A lot of law firm owners are coming to me really frustrated because they can see that quite a lot of people are visiting their website, but then leaving without making contact.
Without calling or emailing, or booking an appointment.
The question I get asked a lot is, “Once those people leave the website, how can I get them back?”
The answer is, you can’t. If you want them, you have to collect their contact details while they’re still on your site.
The most effective way of doing that is by using a lead magnet.
A lead magnet is a valuable piece of content that people visiting your website will download in exchange for giving you their email address.
It could be a guide, or a checklist, or a white paper…anything your website users consider valuable enough to give you their contact details.
The reason you want their email address is so you can add them to your mailing list. From there, you can nurture them through a series of emails to turn them into paying clients.
The next question then is, how do you create a valuable piece of content that people coming to your website actually want to download?
So I wanna share with you my three-step framework for how to create a fantastic lead magnet for your law firm so you can convert website visitors into paying clients.
#1: Focus on the pain
When people come to your law firm’s website, it’s because they have some sort of problem or they’re experiencing some sort of life event and they’re thinking about getting the help of a lawyer.
It’s really important that you understand what that problem or that life event is, and how to explain it in the words of your client or the people coming to your website.
It needs to be in their words, not yours, because they need to understand what it is, and it needs to appeal to them.
Focusing on the pain is the most effective way of marketing and creating valuable content for your ideal client.
Don’t focus on something they want, agitate the pain they’re feeling right now then present your solution.
I’ll give you an example…
When I had my law firm, we had an online conveyancing service for first home buyers.
One of our ideal clients’ biggest pain points was that when they were searching for their first home, they would get really anxious about potentially signing their first offer contract.
They knew there were a few different traps for first home buyers, and they didn’t want to fall into one.
What we did is, we created a lead magnet called ‘10 mistakes first home buyers make and how to avoid them.’
We really focused on that pain point that first home buyers had of making a silly mistake that they just didn’t know about.
It’s important you understand the pain points and the problems that bring people to your website so you can create something that addresses that problem.
#2: Your lead magnet must solve an urgent need
In order to make someone want to use your lead magnet, they have to have a need for it right now.
If it’s not a problem they need solving now, even if they like the look of your lead magnet, there’s no impetus for them to download it.
Once they leave your website, there’s no guarantee they’ll come back to download your lead magnet, and that’s not what you want.
You need to capitalise on them being on your site with something that they need now.
Let’s go back to that example of the first home buyer’s guide we had, ‘10 mistakes first home buyers make and how to avoid them.’
That, ‘how to avoid them’ bit, that’s really the bit that tells someone we will solve their urgent need.
Not only did we tell them what the mistakes are, we told them how to actively avoid them so they could go forward into open homes, talk to real estate agents and be confident they could avoid making common mistakes.
#3: Your lead magnet must target a specific type of client
It’s really important that when you’re addressing a problem and presenting a solution to that problem, that it’s for a specific type of client.
If you don’t focus on a specific client, your message is just gonna get lost in the wash.
It won’t resonate with your ideal client, because it won’t feel like you’re talking specifically to them. And that’s what you really NEED to do.
Let’s go back to the example of our guide for first home buyers again…
It was really specifically for first home buyers.
It wasn’t for just any home buyer, or buyers and sellers, it was specifically for first home buyers.
Anybody who was a first home buyer knew that guide was written especially for them, which means they’re more likely to download it and give you their email address.
Speaking of online communities, you can sign up to my Savvy Lawyers Facebook group for plenty more tips and ideas on growing and scaling a modern, successful, 7-figure law firm.
