In this article, we will explore effective strategies to help UK solicitors increase their business by acquiring leads at a reasonable cost. We’ll discuss a method that focuses on the research phase of potential clients and leverages digital marketing techniques. By following these steps, you can efficiently reach prospective clients while maintaining a cost-effective approach.

Understanding the Four Stages of Buying

Before diving into the strategy, it’s crucial to understand the four stages potential clients go through when seeking legal services. These stages include:

1. Problem Awareness: At this stage, individuals may not yet be aware of their legal problems or have not recognized them.
2. Research: Once they identify a problem, they start researching and seek answers to their questions online. They use various search keywords to find relevant information.
3. Vendor Selection: After gathering information, potential clients search for specific legal service providers, such as “solicitors near me.”
4. Hiring: Finally, clients make the decision to hire a solicitor based on their research and evaluation of potential providers.

It’s essential to note that only around 3% of potential clients are in the “Vendor Selection” stage at any given time, making it highly competitive and expensive to advertise directly to them.

Targeting the Research Phase

To increase your business while keeping costs down, focus on the “Research” phase. This stage includes a significant portion of potential clients, around 97%, who are seeking information and answers to their legal questions. By addressing their concerns during this phase, you can establish trust and credibility, making them more likely to choose your services when they are ready to hire a solicitor.

Creating Valuable Content

Here’s how to effectively target the “Research” phase:

1. Identify Problem Buckets: Determine the most common issues clients face in your practice area, such as divorce, personal injury, or immigration.
2. Create Landing Pages: Develop dedicated landing pages for each problem bucket on your website. These pages should address specific questions and concerns related to the problems.
3. Produce Value Videos: Create informative videos for each landing page, addressing the questions and issues identified in that problem bucket.
4. Transcribe and Optimize: Transcribe the video content and use it to create persuasive blog posts. Optimize these posts with relevant keywords to improve search engine visibility.

By providing valuable content that answers potential clients’ questions and concerns, you establish yourself as an authoritative source in your practice area. This content can be accessible both through videos and blog posts to cater to various preferences.

Retargeting and Building Trust

To maximize your impact, use retargeting techniques:

1. Install Pixels: Implement tracking pixels from Facebook and Google on your landing pages. These pixels track visitors and allow you to retarget them with relevant ads.
2. Create Additional Content: Develop more content that builds trust and expertise, such as follow-up videos, articles, or helpful resources.
3. Diversify Advertising: Utilize Facebook and Google display ads to reach potential clients across various platforms and websites.
4. Omnipresence: Establish a digital omnipresence by consistently showing up in front of potential clients across multiple online channels.

Cost-Effective Results

This approach enables you to reach potential clients effectively while keeping costs down. Instead of competing in the highly competitive “Vendor Selection” stage, you are providing value to clients in the “Research” phase, where competition and advertising costs are lower.

For example, while keywords like “car accident lawyer” may cost £300 per click, targeting specific issues like “car crash neck injury” can cost as little as £4.69 per click. By nurturing potential clients through the research phase and building trust, you can significantly reduce your acquisition costs.

In conclusion, by focusing on the “Research” phase and providing valuable content to potential clients, UK solicitors can effectively increase their business without overspending on advertising. This strategy capitalizes on the majority of individuals in need of legal services and positions you as the go-to expert in your practice area.