[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.consultwebs.com\/blog\/how-prospects-convert-to-clients\/#BlogPosting","mainEntityOfPage":"https:\/\/www.consultwebs.com\/blog\/how-prospects-convert-to-clients\/","headline":"How Prospects Convert to Clients by Implementing \u201cThe Messy Middle\u201d","name":"How Prospects Convert to Clients by Implementing \u201cThe Messy Middle\u201d","description":"You\u2019ve probably heard the phrase, \u201cEasy come, easy go.\u201d This is applicable in today\u2019s online world. Potential clients are deciding if your law firm is worth their money within minutes\u2026if not, seconds!. If you don\u2019t catch your potential client\u2019s eye within moments, you\u2019re out of the game. With the fierce competition within the legal industry, […]","datePublished":"2021-05-13","dateModified":"2025-07-23","author":{"@type":"Person","@id":"https:\/\/www.consultwebs.com\/blog\/author\/gbrott\/#Person","name":"Grant Brott","url":"https:\/\/www.consultwebs.com\/blog\/author\/gbrott\/","identifier":15,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/22c3577812a5c81d291a68bfe9c431ca?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/22c3577812a5c81d291a68bfe9c431ca?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"Consultwebs","logo":{"@type":"ImageObject","@id":"https:\/\/www.consultwebs.com\/wp-content\/uploads\/2023\/03\/CW-logo-color-dark.png","url":"https:\/\/www.consultwebs.com\/wp-content\/uploads\/2023\/03\/CW-logo-color-dark.png","width":258,"height":44}},"image":{"@type":"ImageObject","@id":"https:\/\/www.consultwebs.com\/wp-content\/uploads\/2021\/05\/prospect-client-conversion-strategy.png","url":"https:\/\/www.consultwebs.com\/wp-content\/uploads\/2021\/05\/prospect-client-conversion-strategy.png","height":419,"width":800},"url":"https:\/\/www.consultwebs.com\/blog\/how-prospects-convert-to-clients\/","about":["Digital Advertising"],"wordCount":1118,"articleBody":"You\u2019ve probably heard the phrase, \u201cEasy come, easy go.\u201d This is applicable in today\u2019s online world. Potential clients are deciding if your law firm is worth their money within minutes\u2026if not, seconds!.If you don\u2019t catch your potential client\u2019s eye within moments, you\u2019re out of the game. With the fierce competition within the legal industry, you\u2019ve really got to shine when it counts. And here\u2019s the kicker: recent events may have exacerbated this sense of competition even more! The UNCTAD shows that COVID-19 has accelerated consumer\u2019s online research habits when purchasing a service\/product.What this means for you: More online prospects = more online competitors = an increased need to stand out from the crowd and get your prospects to tune into your broadcast and not your competitors\u2019.\u201cOK, that makes sense. But how do I persuade my prospects to choose me?\u201dLearn how to speak your clients\u2019 language so they pick you along their purchase journey. \u201cWhat\u2019s that about the purchase journey?\u201d, you may ask. Here\u2019s a quick summary:\u201cA buyer\u2019s path to purchase\u201d as Hubspot notes. What\u2019s in it for you?It will help you understand your current clients\u2019 behavior.It will help you understand the thin line between winning and losing potential new clients.We have compiled Google\u2019s Consumer Insights Research into a short article. Read on to find out how to use the \u201dmessy middle\u201d to your firm\u2019s advantage.A Powerful Tool to Fight Off CompetitorsBefore today\u2019s online era, consumers would compare prices and go for their best financial option. But now?Nowadays, consumers compare everything. This means that acquiring a new client is great but it is simply not enough. There are other factors such as: retention, fighting off competitors, and external distractions online.Although this may sound overwhelming, worry not. There is a solution.Thanks to research, there is an updated customer journey. This updated chart can be a powerful tool to stay ahead and differentiate yourself amongst your competitors.Google and The Behavioural Architects, a Market Research Company, developed the new consumer journey as follows:The overall purpose of this model is to decode how consumers decide what to buy. In other words, what makes a consumer go from online \u201cTriggers\u201d to actually \u201cPurchasing\u201d.The Breaking Point: Winning vs Losing CustomersTo summarize, the \u201cMessy Middle\u201d within the Exploration and Evaluation space is the equivalent of the breaking point. This is where you can either win or lose clients.Whatever a person is doing online falls under one of the following mental modes:Exploration mode: A customer\u2019s expansive activity onlineEvaluation mode: A customer\u2019s reductive activity onlineIn the middle, the consumer goes back and forth between exploration and evaluation and repeats the cycle until they make a purchase decision.This is where it gets interesting. This is the middle ground where law firms can shift a potential client to an actual client calling in and converting it into a case.\u201cHow do I persuade clients to choose me?\u201dPotential clients want to quickly get to what really matters to them. They are avid shortcut seekers if you will.According to the research conducted by Google, here are the 6 effective biases that influence a client\u2019s purchase decisions:Category Heuristics: Short descriptions of the product\/service.Power of Now: We are wired to live in the present. This is why clients want solutions now and not later.Social Proof: WOM (Word of Mouth) and Reviews are powerful tools for others to follow through. As humans, we have the tendency to copy what others are doing. This is also applicable to your law firm\u2019s online presence.Scarcity Bias: Limited offers are desired.Authority Bias: When humans are unsure, they tend to follow a leader or someone with a voice and authority.Power of Free: Who doesn\u2019t love free? Never underestimate the power of zero.The 6 biases to influence your clients may come as no surprise to some of you. This is because all 6 biases are deeply ingrained within human psychology. According to Healthline, these biases have always been a part of our brain decluttering information, and they are still relevant in the online decision-making process (as well as other decision-making processes!).The Power of Online Social ProofAccording to Crobox, a retail product intelligence company, social proof is the most powerful bias. This can be difficult to attain, because it relies on clients that have already used your law firm\u2019s services and are willing to express their satisfaction with your services online. (This makes it all the more satisfying when they do and you get a new client from it, though!)Why\u2019s that?Well, once you acquire a client you can ask them to review your law firm\u2019s services and share their post-hiring experience. This will help your law firm in 2 ways:Externally: Future client\u2019s reassurance of your law firm\u2019s quality.Internally: Evoke claims with reassurance. For example: \u201cThe Best in ____ \u201d, \u201cProven success with ____\u201d, \u201cProfessionals in the areas of ____\u201d etc.\u201cHow am I able to compete and succeed within the online market?\u201dSupercharge your law firm with a mix of the 6 biases.The good news about this updated consumer journey is that, whether you are a small\/medium\/large scale law firm, you can apply this to your business model!For established law firms: Be aware that \u201cthe messy middle\u201d means you cannot stay fixated on the constants of your marketing strategy. In fact, you will need to keep an open mind within your digital marketing plan and adjust accordingly.For growing law firms: \u201cThe messy middle\u201d means there is room for opportunity. Make sure to use this to your advantage.According to the published study by The Behavioural Architects, for any established or growing company to succeed keep the following in mind:Ensure your law firm\u2019s online presence.Apply behavioral science (such as the 6 effective biases previously mentioned).Close the gap between \u201ctrigger\u201d and \u201cpurchase\u201d.Download the full free report by the Bearchitects hereIn Chaos, There is Opportunity!In conclusion, today\u2019s legal firm industry faces fierce competition. But, no matter where you are within your firm\u2019s establishment, retaining and acquiring customers is possible.By supercharging the digital marketing aspects of the customer journey within your law firm you can differentiate your law from \u201cfine\u201d to \u201cfirst-class\u201d. This is not only appreciated but it is vital for your firms\u2019 survival.Feel like you might need some additional help figuring things out and identifying where your \u201cmessy middle\u201d is?Contact us today and we will happily discuss strategies to help your law firm flourish."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Blog","item":"https:\/\/www.consultwebs.com\/blog\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"How Prospects Convert to Clients by Implementing \u201cThe Messy Middle\u201d","item":"https:\/\/www.consultwebs.com\/blog\/how-prospects-convert-to-clients\/#breadcrumbitem"}]}]