How do law firms keep their lead generation expenses down and still generate the most bang-for-the-buck? By choosing the most cost-effective method of generating new clients. So what works best and why? What are the conversion rates and hidden costs?

Two common types of internet-generated legal leads:

1. Mass distributed email leads
2. Qualified, exclusive-to-your-firm, phone leads

Mass distributed email legal leads

These types of legal leads are typically generated from a generic “consumer law information” website, which does not promote any specific attorney.

Email legal leads from these sites may be deceptively cheaper, but the prospects are typically not as serious about hiring an attorney, and usually have no information about your firm in particular when they are filling in an online lead form. Site visitors are simply information gatherers seeking answers to questions, not yet seeking to hire an attorney.

Conversion rates on legal leads from these “non-specific attorney” sites are typically very low. A law firm may need to speak to quite a few info gatherers before before finding one that’s ready commitment to hire your firm (the hidden expense of additional time invested to close a new client).

Plus, since the same lead was sent to multiple law firms, competitors may also be attempting to reach each one at the same time — further diminishing your potential conversion rate for the lead.

Qualified, exclusive to your firm, phone legal leads

On the other hand, when a prospect consciously chooses to call your firm, and is readily available on the phone when first contact is made, you’ve resolved two of the most pressing issues of mass-distributed “bankruptcy info” legal leads. One, you do not have to spend staff time and expense to initially make contact with the prospect. And two, the prospect has already researched your firm and chosen to call you — with the intent of setting up a consult appointment. This prospect is many times more likely to hire your firm. And consequently, conversion rates are typically much higher (sometimes reported as high as 80-90%).