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Law firm marketing and business development strategies

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Looking to Stand Out? Stake Out Your Niche!

Posted in Law Firm Marketing, Lead Generation for Law Firms

Looking to Stand Out? Stake Out Your Niche!We all have a limited amount of time, energy, and money. Top Rainmakers understand the most effective use of their limited time is to stake out a specific niche and dominate it!

Being perceived as a “specialist” in your local area for a specific practice area or niche is critical to the financial well being of your law firm. I am not talking about being an “expert” or “specialist” in the legal or technical sense or using that term in your marketing if you are not allowed to do so by your state bar. What I am talking about is in the marketing sense of having your prospects, clients and referral sources see you as the go-to attorney in your specific niche.

The most effective way to grow your firm is to “market like a specialist and practice like a generalist.” If you look at many law firms, they have it reversed: they market themselves as someone who can do it all (generalist), but if you look inside their practice, the majority of their revenue comes from one or two practice areas (specialist). To the outside world, you want your practice to be highly specialized, but once a person signs on as a new client, you immediately want to educate them on all the other ways your firm can help them with their legal issues (practice like a generalist).

One of the biggest law firm marketing mistakes attorneys make is to position themselves as generalists rather than specialists. Due to today’s hypercompetitive environment and the increased level of sophistication among consumers, lawyers can no longer afford to be seen as a general practitioner, the “jack of all trades,” because they will also be perceived as the master of none.

One of the problems with being a generalist is that it’s significantly more difficult to get more and better referrals. Here’s why: when another trusted advisor sends you a referral, it’s their reputation on the line. They don’t want to risk the relationship with their client if they are not sure you can solve the problem. More and more, being a generalist is perceived as having a good general knowledge, but unable to handle more complex (and potentially more lucrative) legal situations. If you say you can do anything from IP to PI, then trusted advisors aren’t going to send you any referrals because they figure there’s no way someone can be that good in every single area.

Here are several ways you can start to position yourself and your law firm as a “specialist” by emphasizing a specific niche:

  1. Focus on a specific industry. Pick two or three specific industries, like banking, intellectual property for software development, commercial real estate litigation, etc.
  2. Focus by size of revenue. You can focus your practice on high net worth individuals (at least $1 Million in net assets) or target businesses with $5 Million to $50 Million in revenues.
  3. Focus on the services you offer. Perhaps you want to focus your law firm’s services on complex litigation, celebrity or high profile divorces, white collar crimes, or Spanish speaking clients.
  4. Focus by combining all three above. The most powerful way to specialize your law practice is when you combine all of the above: niche yourself by industry, size of revenue, and by the specific services that you offer.

The perception of specialization takes time to develop and I am certainly not suggesting you handle any case outside of your area of competency.

Law firm marketing is a process of generating more and better clients. Positioning yourself as a leading expert or specialist in your niche can be a powerful tool for you in achieving this. You can do this with your website, a blog, through social media, and by educating your clients and referral sources.

How to Get Great Google Rankings in 2017

6 Law Firm Management Fails You Need to Avoid

Posted in Law Firm Management

6 Law Firm Management Fails You Need to AvoidNo one starts out in business to fail, but fail you will if you don’t recognize that while you may practice law, you run a business. To avoid running it into the ground, you need to avoid these six law firm management fails:

Failing to plan. To start and run any business, you need to focus on the big picture, but you can’t let that blind you to the importance of detailing the steps you need to take to make your firm a success. Having a plan helps you keep on track to achieving your goals and make important adjustments along the way.

Failing to create a team. You know the law, but they didn’t teach you how to run a business in law school. You need to create a team that will make your business successful, bringing the best people onboard in the different disciplines you need for financial management, marketing, sales, etc., and ensuring they succeed by investing in the latest technologies to support their efforts.

Failing to take care of business first. Too many times lawyers focus solely on their clients without focusing on the bottom line. The result is devastating: not sending out invoices on time, not raising your rates for years, not actively cross-promoting other services your firm offers, and not staying connected with former clients. Be sure to put processes in place for each of these important disciplines so nothing falls through the cracks.

Failing to hire the right people. Superstars are the currency of the new economy. You have a limited number of positions to fill in your firm and you can only afford to retain superstars in every position. If you find a position filled with someone who is “good enough,” either eliminate the person or eliminate the position. You set the standard. You raise the bar. Excellence is the only attitude you should allow.

Failing to invest in technology. Can you imagine practicing law without a computer or the Internet? In 15 years, you will be saying the same about financial management and marketing technology. For the 21st century law firm, you must take advantage of advanced technologies that make you more efficient and effective.

Failing to track the ROI of your marketing programs. With the increased competition and level of sophistication in the legal marketing industry, to get ahead you must be faster, smarter, and more effective than your competitors. Your ability to leverage digital and social media marketing and automate your marketing system will allow you to dominate larger firms with bigger budgets; however, every dollar must be accounted for and every effort must be measured for ROI.

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5 Low Cost & No Cost Strategies to Transform Your Law Firm5 Low Cost & No Cost Strategies to Transform Your Law Firm

Have you ever failed to use a business growth strategy because you thought it would be too expensive or time consuming?

Are you ready to learn proven strategies that can significantly increase your referrals?

Are you tired of watching your cash flow stagnate or drop month after month?

This 60-minute on-demand webinar will show you 5 low or no cost marketing strategies specifically for attorneys looking to build a lifestyle law firm.

You will discover simple and effective ways to:

  • Convert more prospects into paying clients
  • Enhance the client experience in order to build loyalty and referral sources
  • Drive more website visitors to take action and call you
  • Use third party credibility in a way that compels prospects to hire you
  • Implement follow-up strategies to stay in contact with your prospects until they hire you.

Click here now to order the 5 Low Cost & No Cost Strategies to Transform Your Law Firm webinar.

What’s Your Excuse for Holding Your Law Firm Back?

Posted in Becoming a Rainmaker, Business Development for Law Firms, Rainmaker Retreat Boot Camp

What’s Your Excuse for Holding Your Law Firm Back?There aren’t too many excuses I haven’t heard from attorneys that refuse to do what it takes to climb out of their rut and market their law firm effectively.

I don’t have the time.

I don’t have the money.

I don’t know how.

My clients aren’t on social media.

My practice is highly specialized so I don’t need to market it.

All of them are really saying the same thing: I’m scared. Because who will handle all those new leads? Who will do the work? If I grow my law firm, I’ll have to hire more people. I like things the way they are now.

People who are comfortable in their rut will find any excuse to grab on to in order to stay where they are. There’s not much I can do about that and I frankly have no interest in trying.

What I am interested in — what makes me get up every morning excited about going to work — is helping those attorneys who truly do want to learn how to grow their law firms.

The quickest way to climb out of a no-growth rut is to attend our Rainmaker Retreat. And you don’t have to take my word for it — here are some actual quotes from lawyers who attended our last two sessions:

Chicago – June 9-10, 2017

“Best legal practice management program I have attended in 25 years of practice. Lots of value, lots of truth. Lots to think about.” – Alan C., Partner, Employment, Memphis, TN 

“After attending my first Rainmaker Retreat, my firm will be able to immediately assess our marketing program and implement several changes to generate and convert more leads with the tools we’ve received.” – April G., Partner, Estate/Business Planning, Ft. Wayne, IN 

“Incredible program made more incredible by the way Stephen described it. In the first 2 hours I learned more then enough to cover the investment I made in the program.” – Jim T., Solo, Lawyer Marketing Referrals, Overland Park, IL 

“After almost ten years of paying every marketing firm that called my office, I have gotten no results. I assumed that if I paid for advertising, I would get more business. Sadly, I did not get more business, but I did provide full employment for a lot of marketing companies. Stephen and his Rainmaker team showed me a system that will actually work. With Stephen’s system, I can get rich. Not get rich quick, but work hard and follow the system and get rich.” – Jon D., Solo, Tax/Bankruptcy, Naperville, IL 

“This is the most practical and detailed law practice development program I have ever attended”. – Jack H., Partner, Injuries, Layton, UT 

Atlanta – May 12-13, 2017

“I found the program to be very illuminating. I have a fairly new law firm and this helped me in discovering what is preventing me from having a $2 million law firm. I now have a strategy to remove each obstacle and get to my goals.” – Stephen S., Solo, Probate/Estate Law, Marietta, GA 

“Instrumental in kicking off a material marketing campaign. This seminar provided step by step how-to’s for creating an effective marketing plan.” – Chip C., Solo, Construction/PI, Atlanta, GA 

“Great content. Converting leads portion was packed with actionable steps we will use immediately to increase conversions.” – Marco B., Partner, Divorce, Salt Lake City, UT 

“I am rebuilding my practice and this program was very instructive in the best ways to begin marketing to generate new clients. The marketing plans were very flexible to meet my needs with a limited budget.” – Paul B., Solo, PI/Wrongful Death, Fernandina Beach, FL

If you found yourself in any of the excuses I listed above, let me tell you why a Rainmaker Retreat is for you:

Time: It’s only 2 days, a Friday and a Saturday.

Money: The cost is only $697 if you register early enough, 30% off the regular price.

Don’t know how: You will learn how in these two days by creating an actual plan you can put into place the day you get home.

Clients not on social media: 76% of adult Internet users are on social media and you can bet your clients are there.

Highly specialized practice: You may have a niche, but do you own that niche? You’ll learn how in two days.

We have sessions already scheduled for the rest of this year, and they are filling up fast:

  • July 14-14, 2017 — Ft. Lauderdale, FL/The Ritz Carlton
  • August 18-19, 2017 — Las Vegas, NV/Four Seasons Hotel Las Vegas
  • September 15-16, 2017 — Atlanta, GA/The Ritz-Carlton Atlanta
  • October 13-14, 2017 — Dallas, TX/Hyatt Regency North Dallas
  • November 10-11, 2017 — New Orleans, LA/Royal Sonesta New Orleans
  • December 8-9, 2017 — Los Angeles, CA/The Ritz-Carlton Marina del Rey

Plan ahead and take advantage of the Early Bird pricing, where you can save 30% off the regular price.  You can register here now.

 

How Lawyers Are Using Social Media in 2017

Posted in Social Media Marketing for Law Firms

THow Lawyers Are Using Social Media in 2017For the third year, legal practice website Attorney at Work has conducted an annual survey that reports on the social media habits, preferences and attitudes of attorneys. The latest survey, conducted in February 2017, gathered responses from 302 lawyers.

While perhaps not statistically significant, these responses are interesting to note in terms of identifying trends in the legal profession regarding the use of social media marketing.

The report found that:

  • 96% of responding lawyers say they use social media
    • 84% use LinkedIn
    • 80% use Facebook
    • 59% use Twitter
  • 70% of responding lawyers say social media is part of their overall marketing strategy
  • Facebook is the most regularly used platform (48%)
  • Platforms most successful for bringing in business: Facebook (31%), LinkedIn (27%), Twitter (5%)
  • 67% handle all of their social marketing activities themselves
  • 23% get some help with handling their social marketing
  • 10% farm out their social marketing
  • 38% use social marketing tools like Google Analytics, HootSuite, Buffer
  • 94% of solos say they use social media, up 10% from last year
    • 82% of solos use LinkedIn
    • 78% of solos use Facebook
    • 60% of solos use Twitter
  • 40% of all respondents use paid social advertising; 50% of those use Facebook ads

For solos and small firms, the goal of social marketing is lead generation and business development, pure and simple. How you get there is by building targeted relationships, providing solid content, and consistently adding value. Attorneys who have worked with The Rainmaker Institute regularly receive 100-250 new leads every month just from efforts online and via social media.

Now you can learn about the social media networks that will work best for your firm and how to leverage them to get more leads by watching my latest free webinar – Leveraging the Power of Social Media.

During this free one-hour webinar, you will learn:

  • 3 low cost marketing tools for maximizing your results from social media
  • The 3 biggest mistakes lawyers make with social media and how to avoid them
  • Top 10 steps to jumpstart your referrals on LinkedIn
  • Using Facebook to connect with potential clients and referral sources
  • How to get qualified leads on Facebook for 90% less than on Google PPC
  • How to use content marketing to position yourself as an industry thought leader
  • Insider secrets to getting more leads from your blog

If you want to discover real-world strategies that work for attorneys when it comes to generating and converting leads using social networks, learn how by watching this free webinar.

Register online now for immediate access to this free one-hour webinar.

 

Lead Conversion: A 5-Step Process for Taking Potential Clients from “Why” to “Buy”

Posted in Lead Conversion

A 5-Step Process for Taking Potential Clients from “Why” to “Buy”For years, doctors have been complaining about patients who self-diagnose via the Internet. Because so many potential clients are searching the Internet for legal services and consulting with others on social media, lawyers are facing this same problem.

This means that law firms must pay more attention than ever before to the lead conversion process, nurturing qualified leads along a pre-defined buying path that starts with, “Why should I hire you?” and hopefully ends with them ready to buy.

Use this 5-step process to develop lead nurturing program for your law firm:

Step 1: Define “lead.”

Your lead nurturing program begins with defining what a good lead looks like. At the Rainmaker Institute, we define a lead as:

  • Someone who has never done business with you before.
  • Someone who expresses an interest in your services.
  • Everyone who contacts your firm.

Step 2: Define needs.

One of the primary reasons that a company or person hires an attorney is to alleviate some type of “pain”. They may use words like “challenges”, “problems”, or “obstacles”, but all of the words amount to the same thing; they are experiencing discomfort; they are experiencing pain. Their “pain” is whatever they are asking your assistance with. Successful lead nurturing relies upon your ability to identify their pain and effectively communicate how you will help them resolve it.

Step 3: Segment your audience.

Marketing automation software enables you to create literally hundreds of different segments so you can target your messaging to potential clients. For example, a family law attorney may have segments that include divorce with children, divorce without children, divorce with property, divorce high net worth, child support, child custody, paternity, modification, etc.

Step 4: Create content for every stage of the buying process.

To be effective at lead nurturing, you need to have content that engages prospects at every step along the buying path.  These four simple steps can help you understand how to create a process that works for your firm:

Discover.  Before the Internet age, chances are that prospects discovered you by word-of-mouth or through an ad.  Today, they are much more likely to find you via a Google search, on social media or even through an email forwarded to them from someone they know.  It is critical that you have a content marketing program in place that helps prospects find you during an online search.

Engage.  Once you’ve been discovered online, your website and blog need to be packed with rich, relevant, engaging content that speaks directly to your prospect’s points of pain.  Content is not only text, it is also video and images that draw people in.  When Google serves up your website or blog, there’s only a headline and a short (156-word) description, so you need to pay special attention to how your search engine result page can entice readers to click on your link.  On social media, images rule so use video and dynamic photos whenever possible to push your points across.

Act.  Now that you’ve got people engaged, it’s time to get them to take some action — download a free e-book or report, subscribe to your blog or e-newsletter, or follow/connect/share/retweet on social media.  Great content is imperative to getting people to act — you have to keep it coming.

Convert.  Once you have gotten prospects to provide you with a way to reach out to them with your marketing efforts through your calls-to-action, you need to keep building your credibility and trust through more and better relevant content on your blog, website, e-newsletter and social media plus an automated drip email campaign to nurture your leads until they become clients.

Step 5: Measure, Test, Optimize, Repeat.

You need to track what programs are bringing in the most leads so you can duplicate what works and get rid of what is not working. Testing different subject lines, different offers, different times for sending emails and measuring the results will enable you to fine-tune your efforts for maximum benefit.

rainmaker intake u

6 Steps to Measure Your Social Media ROI

Posted in Social Media Marketing for Law Firms

I believe in measuring everything. And if you are investing your hard-earned dollars in social media marketing for your law firm, you should be measuring its performance so you can ditch what doesn’t work and concentrate that money on what does.

For too long, some people have believed that measuring social media ROI was impossible. They got by on warm fuzzies from having lots of followers and fans or a few people commenting on their posts. This is not a valid measurement.

The QuickSprout infographic below does a good job of outlining what you need to do to calculate the ROI on your social media marketing efforts in six steps:

Establish your conversion goals — this is what you want people to do, whether it’s fill out a contact form, subscribe to your newsletter, download your ebook, or like your Facebook page. However you choose to measure social media, it is imperative that you have a success metric in mind before you begin. Without some sort of benchmark, determining your ROI is impossible.

Track those conversions — you can get most of the tracking information you need from Google Analytics. You want to concentrate on reach, traffic, leads, clients and conversion rate. You should be able to track the conversion rate of prospects to clients, the response percentage to your marketing messages, and who is responding to your messaging.

Assign a $ value to each conversion — you should know what an average client is worth to you over the lifetime of the typical engagement. Check your historical financial data if you are unsure.

Break out conversions by channel — track your incoming traffic and conversions by channel, i.e., Facebook, LinkedIn, Twitter, your website, etc.

Calculate your campaign costs — add up the total cost by channel.

Analyze your results and make improvements.

6 Steps to Measure Your Social Media ROI

 

social media webinar

Law Firm Management: A Cautionary Tale for the Tech Illiterate

Posted in Law Firm Management

Law Firm Management: A Cautionary Tale for the Technologically IlliterateA recent ruling out of the Eastern District of New York against a solo practitioner who neglected to manage her firm’s technology has resulted in her having to pay fees and costs as a sanction and provides a cautionary tale for those similarly situated.

The case for legal malpractice was brought against this solo practitioner by a client that alleged her negligent representation caused their business to file bankruptcy. In the course of discovery, the court learned that the attorney had disposed of her office computers without preserving emails and electronic files relevant to the case. It was also discovered that she:

  • Had no idea what kind of computers were used by her paralegals and office staff and if they were networked;
  • Still used an old AOL address for her work emails while one of her paralegals used an Outlook address;
  • Believed that AOL would preserve all her emails although her account was set to delete emails after 30 days;
  • Contracted for tech support from someone who had never worked with a law firm. He did not back up the office computers in the 10 years he consulted with the firm;
  • Had no policies regarding office use of computers. Many of her staff used them to download things they shouldn’t, leading to viruses that shut down the computers and lost files;
  • Had no written policy in place for retention of electronic files.

While I understand that most solos start out on a shoestring, you are breaching your client duty and likely violating ABA rules by not keeping up with law firm management technology.

For example, in May, the ABA’s Standing Committee on Ethics and Professional Responsibility released Formal Opinion 477, stating that attorneys need to consider using more secure electronic communications methods than standard email for client communications. The committee concluded that attorneys should consider using encryption for communications that are deemed sensitive or when the likelihood of disclosure is higher if additional safeguards are not used.

If you do not have a practice management software program in place for your law firm, you need to consider making that investment now. To learn more about making the best law firm management software choice, watch my recent webinar on the Top Things to Consider when Selecting a Practice Management Software Program for Your Law Firm. It’s free and highly informational.

The Lawyer’s Guide for Social Media Rainmaking

Posted in Social Media Marketing for Law Firms

The Lawyer’s Guide for Social Media RainmakingToday, clients find lawyers who have a decent website, are on social media, blogging and using these tools to build and grow a contact list, and then marketing to it. The Internet and social media are the fastest growing ways divorce attorneys are finding new clients. Small firms need to define their ideal client, use the terms that prospects are using to search for legal help on the Internet, and do the necessary marketing to make sure that those searching online find them first.

Here are seven rules that every attorney and small firm should know about social media. Use them to guide your efforts.

#1 – Different social media platforms reach different markets.

LinkedIn has more than 500 million users worldwide (128 million in the U.S.). The average household income for a LinkedIn user is over $100K. LinkedIn represents a group of highly educated, highly affluent professionals and a perfect place to connect with potential referral sources.

One of the best ways to use LinkedIn is to become active in groups. For example, if you practice family law and live in Los Angeles and want to connect with psychologists and marital and family therapists for potential cross referrals, there is a LinkedIn group with more than 3,000 members you can join – for free. There’s another group with a similar membership in Southern California with more than 6,000 members. Once you get involved in these groups, you can connect with the members in your local area and invite them to meet over lunch or coffee.

You also can use Facebook to connect directly with potential clients using Facebook’s pay-per-click (PPC) function. Pay-per-click is a common form of advertising first used by Google (known as Google Adwords). Each time someone clicks on your ad, you incur a predetermined charge, hence the term pay per click. We have clients who are generating five to seven leads per week directly from Facebook PPC by directly targeting people who express a need for their services. Social media allows you to build a larger platform faster than you ever could with more traditional networking methods.

#2 – Don’t use social media as just another advertising channel. 

To effectively use social media, you must have a deft touch. Too many attorneys simplistically view it as just another advertising medium to push their “Hire me! Hire me now!” messages. Social media is about engagement, building trust and establishing relationships, not ambulance chasing. While having a live chat button on your website or social media page to allow interested prospects to easily connect with you is a good thing, you must be careful not to see social media as just another platform for pushing those annoying ads.

#3 – Produce great content. 

The quality of the content you provide on social media is a direct reflection of how people perceive the quality of your law practice. When you put something out on Facebook, LinkedIn or Twitter, it must be something your prospects and followers find valuable, informative and interesting. We recommend that 80 percent of your content be educational and nonpromotional. If you’re posting or retweeting another’s content – a great way to consistently add value – make sure that the content meets your criteria for excellence.

#4 – Engage with others.

If someone posts a comment or response to your article or post, be sure to respond in kind. You must give as well as you get. The first word in social media is social! Don’t fall into the trap of only connecting with people you already know. Use social media to expand your sphere of influence.

#5 – Focus. 

Specializing in your area of practice helps you to build trust and authority, so focus on messages that reflect what your practice is about. If you have multiple practice areas, spend 80 percent of your time promoting the area that makes up 80 percent of your business.

#6 – Be authentic. 

Write for those people you want as clients or referral sources, not for other attorneys. Let your personality come through in your posts. I don’t care what other attorneys think of your website or your blog posts. I care about what your potential clients think and so should you.

#7 – Learn the culture.

Each social media network has a different culture, and most successful legal marketers know how to use it to their advantage. For example, LinkedIn is very professional and very different from the casual nature of Twitter. In general, focusing on two to three social media networks is a good idea for most practitioners – figure out where your target market spends most of their time and be there.

For most attorneys in small to mid-sized law firms, online lead generation and lead conversion have dramatically changed over the last decade. If the rest of the legal industry has yet to catch up, this creates an even greater opportunity for attorneys to use social media to generate quality leads and convert them into clients. Social media is a great tool for connecting with referral sources, keeping in touch with prospects, and driving more traffic to your website. If you follow these seven rules, you will be well on your way.

leveraging power of social media webinar

How to Generate More Leads from Your Law Firm Blog

Posted in Law Firm Marketing, Lead Generation for Law Firms

Many attorneys have turned to blogging to engage prospective clients — in other words, to generate leads. However, your law firm blog will not perform to your expectations if you focus solely on its content. You need to be employing other tools that encourage engagement and lead them to contact you for follow-up.

Blogs hold a unique position in the online media landscape because they have become an accepted source of information. When used properly, a blog becomes a clear, consistent voice for your practice. It entices prospects, referral sources, colleagues, clients and thought leaders to engage you in dialogue. It keeps you top of mind and builds visibility among your target clients. Ultimately, it earns you more of the kind of client you most desire.

The infographic below details five key areas you need to focus on in order to develop a law firm blog that delivers qualified leads, including:

Structure — organizing your blog for maximum visual appeal and ease of navigation is important for engagement.

Call-to-action — showcase one clear call-to-action on your blog home page and position it on the page where it is easily visible.

Social sharing — empowering engagement through social sharing — linking your blog to your social media pages and using Share plug-ins allow users to pass along your content, thus doing some of the lead generation heavy lifting for you.

Opt-in forms — enabling opt-in forms for a subscription to your blog or newsletter helps you grow your email list.

Page speed — page load speed is important since research shows more than 40% of people will abandon a site if it takes more than three seconds to load.

Review these suggestions and make the necessary updates to your blog in order to maximize its lead generation effectiveness for your firm.

How to Generate More Leads from Your Law Firm Blog

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FREE ON-DEMAND WEBINAR: The Top 10 Mistakes Lawyers Make That Kill Their Intake & Lead Conversion Rate and How to Fix It! 

FThe Top 10 Mistakes Lawyers Make That Kill Their Intake & Lead Conversion Rate and How to Fix It! There are over 20 different ways you can generate new leads for your law firm. From SEO, PPC, direct mail, TV advertising, and PPL (pay per lead)–each of these sources can work, but which one converts best? Which one will give you the best ROI?

Is the person who answers your phone doing everything they can to turn more calls into appointments?

What strategies can you use to increase your show up rate?

Are you tracking every single lead possible?

What are the best practices used by the fastest growing consumer law firms to double their conversion rates in 3-6 months?

In this webinar we are going to pull back the curtain and show you exactly, step-by-step how to identify the gaps in your process and give you practical, easy to implement strategies to fix your follow up and immediately improve your intake!

Sign up online now and receive a link to this free webinar on The Top 10 Mistakes Lawyers Make That Kill Their Intake & Lead Conversion Rate and How to Fix It! 

 

Law Firm Website Leads: How to Go from a Trickle to a Torrent

Posted in Law Firm Websites, Lead Generation for Law Firms

Law Firm Website Leads: How to Go from a Trickle to a TorrentIf you’re dissatisfied with either the number or quality (or both!) of the leads you’re generating from your law firm website, here are 7 tips to set things right:

#1: Have a mix of organic and paid search strategies.

These days, getting on the first page of Google takes a mix of SEO strategies so if you’re not an SEO guru, you need to hire this kind of expertise. SEO is too complex now to let novices handle it. Since research shows just about everyone (94%) who performs a Google search never goes beyond the first page of results, then making sure your firm is on that first page is a critical mission.

But wait, there’s more!

If you can’t get there organically (and not many can over time), then it’s time to invest in some paid search marketing. Depending on what keywords you are targeting, this can either be very expensive or actually quite affordable. Still, it is not something for the novice to tackle.

#2: Strengthen your content.

When it comes to content, more is better and better is better. So what is good quality content? It all depends on your user. What is your prospective client going online to find? Probably not a laundry list of your accomplishments (although you do want that too, in its proper place). They are looking for usable information that is relevant to their situation. FAQs are a great way to accomplish this, with quick links to even more detailed content on that particular subject. For example, if you are a personal injury attorney, you will want to have content for every type of accident your prospects are likely to encounter — car, truck, bicycle, motorcycle, pedestrian, etc.

#3: Market like a publisher.

Did you know that you could hang just about everything you do on the Internet (marketing-wise) to a great blog? A blog is the best way for lawyers to establish their credibility and build an online reputation that will help draw potential clients to you. Here’s how it works:

  • Create a blog on your website
  • Post to it 3-5 times per week with relevant, original content
  • Link your blog posts to your social media profiles and pages
  • Watch your traffic and search results improve

#4: Offer a great experience on any device.

Mobile platforms have now surpassed desktop computers in terms of where consumers access online content. And if you do not have a website that is optimized for mobile, then you are letting leads fall through your fingers.

Consumer attorneys especially need to have responsive design websites, since it is far more likely your services will be needed when a mobile device is the only convenient one at hand.  Research shows that nearly 60% of mobile searches are local, and 81% of those searches lead to action — a phone call or email to your firm.

#5: Improve your Local Search.

Local search is becoming increasingly important when trying to improve the ranking for your law firm website on Google and other search engines. After all, someone searching for an attorney in Scottsdale will not care about a lawyer in Scarsdale…and Google knows that. Google is all about delivering relevant search results to its users…hence, the importance of doing whatever you can to rank well for local search.

#6: Improve your bio page.

Every attorney on your website should have a current photo; to make the quality consistent, I recommend you have custom photography taken. Consider making it unique by having more casual shots taken outdoors at local landmarks people will recognize.   Make your bio a narrative, not a resume. Frankly, your prospect doesn’t care where you want to law school or that you were on the rowing team — leave that for the end of the bio. And always include videos on your site! This gives prospects a true feel for what it’s like to do business with you.

#7: Make it easy to contact you.

On every page of your website you should have three ways for people to contact you: your phone number prominently displayed at the top of your site (in the header), a contact form that people can fill out that asks for their name, email or phone and a Comments box, and a Live Chat function that allows a prospect to chat online with someone immediately. Our clients tell us some of their best and hottest leads are chat leads and many are converting into good cases.

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