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Law firm marketing and business development strategies

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4 Ways to Win More Clients

Posted in Lead Conversion

This post was originally published two years ago.  The importance of lead conversion for law firms has never been greater, so we’ve updated the post:

4 Ways to Win More ClientsEvery lawyer knows what it’s like to pursue a prospect and then have that live lead go dead. Maybe they chose another firm. Maybe they thought they could handle it themselves. Maybe their problem went away.

The reason that prospect went toes up really doesn’t matter. What matters is that you stop hoping to land new clients and start working these proven strategies that will bring them into your firm’s fold:

#1:  Make sure the prospect is worth the effort.

It’s human nature to get excited about a potential new client when someone shows interest in hiring you. But interest alone is not enough and you can’t let your emotions lead your business development efforts. If a prospect cannot afford you or your firm isn’t equipped to help them, chasing them is a waste of time and money.

To ensure you’re pursuing the right people, you need to develop your ideal client profile — a list of qualities that your firm can use to determine if that potential client will be profitable and sustainable. Start by reviewing your list of former and current clients and look for clients that provided your firm with its most rewarding business relationships. Write down the common attributes those successful relationships shared as the foundation for your ideal client list.

Now institute a qualifying process that will cull out those leads that don’t meet your criteria so you can disqualify them more quickly and move on to prospects with a better profit potential.

#2:  Nurture your leads.

You have a limited window of time to engage with your leads before they become missed opportunities. This is where lead nurturing comes into play.

According to inbound marketing firm HubSpot, companies with effective lead nurturing programs generate 50% more sales at a 33% lower cost. In addition, nurtured leads make 47% larger purchases than non-nurtured leads. And companies that use marketing automation software to nurture leads experience a 451% increase in qualified leads.

Marketing automation makes you smarter, faster and more efficient. Among many things, marketing automation allows you to:

  • Identify, track and engage prospects online
  • Segment your prospects for targeted messaging
  • Nurture leads through drip email campaigns with no human intervention necessary
  • Create and manage lead-generating landing pages
  • Measure the revenue contribution of every email, e-newsletter or other marketing effort

#3: Narrow in on a niche

When people see you as a jack of all trades (the generalist approach), they also perceive you as the master of none. People will pay more for a specialist because they see you as an expert. People will refer more to a specialist because they aren’t afraid of you stealing their clients or competing with them. Contrary to popular belief, this approach does not limit you. It helps to focus your marketing and business development efforts.

Review your top 10 client list (either by amount of revenue/fees generated or in terms of how much you enjoy working with them). Then, look for any similarities. It may not be apparent at first, but keep asking questions and you will find it. Building a niche around a solid client base is one of the fastest ways to differentiate yourself.

Another way to help determine your niche is to track the inquiries from prospective clients to determine what’s drawing them to you and your law firm. See if they don’t begin to naturally fall into one or more groups. Becoming aware of these commonalities is a way to let your niche find you, helping you develop your law firm marketing. Once you niche your practice, you will find that referrals come more readily to you, since it will become clear in referral source’s mind just exactly what it is you do.

#4: Build your brand.

Back in the day, attorneys gained their reputations primarily through word-of-mouth and personal interaction.  Today, building a reputation online is crucial since this is where most people gather and interact in the 21stcentury. So you need to be where your prospects are on social media, with both organic and paid posts, as well as adding content regularly to your website and social media pages through blogging.

Prospects will draw conclusions about the quality of your legal services from your website, your blog, your marketing materials, your business card, your office space and even the way you dress. Assess your competition and identify areas where you are different and better, then communicate that difference to your prospects so they know exactly why they should choose you.


Latest Google Updates Mean Your Law Firm Website Better be Fast & Mobile Friendly

Posted in Law Firm Websites, SEO for law firms

Latest Google Updates Mean Your Law Firm Website Better be Fast & Mobile FriendlyIt’s been two years since Google announced that it would be slowing rolling out their mobile-first index, a change that rewards sites for being mobile-friendly by ranking them ahead of desktop versions. That rollout has been underway for some time to the major sites on the Web, and is now making its way down to local, small business sites. (See my tips on how to ensure your site complies with Google’s mobile-first index.)

Earlier this week, Google rolled out Speed Update for all users, and sites that are slow to load will see a drop in their rankings as a consequence. While speed has played a factor in desktop rankings for some time, it’s the first time Google has used speed as a major ranking factor for mobile sites.

To improve page speed on your mobile sites, you will need to:

Optimize images. Large, high-definition images can really slow down your page unless the images are optimized. This is easiest to do by using a CMS plug-in that automatically compresses images on mobile sites while still delivering a high quality user experience.

Get rid of redirects. Every millisecond counts on mobile, so when a user clicks on a link that redirects them to another URL, there is a tiny bit of load time added to your page speed. Those can really add up if you have lots of redirects on your site. This is especially problematic for sites with lots of content that has been archived in order to direct users to top-level pages. You can check your site for redirects using this tool.

Reduce server response time. To improve server response time — the time it takes for your server to return a requested page — you need to be sure there are sufficient memory and CPU resources allocated. You may need to improve your server software or configuration as well.

Make visible content a priority. Not many people get newspapers anymore, but if you will remember, anything “above the fold” was considered more important than what was below the fold. On your mobile website, the content that appears first on your most important pages should all be “above the fold” content. It needs to be served up first and you can code in that preference to serve up the primary content first and then load the rest of the page in the background while the user is reading. This speeds up your page load time since the server is not trying to load an entire page.

These are just a few techniques you can use to improve page speed. There are more, so just be sure your website team is working hard to ensure your sites comply with these new changes.

How to Grow Your Law Firm by Hiring the Right People [Free Webinar]

Posted in Law Firm Development, Law Firm Management

How to Grow Your Law Firm by Hiring the Right People [Free Webinar]

The nation’s unemployment rate is at the lowest it’s been in almost 20 years — 3.9% in May — and still trending downward. In real estate parlayance, this means it’s a seller’s market and buyers (employers) are finding it harder to recruit and retain top talent in almost every field, including legal.

I’m not talking about lawyers here; as far as I know, there’s no shortage of those. I am talking about the people who make your law firm train run on time — receptionists, assistants, sales and marketing people, etc. — any that are critical to a service-based business.

So how can you find and keep the best possible talent for your law firm? People who can add value right out of the box and make a real difference in your bottom line? Our free webinar on How to Find, Train and Retain the Best Talent can get you on your way.  You can access it for free and watch it at your convenience.

The webinar is led by Jay Henderson, founder of Real Talent Hiring, and one of the nation’s leading authorities on how to find and hire the right talent to grow your business. Having good people is what separates good law firms from great law firms. If you want to hire better, more productive people, you cannot afford to miss this webinar.

Some of the topics Jay covers include:

  • The 3 P’s of hiring and driving performance
  • The Superstar Profile
  • The Superstar Magnet for attracting talent
  • Best interviewing strategies
  • Testing: Should you test candidates and what to be aware of

Studies show that companies with happy employees are 12% more productive and 20% more profitable than those with unhappy employees.  Once you have a group of Superstars working for you, you will never want to settle for anything less.

Sign up online now for the free webinar, How to Find, Train and Retain the Best Talent, and start hiring the people you need to succeed!

How to Extend the Life of Your Digital Content [Infographic]

Posted in Digital Marketing for Law Firms, Law Firm Marketing

How to Extend the Life of Your Digital Content [Infographic]While the relevancy of content marketing has never been greater (research shows that it generates 3x as many leads than traditional marketing and costs 62% less), we all struggle with the reality that no matter how brilliant our content is, it has a finite shelf life. The great ideas and advice we give out today will be forgotten tomorrow…or will they?

The good news is that great content can have a very long shelf life if you know how to make it go the distance. With numerous online outlets and the varied ways you can present it — text, photos, infographics, video, etc. — your brilliant bon mots can travel far and wide across the Web.

The infographic below gives you 21 ways you can extend the life of your law firm marketing content. Not only will you be getting more eyes on your prized words or images, you will also be driving more traffic (leads!) to your main website and improving your SEO as well since high quality content is one of the most important ranking factors for Google.

Websites that are considered by Google to be high quality need sufficient expertise on a particular topic to be authoritative and trustworthy. According to Google, the standard for expertise depends on the topic of a particular page. Each page must have a purpose and then that purpose must be fulfilled with expert content — words, videos, etc.

For law firm websites, your information must be accurate, factual, clearly written and comprehensive. If the topic of the page is broad, the text is expected to have a lot of information on that topic. If the topic is narrow, the text may not be as lengthy. Both can still rank as high quality.

To summarize: write high quality content on topics of the greatest interest to your target market and then use the tips below to spread that content far and wide in various forms.

Apply Now for 2018 Law Firm 500 Award Recognizing Fastest Growing U.S. Law Firms

Posted in Law Firm Marketing, Legal Marketing

Apply Now for 2018 Law Firm 500 Award Recognizing Fastest Growing U.S. Law Firms

Law Firm 500 is a prestigious, one-of-a-kind award recognizing fast growing law firms of all sizes. It celebrates velocity, innovation, and the entrepreneurial spirit of law firms measured by revenue growth over the past three years.

Law Firm 500 is similar in spirit to the Inc. 500, which recognizes fast growing, independently owned companies in the U.S. Its difference is that while the Inc. 500 recognizes all businesses, Law Firm 500 is solely for law firms.

The qualifications are simple:

  • 2014 Minimum Revenue: $50,000
  • 2017 Minimum Revenue: $500,000
  • Operate an independently owned and operated, for-profit law firm in the U.S.

Being recognized as a Law Firm 500 recipient will help you differentiate yourself with clients, prospects, referral partners, and in your community. Each firm named to the 2018 Awards list will receive a permanent award, a press release to use in your local area and a Law Firm 500 logo to use on your website and marketing materials.

2018 Award recipients will be honored on October 18-20, 2018, at the Law Firm 500 Award Gala and Conference at the Westin Lake Las Vegas. The event is sponsored by several leading legal industry companies, and The Rainmaker Institute is proud to be a Platinum Sponsor this year.

The deadline for submitting an application is July 30, 2018. There is no cost to apply and your revenues will not be published. Apply now by clicking on the link below:

Whether you qualify or not for the Law Firm 500 Award this year, your firm’s growth can still benefit significantly by attending the Law Firm 500 Conference & Awards Gala. You’ll rub shoulders and swap ideas with some of the most innovative, creative, open-minded, entrepreneurial lawyers in the country.

Not only will you experience 2 1/2 days immersed in sessions covering every facet of a thriving business, but you also get to attend the party of the year – the Law Firm 500 Awards Gala. Erin Brockovich is this year’s keynote speaker. Erin is the force behind the largest direct-action lawsuit in U.S. history – $333 Million. She has a compelling message and will inspire you with her “never-give-up” and “always give clients your best” attitude.

As a Platinum Sponsor, we get the best priced conference and gala ticket prices for our clients and friends. When you click the link below, make sure to enter PROMO CODE: SUCCESS-4:

See you at the Law Firm 500 Conference & Awards Gala in Las Vegas on October 18-20, 2018!







Survey Identifies Top 5 Challenges Facing Small Law Firms

Posted in Law Firm Development, Rainmaker Retreat Boot Camp

Survey Identifies Top 5 Challenges Facing Small Law Firms Thomson Reuters recently completed a survey of small law firms (less than 30 attorneys) to identify the biggest challenges these firms face and what they are doing to address them.

The top five challenges in order of importance include:

  1. New client acquisition
  2. Too much time spent on administrative tasks
  3. Cost control and expense growth
  4. Lack of internal efficiency
  5. Rate pressure from clients/clients demanding more for less

So how are small firms dealing with these challenges? Unfortunately, most are not:



% of firms identifying as moderate or significant challenge % of those firms NOT addressing that challenge
New client acquisition 75% 71%
Too much time spent on administration 70% 81%
Cost control and expense growth 61% 74%
Lack of internal efficiency 60% 72%
Rate pressure/more for less 59% 80%

One of the most interesting insights was how attorneys at small law firms spend their days. Attorneys in small law firms report spending almost 40% of their work day on tasks other than the practice of law. Survey respondents that rated their law firms as “very successful” reported 8.7% of their time is spent on administrative tasks, while those rating their law firms as “unsuccessful” reported spending almost twice as much time — 15.3% — on administrative tasks.

This chart shows what the survey respondents said were the important positive factors that drove firm performance over the past year:

The factor rated as most important was increasing referrals from existing clients, followed by becoming more efficient and growing relationships with existing clients. These were the top 3 most important factors that drove revenue for the firms surveyed in the past year.

Of note is an emerging challenge identified by 17% of survey respondents: DIY legal websites. In the previous year’s survey, this challenge was identified by only 11% of firms surveyed. Unsurprisingly, the smaller the firm, the more that DIY legal sites were viewed as a threat; only 3% of firms with 11-29 attorneys viewed these sites as a threat vs. 28% of firms with 2-3 attorneys.

What is most troubling about the results from this survey is that while small law firms can readily identify the challenges facing them, a majority are not addressing these significant barriers to their growth. Why?

It is human nature to not want to deal with things you don’t understand. But there is a simple solution: attend a Rainmaker Retreat, where you will learn how to address all the top challenges identified in this survey and more. Here are the upcoming sessions:

  • *July 20-22, 2018 — Los Angeles, CA/Anaheim Marriott
  • *August 17-19, 2018 — Las Vegas, NV/Four Seasons Hotel Las Vegas
  • September 14-15, 2018 — Atlanta, GA/The Ritz Carlton Atlanta
  • October 12-13, 2018 — New Orleans, LA/The Roosevelt New Orleans
  • November 9-10, 2018 — Miami, FL/The Ritz Carlton Fort Lauderdale

* Includes a free third day — Digital Sunday — devoted solely to advanced online marketing training on SEO; Paid Search, Retargeting and Geo-Fencing; and Managing Your Online Reputation.

Register online now and receive Early Bird Pricing — 30% off the standard registration fee — for our upcoming retreats.

Discover What a Difference a Day Can Make to Your Law Firm Marketing

Posted in Law Firm Marketing, Rainmaker Retreat Boot Camp

Discover What a Difference a Day Can Make to Your Law Firm MarketingWe’re trying something new and you might be interested in tagging along if you want to supercharge your law firm marketing program.

For years, our Rainmaker Retreat legal marketing seminars have run for two days, a Friday and a Saturday. But what we’ve discovered is there is simply too much information to be disseminated on how to effectively market a law firm in 2018. We need another day!

So we’ve changed our upcoming sessions in Los Angeles (July 20-22) and Las Vegas (August 17-19) to include a bonus third day — Digital Sunday — devoted solely to advanced online marketing training as follows:


  • What it REALLY takes in 2018 to pull traffic from Google
  • 5 ways to get your firm’s website to the TOP of online search results
  • The 3-step blueprint to online lead generation success
  • 7 secrets to converting website browsers into buyers, including one tip that can increase conversion on your site by 35-40% virtually overnight 
  • How to get the most out of your SEO provider and how to know when it’s time to fire them

Paid Search, Retargeting and Geo-Fencing

  • How to maximize response rate while slashing your paid search budget
  • How to flat out steal business from your competitors’ own websites
  • How to follow up with 100% of your prospects automatically, in a manner that increases conversion by over 70%

Your Online Reputation

  • How to get feedback from 100% of your clients without risking a negative review online
  • How to address both positive and negative reviews online so that each brings you business
  • How to use online reviews to beat your competition, no matter what their marketing budget is
  • The top 5 ways to use your best reviews to boost conversion rates and maximize your marketing ROI

But wait, there’s more!

Register online for either the Los Angeles or Las Vegas Rainmaker Retreat and you’ll get a pre-event bonus: a free online presence assessment by Michael Veinbergs, CEO of Local Marketing Geeks, who is one of our featured speakers on Digital Sunday.

After you register, we’ll email you a brief questionnaire. Veinbergs’ team will spend two days researching your law firm and your competitors. You will receive a report on Digital Sunday that reveals exactly how your firm stacks up, what you’re doing well, where you’re falling short, and tailored recommendations for improvement.

We anticipate a full house; seating is limited so reserve your place now. Early Bird pricing — $697 for the full three days — ends June 24 for Los Angeles and July 18 for Las Vegas.

NOTE: Several attorneys who have already registered are bringing their families for a vacation, and these are ideal locations for you to do the same! Our hotel in the L.A. area is the Anaheim Marriott, which is within walking distance to Disneyland. In Las Vegas, we’ll be at the Four Seasons Hotel Las Vegas, a luxury 5-star hotel with access to Mandalay Bay resort and its famous Mandalay Bay Beach with wave pool, lazy river and tons of real sand.

How Marketing Automation Boosts Law Firm Efficiency & Effectiveness

Posted in Law Firm Marketing

How Marketing Automation Boosts Law Firm Efficiency & EffectivenessMost attorneys have a finite amount of time to dedicate to legal marketing, so having a process in place that nurtures a lead along the path to becoming a client and having data that demonstrates the most effective marketing tools for your law firm is a great benefit. That is what marketing automation delivers.

Among many things, marketing automation allows you to:

  • Identify, track and engage prospects online.
  • Segment your prospects for targeted messaging.
  • Nurture leads through drip email campaigns with no human intervention necessary.
  • Create and manage lead-generating landing pages.
  • Measure the revenue contribution of every email, e-newsletter or other marketing effort.

Email marketing is one of the most effective uses of marketing automation. Consider these statistics:

  • Companies that automate emails are 133% more likely to send messages that coincide with the purchase cycle of their customers.
  • Relevant emails drive 18x more revenue than broadcast emails.
  • Personalized emails generate up to 6x higher revenue than non-personalized emails.
  • The #1 reported benefit of email marketing automation is the creation of more and better leads.
  • Automated emails get 119% higher click rates than broadcast emails.

If you have not invested yet in marketing automation — either by purchasing and implementing a software solution within your firm or outsourcing to a marketing company that can deploy marketing automation on your behalf (like The Rainmaker Institute) — you probably don’t understand the true benefits in terms of saving time and money that marketing automation can provide for:

Social media — using automation for your social media posts and updates can save you more than six hours every week on managing your social media.

Dynamic content — being able to personalize offers and content based on a visitor’s past browsing history delivers an average increase of 20% in sales.

Content amplification — by automating your follow-up emails and outreach, you can increase your reply rate by up to 250%.

Client appointments — using an automated tool to set appointments can save up to 80% of time spent by your sales team on scheduling.

Lead nurturing — businesses that automate lead nurturing with precisely timed emails realize a 10% increase in revenue.

Marketing automation makes you smarter, faster, and more efficient — giving you more time to focus on growing your firm through activities that require your personal touch.