Bottom of the Funnel Systems

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By Omnizant Team
Law Firm Marketing Agency

Converting leads into clients is a delicate process—but no moment is more delicate than signing that retainer agreement. Strong bottom of the funnel systems can help you close more deals.

Attracting prospects is not the whole game! You need a robust bottom of the funnel system to actually get people signed. 

Here are five things lawyers need to know about bottom of the funnel systems to increase conversion rates and maintain a healthy flow of new business.

What is the bottom of the funnel?

A funnel is your client’s journey from discovery to retention, starting with broad awareness and funneling them through a process toward a specific outcome. SEO for lawyers can apply to all stages of a funnel, FYI.

The top of the funnel is about awareness. This is for people who are aware they have a problem but they’re not yet ready to take action. Education and engagement are important in this stage. 

The bottom of the funnel is about action. This is when someone is prepared to make the decision about hiring and paying for a lawyer. Trust, clarity, responsiveness and personalized communication are key components here.

The bottom of the funnel is where a person actually becomes your client. It’s the stage where they have a consultation, sign the contract or otherwise commit to retain you. This is a highly emotional stage, where the client has high expectations and there’s a lot riding on your every action.

Because there’s so much at stake and so many moving pieces, the right system can support you in closing the deal at the bottom of the funnel.

Your digital systems should support your efficiency in closing leads.

Your website, your CRM and other software should work together to track and guide prospects from top to bottom of the funnel.

Funnel design can have high ROI—but it is a major, multi-component undertaking that is best handled by digital marketing experts. 

Ultimately, you need a cohesive system of digital tools that work together to form a conversion powerhouse. This means strategic calls-to-action, intuitive navigation, compelling content and marketing campaigns that will drive lead generation and nurture prospects.

All your digital tools should be hooked together into a chain, so information never gets lost. 

For instance, a smart funnel should be able to track who clicked, when they clicked and what they clicked on. It should be able to provide prompt and personalized follow-ups so no leads fall through the cracks. Automated email sequences can be hugely effective, but simpler systems can be just as effective with supporting human outreach.

Bottom of the funnel: Digital systems can simplify document management, billing and automatic personalized email follow-ups.

Human touch and personalization can seal the deal.

Personalized interactions with a real human can be the key to closing a deal—but digital tools can help you and your team with this.

Bottom of the funnel: Customize your communications and materials based on everything your CRM knows about the prospect. Tailor all your content to that person’s needs, such as offering WhatsApp consultations and attaching relevant resources in their onboarding email. 

Personalization fosters trust. Loyalty starts early! Remember, a happy lead is a happy client is a happy referral source.

Describe your value and call for action—at every step.

Every time you communicate with a prospective client, make sure you’re reiterating your value or your UVP. You should also clearly explain what the next step is. 

In every interaction, keep prospects interested and on track. 

There’s a way to showcase your firm’s value without hitting people over the head with your giant ego. You also need to tell people what action to take next without taking away their agency.

Bottom of the funnel: Articulate emotional outcomes in all your communications at this stage. Restate your UVP and how it applies to their case. Reference a satisfied client who had a similar situation. Lay out choices for next steps and what they can expect with each option. This puts the prospect in a position of empowerment.

Guidelines exist for a reason, so adhere to them strictly.

Legal regulations are non-negotiable. Your local bar association may have specific ethical guidelines on marketing, review request protocols, disclaimers when sharing testimonials/references, thank-you gifts and other aspects of your digital presence.

Adjust to your legal constraints while maintaining the integrity of your bottom of the funnel systems

When a prospect is close to becoming a client, a lot of data will change hands.

You may be managing confidential information. You’ll need a way to safely and legally maintain their privacy while storing essential data at hand for your team. This includes ongoing communications and case notes, too.

You’ll also be providing a fee disclosure and setting up payment methods. Make sure you have an iron-clad accounting partner to protect your clients’ financial information.

Of course, you need to check in about conflicts of interest before signing any agreements. 

Bottom of the funnel: This is the most fragile moment in the client selection process. Have confidence about bar association guidelines when speaking to prospects, as your commitment to ethics will build trust.

Feedback loops will keep you on track.

Finally, feedback is the lifeblood of improvement. Don’t let your funnels get stale.

At the appropriate moment, ask for feedback from your clients and your marketing team.

The most successful law firms have systems to collect feedback from stakeholders. In your firm, this could be client surveys, consultation debriefs, case progress updates or basic feedback requests.

You’re looking to identify bottlenecks. Uncover moments where unclear language or lack of timely response caused a client to doubt you. Test and tweak your funnel methodically to refine your approach and improve conversion outcomes.

Review and next steps

Your bottom of the funnel systems set the groundwork for converting a prospect into a client—and nurturing a client into a long-term relationship. 

Integrated digital systems can help you empower your team and personalize your outreach, resulting in more conversions. 

Your website is the foundation of sustainable growth and profitability. Start optimizing your approach today and watch as your legal practice thrives. Book a consultation with the experts at Omnizant, and learn why thousands of law firms have chosen to work with Omnizant.

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.