The Key to Converting More Leads

Posted on June 14, 2012

RW Lynch Converting LeadsAt RW Lynch, we understand the importance of a quick response to injured victims. Imagine you are a typical consumer who needs an attorney.  You search the Web and call one that catches your eye. You leave a message on a machine and you don’t hear back for a week.

Finally get a call back from a secretary who takes down your basic information. He or she informs you that someone will call you back. How likely are you to trust this law firm with your case?

The answer, of course, is not likely. Responding to potential customers or clients as soon as possible is a well-known best practice in all industries. Attorneys are no exception.  A new survey of consumers has shown that timely follow-up is even more essential than previously thought for client lead conversion.

A study by Ifbyphone, a marketing firm, recently found that 59% of consumers were more likely to buy a product or service when a call is answered in under a minute. They are also 73% more likely to recommend highly responsive companies to other consumers. 

Many attorneys invest heavily in specific marketing campaigns designed to reach their target audience.  However why invest in marketing if you do not plan to respond to the leads you generate in a timely manner? The campaign is a waste of time and money if you don’t convert those leads.

With this in mind, you would think that companies would be eager to respond quickly.  Unfortunately that is not the case. In fact, a Harvard Business Review study found that 24% of companies took more than 24 hours to respond to a lead, while another 23% never responded at all. Overall just 37% of the companies surveyed responded to a lead within an hour and only 16% within 24 hours.  The average response time of those companies that respond to inquiries within a 30 day period was 42 hours.

The legal profession is time-intensive. Court appearances, client consultations, depositions, case work and sometimes even research often need to be done by the attorneys themselves, leaving little time for new client prospecting. Ignoring potential leads remains bad for business. How can attorneys balance all their case work with quick lead response times?

What Should You Do?

The best way to improve lead conversion is to rethink your priorities. Current cases are important, but if you can’t devote more time to speaking with potential clients, you won’t have any future cases.  Since you never know when that next big case may call, you need to treat each lead with equal importance. This may seem like common sense, but as the data proves it’s often overlooked.

Working with thousands of firms through the years we have discovered those firms with a dedicated intake process that ensures that all calls and emails are answered immediately are the most successful. Without this process you risk losing new business and potential referrals as well.  For some firms this means the attorney handles this process. Other firms enlist a knowledgeable secretary, paralegal or marketing person to facilitate these calls. This ensures that every call is answered in timely manner.

Some firms have enlisted outside marketing services, like RW Lynch, to help in this process. RW Lynch provides clients with 24 hour call processing and routing. Calls are answered immediately, leads are then forwarded to an attorney and potential clients receive immediate interaction with a live person.

The best law firms will have one of these types of processes in place to ensure that all leads are processed immediately. Remember that this is often an emotional call, especially in personal injury cases.  A prompt response reassures the potential client the call is important to you. This gives him/her the sense of trust that is a must in order for them to take the next step in hiring you to take the case.

The Web gives potential clients a swift, simple route of contact through email and online forms.  The ability for these clients to find both you and your competition has leveled the playing field. It’s not hard to imagine a person in need of an attorney may email several firms about the same case. It is no coincidence that the first one to respond is the most likely to get the business.

In general, finding the right balance between your case work, your attention to current clients and your attention to leads is a must for all attorneys.  As the data shows, response time is essential in finding new clients and retaining current clients. The sooner you make this a priority in your practice, the greater your ability to make a name for yourself as a successful “attorney who cares”.

To learn more about RW Lynch and our lead generation program, please contact us or call us at 1-800-594-8940.

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