One of the most common complaints we hear from attorneys before switching to LawLytics is in regard to their leads.
Many don’t feel that they are getting enough leads.
But almost as many have issues with the quality of the leads that they do receive.
The quality of your leads is your most important metric.
If you are getting leads for matters you don’t handle or leads from outside the geographic area where you practice, here are four proven tips to improve the quality of leads, all of which are quick and easy to implement with LawLytics.
Make your forms more relevant and specific.
If you have a basic contact form that routinely gets spammed (or is routinely submitted by potential clients who aren’t a good fit), consider making your form more specific to the matters you handle and the types of clients you typically work with.
For instance, if you’re a personal injury attorney looking to attract more quality auto accident leads, collect more specific information about the accident. Here are some specific fields you could add to a form to quickly improve your lead quality:
- Date of the accident
- City where the accident took place
- A description of the vehicles involved
- A description of injuries as a result of the accident
- A description of who responded to the accident (police, EMTs, etc.)
By collecting more specific information, you can quickly assess lead quality and act accordingly.
If you’re a LawLytics member, you can easily create unlimited intake forms or have our support team set them up for you.
Adjust your calls to action (CTAs) to account for your ideal clients’ behavior.
It’s critical to understand how your ideal clients want to collect information and get in touch with you, and then use that to create effective calls to action on your website.
Calls to action are the prompts on your web pages that encourage users to take a particular next step. Effective calls to action almost always include a directive such as ‘Schedule Your Free Consultation Now’ or ‘Request Your Free E-Book Now’. These phrases generally entice the user to fill out a form or call your firm.
Why is it important to understand calls to action in the context of your ideal client? If your ideal client is a busy entrepreneur, trying to push an immediate phone call for a consultation probably won’t work. Your ideal persona is probably someone who wants to fill out a form to give you more details about what they need assistance with and then schedule a time to meet with you when their schedule permits. As a result, your calls to action should reflect and accommodate their preferences.
Use geographic and experience-specific headlines.
Most of us scan a headline to determine whether something is worth reading.
If you only work with certain types of clients in a certain part of the country, make that clear on your web pages.
For instance, if you’re a family law attorney in Houston, a headline that reads “Filing for Sole Custody in Houston” will clarify who the page’s information is intended for — someone filing for sole custody of a child in Houston (as opposed to Dallas or San Antonio).
Your headlines should make it easy for readers to confirm what you do, where you do it, and how you can help the reader.
Use data to determine where your best leads come from.
If some pages on your website produce fantastic leads, while others result in poor-quality leads, that’s vital information you can use to understand your potential clients and improve your marketing.
Does your highest-traffic blog post have a visible contact form? What is the top entry page for your website? Understanding what is resonating with potential clients can allow you to make strategic decisions and convert visitors to leads.
Make sure you have access to reliable reporting tools that allow you to see your website data in real time.
LawLytics is an all-in-one website marketing platform designed to help you get quality leads.
LawLytics makes it easy to have a successful website that attracts and converts your ideal clients, including:
- A direct integration with Google Analytics that provides clear metrics into what is and isn’t moving the needle for your firm
- A wide variety of customizable forms that allow you to collect specific information to get the right leads
- An easy-to-use site editor that allows you to quickly tweak headlines and calls-to-action to maximize impact
To learn more, schedule a no-obligation demo today.
About the Author
Dylan Hendricks runs the marketing and sales efforts at LawLytics and has more than a decade of digital marketing experience. If you’d like to ask a question or share your thoughts on this blog post, email Dylan at [email protected].