to comparing apples and oranges. PPC ads appear above organic search term listings on the search engine’s results page, and your business only pays when someone clicks on your ad. PPC requires a set budget to see results. At the same time, SEO strategies can be implemented without any costs.

PPC operates on precision and real-time results, while SEO is more of a long-term strategy to keep your business relevant on search engine giants such as Google or Bing. We’ll delve into the differences between PPC and SEO below.

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PPC for Bankruptcy Attorneys to Get Fast Results

One of the fastest and most effective ways to attract more attention to your site is through PPC campaigns. These ads may also be referred to as Bing or Google Ads, depending on the platform you choose.

Using relevant keywords in your paid advertising campaigns, you can improve your chances of your ads showing up in relevant searches. When someone searches “bankruptcy attorney Chicago,” your targeted ad campaigns can help lead them to your bankruptcy firm.

Pay-per-click advertising for bankruptcy law firms is a compelling tactic because you can connect with quality leads looking for information in real-time. This means the lead quality is extremely high, and it’s likely that the searcher will take direct action if they see a relevant ad.

The first step in developing a sound PPC campaign is to conduct keyword research. This helps better understand how your target audience is searching for your services online. Once you have a sound list of the right keywords, you can begin implementing them into your ads.

It’s important to create ads for bankruptcy topics and services that resonate with your target audience as effectively as possible. Ideally, your paid Google ads will lead directly to a landing page that is strategically designed to help convert visitors through clear call-to-action buttons. While you can still link back to your website, linking to a landing page is more effective.

bankruptcy attorney pay per clicks ads

SEO as a Part of Bankruptcy Attorney Marketing

On-page SEO for bankruptcy attorneys is an organic, or free, way to generate new business. To see success, your law firm will have to lean into a long-term strategy. Successful SEO campaigns don’t happen overnight.

There are many effective marketing strategies that your bankruptcy firm can implement to improve your SEO rankings. The first simple step you can take is to claim your local listing on Google My Business and Bing platforms. Search engines use this information to help show your firm in local search results.

Seeking reviews from real clients that you’ve helped is another beneficial SEO marketing strategy. Google looks at your reviews to help determine how reputable and trustworthy your business is. Encourage your clients to leave you a review once their case is over. It can go a long way!

You can tweak your website to be SEO-friendly as well. Use your researched keywords throughout your website copy to attract your consumers. These can be sprinkled throughout different areas of your site, so they aren’t obvious. Consider placing them in your headers, metadata, photos, or infographics.

There are many bankruptcy lawyers who don’t have bankruptcy attorneys as their SEO “Title Tag” but their law firm’s name instead! Optimize your web copy and metadata so that Google can learn more about your bankruptcy practice and the bankruptcy services you provide.

Another simple SEO strategy for bankruptcy lawyers is using outbound links. Outbound links refer to any links from your website that go to a different website. To put it simply, any outbound links from your site mean they’re an inbound link to another site.

Outbound links are an easy way for both consumers and search engines to find useful content. They also build trust with your consumers and can improve the organic traffic to your site, as well as search engine rankings.

Remember, your firm won’t see SEO results overnight. It takes consistency and patience to see your website rank higher and higher on the search engine’s results page.

Who Is Your Ideal Client?

You must identify your target audience before you begin bankruptcy lawyer marketing.  Among the factors you should consider when creating a buyer persona are age, location, education level, marital status, and occupation. If you do not target your marketing to the right customers, you will pay money for no results.

A legal marketer’s buyer persona is meant to help those who wish to contact them through online legal marketing determine who their ideal clients are. Also, since bankruptcy attorney marketing messages speak directly to potential clients, they can be more effective and help you improve your online presence in search results. You can highly target your marketing campaign very easily with all the tools available to you and some time spent upfront.

When you don’t know where someone is (or what type of bankruptcy will work best for them), use the mapping tools on Google or other navigational tools, as well as online searches such as “bankruptcy” along with “student loan.”

If you attend local networking events, you can also ask people what their experience with bankruptcy and debt management has been. During this time of chaos and uncertainty, you can provide your bankruptcy clients with a feeling of stability and assuredness as a bankruptcy firm.

Fundamental Requirements for a Bankruptcy Lawyer Website

Your website will make or break how many leads your law firm receives. You can improve the user experience on your site in a multitude of ways. The right website design for bankruptcy lawyers should be simple and easy to navigate.

Page load speed is another important part of your website. If it loads too slowly, you’ll likely lose potential clients to your other attorneys with faster sites. Although a few-second difference may not seem drastic, it can make all the difference in whether your leads turn into conversions.

bankruptcy law firm page speed insights

To avoid the costly mistakes associated with slow loading times, you can optimize the content and videos on their page to ensure clunky files aren’t bogging down your site.

Mobile capabilities are also significant. As of 2016,

more consumers browse the internet on their phones than they do on a computer. If your site isn’t mobile-friendly, you’re missing out on a huge client segment. Potential new clients want information as quickly as possible, and many times this means pulling up a quick Google search on their cell phone.

Simple tips for building an effective bankruptcy law firm mobile website include:

  • Include strong calls-to-action with visible buttons to help increase conversions.
  • Make sure all pages load correctly on your mobile site.
  • Ensure all forms are working and easy to fill out.

Make Your Audience Trust You

Perhaps one of the most important aspects of building an effective bankruptcy attorney website is building trust. After all, your clients are coming to you to help with bankruptcy relief. They want to know they’re signing up with a law firm that will go the distance to help them win their case.

Provide Expert Content

Your site’s content should be a beneficial resource for potential clients to understand the process and what they can expect throughout. It may be tempting to show off your expertise and use vernacular specific to your business, but doing so may result in important information going over the heads of your clients.

Clear, concise, and solution-orientated content is one of the easiest and most straightforward ways to build trust through your website.

bankruptcy attorney website expert content

Show Your Cases

Displaying some of your previous cases as examples of what you can do for future clients is an effective marketing strategy that can help build trust. Showcasing your experience can give potential an idea of what it is like to work with your firm.

Collect Positive Reviews

The importance of reviews cannot be overstated in the legal industry. Compiling relevant and honest reviews from your previous clients’ bankruptcy cases is a great way to paint the picture of how stellar it is to hire your bankruptcy law firm. Reviews can be written or even in the form of a video testimonial. Push these reviews out on your social media profiles to showcase how much your past clients enjoyed their experience with you.

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Provide the Best UX on Your Bankruptcy Attorney Website

UX, or user experience, is another important facet of your website. Common examples of improving website user experience include clear calls to action, simple fonts, fast page load speed, and mobile friendliness.

The better the user experience on your site, the lower the bounce rates and the higher the conversions. Clients are likely visiting your site or landing page with a clear end goal in mind. They likely want to understand your services and/or find your contact information. Ensure your site makes this process as simple as possible.

Setting up a bankruptcy law practice website chat is another simple yet effective tactic to improve user experience. This is the small chat window that automatically opens on the bottom right-hand portion of the website.

Bankruptcy clients consistently prefer this method of communication over email because it is faster and more direct. Plus, it shows your clients you are committed to providing them with accurate information as quickly as possible.

Approximately 41 percent of customers expect a website to have live chat functionality. This percentage jumps to 62 percent on mobile devices, with 82 percent of customers saying they would take advantage of a mobile live chat feature.

Finally, you can improve your bankruptcy law firm site’s user experience by providing future clients with an overview of what they can expect when working with you. Outline what they can expect with each step of the process and let them know what documents they’ll need to move forward with their case.

Transparency in this regard can help your clients prepare and envision what it will be like to go through this process with your team. The unknowns can be scary, especially in such a sensitive area as bankruptcy law, so painting the complete picture through your site is useful.

call to action on a bankruptcy law firm website

A Fast and Mobile-Friendly Website

We briefly touched on this above, but we wanted to dig a bit deeper into this topic. Website speed and mobile friendliness are two of the most important aspects to consider when building a strong legal services website. With consumers spending an average of 5 hours on their cell phones each day, your potential new clients need to be able to access your site regardless of where they are.

Law firm websites that take too long to load are a dealbreaker, too. Over half of website visitors will leave your site if it takes more than 3 seconds to load. Capitalize on every opportunity to stay one step ahead of your competitors by making a fast, mobile-friendly site.


With so many moving parts in creating a strong digital presence for your bankruptcy law firm, you may feel overwhelmed with where to start. Hiring an expert marketing strategist or team such as Comrade Digital Marketing Agency can significantly reduce your stress.

Our team will work with you to understand your law firm’s pain points and empower your business with the tools it needs to thrive. We have over a decade of marketing for bankruptcy attorneys, and we’re committed to helping your business grow.

If you’re interested in bankruptcy law firm marketing, take advantage of our free, no-obligation consultations.

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Frequently Asked Questions

Are bankruptcy lawyers allowed to advertise in the United States?

Legal advertising is allowed in the United States, but it is subject to state bar associations' ethics guidelines. Television and radio ads, newspaper advertisements, billboards, direct mail marketing, law firm websites, online marketing, and social media are examples of lawyer advertising.

I have a good reputation in the community. Should I advertise my bankruptcy law firm online?

It doesn't matter how reputable your name is as a law firm. When searching for a product or service, people are now more likely to turn to Google than the phone book. So if you are not proactive in attracting new customers online and promoting your brand, you will find it difficult to develop your business.

How do I make my bankruptcy law firm stand out?

In the legal industry, there is a lot of competition. When you usually provide the same services, it can be difficult to stand out. One of the most effective ways to advertise your law firm is to launch a digital marketing campaign that will let your business become more open, customer-friendly, and impactful.

In what cities do you work?

Comrade originates in Chicago, but we worked all around the United States. We can help your business grow and increase revenue whenever you are. We have offices across most major cities in the US. For example, we can offer digital marketing services in Atlanta or Madison. You can even find our internet marketing experts in Baltimore! If you want to know more about our Seattle digital marketing agency or find out how exactly we can help you, contact us via the phone or email.

I hope you enjoy reading this blog post.

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About the Author
Stan Bogdashin
Stan co-founded Comrade Digital Marketing and serves as its marketing strategist and IT expert recruiter.
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