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    Convert  Leads to Clients

    by SimpleLaw on
    Case management software Lawyer Law Firm Growth

    We haven't yet met a firm that is happy with their lead generation process. If the firm is happy with the number of leads, they are concerned with the follow through. Too many 'fall through the cracks'. This is such a common issue. In fact, clients don't expect all of the attorneys they contact to actually respond. The World Justice Project completed a survey. They found that 1 in 4 individuals have a legal issue. But 77% of those individuals do not hire an attorney. Here are the things that hold them back and how to at least begin to overcome them.

    Expected High Fees

    People believe that attorneys are too expensive and that they can't afford it. Now, we definitely do not want you to nor suggest you reduce your rates. We all can agree that the fees are more than worth it, particularly when you consider attorneys don't bill all of their time as they should. But this does open the discussion about expectations.

    Certainly each case is unique and the fees will be too. But giving individuals some idea of what they can expect, and outlining your payment options, is key. Naturally, reinforce that each case is different. Fees may vary. But you will work with them to ensure they understand the potential fees if the scope of the matter changes. Communication is key.

    Lack of Response

    Let's take it the next step. A call or email comes in to the firm. A note with the person's information is created. It is then assigned to someone in the firm. That information is only as good as the traceability of that paper. It can get shuffled in with other items. Or, someone may simply be too busy to respond. In either case, the follow up doesn't happen.

    We strongly suggest case management software with lead management. Look for software that reminds the person assigned that they have a new contact. Beyond that, consider a platform that offers conflict checking. And of course, that gives you the option to view and respond on your mobile device too. Again, communication is key. Centralizing that communication with reminders is critical.

    Previous Negative Experience

    Let's face it. Not all clients will be happy with their attorney. It may be due to differing expectations. Or it may be due to the outcome of the matter, likely unwarranted. In any of these cases, the root cause of the dissatisfaction is generally poor communication. The key here is not to overpromise and underdeliver. Whenever expectations are out of line, that's when client dissatisfaction starts. 

    Consider active outreach to get people to overcome their previous experiences. Ask current and past clients to spread the word if they had a good experience. Reviews are at the hands of the clients. Make it easy for them to access your reviews. They are going to look anyway. And if you monitor the process, you can quickly address client unhappiness. We recommend checking in with your clients halfway through their matter, give or take. Simply ask how it's going for them. A simple Net Promoter Score (NPS) is easy to use and gives you basic insight.

    • How likely are you to recommend our firm to a friend of colleague?
    • Ask the user to respond on a 0 to 10 scale with  being extremely unlikely and 10 being extremely likely
    • Responses from 0 to 6 are considered detractors
    • Responses that are 7 or 8 are are satisfied but not happy
    • Responses that are 9 or 10 are considered promoters
    • Subtract the percentage of respondents who are detractors from the percentage of respondents who are promoters
    • The higher the result, the better the overall experience
    • Read more about NPS 

    Stay In Touch

    People often need an attorney multiple times throughout their lives. Make it easy for them to stay in touch with your firm. Not only for their needs, but to recommend the firm to friends who may ask for a recommendation. 

    Consider a 'newsletter' email. The frequency depends on the content. If you choose to highlight local events or information about resources, consider a monthly newsletter. If you choose to keep the content focused on the firm, consider a quarterly email. You get the idea. Interest in the newsletter depends entirely on the content provided. We recommend providing some added, useful information to keep past clients engaged and aware.

    Some firms send an email on the client's birthday or anniversary or some sort of important date, perhaps relating to the matter. You get the idea. 

    No matter what the issue, communication is key. No doubt for most firms, it's a lot to do. Look for software to help you manage the communication process, from intake through to matter engagement, resolution, and beyond. The right technology makes it simple. 

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