Of course, it’s important that you run your law firm just like any other successful business and put robust systems and management in place. There are many factors that contribute to making a law practice successful.
However, that’s all for nothing if what your personal injury law firm needs is more clients. Without sufficient clients and cases, your law firm is bust, plain and simple.
The sad fact is that 98% of visitors to your website will bounce – they will leave your website without taking any action.
A lead is a potential client whose contact details you have – so that you can follow up with them. Just like in any other sensibly run business.
You need to capture contact information from those visitors to turn them into leads.
So you need a lead magnet on your website.
You need to offer something so helpful and so valuable to your website visitors – your potential clients – that they can’t help but put up their hands and say, “Yes, I want that please; here’s my contact information in exchange.”
You need a lead magnet to do that.
Your initial traffic is expensive. But retargeting is not expensive.
Like I said, 98% of visitors to your law firm’s website will not take any action before leaving your website. Retargeting reminds them about your firm, and nudges them to come back – and take action to become a lead.
You can run retargeting ads on Social Media and on Google’s Adwords and display ads.
You need some technology to make that easy and automatic. That technology is called an “Auto-Responder”. Alternatively, there are more sophisticated versions that call themselves “Marketing Automation”.
When the potential client enters their contact information into the form on your website, they’ll automatically go into your database and automated follow-up campaign (if you have one – and you should have one!). It will then automatically deliver the requested information to your new lead.
I’ve seen law firms waste their marketing dollars by getting new leads and then just waiting to follow up with them. Don’t wait even a couple of hours. People today, and especially Millennials, want a prompt response. If you don’t do that, you’re giving another law firm the chance to swoop in and nab that new client. And that’s after you’ve already spent money getting them to your website and providing their contact information.
Follow-up will massively increase your Return on Investment (ROI) by converting more leads into clients. You’ve already sunk your money for the leads, and that wasn’t small money either. Every additional client you generate after paying for that traffic and lead generation means increasing your return on investment.
Leads are expensive but follow-up is inexpensive.
But – and a big “BUT” – and the reason why this is a step all on its own – have a darn good follow-up.
All a car salesman will do is persistently pester you. The only reason that makes you buy a car is to get rid of the salesman.
Instead, you should use your follow-up to keep educating your lead about why your law firm is the only logical choice.
Provide reasons why you’re the perfect fit for them. Bust any objections they have. Convince them with social proof that you’re as good as your marketing says – i.e. put your testimonials to work.
Give your leads a way to keep saying “Yes” until that’s their answer when you ask them if they’d like your firm to represent them.
If you want to watch a law firm owner turn pale and nauseous, have them listen to a mystery or “ghost” caller to their intake team. It never fails.
You might have some idea in your mind about how your intake team handles those inbound calls. But it’s just in your mind.
In practice, they’re not doing what you expect, because you’re not inspecting it.
It’s not you. It’s true in every law practice.
It is you though – because you’re just expecting it to work as you expect.
With a well-run intake process, you’ll convert many more leads into clients. It’s just true.
That means that if you haven’t got a perfect intake process and team, you’re leaving cases on the table and flushing money down the toilet.
If you could get 10% more cases from the same intake team, that would be an amazing result with just a little extra training.
How about 20%? Or 50%?
Stop focusing just on website optimization.
What do you want at the end of the client’s case?
You want a positive resolution and a happy client. But don’t you also want a glowing testimonial, a 5-star online review and referrals galore?
Don’t you want to use each happy client to get you more new clients?
So why not start at the beginning with the end in mind?
During the intake process, you can create that expectation in your client. By starting at the beginning – and not at the end – you can prime your client to do what you want and need when you’ve held up your end of the bargain.
They’re not going to wait until their client has left their office for the last time, to ask, “Will you post an online review?” They’re smart.
Think about how to get an online review from your next client before you ever sign them up. Just “asking” for them is NOT a successful strategy.
Start with the end in mind and take your online reviews seriously, just like you take winning your client’s case seriously.
Whether you’re a Fortune 500 corporation or a small local business, you’ll gain new clarity.
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