This question from Vic, a partner at a Sydney law firm, highlights a common challenge for lawyers: despite generating decent website traffic to legal updates, converting these readers into email subscribers proves elusive.
The disconnect is understandable. Many law firms produce quality content that attracts visitors, but struggle to transform this interest into ongoing engagement. At its core, this is a question about conversion – and with good reason. Implementing the wrong subscription strategies can feel ineffective and wasteful.
Despite the rise of social media and other digital channels, email marketing remains one of the most powerful tools for lawyers to nurture relationships with clients and referrers. With an ROI that consistently outperforms other marketing approaches, building a robust subscriber list should be a priority for firms seeking organic growth.
Analyse Your Traffic Sources First
Before implementing new subscription strategies, let’s address what doesn’t work. Many firms rush to add subscription forms without understanding their existing traffic patterns. This analysis helps determine whether you truly have a subscription problem or if perception doesn’t match reality.
Using Google Analytics to Identify Visitor Origins
Start with a data-driven approach to understand your current situation:
- Log into Google Analytics
- Navigate to Engagement > Pages
- Select specific blog posts (ideally your last 5-10 articles)
- Add a secondary dimension: “Traffic Source/Session Source”
- Extend the time frame to at least three months for meaningful data
This process reveals where your visitors are coming from. If a significant percentage already arrives via email (15-20%), your subscription challenge may be less severe than you think—these readers are likely already subscribers.
Benchmarking Against Legal Industry Standards
Based on data from over 50 law firms, typical traffic distribution follows this pattern:
- 70-75% from search engines (primarily Google)
- 15-20% from email marketing
- 3-5% from referral links (other websites)
- 3-5% from social media
- Remainder from direct traffic (bookmarks, typing the URL, email signatures)
These ranges will vary slightly if your firm invests in paid advertising through search engines or social media platforms.
If your traffic deviates significantly from these benchmarks, it may indicate areas for improvement in your digital marketing mix beyond just subscription strategies.
The Content Segmentation Imperative
The most common reason legal content fails to generate subscribers is the lack of audience targeting. Many firms publish a diverse range of articles without considering whether a single reader would find all content relevant.
Why One-Size-Fits-All Legal Content Rarely Converts Subscribers
Consider this scenario: Your recent posts include articles on:
- Workplace safety regulations for the construction industry
- How to contest a will
- The risks of not having a shareholders’ agreement
It’s unlikely that any single person would find all these topics relevant to their needs. Why would they subscribe to receive all updates when only a fraction would be helpful?
Content Audit: Is Your Material Subscription-Worthy?
Review your last five articles and ask a critical question: “Is there one type of person who would find all of these articles useful?”
If the answer is no, you need to rethink your content strategy or, more practically, implement segmentation in your subscription approach.
Identifying Distinct Audience Segments Within Your Readership
- Client type segments: Examples may include business owners, HR professionals, property investors
- Industry-specific segments: Construction, healthcare, technology, finance
- Referrer segments: Accountants, financial advisors, business consultants
- Practice area segments: Employment law, estate planning, commercial litigation
Each segment requires a tailored subscription approach that promises relevant content, not just “legal updates.”
Implementing Targeted Subscription Pathways
The fundamental shift needed is moving from generic subscription forms to targeted pathways that acknowledge the diverse interests of your readers. When speaking with law firms about their experiences with email marketing, a common theme emerges: they’re disappointed by low conversion rates because they’re casting too wide a net.
Creating Audience-Specific Subscription Options
- Checkboxes for different practice areas
- Drop-downs for industry selections
- Options for content types (case studies, legislative updates, event invitations)
By entering the subscription relationship with clear segmentation, you immediately differentiate your firm from countless others seeking email addresses without consideration for the reader’s specific interests.
Writing Compelling Subscription Calls-to-Action for Legal Content
Generic calls-to-action are the equivalent of a vague networking request. Instead, craft segment-specific prompts that connect directly to the content just read.
For example, after a workplace safety article, you might include:
“We publish regular workplace relations and safety updates and host events for HR professionals. To stay current, subscribe for updates and event invitations as they happen.”
This approach works because it:
- Acknowledges the reader’s specific interest
- Promises continued value on the same topic
- Offers additional benefits (event invitations)
- Creates urgency with “as they happen”
Technical Implementation: Forms, Slide-Ins and User Experience Considerations
The mechanics of your subscription process significantly impact conversion rates:
- Slide-ins are less intrusive than pop-ups but more noticeable than static forms. They typically appear after a reader has engaged with the content (scrolling past 50% of the article).
- Form length matters. Each additional field reduces conversion rates, so collect only essential information upfront.
- Mobile optimisation is crucial, as many professionals read legal content on mobile devices between meetings or court appearances.
- Two-step opt-in processes enhance list quality but may reduce initial subscription rates.
Balance ease of subscription with the quality of data collected based on your firm’s specific marketing objectives.
Leveraging Your Existing Network
While converting website visitors is important, don’t overlook the most accessible subscriber source: your existing network.
Converting Clients and Referrers into Subscribers
Current clients and established referrers are pre-qualified subscribers who already value your expertise. Systematically invite them to join relevant mailing lists:
- Add subscription options to client onboarding materials
- Include list sign-up opportunities in matter conclusion communications
- Create referrer-specific content categories that emphasise practice areas where referrals are most wanted
Internal Firm Strategies to Grow Your Subscriber Base
Engage your internal team in subscription growth:
- Add standardised email signature links for all staff
- Train lawyers to invite clients to subscribe during meetings or calls
- Ensure all firm events include subscription opportunities
Ethical Considerations for Building Legal Email Lists
While growing your list, maintain ethical standards:
- Clearly disclose how subscriber information will be used and stored
- Ensure compliance with both privacy regulations and legal professional standards
- Maintain client confidentiality when segmenting and communicating
- Implement proper opt-in/opt-out procedures that respect professional boundaries
- Review content for potential conflicts of interest before distribution
- Consider information barriers when marketing to clients with competing interests
Measuring Success and Refining Your Approach
Subscription growth requires ongoing measurement and refinement.
Key Metrics to Track Beyond Raw Subscriber Numbers
- Segment growth rates: Which audience categories are growing fastest?
- Content-specific conversion rates: Which articles generate the most subscriptions?
- Engagement metrics: Open rates and click-through rates by segment
- Unsubscribe rates: Are certain content types driving readers away?
- Referral sources: Which channels deliver the highest-quality subscribers?
A/B Testing Strategies for Legal Email Subscription Elements
Systematically test different elements of your subscription process:
- Subscription form locations and designs
- Call-to-action language and placement
- Incentives for subscribing (exclusive content, webinars)
- Email frequency and delivery timing
Document results methodically to build institutional knowledge about what works for your specific audiences.
Timeline Expectations for Subscription Growth in Legal Marketing
Set realistic expectations for list growth:
- 3-6 months for initial process refinement and testing
- 6-12 months for significant organic list growth
- 12+ months for segment-specific engagement optimisation
Email marketing is a marathon, not a sprint. The most valuable subscribers often take the longest to convert but deliver the greatest long-term value.
Key Takeaways
Converting your website traffic into subscribers doesn’t have to be frustrating when you approach the challenge with the right mindset. The key is understanding what your readers actually want – relevant content delivered in a way that respects their time and interests.
Remember these key principles:
- Audit your content to identify natural audience segments
- Revise your subscription forms to include segment options
- Create segment-specific calls-to-action for your highest-traffic content
- Implement analytics tracking for subscription sources
- Engage your existing network through systematic invitation
By focusing on creating segmented, valuable subscription pathways, you’ll build email lists that deliver value to your firm, your subscribers, and most importantly, your potential clients.
Next Steps
Identify your five most-visited legal updates from the past three months and apply one of these subscription strategies to each.
Come prepared with a clear understanding of who would find each piece valuable, and be ready to craft subscription prompts specific to that audience.
Remember – the best email lists aren’t built on volume, but on relevance.
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Paul Evans is a legal marketing expert with extensive experience helping lawyers build their practices.
