How to Engage and Convert Leads for Your Law Firm

The Modern Law Firm series delves into how AI can streamline your law firm — whether it’s by saving you time and money, eliminating mistakes and redundancies or making your workflow more efficient. 

Imagine a potential client organically comes across your legal firm’s website, but after scrolling through a few pages, they leave and never return. With no CTAs or way to sign up for more information, they don’t meaningfully interact with your website. And you have no way to reach them to show them why they should hire your firm as their legal representation.

But you can change that by strengthening your strategy. Learn how you can engage and convert leads. 

What Are Leads?

A lead is someone who has shown interest in your service or products. They might sign up for your newsletter, click on an ad, or interact with your firm in another way. Engaging leads repeatedly can convert them into clients.  

6 Ways to Engage and Convert Leads for Your Law Firm

Engaging and converting leads is a process. Here are a few ways you can attract and attain new clients: 

Offer Free Consultations

A free consultation can help potential clients ask you questions in a one-to-one environment, which might make them more comfortable hiring you. To make this an even more effective lead-converting strategy, offer virtual consultations so that clients know you are a flexible firm.

Noodle has an appointment scheduler that potential leads can use to schedule free consultations with your firm. You can use a call to action (CTA) button on your website that informs users about this service.

Add Call to Action Buttons

CTAs are a useful and versatile tool. While you can use them to encourage visitors to sign up for a free consultation, you can also add CTAs to get them to sign up for your newsletter or updates on a specific law. 

The latter is particularly useful for immigration lawyers. For example, if Deferred Action for Childhood Arrivals (DACA) is in the courts, you can add a CTA to your website that says, “Sign Up for Updates on DACA.” You can then send emails about the latest information as the case moves through different courts and let them know how it can potentially impact cases.

Produce Digital Products

As a law firm, you can offer potential leads downloadable products in exchange for their emails. For example, you can ask them to sign up to receive a PDF that breaks down how they know they’re ready to hire a lawyer or the benefits of hiring a lawyer to help them. 

Optimize Your Website

Search engine optimization (SEO) can help you attract organic traffic. Incorporate keywords a potential client may use or use a SEO tool to find keywords that you can add to your website. For example, if you’re a bankruptcy lawyer based in Portland, Oregon, you can use specific terms like “PDX bankruptcy firm,” “Portland bankruptcy attorney,” “bankruptcy attorney in Portland” to help clients find you.

Create an Efficient Landing Page 

Whether you create digital ads or use social media, you have to direct potential leads somewhere. This landing page should work for you. This means clients can easily navigate it and quickly understand the purpose of said page. 

For example, if you want potential leads to sign up for a free consultation. You can create a page that talks about this service and how it benefits the visitor. You should include your meeting scheduler on the page or CTAs that directs them to the correct place. 

Use Social Media 

Social media is a great way to show your expertise. You can answer basic questions for clients or share your thoughts about a certain aspect of the law. All of this can help bring visibility to your firm and can even win over someone who was considering hiring you. 

On top of creating useful content on your social media, ensure your pages link back to your website—you can add a link in bio that prompt viewers to sign up for your newsletter. 

4 Tips to Strengthen Your Lead-Generation Strategies

Generating new leads and converting them is not a passive activity. You want to continue working on it to strengthen your techniques. Here’s how to do that:

Respond Quickly

Responding quickly can make the difference between converting a lead. As the American Bar Association reports, “42% of the time, lawyers take three or more days to reply to a voicemail, email or web-generated form filled out by a prospective client.” 

Getting back to potential clients in a timely manner not only helps you stand out from other firms, it also shows that you care about their case. 

Try More Than One Method

Instead of hinging your marketing strategies on just one method, try several at once. This will help you cast a wider net. 

Eliminate Methods That Don’t Prove as Useful

While trying several lead-generating strategies can help you expand yoru reach, you shouldn’t stick to a method if it isn’t successful. If it takes time away from other methods and doesn’t yield many results, then it’s not worth your time. 

Experiment

While there are some methods that you can emulate from other firms, it’s also OK to experiment. For example, you may want to host a weekly Instagram Live session or create a monthly blog series that highlights success stories. Trying new things can lead you to new clients.