1. Double check your Value Proposition, and then record it.

Society, the economy, and the competition are constantly changing. You must double-check your value proposition, to make sure your law firm is competitive with others in the field. Do a market analysis to find out what benefits your competitors are offering. Read and listen to the marketing materials for other law firms in your geographic region or area of practice. By doing this research, you can better understand your market position, and be able to better craft your value proposition. Are you the economical and effective choice, or are you the premium law firm with the highest level of customer care?

Once you’re confident about your value proposition and sales pitch, make a recording and add it to your phone system’s holding message. This is a big deal. There is a critical moment between when the in-take specialist transfers the call to you, and when the client is holding. During these few minutes, playing a recording with your value proposition is much more effective, then listening to the beeps of a holding phone line. In fact, those tense beeps of a holding phone line, are nerve racking. Feel confident scrapping the elevator hold music and put your value proposition message in its place. By making a friendly recording, and playing it for waiting clients, you are preparing for the close. Make sure the in-take specialist fully briefs you on the details obtained, as to sound professional when you finally pick-up the phone.

2. Do your homework

If your receptionist is not transferring a live call, but scheduling an appointment, make sure to do your homework. You should have the retainer contract, and any other materials available for the call, in digital format, with a docu-sign application. If you can close in the meeting, do so! If you have to get back to them with the information, retainer, or other documents you may have lost the opportunity. If possible, send contracts and retainers within the same day. This will greatly improve your conversion rates. It’s important to be prepared when you finally take the call.

3. Make the most of your CRM system

Many law firms are implementing customer relation management systems (CRM) into their practices. These systems create a databank for your staff to retrieve client information, and schedule follow-up communications. However, like most software programs, the question remains are you maximizing the use of this system? If you are receiving your best legal leads for lawyers via email, this may already be a sign that you are not maximizing the power of your CRM system. Look at which processes can be automated. Data entry may cause errors or omissions in your database of contacts. Most CRM systems can be integrated with your bankruptcy leads for lawyers, or specific campaigns for automated data entry. Your lead generation specialist can advise you if your CRM system has this capability.

A good CRM system can remind you of a follow-update with a client, store documents related with their case, and even save notes about the client’s preferences or unique circumstances. The data analytics is perhaps the most underutilized aspect of a law firm’s use of CRM systems. When scheduling a meeting to review your digital lead campaigns with your lead generation account manager, have the right information ready. Reports about conversions (or lack thereof) can be exceedingly helpful in improving your success rate. With the proper use of a CRM system, you can alleviate menial and time-consuming data-entry, scheduling, and routine emails. Proper use can also result in a better contact rate, higher client personalization of service, and reports ready for your lead-gen expert to improve upon. Ask yourself, if you are truly using your CRM to it’s full potential, as this can be a critical tool in improving the performance of your digital lead campaigns.


4. Review and refine your campaigns

Once you have optimized your firm’s customer journey, review the results. Just like in the physical world, not every lead received is going to be converted to a sale. It’s unrealistic to expect a 100% conversion rate. Research shows 2-6% to be the normal range for conversion rates. So be patient and grow your firm steadily and consistently for results. Schedule appointments with your digital marketing specialist and review the results of each of the campaigns. These are the different channels of web traffic that make up your lead generation campaign. Make a log (or use your CRM report)to review the results of the calls you receive. Then provide this log to your specialist. They can dial up or down the channels of web traffic to get more of what you like, and less of what you don’t like. Try to look for trends of why the leads didn’t qualify or convert. There are many touch points in the customer journey and by making refinements every step of the way, you can begin to convert more. Your feedback is incredibly important. By listening and reviewing the results, your lead generation partner can phase out traffic sources which are not providing desirable results, and refine, invest, and amplify campaigns that are getting valuable results.


5. Learn how to scale your business

When your law firm grows you can better provide for the business. As a marketing partner, we’re here to cultivate that growth. Make sure your foundation is solid before you launch a growth campaign. Do you have the capacity from a human resource standpoint to handle more volume? Have you trained your staff on the proper scripts, handover protocols, and customer relation management processes? Have you solidified your competitive market offer? Once all elements are in place, you’re ready to scale.

Speak with your digital marketing specialist to get more volume, and see what new campaigns are being invested in. We’re busy creating online content to engage clients, bidding on search engine keywords, calling, qualifying, and filtering. Try to work with a lead generation company that sells exclusive leads only. This feature alone will greatly improve your conversion rate.

There is no perfect digital lead generation campaign. However, you can turn the dials on quantity of leads, conversion rate, best in-take practices, traffic sources, and competitive value proposition to retain more clients, and be a legal super star. Speak with a digital marketing specialist today to increase clients at your firm.

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