4 Ways to Generate Higher Quality Legal Leads
A recent American Bar Association survey found 52% of law professionals felt that acquiring new client business is the most significant difficulty faced by law firms.
Sure, you may have a steady stream of leads, but are they converting to paying clients? One way to mitigate this challenge is to improve on the quality of leads you’re receiving.
How? Use these 4 tactics to help you optimize your marketing strategies and start producing higher quality leads.
1. Set aside budget to test new channels
Not every marketing channel will yield the best clients for your practice. One way to test new channels and tactics is to run a pilot program first to see how many quality leads it brings in. Maybe you want to test new keywords on Google Ads or try a new publication for print ads.
Start with a small budget for this new channel (typically a few hundred dollars). Test out your new campaign for a month and take note of how it performs.
Pay close attention to key performance indicators (KPIs) like cost-per-click on digital channels (which are notoriously high for legal advertising), and then measure the conversion rates to new clients.
Focus on KPIs that matter most to you and the quality of leads coming through to get a true idea of how impactful this new channel is for your practice. If your new strategy doesn’t work, you’ll know early on and won’t waste money running a fully-fledged campaign just for it to fall flat.
2. A/B test variables in each of your channels
A/B testing is a great way to learn which aspects of your existing marketing tactics are delivering a strong ROI and which can be improved.
You begin an A/B test by isolating one very specific variable in your marketing and testing two different versions side by side. These types of tests are great because they’re relatively low effort and can give you insights almost immediately. Here are four easy steps for running an A/B test yourself:
Select one variable to change. Decide if you want to test the headline in an email or different types of imagery in a brochure. Create two versions that reflect those changes.
Split your audience. Segment your audience in half and launch version A to one half and version B to the other.
Measure relevant metrics. Use metrics like click-through rates and conversions to clients to decide your winner. Software like call tracking can show you which version in your A/B test is bringing in qualified leads.
Implement changes. Based on those results, move forward with the version that’s creating more conversions and generating more leads for your practice.
3. Run client surveys
Surveys are an often overlooked tool but are easy to implement and will give you a pulse on if your marketing strategy is making a tangible impact.
They also give you a chance to gather feedback on your client experience to uncover which marketing touchpoints have the most value in terms of generating the highest quality leads.
Try sending quarterly or yearly surveys to your email database asking which educational content pieces they find most helpful. Or, run a quick survey after appointments that asks clients what influenced their decision to book a consultation with you.
Surveys like these will help you pinpoint which campaigns are directly delivering those high-quality leads who are interested in your legal services.
4. Level up your marketing attribution
The ultimate goal for all of your testing should be to bring in more qualified leads, and you can find out which activities are bringing in the highest quality leads through marketing attribution.
Attribution tools like CallRail’s Call Tracking help you uncover which marketing channels, tactics, campaigns, and ads are driving phone calls to your firm.
Once you know which efforts are driving the most calls, you can amplify those tactics to bring in more inquiries, and steer away from tactics and channels that are not driving the same quality leads or calls.
Want to learn how to improve your marketing ROI?
To take the guesswork out of your marketing and learn more about how to improve your marketing ROI, download CallRail’s new guide, “Is my law firm’s marketing working?”
Or, get started right away with a free 14-day trial of CallRail.
About the Author
CallRail is a leading call tracking platform that helps law firms accelerate growth. It gives you tools to market smarter, drive more quality leads, and turn leads into clients. Call Tracking, Form Tracking, and Conversation Intelligence reveal insights across touchpoints along each client’s journey. Top-ranked on G2, over 175,000 businesses worldwide trust CallRail’s straightforward, powerful call tracking platform to accelerate and sustain growth. For more information, visit www.callrail.com.
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