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1 2018 © AppFolio, Inc. Confidential.
Turning More Traffic Into Fees

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2 2018 © AppFolio, Inc. Confidential.
Turning More Traffic Into Fees
60-minute conversation about client conversion
● How to identify conversion issues
● 3 of the most common conversion issues encountered
● A strategy for fixing conversion issues
● Tips for benchmarking and improving conversion rates

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3 2018 © AppFolio, Inc. Confidential.

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4 2018 © AppFolio, Inc. Confidential.

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About Gyi Tsakalakis
@GyiTsakalakis
gyi@attorneysync.com
Founder @AttorneySync
Helps lawyers put their best foot forward
because that’s where clients are looking.

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7 2018 © AppFolio, Inc. Confidential.
Poll Question #1
Are you tracking website traffic to client fees by
source?
Options:
A) Huh, that’s greek to me.
B) You can do that?
C) Sort of, we track some of the things.
D)Yep, we measure ROI, ROAS, and LTV by
source!

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8 2018 © AppFolio, Inc. Confidential.
If you don’t measure it, you can’t improve it.

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Traffic Inquiry Client

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What is a conversion?
Visitors that complete a desired goal (call, email, chat,
download, subscribe, sign-up, etc).

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11 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry Client
Conversions

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12 2018 © AppFolio, Inc. Confidential.
What is your conversion rate?
Your conversion rate is the percentage of visitors to
your website that complete a desired goal (a
conversion) out of the total number of visitors.

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13 2018 © AppFolio, Inc. Confidential.
Converting
More Traffic
Into
Inquiries
How do I turn more
visitors into potential
client leads?

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14 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry

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15 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry
a/k/a Marketing

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16 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry
Google Analytics Goals
https://support.google.com/analytics/answer/1012040?hl=en

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Phone Call

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How can I measure the number of
first-time callers from my website?

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20 2018 © AppFolio, Inc. Confidential.
Set a Goal for First-Time Callers
https://support.callrail.com/hc/en-us/articles/201325073-Adding-Call-Goals-to-Google-Analytics-Universal-

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21 2018 © AppFolio, Inc. Confidential.

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How can I measure the number of
chats from my website?

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23 2018 © AppFolio, Inc. Confidential.

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24 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry
Identifying
Conversion Issues

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“We get a ton of traffic
but no phone calls!”

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26 2018 © AppFolio, Inc. Confidential.
Tracking Errors
Do you have
technical issues with
your tracking
implementation?

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27 2018 © AppFolio, Inc. Confidential.
Content Issues
Does your content
satisfy your visitors’
demand for
information?

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Marketing Issues
Are you effectively
communicating why
you’re uniquely
qualified to help?

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Benchmark your visitor to inquiry
conversion rate and work to improve it.

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Poll Question #2
Our firm’s website visitor to potential client
conversion rate is:
A) Less than 3%.
B) Between 3% and 10%.
C) Over 10%
D)No idea.

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Test various “calls to action.”

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Test landing pages.

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Test ad creative.

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What are competitors doing?

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Why should anyone
contact you?

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38 2018 © AppFolio, Inc. Confidential.
Converting
More
Inquiries
into Clients
How do I turn more
potential client leads
into paying clients?

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39 2018 © AppFolio, Inc. Confidential.
Inquiry Client

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Inquiry Client
a/k/a Sales

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Inquiry Client
Client Relationship Management (CRM)

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Inquiry Client
Client Experience Management (CX)

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Poll Question #3
What is your process for nurturing potential
clients?
A) None. If they want to hire us, they’ll figure it
out.
B) Potential clients can leave us a message, we
respond to them when we can get to it.
C) Mostly automated through software.
D)All potential client inquiries are responded to
by person within seconds.

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“We get a ton of potential
client inquiries but no clients!”

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Shop Your Firm
Regularly

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46 2018 © AppFolio, Inc. Confidential.
Phone Issues
How a firm answers the
phone tends to be the most
significant factor in
converting potential clients
into clients.

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Identifying Phone Issues
Who answers the phone?
How fast?
How are callers greeted?
Lawyer? Human? Machine?
< 5 Seconds?
“Law firm?”

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Other Intake Issues
Got Empathy?
Efficiency?
Are you competitive?

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49 2018 © AppFolio, Inc. Confidential.
Follow-Up?
What is your firm’s follow-
up process?

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50 2018 © AppFolio, Inc. Confidential.
Targeting Issues?
Does your messaging match
your target audience?

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Who is your best average client?
Location?
Age?
Fears?
Desires?
Demographics? Psychographics?

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Research / Measure / Test
Turn More Traffic Into Fees

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Thank You!
Questions?
gyi@attorneysync.com
@gyitsakalakis