| Professional legal marketers recently discovered that | | | | prospect. |
| lawyers were consistently generating two types of | | | | There are three basic tools that have been identified |
| client leads. One type of lead increased the number | | | | and refined to generate real hot "highly targeted" |
| of actual clients and got favorable results and the | | | | prospects. |
| other type was a complete waste of time. | | | | THE TARGETED AD |
| Question Askers | | | | This is a keyword rich advertisement that is unlike |
| This is a type of lead that is filled out by people who | | | | the usual "generic" ads seen by the client. These ads |
| are window-shopping the legal community with | | | | address a specific legal problem, identified by the |
| varying degrees of interest and a vague | | | | client, and generated by the keyword the client used |
| understanding about what an attorney can do for | | | | while searching for a solution. |
| them. They may not even grasp the importance of | | | | Once the problem has been identified, the client is |
| retaining a specialist in a particular area of law. | | | | delivered to a specific "landing page" with compelling |
| Educated, Motivated And Pre-Sold Prospects | | | | information designed to deliver the exact information |
| This is a type of prospective client that has been | | | | the client is seeking at the exact moment they need |
| carefully qualified, who has received a significant | | | | it. |
| amount of information on the area of law and THEN | | | | The Landing Page Storyline |
| completes a "Request For Consultation" form. These | | | | Most law firms that attempt to generate client leads |
| are educated and motivated clients. | | | | on their own, publish a simple ad that delivers the |
| When your firm can obtain these types of leads, the | | | | prospect to the firms website with either too much |
| natural result is an increased client acquisition rate. | | | | "general information" or in many cases no useful |
| Some of the more successful legal marketers have | | | | specific information. |
| developed proprietary Internet based tools that | | | | Wrong approach! |
| continue to generate the motivated and educated | | | | |