A constant flow of prospective leads and potential clients is the lifeblood of your law firm. Ideally the best way to get leads would be from referrals that are sent to you from past clients, but these are sometimes not enough.
With the advent of the internet there are many companies that have come on the scene selling "law firm leads" to attorneys. You may have been considering purchasing these leads from one company or another, the goal of this article is to give you some of the pros and cons of purchasing online leads and to also give you a better alternative to purchasing leads to get your firm case pipeline full with new clients!
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All leads are not created equal. One of the big factors that determine the quality of a lead would be how it was generated. Some companies get the information from court records and consider these as leads. These names could be considered as leads but they are low quality leads because the prospect has not taken any action to look for legal assistance.
High quality attorney leads are usually the leads where the lead has taken some sort of proactive action of looking for legal help. The best action that can be taken is for the person to use a search engine to learn about information pertaining to the legal issue they might be having. So for example a good bankruptcy prospect might type in something like; "Will a bankruptcy stop a wage garnishment in Maryland?" into a search engine like Google.
This type of internet user is a high quality lead for your law practice because not only has the user taken an action but they have also identified the exact legal issue they are having.
These are the best type of leads you can buy from an attorney marketing company. High quality attorney leads like this can sell for anywhere from $50-$70 a piece depending on the company.
Purchasing these leads is not a bad way to go but the only real problem is that it DOES NOTHING to build your online presence as an attorney! The company generating the leads is using their website and their legal content on their site to attract prospective clients and then hands them over to you.
So after a few years of using such a service, your online presence is no better than the day you started. The company on the other hand retains the real online asset which is their website and the information on it. A better solution than buying leads would be to use the services of a company that builds your law practice online presence in your local area.
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