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Lead Follow-Up: Best Practices For Law Firms

Updated: Aug 20, 2021

5 Simple Tips On Sending Follow-Ups To Potential Clients

When you successfully get users to subscribe to your email lists, that means you already caught their attention. In most cases, they're either subscribing for more content, news, and website updates. For law firms, getting people to subscribe to your email lists might be a step closer to users becoming clients.

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Explaining Lead Follow-Ups

The goal of a lead follow-up is to stay in touch with potential clients after they've been introduced to your law firm, your website, or your legal blog. The point of following up is to increase conversions. In other words, you convince clients to go through with a certain Call-To-Action (CTA).

These follow-ups can be accomplished through email, phone calls, social media, or face-to-face interaction. To achieve this, you must first understand everything you can about your potential clients. You have to keep an eye on their needs, behavior, and communication preferences.

Remember: This is why subscription forms sometimes ask for more user data. For example, some websites ask for users' age, employment, and interests. This lets you or your marketing team know the best way to approach a lead for a follow-up.

Following up on leads is a difficult task. However, it is a great marketing strategy that can boost your conversions. After all, some clients can be hesitant. By doing follow-ups, you extend the time a potential client is involved with your law firm—even after they click off your website.

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How Do Effectively Follow-Up On Your Leads?

Through effective Lawyer SEO and content marketing, you now have a list of people who have subscribed to your email lists. So, how do you follow up on them?

1. Don't Do It Too Often

You want to contact a lead as soon as possible, which means phoning them several times in a short amount of time, right? However, doing so can easily make it seem like you're badgering a potential client.

So, how do you strike a balance between contacting them just enough to get in touch and not bothering them?

Here's how: make a schedule for lead follow-ups and stick to it. The schedules for each prospect may vary, depending on what they need, where they live, and what type of content they're most interested in.

2. Personalize Your Follow-Up Emails

While automation can be efficient, generic emails can sometimes make you sound detached and interested. Generic responses, which provide no value, motivation, or compelling reason, are almost as bad as not responding at all. They provide no value, encouragement, or compelling reasons for clients to respond.

Remember: Personalize your follow-up emails by utilizing user data.

If a user stated they wanted to read more about Personal Injury Laws, don't send them content about Business Litigation or Family Law. If they're looking for an employment lawyer to hire in the future, don't talk about your specialization in Criminal Defense.

3. Use Different Mediums

You can follow up with your prospects in a variety of ways. Calls, chat, SMS, emailing, and events are all options. You can also interact with your prospects through social media.

In general, there is no such thing as the optimal time or method for contacting someone. Every potential client has a preferred method of communication. Some prospects might even prefer to speak with you directly over the phone. You'll need to tailor your approach to the person you're contacting.

4. Provide Fresh And Valuable Content

The majority of follow-up emails or phone calls are unsuccessful because they come off as blatant sales pitches. A follow-up, like a marketing email, needs to be interesting or has incentives for users to read and respond to it.

Remember: Keep in mind that giving new and useful content might boost conversion rates.

To keep the conversation going, share relevant content, link new blogs, send newsletters, and offer exclusive content.

5. Sponsor Or Organize Events

Most businesses will invite users to a webinar about a topic relevant to their industry. They'll sometimes invite experts and key people in their industry or do a product demo.

Remember: Unlike emails, face-to-face follow-ups allow you more opportunity to gauge your prospect's expression and body language.

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This can be applied to law firms, too. You can organize lectures, forums, and free classes related to the law or the sociopolitical issues related to it. Just make sure your event provides value and incentives for people to attend.

Not to mention, these events can also boost your law firm's social proof.

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