Creating and purchasing leads is only the first vital step to building your law firm’s revenue. As every marketing director knows, the majority of leads will not convert into sales simply by your initial phone call or by them landing on your website. In actuality, successful lead conversion often demands persistence, incentives and marketing astuteness. Here are 6 helpful tips for your law firm to achieve the highest return rate on your lead generation efforts:
1. Create a High Quality Law Firm Website
With the majority of marketing now based online, it is more important today than ever to create a powerful website that effectively communicates your brand, expertise and overall message. After all, more and more attorneys are acquiring their clients on the world wide web, so maximize the likelihood that they will choose you over your competitors by building a reputable website that proclaims trust and credibility.
From choosing the best, most user-friendly content management system (many attorneys report preferring WordPress), to selecting a consistent color scheme (think 3 colors at most), utilizing images and photos and images that are custom, to investing in only high quality, SEO friendly and relevant content, your website will prove to be your first impression and your internet-based home. Build it and they will come…and most likely stay.
2. Incentivize Your Target Audience
It’s only human nature to be attracted to rewards. Especially when said rewards involve minimal or even zero efforts. Try to find inventive ways to incentivize your prospective clientele to choose you over the other firms. This can include offering free consultations or a special time-sensitive discount on your services. The price reduction doesn’t have to be something substantial, but do keep in mind that a consumer may be drawn to an exclusive, free and/or limited time offer that directly benefits them and their pocketbook.
3. Be the Best Match for Their Needs
This is where targeted marketing comes into play. If your law firm has a lead generation system in place, or if you are purchasing leads from a direct marketing company, it is of utmost importance that your leads reflect the specific service that you provide. As an example, if you offer legal services for personal injuries, then you must reflect your expertise on your website, through every phone call, mail piece, email blast, and in-person meeting. Consistently demonstrate to your prospective clients that you are the best match for their needs, and you’ll increase your chances of being the law firm they choose.
4. Master Your Branding
A law firm’s brand image ought to be well thought out and effectively illustrated through its website and marketing campaigns. One way to achieve this is by getting into your customer’s head. What do you think matters the most to them when choosing a law firm? Why should they choose you over your competitors? What is it about your services that are unique? Talk to people inside your firm. Research your competitors and learn how they position themselves in the market. Ensure that your value proposition is distinct throughout your branding.
5. Be Diligent with Your Follow-Up
While it may do you more harm than good to chase your leads down, you do want to be sure that you are staying on top of your leads via quick phone calls and emails. Ask them if they have any additional questions or needs that you can address at this time. By doing so, you will help guide them back into “buying mode.” Be gently diligent during the follow-up phase, so not enough time passes for your target prospects to look elsewhere and move on to your competitors.
6. Show them that you Care
As important as it is for any law firm to acquire and convert leads, it is just as important to nurture the relationships with the individuals whose information and requests you have captured. Most, if not all, of these people have submitted their information online or dialed your number because they or their loved ones need help. They need legal assistance and they need a law firm that they can trust. Be the one that stands out from the rest by truly caring about the outcome of their legal needs. Think longevity and your entire approach with your leads will transform to both your and their advantage.