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, e.g. – How many times do we follow up to schedule an initial intake before giving it up?  When does a lead become a ‘lost lead’ that we just revert to a follow up 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 follow-up.

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!

The Wyoming State Bar offers free law practice management consulting services through Red Cave Law Firm Consulting.

To request a consult, visit the Wyoming State Bar’s law practice management page, and start running your law firm like a business.

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