5 Steps To Generate Legal Enquires in 2021
Law firms tend to focus on acquiring traffic to a website and this is where marketing budgets are usually spent. Yet, making the most of that traffic they acquire is a much smarter marketing strategy.
Firstly, it does not require a huge on-going budgets to generate enquires through your website. In most cases, on-site tactics are either free or much less expensive than trying to drive new clicks from outside. All you will definitely need is time.
Secondly, investing in generating and nurturing leads allows you to understand your target audience better and accumulate your own data, which will help your marketing strategy in the long run.
Here Are 5 Steps To Generate Legal Enquires In 2021
1. Create More Engaging Landing Pages
Are you peeking into your audience interest in your content? Does it catch their eye in five seconds or less? Headlines are important in online content as they are the main driver to hook your readers straight away.
Email newsletters, blog posts and social media posts need to make an impression in those initial seconds or your reader will just keep skimming. As there is an array of content they have to choose from, all the stimulation and distractions. Without a catchy headline, you will struggle to captivate your audience.
While headlines are what make your landing page stand out, social proof is what persuades visitors to act and to help generate legal leads. Customer reviews for example should showcase how your customers or partners have benefited from working with your firm. What exactly did they love about your legal product or service?
2. Build Sustainable Customer Relationships
It is very important to generate legal leads for your firm, but also to sustain customer relationships. Unless you have a well-defined customer relationship management system and marketing automation platform, your firms will struggle to keep track of all the online enquires acquired.
Ideally the moment a new legal lead comes in, your team needs to start developing on-going relationships with them. Otherwise, you will lose those leads, which are so hard to get!
Investing in a customer relationship building software is almost always a good idea here. You may think that your sales team will be able to handle it manually, but you will really see the difference when you empower them with a solid tool.
For each lead out there, you know exactly:
- How and when a lead was acquired
- How many touch-points were there (and when)
- Which touchpoint are still coming (and when)
- Which sales managers were in touch with that lead so far
On top of that, you will have a detailed customer profile (the company they work for, their budget, their contact information, etc.)
3. Create And Market More Video Content
Videos have long been found major conversion boosters, and they are only becoming more effective. In today’s market more and more users are turning to content that they no longer have to spend time reading such as newsletters and blogs.
Our 7 ket tips to creating video content are:
- Have a simple video SEO strategy,
- Make it clear what the video is about,
- Use social proof,
- Optimise video for conversions,
- Choose your distribution outlets,
- Maximise the reach and impact of your videos,
- Analyse your video performance.
4. Match Content To Customers’ Expectations
Creating your firm’s website so that attracts already pre-qualified leads is key to lead generation success, especially when it comes to organic search traffic.
Users searching for a particular legal service or product that you offer needs to be displayed in a format that prompts them to take action.
For example, if they are searching for [legal firm london], they are looking for a particular services they need help with, i.e. legal aid and therefore a sale. While if they search for [what are the best law firm software], they are likely to be at the very start of their research. They still need answers, but potentially this could be turned into a sale, therefore having content to fit this could be beneficial.
5. Customise Returning Users’ Experience
Finally some legal firms tend to get obsessed over attracting new visitors to their sites while in many circumstances returning visitors are often neglected, which in 2020 needs to change as those who return are generally likelier to convert into leads or customers. Historically returning visitors have always converted better. A recent study in 2017 by Barilliance published a research study claiming that conversion rate of returning visitors were almost twice higher than that of new site visitors.
Developing a strategy how to retarget and reengage with returning users means customising your firms website so that a users experience based on their past interactions with the site. For example, if there was a dedicated campaign they arrived at your website from such as PPC or social media, and they are returning on Facebook and one of your leads came to your firm’s website twice as a result of it, it is very likely that that person came back for what they initially saw in the ad. So, customising your CTAs to match that old campaign is key.
This increases your chances to catch their attention and finally get them to convert.
Hope you were able to learn some tips on how to generate legal enquires for the above points. If you have any questions check out the blog at local-affiliate-guy.com