John Wanamaker once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This quote shows the importance of making certain your leads are nurtured through a strong follow-up process. You want the money you spend to turn leads into clients. If you are struggling to convert leads, you are wasting money. Thankfully, the proper use of technology can help. Here are three specific ways you can leverage technology at your law firm to help prevent your leads from falling through the cracks.

1. Management System

When a call comes in, what do you do to ensure the information is not lost? Writing a name down on a piece of paper is antiquated and can get lost easily. Technology is the solution to this problem.

Using a customer relationship manager (CRM) or a case management system (CMS) allows you to add potential clients’ information, such as name, phone number, and email, into an organized database so everything is in one place and easily accessible. Utilize CRM/CMS to track what is happening with your leads over time so your communication is timely and relevant.

Believe it or not, a recent study found that 26 percent of law firms do not track their leads at all. Don’t let this convenient technology go to waste. They say the fortune is in the follow-up, so use a management system to your advantage!

2. Website Chat

A website chatbox provides your potential clients with real-time answers to their questions. This can save your call center team from unnecessary calls, help screen potential leads by answering questions that could rule out your law firm, and help your leads feel important because they are working with an attentive firm.

If you do not have a person who can monitor the chat program, you can use a bot to answer common questions and collect information about potential customers. Note, 42 percent of the time, law firms average three days to respond to a new potential lead. Three days is plenty of time for leads to find a different law firm and sign with them.

3. Website Forms

Getting potential clients to fill out a form with all the proper information on your website is critical to obtaining all of the information you need to follow up. Sadly, 86 percent of the time, law firms fail to collect an email address. Just as surprising, firms neglect to collect phone numbers on an initial call 45 percent of the time.

When you use a form on your website to gather initial information about potential clients, you acquire the details needed to reach out and nurture your new leads.

There are many ways to use technology in your law firm, but one of the most valuable ways is in converting leads from contacts into clients. If you’re not using technology to effectively track your leads, then you are most likely losing money. Potential clients searching for information are expecting instant gratification and answers, and technology gives you the ability to react quickly.