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Lawyers who want to stand out must focus on lead generation, but most attorneys don’t seem interested in the process. According to studies, law firms fail to collect an email address 86% of the time or a phone number 45% of the time, a habit that’s severely affecting their growth.
How Lawyers Can Start Generating Leads in 2022
If you want to start generating leads right away, consult the experts. OnTheMap’s law firm marketing services can help you get more calls and form submissions by using these tips.
Make Your Website a Lead Generating and Visitor Magnet
Competition for clients is fierce, especially in high-traffic areas. What separates you from other law firms is branding, and you can gain a lot of traction if your website looks unique. Before you do anything else, hire a web design agency that can create a professional-looking website.
Unfortunately, your website won’t get far if it isn’t responsive, interactive, or SEO-friendly. A fast site will encourage clients to stay longer, while interactive elements can initially gain attention. Finally, commit to creating content (blogs or videos) that keeps visitors coming back for more.
Understand SEO (Search Engine Optimization), and It’s Power
SEO, or search engine optimization, is the most effective way to attract organic traffic to your website. Although pay-per-click (PPC) ads can provide initial traction, it isn’t sustainable. For this reason, you need to optimize your SEO strategy so it starts working in the background.
From technical SEO and keyword research to on-page SEO and link building, you’ll need to use what you can to target the right clients. If you already have a website with content, conduct an audit. Find out where and how you can inject SEO best practices without upsetting Google.
Use Pay-Per-Click (PPC) Advertising While Waiting for SEO
An SEO-optimized website will eventually generate leads, but “eventually” could mean 6 months to a year. You’ll need to start attracting leads immediately, and you can do that quickly (and cheaply) by using PPC ads, which you’ll only pay for once someone clicks the advertisement.
To make your ads cost-effective, you need to use low competition keywords and test your campaigns. An A/B split test can help you create the best ads that generate the highest ROI. Be sure to link your PPC ads to a landing page that offers more information about your services.
Set Your Clients Up With a 100% Free Consultation or Product
Lawyers are pricey, and your clients may avoid working with one or shopping around because they’re worried about the expense. By offering a free consultation, you’re telling potential clients you’re a trustworthy and honest person while giving them a preview of your legal expertise.
When placing a free consultation form on your website, ask qualifying questions that help you determine the lead’s quality. If you’re uncomfortable providing your services for free, you can create a webinar, eBook, or podcast that describes you and your law practice in more detail.
Start Collecting Client Feedback, Reviews, and Testimonials
There’s a high chance your clients will research you and your law offices before reaching out. If they don’t find any positive reviews (or any reviews whatsoever), they’re going to be suspicious of your services. That’s why you need to start collecting feedback and testimonials early.
While positive feedback provides social proof, they’re also great for local SEO. Law offices thrive on local SEO, as clients are more likely to contact lawyers on the first page of Google. Always ask for a written review or recorded testimonial after a client is happy with your services.