5 Tips for Getting More Consultations From Your Practice’s Website

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By Omnizant Team
Law Firm Marketing Agency

Losing sleep over losing leads? We’ve got some practical tips to get your law firm back on track, starting with your website conversion page. 

Your consultation request or contact page is absolutely critical. It’s a key moment that can either make or break your relationship with a potential client. That’s why we want to share five ways to improve your performance.

From testing the language on the page and automated scheduling tools to immediate communication, here’s your quickstart guide to getting more conversions through your website.

1. Get the wording just right

Words on the page: On your consultation request page, every word counts. The language you use must be clear, concise, and persuasive. Potential clients need to know exactly what they’ll get from the consultation and why it’s worth their time.

If your consultation is free, be sure to communicate that value proposition upfront! This can be a powerful motivator for people to book a consultation.

Words on the button: Your Call-to-Action (CTA) button must be prominent and compelling. It should be the natural next step for a visitor to take on your website.

This page is a high ROI opportunity where it might make sense to invest in a professional sales copywriter. But don’t stop there.

You must test and iterate to find out what works best. Try different phrasing, designs, and CTAs to see what resonates best with your audience. Track your conversion results for continuous improvement.

2. Consider real-time scheduling tools

If you don’t want to devote any more staff hours, real-time scheduling tools like Acuity or Calendly can be game-changers. 

These tools automate the scheduling process and seamlessly integrate with your website, eliminating the back-and-forth emails or phone calls that often cause delays or missed appointments.

How it works: With just a few clicks, potential clients can see an attorney’s availability in real-time and book a consultation at their convenience. These tools send automated reminders and confirmations to both the attorney and the client, reducing the likelihood of no-shows.

Benefits: These tools are empowering and effortless for all parties, when implemented correctly.

  • Staff: Save time
  • Potential clients: Streamline the booking process 
  • Attorneys: Better time allocation and schedule management

3. Try live-chat with agents who can access your calendar

Similarly, you can use a live chat feature with agents who have access to the calendar of your team members.

Field initial questions: These agents can answer initial inquiries from potential clients via the live chat feature on the firm’s website. This is a quick and convenient way for visitors to get information about your firm’s services.

Capture the lead: With access to the attorney’s calendar, the agent can also seamlessly schedule a consultation for the client and eliminate any barriers to booking. 

This personalized, high-touch approach is a powerful way to build trust and rapport with potential clients—and can ultimately result in more consultations and more business for your firm.

4. Communicate ASAP

If you want to improve your chances of booking more consultations, it’s critical to respond to inquiries quickly. Many potential clients are submitting web forms to multiple sites, so the first law firm to respond has a much higher chance of winning their business.

Nine hours.

According to the “2023 Marketing Outlook for Law Firms” report from CallRail, on average, it takes a law firm nine hours to respond after a prospect reaches out. 

That’s a long time to leave a potential client hanging—and it could cost you that business. In fact, law firms estimate that slow response times cost them approximately 64 clients per year, at a cost of over $16,000 per client.

Prompt responses increase the likelihood of converting a client into a customer, as well as demonstrating your professionalism and dedication to excellent customer service. Automated scheduling services can help close this gap so there is always a response even if staff are off duty.

5. Confirm and follow up before the meeting

People are busy and inboxes are full. 

To maximize your chances of converting them, confirm with an immediate invitation that includes the details of the meeting. Follow up with a gentle reminder prior to the appointment. 

This also helps the potential client feel prepared and informed. Once you build trust and establish rapport ahead of time, it’s a lot easier for the attorney to progress from successful consultation to retaining your firm.

Pro Tip: Consider including a video of the attorney they will be meeting with to reduce anxiety and establish a sense of comfort. Loom is a great tool for this purpose.

Review and next steps

Here’s how to get more consultations and convert them into clients:

  • Automate what you can
  • Test and tweak the language
  • Communicate often

Lead-gen is the engine that powers your business. If your firm is struggling to generate leads and seal the deal, it’s time to get help. The friendly experts at Omnizant are ready to assist, and we’ve got the portfolio to prove it. We look forward to speaking with you!

About the Author
Since 2006, Omnizant's team of digital marketing experts, designers, developers and writers has helped over 2,000 law firms develop powerful websites that drive business growth.