Is your legal lead provider up to date on best practices?
When law firms switch to our service from other legal lead providers, we hear of their frustrations with those companies, and complaints tend to focus on lead quality. While there are many factors that play a role in this problem, one of them might surprise you.
One would assume that in a tech-driven industry like online lead generation, providers would have to keep pace with technological changes by default, but there are many companies that have managed to provide lawyers with leads with outdated practices.
It is the “dinosaurs” that are not innovative and do not adapt and cause undesirable diversity in the quality of leads.
Below is a list of the steps your leader should take to provide your law firm with the best chance for success.
Integration with CRM and lead intake software
Email and text shouldn’t be your only lead delivery options. In recent years, lead admission software and legal CRM solutions like Clio, Captorra, Legal Soft, Alert Communications, and hundreds of such systems have become an important tool in the admission and case management process. Your legal lead provider should be able to automatically connect to one of these systems.
Your company deserves a solution for integrating your lead delivery into your software so that a lead can go straight into the system without the need for a manual import. This is not just a matter of convenience. In fact, it is primarily a question of the return on your investment.
Lead quality is only part of the ROI formula for lead generation. Much of the value that comes from a lead depends on the response they get from a law firm. The ROI of your leads is determined by:
- A fast answer. Leads are won or lost in minutes. The lead recording software ensures that your leads get to the right person as quickly as possible. Automated responses can be generated to ensure the lead immediately feels cared for and heard.
- An organized team. In many law firms, leads fall through the cracks on the first critical interactions, when a lead’s trust is gained or lost. One software solution keeps everyone up to date and improves your lead-to-client conversion rate.
- Tracking Analytics. New lead ingestion and CRM solutions have robust capabilities for tracking the individual sources of your leads, so you can invest in the vendors who will give you the best results.
If your legal lead provider doesn’t help you integrate your leads with CRM and ingestion software, they just aren’t fair. These tools are critical for your law firm to get the full benefit from its investment.
Web leads (leads sent directly to your CRM or lead acquisition software via email, text, or API) continue to play an important role in lead generation. It’s important that your leads can choose how they want to reach you. Many people want to fill out a form to contact a lawyer first.
However, Live Call technology has been around for years and should definitely be on the menu of options for delivering your leads.
In the end, it’s as easy as it sounds. Live call leads are broadcast live to your law firm over the phone. In an industry where response time is critical in terms of conversion rates and ROI, this lead delivery method solves the problem. Live calling creates an instant connection to someone who needs your services.
Live Call puts calls into a system that sorts them and adapts them to your geographic focus and area of activity. They give you a strong competitive advantage in your regional market and connect you with people at the most important moment of the sales cycle, when they are open to and actively seeking help.
Advanced targeting options
Geo-targeting options are getting more powerful. You should be able to target your leads based on more specific criteria than broader labels like county or state. You should be able to use a combination of zip code and mileage radius to target your leads.
A quality system also allows you to determine a radius while staying within the condition lines. In markets like St. Louis, Kansas City, New York or DC, this demarcation can save you a lot of time when you are reviewing leads that your company cannot serve.
Accurate targeting is an essential part of lead quality as it directly affects the efficiency of your sales team.
A few years ago, some leading vendors in the industry picked up a new trick. They called their leads “exclusive” while twisting the meaning of the word. They put lawyers into exclusive “groups” that all received the same guidance.
The only company to benefit from this multi-share exclusivity model is the main provider. You can sell a lead multiple times for a low, competitive price. Meanwhile, any lawyer who pays to get into an unfair race is forced to be the first to contact the leadership.
Nothing changes the old adage, “You get what you pay for”. When you see exclusive leads being offered at prices that are below the market price, it’s time to ask a careful question. Fortunately, it’s easy, and if you don’t get a straight answer about it, you know it’s time to move on. Ask your provider if the meaning of exclusive means that it is a connection with one lead per attorney.
It really is that simple, and it should be. The value and quality of a lead comes from its ability to give you a competitive advantage in your local market. A lead provider who uses lead sourcing best practices shouldn’t have to rely on manipulative tactics to maintain profitability.
Ability to adjust scheduling
Every company needs a feedback loop on their product in order to improve it.
With legal leads, there needs to be a way to mark or note which of your leads are successful and which are not. Leads are obtained through complex supplier networks and by forwarding advertising material in strategic directions.
Your lead provider should use the feedback you provide to improve the quality of your leads. You should focus on the sources that offer the best conversion rates.
Crystal clear, consistent assignment
This aspect of lead quality is directly related to the disposition. Your lead provider should have the means in their system to keep track of the exact point of origin for a particular lead.
Associating a lead with its source is the first way the lead provider can know how to improve how it works or what to fix the problem.
A fair right of return
There are leading providers in the industry who don’t offer fair return policies. Some offer little to no return. This is a red flag for the supplier’s lack of commitment to quality.
Lead returns hold a provider responsible for the above mapping work. A company that
offers a fair return policy, and also works to get the feedback needed to improve lead quality and give
The best possible ROI.
Legal Lead Quality is a two-part formula
By now you will see two main elements that affect the quality of the lead.
- technology – Your provider needs to stay up to date to keep the quality. This has to do with the characteristics of your legal leads, but also with the simple idea that whoever is at the top will be the first to reach the most relevant and useful leads.
- service – You can see above that many of these topics are as much about a commitment to meeting a customer’s needs first as they are about technology.
The commitment to innovation and service has kept 4LegalLeads in business since the dawn of the online lead generation industry in 2001. We would be grateful for the opportunity to earn your business and trust. There are no contracts, just a team dedicated to quality and excellent customer service.
The visit only lasts a few moments 4LegalLeads.com/lawyers and create your account, or you can speak to our team directly at (866) 473-0005. After you’ve created your account, our support team ([email protected]) will adjust and optimize it for you.