How to attract more law firm leads: smiling woman in professional attire talks on phone while using laptop

Ever feel like you put a ton of effort into generating leads without getting results? It’s a common problem among law firms of all types and sizes. Estate planners struggle. Personal injury lawyers struggle. Huge law firms struggle—and hometown law firms struggle, too.

It’s not the most pleasant experience, to put it mildly. A lack of new cases and clients can jeopardize your firm’s growth plans and threaten your longevity.

Why aren’t potential clients biting on the bait you keep putting out for them?

Let’s explore that question, along with some proven tactics to attract more leads.

To get more leads, know your audience.

You can put out bait all day long, but you won’t catch a single fish if you don’t use the kind of bait they like. In a nutshell (fun fact: fish actually like nuts), that’s where so many law firms mishandle lead generation. They keep putting out the wrong bait, and they’re surprised that the leads don’t bite.

To hook new leads, you have to understand them. That means taking the time to…

1. Know how they search.

People probably aren’t searching for the kinds of neatly packaged keywords attorneys like to think they are. Instead, they tend to start their search for legal assistance with more natural-sounding, “long tail” keywords and phrases.

If you’re leaning hard into “Atlanta premises liability lawyers,” but your best potential clients are searching for “fell in store parking lot” or “bit by neighbor’s dog,” your chosen bait probably isn’t going to reel them in. You’ll get more traction with your marketing if you can incorporate the kinds of words and phrases people use before they know a whole lot about what they truly need.  

2. Know what they ask.

Similarly, it’s important to understand what people are really asking. Most people turn to search engines when they have burning questions. They tend to ask those questions in their own words—words that reflect their understanding of the situation at hand.

So, instead of searching for “estate planning lawyer,” for instance, your leads are probably searching for something more like “what is a revocable trust”—especially on the first search.

They want the right answer for the right question in the right moment. The better you can understand where they’re coming from and offer helpful answers, the closer you’ll be to cementing a relationship with the leads you want.

3. Know what they’ll be looking for next.

It’s essential to know how your potential clients search and what they ask. But you still have to give them some direction if you want them to transition from “visitor” to “lead.”

That’s where your call to action comes in. A call to action indicates to a prospect where to go from here and motivates them take that next step.

For example, if they found you because they searched for “hurt in car accident what to do,” an effective call to action would show them that the next step is to download your resource or schedule a consultation.

Think: “What’s the next thing a lead needs to know?” Put it in front of them and they’ll appreciate the direction.

Have you noticed a theme? It’s always better to think about what your potential clients are looking for and understand their perspective rather than assume you know what they want. In terms of lead generation (and life in general), you can’t go wrong by giving people what they’re looking for!

Lean on the experts to explode your law firm’s lead generation.

You might have been born with natural talent, but no one is born with total expertise in running and marketing a law firm. That’s why it’s important to expand your knowledge and seek the advice of experts.

Our writers, SEO analysts, coaches, designers, and trainers work with lawyers and law firm marketing managers every day. If you have a question or problem, it’s likely that we’ve addressed something like it before. And, if you surprise us, we already have all the tools and knowledge you need to work toward a solution.

Is your lead generation lagging? Are you tired of just treading water? Do you have questions about how to market more strategically and actually move forward? Give Foster Web Marketing a call at 888-886-0939, or request a free marketing analysis.

We’d love to share what we know and get to work on better solutions for you.

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Professional sitting at desk on computer, working on a law firm website

Years ago, a law firm’s website could function as little more than a digital brochure and show up in search results. For better or worse, those days are gone. Now, people expect more—a multimedia experience that is faster, more targeted, more helpful, more connected, and more interactive than ever.

And to ensure websites respond to these expectations, Google has recently rolled out algorithm changes that directly impact search engine rankings.

The “Core Web Vitals” are the three metrics that matter most when it comes to page speed, and Google is now using these metrics as a ranking factor. They are:

  • Largest Contentful Paint (LCP): The time it takes for a page’s main content to load. An ideal LCP measurement is 2.5 seconds or faster.
  • First Input Delay: The time it takes for a page to become interactive. An ideal speed is less than 100 milliseconds.
  • Cumulative Layout Shift: The amount of unexpected layout shift of visual page content. An ideal number is less than 0.1.

Google also doesn’t mess around with poor content, unoptimized media, and other things that get in the way of people using your website as intended. Moreover, legal websites—just like medical and financial websites—are held to much higher standards because they potentially impact the lives and wellbeing of the people who use them.  

That means if you want to be seen online and do well in search rankings, you need to meet or exceed the most modern expectations for:

  • Security
  • Privacy
  • Page speed
  • Mobile functionality
  • Overall technical health

But all the above are just the bare basics.

To truly gain an edge, you also need to think about branding, user experience, social connections, photos, videos, and more.

It’s a lot. And it’s why so many lawyers put off making the improvements to their websites that they know they need.

The right web marketing provider can make it much easier for you by diagnosing the specific issues with your website presence and breaking recommendations down into manageable steps. Imagine knowing what specifically is slowing down your page speed—mobile functionality, and technical health? It could be a number of things. Third party scripts, oversized images, bloated and/or dated code… the list goes on. The only way to really know is to look under the hood.

That’s precisely what we do. The team at Foster Web Marketing believes that knowledge is power—and we’re ready to show you exactly how you can get bigger results from your website. We’re offering a no-strings-attached design consultation to Ruby customers. This consultation will help you better understand your Core Web Vital scores, what’s working for your website, what’s not, and what you can do to improve it.

Ready to maximize your website results? Get your one-on-one website design analysis with Foster Web Marketing today!

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A closeup of a digital timer counter on tablet—the timer reads 00:03.18

Speed usually seems like a luxury. When it comes to faster cars, faster shipping, faster computers, or faster service, we appreciate the time saved—but we don’t think of it as necessary. In most of those cases, the slower model works just fine if you’re willing to wait.

The speed of your website, however, is much more than a little luxury. In fact, it’s a key factor in your ability to bring in and convert leads. A single second shaved off your website’s load time can be the difference between missing and attracting new business.

Ready to multiply the power of your website? Think fast! Here are three big ways a little extra speed can connect you with more customers or clients:

1. A fast website can improve your search rankings.

Countless businesses compete every day to get their websites to the top of Google Search—and for good reason. Organic searches through Google account for a sizable chunk of the traffic to most websites, putting businesses in contact with potential clients and customers they may not otherwise reach.

In May 2021, Google plans to launch a major algorithm update that puts more emphasis on page speed. In other words, how fast a webpage loads will influence the page’s rank in search results. While page speed has been an ingredient in the rankings mix for a while, this update significantly raises the bar and shifts website load time from a general consideration into a set of detailed metrics.

The bottom line is that, all other things being equal, websites that hit the bar on Google’s speed metrics will rise in the rankings, and slower websites will fall. And, while speed won’t be the only ranking factor that matters, it will soon take up a much bigger portion of the pie.

Want more details? Get up to speed with Google’s 2021 page speed updates here.

2. Faster websites make for better user experiences.

The faster your website loads, the better the experience it provides to your users—including your existing and prospective customers and clients.

To understand why, consider your own experience online: How do you feel when you try to use a slow-loading website? How about when the elements on a page shift around as it loads? Do you usually wait around, or do you back up and try a different website?

We all know what it’s like to wait too long for a website to tell us what we need to know. Whether you’re looking for a restaurant’s menu on your phone or searching for a local attorney’s services on your desktop, it’s frustrating to hit a slow-loading, laggy, or broken website. Moreover, it can shake your confidence in the service that business might provide—and, in all likelihood, prompt you to visit a different destination instead.

When your website is slow to load, it’s likely that your prospects are frequently choosing your competitors over you. Their immediate needs—to find answers, to access information, to get help—almost always outweigh any concerns about who meets those needs.

In terms of online search, it’s not just about finding the right answer—but the fastest one.  

This is especially important for attorneys, doctors, and other professionals who help people with potentially life-changing problems. If prospective clients have to wait for your website to load, or if it’s sluggish as they use it, they’re going to build an impression of your business itself as slow, sluggish, and inconsiderate of their time. 

3. Website speed can accelerate conversions.

Attracting people to your website via Google and providing a great user experience when they get there are the first steps. Now, let’s talk about conversions.

Faster websites are better at getting visitors to convert—i.e., complete a desired action, like filling out a contact form, downloading an offer, or clicking to call.

It’s not just a gut feeling. All kinds of businesses—from auto retailers to doctors and lawyers—have found that shaving even milliseconds from loading speeds can drive an uptick in conversions. Likewise, for every second of delay in load speed on mobile devices, conversions can fall by up to 20%.

Website speed affects retention and referral rates well. Users may convert once on a slow site, but they are less likely to return to the same business again or recommend the business to their friends and family. Ensure your website loads quickly, and you won’t miss out on valuable word-of-mouth marketing!

Get up to speed with award-winning website experts on your side.

These are just a few reasons to invest in your website and considerations for providing your visitors with the best possible experience. Clearly, a speedy website matters. And, thanks to Google, 2021 is the year where it really matters.

The good news is that you don’t have to spend hours of your time optimizing your online presence alone. Get your website up to speed by getting in touch with the experts at Foster Web Marketing.

Give our team a call at 888.886.0939, or schedule a website design consultation to learn about your current site speed and how to improve it!

For more tips about creating and improving your online presence, check out Ruby’s free guide.


Molly McCormick is Director of Marketing at Foster Web Marketing.

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