Marketing for law firms is multifaceted operation that has to take into account the many different ways that organizations like yours actually operate. A number of strategies can be employed when developing ways to connect with new clients and to encourage contact from potential customers. Lead generation strategies are used to transform a curious browser into someone who actively desires to speak with a legal professional about relevant services. To a large extent, all businesses and organizations are interested in generating an increasing number of leads; this is how businesses grow and thrive. However, a law firm is not just any business; this means that cultivating leads has to be approached in a different, more precise way.
How Does a Lead Relate to a Law Firm?
The generation of leads with regards to law firms is actually a little different than lead generation for other organizations. Though the same fundamental principle applies – that window shoppers can be transformed into actively engaged customers – law firms have a rather different relationship with their clients than retail outlets have to their customers.
A potential client might approach a law firm for several different reasons. For instance, a potential client might:
- Actively desire representation within the legal system
- Require mediation services or arbitration
- Wish for assistance creating a will, advance directive, or appointing a medical decision maker
- Want to know more about the legal channels that will help them achieve a particular goal
- Have questions about the formation of a trust
- Want to know how certain municipal, state, or federal laws impact their family
Working with a marketing agency that understands the complex nature of the work performed by legal firms is essential when developing strategies that generate quality leads. For Law Firms Only has worked with law firms that provide all kinds of different services, so we have an insight into this particular industry that many other agencies simply do not.
How Can Leads Be Generated?
There are two primary forms of leads and each is handled differently. A sales lead is a targeted approach that matches potential customers with service providers. This match is based on demographic data and other relevant information. These are not typically used by attorneys.
Marketing leads, on the other hand, are closely tied to your law firm’s overall visibility. These leads are cultivated by informing people of what your agency does and how you can help them. Once a potential client recognizes the value of the work you do, they can take steps to contact your organization.
Each level of a lead-oriented marketing campaign should funnel customers towards your organization. Generally, this includes a degree of interaction with your website. This is why it is so essential to have a well-designed, value-rich website that provides potential clients with everything they need to make an informed decision about their legal options and about you as an organization.
Building Better Leads
We can create content that is optimized to cultivate marketing leads through the deployment of information that directly relates to the people you serve. Our experience makes us uniquely qualified to assist law firms with the development of their practice. Contact us today to begin cultivate stronger leads.
Edward Kundahl, Ph.D., M.B.A.