lawshare, i-com & etsos

How to Maximise the return from your website leads27th January 20161 CPD

www.i-com.net | [email protected] | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved

Generating leads online


Digital Marketing

Search engines are trying to offer a better user experience.Quality over quantity.

Being on page one is important, but there are other ways to generate leads.

Potential clients have access to more information and they do more research. Standing out from the crowd as an expert is crucial.


Online lead generation fundamentals


Google – Focus on brands

Your law firm’s online brand is a combination of your online presence – Website, social media accounts, PPC campaigns, reviews, etc.

Having an online brand is crucial because Google trusts brands. Active social media accounts and branded searches help Google to recognise your brand.

Consider your own brand and how the different channels work together for your firm.


Content marketing

Start with a strategy

Quality over quantity. Opportunity to show thought leadership and address client pain points.

Backlinks to your site are still an important factor in organic search. PR outreach vital for gaining valuable coverage for your firm.

Don’t ignore local campaigns, they can be very effective if targeting a specific area.


Website

Visitors make an opinion of your site in the first few seconds. First impressions count, even with referrals.

Site needs to be mobile responsive, don’t ignore the speed of it.

Reviews are a great way to make your visitors trust your services. You provide great service, right?

Small improvement in conversion rates will make a difference. Measure everything.


Social Media


PPC

Increasingly more people search for a law firm online.

PPC can drive traffic to your site quickly.

Typical misconception is that you need a huge budget for PPC.

You can target the bottom of the funnel. Potential clients who are ready to make the purchase.

Well optimised and targeted campaigns with great ad copy that converts will hep you get more leads.


Conversion Rate Optimisation

Your site’s calls to actions should:-Have clear messages-Explain the benefits-Consider the position and style

Have multiple options for visitors to contact you.

Test and develop further. Do this for your other channels as well (social media, email marketing, PPC).


Marketing Automation

More lead nurturing than lead generation.

Can work well for areas such as employment law - HR product or service.

Target audiences with different content depending which part of the buying process they are in.

Data regulations, such as where the client data is kept, to consider.


Summary / Takeaways

Start with a strategy.

Do your research and decide which channels are right for your lead generation.

Measure everything.

No Shortcuts.

Paul CoombesETSOS

Enquiry Handling

14

Our survey says…

87% of calls….

15

Our survey says…

97% of calls….

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Our survey says…

19% written follow up

Promises.. promises

62%

17

Our survey says…

Over 90%

18

They said what?

“I’m sorry I can’t put you through to that partner at the moment as he has left for an early lunch and to play golf … you’d also better call back about mid afternoon as he often goes home early”.

“If it's a quote you want for a will, you should know we don't do cheap wills. The problem with doing cheap wills is that there's very little profit on it until people die and often it is a long time before that happens”.

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What’s it worth?

3 calls per working

day

Each quote worth £1000

Potential business £750,000

10% increase £75,000

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Agenda item

Strategic importance

Lifetime value

Marketing

Mystery shopping

Training

21

Making the sale

AFTER

Going cheap

The obvious

Process

Which means…

Next steps

Close the enquiry

22

Testing the variables

Subject line

Title

BrandAttachments vs body

Testimonial

CTA

23

Is it working?

Tracking and monitoring

Number of enquiries

Source of business

Conversion rates

24

Next Steps

Agenda itemReview

Mystery callsFeedbackProcessMonitor

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Quotation & Referral System

Quote in under 60s Save time Branding Audit trail Conversion

ratesBusiness

development

Thank you!Contact details

[email protected]

0345 894 9497

CPD Ref : 2798/JOMWI-COM

[email protected] 402 3170

[email protected]

www.etsos.co.uk

mailto:[email protected]

mailto:[email protected]