How To Prioritize Which Leads To Contact First

Having too many new leads (prospective clients) is a good problem, much better than not having enough fresh prospects knocking on your doors, filling out lead contact forms, calling, or reaching out through the chat feature or social media messaging apps. 

 

(Are you getting dizzy just thinking about how to acquire all these leads from various sources and effectively follow up? That’s what Client Clerk is here for.)

 

However, if your firm contacts weak prospects first, your best leads may fall through the cracks. While your firm may have a good number of inbound leads, if the leads aren’t properly prioritized, it’s not all that different from not having enough leads in the first place. This is because all your best leads will seek representation elsewhere. 

 

Contact engagement scores solve this problem, and it’s a great feature that’s included with Client Clerk. 

 

What Are Contact Engagement Scores? 

 

Suppose your firm, which specializes in family law, has something valuable to offer prospects for free, say, a free ebook about the most common mistakes parents make in a child custody case. 

 

(Are you a family law attorney? New Client Clerk users can access a customizable lead magnet, which is something you offer for free, such as an ebook report, in exchange for a person entering their email address. The free ebook report is customized with your firm’s contact information.)

 

Hypothetically speaking, your firm gets 100 new leads from the free report. But how do you know which of these 100 leads should be contacted immediately? Who are the hottest leads? 

 

(With Client Clerk, you don’t have to worry about manually contacting leads; our platform uses automated emails and texts, saving you time.)

 

What are the possible outcomes of a prospect downloading the free ebook? Obviously, the goal should be that they schedule a consultation and become a client. However, how can leads be evaluated to assess who is more likely to book the consult? 

 

This is where contact engagement scores come in. The scores are metrics that measure how actively and effectively a lead interacts with your firm. Although nobody at your firm may have the time or wherewithal to assess every single lead’s level of interest and responsiveness, the good news is that Client Clerk automatically does the scoring. 

 

However, suppose your firm has a high lead volume and you want your client acquisition support staff to personally reach out to the best prospects. The contact engagement score feature, available through Client Clerk, is a valuable marketing tool for this.

 

How Do Contact Engagement Scores Work?

Client Clerk account users can track lead and firm interactions to calculate engagement scores. These interactions can include:

 

• Lead Magnet downloads (free report, white paper, ebook, a longer-than-usual consultation, an offer for 1 free billable hour, etc.)
• Email open
• Click on a link within the email
• Form submission 
• Chat widget inquiry
• Social media messaging inquiry
• Booking a consultation

 

Each of these actions is assigned a numeric value. In the list of interactions above, one point can be automatically assigned to a lead who downloads the lead magnet; 5 points for opening the email, 10 points for clicking a link, etc., with the most points awarded to a lead who books an appointment with the seamlessly integrated calendar.

 

What Are The Benefits of Contact Engagement Scores?

 

The main benefit is for firms with a large volume of leads to ensure they follow up with the best prospects. Automated targeted communications help graduate leads from one level to the next.

 

For example, say a lead downloaded the free lead magnet (remember: this is something your firm will offer for free in exchange for the lead’s email address), which is now in the prospect’s email inbox. However, 24 hours later, the lead magnet in the email has not been opened. Automated workflows in Client Clerk can deploy a friendly email nudge alerting the lead that the free report is still available to view. Or, if a lead has opened the email but has not scheduled a consult, Client Clerk’s intelligent marketing automation features will send a series of reminders to the lead until the consultation is booked. 

 

In addition, using contact engagement scores saves firms money. By prioritizing clients with higher engagement scores, firms can allocate their resources more efficiently. This means focusing time and energy on individuals who have shown genuine interest in the firm’s services, increasing the likelihood of successful client acquisition. This strategic resource allocation also enhances the overall productivity of the firm.

 

Improved Conversion Rates

 

Contact engagement scores help improve conversion rates. If your firm aims at bottom-of-the-barrel prospects, conversion rates will be very low. Leads who have demonstrated a high level of engagement, especially those who have progressed to scheduling a consultation, are more likely to convert into clients. By assigning more points to actions that signify a deeper commitment, firms can identify and nurture leads closer to making a decision.

 

Enhanced Client Relationship Management

 

High-volume firms can use contact engagement scores to identify clients needing additional support or attention. For instance, clients with a high engagement score who haven’t yet scheduled a consultation may benefit from personalized follow-ups or special incentives to encourage them to take the next step.

 

The Future of Business Growth For Law Firms is Here 

 

Currently, few firms are taking advantage of contact engagement scores. It’s a simple yet highly effective marketing tactic firms can use to grow their business efficiently and boost conversion from prospects into paying clients. 

 

We predict that firms will increasingly employ client engagement scores. As more firms continue to adapt to a digital-first paradigm, utilizing contact engagement scores emerges as a smart growth strategy.

 

The good news is that Client Clerk makes it easy to be at the forefront of this trend-setting lead-generation and lead-management technology.

Schedule a demo.

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