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Larry Bodine, the Law Blog Guru, tells you what part of the sales funnel to focus on, 5 visitor conversion basics, 6 tactics to maximize online reviews, Content Marketing Strategy, 5 ways to harness emotion and how to hook people with storytelling.
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Larry BodineThe Law Blog GuruPILMMA SummitChicago, IL
Turning Website Visitors into Clients
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The Law Blog GuruBit.ly/LawBlogGuru [email protected]
» Publisher, The National Trial Lawyers
» Blogger, The Huffington Post
» Blogger, Price Benowitz
Introduction
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Free Giveaway!
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Twitter: #PILMMASummit
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Internet is #1 option to find a lawyer
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Focusing on the wrong part of the sales funnel
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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?
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The 4 Visitor Conversion Basics
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Good bio:• 200-300 words max• Client service – how well you
explain legal options• Case histories• A little personal information
Visitor Conversion Basics
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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%
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UGH! YESSS!
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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
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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
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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
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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
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FrequentBlogPosts
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» Updated 2-3 times per week
» The more you blog, the more clients you get –Hubspot 2012
» Best length: 300 – 400 words
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» Updated 2-3 times per day
» Team of guest bloggers & full-time editor
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• 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
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“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
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• 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
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Content tactic
• Look for the twist
• Cite statistics• Summarize
verdicts & settlements
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Client’s name missing
Dates missing – settlement & incident
No description of accident
Ignored email, sent to voicemail of secretary
Worst press release EVER!
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1,400 page views in first 24 hours!
Who, what, when, where why
Drama and suffering
Best blog post all week!
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“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
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$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
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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
