Help! Leads are Down at My Law Firm. What Should I Do?
I’ve been working in digital marketing for law firms for 10 years. And in the online world, years are like dog years, so I’ve essentially been doing this for 70 years.
The point is, I’m old in the game. During that time, I have worked with several hundred law firms of various sizes and types on their digital marketing strategies.
At some point, every month, without fail, I get the same message: “Help! Leads are down this [week/month], what’s going on?” Usually, it comes after a streak of positive months of ever-increasing numbers.
Here’s What You Should Do:
Panic.
No, just kidding. Panicking doesn’t help.
First, a Bit of Context:
Never, ever, ever in the history of any law firm has a firm received the same number of leads and clients every month.
Things fluctuate. That’s life.
Just like the stock market goes up and down depending on the day, so do law firm leads.
The important part is that the trend over time is positive. A week or a month is nothing to worry about. But if you get to three months of a problem, then something is going on.
So, first step.
Relax. It’s normal.
Leads can be down for any number of reasons. Here are a few:
- Seasonality in Search Volume: There is seasonality in searches. Sometimes people are looking, sometimes they aren’t. Additionally, holidays, spring break, vacations, school calendars, etc., affect when people inquire.
- Referral Marketing: Are your referral partners still sending you business at the same volume they have been in the past? If not, why not?
- Butterfly Migration: Potential clients were captivated by a sudden butterfly migration within the week, leading them to prioritize nature watching over seeking legal assistance.
- Search Trends Fluctuate Weekly: Fluctuations in search volume can occur across a variety of legal practices due to media coverage of high-profile cases, legislative changes, or shifts in public concern. Whether your firm specializes in family law, corporate litigation, real estate, or any other area, these external factors can significantly impact how often potential clients are searching for legal services in your field.
- Competition Changes: Did one of your competitors launch a big advertising campaign or make a material change to their marketing?
- Economic Fluctuations: Shifts in the economy, such as a sudden stock market drop or real estate market adjustments, can influence individuals to reassess and possibly contact a lawyer for help.
- Algorithm Changes: Did a Google algorithm change negatively affect you or, more likely, improve the results of a competitor?
- Market Entry of New Firms: New firms entering the local market, offering similar services, impacting lead distribution.
The point is: things fluctuate.
In the Short Run, There are Four Solutions:
- Increase Your Google Ads and Social Media Ads Investment: You can always invest more in ads to get more leads in the door. In fact, if you have an ad campaign that works well, you could double it. Ads can work for a long time and should be a part of your marketing strategy…but they are like a drug. You can get hooked on them, and over time, it takes more and more to get high…I mean, keep getting inquiries. In economics, they call it “diminishing marginal returns.” That said, in a pinch, increase the budget.
- Step Up Your Referral Game: If you’re heavily reliant on referrals, how well are you taking care of your referral sources and working to generate new ones? It doesn’t matter if you’ve been practicing for 3 years or 30; having a solid referral plan is always an essential part of marketing. And if you’re reading this, odds are you’ve been slacking a bit—time to get on track.
- Do Something New: Try something different. Seriously. Open your mind. “That won’t work for my firm.” Well, why not give it a try? Really, give it some effort and come with an open mind. I’m an old dog in the marketing game, always searching for new tricks – and new tricks there are. But you have to be willing to give them a shot.
- Launch a Repeatable, Higher-Volume, Highly Profitable Product: In every practice area, you can provide lower-priced, high-volume services that can serve as a highly profitable growth engine every month. There’s a reason Mercedes has a C class, BWM a 3-series, and Audi their 3-models. Not everyone can afford the highest-end S-Series, 8-Series, or S-8 series. Criminal defense lawyer? Get a good set of DWI cases. Family lawyer? A slew of prenups or uncontested divorces. Estate planner? Uncontested probates are a great service. Immigration? Pick a common visa to sell.
Diversify.
It doesn’t matter what your marketing strategy is. Ideally, you have a well-developed portfolio of marketing outlets. When one is lagging, another is performing well.
Final Thoughts
“Beware of an old man in a profession where men usually die young.” Not to say I am the old man, but I have been playing on the internet since 1995. I’ve seen too many fluctuations, too many days, weeks, and months to panic. The point is: that one week or one month doesn’t make a trend.
Take it as a wake-up call, and get to work on your marketing.