The marketing funnel describes a customer’s journey through the decision-making process. In the interests of law firms, the funnel describes a client’s process in discovering, searching, and choosing the legal representation that best meets their needs.

Depending on the audience and subject being analyzed, the steps of the marketing funnel may vary, but don’t fret. The marketing funnel we developed will help your law firm understand your target audience and suggests actions you should be taking to meet their needs.

Marketing Funnel Diagram

Awareness

Customer Experience

May not currently need legal assistance
Could become a future leads

Suggestions for Law Firms

Build out organic and paid media
Use general marketing tactics to create brand awareness

Consideration

Customer Experience

In need of legal representation
Researching to find the best law firm for them
Comparing your law firm to your competitors

Suggestions for Law Firms

Make sure your online content is up to date and thorough
Utilize targeted paid search ads to place your firm at the top of search results and paid social ads to stay top-of-mind

Conversion

Customer Experience

Has interacted with your firm in some way, such as a call, form submission, or webchat
Begin interacting with your firm through your intake process

Suggestions for Law Firms

Make sure your intake process is streamlined and organized
Offer multiple conversion options such as online chats, 24/7 voicemail service, or email

Retention

Customer Experience

At this point, the potential lead has signed a retainer
The legal process with your firm begins

Suggestions for Law Firms

Strong communication with your client is very important throughout the case
Make your client feel valued and understood

Advocacy

Customer Experience

After the case is finished, the client turns into an advocate for your law firm
They can provide referrals, testimonials, online reviews, etc

Suggestions for Law Firms

Take initiative to ask your clients for testimonials
Update your website with recent case outcomes
Advocacy is an essential part of the marketing process because of its potential to spread the word about the trustworthiness of your firm

The Benefit of the Marketing Funnel

Organizing the customer journey using this simplified tool will help your law firm visualize an in-depth understanding of their process. From there, this tool becomes a measurable tactic for your firm that helps pinpoint improvement opportunities in your marketing campaign.

Learn more about how your firm can improve its marketing funnel with a free marketing audit. We can show you how to optimize your firm's marketing strategy using a variety of different law firm marketing tactics.

The Marketing Funnel For Law Firms