Law firm marketing has now found a way to attract prospects to their practice without the hard sell.

Just like any business, finding a way to attract a customer to your law firm without coming across as pushy can sometimes seem fairly difficult. As cold calls were often the first step in establishing communication, sharing insight, and developing rapport with a potential prospect, newer marketing strategies have been developed so both service professionals such as law firms as well as traditional businesses, have little need to push boundaries with a potential customer.

What Are Inbound Marketing Leads?

Law firm inbound marketing leads are prospects who indicate they were interested in learning more about your legal services. While that sounds typical of just about any lead, inbound marketing leads differ, because the prospect found your law firm on their own, which often happens through the content you provide, such as blog posts, eBooks, white papers, podcasts, and more.

These leads already took the first step, raised their hand and said, “Hey I’m interested in learning more.” This qualifying step establishes a much higher likelihood of procuring the prospect as a client.

From here, your law firm can make contact either by phone, email, or through targeted marketing to continue the conversation with your inbound lead. And, since they reached out to you first, further communication is no longer invasive or with a “sales” mindset. Instead you are now able to do what you do best, which is help your prospect resolve their legal matter.

Inbound leads are so powerful for your law firm marketing plan because you have also learned a great deal about your prospect before even speaking with them. You are able to personalize and tailor the conversation and what happens next.

How Important Is Inbound Marketing Lead Generation for your Law Firm?

  • How important is it for your law firm to attract as many qualified prospects as possible?
  • How important is it to find prospects genuinely looking for help?

I would imagine that’s high on any law firm’s list of goals for improving their revenue base. Inbound lead generation warms visitors up to your practice from the start and leads them down a path you ultimately control which is much more likely to result in acquiring a new client. And since your customer is starting the relationship it’s much more likely they will buy.

Many law firms struggle with lead generation because they rely on outdated marketing and advertising strategies that either reach a very limited audience, are extremely expensive to implement, or are too broad, not focused on their ideal target client type. While these methods generate some interest, the likelihood of visitors taking action is far less than through Inbound lead generation.

How To Qualify Legal inbound Leads

It’s important to understand how you might qualify a visitor to your site as an inbound lead for your law firm. Not all leads are created equal and developing criteria to help your firm evaluate which prospects are great leads is critical for your practice. When working with inbound leads, we’ve already established that they came to you on their own volition. And, this was the result of collecting some of their relevant contact information.

Lead information can come in many forms and ultimately that depends on the information you choose to collect, where you choose to collect it. For example, a prospect might fill out a form in order to download an eBook your firm has created to help guide someone through the proper steps planning for divorce. Another prospect might fill out a general contact form, subscribe to your blog, request a consultation, or any other number of potential actions which require them to provide information you can then use to evaluate their needs further and deliver a targeted response.

Not only is the information shared with your law firm in each of these scenarios unique, but it may also mean that certain inbound prospects make better candidates for clients than others. Someone taking the time to provide their information in exchange for an eBook is much more likely to be a high quality lead, than another visitor who fills out a general contact form and asks a question, or a visitor who signs up for your newsletter or blog.

Consider the different ways in which you collect information on your website and how to utilize each one to paint a better picture about the prospect’s needs. If someone is requesting a consultation regarding their case, you will want to collect a considerable amount more information than if they are subscribing to a blog or newsletter.

Always make sure your firm’s information request is appropriate for whats being given in return. A consultation request or eBook download should be able to collect significantly more information from the prospect than if they are only interested in subscribing to a newsletter.

How Inbound Marketing Lead Generation Works

There are a few elements that allow inbound marketing to work as effortlessly as it does. Most inbound lead generation efforts include the following criteria.

First, once you have done your best to drive relevant traffic to your website, the process of inbound lead generation begins with creating offers which hold value to your potential prospects. From here, with a few well positioned Call-to-Actions (CTAs) you can begin pushing your visitors towards landing pages where they will exchange their information to redeem whatever it is you are offering.

Well-constructed product or service landing pages are built with a singular purpose, i.e. to facilitate a purchase, a download, scheduling a meeting, and more. These pages have a dual purpose. First, they allow you to capture lead information from your prospects. Second they allow your lead to receive something in return for their effort and their information, whether it is an eBook, a consultation, free advice, etc.

Once your law firm has developed a proper inbound lead generation strategy and sequence, bringing in quality leads becomes much easier and much more methodical over time.

Wrap Up

This guide should serve as a basic overview to help your law firm develop inbound marketing lead generation properly through your website. But, this is just a start. Developing high-converting landing pages, is somewhat of an art form and requires a great deal of expertise. Lead generation is also one component of a much larger inbound marketing strategy. Before even thinking about producing quality leads, you must also consider how you are generating traffic to your website and if your firm appeals to the right audience.

We encourage you to learn more about Legal marketing challenges that are common among many law firms making the transition from traditional marketing to the digital sphere. Download our free eBook to learn more about the 7 Key Legal Marketing Challenges to avoid.

Gerald D. Vinci

Gerald D. Vinci

Gerald D. Vinci is a Small Business Consultant and Strategic Branding Specialist. He calls Monterey, CA home and is a life-long musician who spends his free time writing, composing, and producing music. He has also co-authored two books, and is working on his own upcoming book titled, “Small Business Pricing Mastery – Creating effective pricing and defining value for today’s products and services.”

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