How to Book More Consultations in 2026

If you have a small law firm, you might be able to relate to this.

One of the biggest flaws, honestly, that we see in small law firms is issues around lead follow-up.

So, a lead gets created, whether that's from an ad, somebody finds you online,

whatever it might be, you know, what is the process in place?

And hopefully you have an intake person, hopefully you have someone whose job it is to

communicate with that person, maybe schedule a consultation, confirm a consultation,

whatever it is. But, you know, one of the biggest opportunities that we see from a marketing

standpoint is the role that email marketing can play and follow-up with leads, especially,

because we don't consider leads just to be people that have raised their hand and said,

I want a consultation. I need a lawyer today, right? We see leads as anyone who maybe also

download a free resource, maybe sign up for a webinar, requested some free information.

Maybe they're not ready for a consultation today, but what they need to be is nurtured over time,

and until they're ready or to get them ready. And so, email marketing can play a really big role in

that in the following ways. Number one is to do something like an email newsletter that goes out

once a month, once every couple of weeks. That way, everyone that comes onto your email list,

right, is now receiving a newsletter from your firm, which is usually going to contain some legal

tips and things like that, where you're actually giving value, right? So now, not only your hot

leads that come in, right? The ones that are looking for a lawyer right now are going to get that

newsletter. And by the way, that does help convert them, right? But also the maybe the more

lukewarm leads, right? The leads that aren't necessarily ready today, the prospects that are on

your list are also going to get that. The other big way is some sort of like email drip campaigns,

some sort of series of emails that go out over the first month or two when someone joins your

email list. So again, go back to that example I brought up. And listen, we do this for clients,

you know, we'll run ads, for example, for some sort of free information, a free resource,

something that gives value. And in return, you're going to get that person's contact information.

And it's up to you going back to what I brought up. If you have an intake person,

it's up to you. If you maybe have some sort of personal touch where somebody reaches out just

to make contact with that person and say, Hey, I'm your point of contact at this firm. If you ever

need anything, if you are ever ready, if you have those resources in your firm, I would definitely

do that. But in terms of email marketing, whether you have that person or not, you want your

automated email marketing to do some of this for you. So if someone downloads that free resource,

maybe it's not even from an ad. Every single website we create for clients has a free resource

download on the homepage, but also has some sort of email newsletter sign up multiple ways for

somebody to request some free information and then join your email list. And when people then do

that, now they're also maybe going to get a series of emails over the first 30 or 60 days. And those

emails are going to maybe be telling people about your firm a little bit, just kind of educating

them on what you do. Maybe the next email invites them to an upcoming webinar or event or just

gives them some sort of additional resource or value. Another email might invite them to follow

your social media accounts and just kind of letting them know some of the ways they can stay in touch

and receive more free information. And in all of those emails or some of those emails, you're also

going to have a call to action. When you're ready, you hear how you can schedule a consultation

with us, right? So putting some automated email marketing in place to stay in touch with your

list, educate them about what you do, and then ask them to take the step you want them to take

when they're ready. That's how your email marketing can nurture your needs.

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