Those who work in the legal market will find it challenging to collect valid leads. The process is alien to some, which can add to the system’s intricacy. However, a law firm must have a systematic and reliable pipeline to generate legal services local leads. You will find it a vital component of your company’s growth strategy. It will also contribute massively to your business’s financial health and cash flow.
What is Legal Services Lead Generation?
Generally, lead generation is the process of collecting potential leads and delivering them into your sales funnel. The sales funnel pertains to a procedure that will direct your leads into becoming your actual client. In the legal market, collecting legal services free leads is as follows.
- Awareness- Your first step is to make the potential client aware of your legal firm. However, this is easier said than done. You may need to improve your ranking on search results. It would be best to make sure that your prospects will find you when they need you. With this, you should improve your visibility by being present in the platform where your potential clients are active. You can also use paid advertisements to connect to them.
- Capture Their Interest- Once they know your existence, you need to make sure that you will draw their attention to your legal firm. It means that you may need something on your landing page that will make them interested in your legal services check leads. It should hook them and encourage them to perform a specific action.
- Decision-Making- In this stage, you must inspire your leads to look for more information about your law firm. Make sure that you will make them understand that choosing you over other firms in the market will benefit them.
- Action- The ‘action’ you want them to take is different depending on the stages of your sales funnel. For the law firm, it could perhaps be sharing their contact information with you. You may also want them to book for a consultation process or inquire additional details about your legal services.
How Can You Generate High-Quality Lead for Your Legal Firm?
Legal services lead generation is competitive since customers are limited, and the number of available options is significant. Therefore, it would be essential for you to have a comprehensive marketing strategy that will help you stand out from this crowded market.
Developing a Powerful Website
Your website will serve as the core of your lead generation efforts. Your website can establish your law firm as a reliable and credible brand. It is how you can tell those prospects who you are, what you do, and why they should choose instead of your rivals in the business. Here are some methods to ensure that your website is designed to capture legal services local leads.
- Creating a Professional Design- It is a must that your website reflects your service quality. Therefore, you want to ensure that it is professionally designed. Apart from that, you want it to offer a seamless user experience. It must be mobile-friendly or responsive. You want the navigation system easy to understand.
- Quality Content- The content of your website also matters. You want to add pictures that reflect your company’s branding. You want it to be high-quality and in good resolution. If you are adding written content, you want it to be customer centric. You want it to resonate with your targeted audience. The content allows you to showcase the benefits you can offer to your potential clients. Be sure to add unique selling points to the web content.
- Make it Personal- You may want it to be personal. Add the bio of every member of your law firm to the About Us section of your website. It adds transparency and will provide your legal services free leads a sense of familiarity to the members of your firm. Adding a complete bio, together with a picture and achievements, will improve your trustworthiness and reliability.
- CTA- Your CTA or Call-to-Action buttons will also play a vital role in collecting those leads. Place them in the upper fold of your website to make them more apparent.
- Landing Page- Ensure that your landing page is designed to capture those legal services check leads. Landing pages are intended to encourage your potential clients to carry out a particular action. It should have a compelling, convincing, and strong copy. It should help you maximize those conversion opportunities.
Legal Services Email Marketing
Email marketing allows you to reconnect to your cold leads and transform them into warm legal services lead. It is a powerful marketing tool that will provide high-valued and converting leads. The first step to guarantee a successful email marketing campaign is to build your email list. You will have to increase your numbers of opt-ins in your newsletter to accomplish this. There are different ways to encourage them to sign-up with their email address. For instance, be sure to give your audience something valuable such as eBooks, discount codes, promotions, informative articles, etc.
Why Email Marketing?
With an email marketing campaign, you can target a particular segment of your leads to ensure that your message will be more personalized. List segmentation guarantees that you send the right message to the right audience at the right time. When developing an email message, focus on the benefits rather than the features. Mention the problems that you can solve for your audience. There’s a range of tools that you can use to experience the most significant return on your email marketing campaign. You can use Marketo, Mailchimp, or Campaign Monitor.
Social Media Marketing
Social media is another outstanding opportunity for the law firm to market their service while establishing a solid connection to their potential audience. It allows you to engage with your legal services lead using direct communication. You also have the option to activate a paid advertisement that will enable the ads to appear on the feeds of your prospects. When sharing content on your social media, be sure that it will be exciting and entertaining. Include a visually appealing picture. Study shows that a post with an image has a higher engagement rate. Also, include a link that will direct them to your landing page. With this, there’s a more likelihood of capturing your leads.
What Are Some of the Best Social Media Platforms for Legal Services lead Generation?
Since you will be focusing more on your legal service, it would be impossible for you to be online at the same time. Therefore, you can’t expect to be present on all social media channels. You only have to be active on where your possible clients are found. Here are some of them.
- Facebook- Most starting companies will make sure to build a page on Facebook. It has more than 2.8 billion active users worldwide, making it the biggest platform with the most extensive user base. Moreover, its year in the business is longer compared to the other platforms available; therefore, it has also developed some of the best tools to capture those legal services local leads. Based on the latest number, at least 60 million businesses are active on Facebook. It has a lower CPC rate, making it an apt choice for companies that are generating leads.
- LinkedIn- Another good platform for generating legal services free leads would be LinkedIn. Around 45% of the users in LinkedIn are decision-makers, which makes it highly possible that they will hire your legal service. It has close to 600 million users and 260 million active monthly users.
- YouTube- Promotional video marketing has also become an integral part of lead generation. It is the second biggest search engine site, only next to Google. When developing a video, make it informational and engaging. Do not shamelessly promote your business. You can also post a video testimonial but be sure to get your client’s approval.
Develop A Solid Content Marketing Strategy
Content marketing is another strategy that should be added to your lead generation arsenal. Content development will not just improve your likelihood to capture legal services check leads; it will also help you improve your SERP. Your campaigns may include white papers, downloadable guides, web content, webinars, infographics, videos, eBooks, email newsletters, and blog posts. It would be best to think of things your leads will find helpful and interesting. Content also serves as a lead magnet, wherein your prospects can only download the asset once they provide their contact information. You can also provide them with exclusive access to content when they provide their contact information.
Using Display Advertisement
PPC or Pay per Click Advertisement also has the potential to boost your legal services check leads. Different platforms are offering this, such as Google and Bing. With this, you can guarantee that your law firm will appear on top of the result of relevant searches. PPC means that you are paying per click and not per impression. However, there are things that you need to keep in mind to guarantee that it will be effective.
How To Improve the Success of Your PPC Campaign?
Start by creating a well-defined goal. You can’t expect to optimize your PPC appropriately if you don’t have a measurable goal. Keep in mind that this goal should be the baseline of your optimization. Having a clear road map will help you ensure that you will be reaching your desired destination. Your goal, in this case, is to improve your lead list.
- Choosing the Keyword- When launching a PPC campaign, the keyword you will choose will play a vital role in the success of your campaign. While Google comes with a tool that will allow you to develop a keyword list according to the analysis of your website, it is still best to look for a keyword with a higher CTR.
- Optimizing the Keyword- One of the reasons why most law firms will not have a desirable ROI in their PPC campaign is that they are using too many keywords. However, according to the study, the standard PPC campaign will produce sales from only 12% of the keywords. Therefore, you should pay attention to the relevancy of the keyword, your CTR, and the landing page. Be sure to pay attention to the negative keyword.
- Ad Copy- Your Ad copy also plays a vital role in the success of your legal services lead generation. Make sure to ensure that your ads will be engaging. When developing ads, you will be restricted on the number of characters you can use. Be sure to highlight the reasons why the client should choose you over your competitors. Consider creating a headline that grabs attention, and the call to action must be compelling.
Referrals and Reviews
It is highly likely for your potential clients to work with a law firm that has solid authority. One way to boost your online credibility is through positive and authentic customer reviews and testimonials. Start by claiming your law firm’s profile on different listing sites, such as Avvo, Nolo, Justia, Google My Business, FindLaw, Next Door, and Yelp. Be sure to respond to all the reviews, not just the positive ones. Also, use only honest reviews in your marketing strategy.
To ensure success in a competitive legal market, lawyers need to have a solid legal services lead generation strategy. They need to monitor, tweak, and update their campaign constantly. The concept of capturing leads can be overwhelming to some. However, with the right strategies, tools, and assistance of the professional, you can guarantee that you will have a constant client.
