Attorney Lead Generation Important Points To Consider

Client acquisition is at the core of professional success for law firms and attorneys.

As all experienced lawyers know, law firms that thrive are those that are able to keep clients streaming through their doors – and lead generation for lawyers is a critical part of this.

While prospecting for clients used to be a largely physical and analog affair, the coming of the internet has pushed this activity online, and made it even more competitive in many ways.

But thankfully, law firms that understand how to attract, engage, and convert potential clients on the internet are likely to perform very well.

Today, a whopping 96% of people use search engines to find legal advice online, and roughly 74% of these eventually visit a law firm website to turn their intent into action.

When you consider that over 3.4 billion people are constantly browsing their way across the internet day and night, you can see how big this opportunity is.

There are numerous tactics that law firms can employ to create a steady flow of qualified prospects who are looking for the services that your law firm provides.

All of these tactics are underscored by lead generation tactics for law firms.

How do these tactics work?

What kind of results do they provide? And is there any way that attorneys can cut right to the chase to secure a reliable pipeline of paying clients?

Here’s all you should know.

What is lead generation for lawyers?

Lead generation for lawyers is the process through which law firms and attorneys source, attract, and usher potential new clients into their sales funnel.

In simple terms, it’s how you go about ensuring that your business has a steady stream of new people inquiring about your services, and indicating an intention to hire your law firm to represent them.

While the goal of lead generation is to secure a never-ending supply of fresh leads, the specifics of the process may vary for different attorneys.

For instance, law firms define what they regard as a “lead” differently. Generally, a lead is a potential new client or a prospect that a law firm believes may be interested in their legal services.

Certain law firms expand this to include anyone who is simply interested in finding information on their website or using the resources they have provided.

Others are more specific, and define leads in terms of prospective clients that want to hire the law firm for a specific purpose.

No matter how you define leads, the goal is simple – to get people with preferably high “buyer intent” into your sales funnel so you can turn them into paying clients. Here’s an example of how a sales funnel works:

Awareness: Someone searching for information about “property division in Nebraska” or “divorce attorneys in New York” discovers your law firm through any of various channels we will discuss below.

Interest: They click on your marketing content or a link to your website and find the information they need.

Decision: The information they find is so valuable or relevant that they decide they’ve found everything they require.

Action: They take whatever action it is that you want them to do, whether that’s scheduling a consultation with your law firm, or contacting you for further help.

Lead generation aims to bring an uninterrupted flow of prospects into the awareness stage of the funnel, and possibly drive them through the other stages until they take the action you want.

Next up are the strategies and channels through which lead generation for lawyers is carried out.

What are the top strategies for attorney lead generation?

Now that you understand what lead generation for lawyers does, here are the top strategies law firms implement to get prospects streaming through their doors:

Search Engine Optimization (SEO):

SEO is at the core of most attorney lead generation strategies. It basically includes those strategies involved in improving a law firm’s website so it ranks favorably on search engines.

Obviously, SEO starts with having a good website that is engaging, attractive, and easy to navigate.

Here are a few aspects of SEO that attorneys focus on to improve lead generation:

Fast and responsive web design.

Your web visitors not only expect to see a quality, engaging website, they expect it to be lightning fast as well.

Mobile-friendly format. Internet users are increasingly searching for online services using mobile, and to underscore what they expect, 48% say any business that fails to optimize for mobile simply displays how little it cares for potential customers.

Well-placed calls to action (CTAs). Remember that the goal of the sales funnel is to usher prospects towards the point where they take an action? Including highly-relevant and strategically-placed CTAs is critical to this.

There are several other aspects of SEO that attorneys also implement, including local SEO, content quality, page linking, schema markup, and more.

As a result, implementing SEO can take a long time, often running into months.

But the good news is the results last the longest of any lead generation strategy, and can keep leads piling into your business for years to come.

Pay per click (PPC) advertising :

For attorneys that want to drive lead generation results now, PPC provides a quick and relatively painless way to immediately attract new leads.

It works by placing ads on strategic platforms where you know your potential clients are likely to be.

Examples of PPC strategies include leveraging on Facebook Ads, Google Ads, YouTube Ads, LinkedIn Sponsored Content, Twitter Promoted Content, and so much more.

The goal of PPC is to drive results now.

Therefore, the process involves law firms placing bids on specific keywords that are likely to drive buyer intent. An example of these keywords is “mesothelioma lawyer in Texas), which is still regarded as one of the most expensive keywords in recent memory, costing a princely sum of $400 per click.

Yes, you pay a specific amount for every click that the ad attracts. But the good news is most keywords are more reasonably-priced than the mesothelioma hook. You may pay mere cents to just a few dollars for each keyword.

Inbound marketing:

Inbound marketing is another popular attorney lead generation strategy that also happens to be a favorite amongst marketers.

Simply put, inbound marketing aims to drive organic traffic to your website using content that is highly relevant, valuable, and targeted to those who need it most.

In content marketing circles, they say “content is king”, and this is true for inbound marketing as well.

Law firms that use an inbound marketing strategy put considerable efforts into creating long-form content that answers the most complex questions that readers want answered and provides a solid platform to convert leads who want more.

Just how long is long-form content? Statistics indicate that the average content length of the top ten results on Google’s first page is a minimum of 2,000 words. And if you have ready any of the excellent long-form articles that law firms like Work Lawyers California post, you’ll see that this can be even longer.

Apart from these three, other lead generation strategies that law firms implement include social proof and use of lead magnets. Social proof aims to showcase how successful the law firm has been with previous clients through reviews, testimonials, and case results, while lead magnets attract leads with initiatives like free consultation, free legal resources, and flexible fee arrangements.

Why do attorney lead generation by yourself?

Even though we have only included the top lead generation strategies here, it should already be obvious that these tactics are time and resource-intensive. If you have to pay $400 a pop for a single click from a possibly interested prospect, how much would you exhaust in a single week’s ad campaign? Or how many 2,000-word articles do you think you can churn out on in a month, taking your busy schedule into consideration?

Concerns such as this are what drives certain law firms and attorneys to seek alternative ways to keep lead generation up, and still maximize their time doing what they do best – providing quality legal services to those who need it. One way to do this is to secure the services of a law firm marketing agency who can take over these tasks and execute them on your behalf.

But if you want a steady flow of highly-qualified leads that immediately adds to your bottom line, pay per lead (PPL) services present a perfect compromise that you can leverage to supercharge your client acquisition efforts. With the assistance of PPL agencies like Executive Ads Agency, you can rapidly and consistently secure exclusive real-time form leads and transfer calls for your practice areas.

Whether what you require is a steady stream of personal injury leads, Auto accident leads, or workers compensation leads from anyone of the other industries we serve, we can provide the high quality leads you require.

To demonstrate the quality of our service, and our commitment to improving the lead generation efforts of your law firm, we are one only a few agencies that give attorneys a 90-second window to disqualify a lead on a live transfer.

This means if you believe the client is not a good lead for your agency within 90 minutes into the call, you can advise them approach another firm and you don’t have to pay for that lead.

If you would like to learn more about our services and how we help law firms improve their attorney lead generation efforts, please contact Exclusive Leads Agency today.

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