What Are Qualified Leads and How to Generate More for Law Firms

Marketing evolves so quickly in the Internet age that sometimes businesses, and even marketers themselves, have trouble keeping up. While some take advantage of cutting edge concepts and technology, others hold firm to old ideas that still seem to work, but could actually hinder results.

One of the key marketing metrics that every law firm should monitor is their number of qualified leads. Qualified leads allow you to target prospects most likely to become clients, concentrating your efforts where you’re likely to get the best results. In this blog, I will explore what qualified leads are and provide actionable strategies to help your law firm generate more of them.

For a beginner’s guide, see Online Lead Generation for Lawyers. 

Qualified leads are generally categorized in one of two ways:

Marketing Qualified Leads (MQL)

A prospect becomes an MQL based on some type of interaction with marketing materials. In online marketing, this often involves actions like completing a form to request additional information or subscribing to an email list.

Sales Qualified Lead (SQL)

An SQL may or may not start as an MQL, but it meets other criteria set by sales staff that indicate a prospect is more likely to actually become a customer or client.

This type of qualification and categorization does, indeed, help concentrate sales effort on prospects who are more likely to become clients. However, it falls short in many ways. In reality, it is applying an old concept to a new technology.

The Concept of Conversation Qualified Leads

One of the biggest benefits the Internet offers marketers is unprecedented access to the audience they are trying to reach. Two-way communication is fast, free and easy. You or anyone at your law firm can reach out and talk to potential clients any time you wish.

The concept of conversation qualified leads takes full advantage of the multitude of communication channels available through the Internet. It’s a concept so simple that it has been almost completely overlooked. 

Don’t make your prospects jump through hoops to get in touch with you. Make it easy for them. Just talk to them, and they will tell you exactly what you need to do to convert them. Qualify your leads based on actual conversations, not arbitrary actions taken through a website or an email.

It may sound like a lot more work, but stop and think about it for a moment. Let’s look at someone who’s trying to contact you through live chat on your website or social media platform, versus someone who’s subscribed to your email list.

Email Subscription

When someone signs up for an email subscription, they’ve shown interest, but you don’t know exactly what they are looking for. Maybe they just want some information, but have no real intention of hiring your firm. You may have to send five, ten, or even more emails just to get them to take the next step and let you know what they really want.

The bottom line is that this person has become a qualified lead, but you still don’t know what they want or if they’ll even convert into a client. That’s not to say that this type of lead isn’t worth following up with, but you obviously get a much clearer picture of what you’re dealing with when there is a conversation involved, and you get that picture much faster.

Related: 11 Strategic Tactics to Get More Email Subscribers for Your Law Firm in 2025

How To Start The Conversation

Communication with prospects is not difficult. In fact, you’ve probably already got plenty of possible clients waiting to talk to you. There are four main ways of initiating the communication that leads to conversation qualified leads:

• Live chat on your website
• Chat bots on your website
• Live chat through social media
• Chat bots through social media

Live Chat

Adding the option to chat with someone live on your website can make a tremendous difference in how visitors react to your law firm’s brand. People absolutely love the idea of getting real-time answers, rather than filling out a form and waiting hours or even days for someone to respond. It really goes a long way toward building trust and confidence.

There are plenty of free and paid solutions that make it easy to add live chat to any website. Once it’s set up, it’s as simple as keeping a web page open in a tab of your browser and answering basic questions when someone asks for help. Some social networks, like Facebook, will also let you chat live with your followers.

Chatbots

It might seem a bit impersonal at first, but chatbots can also do a good job of qualifying leads while keeping up the fast pace prospects expect.

Bots can be set up to answer the most common questions your firm receives, and then either pass new leads off to a live person, or allow the visitor to schedule a follow up if nobody is available immediately.

Again, bots can be set up to interact with visitors on your website, or through social networks.

Using Data Analytics to Enhance Lead Qualification

Incorporating data analytics into your lead qualification process can further refine how your law firm approaches potential clients. By leveraging detailed insights, your firm can identify patterns, preferences, and behaviors that signal a high likelihood of conversion.

• Behavioral Tracking: Analytics tools can monitor how users interact with your website, emails, and social media. Knowing which pages they visit, how long they stay, and which content resonates with them allows you to better understand their needs and level of interest.
• Lead Scoring Models: Data analytics enables the development of lead scoring models that assign values to leads based on certain behaviors, such as website visits, downloads, or social media engagement. This helps prioritize high-value leads and guide your team’s outreach efforts accordingly.
• Predictive Analysis: By identifying trends in the behaviors of converted leads, you can predict which current leads are more likely to convert and adjust your approach to them. Predictive analytics helps your firm focus its efforts where they’re most likely to be successful.

Utilizing data analytics in combination with conversation-driven strategies ensures your firm is optimizing lead generation efforts, making informed decisions, and accelerating the path from prospect to client.

Generate More Leads with a High-Performing Website

Your law firm’s website is more than a digital presence. It is a key driver of client acquisition. If your site is outdated, difficult to navigate, or lacking SEO optimization, you could be missing out on valuable leads.

At Good2bSocial, the digital marketing division of Best Lawyers, we specialize in building strategic, high-performing websites that help law firms increase visibility, improve search rankings, and drive measurable results.

How a Website Redesign Can Help You Generate More Leads

• Stronger SEO Performance – Optimized site structure and content can improve search rankings and attract more organic traffic.
• Improved User Experience – A modern, intuitive design keeps visitors engaged and encourages them to take action.
• Clear Conversion Paths – Strategically placed calls-to-action, contact forms, and live chat make it easier for potential clients to connect with you.
• Mobile Optimization – A seamless experience across all devices ensures you capture leads from every source.

Get a Free Website Consultation

What to Expect in Your Consultation:

• A high-level review of your current website’s strengths and areas for improvement
• Insights into SEO, user experience, and conversion optimization
• A discussion on whether a website redesign could help your firm achieve its business goals

Spots are limited—schedule your free consultation today and start turning your website into a lead-generating machine.

Key Takeaways:

Your firm doesn’t need to change its marketing strategy. Keep using the same ads, landing pages, and lead processing methods. The only difference is adding live communication options, giving potential leads the choice to speak with someone directly instead of just filling out a form. This fast-tracks your best leads into clients, making closing the sale easier and leaving clients more satisfied. By embracing conversation qualified leads, you can boost conversions, streamline the process, and maximize results. Stop relying on outdated models, start real-time conversations, and turn your firm into a lead generation machine. Contact us today!