This is the most comprehensive guide on how to use ClickFunnels for lawyers… ever. In this guide you’ll learn everything you need to know about how lawyers can use funnels to turn their visitors into leads and customers.

With competition getting harder in the law industry, and since it’s only getting tougher to get clients online. Mastering your traffic must be a priority on your to-do list if you want to stay in business.

The question is: How can you get more leads in to your law firm? Well, that’s where this ultimate guide comes into play.

Overview

Before we get into this post, I just wanted to take a moment and tell you something important…

I spent years trying to create an online business before I finally succeeded. It was
one disaster after another.

Finally, I struck gold in 2017, launching my first successful marketing campaign using sales funnels. Since then, I’ve managed to grow my business into something I could replace my 9-to-5 with.

How?

By using the same sales funnel techniques I’ll share with you in this post. So if you want to grow your lead generation skills using funnels, keep reading and I’ll show you exactly how.

Why Lawyers Should Use ClickFunnels

In order to get the most out of sales funnels, you need to understand what ClickFunnels is and why more lawyers should consider start using it.

Here’s the deal, it doesn’t matter if you are a:

• Employment lawyer
• Personal injury lawyer
• Corporate lawyer
• Immigration lawyer
• Criminal lawyer
• Divorce lawyer
• Or even a funnel builder for lawyers

Once you understand the power behind ClickFunnels and how to use it in your business. You’ll be able to scale your marketing campaigns, convert more leads and ultimately generate more sales.

It’s easy to use

The easiest way to describe ClickFunnels is to say – It’s an A-Z sales funnel building platform.

ClickFunnels comes with two different plans for you to choose from.

• The ‘Standard’ plan at $97/month
• The ‘Platinum’ plan at $297/month

One for the small business owners and one for larger businesses.

What you choose for your law firm will depend on three factors:

• How many funnels you want to build
• How many features you need
• Your budget

The ‘Standard’ plan is a good place to start of you’re new to funnels and don’t need tons of pages and features. Here you are limited to 20 funnels and 100 pages.

But, if you have the need for more funnels and features the ‘Platinum’ plan is the go to choice. Now you get unlimited funnels, pages and also all the features.

As a lawyer you probably have a team you work with. An important thing to take into consideration is, how easy it is to transition your team into building sales funnels.

ClickFunnels couldn’t have made it easier to learn their platform. With the drag-and-drop editor, you can learn how to build sales funnels in under one hour.

Since the editor is “block” based, you don’t need to know any coding or be a tech savvy person to master it.

For simplicity, each funnel has its own “stats” dashboard from where you can see things like site visits and conversion rates.

Optimizing your funnels is also easy since ClickFunnels comes with A/B testing on all plans. With this you can essentially clone one funnel page and test it against the original.

ClickFunnels is the perfect tool for Lawyers

Why would ClickFunnels be a great weapon of choice for lawyers?

Well, I’m going to be completely honest here and say…

I’m not a lawyer by any means nor will I try to convince you that I am one. However I am a business owner and entrepreneur.

So, I do understand business.

And after studying a bunch of business, I figured out that they all have one thing in common…

All businesses need high quality leads to sell to!

Law firms are no different. I would even say that they are a part of businesses that relies heavily on high quality leads.

And how do you get high quality leads?

Well, you take each visitor through a process that rules out everyone that isn’t genuinely interested in what you have to offer. This process is more often referred to as a sales pipeline or a sales funnel.

The whole idea behind this process is to end up with a list of high quality leads that are exited to hear from you in the future.

This is what makes ClickFunnels so great, it was literary built for this purpose. The core idea behind it was to help the user (you) build high converting sales funnels that outperforms any traditional website.

Crating a platform that anyone can learn. So you don’t have to hire expensive copywriters, web-designers, or any of that stuff any more.

Now that you know what ClickFunnels is and why lawyers should use it, it’s time to move on to the next step: What is a sales funnel.

What Is a Sales Funnel?

In order for lawyers to get the most out of ClickFunnels, you need to first understand what a sales funnel is and why you’ll benefit from having one.

The basic definition of how a funnel works is OVO concept (Opt-in > Value > Offer). This is a concept I learned when I worked with Kajabi and it’s a pretty good summary.

But that’s just it, a summary, you need to understand the funnel on a deeper level to get the most out of it.

The first thing you need to understand is that a funnel is a decluttered version of your website.

It uses highly optimized pages to guide the visitor towards the exact action you want them to take – giving you their contact information, book a call, etc.

Since these pages are optimized for one purpose, guiding the visitor form point A to point B in a logical manner. You can ensure that the visitor doesn’t get information overload and leaves.

Think of it as having your best salesperson accompany each visitor as they make a decision.

Compare this to a website, which is more like a business card, where you hand it out and hope for people to take action.

The different stages

Depending on who you ask, a sales funnel comes in 3 to 6 stages. The more stages there is, the more detailed breakdown of the customers journey.

I however, like to settle with 4 stages. Which I feel is just the right amount of information for a internet marketer.

With that said, I think a brief cover on what those 4 stages do is in place.

If you want a more details on each stage, you should check out this guide!

Stage #1: Attention

The attention stage is the top layer of the funnel, and it’s also the broadest. This is the stage where you make your target audience “aware” of your business and what it does.

Here you point out problems and any pain points a client can have and that you are the solution.

A few ways to do this is to use:

• SEO
• Social media marketing
• Paid adverting
• Forums
• etc.

Stage #2: Interest

At this stage your potential clients are actively looking for the best solution (you) for their problem.

This is the stage where potential clients does research and compare services.

Now it’s time for you to educate.

Provide facts on your landing page, maybe offer them a free eBook for them to read that dives deeper into the problem and the solution.

At this stage you trade your eBook ( or whatever it is) in exchange for the visitors contact information.

This exchange pretty much says “Hey, I give you this book and in turn you allow me to contact you in the future.”

Stage #3: Desire

This is the stage of the funnel where the potential client is ready to make a purchase.

At this point you need to convince the prospect why they need you and your services.

This can be done in multiple ways, a few ideas could be to:

• Use credentials
• Your background and unique position
• Cost of your services
• Features and benefits of what you’re offering
• Testimonials of happy customers
• etc.

If the information you offered resonates with the clients needs and desires, you’ll be in consideration when they make the final decision.

Stage #4: Action

This is the stage where the client has med the decision to go with your service and is ready to place an order.

The client has now reached the end of the journey and it’s time to close the sale.

This happens at the end of the funnel after the clients has gotten to know you, understand the benefit of using your services and is ready to work with you.

Closing the sale requires skill of words aka. good copywriting and all the copy in your funnel should be structured in a convincing manner.

The goal with this stage is to make is as easy as possible for a client to place and finalize the order.

One thing that separates lawyers from other businesses online is the fact that they can’t expect to get paid online right away.

You need someone to hire you first, before you can charge them…

Therefore, the best alternative for you is to make sure that new clients book a call or schedule an appointment in order for you to sell your service.

Now that you know the basics of a sales funnel, it’s time to move on to the next step: Have a plan ready.

Have a Plan Ready

To make life easier for yourself, you need to have a solid plan in place.

This is to help keep yourself on track, and ensure that you are heading closer to the goal not further away. You could simply call this a reference map for your business and funnels.

A good place to start when crating this plan is to figure out what your main objective is and what you will be offering to your audience.

What’s your main goal?

This first one is pretty easy, or is it?

Most would say that their goal would be to make more money, close more sales, or get more leads…

However, that is just the top layer of what you want out of a goal.

You need to dig deeper, and you need to figure out what you want your clients to do.

Do you want them to:

• Book a call
• Schedule an appointment
• Or give you their email address

When you are working with sales funnels you need to think of the first thing you want to sell (or trade for contact info). Because this will determine the deign and type of funnel you need to use.

This is also the first thing a visitor to your funnel will encounter, so you need to make sure that the message is on point.

Literally, the last thing you want to do is to mix and match different sales messages into a messy clutter of nothingness.

This will only leave the visitor confused and it’s likely that the visitor leaves without taking any action at all.

What’s your offer?

I’m going to ask you a question: What makes you stand out from other lawyers in your field?

Tough question, maybe…

However you need to figure this out to be able to offer something that someone else can’t.

Aka. your unique selling point.

Ask your self this: What can you offer a person who visits your page in order to spike interest in working with you?

This also ties together with the lead magnet you create which is the next point.

The lead magnet

At point you need to get creative.

Think of things you can do or give away for free that others can’t or wont in exchange a clients contact information.

You could be giving away a free consultation call, a discount, an invite to a free seminar or an eBook.

Anything you can think of that will inform potential clients with a general overview of your field and why you might be the best fit for them.

And always remember this when creating lead magnets: Provide real value that is useful for the potential client!

Giving away anything with low value/quality in exchange for an email address will most likely hurt your reputation.

With the goals and offers covered, it’s time to move to the next step: Who is your dream customer?

Who Is Your Dream Customer?

In order for lawyers to use ClickFunnels to its maximum, you need to figure out wo your dream customer is.

This is by far the most important thing you can do for your business.

Because it doesn’t matter how good of a funnel or marketing campaign you have when you are targeting the wrong people.

Look at it this way, if your expertise lies within corporate law, naturally you would want to target clients who are facing law challenges within their corporations. In this case you would most certainly not want to attract client who need an employment lawyer.

The main point here is to target clients who are in your field of expertise not anything else.

Sure some clients outside this spectrum might still end up in your funnel.

However with a good funnel in place, the message will be crystal clear that you work with corporation, not employment issues or divorces.

This will inevitable ensure that people uninterested in what you do leaves and those interested stays around and want to learn more.

What information does your clients need?

Once you’ve figured out who your dream customer is and scribbled it down on a list, it time for the next important step.

It’s time to figure out what information your potential clients need.

Let’s say you are a divorce lawyer, then a potential client would need:

• Relevant paper works
• Financial analysis
• Help with alimony and how it works
• Figure out child custody
• The cost of your services
• How long the process is
• and much more…

I think you get the point.

The more you understand about what your client needs, the easier it is to create a sales message that actually converts.

Also, when you know your clients needs and desires, it becomes much easier to create a lead magnet that is really useful and valuable.

Define your clients behavior

Another important factor to understand is the behavior of your clients.

If you really know how your clients think, act, and makes decisions, you get a unique advantage when it comes to crafting your sales message.

When trying to figure this out, think of things like if they are driven by the costs or maybe by a particular result.

List as many things as you can, but try to stay within your field of expertise and don’t branch out too much.

When you have your list done, the next thing to figure out is…

How can YOU best provide them with something that would push them into making a favorable decision for you.

With your dream customer defined, it’s time to move on to the next step: Best high converting funnels for lawyers.

Best High Converting Funnels For Lawyers

When lawyers build funnels, especially in ClickFunnels there are some funnel types that has been proven to work better than others.

Some funnel types can be excluded right away, like the membership funnel and the daily deal funnel.

Here are some others more suiter for lawyers (from simple to advanced).

Lead magnet funnel

The lead magnet funnel is the simplest form of opt-in funnels.

This time you are giving away something in exchange for a clients contact information. Once you get the information you hold your end of the deal and deliver what you promised.

Remember earlier when I spoke about this…

You could give away a guide, free call, a discount, etc. and in return you get a new lead who you are allowed to contact in the future.

And I can’t stress this enough, only give away something of real value to people. Giving away junk will only hurt you and your brand in the long run.

Remember, bad reputation spreads like wildfire.

Squeeze funnel

The main goal of a squeeze funnel is to get someone to give you their email address. These funnels are super simple and have almost no other distractions on it.

Often there is not even a logo and the footer is minimalistic.

Tips: when you’re using it with PPC advertising. Most of the time you need to have a logo at the top and a privacy and disclaimer in the footer to stay compliant with the terms (Google demands this).

To get the most conversion out of your squeeze funnel, use a curiosity based headline.

Squeeze pages are good to use if you are going after a new “colder” audience, and uses curiosity to spike their interest and get the opt-in.

On the next page aka. the “Thank You” page you answer the question to the curiosity based headline. This is also where you can give away your lead magnet or book someone for a call.

Remember that videos tend to do better on “Thank You” pages, since people get to put a face on who you are and what your brand is all about.

Reverse squeeze funnel

The reverse squeeze page is pretty much the opposite of the above.

This time you give before you take, sort of speak.

First you give away some of your best advice and information before you ask them to take action. Only after the video is over you ask the visitor to “opt-in for more“.

This method is used when you need to drop the visitors guard quickly, since you’ve already put some time and effort into the ‘relationship’ with them.

A reverse squeeze funnel tends to have lower conversion rates than a regular squeeze funnel, but the quality of the lead will be higher.

The “Thank You” page in this case is used to deliver further information and also a share with friends opportunity.

Homepage funnel

ClickFunnels has something called a homepage funnel, which allows lawyers to build funnels that looks like traditional “homepage” websites. But this time with a twist, it’s now also a lead funnel.

The first page tells the story of your business, testimonials, builds trust, show pricing and invites the visitor to opt-in in exchange for a free consultation or call.

A homepage funnel is good at highlighting the business and it’s origin, with the option to display products or services.

If you don’t already have a homepage, this could be the perfect funnel for you.

Webinar funnel

Using webinars funnel within ClickFunnels is a great option for lawyers since their services are more expensive.

Why?

It give you more time to close potential clients, since most webinars are at least one hour long. This extra time gives you more time to address clients pain points and showcase why your service is the best solution for them.

Webinar funnels are an “event” type funnel and are divided into two phases.

• Phase #1: During this phase, visitors register for a seat and gets to hear success stories to spike even more curiosity. This, unlike the auto-webinar (ClickFunnels has those too), is a live event and needs to be hosted on a 3rd party software like Go-To-Webinar or Zoom.
• Phase #2: This is the phase where visitors attend the live webinar and watch replays while the window to buy closes. This create extra scarcity and a true sense of urgency.

Application funnel

The application funnel is also perfectly suited for lawyers.

Here you put an application between you and the client. And for the client to be able to work with you they need to match the requirements you have set up.

Only once those requirements are met, the client can schedule a call or consultation.

This way you can sort out everyone that isn’t a perfect match for you. Leading to a small list of clients that fits you like a glove and really needs your expertise.

Now that you know what funnels works best for lawyers, it’s time to move on to the next step: Crate your funnel inside ClickFunnels.

Create Your Funnel Inside ClickFunnels

Alright, you have a plan, you know who your dream customer is and maybe you even have a idea for a funnel ready.

Now it’s time for the fun part, using ClickFunnels to build a beautiful sales funnel that works for lawyers.

Since lawyers isn’t natural funnel builders, ClickFunnels comes with a nifty feature that I think you’ll love.

They’ve spent extensive time developing a library of over 100 templates for you to use in your next project.

Now you don’t have to create your law firm funnels from scratch anymore. With these high converting templates, most of the heavy lifting has been done for you already.

Just download the template you like and then you have complete freedom to customize it how ever you want.

Also, you don’t need a degree in physics to integrate your favorite autoresponder, add your own logo, change brand colors, add a payment method, etc.

Building the funnel step-by-step

The first thing you need to do is to log-in to your ClickFunnels account.

If you aren’t already a member, head over the ClickFunnels and register. It takes less than 2 minutes to become a member and you start off with a 14-day free trial, so there’s nothing to loose.

Step #1: Log-in and start building

Once logged in to your dashboard, click on the “+ Build a Funnel” button.

Step #2: Set the goal

When the popup appears, select your goal. Here I suggest that you choose either to host a webinar, or to collect emails.

Since you want new clients and not sell a product these are the two best options. And like I said before, you can charge anyone anything unless they hire you.

You could also close the popup and browse through the funnels examples if you want to get some ideas.

Step #3: Name and create

Now it’s time to name your funnel. Give it a good name so you and your team know exactly what this funnel is about in the future.

Cryptic names, although fun, will only cause a lot of extra mouse clicks. 😉

Once you have the name set, click on “Build Funnel”. In this case I’m going with the collect email option.

Step #4: Template and edit

Now you’ll see a bunch of templates, choose one that suites your need and is kind of close to what you have in mind for the finished funnel. This will save you precious time.

When you find something you like, click “Select Template” and it will be added to your funnel.

If you by accident choose a template you don’t like just remove it and add a new page – Read the full guide here.

Step #5: Edit the funnel

From there, click on “Edit Page” to enter the editor.

Step #6: Sales message and finishing the funnel

If you’ve never worked with the editor before, feel free to explore the different menus, functions and elements.

For the next part you need to use those lists you made earlier. You know the one with the game plan and the one with your dream customer.

Use these lists (or mind maps) to craft the sales message you want in your funnel.

Other things that can a good idea to add now is images for backgrounds and such.

You could use free stock images found on the interwebb, but since you are a lawyer and want a professional look, go with your own pictures.

Also make sure to add pictures of yourself, this is a great and easy way to add tons of credibility to your funnel.

Picture guidelines (hire a photographer if you want/need):

• If you have a physical business, take some good pictures of it.
• Have some pictures of your team
• Closeup picture of yourself (white background).
• Wide image of you to the left, to the right and in center (white background).
• Some casual yet professional pictures of you.

Step #7: ‘Thank You’ page

The “Thank You” page is where someone lands once they’ve signed up.

This is where you deliver your lead magnet and also provide the new lead with additional information.

In this case it might be information that states how you will be contacting them about the free consultation you promised.

The principal here is the same as above. Choose a template and edit it to fit your message.

Here you also have a chance to take down the new clients guard even more.

By adding a video of you explaining who you are and that you’re exited to work with them, you reassure the new client on their good decision to work with you.

After you have the funnel in place, it’s time to move on to the next step: Managing new leads and clients.

Managing New Leads and Clients

When visitors lands on your new landing page and enters their information, they become a new lead and are added to your email list.

Now you and the lead signed an unwritten contract. The new lead gets the lead magnet in exchange for allowing you to contact them.

How you choose to manage this newly added lead vary a lot…

Personally I would do something like this.

When a new lead subscribes, they watch the video on your “Thank You” page to get to know you better. There you also have an instruction telling them to check their email and that you will get in touch with them.

At the same time, three emails are sent.

• One containing the lead magnet
• One with a welcome message
• The third one is sent to you for notification.

When you get the notification you know that someone has singed up and that you need to give them a call.

From there you call the client, schedule an appointment and the wheel is set in motion.

This system ensures that every new lead get treated the same way and that no one falls between the cracks.

All done within the ClickFunnels platform.

So I can say this with great certainty:

Can lawyers use ClickFunnels – Yes. Being a all-in-one business platform, it helps you to get organized and create funnels that highlights what you have to offer. It’s like having your best salesman bring new clients to your doorstep.

If you’re still unsure whether ClickFunnels really work for lawyers or not. Watch the Brick And Mortar Summit below, and see how other small businesses, similar to yours, are using basic funnels to fill their businesses with their DREAM customers:

Conclusion

In this guide, we looked at everything there is to know about how to use ClickFunnels for lawyers. From understanding the sales funnel, to defining your dream customer, to building the funnel and more.

Now it’s your turn: Are you going to start using ClickFunnels in your law firm?

Leave a comment below to let me know.