Law Firm Marketing: Take a Systematic Approach for Converting Leads into Clients
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Do you have the right system in place for converting leads into clients, and then from paying clients into staying clients?
If the answer is no, you’re not alone. Many law firms fail to take a systematic approach to lead conversion and client retention. But you most definitely should.
First, identify any software needed to assist in automating the process. The more you can automate, the lower your costs will be. Tracking software is readily available at a relatively low cost, compared to the expense of doing it manually. Good client-tracking software can be shared across multiple computers and can generate easily interpreted reports for the firm’s decision makers.
Second, try to automate the firm’s follow-up process. Develop follow-up sequences for:
- Direct mail – what do you send to prospects and clients? Postcards? Email? Letters? This can be a very labor-intensive process or it can be highly automated. It’s your choice.
- Autoresponder Email Series – Develop a series of email messages to be sent at regularly scheduled intervals that can convey your messaging in a timely manner to your prospects.
- Phone calls – Develop a schedule of calls so that they don’t fall through the cracks. Some of the tracking software can automatically place them into your calendar for you.
Third, develop rules of engagement for a sales driven law firm. Some things to identify from the outset are:
- What is being said? - Know your key messages about your firm, as well as information about your prospect’s business and needs
- Who is saying what? – Who are the principal contacts for prospects? Is the task shared or centralized?
- How often are prospects contacted? – Staying top-of-mind without being obnoxious is a delicate balance
As you ramp up your legal marketing efforts, these questions and systems will serve you well.
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Phoenix Legal Networking Group Networking Event is April 20
If you are like a lot of Phoenix attorneys you have spent a lot of time, energy and money building your website and trying to attract qualified prospects to your site. So the real question is, what happens when they get there? How many of them pick up the phone and call you? How many set up an appointment with your office or email you to request a free consultation?
Attorneys who really see the power of the Internet and want to learn how to leverage it to generate qualified leads understand that it's not only important to measure how many unique visitors are coming to your website each month, but also quantifying your “conversion rate” from website visitors into phone calls or emails. If you want to know how to convert more prospects into paying clients from your website then you absolutely need to attend this month’s event!
Come join us for a powerful evening of networking with your local peers as Stephen Fairley presents What Prospects Love! How to Compel Your Website Visitors into Picking Up the Phone & Calling You on Wednesday, April 20 at 5:30 p.m. Discover:
- How to track and measure leads from your website
- What metrics really count when measuring the success of your website
- How to easily add a free tracking tool to your website that will tell you everything you need to know
- What techniques do not work on your website
- 3 low cost tools that can dramatically and immediately increase conversions from your website
The networking event and marketing seminar will be held from 5:30-7:30 p.m. on Wednesday, April 20 at Monti’s, 100 S. Mill Ave. in Tempe.
Cost is $25 if you register by April 18, $30 if you register by April 19 and $35 on the day of the event. This covers drinks, hors d’oeurves, the networking event and the workshop.
To register for our April 20 networking and legal marketing event, co-hosted by FindLaw, Attorney at Law Magazine, Coash & Coash Court Reporting and The Rainmaker Institute, visit www.therainmakerretreat.com/network or call 888-816-8935.
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