Law firms are usually pretty good at generating leads. They’ve got ads running, SEO dialed in, intake forms set up—but once a lead comes in, it often just sits there. No follow-up, no reminders, no value-add. Just silence.
That silence is a problem. Because while you’re waiting for a lead to “decide,” some other firm is sending helpful emails, building trust, and staying top of mind. And guess who ends up getting hired?
The truth is, lead generation gets a lot of attention. Lead nurturing doesn’t. But it’s the missing piece for a lot of firms that wonder why their intake numbers don’t match their marketing spend.
Understand What Email Sequences Are For
Email sequences aren’t about spamming people. They’re about guiding someone who already showed interest. Maybe they downloaded a checklist, scheduled a consult, or just filled out a contact form. That’s your chance to stay in touch.
A well-done email sequence reminds them you’re there, answers common questions, explains what happens next, and builds confidence in hiring you. It’s not aggressive—it’s consistent.
Keep the Focus on the Reader
Each email should help the lead feel more informed and more confident. You’re not pitching. You’re helping. Think simple answers to common concerns: how long the process takes, what documents they’ll need, what mistakes to avoid, what hiring a lawyer looks like.
These emails don’t need to be long or fancy. A few paragraphs is enough. Use clear subject lines, plain language, and one call-to-action per email.
Don’t Wait Too Long to Follow Up
The first follow-up should happen within 24 hours. After that, plan a short sequence—maybe five or six emails over two to three weeks. Don’t assume silence means no. People get busy, forget, or need more time. Your emails keep the conversation going.
If you’re only following up once, you’re leaving money on the table. A simple, automated email sequence gives you multiple chances to stay relevant.
Be Clear About the Next Step
Every email should have one purpose. Maybe it’s booking a consultation. Maybe it’s downloading a helpful resource. Maybe it’s just replying with a question.
Don’t clutter the message with multiple links or too much detail. Tell the reader what to do next—and make it easy to do.
Lead Nurturing Isn’t Optional—It’s the Difference Between Interest and Action
If your pipeline is full of leads that never convert, it’s probably not a lead generation problem. It’s a follow-up problem. And email sequences are one of the easiest fixes.
They keep you in front of the people who already raised their hand. They build trust. And they help you win more cases without chasing cold leads all over again.