Effective Sales Funnel Management of Lawyers and Law Firms

Effective Sales Funnel Management of Lawyers and Law Firms

The way lawyers and law firms have historically advertised themselves has often followed a similar strategy:

  • Business cards would be dished out.
  • There would be a website.
  • Some investments might be made in listings and advertising.
  • Referrals would form a significant part of the sales funnel.

However, we now live in the modern age, where smartphones and web surfing are part of everyday life for most individuals, a whole host of new lead generation opportunities have opened up.


So, how can a law firm take advantage of internet marketing and the opportunities it provides successfully?

A Website that Performs for You

The first move is to look at how you are using your website at the moment. It needs to be something more than just a glorified online brochure to make it work for you. The website must have an inbuilt mechanism that gathers and directs any new visitors into and beyond your sales funnel.

That means putting measures in place that would allow tourists to share their contact information with you, so they are transformed into a lead from an unknown, which you can then cultivate before the day comes that they need a lawyer.

What do you offer?

On your website, another pit that you might fall into is to list the services you provide but never explain what you actually do. From the perspective of a prospective client, think about your services. If they are to become a customer, you need to explain what you do, how you do it, and how it could help them.

Calling on a professional copywriter’s services here is generally smart since they would be able to help you articulate yourself convincingly and understandably.

There is a tendency for copying to be very wordy and jargon-heavy due to the legal field’s nature, but that’s a big no-no, particularly for a website. So, if you need it, seek advice and guarantee that your website is as good as it can be.

Consider hiring a content marketing strategist who would streamline your processes and create a comprehensive, interesting, and important website for your target customers. They will also assist you, based on your particular business objectives, to put together a plan.

For a law firm, sales funnel growth.

You need to start the process, as with any business in any industry, by defining:

A representation of your main customer forms, your buyer personas

Your buyer journey will go through the various stages of potential prospects, from beginning to end,

“Start with one piece of content that acts and draws people in as your” lead magnet. To most of the website users, it should be beneficial and of importance.

If you are a one-man-band, pick one issue to concentrate on and write a solid piece of content intended for those in that field needing legal advice. Just be careful not to provide real legal advice. Keep it informative.

Strong storytelling has art, and that’s what you need-good, entertaining copy. If you can’t do it on your own, then get someone who can do it.

To get your points across, one direction to take is to present some imaginary stories or adapt real ones slightly. You may also compile a report on planning for a specific scenario and what to expect for customers.

If you want to keep the material more generic, for instance, then prepare something along the lines of:

“What to do if you want to sue and if you get sued, what to do.”

“How to stop arguing about your estate with your descendants.”

The Method of Sales

Let’s now take a closer look at the sales to funnel that potential buyers will pass through and what you can do to optimize the opportunities.

Web Traffic Drive

It all starts with the sales funnel at the top, where you need to push traffic to your website. Your objective should be to draw a particular crowd, using targeted behavior that will cater to them. For example, consider using a mix of channels such as local media advertisements, PPC and/or native advertising, PR, creating follow-up social media, or experimenting with Facebook ads.

Top tip: Don’t just give your homepage traffic. Alternatively, create different landing pages, where individuals who click a connection can go through. You can direct them in that way and handle the exact messaging they see (or you might even try customizing the website)

Create a database with leads

In return for downloading a piece of content you have prepared, the next thing to do is get visitors to ‘convert’ into leads by convincing them to share their contact information with you (usually beginning with their email address).

If you are a customer of Lead Forensics, then you do not even have to wait for this move, as you will be able to see the companies have been on your site thanks to your app, looking at what, for how long, and when, even if they never convert. Our vast database will then link you with the right people at any organization that has visited your website.


It would be helpful for you if you keep in touch with the ones who downloaded your content. Have a method of follow-up planned and ready for action. This should involve sending out, with further detail, an immediate (automated) email.

At set intervals, then continue sending emails. Keep the material interesting and educational, and in all of these emails, always stop trying to ‘sell. Your target clients might already know that you’re a law firm and what kind of services you have. If you inspire them with your content and give a good impression of your firm and what benefits they’ll have if they work with you, then they will come back to you when they have a need.

Add additional content to add additional content.

Always consider additional content that you can sell, and start building up your library of content. Bear in mind; the content doesn’t have to be just a written word. It can be a video, webinars, showing a slide, infographics, guides on how-to, white papers … the list goes on.

Segment your leads into organizations

Now that your lead database is growing, you need to ensure that you get enough data from your leads to segment them into separate groups-hot leads, hot leads, and cold leads.

The trick is to recognize that the more you can segment your lead list and deliver highly tailored content to them (as they’re not all the same!), the more successful you’re going to be. At different times, they may want different information, and all kinds of other variables will impact the type of information they will be interested in.

The management of inquiries

Have a straightforward procedure set out when you actually get a call or email from someone with an inquiry. Start by scripting what the person will be told by a receptionist or what the initial email response will be.

Asking for more information on a form is a good way to assess the seriousness of an investigation. Try to find out more details on what they need help with. However, stop making it too long or too difficult, and don’t ask too much about it. Just keep it informative and light, which will help you with a clear idea of how serious they are. This can be your segmentation criteria to discover severe or not-so-serious leads as you track your development.

It is important to follow up on any sales call, no matter what the result was. Unless they unsubscribe or ask you not to contact them, continue the relationship with the person.

Consultation for free

Providing the first consultation as free is a mechanic that law firms frequently use. If you try this, then clarify to the person exactly what they should expect is coming. Yeah, your target during the meeting should be to reassure them that they need to hire you, but you must provide enough value to them during the session. When they pay you, they need to know they can get even more.

What it is like to collaborate with you

For every law firm, another fantastic piece of material is planning a paper that explains what it’s like to work for you. Many people have lawyer concerns; they might be afraid you will be costly and all kinds of other problems. With a piece of content that describes precisely how it all works and what to expect, put them at ease.

For those leads in the middle to the lower stages of the funnel, you can use this text—I.e., leaders who desire to explore their options and are distracted.

Look for up-selling and cross-selling opportunities.

As a lawyer, you would benefit greatly from designing your sales and marketing tool kit, an efficient upselling or cross-selling process. This basically means you have looked at ways to build opportunities to stay customers or become one again for current and past customers.

If you start on your own, then automate the entire process as much as you can—top tip for solo lawyers. Concentrate on having to follow up on ‘X’ number of positive leads each week. You can get a feel for what works and what doesn’t over time.

Control of the Funnel

Just keep the whole process very quick, if you prefer. To convert your web traffic, have one download, and a well thought out sales process designed to direct hot prospects to agree to a free consultation.

Of course, by focusing on your content offering, you can spice things up, so it involves stuff like webinars or even your own podcast.

The best part of this way of working with a sales funnel is that it can help you create a long list of prospective buyers. To handle them, you will then have a clearly specified process. You need to focus on moving traffic to fill the top of the funnel and get those leads online and offline.

In the end, your options may depend on the budget you have, but the good news is, the more you put into it, the more you get out of it.

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