Increase Lead Conversion Rate
Generate an additional 13 meetings per 1000 visitors, without cannibalising other sources.
Summary
Capture More Leads For The Same Level Of Traffic
For the last 12 months, we’ve partnered with a Pay Per Click Agency, Clear Legal, who generate legal services opportunities. They generate traffic to landing pages and we partner with them by offering web chat to qualify and capture leads.
Over the last year, we’ve generated on average an additional 13 leads per 1000 visitors, without lowering the number of web form enquiries.
Challenges
Qualifying The Prospect
Clear legal focus on very specific legal cases, so the key is ensuring that an opportunity qualifies before passing over to them. The issue is that standard if they were to filter using Paid Advertising metrics, their audience would be too small and would close themselves off to genuine opportunities.
What’s more, if they relied solely on web form enquiries, the leads that would be getting through to the sales team would include a higher number of opportunities that don’t qualify.
Solution
Refining The Qualifying Questions
We worked closely with Clear Legal to refine the qualifying questions into 2 simple steps. By being open to trying out new things, we were able to find the right phrasing that qualifies the prospect whilst making the conversation concise and natural feeling.
What’s more, we noticed that in the situations where someone didn’t qualify, they still needed help. Us saying “We can’t help” was a jarring experience and so we had to work to rephrase to signpost contacts.
We regularly asked for feedback from the sales team to drill down the essential elements and make sure that we were capturing the leads that do qualify and signposting those who don’t.
Outcome
Highly Sought After Leads From The Sales Team
We now have requests from the sales team for more of our leads, compared with the web chat. The sales team have found out that web chat leads convert better and so are now a highly sought after source of leads from within the team.
We are now exploring other legal services products with them to expand their offering.
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