Lead Generation for Lawyers

Laura Caveney
15th February 2021

Generating leads for your law firm is no walk in the park. But we’ll walk you through some key statistics to keep in mind, plus how you can use data on your existing leads to help you drive new ones.

Struggling to generate more leads for your law firm? Competition is steep and prospective clients are overwhelmed with choice.

Our conversion benchmark report analysed key data points across sectors so we could better understand which channels and conversions work best for your business.

You can download our Legal Conversion Benchmark Report to find the full data breakdown on how lead generation works in the legal sector.


Key Legal Marketing Stats to Keep in Mind

Our conversion benchmark report analysed thousands of data points across our legal clients. Downloading the full report will give you access to all the data but here are some of the highlights.

Across all channels, law firms saw conversion type split to 61% by call compared to 39% by form submission.

67% of legal leads generated by PPC campaigns came through by call, while 33% came through by form.

Meanwhile, less than 20% of legal leads generated by paid social media came through by call, compared to 80% by form.

Pay per click had the largest percentage share of all traffic, at over 57%.

For conversions, email had the highest conversion rate at almost 4.5%. Organic search was a close second with a conversion rate of 4.2%.

Meanwhile, social media channels had the worst conversion rate at just 1.6% averaged across LinkedIn, Facebook, Instagram and Twitter. Download the full report here.


Recommendations to Optimise Lead Generation for Lawyers

These stats will get you some of the way when it comes to optimising your marketing efforts for lead generation.

But the best way to continually improve your marketing to drive more legal leads is by using your own data.

Here are 3 easy wins to help you boost your legal lead generation.


Be Available Where Clients Want You

It’s all well and good having a phone for potential clients to call. But what if they don’t want to call?

While we know from our Legal Conversion Benchmark Report that 60% of inbound conversions are calls, a massive 40% are forms. And what about live chat?

Use our insights from our benchmark report to provide the right CTAs on the right landing pages, so your customers can reach you by their preferred method.


Get Data on Existing Clients

Our conversion benchmark report was created using Ruler Analytics. This marketing attribution and call tracking tool connects your leads and sales to your marketing initiatives.


how marketing attribution works

Understanding how your marketing impacts your revenue is key, particularly for those in the legal sector. By understanding which channels, campaigns and even keywords are driving revenue, you can optimise your campaigns and your budgets.

With Ruler, you can pass all of your lead and marketing data to your CRM and case management systems. You can also push your revenue data in your CRM and have it correctly attributed in your marketing tools.

This means you can assess every lead and client you get. With this data, you’ll be able to spot new trends like:

Keep reading to find out how to get started.


Stop Tracking Leads, Start Tracking Revenue

At the end of the month, do you work out your ROI by counting each new lead per category and assessing the total against the amount of budget spent on that category?

We hate to say it but this is a massive waste of time and resources. Plus, it’s inaccurate. While lead tracking is important, revenue tracking is more vital to understanding how marketing is driving leads.

With Ruler, you can have a closed loop view of your marketing and sales initiatives.


Getting Started with Ruler Analytics

Here’s how it works.

A potential client lands on your website for the first time. In this example, we’ll say she landed on your site from an organic search.

Ruler starts tracking this user, collecting her source data, and any pages she interacts with plus more useful insights.

legal lead generation beginning of customer journey


She visits your site again after seeing and clicking on a PPC advert. However, she still doesn’t convert.

Finally, she visits again via a direct search and converts into a lead by calling your law firm.

legal lead generation, lead conversion


At this point, Ruler sends all the data it holds on that user to your CRM. Your first response handlers will have all of the info on this lead right on their computer screen.

CRM data for legal lead generation


In the legal industry, cases won’t close for months, maybe years. But that’s ok! Ruler will continue to track and update the user.

After they convert and the case is closed, whether that’s three months or three years, Ruler will scrape the amount of revenue generated from that client and push it into your marketing tools and apps. There, Ruler will attribute your revenue to the correct campaigns and channels.


Wrapping Up

Generating legal leads is never going to be easy. But it can be easier. And what you need to make it easier is simple. Ruler Analytics is the missing key which will allow you to unlock vital data to drive more leads, and most importantly, more revenue.

Find out what data you can unlock from Ruler by downloading our Legal Benchmark Conversion Report, or, start marketing better by booking a demo.