Your lead generation efforts are being wasted useless you have a system to nurture and convert them. “I don’t have time” is no longer a valid excuse with the software that’s available today to practically turn this process into an automated one for you and your firm.

Here are 5 steps you can take right now to better manage and convert your leads:

Only ask for crucial information. Research shows that contact forms with only three fields convert 25% more leads than those with more fields. You really only need a name and an email address these days. People don’t want to give out more than that for a first contact, so don’t put stumbling blocks in your own way right off the bat. Keep it really simple.

Follow up fast. I’ve said it over and over again, but it bears repeating: NEVER make an attorney responsible for following up with a lead! You can program auto responses that follow up for you immediately once you receive a new lead. Studies show that after an hour passes with no response, the chances of doing business with that lead are reduced by 10x.

Make it about them. Be sure you ask the right questions and record the information you receive from the lead in a central place so whomever is tasked with another follow-up has the information they need to provide relevant feedback to that lead. Nothing is more annoying to a prospect than having to explain themselves again and again.

Focus on the next step. Your goal should be to get that lead into your office or on a phone conference as quickly as you can after they initiate contact. Make it your goal to follow up with next steps within one hour of their contacting you and you will see your conversion rates increase.

Pay attention. According to inbound marketing firm HubSpot, 50% of new leads are not ready to buy — which means they need constant attention to move them along to a purchase. Having a system in place that allows you to pre-program a series of emails to nurture prospects takes the task off your hands while still getting the job done.