As a lawyer, you need new paying clients coming in every month to keep your business afloat. For that, you have to be on top of your lead generation game.
But we’ve seen one too many startups and even established attorneys struggle to get clients rolling in as frequently as required. It’s like an industry-wide challenge, with attorneys using only 31% of their time for paying clients. The other 69% is either lost or goes into non-billable work. You don’t want to spend most of your time at the office on what doesn’t increase your bank account and reputation.
So, how do you vamp up your law firm’s lead generation to convert more prospects?
1. Start with an impactful website
To boost your law firm’s lead gen, your website is the first place to start. Your website is your best marketer; it’s where prospects form the first impression about you. Since they would be contacting you often for personal issues that affect their lives, they want to ensure you are someone they can discuss with and trust for favorable outcomes.
But that’s not all. Ensure your website is SEO-friendly so that it comes up on the search. If not, it wouldn’t be easy to acquire leads. Color pallet and responsiveness are also crucial to give visitors the impression that you’re serious about your business.
But what if everything is great, but the website design doesn’t allow easy navigation? Maybe the “schedule a free consultation” doesn’t stand out. If prospects can’t see that enticing part, then the purpose is defeated, and you won’t be able to lure in as many leads as you ought to. It’s therefore worth investing big into your website design to make the most of this powerful lead generation material.
2. Offer free consultations
This was hinted at in the previous point but deserves a section of its own. If your web visits are high, but leads are low, consider offering free consultations if you aren’t already. This is it: most website visitors will not finally decide to spend money on your services on the first visit. So instead of letting them bounce to a competitor, build a relationship with them by delivering value through the free consultation.
It’s an avenue to show them your expertise, encouraging them to commit their problem to your capable hands. A free consultation taking 30 minutes of your time can bring you tens of thousands of dollars if you can give an excellent first impression.
Try third-party lead generation services
Sometimes, it helps to leave things to expert hands, especially when the success of your business is concerned. Lead generation services can make a huge difference in your conversion rate. Especially when you’re spending too much time or effort on your lead gen but getting unsatisfactory results, it may be time to consult with a lead gen services provider.
4. Show your value in webinars and Q&A platforms
Webinars can be a useful marketing tool for attorneys that want to share their expertise and reach a new audience. One example of this is Jared Correia, a family law firm owner, who partnered with the legal software company Clio to conduct a webinar.
By participating in this webinar, Correia was able to share his legal expertise with a wider audience, build his brand, and generate leads for his business. The webinar also provided a backlink to Correia’s website from Clio’s landing page for the recording.
Use word of mouth
Nothing beats word of mouth when it comes to acquiring leads. From social proof to referrals from family and friends, trust is built when people hear good things about your legal services. Whether it’s how you relate with your clients or the track record of cases won, you want to give it your all. One happy client can become ten if you give it your best shot right from the get-go.
6. Do law firm SEO
Not yet started law firm SEO? Don’t let 2023 catch you sleeping. Law firm SEO is one of the best lead-generation tactics, and its results have a ripple effect. As a law firm, you typically offer several legal services and serve different locations. Each service and location should have its own page if you want to push your website to the first page. Don’t cram it all up on one web page.
And blog! Blog! Blog!
7. Leverage paid marketing
Pay-per-click (PPC) marketing is one of the most effective ways for law firms to gain instant traction. Thankfully, there’s Google Ads for you to leverage.
However, the cost per click can be high, especially for competitive keywords. That’s why one of the best things to do is go for low-competition keywords.
To improve lead quality and conversion rates, try creating custom landing pages and optimize campaigns for the ads and keywords.
Final words
Law firms have a variety of lead-generation strategies at their disposal to help attract potential clients. By implementing a combination of these strategies, law firms can effectively reach out to their target audience, showcase their expertise, and generate high-quality leads. Ultimately, the key to lead generation success is finding the strategies that work best for your firm and consistently implementing them over time.
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