It’s been a few weeks—or months—since they filled out your contact form. Maybe they even booked a consultation. You followed up once or twice. Nothing. Now they’re just sitting there in your CRM, collecting dust and passive resentment.
Should you give up? Delete them? Chase them down?
Short answer: Don’t delete them. Long answer: There’s a smarter way to handle this.
Let’s walk through what to do with those old leads who ghosted you—and how to wake a few of them back up.
First, Don’t Take It Personally
Before you assume they chose another lawyer (or that they’re judging your website, your fees, or your face), pause.
Most people ghost because life happened. Their kid got sick. Their job got stressful. They weren’t ready. Legal issues are often a slow burn. Just because someone went quiet doesn’t mean they’re gone forever.
Segment Them
Don’t lump all ghosted leads together. Create two buckets:
- Warm Ghosts – People who had a consult, asked questions, or seemed ready.
- Cold Ghosts – People who just downloaded something, filled out a form, or clicked an ad.
You’ll approach each group a little differently.
Re-Engage the Warm Ones with a Personal Email
These leads were close. Send a short, one-to-one email—not a marketing blast. Something like:
“Hey [Name], just wanted to check in. Are you still thinking about [their legal issue]? No pressure—just wanted to make sure nothing fell through the cracks.”
Keep it casual. No guilt. No pitch. You’re giving them a low-stakes way to reply.
Bonus: If it’s been a while, you can also say:
“I know some time has passed, but if you still want to revisit this, I’m happy to pick up where we left off.”
Use a One-Click Resource for the Cold Ones
For colder leads, send a short email with a helpful link.
Not a sales pitch. Not a newsletter. Just a useful article or checklist related to their situation.
Example:
“Hi [Name], you downloaded our [X] a while back—thought you might like this short article on [related topic]. Let me know if questions pop up.”
You’re showing up without being pushy. That keeps the door open.
Create a Simple Drip Series Just for Ghosts
Set up a short email sequence (3–5 emails) for people who went dark after expressing interest. Keep it conversational, not promotional.
Sample structure:
- Check-In – “Still interested?”
- Common Roadblocks – “Here’s what usually holds people back”
- Timing Reminder – “What happens when you wait too long”
- Encouragement – “You’re not alone—here’s what helps most people move forward”
- Exit Option – “Want to be removed from the list? No hard feelings.”
This lets you stay on their radar without sounding like a newsletter robot.
Watch for Triggers to Reach Out Again
Keep old leads in your system. Then watch for signs they’re back in research mode—like opening a new email, downloading a new resource, or revisiting your website.
These little signals are your cue to send a quick follow-up:
“Hey, I noticed you grabbed our guide on [X] again. Let me know if anything’s changed.”
It feels timely without being creepy.
Don’t Discount the “No Response” Leads
It’s easy to assume no reply means no interest. But people often come back around months or even years later, especially if you’ve kept in touch in a non-annoying way.
If you’ve stayed useful, not salesy, they’ll remember you when they’re finally ready.
What Not to Do
- Don’t guilt-trip them. “I guess you’re not serious…” is a great way to burn bridges.
- Don’t over-email. One follow-up per month is plenty.
- Don’t remove them too soon. Legal decisions take time.
Final Thought
Just because a lead ghosted you doesn’t mean they’re gone. Most people don’t convert right away. The key is to stay visible, stay helpful, and leave the door open.
The lawyers who follow up consistently without being annoying are the ones who win long-term.