One Form, Three Marketing Wins

With an online form that includes one simple question, English law firm Ashton Legal manages to address three common marketing problems faced by many firms.

  1. Who to include as the contact person on each practice page.

  2. How to ensure enquires sent via the website are responded to efficiently.

  3. How to determine what parts of the marketing spend are driving leads to the website in the first place

#1 - Who to include as the contact person on each practice page


Many firms struggle with this simple question. To avoid a political battle and endless meetings, a lot of firms simply list everyone who practices in that area, regardless of years of experience. That may solve an internal battle, but it doesn't do much to encourage the prospect who now has to figure out who to contact. This choice makes the process harder, and the point is to offer the client to path of least resistance, not a roadblock.


#2 - How to ensure enquires sent via the website are responded to efficiently.


Even if firms can select one or two contact people to have on a practice page, there is another potential downfall. What happens to the enquiry email that lands in the partner's inbox while they are busy getting ready for trial? Or are away on holiday? Too often, firms don't know how many enquiries they are receiving, the speed and quality of the response (or if a response was ever sent) and how many are converted to new clients.


Here's a simple solution to these two questions. Don't list any anyone as a contact person on a practice page. Instead, provide a simple form for potential clients to submit. You can request a bit of basic information on their issues and then find the most suitable person to respond. Or have the marketing team reach out first to get more information and assess if they are a viable prospect. As an added bonus, you can direct the person sending in the enquiry to some content on your website that may help them with their enquiry immediately after they submit the form on the confirmation page.

The drop-down menu on Ashtons online form.

#3 - How to determine what parts of the marketing spend are driving leads to the website


Evaluating marketing spend and ROI can be challenging. Adding one question to the enquiry form will help you gain a better understanding about the effectiveness of your marketing spend. How did you hear about us? Provide a drop-down menu with the most sensible answers so you can track where your marketing dollars are getting the most traction.


So there you have it: one simple form that solves three marketing challenges. Try this solution to give you a better understanding of what marketing is generating leads and how many of those leads are being converted into new business.


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