Imagine this: you’ve mastered your branding, created an incredible website, and you’re posting consistently on social media. You know your audience well, and you’re getting a lot of engagement from them online.
And yet, for some reason, despite all this interest, you aren’t actually getting many new clients. What’s going on?
It’s possible that you aren’t following the right steps for lead generation. Or maybe you’re using them, but haven’t optimized your firm’s unique client acquisition process. This means that you’re losing potential clients somewhere along the way.
Fortunately, with this lead generation guide for lawyers, we’ll review everything you need to know about lead generation. Finally, you can convert your potential clients into actual clients. Read on to learn more.
When you’re battling a legal case, there are certain steps you have to take before you appear in court, such as meeting with your client, creating a legal brief, and gathering the evidence you need. If you did this in the wrong order, you’d show up in court with very little information.
As a result, you’d end up with a not-so-successful track record.
With generating leads, there’s also an important order you have to follow. These are all steps in the sales funnel, which include: Awareness, Interest, Decision, and Action.
In the Awareness stage, you’re making your potential clients aware of your law firm. In the Interest stage, you’re piquing their interest in what you have to offer. In the Decision stage, you want to convince them to engage with you further.
Finally, in the Action stage, you get your clients to make a decision. This could be setting up a call with you or coming into your office for a consultation.
How do you make the sales funnel work? Here’s how.
First, you’ll use the power of digital marketing strategies to connect with your potential clients. Social media is a great place to make your clients aware of your law firm, especially if you’re targeting your ads toward their specific demographic.
Additionally, it’s worth investing in Instagram and Facebook ads to reach them outside of organic reach.
To get client attention on search engines, you could work to optimize your website’s SEO, but organic SEO rankings can take years to achieve, particularly in heavily saturated practice areas. To be more prudent in your client acquisition to scale, you can invest in PPC ads to better your chances of showing up first when clients search for legal help. But what keywords and phrases do you use? The answer depends heavily upon your practice area, location, and even language. That’s where we can help.
Once your potential clients have started following you on social media, have found your ads, or are finding out about your law firm in another way, you need to keep their interest and close the deal. One of the best ways to do this is by crafting copy in your posts or ads that includes a link to a page on your website.
When they click on this link, they’ll be redirected to what’s called a landing page.
Landing pages can be incredibly powerful when they’re designed correctly. For example, you could have custom pages per practice area that explain, in a general manner, how someone might reach a legal solution to a problem they’re currently dealing with. If you can provide personalized and relevant content on these pages, even better. 97% of law firms lack personalized content on their web pages according to the ABA, so you’ll be immediately setting yourself apart as a part of the elite 3% that do.
At the end of this landing page, you can show that you can provide benefits to them by providing them with access to more information in the form of an eBook, newsletter, or even an in-person meeting.
By making this offering as specific as possible to their needs, you’ll more successfully demonstrate how they’ll benefit from what you have to offer, and continue to set yourself apart from other firms.
This is where having a powerful content strategy can be helpful. By having all the information ready, you can start sending them what they need once they’ve provided you with their contact information.
This leads us to the next, and arguably the most important stage…
Do any of your firm’s employees work for you 24/7? We hope not! Your website is the only part of your firm that works every hour, every day. Therefore, you need to make sure you have an effective call to action, or CTA on your site. If you’re giving the client free information in the form of a blog, study, or e-book, an appropriate CTA would be to ask them to submit a name and email address to receive more information.
This is an effective action because it will provide you with the contact information you need to warm the lead with a newsletter or stay in touch.
In addition to asking for contact information, your CTA might encourage your clients to reach out to find out more about your services, schedule a legal consultation, or communicate with you on the phone or via email about a legal issue. It helps to run testing on which is more effective for your practice area, and to provide an option for potential clients to both reach out and be reached out to. For example, people experiencing a personal injury issue might want to call you immediately- whereas those experiencing an employment matter might prefer to communicate via email.
Some leads will also take more time to warm up than others. This is where having an email marketing strategy can be quite effective in following up.
By generating more leads, you’ll start generating more clients. Develop an understanding of your firm’s unique sales funnel, utilize marketing tools, and show potential clients what you can do for them. Utilizing these tips, you’ll eventually be one of the most popular and well-known lawyers in your area.
What other strategies do you use to get potential clients interested in your legal services?