1. Find out how much traffic the branded network’s site generates. Check with a company like Quantcast, which provides an estimate of the traffic generated to a single website.
2. Find out where the company pulls in the leads. An unscrupulous company might be purchasing low-quality leads to funnel to their lawyer network.
3. Find out how the service operates. For example, does it focus on generating the traffic by purchasing Google AdWords? What is the strategy for generating leads to push to the lawyer network? The cost of the service to your firm is going to depend on its costs to generate the leads to forward to you.
4. Note how tailored the lead generation service is to your specific practice area and jurisdiction. Some companies may restrict their own marketing to particular states or regions to generate leads for the areas where they have the most lawyer members in their network.
- If the service is attempting to generate leads from landing pages that are too broad, this is going to mean fewer warm leads for you.
- Are you in a jurisdiction where the company has focused its marketing to the public, or will you be one of only a handful of lawyers in your jurisdiction using the service?
5. Do a cost/benefit analysis based on the return you would get from each lead and how much the company is charging for leads.
- If the service is performance based, then find out if you must pay for leads even if they are not warm leads or if you are unable to convert a lead to a paying client. Most performance-based services will define a qualifying lead as any individual sent to you with a legal need that you have told the company you will handle.
- Factor in the amount that you would charge that client for services and make sure the cost to acquire the client in the first place is the most effective use of that money.
- Some companies with these services offer lead monitoring and tracking tools as well as other forms of support to help the lawyer with lead conversion.
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