Beyond 101: 6 Ways to level up attorney lead generation

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You need to keep up with lead generation tactics, just as you need to keep up with the latest legislation. The digital marketing landscape is ever-changing, and you need to keep your attorney lead generation tactics fresh to meet more clients as their online habits evolve.

You’ve been doing legal marketing for years, can’t afford to use an expensive marketing agency, and need leads to consistently be rolling in from your own efforts.

Better attorney lead generation for digital marketing means being available to customers both on and off your website — you need to be contactable to leads beyond your domain. Here are tips for “leveling up” how you bring in leads.

1. Implement an audit process to maintain contact information.

You must audit contact information and profiles. An audit ensures that the lead always has a way to connect with you. Ways to contact you become exponentially more important to maintain as you expand your reach across more directories, social profiles, ad campaigns, etc.

Of course, you, as an attorney, have a knack for details, but unless you have an established process (quarterly is recommended at a base; monthly is ideal) and dedicated time on your calendar to audit contact information across platforms where your information is listed, your lead generation machine won’t run smoothly.

Apart from setting a regular calendar reminder to complete your audit quarterly or monthly, apply different phone numbers for call tracking to more precisely track the value of lead acquisition sources for more campaign-driven efforts. However, your main phone number should remain consistent across directories.

If a client commits all the way to making a phone call and does not reach you, you’ve left an irreparable bad taste in their mouth.

2. Tighten conversion rate optimization (CRO) for leads.

You must make crystal clear the next action to take on your website or on an external review site/directory to leads. As humans, we crave a next step, clearly laid out, so it’s crucial to reduce the ambiguity of “what should I do next” for a lead. Light the path — direct them to where you want them to go.

To do this, you’ll need to review both internal assets (your website), and external sites or directories where your company is listed to tighten the CRO from each source. Think about the following assets as you map this out:

  1. On your website, make a flow chart of the distinct ways leads reach you: practice pages, blog posts, service pages.
  2. On sales collateral shared with bottom-of-funnel leads, clearly map out a CTA that will move them closer to converting — booking an exploratory call or providing a quote are solid possibilities.
  3. Think about assets you might not have developed or that historically felt “out of scope” that could help a lead convert — infographics, informative videos, quizzes, etc. — and include them. More ideas for brainstorming here.
  4. On directories, define one clear CTA for each directory’s profile. Note: these CTAs should differ for a law-focused directory, for example, versus a directory for a more generalized audience like Google My Business.
  5. On review sites, assess whether there’s enough immediate educational material available there to learn more about your firm and unique approach.

For each, map out the action that the lead should take next. And it really should be only one action, not “book a call” and “visit our website for more information” and “follow us on social.” Systematically edit your listings, website pages, and collateral to reflect these changes.

Streamlining your customer’s journey will alleviate less-than-ideal customer experiences, prevent your leads from getting paralyzed by having to choose how to follow up, and narrow your focus on those trouble spots that don’t convert well in the future.

3. Participate in the online conversation.

Actively participating in online conversations around topics you have expertise in proves to your leads that you’re relevant and listening. In the legal profession, it’s doubly important to show them you’re a real person — and a helpful, accessible one at that.

What are the best ways to take the pulse on what your leads need while showing off your personality in online conversations?

  • Be active and opinionated on social media. You don’t need to set up a TikTok profile, but choose and stick to a couple social media outlets, and commit to posting one or two times per week.
  • Respond to comments or reviews to build your firm’s brand. Beyond putting out your own posts, as mentioned above, jump in on comments or posts, and share your personality and expertise as often as you can. Sometimes it helps to block a 15-minute calendar event to do this daily, or pair it with a daily activity.
  • Get serious about reputation management. Much of what modern online buyers look for nowadays is responsiveness, period. Whether that’s responding to a negative review or graciously thanking a reviewer for their positive feedback, both are powerful indicators that you are involved and listening.

It can be hard to carve out time to engage in conversation across places like Facebook groups, Reddit threads, and LinkedIn messages, but the responsiveness you can lead with will achieve distinct differentiation as a law firm, and more leads will follow.

4. Talk directly to your customers, in their own words.

It’s likely you have multiple customer personas you’re targeting. And, as a lawyer, you’re able to translate legalese for your clients in person with ease. Extend this same practice online — tailor your language to how your customer personas express their own problems, and more effectively connect with leads in the process.

How should you go about reaching more leads and connecting with them in their own words?

  • Speak to leads in terms they understand. A good way to delve into this is through keyword research, “people also ask,” and “related questions” on Google searches. You can reflect these phrases and terms back in your content and ads to your customers, mirroring the same pain points back to them exactly as they articulate them.
  • Do not treat all leads the same. Not all of your customer personas have the same educational background. What's comprehensible for one may prove patronizing for another. In this case, you will likely need to build out a few more personas to deepen your understanding to know which hat to wear with each customer.
  • Cut the legalese, and break down more complex concepts for your personas. We’re sure you’ve built practice pages to communicate the value of your services, but even practice pages may prove too information-dense for your audience(s). Adapt the hub-and-spoke model to your website content and publish simpler blog posts (the spokes) to loop back to the practice page concepts (the hub).
  • Listen. Beyond the obvious point, listening also allows you to do in-the-moment research on ways to iterate and more clearly express the concept to leads moving forward. Tracking common phrases that come up in sales conversations or calls with customers can yield ideas for future content or improvements to messaging that has underperformed in the past.

In meeting leads where they are, you can guide them to solutions in terms they can understand (and you can close more leads, more often).

5. Create content. Consistently.

Yeah, yeah, yeah, you hear this all the time. But you need to regularly create content for your own website. Why? Your leads and search engines expect clues — such as thought leadership on recent legislation or recent publish dates on content — that you’re open for business. In fact, your search engine rankings depend on it.

To establish this content cadence, enact a consistent plan to stay top of mind for your leads. Most companies do this by sending out thematic monthly email newsletters to their lists of leads and customers. The format of these newsletters can be either a roundup of your own content or a mix of your own content and other content you curate, such as authoritative blog posts, case studies, or recent webinars/Q&As where you demonstrated your industry expertise.

As for the search engines, all you need to do to make them happy is publish content frequently on your website (publishing dates can help with proving relevancy to your human users as a bonus). This approach can be as lean as two to four short pieces per month, building out more bite-sized “spokes” posts centered on FAQs from leads (see section above) or transcribing and writing a short post on a recent podcast on which you served as a guest. Bear in mind you can always share your expertise in short formats, too.

You don’t have to over-engineer the ways to do that, but it’s crucial to ensure that your website ranks highly in search engines for the best chance at garnering leads.

6. Bring a design mind-set to pay-per-click ads.

PPC is table stakes for a lawyer. But you need to make sure you’re spending smarter and competing on this marketing tactic you’ve been investing in so substantially.

To avoid the set-it-and-forget-it effect that plagues PPC, use design mind-set for this crucial prong of the marketing branch for a law firm. Approaching this tried-and-true marketing method with a mind-set of experimenting and iterating as you go allows you to stay agile and to more readily accept change as a part of growth.

For example, let’s say you’re hearing more and more leads of all ages asking about how old they should be when making a will or about the conditions in which they should consider making a will. In most instances, wills come up with older clients, right? When you’ve identified a viable prototype of testing keyword phrases like “is it too early to write a will” or “who needs a will, and when,” you can test that hypothesis in the ads you place.

Design mindset at work


A key benefit of experimenting and adapting in this way is that you’ll likely be targeting keywords that are less expensive and more long-tail, which means more qualified leads as a result. Plus, bringing a flexible, iterative mind-set to this marketing tactic in a slow-to-adapt industry like law will set you apart quickly, giving you the competitive edge.

Fortunately, there are tools to help determine the effectiveness of these PPC efforts with precision, namely through keyword tracking.

CallRail keeps attorney lead generation humming

CallRail's keyword-level tracking features are an effective way to design and optimize attorney lead generation.

CallRail Keyword Spotting in Action

CallRail gives law firms visibility into which marketing tactics actually work and which don’t, so they can invest in the sources and keywords that drive the most qualified leads. Keyword-level tracking can help a law firm make informed decisions about keyword strategy to better compete with other firms, reduce costs, and connect with leads in more meaningful ways.

Try CallRail for free to see how it can power your digital marketing efforts and crank your attorney lead generation machine up a notch (if not several notches).

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