Law firms & Accountants need to open up to this notion.

We ask our clients to imagine they are selling a product online. Just like an ecommerce business.

Then we get them thinking about basic things like:

– understanding their ideal client

– appreciating what problem they’re solving

– analysing their customer pain points/triggers

– developing marketing strategy around that

All the things we do in extreme detail with ecommerce clients we have.

It’s simple, I know.

But a lot of brick and mortar firms still do not do this.

Take those basic steps above.

You will see a significant different in how you approach lead generation.

Do you do this at your firm?

CRO gets you more customers, for free. Who doesn’t want that?

We speak to lots of legal & accountancy firms every month.

One of the first questions we ask them is what their conversion rate from website traffic to leads numbers is. Most don’t know. But they absolutely should.

The obvious reason to improve your conversion rate is that you want more customers without having to spend a penny more on advertising, right?

Your revenue is equal toโ€ฆ

– your number of visitors multiplied byโ€ฆ

– your conversion rate (the percentage of your visitors that turn into leads/clients) multiplied byโ€ฆ

– the lifetime client spend (the amount that each of them spends with you)

So, even a small increase can result in some big new client wins.

Who wants additional clients without spending even more on Ads? ๐Ÿ™‹โ€โ™‚๏ธ

Marketing for leads isnโ€™t about being heard or seen by everyone.

It’s about speaking directly to the people who need to hear you most.

So if you’re a law or accountancy firm, here are 4 simple steps you need to take:

– Identify your target client

– Define the problem you solve

– Break down that problem to identify pain points your clients have

– Write content that speaks to their challenges

Basic steps… but a necessity for lead generation.

What else would you add?

Do not just rely on ‘word of mouth marketing’ for your law or accountancy firm.

Yes, this is still a thing…

I know it sounds strange to actually have to say that in 2024.

It may have got you some clients in the past (and maybe it still does).

However, it is not a business growth strategy to rely on leads like ‘so and so’s mate has a friend called Dave who need a solicitor soon’

That type of lead will eventually run dry; if it hasn’t already.

So what should you do?

– understand who your target customer might be

– break down why they might need your service/s

– identify what triggers those clients emotionally/functionally/practically to take action on getting in touch

– learn where those customers typically go online to find the provider/solution they need

– plan on how you will tackle your exposure on that platform

If word of mouth is your main strategy at the moment.

Time to make a change.

3 strategic conversion killers in lead generation for law & accountancy firms ๐Ÿ‘‡

๐Ÿค” Not being crystal clear: Are youโ€™re communicating the right message? Does the person you are trying to speak to, even understand what your service is about and what benefit they will get?

๐Ÿค” Not delivering a relevant transformation: Your customer has two lives. One before your service; and one after your service. They should feel that after buying from you, their life will be better. Have you demonstrated this?

๐Ÿค” Lack of credibility: If you donโ€™t have trust, you will find it difficult to see, even with a discount. Social proof can be a game changer.

A good basic tip for your firm… ๐Ÿง

We speak to lots of law firms & accountants each week – it’s insane how many don’t have any process follow up once a sale has been completed, to continue the conversation with a client ๐Ÿ˜ฎ

Never consider a completed sale as the endpoint with a client.

What do we mean by that?

Simply – don’t forget about the client once they’ve completed their service via you.

You should implement a follow up process to find out things such as:

๐Ÿค” What worked well.
๐Ÿค” What worked poorly.
๐Ÿค” What pain points they may still have.

Thereโ€™s so much more to a repeat client than just the initial money they give you.

Existing clients are every firmโ€™s most valuable asset right? ๐Ÿ’ช๐Ÿป

I’m sure most of you don’t need to ask why – but just in case…

Some of the reasons why your existing client base could be useful (outside of just more sales, increased LTV, and a cheaper CPA):

โœ… They know why they converted.
โœ… What possibly nearly stopped them from converting.
โœ… And, they can provide you with the new/additional tactics/approaches to use to lure more clients, if you listen to their whys and hows.

Thatโ€™s why you need to establish a relationship that benefits both parties.

To do this, you need to devise a post-purchase strategy.

Talk to us to see how we can help you do this for your firm.

Ad copy writing is never a one fits all approach… however, it is worth trying to go by some guidelines, here’s some of what we use at Advertify ๐Ÿ‘‡

1. ๐…๐จ๐œ๐ฎ๐ฌ ๐จ๐ง ๐ญ๐ก๐ž ๐ฏ๐š๐ฅ๐ฎ๐ž ๐ฉ๐ซ๐จ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐ฌ ๐ซ๐š๐ญ๐ก๐ž๐ซ ๐ญ๐ก๐š๐ง ๐Ÿ๐ž๐š๐ญ๐ฎ๐ซ๐ž๐ฌ: tell your customer how they will live better when they use your service.

2. ๐–๐ซ๐ข๐ญ๐žย ๐ข๐ง ๐ฒ๐จ๐ฎ๐ซ ๐š๐ฎ๐๐ข๐ž๐ง๐œ๐ž๐ฌ ๐ฅ๐š๐ง๐ ๐ฎ๐š๐ ๐ž:ย If your product is for the masses, let your language reflect that.

3. ๐’๐ฉ๐ž๐œ๐ข๐Ÿ๐ข๐œ ๐ฅ๐š๐ง๐ ๐ฎ๐š๐ ๐ž: Taking into account the above; be specific on what value proposition/benefit the customer is getting and in language format your target audience resonates with. If your product will save someone half a days work by using your service, then explain that clearly!

The lesson ๐Ÿ‘จ๐Ÿปโ€๐Ÿซ
a) Does the reader know exactly what Iโ€™m selling?
b) Will the reader even care?

One of the most essential objectives of your advertising copy… is clarity.

If you get it wrong… your intended audience may not even bother to read it! ๐Ÿ˜

Your benefit to the intended reader/view and what s/he stands to gain from it, if they take action; should be crystal clear.

Do the above. Simple, yet effective – and you’ll already be steps ahead of many competitors! ๐Ÿ‘Œ