How To Improve Client Conversion For Law Firms (Client Intake)

How To Improve Client Conversion For Law Firms (Client Intake)Looking to improve client intake for your law firm? How do you increase client conversions? How do you turn more of your prospects into new clients?

Why Client Conversion Fascinates Me

As a long term law firm marketing man, from both inside law firms until 2003, and since then running my law firm marketing consultancy, I quickly realised that the first form of marketing that you should undertake is not to simply spend more money making the telephone ring more, but instead to ensure that when the telephone did ring, everything possible was done to turn that prospect into a new client.

Whilst all of my competition and most law firm owners were looking for the next marketing tactic to use to generate more client enquiries, I realised that I probably didn’t need to make the telephone ring more, I just needed to ensure that more of the prospects calling converted into new clients.

By how much?

Well, that depends on your numbers.

You cannot start this process unless you know your numbers.

How Much Do You Need To Increase Your Client Intake By?

Every law firm owner should know how many EXTRA clients they need to take on to reach their ideal turnover.

To keep things simple, let’s just deal with one solicitor or fee earner.

Let’s assume that this fee earner wants to increase their billing by £10,000 each month, and that each new client is worth an average of £1,000 in profit costs.

We now know that this solicitor needs an additional 10 clients each month on top of their current client intake to reach their new target.

Now that we know this, let’s look at their existing client intake/conversion numbers.

Current Client Intake

I am going to use numbers that I commonly see in my many discussions with law firm owners every year.

The same solicitor in the story above receives 30 enquiries every month and converts 7 of those into new client instructions.

His client conversion rate is 23%.

Now I know from experience that this is a fairly average conversion number across many different legal services, from business to consumer to business to business legal services.

By looking at these numbers, I hope you can now see that to generate the additional 10 new client instructions each month, he or she now has two ways to increase their turnover by £10,000 a month by taking on additional 10 clients.

  1. With a conversion rate of 23%, the solicitor can make the telephone ring an additional 43 times every month; or
  2. The solicitor can work on every aspect of their client conversion process to dramatically increase the conversion percentage to 56%.

Which do you think is the most cost effective option?

Which option should the law firm choose first?

They could spend several thousand pounds a month to generate 43 more telephone calls, or they can fix all of the gaps in their client intake processes to improve the client conversion from 23% to 56%.

If they take this option, it will repay them every time that they decide to grow turnover, because they will be able to spend a lot less than any of their competition to grow.

Summary – Improving Client Conversion / Intake

The Meaningful ConversationMastering the art of client conversion has been a permanent quest for me since I entered the legal world and started marketing legal services.

It is why I coined the phrase The Meaningful Conversation and devoted an entire chapter of my book, The Law Firm Growth Formula, to the topic of client conversion.

If you are serious about growing your law firm, mastering the client conversion process is an incredibly smart thing to do.

It will allow you to grow your law firm for a fraction of the cost that your competition will have to pay, giving you a much more profitable business.

Case Study

“We’re busier and more profitable than ever before, but we’re also having more fun too.”

I came across Nick and Samson Consulting back when I was employed and looking for help to grow my caseload.

Unsurprisingly I found him on Google (he definitely has a knack for that platform!), while looking for a legal marketing expert, and ended up joining his Marketing4Solicitors group, learning from afar for several years.

His advice was smart, sound and – most importantly – it worked.

And that’s why when I came to start my own firm up three years ago, I pretty quickly ended up giving Nick a call and started working with him.

I had used another company to help me with some online marketing before that, and to be honest – it was an absolute disaster, costing huge amounts of money and not really delivering any tangible results.

I hoped that wouldn’t be the case with Nick, and I was right.

I brought him right into the business, getting him involved top to bottom, and I can honestly say that it’s the best thing I’ve ever done.

His guidance quickly starting paying dividends, as he coached and mentored me on how to generate more interest and achieve more client instructions, as well as generally how to structure the firm in a way that was the most profitable and productive.

Three years in, and I’m over the moon with the impact that Nick has had on my business.

We’ve got a clear focus and a direction, we know why we do what we do, and most of importantly at all, we’re more successful.

We’re busier and more profitable than ever before, but we’re also having more fun too.

That’s one of the best things about working with Nick – the fact that the advice and guidance he gives is so holistic.

It’s not just about making money, although he has had a huge impact on that for us, but it’s also about helping me to enjoy my life, and growing my firm in a way that means that I have more money in the bank, but more time to enjoy life with my family too.

I guess that’s what makes him so different to others out there – he really does have my best interests at heart and I trust him implicitly.

It’s hard for me to convey just how good Nick is at what he does – before I started working with him, I thought I was pretty good with PR and marketing, but the truth is that in comparison to Nick, I really don’t know anything.

Nick really is a very, very smart guy, and when it comes to running a profitable legal firm, I think there are very few people who could touch him.

And that’s why I’m glad he’s on my team, and that isn’t just hyperbole – he really is a part of my team: any significant business decision I make is run by him first, because I know he’ll give me useful, tangible and practical advice that’ll result in the best outcome for me and the people I care about.

Before working with Nick, I felt like I was on my own, and the future of the firm was on my shoulders; to be honest it was quite a weight.

But now, I’m relaxed about the future, because I know that I’ve got Nick in my corner, one of the smartest marketing minds I’ve ever come across, and a truly honest good guy to boot.

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