How Can Your Law Firm Convert Leads into Clients?
In all marketing and advertising campaigns, the conversion rate is a key performance indicator crucial to the success of your campaign. If you can increase your conversion rate, you’re improving efficiency and get a better ROI on the cost of your campaigns. Your conversion rate is determined by all aspects of your campaign, starting with your messaging to the public through ads and blogs to how you process leads when they come in. In this article, I would like to touch on the last piece in the conversion cycle: the way you process your leads.
When working through incoming leads, there are likely to be some you deem more likely to convert than others. However, it’s also likely that you’ve paid the same amount for good leads and for leads you don’t think are as valuable. They might even come from the exact same source. One way to improve your conversion rate is to learn from all your leads:
- what distinguishes good leads from less valuable leads?
- are your lead forms clear?
- is your messaging aligned across the board?
- what is driving your leads to contact you?
- …
The list can go on and on. In essence, there is a lot you can learn from both your good leads and your bad leads. The more you know about your leads, the better you can optimize and target your marketing efforts.
In order to get the most out of each lead, good or bad, you need to dedicate the appropriate resources to process your leads. That can be you, setting aside a dedicated time to following up with your leads, or anyone else. By assigning time and personnel resources to lead processing, you ensure a consistent approach to all leads while at the same time growing your firm’s expertise in converting leads.
Being a SEO and PPC manager, my primary focus is it to deliver qualified leads to my clients. PPC and SEO managers work with their clients to find the most targeted messaging, build lead forms that gather all the information needed to qualify the leads, and find the best channels to market their clients business. PPC and SEO managers work to grow businesses and to lower client acquisition costs.
Typically, what we don’t do is to tell you how you should communicate with your leads or clients. It’s usually the other way around: You tell us how you communicate with your leads and we put together a strategy to get you the kind of leads you want. However, to get the most out of your SEO or PPC budget, you have to be diligent when processing your incoming leads. As long as you’re working incoming leads in-house, you control the cost and you determine how you communicate with your clients. Following this strategy diligently can lower your client acquisition cost significantly.
One Response 
Leave a Reply 
AdVolt Legal offers its clients several years of both online advertising and legal industry experience. The legal marketing company was founded by Fabian Ahmadi and Crystal Perkins who respectively spent several years working in the legal and online advertising (SEO, SEM) industries. The two decided to merge their passion and talents to build a company devoted to providing online legal marketing solutions for small and medium size law firms. Our name, AdVolt Legal, epitomizes an important goal of our legal marketing company: to create powerful ads for the legal market. AdVolt Legal understands that operating a successful legal practice requires great legal skills as well as business skills. As such, we are committed to providing you with premium online legal marketing solutions, including SEO and PPC advertising, to help you grow your practice. 
[...] Firm Convert Leads into Clients? | AdvoltLegal Posted on August 10, 2010 by carolynmumby How Can Your Law Firm Convert Leads into Clients? | AdvoltLegal. A useful introduction to converting leads from Google Adwords and similar [...]