In today’s competitive legal landscape, generating enquiries for your firm is only the first step. Converting those enquiries into profitable work is the true challenge. To thrive in a service industry, you need a well-thought-out strategy to maximise conversions and make sure you are not missing out on work. In this article, we’ll explore some effective tactics that can help your firm turn more enquiries into billable work. Your enquiries may come from a number of different avenues – including web enquiries, phone calls, via social media advertising or messaging, from referrals or from customers walking into your office. Make sure you have a process in place for each of these scenarios as well as the appropriate technology to support your efforts.
Develop a Responsive and Informative Website
Your website is often the first point of contact for potential clients and therefore an incredibly important tool for generating enquiries. It needs to be responsive, mobile-friendly, and easy to navigate. You don’t want to ruin your first impression because of an easily avoided problem, like your website failing to load. The next step is to make sure that the content on your website is of value. Blog posts that answer common legal questions are a great example. They will not only draw people to your website in the first place but showcase your expertise and build trust for your brand in your target audience.
Once your website is up-to-date, it’s vital to make it clear how visitors can reach out to you. All your work will be for nothing if you don’t provide a means for potential clients to contact you. At a minimum, your website should list your contact details, but you can always consider adding features like a live chat for real-time assistance. Finally, make sure there is a robust process in place for dealing with web forms and chats so that these enquiries do not fall by the wayside.
Use your CRM and Case Management System effectively
Your firm will likely already be using a Case Management System (CMS) but we recommend investing in a Customer Relationship Management (CRM) system if you don’t already have one. A CRM will allow you to manage your prospect information effectively. You can keep track of enquiries, schedule follow-ups, and send automated responses, ensuring no lead falls through the cracks. Your CMS may already allow you to do some of this. The important thing is that you’re making the most of these tools, as tracking your prospects and how engaged they are is an important part of generating conversions.
Prompt and Personal Responses
Speed is of the essence when it comes to responding to enquiries. Research shows that the sooner you reply, the higher the chances of conversion. That doesn’t mean an auto-reply is enough to convert enquiries to clients. Ensure that your initial response is personalised and addresses their specific inquiry. Showing genuine interest in the client’s needs and provide them with a clear plan for how you can help. Leads are frequently lost when a genuine and personal response is not received.
Build Trust Through Content
Content marketing can be a powerful tool for building trust and credibility with potential clients. By regularly publishing informative, relevant articles, case studies, and legal updates on your law firm’s website and social media platforms, you demonstrate your collective expertise and ability to address clients’ concerns effectively.
Aim to provide valuable insights and education rather than overt self-promotion. Content that answers clients’ burning questions and explains key concepts in a straightforward manner can position your firm as trusted advisors. Choose topics strategically based on search volume and client interests. Once you have your subject matter, write your content in a Search Engine Optimised (SEO) format. SEO helps people find your website, and in turn helps you with generating enquiries.
Offer Free Consultations
Providing a free initial consultation can be an excellent way to build rapport and show potential clients your commitment to their case. Use this opportunity to showcase your legal expertise and to address their concerns. Be clear about your billing structure and what they can expect in terms of fees going forward. Being able to demonstrate value is key in a price-sensitive market.
Showcase Client Testimonials and Case Studies
Positive testimonials and case studies from previous clients can help build credibility and trust. Highlight successful cases similar to those of potential clients and share the stories of satisfied clients who have benefited from your services. This social proof can be used for generating enquiries and then be a persuasive factor in converting them into work.
Transparent Pricing and Payment Options
Legal services can be costly, and potential clients often appreciate transparency regarding fees and payment options. Make sure your pricing structure is clear and that you offer flexible payment options where possible. This can remove a significant barrier to conversion.
Leverage Social Proof and Reviews
Online reviews and ratings can heavily influence a potential client’s decision. Encourage satisfied clients to leave positive reviews on platforms like Review Solicitors, Trustpilot, Google My Business, Yelp, or your website. Respond to all reviews, positive or negative, to show your commitment to client satisfaction.
Network and Build Referral Relationships
Collaborating with other professionals in the legal industry and related fields is a smart way to build a strong network of referral sources. Take the time to establish genuine connections with complementary providers like accountants, financial advisors, estate agents and even other lawyers.
Get to know them personally and professionally. Understand their services, clients, and common issues thoroughly. When they gain familiarity and trust in your expertise, other professionals will be more apt to refer appropriate clients to you. Likewise, don’t hesitate to ask them specifically if they have any clients in need of your services. A steady stream of reciprocal referrals can be generated by cultivating close relationships with those in your network.
Monitor and Optimize
Regularly monitor the performance of your conversion strategies so you know what works. Analyse data on the sources of your enquiries, conversion rates, and the most effective conversion methods. Use this information to continuously refine and optimise your approach.
Generating and Converting Enquiries
Converting enquiries into work for your UK law firm requires a combination of responsive communication, trust-building, and strategic marketing efforts. By investing in a user-friendly website, a robust lead management system, and clear communication practices, you can significantly enhance your conversion rates. Remember, successful conversion is not just about acquiring new clients but also about building long-lasting, profitable relationships with them.
Building a relationship from prospect to first-time customer to a loyal client is an evergreen task based on good communication. We discuss communication tactics that build those relationships regularly in our newsletter. It’s a once-a-week actionable advice specifically to help professional service firms grow their business.