A lead magnet, in case you’re unfamiliar with the term, is something that you offer to your website visitors in exchange for their email address (or some other contact information).
You’ve certainly seen them on other sites. Usually, just as you enter or are about to leave a website, a box will pop up offering you some sort of downloadable file in exchange for entering your email address and subscribing to the site’s mailing list.
When lead magnets work, they convert an unknown reader into a point of contact that you can continue to market to for weeks or months.
Having the right lead magnet in place can make a tremendous difference in the amount of new leads you see. See: Online Lead Generation for Lawyers: A Beginners Guide. Even if you have an email subscription campaign running that works well, testing new ideas with a portion of your audience is always recommended. Simply swapping out one idea for another can double your subscription rate or even better.
To help inspire your creativity, here are 10 different types of law firm lead magnets you can put to work to help draw in new leads:
Checklists are popular with readers of all types because they are easy to read and digest. They often condense large amounts of information into quick and easy-to-read lists that provide value to the reader.
You could offer guidance on preparing for a court date, getting ready for a tax audit, tenant filing in housing court, and so on. Anything that helps your audience solve a problem should do well.
Templates give the reader an easy way to create repetitive documents. For someone who’s not sure what they’re doing, it can be a tremendous help to have a template that allows them to just fill in the blanks. Especially where the law is concerned, document templates can help people to overcome real fears about being penalized for doing something incorrectly.
3. Resource Lists
Resource lists are popular because they put a lot of scattered information in one place. A well done resource list will also make your law firm a point of reference. The next time the reader wants to know something that relates to your services, they’ll check with you first, not Google.
Somewhat similar to a template, worksheets or workbooks are a bit more involved and help the reader to complete some sort of task. A good example might be a workbook that walks someone through the process of creating all the documentation they would need to apply for a patent.
If your law practice deals with anything at all that requires numbers and calculations, ready-made spreadsheets could be just the thing your visitors are looking for. If you need to get specific numbers from clients and leads, they’ll love you for giving them tools to make it easier to put those numbers together.
Tutorials simply teach someone how to do something. You could teach people just about anything that has to do with the area of law you’re involved with. From explaining how different laws are usually interpreted to how to correctly fill out documentation, anything that helps educate your visitors should attract attention.
7. Specialized Reports
Depending on your area of practice, reports could be a great way to convert more readers into leads. They work especially well for B2B services. If your law firm caters to businesses, putting together a two or three page report with relevant industry data could boost conversions significantly.
Again, whether or not a webinar is a good idea is going to depend on your firm’s area of law and target audience. If relevant, though, webinars can be a big attraction. Best of all, in addition to getting an email address where you can continue marketing, you can also incorporate some marketing techniques into the webinar itself.
Webinars are not just a one-time thing either. You can record and reuse webinar content. A past webinar can easily be set up as a piece of gated content, allowing you to continue pulling in more email subscriptions without the need to do an entirely new, live session.
9. E-Books and White Papers
A e-book or white paper that serves as a guide or how-to for prospects and clients is a great way to establish expertise, provide value, and collect contacts to feed into your lead-nurturing activities.
Putting together e-books need not be a burden. Plan a series of five or six posts around a topic, compile and edit into an e-book, design a cover, and put on a landing page with a form to submit contact information to get the download.
If your law firm works more with individuals than businesses, a quiz can be a great way to reach new prospects. A fun and/or interesting quiz also has the possibility of being shared by users through their own social media accounts. This type of lead magnet might not fit well for every law firm, but for those that use it, it should bring good results. Survey Monkey is a good tool for posting quizzes and if you have a WordPress site, there are some good plugins to choose from.
You’ve probably seen these kinds of quizzes several times without even realizing it, which is part of the reason they work so well. Have you ever seen someone post on Facebook saying something like “I got 8 out of 10. How good can you do on this quiz?” These kinds of quizzes work as a lead magnet by requiring contact information from each person who takes the quiz, plus they’re designed to be shared. They’re viral by nature.
Test, Track and Experiment For Best Results
One of the best things about creating lead magnets is that even those that don’t work so well never really lose their usefulness. You can always put together collections of various creations to offer as yet another lead magnet. There’s always room to reuse and recycle.
You should, of course, be tracking results to find the lead magnets that work best for you, but make sure that you remain open to new ideas as well. It’s always good be testing something else with at least a small portion of your audience. This way, you’ll always have something ready to replace a magnet that may have lost some of it’s magnetism.