Lots of law firm owners are getting frustrated about the amount of time it takes to sift through all the new client inquiries that are coming into their law firm.
Seems like a good problem to have, right?
All of a sudden your marketing has taken off, it’s working well.
You’re getting lots of new client leads.
But then you get a new problem, which is how do you work your way through all those client inquiries and leads, to figure out which of those clients you want to work with?
The answer I have for you is the quickest, most effective way of figuring that out without requiring you to manually go through and assess them all.
You do it by using an online quiz.
You build an online quiz and put it on your website, for people to complete.
Ask them questions about themselves to figure out whether they meet your ideal client profile and also give them something they want at the same time.
Lots of lawyers are using online quizzes really successfully now.
For example, one customer of mine, she helps couples going through separations in an amicable way.
She uses an online quiz to get leads and figure out which ones of those leads meet her ideal client profile. Then she turns those leads into paying clients.
She gets hundreds of people going through her online quiz every month, which has been really, really great to see.
Imagine the bottleneck that would create if she was dealing with them in a hands-on way.
But she doesn’t have to, because the quiz takes care of a lot of that for her.
What I also see is a lot of lawyers creating online quizzes, that pretty much no one ever does.
Nobody wants to do their quizzes, and often it’s just because they’re boring.
That’s something lawyers often don’t think about when they’re creating an online quiz.
They don’t think about creating something that their ideal client really wants.
I’ve created a five-step process to help you create a really fantastic online quiz that your ideal clients will really want to take, so that you can get more of those ideal clients.
Step 1: Write the press release first
This is something we do at Automio quite regularly.
For example, at the moment, we’re building a new version of our technology.
Before we even started designing this technology, we wrote the press release about what the technology is and what it could do.
This is a really good thing to do for your online quiz, write a press release about it.
Why is it successful? What does it do? Talk about the most interesting, novel and newsworthy aspects of your quiz.
When you begin with the end and the mind, that really helps to guide you through what you want to achieve and how you can achieve it.
Step 2: The four W’s
The four W’s are Who, What, When and Where.
Start with Who. Who is the quiz for?
You need to get really specific about who your ideal client is.
Not only do you need to know who they are, you need to know about them as well.
You need to know their age, location, and those basic demographics.
But you also need to know about their fears, frustrations, wants, aspirations and values as well.
The more you know about them, the more likely it is you’ll create a quiz that they love.
You also need to know what their online behaviour is like.
Where do they hang out online? Are they hanging out in Zoom? In Facebook groups? Do they like Facebook? Do they prefer LinkedIn?
Where do they hang out?
The second W is Why.
Why would your ideal client take this quiz? What’s in it for them?
You need to figure out what a problem is that they have, and how your quiz can give them something that will help to solve that problem.
This is a really key part of making a quiz that appeals to your ideal client.
The third W is What.
Once your ideal client has taken the quiz, what do they get at the end?
Some people will just get an answer.
You might give them some sort of report at the end that provides a bunch of information.
When I think about some really successful quizzes that I’ve seen over the years, one that I think about is the one that’s like, Which Sex and the City Character Are You?
Are you a Carrie, a Miranda, a Samantha or a Charlotte?
OK, don’t laugh.
For someone taking that quiz, they know they’re getting an answer.
You need to think about what’s something your ideal client wants, that you can give them at the end of your quiz.
Having a good What is another thing that encourages your ideal client to take the quiz in the first place.
The fourth W is Where.
Where are you going to promote this quiz so that your ideal clients are going to see it?
This is why knowing your ideal client’s online behaviour is really important.
If you know they’re in Facebook groups, you can go and share your quiz in those groups.
Are they Googling to get an answer to their problem?
If they are, you could run a Google ad that takes them through to your website, and you can have the quiz there.
Knowing your ideal client really helps you to understand where to promote your quiz so you can draw in as many of those ideal clients as possible.
Step 3: Test the topic
So at this stage, you still haven’t created the quiz, OK?
We’re still in the planning phase.
Once you know your four W’s, there will probably be a few quiz topics that you’re thinking about.
Before you create your quiz, it’s really important that you choose a good topic, because the topic is key.
It almost goes without saying, but your topic really needs to resonate with your ideal clients.
The best way to find one that does that is to come up with a couple of different quiz topics, and then test them with your audience.
One great way to run tests is to do some split testing with your mailing list.
A split test is when you split your mailing list in half, and you send different emails to each half to gauge how they react to each one.
Say you have two potential quiz topics.
You’d put one quiz topic in the subject of email A and you’d put the second quiz topic in the subject of email B.
Send those emails out to half of your mailing list each, and you’ll get a good indication of what your ideal client likes best based on whichever one gets the highest open rate.
Now, would it be random for your mailing list to get an email, just with a quiz topic as the subject line?
Yes, it would be. So you do need to fill out the body of the email.
You could say something like, “Hi there, I’m currently in the process of creating a really awesome online quiz for our amazing clients.
“To help me finish off this quiz, can you please answer this question.”
You can then ask them any question you want – it could be something about your quiz or even some sort of market research about your ideal client.
That’s really just to pad out the email and make it not seem so random.
What you’ll be most interested in is seeing which of the subject lines resonates with the people on your mailing list the most.
Step 4: Investigate your leads
Once you’ve tested and chosen your topic, you’re going to start building your quiz.
Obviously, you need your quiz to include questions that will help you to come up with some sort of result.
Take the Sex and the City example from before.
You can have questions that you absolutely have to ask, because it will help you come to whether they are a Miranda, a Samantha, a Carrie or a Charlotte.
But you can also ask questions that will help you to figure out whether these people meet your ideal client profile or not.
Perhaps their location, their age, their income bracket. The things that you need to know about these people to help you figure out whether they’ll be an ideal client for you.
You can build out the quiz with those questions as well, and that really helps you to qualify the people who are taking your quiz to find the best ones for you.
Step 5: Clarifying your call to action
So you’ve had someone go through your quiz, and they get to the end and they get the result, whatever that is, and it also turns out they fit your ideal client profile.
It’s a really good opportunity to ask that person to take some sort of action at that point.
You’ve just engaged with them. If they’ve liked the quiz, then that doesn’t necessarily mean they’re ready to hire you.
So, why not ask them to take an action?
You could ask them to download a guide you’ve got available. You could ask them to sign up for a webinar you’ve got coming up. You could ask them to book a call with you.
Whatever it is that you’d like them to do, you can ask them at this point.
This is how to keep that ideal client engaged with you, by continuing to offer them things that are valuable to them.
Think about who they are and what they want or need, and use that to come up with an action that adds value to their lives, while also allowing you to continue to interact with them.
So those are the five steps.
Now, once you’ve got your online quiz and it’s on your website, you’ll start to get people coming through it.
You’ll be finding out information about these people, and you’ll have their email address, which they will have given you before they take the quiz.
So what do you do next?
Some people, once they’ve got to the end of the quiz, may take the call to action that you’ve asked them to do.
But most people won’t. And that’s fine, that happens to everybody.
So, what do you do with all the other people who don’t take that action at the end of the quiz?
You need to nurture those leads along a buying journey to become your client.
You can do that in a number of different ways, but the most popular way is to send them a sequence of emails over a certain time period.
Take them on an email journey that touches on their pain points and warms them up to the point where they see you as the best law firm for their needs or their situation.
If you’re interested in scaling a law firm, or building, designing and selling online legal solutions and learning about how to do the marketing around that, then there’s plenty more for you to discover over in my Savvy Lawyers Facebook group.
