COVID-19 Resources for Lawyers
Featured Guest
Stephen Fairley

Stephen Fairley is a two-time internationally best-selling author and the Founder and CEO of The Rainmaker Institute, the nation’s...

Your Host
Christopher T. Anderson

Christopher T. Anderson has authored numerous articles and speaks on a wide range of topics, including law firm management,...

Episode Notes

All lawyers should start focusing on intake and lead conversion, since it is the easiest and cheapest way to increase revenue. For the purpose of this podcast, lead conversion happens when prospective clients are turned into paying clients. Lead conversion is just a part of intake, the process or system that takes a potential client from the point of contact with your law firm to signing up to be a paying or retaining client. Most lawyers believe themselves to be very good at lead conversion, often boasting up to a 92% conversion rate. However, these lawyers are only counting leads that are already sitting in consultations, who need the services the lawyer provides, and with adequate money to pay for them. Actually, a lead is anyone who clicks on the law firm website, calls for information, or is referred by an existing client. If these leads are measured and analyzed properly, there are very simple changes a law firm can make based on that data to dramatically increase revenue.

In this episode of The Un-Billable Hour, Christopher Anderson interviews law firm marketing expert Stephen Fairley about the importance of lead conversion and client retention, the mistakes most law firms are making, and some simple and more complicated solutions to increase intake success. Fairley defines a lead as a person with whom the firm has never done business, who needs the services they provide, and who contacts them by phone or online. Once this potential client makes contact, he explains, conversion rate drops by 400% after 5 minutes. He recommends that every firm have an established non-lawyer and non-paralegal employee responsible for responding to every lead and setting up appointments. Tracking your firm’s intake process is incredibly important, Fairley explains, because you can use the data to make small changes with big results. If a law firm is looking for a place to start, he says, they should record all contacts and hire a secret shopper to give some outside perspective.

Stephen Fairley is the founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. He has developed “The Rainmaker Marketing System” which has helped more than 10,000 attorneys nationwide who have leveraged his system in building their businesses. Fairley has written two international best-sellers and is academically trained as a clinical psychologist. Prior to focusing on the legal marketplace, Fairley ran two successful small businesses and over a period of 14 years and he has become a nationally-recognized legal marketing expert. He has spoken numerous times for over 35 of the nation’s largest state and local bar associations and he has a large virtual footprint with a highly successful rainmaker legal marketing blog.


Brought to You by

Notify me when there’s a new episode!

Episode Details
Published: December 9, 2014
Podcast: Un-Billable Hour
Category: Best Legal Practices , Practice Management
Un-Billable Hour
Un-Billable Hour

Best practices regarding your marketing, time management, and all the things outside of your client responsibilities.

Listen & Subscribe
Recent Episodes
What Clients Want: Bringing AI to Your Business

Legal AI entrepreneur Tom Martin shares how automation adoption by lawyers is accelerating out of necessity and because their clients demand it.

Fixed vs. Growth Mindset and the Effect of Leading Your Team to Growth

While the pandemic paralyzed many leaders, Michael Mogill offers tips for adopting a growth mindset that will lead you on a path to success....

Putting Culture First: How and Why to Intentionally Create Yours

Eric Farber offers strategies for developing a healthy culture in your law firm.

Getting Optimized, or More, or Some Results From Your Law Firm Technology

Tom Lambotte discusses the key tenets of his Optimize Method framework for lawyers.

How to Grow in Times of Uncertainty

David Neagle shares tips for developing a mindset that can help bring businesses through difficult economic circumstances.

Protecting Privacy and Other Concerns of the Remote Workforce

Kimball Parker discusses solutions to common problems faced by law firms struggling to adjust to remote work.