How effective your online marketing is in generating leads for your law firm and nurturing those leads to become clients depends on how successful you are at identifying and speaking to your prospects’ “point of pain” – the problems they need your help in solving.
You don’t have much time to engage them – industry research indicates most prospects spend less than 10 seconds evaluating your website or blog and if they find nothing immediately relevant to them, they quickly move on. You must grab them from the very first moment they land on your site.
Here are four questions your prospects want answered when they visit your law firm website:
#1: Do you practice the kind of law I need? Whatever type of law you practice should be spelled out clearly with words and visuals. It should be blatantly obvious within seconds, even to the casual observer. This is not the time or place to tell them every single thing you can do. Focus on your major practices, not the one that you helped one client with five years ago. Position yourself and your firm as a specialist.
#2: Do you understand my specific problem? Get as many legal words off your pages and speak to prospects in their language so that they understand that you understand. This builds trust and if they don’t trust you, they won’t do business with you. For example, no consumer uses the term, “family lawyer.” Many of them don’t even know what it means. Only 5 percent of visitors that end up at personal injury websites use the term, “personal injury lawyer.” 95 percent are searching for something else (car accident lawyer, dog bite attorney, etc).
#3: Can I relate to this attorney? Lots of law firm websites have information that clients want to know hidden under a “References” or “Resources” tab. While information and education are important, what people really want to know is, “Can I relate to this attorney?” and I know of no better way to demonstrate this than through video. Over the years, I’ve become a major supporter of having multiple videos on your website. There should be one on your home page, your bio page, each of your major service pages, as well as your contact page. Talk about why you got into law, what your passion is, what kind of clients you love to work with, frequently asked questions they have and success stories your firm has achieved.
#4: What are the benefits, value, results and solutions this attorney has achieved? This is a tough one for most lawyers because they don’t really understand the benefits of working with their firm, so you must spend some time giving serious thought to what makes you different. When asked, “Why should I hire you?” most attorneys give the same stale responses: “We have good quality services,” “We have a lot of experience,” and “We are a boutique law firm that will take care of you.” The problem is when you look and sound like everyone else, people start to compare you based primarily on price. Instead, focus on the benefits you bring to clients, the results you have achieved and the creative solutions you have developed. Use client testimonials to tell your story. Using terms like, “We care,” is both trite and commonplace. Get to the heart of the matter.
A topic that should be at the top of every law firm’s radar is how to improve your intake and lead conversion. This skill is woefully overlooked by most attorneys, who continue to focus 99% of their efforts and money on lead generation, fallaciously thinking this will solve their declining revenue problems.
Logically speaking, why would someone continue to spend an increasing amount of money on lead generation if they aren’t doing everything they can to actually convert those leads into paying or retained clients?
Lead generation too often comes down to a firm’s financial ability to “throw money at the problem,” but a lead conversion system can level the playing field and give small firms a true unique competitive advantage.
In the new free report, Why Your Law Firm is Failing at Lead Conversion, you will discover:
- The 12 critical steps to set your law firm apart and convert more leads into clients
- The shocking results of our secret shopper calls to 126 law firms
- How to create a true, unique competitive advantage
- How to dramatically improve your intake process to convert more clients
Get your FREE report now on Why Your Law Firm is Failing at Lead Conversion and start succeeding at turning prospects into clients!