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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Turning website visitors into clients bodine - pilmma
1. Larry Bodine
The Law Blog Guru
PILMMA Summit
Chicago, IL
Turning
Website
Visitors into
Clients
2. Bit.ly/LawBlogGuru
The Law Blog Guru
Bit.ly/LawBlogGuru
LarryBodineNow@Gmail.com
520.577.9759
» Publisher, The National Trial Lawyers
» Blogger, The Huffington Post
» Blogger, Price Benowitz
Introduction
Bit.ly/LawBlogGuruBit.ly/LawBlogGuru
7. Bit.ly/LawBlogGuru
30%-40% drop in
traffic & position in
search results:
âą Aggregated or "curated"
content from other sites
âą Snippets from other sites
âą Scraped and pasted content
âą Substantially similar text
âą Thinly rewritten text
What is the best online
strategy to generate
clients?
9. Bit.ly/LawBlogGuru
Good bio:
âą 200-300 words max
âą Client service â how well you
explain legal options
âą Case histories
âą A little personal information
Visitor
Conversion Basics
10. Bit.ly/LawBlogGuru
Almost half of law firm traffic
comes from mobile devices
LawLytics.com, April 2014
Survey of 733,346 law firm website visits
45% from mobile devices:
âą Apple: 58.3%
âą Android 40.2%
âą Windows 1.2%
12. Bit.ly/LawBlogGuru
ï§ I just got stopped for a DUI
ï§ I was just arrested
ï§ I was just in a traffic accident
ï§ I just got injured at work
ï§ My child was hurt at school
13. Bit.ly/LawBlogGuru
Online Reviews
âą 90% of Customers
Say Buying Decisions
Are Influenced By
Online Reviews -
Dimensional Research, 2013
âą 79% Of
Consumers Trust
Online Reviews As
Much As Personal
Recommendations â
BrightLocal 2013
14. Bit.ly/LawBlogGuru
Online Reviews
Yelp is #1 trusted and
popular site to find a lawyer
â Software Advice Survey
âą Martindale, Avvo & Super Lawyers
less trusted and popular
âą 70% would drive to inconvenient
part of town to see a lawyer with a
better online review
15. Email links to review sites
ïŒ To happy clients
Hand out professionally
printed review cards
ïŒ With links to review pages
Respond to all comments
â good and bad
ïŒ To help keep your overall
ratings high
List all review sites
ïŒ Furnish to all staff and
lawyers
ïŒ Make sure everyone
understands the
importance
Onboarding Process
ïŒ How did they find the
firm?
ïŒ Was it by an online review?
Request Reviews
ïŒ After a positive in-person
consultation or favorable
settlement
6 Tactics for Online Reviews
16. Bit.ly/LawBlogGuru
STRATEGY: Creating a
Content Marketing
Culture
ïŒ Content marketing tied to new
business goals
ïŒ Used to generate leads
ïŒ The firmâs owner and partners
lead are active players
ïŒ Enough time, budget, staff
19. Bit.ly/LawBlogGuru
âą Create feelings of trust and rapport
â with images and text
âą Show empathy
âą Address hidden fears
âą Complement buyerâs mood with uplifting statements
âą Use social proof
â Facebook âlikes,â followers on Twitter, number of circles in Google Plus
5 Ways to Harness Emotion:
Logic makes people think, and emotions make people act
20. Bit.ly/LawBlogGuru
âHow does this problem make you feel?â
âHow has this affected you?â
âWhat bothers you most about it?â
âWhy is it important to solve this problem now?
âWhat would happen if you didnât do anything?â
âWhat makes your problem urgent?â
Create a Sense of Urgency
21. Bit.ly/LawBlogGuru
âą Storytelling makes people
feel emotions
âą People remember stories and
respond to them
âą The protagonist is the
potential client
âą Write with the viewpoint of
your clients
Hooking visitors with Storytelling
24. Bit.ly/LawBlogGuru
ï§ 1,400 page views
in first 24 hours!
ï§ Who, what, when,
where why
ï§ Drama and
suffering
Best blog post all week!
25. Bit.ly/LawBlogGuru
ï± âA man who is his own lawyer has a
fool for a clientâ
ï± How much free time do you have?
ï± And your partners?
ï± How good is your nose for news?
ï± Wouldnât you rather edit a draft?
Decision to Delegate
26. Bit.ly/LawBlogGuru
ï± $30 - $40 per post
ï± 6 cents a word
ï± Content sweatshop in Asia
ï± Thinly rewritten content with
mistakes in the law
ï± Law students or paralegals
ï± Non-lawyer marketers
BEWARE of Cheapo Content Factories
27. Bit.ly/LawBlogGuru
ï± Attorney
ï± Practiced law
ï± Journalism background
ï± Web & SEO experience
ï± Part of a team (not a solo)
ï± Can show copy on a law firm
website
What to look for in a content writer
28. Larry Bodine
The Law Blog Guru
Bit.ly/LawBlogGuru
LarryBodineNow@Gmail.com
520.577.9759
When it
comes to
content, call
a Pro
Notas do Editor
NTL: Since January, unique visitors up 122%
Page views up 65%
67% of all searches are on Google
Joye law firm â South Carolina
Joye law firm â South Carolina
A new analysis by LawLytics of 733,346 visits to a random selection of law firm websites discovered that 45% of traffic came from mobile devices. Furthermore,
the majority of social media time is spent not on desktop computers, but on smartphones and tablets.
The more you post, the more clients you acquire â Hubspot 2012 state of inbound marketing report
2-3 times a per week â 70% acquisition
Daily is 78% acquisition
Multiple times day = 92% acquisition
to convince clients they have made the right choice
are all evidence of social acceptance.
This is why lawers shouldnât write about their cases
This is why lawers shouldnât write about their cases