5 Ways How Lawyers and Law Firms Can Use Marketing Automation

Marketing automation seems to be popular but not necessarily well-defined topic outside the world of active practioners. Having previously worked in the legal industry, I can understand the sometimes blasé attitude toward the topic.

Put simply, however, marketing automation is the use of marketing technology tools to get more out of your marketing by A) either scaling the things that you do or B) reducing the time required to do your regular marketing activities.

For for the legal industry this can be important because professionals are often under high time pressure and have a strong values attached to their professional hours, meaning every low value minute counts against you. It then makes sense than that lawyers and law firms look to leverage marketing automation as much as possible in trying to grow their practice online when it comes to digital marketing channels.

Here are a few ways that law firms can leverage marketing automation:

Increasing Repeat Business

1. Automatically Request Reviews

There are tools that allow users to set trigger points for doing or tasking an action, following an existing template. Particularly there are tools for collecting reviews such as HubSpot which can send a review request such as one you have previously written in a template email at a certain point of the deal stage or contact property.

Also there are other tools like ReviewShake which can be set up to leverage non-free-earner time to request reviews following a defined template when instructed. This tech also allows you to see and reply to all reviews in one place in contrast to manually looking at each review platform or location each day to monitor the new reviews coming in and then logging in to your associated account and reply. This can present a significant time saving when built into an administrative routine.

Increasing Lead to Client Conversions

2. Engaging Prospects By Email

When a prospective client contacts your firm if you have a lot of lead volume, some prospective clients may not be engaged with and therefore lower your conversion rate.

If you can implement marketing technology such as automated marketing sequences through ActiveCampaign, you can define a series of emails to send to a prospective client based on a contact form being submitted or a contact our property being updated. This can automatically follow up with engaging material to prospective client.

An example of this engaging material would be welcoming the prospective client to your practice and introducing the lawyer that they would like to contact and the law firm. Another example of information you could send to a prospective client is any relevant news pieces about successful cases handled by your firm and also relevant awards or tutorials or resources for this client.

3. Automating Follow-up Notices for Fee-Earners Through Triggers

Fee earners’ schedules are understandably busy and often packed. However I’m sure most fee earners will agree that business development is still equally important while pursuing client billable work.

An easy way to reduce the mental load but also increase the amount or likelihood of business development is to automate tasks or notices to follow up particular prospective clients or existing relationships to further nurture them into new or repeat business.

This can be particularly useful where the professional in your team has a large database and could not otherwise keep up with the amount of client relationships to both monitor and remember to engage with. Using tools like HubSpot, you can setup trigger follow-up notices for contacts based on a previous engagement history. For example, where a contact has not or has received an email in the last three months or has scheduled a meeting in the last two weeks for example.

4. Engaging Prospective Future Clients Through Lead Magnets

Websites often have a conversion rate to Leeds3%, 3% being the higher and unusual conversion rate. However this does not mean you can ignore the 97% to 99% of website visitors who are not yet ready to engage your practice. The main the main technique to engage these potential clients is through the use of lead magnets. Lead magnets are content or other offerings designed to be given toContact information. The technique then follows that you add the user to your email database and nurture them appropriately and tastefully with useful content and even personal contact to support them further along their decision making journey or to keep in contact with them favourably as a favourable provider until they are ready to engage a firm.

Increasing Lead Quality

5. Routing Leads by Quality Through Chatbots

Chatbots may give an impression of being impersonal tools designed to deliver information to website users. However, chat boards are can be viewed as another means of taking client information in a medium that certain prospective clients prefer more than calling or filling out contact forms.

The major difference in chatbots versus contact forms is that they are dynamic and allow you to route potential prospective clients to different pages forms or contact methods based upon their answers.

An example of this in practice is where the bot will route prospective clients to a booking page or contact form based upon their business size. If the hypothetical prospect is of a suitable business size they can be directed to a fee earner’s direct booking page to immediately schedule a consultation.

However, if the prospective business client was not suitable size for example a sole trader with low revenues, then this prospective client could be routed to the regular contact form and engaged by their administrative staff.


And marketing technology provide interesting tactics and opportunities to apply more techniques that can improve your digital marketing performance and efficiency. Hopefully, the above provided some tangible ways to get you started with marketing automation to improve your marketing at your practice.

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