Lead Generation for Lawyers: 5 Tips to Follow
One of the hardest questions for lawyers to answer, as well as one of the toughest questions for lawyers to answer, is “how do I get more leads?”
You’ve built your firm, you’ve marketed your heart out, you’ve hired a fantastic team and you know you can take on every single case a client throws your way… but the clients just aren’t walking through the door.
You need to get some leads, and if you want to increase your lead generation, then you need to focus on your marketing. Your marketing can take place both online and in person, and you will have to know how to use both of these effectively in order to get clients to come to you.
1. Focus On Your Website
Whether you have a minimalist website that simply states the services you provide and nothing more, or a website that shows off everything you do and is your primary marketing tool, you need to have a website. It is going to be your prime online presence and it is going to be one of your best lead generation tools.
Make sure that it is optimized in simple SEO-friendly language that talks about the services you provide and sells all the strengths of your firm. Whether you are a lawyer who has been working for several years, or have a team of experts in a certain field of law, or have won some accolades from your peers, you need to share all that on your website. Check out Dagmar’s law firm SEO guide to learn more.
Also, optimize your website for conversion. Give a lot of information to your clients in your blog or podcast, and make your copy easy to read. Include a lot of images and videos, lay out your writing in bullet points and short paragraphs, and also include a lot of call to actions in your writing as well to grow your law firm.
Take A Look At Heat Maps
Heat maps on your website help you get an analysis of your website, and more specifically about what your customers and visitors are doing on the website.
Heat maps allow you to see what your customers are clicking on and where they are interacting on your website. If you’ve got call to actions that no one is interacting with, then you can see that with the heat maps and then go and make some changes on your website.
Heat maps are very easy to add to any website, and it will help you make sense of all the numbers and other data that comes with the backend of your website. If you’ve always liked pictures to show off data rather than a ton of numbers, then get your website a heat map and see what you can learn!
You’ve probably seen lead magnets on all sorts of websites, where someone promises a free ebook, or training course, or a free trial of a product if you just send them your email and sign up for their email list.
There’s no reason why you can do that too for your law business. Think about what you could share with your clients, and then gate that behind an email address. These can include a PDF checklist, an ebook, exclusive episodes of your podcast, or other items. You can put your content as pop-ups on your website and also on your blog posts. Be careful that you aren’t spamming your lead magnets, but don’t be afraid to show them off.
You can also place these gated lead magnets onto your social media pages, and if you have an audience on your social media pages then you can bring them to your blog and then to your email list. Focus on giving your customers all the content they could ever want!
3. Don’t Be Afraid To Spend Money On Advertisements
While it might seem like you can get all your leads for free, and you can, you don’t want to focus on free leads if you are keen on seriously building your client base and getting some leads.
Paying a bit of money and using Google Ads or other paid advertising services will ensure that you can instantly appear on page one of the search engine and can get in front of the clients that you need to turn into customers.
Plus, you can even customize your advertisements to your customer’s search. This is helpful if you have multiple fields of law in your firm. So if you focus on the fields of personal injury law, auto law, and construction accidents, you can set up your ads so a customer can see them for all these fields.
4. Keep Your SEO Up
Having good SEO (Search Engine Optimization) for your website is important for all businesses, including law firms. Everyone looks for a lawyer whenever they or someone they know is in trouble with the law, and that can cause a massive sense of urgency for customers.
If you keep up your SEO and your website on the top of the social media rankings, customers who need a lawyer are going to come to you every single time. Make sure that your articles have keywords, your social media is properly hashtagged and put together, and every piece of content that you are putting out has value for your customers.
5. Build A Professional Network Both Online and In Person
Finally, don’t be afraid to use websites like Linkedin to build your network and connect to both customers and others in your niche. Linkedin allows you to post and connect to other lawyers and share the story of your law firm with other clients and law firms as well. You can run LinkedIn advertisements to connect to people in your network, especially if you are in business law because that’s where business people often hang out.
Finally, you can also build your network by talking to people at in-person events. There are plenty of marketing opportunities if you connect to other lawyers at these networking events. If you take the time to shake hands and show interest in other lawyers, they will do the same for you. Just make sure to provide value for the people you are networking with, and they will remember what you’ve done for them and provide value for you in return.
Put Time Into Lead Generation
It doesn’t matter if you are just starting out in the lawyer business or if you’ve been around for a very long time, you need to make sure that your lead generation never stops. Because which business wouldn’t want more leads and clients? Make sure that lead generation is something that you do every single day, and that will give you a lot of new leads without having to do a ton of work!
Pretty soon you will have more leads than you know what to do with, and you’ll have to focus on meeting their needs and giving them everything they need to win your case!
Sell more, understand your customers’ journey for free!
Sales and Marketing teams spend millions of dollars to bring visitors to your website. But do you track your customer’s journey? Do you know who buys and why?
Around 8% of your website traffic will sign up on your lead forms. What happens to the other 92% of your traffic? Can you identify your visiting accounts? Can you engage and retarget your qualified visitors even if they are not identified?
