By adding a few additional questions to your intake form your clients and prospects can help you improve your marketing.
Start with a few questions about where and how they found you.
Was it a referral? From who? How do they know them? What did they ask them? What did the referring party tell them about you or your firm?
Was it a search? What keywords, questions, or information did they use? Did they research their problem first or immediately search for an attorney? What did they find that prompted them to call?
Was it an ad? Where did they see it? What did they like about it? Did they see it more than once?
Did they find you via one of your articles or blog posts or presentations? What convinced them to take the next step?
You can ask them to fill out a form at their initial meeting but consider talking to them in person as you will get better answers, be able to ask follow-up questions, and assess their body language.
You’re not just looking for their responses, you want to note the words they use (and don’t use), their emotional context, and additional information they might supply about themself and their situation.
You want to know what potential clients think or do when they have a problem or desire, and what they do to find a lawyer who does what you do. You can use this information to improve your content—articles, presentations, emails, etc., improve your keywords and ad copy, and improve your conversations with prospective or new clients.
Pay attention to what they say and how they say it. One client might emphasize their concern about their injuries and damages; another might zero in on the amount of time they’re losing from work, a third might speak primarily about their pain and treatment.
It’s all important, but knowing what’s most important to your prospects and new clients can help you better relate to them and they to you.
