how to grow your practcie without the cost of seo

www.words4business.com

Building Influence (and Business) on the Web

How to Make a Return on Your Online Spend


The Google Myth

1. You will invest £XXX per month2. This will mean you are higher up

the search results3. This will mean your site gets more

visits4. This will mean more instructions

for your firm5. This will increase your profits


Why the SEO Myth Was Blown

How many others are investing to achieve the same result?

Even if you are on page 1, what is the click-through probability? (What’s the alogarithm/screen

size?)

How many of those are actually interested in buying your service?

Are these the PROFITABLE clients?

Is your SEO provider’s magic better than theirs?


Solicitors Birmingham


When SEO Works

Niche work –(eg shareholder agreements)

Niche Industry – Industry heroes Global/national –PI/Clin Neg Microsites


Is There a Better Way?

Building Influence Leveraging other brands Building on what you have NETWORKING


The Marketing Funnel

SEO

Website/Front DeskMarketing activity

CRM workProselytising


Why Influence Building Works

Relationships - No one cares how much you know until they know how much you care (David Cottle)/Trusted Adviser (Stephen Maister)

Brand/value leveraging ‘Local Hero’ ‘Industry Hero’


Spheres of Influence

Professional friend

Client

IndustryLocal

Your sphere of influence


Influence Building: Web Opportunities

Social networking Content Sharing/Local Hero/Industry

Hero EnewsMobile NewsMessage Targeting

Can all be done in almost zero time


Current No 1. E-Newsletters

HOW www.fusionexpress.co.uk WHY They Work! Our clients and us Fast (very) Cheap as chips Easy to target messages to recipients Co-brandable

http://www.fusionexpress.co.uk/


Logo here


The Future

Mobiles and Pad DevicesYou don’t need an app: get a GOOD mobile site and TARGET

it


Contact Details

Joe ReevyTel: 01392 423607Fax: 01392 214495

[email protected]

www.legalrss.co.uk www.myinfonet.com

www.barristerss.co.uk www.financialrss.co.uk

http://www.words4business.com/

http://www.legalrss.co.uk/

http://www.myinfonet.co.uk/

http://www.barristerss.co.uk/


Web- Based ‘To Do’ List

Good email engine (cheap – you don’t need an ‘expert’ to

do this for you!) get databases ready

Mobile, video and content sharing


Things that Really Work

Inbound links and link trading – more efficient than SEO in most cases?

Adwords Placement of links and banners – must be very well targeted. Supporting your web presence off line - essential Social networking (if done properly!) (beware goodwill issues) Content sharing – if done properly! Enewsletters (GOLD DUST!) – mobile site will be the next big thing. LinkedIn (join the right groups – target industries, not law) Trade Specialisms -being the ‘Industry heroes’ Clearly Definable Niches


Website Basics

DOs: Client centred (subject matter, language style) Up to date Consistent style (enforce editing guidelines and do not

lose your voice) Well edited! (VERY important!)DON’Ts: About you Out of date Technical (unless technically aware audience sought) Mish mash of styles: BUILD a HOUSE STYLE and

ENFORCE IT


Key Metrics (http://www.google.com/analytics/)

Pages per visit Average time on site Traffic sources: referring sites Visitors (network locations)

(NB only about 40-50% of data is recorded…)


Some Statistics We’ve Observed

Ppn of visitors to our site from Google 7.91% Approx % of measured visitors to our website

interested in our offering – 30% Ppn of these who make contact uninvited – 20% Ppn of ‘1st contact web’ users converted – 8%. Ppn of ‘1st contact email’ users converted – 35%

(same for paper etc ads) Approx conversion ratio 90:1 Recent report – 0.015% (15 in 100,000) visitors

created by SEO on a law firm website made any contact…)


Our Experience

SEO Experiment – 6 months £1,000 pcm. Site traffic up 120% Enquiries /LRSS Signups up 5% Qualified Business Enquiries – up 0% Many visits from known hacker zones

Net Effect – Perceived need for enhanced admin security.

US Study 15 contacts per 100,000 visitors