national trial lawyers webinar: 5 top tactics to convert more website visitors into qualified leads
DESCRIPTION
Driving qualified traffic to your website is only the first step. The really hard part is getting web visitors to take action by contacting you. If your website seems to be getting a lot of traffic, but you still aren’t getting any calls then you need to attend this hard-hitting webinar. Two of the nation’s leading legal marketing experts are going to pull back the curtain and tell you exactly how to convert more browsers into buyers and improve your website’s conversion rate. Learn the same strategies and techniques used by top legal websites to attract over one million visits and convert them into qualified leads. Attendees of this practical, how-to program will learn specific strategies they can immediately apply to convert online visitors into paying clients. You will discover: The top 5 conversion tactics to rapidly improve your website How frequency of updates directly impacts conversion rates Using blogging to attract highly qualified cases Why top personal injury and criminal defense attorneys are using live chat Creating a content marketing culture that’s tied to business development goals Information, education, and expert advice—what visitors really want How to quickly establish rapport and build trust Why “social proof” is essential and how to get itTRANSCRIPT
A webinar presented by The National Trial Lawyers
Tactics to Convert More Website Visitors Into Qualified Leads
TheNationalTrialLawyers.org
PublisherThe National Trial Lawyerswww.TheNationalTrialLawyers.orgLarryBodineNow@Gmail.com520.577.9759
ABOUT LARRY BODINE
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About Stephen Fairley CEO of The Rainmaker Institute—the nation’s largest law firm
marketing company that specializes in helping small law firms generate more referrals and convert more leads
Nationally recognized expert on lead conversion for law firms
Developed the first automated lead conversion follow-up system for attorneys
Coached, trained and spoken to more than 10,000 attorneys
Academically trained as a Clinical Psychologist
International best-selling author of 12 books and 10 audio learning programs
World traveler: Visited over 35 countries and taken 15 cruises
www.TheRainmakerInstitute.com
TheNationalTrialLawyers.org
Today’s Program
• The top 5 conversion tactics to engage visitors
• How frequency of updates directly affects conversion rates
• Using blogging to attract highly qualified cases
• Creating a content marketing culture
• How to quickly establish rapport and build trust
• Why “social proof” is essential and how to get it
TheNationalTrialLawyers.org
Internet is #1 way consumers search for lawyers
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Focusing on the wrong part of the sales funnel
CLIENTS
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The 5 Top Conversion Tactics
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Top PI and Criminal Defense Attorneys areUsing Live Chat
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For B2B• Client service – how well you
explain legal options• Talk about the kinds of clients you
represent• Case histories• A little personal information
A Bonus Tactic: A Good Bio
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For B2C• Tell a story—why do you do what you do? • Talk about awards and how prestigious they
are (people like to brag about their attorney)• Focus on how passionate you are• Use a lot of your personal background• Show more pictures than just your headshot• Utilize video
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Almost half of law firm traffic comes from mobile devices
45% from mobile devices:• Apple: 58.3%• Android 40.2%• Windows 1.2%
-- LawLytics.com, April 2014Survey of 733,346 law firm website visits
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UGH! YESSS!
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TheNationalTrialLawyers.org
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 visitors are action-oriented
A person searches for a lawyer on their mobile device immediately
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Necessity for a content marketing emphasis30%-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
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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» Updated 2-3 times
per week» The more you
blog, the more clients you get –Hubspot 2012
» Best length: 300 – 500 words
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» Updated 1-2 times every 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
Pre-incidentWhen your next client is not in immediate need of legal services.
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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?”
Post-incidentWhen your next client has an immediate need for legal services.
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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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This is not storytelling
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Content tactic
• Look for the twist• Cite statistics• Tell the story
behind a verdict or settlement
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Client’s name missing
Dates missing – settlement & incident
No description of accident
Ignored email, sent to voicemail of secretary
BAD Storytelling
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1,400 page views in first 24 hours!
Who, what, when, where why
Detail about drama and suffering
Best blog post all week!
TheNationalTrialLawyers.org
Today’s Program
• Use the top conversion tactics to engage visitors
• How frequency of updates directly affects conversion rates
• Using blogging to attract highly qualified cases
• Creating a content marketing culture
• How to quickly establish rapport and build trust
• Why “social proof” is essential and how to get it
Stephen Fairley
888.588.5891
www.TheRainmakerBlog.com
520.577.9759
TheNationalTrialLawyers.org
For more information
Larry Bodine