Do you know the conversion rate for your law practice?
A conversion rate can be looked at from the perspective of how many website visitors turn into a lead and book an attorney consultation. Then you need to look at how many of those consultations turn into clients.
Both conversion rates are essential to understanding the profitability of your legal practice. A slight increase in your conversions can mean thousands more for your law firm.
If your close rate is a source of frustration for you, you’ll want to keep reading. Find out how you can leverage your free consultation to generate leads and close clients.
Identifying the Right Leads
Your first step in your journey to boost your conversion rate is to identify the leads that you want to attract to your law practice. Many attorneys will say something like, “Anyone who needs a bankruptcy attorney within a 50-mile radius.”
They’ll stop there and not think deeper about the type of bankruptcy they want to work with. Do they work with people who need to file personal bankruptcy or business bankruptcy? Do they understand the fear that potential clients are going through?
You want to identify as much as you can about your ideal client. You want to know their demographic information, such as age, zip code of residence, and household income.
You need to understand what they need from your legal expertise. A person may need to solve a financial issue with bankruptcy, but they’re really looking for peace of mind.
Think about your law firm and what you offer clients on a tangible level and emotional level. This will help you generate the right leads to your practice.
Building a Funnel
You need to think of marketing your practice like a funnel. You’ll get many people who are aware of your practice at the top of the funnel. They may not have a need for your services right now.
At the bottom of the funnel are only a handful of people who are at the bottom of the funnel. Attorneys focus here because it’s low-hanging fruit. These are people who need your services right away.
Some areas of law require a sense of urgency, such as personal injury and workman’s compensation. You want to focus your lead generation tactics on the later stages of the funnel. That’s because not many people think of a personal injury attorney until they need one.
On the other hand, a business owner doesn’t usually need an attorney right away. They will take the time to do research and find the right attorney for them. This will require that you focus on all parts of the funnel.
Generate Website Traffic
As you start at the top of the funnel, you have to look at the type of traffic you’re sending to your website. There are three primary ways you can generate traffic to your site.
The first is through local search optimization. When potential clients look for legal services and information, they will go online first. With SEO, you can target search terms at all points of the funnel.
Someone might need help with California’s lemon law. They could search for ‘what is a lemon worth’ or they’ll look for a ‘lemon law attorney.’
Pay per click ads are used by attorneys across almost all specialties. These ads are the ones that appear at the top of search results, above organic results. These ads are used most often for the later stages of the funnel, such as ‘bankruptcy attorney near me,’ which indicates that someone is ready to hire an attorney.
Display ads are useful to bring people back to your website after they leave. You can use a remarketing campaign that will show ads for your firm to people on other websites. These ads are remarkably effective at recapturing that lost traffic and convert them to leads.
Lead Capture Mechanism
What do you expect people to do when they get to your site? If you said pick up the phone and call, that’s not likely. A majority of people prefer texting or messaging a business over calling.
You want to make it as simple as possible for people to schedule a free consultation. You can use an online calendar where people book consultations online.
Preparing for the Attorney Consultation
Once you have an appointment booked, you want to prepare for the appointment. The online scheduling form can be tailored to give you general information about the client and their needs.
You should get this information and review it. You’ll know what questions to ask about their case.
During the appointment, you want to make sure that you help the client feel at ease. They’re probably not used to working with an attorney and intimidated by the law.
As you go through the case, offer as much value as you can to the client and show them why you’re different from all of the attorneys. When it comes time to talk about fees, be upfront as possible. Clients expect your services to be expensive. If you show your value in the attorney consultation, then it’s much easier to close the client.
Follow Up with Leads
One of the most overlooked aspects of closing is the follow up. This is true in law practices and most sales organizations. You should have a system in place to connect with leads a day or two after the appointment.
You can then reconnect with them a week later. If they don’t close, then keep them on your email list. You never know if they go with an attorney they’re not happy with and need a new one.
A Successful Lawyer Consultation
Attorneys use a free consultation to generate leads and clients. The problem for many attorneys is that they don’t use this tool effectively to convert leads into clients.
With the tips outlined above, you have the entire process laid out for you to identify the right leads, bring them to your website and have them book a free attorney consultation. That makes it much easier to close new leads during the consultation and add revenue to your practice.
For more ways to generate leads to your practice, be sure to register your firm in our directory.