At minimum, low-quality leads waste screening time. Worse, if they circumvent your screening, they can become difficult clients. That is where the major costs and headaches arise.
Instead of relying solely on costly and occasionally ineffective screening, your marketing should target high-quality leads – prospects who have solid cases, who cooperate with your requests, and who value your expertise and time.
A proven way to draw quality leads is with (1) education-based marketing. Lead flow can be further cleansed with (2) qualifying statements and a (3) sales funnel.
1. Education-based marketing
Prospects who are willing to educate themselves about their legal issues make better clients.
We hear repeatedly from lawyers for whom we supply educational materials that prospects who have read the lawyers’ resource materials are better educated, easier to deal with, and more grateful for the lawyers’ efforts.
That outcome makes sense. Prospects who have invested time and study before their case even begins have shown their willingness to participate. Prospects who have read about the elements of a good case will self-screen weak cases. Prospects who come in knowing the basics can converse on a higher level about their cases. And prospects who have self-educated about the challenges ahead will be more appreciative of a positive result.
Implementation of an education-based marketing program is not hard. You can begin by offering detailed FAQs in a pop-up. Next add a downloadable multi-page description of the legal process and your approach to case handling that is promoted on a bottom-of-the-page slide-in.
Examples of strong educational materials can be found here:
2. Qualifying statements
This is an effective tactic that is easily implemented.
Simply explain on your website, in your lead magnets, and along the route of your sales funnel (sales funnels are described below) what types of cases and clients you cannot accept, what you expect from a client if a case is accepted, and what type of lawyer-client partnerships lead to the best outcomes.
What, you say, that language will drive away good prospects? On the contrary, the approach will make clients even more desirous of your services. They will grasp that you don’t accept just any client or case, that you require client cooperation, and that obtaining a positive outcome is a team effort.
3. Sales funnel
Most lawyer websites are billboards. They describe the types of cases that the law firm handles and then ask the site visitor to complete a contact form or call.
However, most visitors are not ready to talk to your firm. They have questions, they are comparing lawyers, and they are gathering information. Professional marketers and salespeople would say those site visitors are at the top of your sales funnel.
When you first start thinking about buying a car, do you telephone or send a form to a dealer as soon as you start looking at car sites? No, you spend some time gathering information, considering cost, and deciding what you want and when you want to move forward.
Lawyer shopping works similarly, with degrees of urgency that vary with the situation.
To deepen your relationship with your site’s visitors who are at the top of the sales funnel, you should offer free educational information. After all, most prospects have visited your site because they have questions (provide them FAQs), want to learn more about their legal issue (offer instructional booklets), and are wondering about cost (at least explain the range).
Our president Travis Hise can explain these techniques in more detail, evaluate your current efforts, and provide personalized marketing recommendations. To schedule a 15 or 30-minute appointment with him, click below.