Is the Free Consultation Dead?

law firm calls to actionWe’ve all seen it online or heard it in an ad…”call today for a free consultation”.  Everyone from the solo-attorneys to the huge law firm practices have been offering ‘free consultations’ for years.

Law Firm Calls-to-Action

In the marketing world a ‘free consultation’ is called a call-to-action (CTA).  It’s the thing you’re trying to get potential clients to act on.

Whether you’re currently offering free consultations and they’re working, or you’re trying to come up with your own unique CTA, you should keep reading.

Right now you may be asking yourself, why should I keep reading if my free consultation is working? You should keep reading for 2 reasons.

  1.  We have a better CTA that can convert up to 20% more leads…and
  2. You should always be split testing your marketing efforts anyway

This is a great way to convert more leads without spending any money, and it’s also a great split test.

But the best part about making the change is that we’ve done the work for you.

Over the years we’ve worked with dozens of attorneys and law firms and we’ve split tested nearly every conceivable item on a landing page.  Learn from our mistakes and take advantage of the knowledge we already have and design better CTAs.

What’s a better CTA for law firms?

A better CTA for your law firm marketing is a “Strategy Session”.  On your website, in your marketing materials, and when you answer the phone, simply substitute ‘free consultation’ with ‘strategy session’.

Essentially these will be the same thing, but to a potential client (who is dealing with a major life changing event) a strategy sessions sounds much more enticing.

Here’s the difference in a potential clients mind:

With a free consultation they  lay-out the details of their case, a lawyer will evaluate it to see if there’s money to be made, and then they’ll most likely turn you down.

I’m not saying that’s how it is, but that’s how a lot of potenital clients see it.  In their eyes they’ve seen and heard the “free consultation” spiel for years.   They know it has no value; it’s what every law firm offers.

A “Strategy Session” is different.

“Call today or Fill out the form to Book Your Stratgey Session”

Sounds better doesn’t it?  It will to potential clients.

This is what potential clients think…”Yes, this lawyer cares.  I’m going to call or schedule an appointment and we’re going to go over a strategy so I get custody, or win the divorce, or beat this traffic ticket”.

What should you do in this strategy session?

Just because you’ve gotten a lead doesn’t mean you can rest easy.  Now it’s time to turn that lead into a client and you do that by offering value.  Here’s what your strategy session should include:

  • A detailed summary of the potential clients case
  • Different options they have (pleading guilty, making a deal, avoiding court, etc)
  • Possible Outcomes (if you do A, B will Happen; If you do X, Y will happen)
  • Your Recommendation

That’s it!  You have to remember to include any disclaimers and to not offer guarantees, but that’s it.  Provide the strategy session on branded letterhead and give it to the potential client.

Changing your offer from ‘free consultation’ to ‘Strategy Session’ will get you more leads; And when you provide something as valuable as the written strategy session document you will get more clients.

I forget the exact stat but it’s something crazy like, 97% of people search for an attorney online, and of those 97%, 80 hire the first attorney they contact.  You have to separate yourself from the pack, stand-out, offer value and close more clients.

If you’re willing to step it up a little bit, and provide real value to potential clients, I guarantee that you’ll get more business for your law firm.  You can finally have the practice you’ve always wanted.  No more begging for referrals and taking any case that comes along.

law firm marketing plan


Is the Free Consultation Dead? by

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