US Law Firm Management and Lead Generation
For you to be able to grow your business online, you need a good marketing team. It is not unusual for lawyers, especially first-time business owners, to have no idea how to market their law office. Without the right people having the necessary marketing skills, you are likely not getting the most out of your marketing budget. And this is where a reliable business consultant can help.
An experienced legal systems expert can help evaluate marketing campaigns vis-a-vis your business goals. With all of the new marketing campaigns and tactics out there, you must know which ones will match your business needs. To be able to connect with clients, it is advisable to improve your credibility and online reputation. If you get more of your target audience to start calling or messaging, then your marketing efforts won’t go to waste.
Another critical aspect of effective marketing is maximizing all your lead generation tools. First, a question: What are some of the most popular lead generation tools you can think of? I’ll list a few I can think of:
- Direct Mail
- Television
- Radio
- Newspaper/Magazine
- Pay Per Click
However, for you to benefit from these, you need a good marketing team. You need someone who knows the twists and turns of marketing, advertising, and US law firm management.
Marketing Tools, Advertising Techniques, and the Evolving World
On the island of entrepreneurial attorneys, we teach direct response advertising. That means we believe our goal is to achieve a trackable response to an ad, first and foremost. If that’s the case, each of these ads will have the following ingredients:
- A headline
- Copy that tells the firm’s “why” and Unique Competitive Advantage
- Features and benefits
- A trackable call to action
I could teach a two-day course on these topics alone, but alas, there’s not enough space nor time. What I would like to unpack is the concept of a trackable call to action. But what is a call to action?
Defined in direct response, this is the action you desire your prospect to take to become an actual “Lead” in the Perfect Client Life Cycle. And, when asking candidates to take action, it’s best to provide them with multiple ways to connect with you.
Here are some examples of a call to action:
- Call this number today
- Chat with us live
- Fill out this form
- Click on this button
- Text this code to this number
- Fax back this form
- E-mail us at
- Mail this response card back
- Go to this website
Web Marketing and Making the Most Out of Calls to Action
Again, there are hours and hours of lessons to be taught on the topics above, but in this article, we will focus on the CTA “Go to this website.” In nearly every advertising example I see attorneys use, they list their website or an e-mail address that contains their website. Yet, when you arrive at the website, it’s often not congruent with the advertisement. In marketing, this is the kiss of death. We’ve just lost the prospect's trust, even if just for a little bit. If they go to your website after seeing an ad for divorce but do not see what they are looking for, they no longer feel special. They think, “You’re just like every other lawyer.”
If we can assume that all advertising will likely highlight a web address (URL), and we can assume that if the advertisement isn’t congruent with the content on the website, then we risk losing that traffic as unconverted traffic. Now, what is the solution? The answer is to use a landing page. Preferably a landing page that has a unique URL that both speaks to the advertisement and is trackable.
Reach Your Business Goals With the Help of Landing Pages
Which would you prefer, a 5% return or a 40% return on your money? Landing pages that are specific to an advertising campaign can significantly increase conversion. Websites, like the ones most attorneys have, convert at 4-5%, tops. Ours is at 40%.
Because the topic is so important, we invested the excellent part of a day at one Partners Club event talking about the why and the how and then doing a workshop using poster board. The outputs closely match the landing page template we gave them to work from.
The PC members were instructed to create a welcome video (also called a social handshake). We then played every video and reviewed every landing page, and we dissected what was right and wrong along the way. It was a compelling session, jam-packed with quality lessons. This topic is that important to us, and it should be that important to you too.
Marketing Methods That Will Build Your Law Firm
For you to keep up with the fastest growing marketing trends today, your firm must have clear marketing objectives. Remember that no single marketing tool is most effective, and other marketing plans that work for one firm may not work for another. And this is where consulting and marketing professionals can help.
You do not need to build a landing page yourself. What I prefer is you hire a vendor to do it for you. Most online marketers are now pulling away from using landing pages, but I believe this is a mistake. Landing pages are an essential cog in the Lead Generation Machine, and until the numbers prove otherwise, they are my gold standard for driving inbound web traffic online.
However, keep in mind that they are not a replacement for a traditional website, and this is NOT an either/or conversation. This IS a both/and conversation. You need a traditional website to make Google and other search engines happy, and you need a landing page for your advertising funnels. But don’t take my word for it. Try it, see if you can prove me wrong. It’ll make a believer out of you, I promise.
If you want to have your best month ever, contact our legal management consultant Richard James or schedule a 1-on-1 consulting today.
