In a market where conveyancing leads come at a cost and competition is fierce, the most successful firms aren’t the ones generating the most leads. They’re the ones converting them into paid clients.
At ConveyancerPlus, we’ve analysed more than 50,000 conveyancing leads across a number of UK law firms, nationwide. One insight stands out clearly: most firms are leaving revenue on the table because they lack a structured, consistent, and responsive follow-up process.
Let’s be clear – every enquiry that lands in your inbox isn’t just an email. It’s a potential instruction. And whether it converts often comes down to what you do next.
Marketing attracts the Client prospect; Sales secure it!
Why This Matters
Conveyancers are under increasing pressure to drive growth and justify marketing spend. But all too often, firms focus their energy on lead generation rather than sales optimisation. A strong conversion process doesn’t just increase revenue, it also makes your marketing far more efficient.
In our research:
- 60% of leads never receive a follow-up within 24 hours
- Firms that follow up within the first 15 minutes are 2.7x more likely to convert
- Structured workflows increase conversion rates by over 200%
These aren’t marginal gains. These are missed opportunities that could be secured with small, process-driven changes.
The Common Pitfalls in Lead Handling
Here’s where many conveyancing firms go wrong:
- No Automation – Manual responses create delays, especially outside office hours.
- Inconsistent Follow-Ups – After an initial reply, many firms fail to re-engage.
- Lack of Clarity – Vague or generic emails don’t guide the lead to take action.
- Over-Reliance on admin/support staff – Paralegals, trainee solicitors and support staff often juggle client work and can’t always prioritise new business, nor are they trained in sales to get the best out of the leads.
Sound familiar? You’re not alone. But the good news is: fixing this doesn’t mean more admin – it just means a better sales process!
The Anatomy of a High-Converting Lead Flow
Firms using ConveyancerPlus technology and workflows adopt the following approach:
1. Respond Fast (Ideally Within 10–15 Minutes)
Set up an automated email and SMS that triggers as soon as a lead lands. Keep it warm, clear, and confident. In quite a few cases, clients engage wholly with the first firm that replies, as long as the criteria is met.
2. Personalise the Message
Mention the client’s name and, if possible, their property type or location. Example: “Hi Tom, This is John from ‘ABC Solicitors’. Thank you for your conveyancing enquiry for the Sale of your property in Sheffield…” This establishes rapport instantly.
3. Include a Clear CTA (Call to Action)
Don’t assume the client knows what to do next. Add a visible button or link: “Click here to get started” or “Proceed with your quote.”
4. Implement a Follow-Up Sequence
A single email won’t do. Send 2–3 reminder emails spaced over 7–10 days. Use different angles giving reassurance, limited-time incentives, insights or helpful content.
5. Use SMS Wisely
SMS has an 85%+ open rate. A gentle nudge like, “Hi Sarah, just checking if you had any questions about your conveyancing quote. We’re here to help,” can reopen the conversation.
What Successful Firms Are Doing Differently
We’ve seen firms double their conversion rates in under a month with a few key changes:
- Outsourcing follow-ups to a specialist team to qualify leads and book calls
- Using automation tools that feel personal, not robotic
- Tracking engagement to identify the warmest leads
It’s not about being aggressive, it’s about being present.
Results That Speak for Themselves
One firm using ConveyancerPlus’s outsourced and firm-branded Quotes Team reported:
- A 350% increase in quote-to-instruction conversion in just 30 days
- 3x faster average response time via automated SMS and email
- Over 40% reduction in leads going “cold” after first contact
The outcome? More instructions. Less manual chasing. Higher ROI on every marketing pound.
What You Can Do Today
If your follow-up process is patchy or non-existent – start small:
- Set up an auto-reply with a strong CTA (Call to Action)
- Schedule a reminder email for 48 hours after initial contact
- Draft 2–3 follow-up templates that feel human and helpful
Better yet, map out a simple lead nurturing journey.
If you don’t have time, consider ConveyancerPlus’ outsourced conversion service using actual conveyancing-trained sales agents, assisted by a powerful AI automated workflow to convert your leads into instructions without losing that important personal touch.
Final Thought
Conveyancing firms don’t need more leads, they need to do more with the ones they already have.
Conversion isn’t a mystery. It’s a method. And it starts with seeing every enquiry as a client waiting to happen.
About the Author PJ is the co-founder of ConveyancerPlus, a lead conversion service designed specifically for conveyancing firms to convert leads at high rates, without the added cost of staff or additional tools and training. He’s helped dozens of practices across the UK streamline their follow-up process, automate communications, and improve quote-to-instruction rates consistently.
This article was submitted to be published by ConveyancerPlus as part of their advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.
