Spending money on advertisements is part of the marketing battle, but it can only be a part of a larger strategy. Advertisements may bring potential clients to your law firm’s website, but keeping them there is a whole other question. Unfortunately, many users are visiting your site, glancing at the page in front of them and leaving. This single view interaction is known as a bounce and the percentage of site visits that are single-page views is called the bounce rate. The average bounce rate lies somewhere between 40 and 55 percent, depending on the site.
That means nearly half the people visiting your page – that is, half of your potential clients – are probably not clicking around, which means they are far less likely to become leads. Converting visitors into leads, and eventually clients, is obviously incredibly important. But how does one achieve this conversion?
Live chat is a great way to turn site visitors into potential clients. According to a report by Forrester (and quoted by the Kissmetrics Blog), 44 percent of consumers say that being connected to a representative online during website transactions extremely important. And according to Emarketer, 63 percent of live chat users say they would return to a site after live chatting. In short, it is an incredibly efficient means for increasing activity on your site.
It’s also significant to note that in today’s world more and more people are communicating via text. According to the Pew Research Center, 97 percent of survey participants used text messaging during the course of the study. In fact, 100 percent of participants aged 18 through 29 said they texted someone while the study was underway. And 92 percent of survey-takers over the age of 50 said they used text messaging services as well.
We don’t need these statistics to know that our world is full of text. Our daily lives are inundated with Facebook posts, Twitter feeds, text messages, emails and, yes, live chats. Not only can live chat save you and your firm money and help engage site visitors; it also fits into the emergent social framework that privileges text-based communication over traditional phone calls. Live chat can help bring your firm into the latest phase of client-firm interactions.
This form of communication is also far easier and, because of the assumed anonymity, generally less stressful than seeking out a customer service line. Who likes going through the rigmarole of talking to automated messaging services and pressing multiple numbers before talking to a person? Moreover, some people want to access services while at work. Calling a law firm may be uncomfortable for many workers who want to keep their legal matters private. For that reason, live chat is the perfect way to allow potential clients to connect with your law firm.
The Right Time
With live chat, you make yourself available to your potential clients 24/7. According to Zendesk, over 50 percent of live chat interactions occur between 10am and 3pm. However, your potential client-base may be active at a different time. It’s a good idea to figure out when that time is and to be available during that period, which may mean being accessible outside of normal business hours. If you can show a potential client that your firm can be available and responsive early on, your prospective client may choose not to consider other firms, which puts you in the catbird’s seat when it comes to signing up the new client.
Choosing the Right Platform
If you’re interested in using live chat, you should choose a reliable platform. Ask good questions to determine if the platform is right for you.
- Ask how long the platform has been in use and ask for clients who can testify to its effectiveness.
- Do a lot of other attorneys use the platform?
- Ask whether the platform allows potential clients to “Text to Chat”.
- Are the chat leads immediately emailed to you so you can promptly follow up?
- Is there good reporting on your chat leads?
- How do you get charged and how much?
At Altrumedia, we offer a time-tested platform that is used by thousands of attorneys. We immediately email you all chat conversations and only charge you for actual leads for potential clients interested in your services – not vendor communications, existing clients or people applying for jobs at your law firm. Best of all, the cost is only $15.00 per chat lead – significantly less than most of the other live chat platforms offer.
For more information about live chat for law firms and for information about our other services, please call or contact us today.