As your prospective clients abandon phone books and business cards in favour of Google and LinkedIn, you must revise your law firm marketing strategies to meet them where they are already looking. Modern law firm marketing is all about utilising the web and the resources it provides.
Lead creation and customer acquisition, as an important part of a law firm’s marketing strategy, can be complicated and time-consuming processes. However, in these challenging economic times, law firms must continue to seek new clients. Therefore, fine-tuning your lead generation methods is vital to your firm’s long-term success.
Let’s take a closer look at what successful lead-generating procedures should look like and the tools you can utilise to get there.
Optimise your web page layouts for conversions
Your website should be the starting point for every law firm marketing strategy you have and a place where all of your online lead generation initiatives begin. It is pointless to drive traffic to your website if those users leave without taking any action. There are some recommended practices that all of your website’s pages should adhere to maximise your visitor-to-lead ratio:
- Avoid overcomplicating your copy by using straightforward language.
- Make your material more visually appealing by arranging it into bullet points and shorter paragraphs.
- Use a well-balanced combination of photos and videos.
- Keep the page to a minimum of words and prioritise value over length.
- Use conspicuous call-to-action (CTA) buttons above the fold.
Use heat-maps
Heat-maps on websites are a common conversion optimisation technique. They collect all the data on how visitors interact with your site and assist you in making informed optimisation decisions. They remove the ambiguity generated by numbers and offer data in an easy-to-understand format.
Personalise your calls to action with dynamic CTAs
Call-to-actions (CTAs) are a tool that you may use to encourage your visitors, leads, and clients to take action. For example, you may encourage users to “subscribe immediately” or “download now.” Until recently, the CTAs were identical for every visitor to your website.
Now that user data is continuously being collected, it is changing the way we employ call-to-actions. We can determine a visitor’s location, browsing history, if they are a current client or a lead, and much more.
Offer gated lead magnets throughout your website
A lead magnet is something of value that you give away for free to website visitors in exchange for their contact information. Lead magnets are digital, downloadable content items such as a free PDF checklist, eBook, white-paper, survey, and so on. The primary goal of a lead magnet is to turn an unknown reader into a point of contact with whom you can market in the future.
Promote gated lead magnets on social media
One of the simplest methods of creating leads for your legal practice is to promote gated content on social media. Social media is an excellent platform for disseminating your information. By creating posts that link to landing sites where prospects are urged to fill out a form, you can generate fresh leads and nurture existing ones in your database.
Host webinars
Webinars are an excellent way to create more leads for your legal practice. People must give their contact information throughout the registration process to attend a webinar. A successful lead generation webinar is all about selecting a timely and unique topic that your target audience is interested in, bringing in the proper presenters, and effectively marketing it.
Personalise your ad to match the search intent
You may instantly appear on the first page of Google Ads and be in front of prospects who are looking for your solution to their problem. You can also utilise dynamic keyword insertion (DKI) to tailor an ad to a searcher’s search query to boost the chances of generating leads even further. People are significantly more inclined to click on a headline that closely matches what they are looking for.
Create re-marketing campaigns to engage website visitors
If you have a lot of site traffic but aren’t getting the conversion rates you want, re-marketing (also known as retargeting) can assist. People rarely fill out a lead form on their first visit. That doesn’t mean they aren’t interested; it just means they aren’t ready. By presenting display advertisements to this highly qualified demographic, you keep your law practice at the forefront of their minds and offer more conversion possibilities.
To achieve long-term success in a crowded legal market, attorneys must constantly tune and update their lead generation methods to achieve the best outcomes possible. Your lead generation and law firm marketing strategy should communicate a unified message. Regardless of how your leads find you, the personality of your brand and the key messaging they hear should feel constant and true to your company. With the correct tools, techniques, and perhaps some expert support on your law firm marketing strategy, you can easily position your company for a prosperous future.
