The key to making the best legal leads for lawyers is finding clients who have a high intent for action. These are the leads that are going to save you time and money. For example, a customer who finds our service through a keyword search on a search engine is considered a high intent client, but obtained through low reputation source. A google search result will list you with hundreds of other lawyers. Therefore, google is not making your law firm appear any more reputable then the second or third on the list. Social media campaigns can be effective. However, they tend to generate leads which are low intent (someone happen to see the ad, and clicked out of curiosity). Social media ads are also low reputation. Being associated with Facebook, Instagram, or Linkedin is not necessarily giving you more credibility as a qualified lawyer. Email Campaigns can be very effective in establishing reputation. The subscriber trusts the person emailing them. However, they are very low intent. This is a form of developing traffic where the person may not have been searching for a lawyer before seeing the ad.
This is where Grow My Firm Online model for creating leads is so powerful. We begin by generating high-intent leads, with high reputation sites. We identify searches as being the most effective lead sources. We pool resources among dozens of clients to pay for high-intent key words, and then we drive that traffic to webpages that add a layer of reputation to the client’s search. At this moment, clients are assured we will work to provide them with the best fit lawyer for their type of case. They’re provided relevant well-drafted content and assured a lawyer is the best solution for their problem. Once the client is ready to take action, they must pass through a pre-qualification process. In this step, clients fill out a questionnaire which makes sure they are a good fit for the law firm. They will be asked a series of questions including when did the accident take place, how long have you been out of work, did you suffer injury etc. This pre-qualifying process removes many people who do not have a good case. It also reaffirms our value proposition, creating high intent clients, from reputable sources. If the client has answered the questions satisfactory they become a highly qualified lead for a law firm. The data is transferred to our computer system where it is filtered by more qualifying features. For example, we can then further filter the lead by geographic area, area of practice, age (when appropriate), and by their answers to the questionnaire. This method creates leads that are far more qualified than your standard Chamber of Commerce luncheon leads.
However, the process of creating quality leads doesn’t stop there. Grow My Firm Online only sells exclusive leads. This means that you will be the only one calling that person. This creates for a better experience for all. The lawyer has the best chance of closing the deal, and the client doesn’t receive a multitude of phone calls. Grow My Firm Online also offers a Lead Credit Guarantee. That means that if a lead fails to be a qualified customer (by GMFO guidelines) then we will return that credit to your account, and it can be used towards a better qualified customer. For example: if the consumer was at fault for a car accident, if they already have a lawyer, or if they already settled, you receive credit back. This is part of how we ensure that our customers are getting the most for their ad spend. We provide more qualified clients than a billboard, bus bench, magazine article, or TV commercial ever will. It’s not because we have more eyeballs. It’s because the value of the customers we’re sending to law firms is far higher.
The key to using digital lead generation to enhance your law firm’s productivity is to work with your lead generation partner to optimize your campaigns. Not every client will be a perfect fit for your law firm. In fact, you should expect your rate of conversion to be similar to real-world scenarios. Some customers will be a good fit, and some customers won’t. However, our account representatives will work with you to add high performing campaigns with the type of customer profile that converts well to your account. It’s a process that is evolving as customers go online, and obtain information about legal consultations. When you have a lead generation partner who can fine tune your digital lead generation campaign, then you have a partner that can truly help you grow.