Leads – Getting Them and Keeping Them
Some law firms complain that they feel their internet marketing efforts or website hasn’t been effective in connecting them with new clients. Good technique and optimizing your site and content for search engine result ranking certainly plays a part in this, but another simple and often overlooked concept is that of lead capture.
Lead capture allows your visitors to directly share their information with you, sign up for a newsletter, or request more information about your firm via a form on your website. Once this information is received by your firm or external marketing team, you can have a message automatically sent directly to that potential client as a follow-up.
Lead Capture is the Next Logical Step
Your website can be functional and aesthetically pleasing, but without a way for your clients to give you their contact information, you are missing out on a huge source of new leads. You’ve probably invested a great amount of time and money in putting up a website that looks great and functions as a good local law resource, but you have to take the next step to really reap the benefits.
Having a form available for clients to fill-in with their contact details puts you directly in-touch with your audience. Following up on form leads automatically puts you in contact with the client in the timeliest fashion possible. You can provide them with relevant, current information about your firm or provide law information in a newsletter format.
Hard Leads vs. Soft Leads
The downside of hard lead practices is that it requires a user to sign into your website to access certain content or use certain features; this can be a turn-off for some visitors – however, if your content is up-to-scratch, some worthwhile leads will be willing to register. Soft leads are more beneficial and less risky; they offer your visitors the option to sign-up for an information service, such as a newsletter, or provide their contact information for a follow-up from you. Your leads will view this as a friendlier way of requesting their semi-private contact information and will be more likely to be keen to provide it.
