For solo law practices and law firms, generating leads and following up on leads are the two most important activities to attract new clients.
Law firm marketing is not all about generating leads. Clicks and calls are uselessly facilitated by unless they are converted into paying clients.
Lead generating for lawyers is the initiation of interest by clients to make further enquiries or even arrange for consultations. Thus attracting, and connecting legal services to prospective clients. Falling under the general umbrella of advertising, leads can be created for all sales reasons. Leads come from various sources such as the internet, referrals, telemarketers, adverts and events; plus, the way traffic from search engines on the website is channeled for better sales purposes.
This generating is done using the best of traditional and digital marketing practices. Despite being quite a challenge to do properly for the un-initiated, there are professionals who handle these matters and could either be hired ad hoc or employed as staff.
Lawyers can either be in solo practice or affiliated with a law firm. A law practice is similar to a business entity with similar goals and needs. As such a law practice needs to have a steady stream of clients through its doors.
Traditional and digital marketing strategies aim to make prospective clients aware of the legal services offered by lawyers. Traditional marketing strategies (TV, radio and print ads) whilst still effective, are becoming less and less so, in generating leads for lawyers.
Despite becoming outdated, many lawyers continue to use traditional marketing strategies for lead generation. Digital marketing strategies when done correctly, however, have much more potential to produce more leads.
A steady flow of new clients and repeat clients, is the lifeline of any law practice. Before one can be a paying client, they first need to become a lead.
If you want to have a steady influx of leads for your law practice, a high presence on the Internet is a must. If your solo practice or law firm is highly visible on the Internet you have more chances of generating leads that you can convert into paying clients.
Here are some of the sources you can use for your solo law practice or law firm to generate more leads, more efficiently:
Creating a professionally-designed website is the best online marketing strategy. It works 24/7 to generate leads for your law practice. Over 75% of people who need legal services search the Internet for lawyers’ websites and become potential leads.
Search Engine Optimization (SEO) is the process of getting your website on the top spot of search engine results pages based on the targeted keywords and phrases. This is one of the best ways you can generate leads because it makes your website highly visible on the Internet through the efforts of the best SEO Marketing Firms.
Content marketing includes blogs, videos, webinars, white pages, e-books; Email marketing, website content, and other content that talk about the legal services you offer. All these content work to generate leads for your law practice. The better content you have, the better your chances to generate more leads.
Google Ads are often the top three results when someone searches for legal services on the Internet. Many people who are searching for information on the Internet tend to click on these ads. This is so because many assume that Google Ads make it easier for them to find the information they need.
Recommendations and referrals have always been the best sources of qualified leads. While word of mouth recommendations and referrals are still being used today, these sources of leads are commonly happening online through reviews, testimonials and social media platforms.
Say you’ve invested heavily on a professionally designed website; and also, in SEO experts to get your website to the top spot on Google. There were probably also other investments in advertising and working hard to be the best lawyer in town; yet your leads are not converting into paying clients.
Effectively following up on leads is the missing component. You are missing out on strategies on how to interact with your leads so you can generate new business. You need to process leads, follow up with them, and check on them frequently until they are converted into paying clients.
Following up on leads as well and former and existing clients is important to keep a continuous flow of clients. While many lawyers do follow-ups, they find doing this consistently a huge challenge. This is where they start to lose money because every lost lead translates to lose on money spent on lead generation activities.
Following up leads consistently is hard work that needs to be done. Here are some strategies on how you can effectively and consistently follow up on your leads.
Categorize your follow-up system into referred leads, prospective clients, former clients, and current clients.
Determine the best type of follow-up needed for each category of leads. You can choose between a phone follow-up and an email follow up.
You then need to determine how often you will follow up on each lead category. Is it going to be weekly, monthly or quarterly?
Your leads will need to hear from you more often while they are deciding to hire the services of your law firm.
You can follow up on former clients but less frequently.
You are already in contact with your existing clients thus you will need a follow-up system that can add more value than what you are already providing.
It is important to track the type of follow up that works best for each category of leads. You need to know and understand how each of your leads and prospects is reacting to your follow up system. This will determine the best follow up approach you can take to keep your legal services at the top of their minds.
Creating content is the best way to follow up on your leads. Create content such as videos, blogs, podcasts, etc. that will bring value to your leads and clients. Before creating the right content, you need to know and understand the information they need at each phase of their interaction with you.
When doing follow-ups, you should not come across as being too aggressive because following up a lead or client deals with delivering value and keeping in touch. Create a Frequently Asked Questions (FAQs) content, as it is an ideal strategy including:
How much does it cost for your law firm to review my case?
If your law firm accepts my case, who will represent me?
How do I know the status of my case?
If my lawsuit is successful, what type of compensation will I receive?
What are the fees involved?
Place yourself in the shoes of your leads and prospects. Know what they are thinking before deciding to hire your law firm; and then have the answers they are looking for. If you have answers to the questions they are just thinking about, they will see you as an expert in your field.
Create content that will provide useful information to your former and existing clients. You need to make them perceive that you are the answer to all their troubles, legal or otherwise.
You exerted a lot of effort and invested heavily to generate leads. Leads have their feet on your door. They are almost ready to engage your legal services. Hold on to your leads through an effective follow-up system and see your business and revenues grow.