Case Lead Generation
Lead: A lead is a potential client. In regards to the leads we generate, a lead is someone who goes on our web form and requests to be contacted with an attorney or advocate. The leads we send will include the potential clients’ information.
Live leads: A live lead is a lead that is sent to clients immediately after the lead has been generated on a website. The leads we generate are sent to our clients in real time. Therefore, our leads are considered live leads.
Exclusive leads: An exclusive lead is a lead that is only sent to one person. Our leads are exclusive so our clients don’t have to compete with several attorneys for the same case.
Geo-targeting: Geo-targeting is the ability to set up campaigns in specific geographical areas. Our clients are able to geo-target their leads based on state, ZIP code prefix, or area code. This way, our clients can elect the geographical areas they’d like to receive leads from.
Marketing Approach
Search Engine Optimization (SEO): SEO is the process of formatting a website to achieve the highest possible organic search rankings. The process includes several marketing techniques, such as continually updating a website using keyword or link building, in order to increase the optimization of a website. We use SEO to increase the performance of our organic search results in order to keep the cost of our leads low.
Organic Search Results: Organic Search Results are unpaid results returned for a specific search query. Unlike Pay-Per-Click advertising, organic search results can be used to generate leads free of charge, thus reducing costs and driving up ROI. By maintaining a high performance organic search results, we are able to continue keeping the cost of our leads low.
Pay Per Click Advertising (PPC): PPC advertising is a form of internet advertising in which advertisers are charged based on the number of times users click on each ad. It works by bidding on keywords companies think will yield quality conversions. We use PPC advertising to supplement our organic search result efforts. We focus on keywords related to Employment Law, Personal Injury, Social Security Disability (SSD), and Workers’ Compensation. This will increase the traffic to each of our case type’s respective websites, supplementing the organic traffic of the leads generated, and thus increasing the volume of leads we generate.
Keeping Track of Results
Pending Lead: A pending lead is a potential client our clients have received but haven’t been able to make sufficient contact with in order to say whether or not they’d like to pursue the case. Keeping track of the contact rate is important in order to see whether your firm has a strong follow up process in place.
Desired Lead: A desired lead is a potential client our clients have received and want to pursue by sending their retainer agreement. However, the fee agreement hasn’t been signed and returned. Keeping track of the desired rate is important in order to see how many of the leads received were quality cases.
Signed Lead: A signed lead is no longer a potential client. Meaning, our clients have received the signed fee agreement and therefore retained the lead as a client. The next step is to open the case. Keeping track of the signed rate is important in order to see how many of the leads are actually converting, and if our clients are achieving favorable results. If clients aren’t achieving favorable results, we can evaluate their contact rate, desired rate, and signed rate in order to see where there is rooms for improvement.
Fee-Generating Lead: A fee-generating lead is a signed case, who is now client that has generated a fee. For each of the case types we offer a fee-generating case will be different. However, as long as an attorney received a fee, it will become a fee-generating lead.
Cost-per-case: Cost-per-case is the total cost of a marketing campaign/ # of cases acquired. Clients use this method to evaluate the performance of each of the marketing campaigns they are running (e.g. TV, print, online lead generation). The campaign that yields the lowest cost-per-case will be most beneficial to a firm's return on investment.
Return on Investment (ROI): Return on investment is the (gain from investment-cost of investment)/ cost of investment. By calculating a firm’s return on investment, or the amount of profit or loss achieved from an investment of money or resources, a firm can see how a campaign is affecting the firm’s bottom line.