Glide Path: Revisiting the Client Journey

It’s important for law firms to create and manage a ‘client journey’.  In layperson’s terms, that’s really just an intake process.  So, you have to ask yourself the question: ‘How do leads become clients of my firm?’  And then, you need to follow that primary question down all pathways, eg – How many times do we followup to schedule an initial intake, before giving it up?  When does a lead become a ‘lost lead’, that we just revert to a followup drip campaign, to see if that person ever reenters the top of the funnel? 

This kind of thinking offers your law firm a discrete competitive advantage, in that most other law firms will take on a new lead, and then ask them to make a single next step . . . before entirely forgetting about them, and never doing any kind of followup.  You can potentially poach lots of leads from other law firms, if you focus on the conversion process, as architected through a client journey. 

 

Now, what’s great is that, over the past several years, law firms have been given access to new and exciting options for constructing a client journey, as the software law firms use for intake has improved.  CRMs and marketing automation tools, as well as some law practice management softwares, now offer a plethora of lead management features, that make it easier than ever before to generate lead conversion pathways, including via different communication models, like: text, video, audio, and even managing traditional phone calls.  Couple that with the prevalence of automations, and you can be right on top of converting leads without ever relying on human actions – aside from determining whether there is a potential conflict and having an initial consultation meeting. 

 

If you haven’t revisited your intake program in a while, it may make sense to take a fresh look at your client journey, to see whether and how you can improve that program – and generate additional revenue for your law firms. 

 

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We’re truly demented, so we love talking about workflows.  If you want to review yours, give us a call! 

Through a unique partnership between the bar association and Jared Correia's Red Cave Law Firm Consulting, National Creditors' Bar Association members have access to experienced law practice management consultants at a special discount rate.

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