I was in Las Vegas this week presenting at the Mass Torts Made Perfect seminar on the top 10 ways attorneys can double their lead conversion rate in 90 days or less.
The #1 way to increase your conversion rate is to fix your follow up! Even small increases in your conversion rate can make a significant difference in your revenue.
Fast follow-up is a real stumbling block, especially for solos and small firms that usually rely on attorneys to return a call or email inquiry. This is the first mistake. NEVER have an attorney responsible for following up! You may want to, you may intend to, but it rarely happens because of your workload.
So what to do? Automate the process! You simply cannot be consistently good at lead conversion unless you have a process in place that sends your prospect an immediate message responding to their inquiry.
Every contingency can be planned for in advance with an automatic response system. A prospect calls in, a staff member gets an email address, enters it into the system, and that person is immediately sent an email. That email can encourage them to set an appointment, educate them further about your firm, include some testimonials from other clients, offer a free consultation, or whatever you want to happen next.
The same process can be put in place for leads that you capture through your website, blog or social media pages.
You also implement a drip email campaign that guides your prospects along the path to becoming a client. If they miss their initial appointment, this triggers a series of emails encouraging them to reschedule. If they don’t sign with you after the initial meeting, another series of emails prods them to take that step.
All of this can be done without any intervention by busy attorneys. We have implemented many lead generation email campaigns for law firms across the country that has yielded substantial increases in their lead conversion rate and their bottom line.
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