The marketing funnel is a conceptual guide that helps businesses plan sales. You can plan a journey for your potential clients that helps people who have a need for legal services understand your value and hire you. A prospect is someone who has indicated an interest in your legal services by visiting your web page, or by picking up a flyer or pamphlet at a promotional event. You convert prospects to leads by gathering contact information and beginning the process of getting in contact. You close a lead by convincing the enquirer to hire you and become a client. Modern marketing methods have adapted to cater to a more educated general public. It is now advisable to educate and engage with prospects, rather than harrowing them with sales talk. Learn more about this methodology to increase your sales rate.

Calls to Action

You should work on attracting visitors to your website by offering interesting articles that address common problems. These problems should match the types of challenges that your clients hire you to solve. Create guidance articles that explain how you can help. Readers of these articles will only be attracted to your site if the problems you illustrate resonate with them. Therefore, these visitors are bona fide potential clients. Put a button on your website that encourages visitors to enter their contact details. This makes them “leads” and gives you the means to communicate. Offer an incentive, such as a downloadable guide on common problems within your field of the law.

Maintain Contact

Not everyone that reads your promotional material is ready to commit. Keep reminding the prospect of your existence through retargeting and email newsletters. Retargeting is a method of displaying your ads on the Web pages that visitors to your site subsequently visit. You don’t even have to capture their contact details to implement retargeting, because the technology works through cookies that are downloaded onto the computers of visitors to your site. Email campaigns can lay a trail of advice to leads that transitions them from exploring solutions to their problems through to recognizing your ability to solve them.

Download our free guide and learn about the importance of key performance indicators (KPIs)

Personalize and Empathize

All of the content on your website and all of the literature your law firm produces should by tailored towards a typical customer. You already know about the type of people that hire you because you have already won clients. Build a profile of a typical client and think of that persona when you publish content on your site. When you communicate with a lead, try as hard as you can to learn about them. That means their financial circumstances, their family, their goals, their problems. Even if you are dealing with a corporation, get to know the contact you are addressing to establish a rapport. Aim to talk for 20 per cent of your contact time and listen for 80 per cent of the time.

Use Positional Statements

When you actually get a chance to talk to a prospect don’t use sales jargon. By the time you are ready to push the lead towards becoming a client you should have already established a rapport. You should have discovered the problem that needs to be addressed. Explain how you can best solve that problem in comparison to the competition. Use examples of past cases that you have won. Show that you are trustworthy, reliable, authoritative, and a winner.


Try to get contact details out of prospects as soon as possible and maintain regular contact. Be persuasive and friendly rather than pushy and make sure you learn as much about the prospect before you try to convert him or her into a client. Being forceful or trying to close a deal too soon will drive prospects away. Plan the journey any prospect will follow in order to arrive at the point of hiring you. If you follow this strategy you will increase the rate at which you convert prospects into clients.

ComputerScreenIconDiscover how our newsletters and referral packages can boost leads to your legal practice.