Traffic getting to your website is just the beginning. Converting that traffic into cases is a whole different story.
Most injury attorneys spend thousands on SEO, ads, and landing pages to get search traffic. But here’s the problem…
Not all search traffic will become paying clients.
The good news is it doesn’t take money or crazy infrastructure to fix this leak. You have to first understand what happens after someone clicks your website.
The Stages of Converting Search Traffic to Signed Cases:
- Traffic Won’t Build Your Practice by Itself
- Example of an Intake Process that Converts
- Motorcycle Accident Clients Expectations
- Why Faster is Better
- Build Trust Before They Call
Let’s jump in!
Traffic Won’t Build Your Practice by Itself
Search traffic is merely the first stage of the client intake process. Let’s compare it to the average retail store. Driving traffic to stores website is nice but…
If no one meets the customer at the door, helps them find what they need…
They just leave.
The same applies to your website. Someone got in a motorcycle accident. They Google “Motorcycle Accident Lawyer.” They land on your website and click.
Now what?
Did someone answer the phone? Did they email back? Does your website explain what happens now?
If no, that lead is gone forever. This goes for clients looking for a car accident lawyer Denver CO or motorcycle accident lawyer. Clients who get quick responses and an easy process win more cases.
Only 52% of lawyers say they answer phone calls or call their clients back according to Clio’s 2024 Legal Trends Report.
Yikes! Imagine how many clients that equates to across all injury firms per day. Almost half.
Example of an Intake Process that Converts Leads into Cases
Think of the client intake process as a funnel. Leads come in one side, become clients on the other.
Many attorneys make the mistake of viewing intake as an afterthought. Smart firms know it’s the most important aspect of their business.
Let’s go through exactly how an inbound lead becomes a client:
- Answer the phone call (or return within minutes)
- Ask qualifying questions
- Explain the next steps
- Follow up until they agree to sign
- Make it easy to sign papers
Ironically enough, personal injury firms are at an advantage here. Statistics show the average time to convert leads into clients is 3 days. Faster than any other legal field.
Providing that your intake process is figured out. Clients will fall through the cracks at every firm that:
- Leaves calls without being returned
- Has confusing intake processes
- Doesn’t follow up enough
- Make it difficult to sign papers
If this sounds like your firm, it’s time for a change.
Motorcycle Accident Clients Expectations
If there’s one thing motorcycle accident lawyers should understand about their potential clients. They’re terrified right now. Pain. Confusion. Scared of what’s going to happen to them and their family.
When users are searching for legal help after an accident, they expect:
- Someone that answers their questions
- An easy explanation of what to expect
- Knowledge on motorcycle accident cases
- Security that they won’t face medical debt
After a motorcycle wreck, these users aren’t worried about saving a few dollars. Their life was literally on the line.
Motorcyclists are 28 times more likely to die in an accident than passenger car occupants. When they do survive, injuries are typically serious.
They want the attorney who will reassure them and fight aggressively on their behalf.
That starts the moment they contact your firm.
Voicemails left three times = lack of interest. Website that doesn’t mention motorcycle accidents = no experience.
There’s trust that needs to be established early on.
Why Faster is Better
If you had to guess, what do you think is the number one reason clients choose who they end up hiring?
Hint: it’s not price.
It’s how quickly your firm responds to them.
We live in a world of immediate gratification. Clients want a call back now. They want someone answering their questions ASAP.
Research indicates that 80% will reach out to another law firm if they don’t hear back in 48 hours. I’d be willing to bet that increases for personal injury clients.
Imagine you were in their shoes. You were just involved in an accident. You need help now. You call three law firms. Which one do you think you’ll hire?
The one that calls you first with helpful information.
How do you improve response times? Hire someone to answer intake calls live. Use virtual receptionists to cover nights and weekends. Set up automated texts to tell them you got their message.
These options aren’t cheap, but they’re also not costly either. Implementing a few of these will change your case acceptance rate.
Build Trust Before They Even Call
Most of the trust building occurs before the phone is ever picked up. Once someone lands on your website, you have to keep them there.
Think about all the thoughts going through someone’s head when they first visit your website.
Hey maybe this law firm can help me!
… Oh wait, they don’t mention motorcycle accidents at all.
Does your website make users feel confident about hiring you? Here are some things that do:
- Visible contact info (especially phone number)
- Showing past case results or settlement amounts
- Client testimonials with great details
- Blog content that speaks to their motorcycle accident
- Professional images and theme
Just a generic WordPress website that can be any practice area isn’t going to cut it. Motorcycle accident lawyers need to sell themselves to motorcycle accident victims.
Use blog content to your advantage as well. Write articles that answer common motorcycle accident questions. When someone sees your website provides value, you earn trust even before the first call.
Wrapping Up: How to Turn Search Traffic into Signed Cases
There’s a LOT that happens after someone clicks your website. As you can see, attracting search traffic is meaningless if you’re not converting them.
Those who win do the following:
- Pick up the phone (or return calls quickly)
- Already have an established intake process
- Build trust through your website
- Call, email, and text clients until they hire you
Half of all injury attorneys are losing potential clients because their clients don’t hear back from them quickly enough. Or their website doesn’t provide enough trust.
The solution to both of these problems isn’t throwing money at ads or SEO. It comes from ironing out the small details of your process.
Take a good look at your intake process. See how long it takes you guys to respond to leads. Listen to some call recordings. Does your website answer common questions accident victims have?
Making minor improvements to your process will lead to SIGNIFICANT improvements in signed cases. And you don’t have to spend another dime on marketing to get there.
Julhas Alam is a seasoned SEO strategist and the leading voice behind the insightful articles at LawFirmSEOExpert.com. With a rich background in digital marketing and a specialized focus on the legal sector, Julhas combines industry expertise with a deep understanding of SEO to deliver actionable insights and strategies tailored for law firms. Holding a passion for data-driven results and cutting-edge SEO techniques, Julhas has been instrumental in boosting online visibility and client acquisition for numerous law practices. When not dissecting search engine algorithms or exploring the latest digital marketing trends, Julhas enjoys reading success stories of other businesses, adding a personal touch to their professional acumen.