In the previous post, we talked about ways to streamline your lead generation. However, new leads don’t automatically translate to income; you must now perfect your methods for converting leads into paid clients.
Besides actually practicing law, lead conversion is one of the most important tasks your firm will undertake. Without it, your business cannot grow. Once you've generated a new lead, you must then guide that person through a step-by-step process that includes:
- Making an appointment to come to the office;
- Keeping that appointment; and
- Becoming a paid client.
This process is by no means automatic, so let me offer some tips that should help you establish an effective conversion strategy.
Provide an Incentive
Other than the lead’s inherent need for legal services, what incentives will you offer to encourage a visit your office, as opposed to someone else’s? Many attorneys offer a free initial consultation; additional ideas might include promotional giveaways or a copy of your latest book. Be creative.
Keep the Lead Engaged
Once you’ve obtained an appointment, the next step is to keep communications open with that person until the actual appointment. Reinforce the appointment with a phone or email reminder, send a preliminary form or survey as “homework,” or mail a welcome package. Create a process that reflects your firm’s personality.
Track and Tweak Your Results
Are your conversion strategies translating to new customers? If not, what can you do to tweak the process? Mystery shoppers and client surveys can both be helpful to tweak everything from the welcome experience to the look, feel and smell of the office.
I talk more about effective lead conversion strategies in my e-book The DNA of the Autonomous Attorney.