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.
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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.
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: