Why Law Firms Need a Dedicated CRM to Fix Common Intake Mistakes

by | May 3, 2022 | CRM Software, Intake Software | 0 comments

Why Law Firms Need a Dedicated CRM to Fix Common Intake Mistakes

Practice management software has become a staple of legal practice, with more than 80% of law firms using some variation of this legal tool. It provides firms with a lifeline that organizes case management and client billing into a streamlined, simpler to use system. However, though practice management software has much to offer, it must be supported by other technologies for law firms to experience its true benefits. That starts with a comprehensive Client Relations Management (CRM) software.

What is CRM

Law firms must consistently communicate with their clients in order to keep them informed and satisfied. But they must also apply the same level of communication to prospects if they want a decent chance of converting them into clients before they look to other firms for their representation needs. CRM streamlines lead management and interactions to promote more effective communications. With the right platform in place, firms can save a lot of the time and resources they typically expend to maintain positive relationships.

The advantages of Legal CRM are plentiful, including a centralized contact lists for better organization and categorization, automatic entry of client data upon first communication, and streamlined Client Intake through customizable form builders and templates. Law firms can also benefit from easy access to valuable marketing data and automated lead analytics. Each of these features can help law firms fix their intake mistakes for a more profitable process.

Common Legal Intake Problems

The intake phase is crucial to a law firm’s ability to evolve leads into paying clients. Without an effective process, firms essentially direct prospects in the direction of their competition. Some of the most common problems that take place within the legal intake process include:

  • Lack of responsiveness – This occurs when a lead goes onto a firm website and answers the call to action by completing a contact form or sending an email message but receives no follow up communication from the firm. The lead perceives this lack of a response as a message that the firm does not want their business. It’s a problem that happens all too often and fixing it is critical!
  • Delayed follow-up – Under this scenario, the firm does reach out with a response to the lead, but that response comes days, or even weeks, after the initial attempt at communication. Time is of the essence in the intake process. When leads search for a law firm, they quickly move through the results one firm at time until they get the response they desire. When firms hesitate, leads move on to the next firm on their list.
  • An ineffective one-size-fits-all approach – Nurturing needs to involve some level of personalization in order to be truly effective. This includes addressing leads by their names and targeting content to address their specific needs. For example, a personal injury client will not be impressed with criminal law content. Successful nurturing takes the individuality of the lead into consideration.

 

Supercharge the Law Firm Intake Process with CRM

Now, that we’ve identified common intake mistakes, let’s talk about how to fix them. First and foremost, firms must be reactive. On average, law firms have less than 5 minutes to engage a potential client before they move onto another firm. To be more specific, 5 minutes after a potential client contacts a firm, the chance of securing that individual as a paying client diminishes to less than a 10%.

Attorneys must ask themselves, “When someone fills out the Contact Us form on my website and that email goes to someone’s inbox, are they replying in a meaningful way in 5 minutes?” If the answer is no, there’s work to be done.

A CRM provides law firms with the tools to do all of the following:

  • Implement automated follow ups and nurturing via drip marketing. It’s like a safety net for a sales marketing funnel, saving firm time and supporting increased business.
  • Deliver an automated, but personalized, drip marketing campaign that positions a firm as the right resource through educational content that the promotes lead confidence.
  • Automate multiple touches to evolve unsure clients through their decision-making process. On average, each new lead requires 6-7 touches to convert “fence sitters” and “window shoppers” into new clients. Imagine that a firm gets 50 new leads a month. To contact each of them 6-7 times would require more than 350 communications, a scale that often proves too time intensive for most law firms. With a CRM, these communications can be automated to occur with minimal staff effort.
  • Vary communications across various mediums. Successful law firm leaders understand that email cannot comprise their entire intake communication arsenal. Leads can differ greatly. While some may prefer email, others respond better to a phone call or even a text message. With CRM automation, firms can easily engage with a lead through their preferred medium.
  • Integrate SMS texting into the intake process. Text follow ups are very effective for nurturing leads. They are read virtually 100% of the time and in a time frame that is much quicker than other written mediums. With a response rate 8x higher that of email, a CRM text messaging capability is a law firm’s secret weapon for successful lead nurturing.

Never miss out on prospective clients again. Sign up for a free demo of Law Ruler today!

 

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