Lead generation is so important to any business. Getting prospects into your sales funnel, converting them into a lead, and then into an eventual client is the dream. Frankly, you’re not going to convert every single prospect all the way through. That’s just the way it is. If you can convert 100% of every prospect you’d be running the most successful lead generation strategy of all time.
So a 100% conversion rate might be out the window, but if we can up that percentage of the prospects you do convert, your business will be thriving. Quality over quantity is a cliche, but the quality of your lead is always the most important metric. If your leads coming through aren’t quite up to the standard that you want, there are some changes you can make to improve them!
Here’s a look at some quick steps you can implement to improve the quality of your leads.
Use data to determine what’s working and what isn’t
If you don’t have any analytics tools setup then you need to do that now! Google analytics and search console, for example, are both free tools, and the insight they provide is invaluable. You can assess what pages on your site are performing best with views, clicks, or sales. Why that certain page is doing well, and what you can emulate from that page within any of your other pages that perhaps aren’t performing so well.
Access to reliable website data will transform your understanding of where your leads are ultimately coming from. If you want to improve the quality of your leads, you won’t get anywhere without this base knowledge.
Use location or experience specific keywords
Often legal firms, or legal professionals have very narrow niches in which they operate. If you are only working within certain niche topics or certain locations it would be a great idea to focus your targeting a bit more. This could be with some SEO optimised content, be it blogs, landing pages, or video content. You could also be more specific with any targeted ads, focusing down on a more narrow audience with location, demographic, job role, industry etc.
Your content should help your audience understand what area of law you operate in, and where you operate. If this isn’t immediately obvious with your headlines, url tags, keywords, CTA’s etc. you might want to think about making some edits.
Make your content hook and enquiry forms more specific
Everyone uses a hook in their content to get people’s attention. Whether that be encouraging someone to either subscribe to your mailing list, follow you on social media, or to share your content themselves. One thing you could consider, is altering your hook or enquiry forms to gain some more specific detail, directing prospects in the direction of someone who is better catered to handle their specific subject.
If you’re a personal injury firm for example, and have a basic contact form to handle incoming enquiries, asking if someone has been in an accident recently might be a bit vague. You should ask for more information like:
- Have you been in a bike, car, workplace etc. accident?
- When did the accident happen?
- Where did the accident happen?
- What were the resultant injuries?
- Was there anyone else involved?
- Who responded to the accident?
More information will help you ascertain the quality of a lead much faster. If your clients are all motorbike related, but a colleague manages workplace accidents, you know where each lead needs to go and can act accordingly.
Furthermore, call to action buttons like ‘download the cheat sheet now’ and ‘contact us here’ are great, but a more catered CTA might suit your target audience. For example; contact ‘myname’ here if you’ve been in a motorbike accident recently.
Try and be accommodating of your ideal clients needs. A more thorough information gathering phase might include some details as to what a prospects schedule looks like, and when they’re free to talk. A busy entrepreneur might not be readily available for a quick phone call the second you receive their inquiry, but might be free the following afternoon.
Referrals and reviews
Asking a happy client for referrals or reviews is a powerful method of generating quality leads. Online reviews improve your credibility, trust, and will make you far more visible to any new prospects. Word-of-mouth too, is arguably one of the most effective marketing channels for legal leads.
Offer a referral discount or some kind of incentive for existing or previous clients, they will essentially work for you to generate high quality leads. If you’ve done a great job for a previous client who had a motorbike accident, they’re naturally going to recommend someone else to contact you, should they be in a similar situation. There’s a foundation of trust already established, so adding a financial incentive as well gives you the best possible chance of landing new clients!
Speed and agility
Speed and agility are normally attributed to a video game character or a professional athlete. Not here though, speed is of the essence. I’ve no idea what ‘of the essence’ means, but in layman’s terms, speed is important. After-all, about 72% of clients hire the first legal advisor they speak with. As aforementioned some people have busy schedules and might prefer to choose a time that suits them. Others might just want to dive in ASAP.
Being flexible with when and how you liaise with your leads will improve the overall quality of their experience, and thus the overall quality of yours. Some clients prefer a phone call, others a video call, some might just want details on email or text message. Be open to all and any ideas.
Generating high quality leads is at the crux of most legal firms. Establishing a well oiled lead generation machine first and foremost is critical. From there you can fine-tune certain elements of it to improve the quality of the experience for your visitors and for yourself. Have a play around with some data, and establish where your best practices are coming from. You can also try and customise your content, your CTA, and your user experience to be flexible from person to person, or audience to audience. Leave a lasting memory, and remember, utilise reviews and referrals. Quality leads lead to quality leads. A nice tongue twister to end on.
If you’re looking to find more information about lead generation for your law firm, contact us here for a free consultation.