October 19, 2009 – As the old saying goes, you can lead a horse to water but you can’t make them drink. While there is no possible way to convert every potential client who contacts you into a paying client, there are some steps you can take that will drastically improve your chances of conversion.
Create an Internal System
You can drive lots of traffic to your website and even go so far as to get those visitors to contact you, but if your efforts stop there, your visitors’ efforts will stop as well. The best way to convert these web visitors into clients is to create an organized and consistent internal system for dealing with these contacts as they arrive.
Creating a special email address and 800 phone number for clients to use to contact you from your website is the first logical step. It’s important to set up a tracking system so you know exactly how many of your contacts are finding you through your website, newspaper/radio/TV ads, etc. But what happens next?
To make sure these requests are not delayed or just ignored, you need to create an internal process, including selecting what member(s) of your staff will be on the receiving end when web visitors contact you and how they will follow up. If you wait longer than 24 hours (on business days at least) to touch base with these contacts, they may have already given up on you and contacted other attorneys.
Whether you answer these leads personally, have a staff member return their call to set up an consultation, send them an E-book/newsletter/etc. and follow that up with a call or all of the above, you need to have a system in place and make sure each lead is getting the attention it requires.
Not every web-generated lead will be interested in your legal services or even an ideal client, but you’ll never know either way if you don’t have an organized system in place to contact them in a timely manner after you receive their query. It’s also important to set up this internal system BEFORE entering into a large-scale traffic generating campaign.
While it may seem obvious, if you don’t have a current, workable follow-through procedure laid out now, imagine how difficult it will be to suddenly start managing dozens or even hundreds of contacts and requests every month.
Just like setting up your web content development strategy, online marketing campaigns, social media goals, and the like, you need to address the practical concerns of how to handle your website’s new contacts, or risk watching them fall by the wayside.
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