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© 2016 INT ERNET BRANDS, INC. ALL RIGHT S RESERVED. © 2017 INT ERNET BRANDS, INC. ALL RIGHT S RESERVED.
Best Practices for Retaining
More Clients
February 9, 2017
presented by:
in conjunction with:
2 © 2017 INT ERNET BRANDS, INC. ALL RIGHT S RESERVED.
Helping attorneys grow their practice
with the largest legal marketing network
15M visitors + 100K requests for attorneys/month
Increase visibility & credibility – professional profiles/websites
Generate highly-targeted leads – 55+ practice areas nationwide
Convert 2X more website visitors to prospects – Live Chat
Martindale-Nolo Legal Marketing Network
3 © 2017 INT ERNET BRANDS, INC. ALL RIGHT S RESERVED.
Before: 7+ years as a solo practitioner in
bankruptcy/tax law
Now: educate attorneys in online marketing
Client surveys and input provide insight and
best practices
Today, I’ll cover:
Online Marketing Today – Top 3 Ad
Techniques
Importance of a Quick Response Time
Importance of Having An Online Presence
Best Intake Practices for Today’s Clients
Proper Use of Resources for Retention
About Bob
Bob Somal, Esq
Marketing Specialist
Martindale-Nolo Legal
Marketing Network
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Online Marketing Today
Lots of Opportunity… and Competition
1 Source: Lexis-Nexis Martindale-Hubbell study, “Attorney
Selection Research Study,” conducted by
The Research Intelligence Group, 2012. 3 Source: American Bar Association.
76% Search Online1
CONSUMERS
1.3M Total in US3 500K Small Law Firms
SEO
SEM
Lead Generation
Directories
Social Media/Blogs
Other Advertising
WAYS TO CONNECT ATTORNEYS
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2016 Best Performing Techniques
Source: State of Online Marketing | martindalenolo.com
What is your best performing advertising medium?
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• How many of you are new attorneys or existing? Solo,
small firm?
• How many consider yourselves to be in a high-volume
area of practice (i.e. bankruptcy, criminal/DUI, SSDI)
– What’s your target client retention?
• <5 per month
• 5-10 per month
• 10-20+ per month
• What is your #1 ad medium?
• What % of clients do you retain from it?
We Want to Hear From You
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You’ve Got the Leads. Now What?
Initial Request
Initial Contact
Nurturing Engagement
Initial Intake Close
The right lead response best practices, technology
and resources make a huge difference
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Best Practice: Response Speed and Frequency
Source: State of Online Marketing | martindalenolo.com
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• Case Study: Reza Torkzadeh
– Started the firm 3 years ago
– Personal injury, wrongful death
– Expanded: 1 office in LA 4 new offices (Orange County, San Diego, San Francisco, Chicago)
• Lead nurturing was key to success
– Email leads immediately and regularly after
initial contact
– Warms up prospect when you are able to
reach them
“Lead nurturing is as important
as getting the lead.”
Lead Nurturing
Reza Torkzadeh
Attorney/Owner
The Torkzadeh Law Firm
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• 90% of your leads aren’t ready right now
• A simple email nurturing approach:
1. Understand your audience
• What are your prospective clients’ top 3 needs?
• Example: DUI requires immediate attention
2. Get some automation
• MailChimp
• ConstantContact
3. Set up an email schedule
Email – Your New Best Friend
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Website Conversion
• What does this mean?
– # of website visitors who submit form/call
– 50%-75% Conversion: Ideal
• Average consumer views 4.5 legal
websites before contacting one
• Email, blog articles great way to get
prospects back to your site
• Engage visitors each time they visit
your site
• Use easy, short forms
• Include contact information on every
page
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What is Intake?
• First working relationship with “potential” client
– Need to make a good impression
• Pre-Screening of case worthiness
– Serious inquiries ≠ new client
– Some not qualified or ready
• Set of standard documents
– Firm-specific – business philosophy,
attorney-client relationship, fees
– Case-specific forms shouldn’t overwhelm
– Allow for detailed input
– Consider online forms vs. paper
• 56% use non-attorney staff
– More viable if consistent process
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Resources Required
How many employees are on your firm’s non-attorney client intake team?
Source: Maximizing New Client Opportunities in the Digital Age | martindalenolo.com
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What if you don’t have resources?
• What aspects of intake can you outsource?
• Third-party services
– Handle all intake tasks, including screening, based on criteria
– Call Center or shared virtual office
– Hired intern or admin
• CRM Options
– Website/Lead integration,
lead management,
email nurturing, practice-specific
online forms, eSign, reporting
– Velocify
– Captorra
– SalesForce
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• State Bar of CA Formal Opinion No. 2005-168 (Duty of
Confidentiality)
• State Bar of CA Formal Opinion No. 2007-172
(Payment of Electronic Fees)
• State Bar of CA Formal Opinion No. 2012-184 (Virtual
Law Office)
• Uniform Electronic Transactions Act (Electronic
Signatures)
Ethical Considerations
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Q&A Please remember to submit your questions.
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Additional Resources
CRMs • Velocify.com
• Captorra.com
• SalesForce.com
Articles How to Perform Solo and Small Law Firm Client Intake | Findlaw.com
Nurturing Leads into a Thriving Client Base | MartindaleNolo.com Blog
3 Simple Email Nurturing Tips for Client Retention | MartindaleNolo.com Blog
Martindale-Nolo White Papers Maximizing New Client Opportunities
State of Online Marketing
Researching
additional
resources
