Date post: | 28-Nov-2014 |
Category: |
Marketing |
Upload: | larry-bodine |
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A webinar presented by The National Trial Lawyers
Tactics to Convert More Website Visitors Into Qualified Leads
TheNationalTrialLawyers.org
PublisherThe National Trial Lawyerswww.TheNationalTrialLawyers.orgLarryBodineNow@Gmail.com520.577.9759
ABOUT LARRY BODINE
TheNationalTrialLawyers.org
About Stephen Fairley CEO of The Rainmaker Institute—the nation’s largest law firm
marketing company that specializes in helping small law firms generate more referrals and convert more leads
Nationally recognized expert on lead conversion for law firms
Developed the first automated lead conversion follow-up system for attorneys
Coached, trained and spoken to more than 10,000 attorneys
Academically trained as a Clinical Psychologist
International best-selling author of 12 books and 10 audio learning programs
World traveler: Visited over 35 countries and taken 15 cruises
www.TheRainmakerInstitute.com
TheNationalTrialLawyers.org
Today’s Program
• The top 5 conversion tactics to engage visitors
• How frequency of updates directly affects conversion rates
• Using blogging to attract highly qualified cases
• Creating a content marketing culture
• How to quickly establish rapport and build trust
• Why “social proof” is essential and how to get it
TheNationalTrialLawyers.org
Internet is #1 way consumers search for lawyers
TheNationalTrialLawyers.org
Focusing on the wrong part of the sales funnel
CLIENTS
TheNationalTrialLawyers.org
The 5 Top Conversion Tactics
TheNationalTrialLawyers.org
Top PI and Criminal Defense Attorneys areUsing Live Chat
TheNationalTrialLawyers.org
For B2B• Client service – how well you
explain legal options• Talk about the kinds of clients you
represent• Case histories• A little personal information
A Bonus Tactic: A Good Bio
TheNationalTrialLawyers.org
For B2C• Tell a story—why do you do what you do? • Talk about awards and how prestigious they
are (people like to brag about their attorney)• Focus on how passionate you are• Use a lot of your personal background• Show more pictures than just your headshot• Utilize video
TheNationalTrialLawyers.org
Almost half of law firm traffic comes from mobile devices
45% from mobile devices:• Apple: 58.3%• Android 40.2%• Windows 1.2%
-- LawLytics.com, April 2014Survey of 733,346 law firm website visits
TheNationalTrialLawyers.org
UGH! YESSS!
TheNationalTrialLawyers.org
TheNationalTrialLawyers.org
I just got stopped for a DUI
I was just arrested
I was just in a traffic accident
I just got injured at work
My child was hurt at school
Mobile visitors are action-oriented
A person searches for a lawyer on their mobile device immediately
TheNationalTrialLawyers.org
Necessity for a content marketing emphasis30%-40% drop in traffic & position in search results:• Aggregated or "curated"
content from other sites• Snippets from other sites• Scraped and pasted content• Substantially similar text• Thinly rewritten text
TheNationalTrialLawyers.org
STRATEGY: Creating a Content Marketing Culture Content marketing tied to new
business goals
Used to generate leads
The firm’s owner and partners lead are active players
Enough time, budget, staff
TheNationalTrialLawyers.org
FrequentBlogPosts» Updated 2-3 times
per week» The more you
blog, the more clients you get –Hubspot 2012
» Best length: 300 – 500 words
TheNationalTrialLawyers.org
» Updated 1-2 times every day
» Team of guest bloggers & full-time editor
TheNationalTrialLawyers.org
• Create feelings of trust and rapport – with images and text
• Show empathy
• Address hidden fears
• Complement buyer’s mood with uplifting statements
• Use social proof – Facebook “likes,” followers on Twitter, number of circles in Google Plus
Pre-incidentWhen your next client is not in immediate need of legal services.
TheNationalTrialLawyers.org
“How does this problem make you feel?”
“How has this affected you?”
“What bothers you most about it?”
“Why is it important to solve this problem now?
“What would happen if you didn’t do anything?”
“What makes your problem urgent?”
Post-incidentWhen your next client has an immediate need for legal services.
TheNationalTrialLawyers.org
• Storytelling makes people feel emotions
• People remember stories and respond to them
• The protagonist is the potential client
• Write with the viewpoint of your clients
Hooking visitors with Storytelling
TheNationalTrialLawyers.org
This is not storytelling
TheNationalTrialLawyers.org
Content tactic
• Look for the twist• Cite statistics• Tell the story
behind a verdict or settlement
TheNationalTrialLawyers.org
Client’s name missing
Dates missing – settlement & incident
No description of accident
Ignored email, sent to voicemail of secretary
BAD Storytelling
TheNationalTrialLawyers.org
1,400 page views in first 24 hours!
Who, what, when, where why
Detail about drama and suffering
Best blog post all week!
TheNationalTrialLawyers.org
Today’s Program
• Use the top conversion tactics to engage visitors
• How frequency of updates directly affects conversion rates
• Using blogging to attract highly qualified cases
• Creating a content marketing culture
• How to quickly establish rapport and build trust
• Why “social proof” is essential and how to get it
Stephen Fairley
888.588.5891
www.TheRainmakerBlog.com
520.577.9759
TheNationalTrialLawyers.org
For more information
Larry Bodine