It’s no secret that consumers are using technology for all aspects of their lives, from grocery shopping to researching businesses that pique their interest. It should come as no surprise then that when seeking legal counsel, consumers are also turning to their devices. 76% of adults who have looked to hire an attorney in the past year used online resources at some point in the process (LexisNexis).
As we move towards the beginning of a new year, it’s time to take stock of how your firm needs to be accommodating to new consumer standards. Here are 5 ways you can capture law firm leads in 2021:
1. Have a Fast Website
1 in 4 consumers abandon websites that take longer than 4 seconds to load; what’s more, 46% of people wouldn’t return to a poorly performing website (WebsiteBuilderExpert). Ouch! This is the one time Tom Cruise’s “I feel the need, a need for speed” quote comes in handy.
What these numbers tell us is that slow websites deter potential clients, and therefore affect your bottom line. The longer it takes your website to load, the higher your bounce rate (the percentage of people that “bounce” back to the search page after visiting your website).
The 2-3 second loading speed mark is generally accepted by most, so try to stick to this timeframe if possible. Not sure of your website speed? Try out these speed test websites:
2. Create Video Content
87% of consumers said they wanted to see more videos from brands in the next year (HubSpot). This isn’t exactly a shocking statistic, especially as quarantine has limited business interactions to mainly virtual settings. (This also creates the perfect opportunity to attract lawyer leads!)
A few of our favorite videos include:
The rise of video marketing can be attributed to the decline of reading captions – consumers are instead looking for visual representations of their potential experience with your product or service. But don’t think this means that you must have high-quality production or a celebrity endorsement, as quarantine entertainment has forced many shows to do Zoom interviews or smaller versions of favorite shows – thus expanding consumers’ viewpoint to lower quality production with still high quality people.
3. Work with a Marketing Agency
The easiest way to incorporate lead generation is to work with an agency that specializes in this type of business support. Maybe this is why 47% of lawyers attest to increasing marketing spend as the best ROI for developing new business (Practice Alchemy). Not only does an agency take the pressure off your team, it also allows you to really hone in on your business goals with experts that can help you reach them.
Our team has experience working successfully with several law firms over the years, generating millions in revenue and dozens of court cases with our attorney leads.
4. Get Active on Social Media
Think lawyers shouldn’t be on social media? Think again:
The American Bar Association found that 35% of lawyers who use social media professionally have been able to gain new clients as a result. Additionally, 49% of respondents in an Attorney at Work survey have also been able to get new clients through social media.
Approach social media as a way to establish thought leadership; you can highlight case statistics, employee specialties and advice for anyone looking to pursue a case. One of the most effective pieces of content for any firm is something that humanizes your firm, such as a meet the team video or post series. Putting a face to the name helps consumers visualize their experience with you.
A few of our favorite social media posts from law firms include:
Make sure to target the platforms your target audience is using the most, whether that’s Facebook, LinkedIn, or maybe even Instagram.
5. Show Your Value
Your online presence should answer the following questions:
- Why should I be doing business with you?
- Why should I trust you?
- How are you different from other law firms?
If you can’t find these answers on your firm’s website or social media content, then neither will your audience. These can appear in the form of videos, website banners, or even a cover photo! Some of our favorite value propositions include:
Another way to show value is by crafting targeted blog posts or highlighting other industry leader’s content. Sharing information that your target audience finds valuable, in turn, makes your firm valuable.
Still not sure how to best generate leads for your law firm?