A law firm has one opportunity to impress a potential client. Whether the person searched for a lawyer online and found your website, received an email from your mailing list forwarded by a friend or discovered your firm on social media, one click is all it takes to win or lose a new client.
If leads aren’t converting as you envisioned, you need to revisit marketing strategies and implement robust legal growth tools.
Each strategy below aims to improve trust and attract the right type of client for your firm. Over time, these tools will help you land more clients with less work and fuel your firm’s growth. Change doesn’t happen overnight, but you can improve lead generation and grow your firm with these four strategies.
A law firm’s website must be professional in appearance and functionality and provide content specific to its practice areas. Work with website designers and developers who understand the needs of a legal audience and the compliance rules for legal writing.
When considering design, simpler is better. If a client can’t figure out how to navigate your website, or it’s too busy, they’re more likely to leave the site and seek out one of your competitors.
In general, legal websites should include:
Additionally, your website should deliver relevant content for your audience. This might include helpful FAQs related to services, blog posts that offer unique insights and practice area pages that outline your law firm’s expertise, building trust that you’re the best attorney for the client’s case.
When searching on Google, 39.8% of people click on the first organic result. The higher your website ranks organically — meaning not relying on paid ads — the more trustworthy your law firm will appear to visitors.
Improve your search rankings by strategically incorporating search engine optimization (SEO) keywords in your content. These keywords make it easier for potential clients to find your firm. However, SEO keywords must be relevant to both your law firm and your leads. Always consider keyword intent. An SEO best practice is to build keywords and content around the common types of questions users are asking.
“When considering design, simpler is better. If a client can’t figure out how to navigate your website, or it’s too busy, they’re more likely to leave the site and seek out one of your competitors.”
For example, a personal injury law firm in California might incorporate a long-tail keyword such as “work injury legal options California.” This search would most likely be conducted by someone who was injured on the job and doesn’t know their options, an ideal visitor for personal injury and worker’s compensation attorneys.
Putting intake forms on your website allows clients to kick-start the process of working with your firm. However, there are numerous steps involved, from qualifying leads to following up for consultations.
An online form reduces the effort involved with intake by:
CRM software offers streamlined tools to collect information and follow up. Automated response tools such as email and text messages mean potential customers receive an immediate answer, allowing your firm to increase your touches and stay top of mind.
Not all CRMs are the same. It’s important to know what to look for. When evaluating whether a specific CRM will meet your firm’s needs, make sure that it has features like:
A robust legal CRM system and a high-quality website streamline lead generation with automated responses, personalized messaging and efficient intake processes. Together, they enhance client engagement and trust, helping your firm build stronger relationships and drive growth.
