Lead generation is a well-established industry that has been around for many decades. It is not new or illegal, but government law enforcement agencies are targeting it in increasingly aggressive ways. Email correspondence must comply with the CAN-SPAM Act, which gives consumers the right to stop receiving emails from businesses. Turning leads into paying customers requires an efficient, responsive, and professional intake staff.
However, many directory services have drawbacks, such as potential clients being driven by a name search for a specific lawyer and then resold to other law firms. There are countless lesser-known brands in the legal generation business, such as Unbundled Attorney and 4LegalLeads. Technology services like Thumbtack also provide lead generation for law firms. To get results from lead generation services, firms must convert a high percentage of leads to customers and accept lower margins.
Local search results have been tainted by fake listings, which can be detrimental to an individual's marketing efforts. Google has implemented the Local Services Ads (LSA) to reduce spam in local search results. To be included in Google Screened ads, law firms must be licensed to practice law in the specific state, pass a background check through Pinkerton, and confirm insurance coverage (if required by the state bar). Email marketing is another powerful lead generation tool that can provide high-quality leads.
With the right strategy and tactics, generating leads for lawyers can be a fruitful process that produces a steady stream of reliable leads. Companies must be aware of the roles played by different entities in the lead ecosystem and take caution to ensure they are not breaking the law.