Most online marketing and lead generation programs actually fail to generate enough new clients for a law firm to justify the marketing expense. But by following these “insider” guidelines, it is possible to avoid the typical money-wasting mistakes – and instead run a highly-profitable campaign for your firm.
The two primary online lead generation models that waste your money
1. Generic website sends you email leads
This model, most commonly used by Total Attorneys, uses a common website that discusses legal issues and asks site visitors to submit an email request to be contacted by a local attorney. Attorneys pay for the email leads they receive and have to try to reach the people who inquire. The problem with this model is that site visitors tend to be info gatherers, rather than highly motivated to hire a law firm. They are also often difficult to reach. Our clients who have used this model in the past report that very few of these leads convert into paying clients. We recommend avoiding this model at all costs.
2. Pay-Per-Click marketing or SEO for your own website
This model, which you can do yourself or is commonly done by firms such as Yodel and ReachLocal, is where Pay Per Click text ads (Adwords) are placed on Google to reach people searching on law-topic-related keywords. Or, a company charges you to get your firm’s website ranked high in Google’s organic listings. Visitors click a listing on their search results page and go to the firm’s website. You can either pay for Adwords yourself, or pay a company to run a program for you. The problem with most of these campaigns is that there is no guarantee that you’ll end up with any new clients. You often just spend a lot on marketing without seeing new clients as a result.
Secrets to doing it right without wasting your money
1. Find potential clients at the time they’re ready to hire a law firm.
Pay Per Click programs can work well at this – but the key is separating the info gatherers from those internet searchers who are actually ready to hire a firm. Only select keywords that are most likely to convert into paying clients, not every bankruptcy-related keyword in the book. Use text ads that attract “ready to hire” searchers rather than info gatherers. Promote an offer in the text ad rather than just information.
2. Convince prospects to choose your firm to call rather than one of your competitors.
Online searchers will also be viewing your competitors’ websites. Most online marketing campaigns send internet searchers directly to the law firm’s existing website (designed to convey general information about a number of topics for a wide variety of site visitors). In most cases, that site does not provide the visitor specific reasons to choose your firm over your competitors. Instead, post a landing page microsite that gives specific reasons to choose your firm and promotes a special offer for each area of law you handle. Then send online searchers to the campaign-specific site.
3. Make contact immediately with the prospect.
Potential new clients should be able to call your firm and speak with you or a receptionist directly. Don’t let callers go into voice mail that gets checked once a day or worse, every several days. The longer it takes for you to speak with a potential new client after he first inquiries, the more likely it is that the person has moved on and contacted another firm instead. With our lead generation campaigns, if a call to your firm from a potential new client is not answered, the caller is routed to a campaign-specific voicemail system that records the caller’s message, transcribes it, and then instantly sends that message via text and email directly to you – so you can return the call immediately, before the prospect talks to someone else.
4. Track all inquiries, and only pay for the qualified prospects that can hire your firm.
Many marketing companies, including us, use unique phone numbers on their lead generation campaigns to track incoming phone leads generated from the campaign. But if the calls that are tracked are not viable new clients for your firm, then you’re still spending money and receiving little new business in return. We actually listen to recordings of every call our lead generation campaigns produce to determine which ones are the qualified new prospects. And then we only charge for the viable new client calls you received. This way, you never spend money that doesn’t produce actionable results. If your lead generation company, or marketing agency, is still charging for their services rather than only what their services produce, you’re likely overpaying considerably.
5. Monitor the pace of incoming bankruptcy prospects and restrict the pace to only the number of new clients your firm can handle.
Since we listen to every incoming inquiry, monitoring and qualifying leads throughout the day, we can also change the pace in which a law firm receives incoming new clients, ramping it up, or scaling it back as needed. Most of the attorneys that we work with receive 5-10 new clients per week cost-effectively from our lead generation program.
To learn more about pay-per-inquiry lead generation for law firms, contact Swift Marketing Partners at 877-525-1381, or visit www.SwiftLegalLeads.com.