Turning website visitors into clients bodine - pilmma

Larry BodineThe Law Blog GuruPILMMA SummitChicago, IL

Turning Website Visitors into Clients

Bit.ly/LawBlogGuru

The Law Blog GuruBit.ly/LawBlogGuru LarryBodineNow@Gmail.com520.577.9759

» Publisher, The National Trial Lawyers

» Blogger, The Huffington Post

» Blogger, Price Benowitz

Introduction

Bit.ly/LawBlogGuruBit.ly/LawBlogGuru

Bit.ly/LawBlogGuru

Free Giveaway!

Bit.ly/LawBlogGuru

Twitter: #PILMMASummit

▪ ▪ ▪

Download these slides now!

Go to:

http://

-- fill in the form to get these slidesbit.ly/PILMMASummit

Bit.ly/LawBlogGuru

Internet is #1 option to find a lawyer

Bit.ly/LawBlogGuru

Focusing on the wrong part of the sales funnel

Bit.ly/LawBlogGuru

30%-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

What is the best online strategy to generate clients?

Bit.ly/LawBlogGuru

The 4 Visitor Conversion Basics

Bit.ly/LawBlogGuru

Good bio:• 200-300 words max• Client service – how well you

explain legal options• Case histories• A little personal information

Visitor Conversion Basics

Bit.ly/LawBlogGuru

Almost half of law firm traffic comes from mobile devices

LawLytics.com, April 2014Survey of 733,346 law firm website visits

45% from mobile devices:• Apple: 58.3%• Android 40.2%• Windows 1.2%

Bit.ly/LawBlogGuru

UGH! YESSS!

Bit.ly/LawBlogGuru

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 traffic is action-oriented

A person searches for a lawyer on their mobile device immediately

Bit.ly/LawBlogGuru

Online Reviews

• 90% of Customers Say Buying Decisions Are Influenced By Online Reviews - Dimensional Research, 2013

• 79% Of Consumers Trust Online Reviews As Much As Personal Recommendations – BrightLocal 2013

Bit.ly/LawBlogGuru

Online Reviews

Yelp is #1 trusted and popular site to find a lawyer – Software Advice Survey

• Martindale, Avvo & Super Lawyers less trusted and popular

• 70% would drive to inconvenient part of town to see a lawyer with a better online review

Email links to review sites To happy clients

Hand out professionally printed review cards

With links to review pagesRespond to all comments – good and bad

To help keep your overall ratings high

List all review sites Furnish to all staff and

lawyers Make sure everyone

understands the importance

Onboarding Process How did they find the

firm? Was it by an online review?

Request Reviews After a positive in-person

consultation or favorable settlement

6 Tactics for Online Reviews

Bit.ly/LawBlogGuru

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

Bit.ly/LawBlogGuru

FrequentBlogPosts

Bit.ly/LawBlogGuru

» Updated 2-3 times per week

» The more you blog, the more clients you get –Hubspot 2012

» Best length: 300 – 400 words

Bit.ly/LawBlogGuruBit.ly/LawBlogGuru

» Updated 2-3 times per day

» Team of guest bloggers & full-time editor

Bit.ly/LawBlogGuru

• 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

5 Ways to Harness Emotion: Logic makes people think, and emotions make people act

Bit.ly/LawBlogGuru

“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?”

Create a Sense of Urgency

Bit.ly/LawBlogGuru

• 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

Bit.ly/LawBlogGuru

Content tactic

• Look for the twist

• Cite statistics• Summarize

verdicts & settlements

Bit.ly/LawBlogGuru

Client’s name missing

Dates missing – settlement & incident

No description of accident

Ignored email, sent to voicemail of secretary

Worst press release EVER!

Bit.ly/LawBlogGuru

1,400 page views in first 24 hours!

Who, what, when, where why

Drama and suffering

Best blog post all week!

Bit.ly/LawBlogGuru

“A man who is his own lawyer has a fool for a client”

How much free time do you have? And your partners?

How good is your nose for news?

Wouldn’t you rather edit a draft?

Decision to Delegate

Bit.ly/LawBlogGuru

$30 - $40 per post

6 cents a word

Content sweatshop in Asia

Thinly rewritten content with mistakes in the law

Law students or paralegals

Non-lawyer marketers

BEWARE of Cheapo Content Factories

Bit.ly/LawBlogGuru

Attorney

Practiced law

Journalism background

Web & SEO experience

Part of a team (not a solo)

Can show copy on a law firm website

What to look for in a content writer

Larry BodineThe Law Blog GuruBit.ly/LawBlogGuruLarryBodineNow@Gmail.com520.577.9759

When it comes to content, call a Pro