A successful legal conversion rate process is made up of four stages, profiling, research, analysis and testing. But it all begins with that very important first stage the profiling of your ideal claimants. In the rest of this blog you’ll learn what questions to ask and what research you can conduct to build a well-developed claimant persona for your firm, which will help you increase conversions from potential claimants to new cases.
P.S. Download our Legal CRO podcast and learn how to analyse that all important data for your legal firm and increase the number of new cases your firm is generating today.
Questions to ask?
Begin by identifying questions that you need to ask to develop your personas. Depending on the business sector of your legal firm the importance of the answers to these questions will differ but all the information is important to help you build a well-developed persona.
Within the B2B sector you want to focus heavily on what a typical working day looks like for your ideal client, how their performance is measured and what tools do they use. You also want to know about the business they work for and both the business and personal goals of your target audience.
Just as important but more so to a B2C based legal practice is an individual’s personal background, do they have family, how old are they and what level of education do they have?
Alongside all of this information you also want to understand how they interact with your legal firm on the web, what sort of content engages them most and how do they go from being a simple visitor to a client.
By establishing these questions at the very start of your persona building process you allow yourself to begin researching how best to answer them.
Research your persona
There are three key ways you can research your persona using the questions you have created to help understand the needs and challenges faced by your firm’s ideal claimant.
- First off you could gain insight from your current client base, depending on the relationship you have with your clients you may be able to answer a lot of the simple background questions without ever having to speak to them. This will allow you to use the time you spend speaking directly with them to focus on the more behavioural questions of why they first reached out to you, and how they interact with your website.
- On the other hand if you’d rather not reach out to your firm’s current clients then you may wish to run a tailored and specifically targeted survey either on your firm’s website or through a survey tool like Survey Monkey or Google Surveys. This will allow you to target people that meet the minimum parameters of your ideal claimants and gain further insight from them to help you develop your persona further.
- Finally you can use lead intelligence software such as HubSpot or Lead Forensics to help you answer questions on how your persona interacts on your website and online, from the content they choose to read to the social media networks they are on.
All of this research and the answers you gain allow you to build a clear and well developed client persona.
But keep these two things in mind:
- Your persona needs to focus on what motivates behaviour, not just simply what someone does but why they do it.
- Your persona needs to be semi-fictional, yet it should be specific enough that it guides you as you produce your conversion rate strategy, yet not so specific that you are describing a single individual.