2015 GUIDE TO GENERATING NEW CLIENTS ONLINE FOR CONSUMER LAW FIRMS

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1 2015 GUIDE TO GENERATING NEW CLIENTS ONLINE FOR CONSUMER LAW FIRMS LeadQ Group, Bellevue, Washington 2015 LeadQ Group. All rights reserved. LegalLeadQ is a program of LeadQ Group LLC Guide to Generating New Clients Online for Consumer Law Firms LeadQ

2 Contents: What s the best way to pay for online marketing? 1. Marketing your firm yourself 2. Hiring a marketing firm 3. Hiring a lead generation firm Creating a website that new prospects can t resist 1. Focus on hunters not gatherers 2. What content your site must have in order to generate new clients Promoting your site to potential clients 1. Paid search (SEM) 2. Organic search (SEO) 3. Map listings 4. Review sites and Social media 5. Directories How to use mobile to increase the number of new client inquiries you receive Effectiveness of other online marketing strategies 1. blasts 2. Common content lead generation programs 3. Call centers 4. Blogging Tracking the source of your inquiries to determine your ROI How many new clients should you expect to get from your marketing efforts? Numbers of new clients that can be generated for a small firm in different U.S. markets Turning more of your leads into paying clients 1. Strategies to closing the sale 2. Missed Call Lead Forwarding Guide to Generating New Clients Online for Consumer Law Firms LeadQ

3 How can a small-to-medium size consumer law firm compete against large multi-disciplinary firms when you have limited resources for marketing? This white paper is designed to help answer just that question. The lead generation strategies and insights presented here are those used by LeadQ to generate new client inquiries for the law firms we work with, based on over eight years of experience regularly generating thousands of new clients for those firms. What s the best way to pay for online marketing? There are three ways to pay for new client generation: 1. Market your firm yourself. This includes paying upfront for all of your marketing efforts, and possibly assigning some or all of the marketing tasks to one or more staff members. Often, this approach ends up being the costliest. Not only do you have to pay for all of your marketing and lead generation efforts before they begin to produce results, but the results tend to be weaker than if a professional were creating and running the campaigns based on their experience and expertise. Your time, as a legal professional, will most always yield a better return when you re practicing law rather than marketing. However, if you choose to market your firm yourself, follow the best practices discussed in this guide to give you the best return on your investment. 2. Hire a marketing firm. This will usually save you money, if you hire a reputable firm. An independent marketing firm that has experience working with local Guide to Generating New Clients Online for Consumer Law Firms LeadQ

4 consumer law firms will produce the best results results that nearly always pay for the cost of the marketing firm. The caveat here is that many firms will suggest that they can produce results for you, but do not have direct experience generating new clients for law firms. Additionally, large marketing organizations such as ReachLocal and Yodel promote themselves as being able to deliver results for law firms via search engine marketing, but end up running your campaign with boiler-plate tactics producing a lot of non-qualified information gatherers, and fewer actual ready-to-buy new clients. Different firms may produce markedly different results for the same expense. 3. Work with a qualified, reputable lead generation firm. The advantage here is that you pay little to no upfront costs, and only pay for the new client inquiries that the program produces. If the quality of the leads is good (the prospects are ready, or nearly ready, to make a decision on which firm to hire), this can easily be the most cost-effective way to build your firm s client base. However, it can be just as challenging to find a good lead generation program as finding a good marketing company. Some lead generation firms simply use generic-content websites with forms to generate leads which they sell to local law firms as leads. Other strategies include outbound call centers, generic broadcast/cable TV campaigns, and direct mail. The reports we have repeatedly heard from the law firms we work with is that the only lead generation strategy that has proven to be profitable for them currently is the strategy discussed in this white paper. Everything else they ve tried has been a waste of money. So, either do it yourself, hire a local marketing firm that is experienced in lead generation for consumer law firms, or use a firm such as LeadQ that uses proven search marketing strategies and only charges you for the qualified inquiries you receive. Creating an effective website and content strategy If your marketing goal is to generate new clients, then the goal of your website should be to convince potential clients to call your firm Guide to Generating New Clients Online for Consumer Law Firms LeadQ

5 1) Focus on Hunters not Gatherers People searching the internet who may visit your site tend to be either Hunters or Information Gathers. Gathers are seeking information about your field of law, often because they are trying to figure out how the law applies to a perceived situation for themselves or someone else. Gatherers want background info, and most law firm sites are happy to supply them with general information about the subject. The problem is that these searchers are not yet in the stage of the buying cycle in which they are ready to hire an attorney so virtually all of these site visits are worthless. Hunters, on the other hand, have completed their background research, decided that they do need to hire an attorney, and have begun to hunt for an attorney in their local area. These are the prospects you want to address on your website. It is at this stage that potential new clients are evaluating your firm against your competitors and deciding who to call to set an initial consultation. 2) What content your site must have in order to attract Hunters Therefore, we recommend that you keep your site content as short and simple as possible. Focus on distinguishing yourself and your firm from your competitors. What makes you a better choice for them? Is it your rates, experience, knowledge, hours, payment options, office location, endorsements, etc.? This information is what Hunters are looking for, and should be the primary, easy-to-find content dominating your site. If your firm handles more than one discipline of law, we recommend setting up separate landing pages for each so prospects searching for a bankruptcy attorney can go directly to the page or site that positions you as a specialist in bankruptcy, or whatever your firm handles. In general, a prospective client for bankruptcy does not care if you also handle other disciplines of law. In fact, if you do and promote them on the same site it may actually be detrimental to convincing the prospect that you are a bankruptcy specialist Guide to Generating New Clients Online for Consumer Law Firms LeadQ

6 Promoting your site to potential clients The most effective ways to promote your firm s lead-generating website to Hunters people searching the internet for a law firm to call is through the following (ranked in order of importance): 1) Paid search Paid search - also known as Search Engine Marketing (SEM) or Pay-Per-Click, (PPC) - is where Google, Yahoo and Bing shows your text ad listing on a search results page for a specific user s search word query. If the searcher clicks on your text ad, then you ll pay the search engine for the click, but only if the text ad is clicked. Ranking of text ads is based on a bidding system with those advertisers willing to pay the most for a click-thru ranking the highest on the page. Paid search programs such as Adwords in Google and Bing Ads in Bing and Yahoo, are a great way to make sure your firm is instantly found on the first page of search results when someone locally is seeking a consumer law firm. However, the system is fraught with pitfalls that could end up costing you a boatload of money without producing any meaningful results. Only bid on keyword phrases that directly relate to your firm, not general terms. If someone is searching for a divorce lawyer to call (a potentially valuable prospect), then he will use different terms than if he is just searching for information about divorce (just an information gatherer). Bidding on terms such as long beach divorce lawyers will bring many more qualified prospects to your site than terms such as divorce in California. The latter searcher may click through to your site, but is not as likely to call. Be prepared to pay some big bucks, though, to participate in Paid Search. Top keyword search terms in Google for consumer law firms may cost between $10 - $30 per click-thru. And it often takes quite a few visitors before you get one to call your firm. Keyword bids tend to be lower in smaller markets and for longer, multi-word search terms Guide to Generating New Clients Online for Consumer Law Firms LeadQ

7 2) Organic search The largest section of a search results page on Google, Yahoo or Bing is held by organic search results. These are the free listings that the search engines display in hopes that they most closely match the content that you searched for. It is difficult to get your firm s organic listing to show at the top of these results, but by optimizing specific text content in your website (such as headlines, text, titles and tags) to match the search query of likely-to-buy prospects, you can help it to rank higher for specific terms. The practice of working to get sites to rank higher in these results is called Search Engine Optimization (SEO), and many firms will work on your site to help it rank higher. Though no one can promise top organic rankings for a specific search term, SEO experts generally can help your site s search engine visibility over time after 3-6 months. Their services can range in cost from a few hundred to several thousand dollars per month so even though the click-thrus you eventually may receive are free, the cost of SEO should also be taken into account. Additionally, the caveat of paying for SEO is that although your site may begin to rank higher in search results, the terms you rank higher for may not be those used by Hunters. Usually it will be terms used by information Gathers. Gathers also typically click organic listings rather than paid listings. And, the visitors that come to your site through organic listings may be located anywhere in the world, not just in your local service area. Blogging can also help your site to rank higher organically in the free search results. However, to be successful, you will need some professional assistance to help you set up a blog site properly and determine the right content to regularly post. 3) Map listings This may be the most under-utilized, yet most effective place to get search engine exposure to motivated prospects. All major search engines have free Local Business Listings in which businesses can supply content, contact info, phones, even offers, and then have their info indexed and found by people searching for their type of business. If you haven t already submitted your firm s complete info to be indexed here, it takes only a short amount of time and can end up sending a great many visitors each month to your website Guide to Generating New Clients Online for Consumer Law Firms LeadQ

8 4) Review sites Today s internet savvy searchers are often looking for validation of others before making their final decision on which law firm to call. Local Business Listings (found in the map search results) contain a section for people to leave comments and reviews about the business. Sites such as Yelp and Google+ are full of user reviews as well. Make sure your firm is listed on each of these sites and encourage your clients to post reviews about your firm on them. The more good reviews you have, the more likely people will choose to call your firm. 5) Directories Generally, people do not go to online directories and then search the firms listed there to determine who to call. However, sometimes specific association or local business directories have some value. If you belong to an industry association, such as the National Association of Consumer Bankruptcy Attorneys or Low Cost Bankruptcy Centers of America, then by all means make sure your listing information is complete and accessible. When possible, include the main points from your website in the listing, such as why a prospect should choose your firm over your competitors. It is almost never worth paying to be included in any directory, not even online phone directories. People generally just search Google, Yahoo or Bing rather than going through a directory. 6) Social media You may also attract prospects to your site with social media. However don t expect great numbers here. Social media is a virtual version of the traditional referral service. It s really more for relationship-building than driving new sales. People who connect with your firm via Facebook or Linkedin or Twitter will tend to be the ones that are already familiar with your firm or a seeking to make a professional connection with you. Building exposure to new client prospects through social media can be done, but is also time intensive and takes some professional assistance. It s better to discuss this in a whole separate white paper Guide to Generating New Clients Online for Consumer Law Firms LeadQ

9 How to use mobile to increase the number of new client inquiries you receive. With millions of iphones, Android, Windows and Blackberry phones sold each year, the number of people accessing the internet on mobile phones continues to rise at unprecedented rates. At LeadQ, we ve seen an increase in the percentage of people searching and calling with mobile devices rise from 6% (2011) to between 23-45% (2014) of all local law firm searches. So if your firm is not actively marketing to mobile phone users, you may be missing out on a very significant share of new clients. Here is how we recommend promoting a consumer law firm via mobile a) Make sure your law firm s client-generation website is Responsive Design site. In 2015, web searchers no longer only search and view websites from just their desktop/laptop computer. Websites need to show well tablet and mobile phone screens as well. While a traditional website may still display ok on a smaller tablet screen, it is usually difficult to read and navigate when viewed on a smartphone-size screen. Mobile phone users prefer a site experience optimized for the small screen. If they have to pinch and zoom to view your standard website, or the website loads slowly over their wireless connection, they have a hard time viewing the site navigation, or a variety of other complications, they will quickly leave your site and move on to view a competitor firm s site. Use a Responsive Design website that reformats the site content to display optimally on the screen size the prospect is viewing it on. This means discarding some slow-loading graphics and all but the most important text when the site displays on smaller screens. Many web designers and programmers are skilled at developing Responsive Design websites. Alternatively, sites built in content management systems, such as Wordpress, have Responsive Design elements built in (automatically reformatting based on the viewing screen size). b) Pay-Per-Click text ads can be set up to show to visitors searching on both desktop and mobile sites. Don t exclude mobile visitors from seeing your ads. They are just as important as desktop and tablet visitors Guide to Generating New Clients Online for Consumer Law Firms LeadQ

10 c) Make sure your firm is listed on all business directories that are accessed on map searches. Mobile searchers often look for businesses using Google Maps, Bing Maps, etc. Make sure your law firm is also listed in Yelp, as Apple Maps (accessed via iphones) pulls Yelp listings to determine where businesses are located. Other online marketing strategies 1) blasts marketing generally only works well when you are promoting your firm to people who have already opted in to receive s from you. These will tend to be existing or past clients, not new prospects. With most consumer law categories, past clients are not regular repeat customers, so building business through marketing generally is not as productive. 2) Common Content lead generation programs This lead generation strategy is where a single website is set up that contains a large amount of information about a specific legal category such as divorce or bankruptcy. An form on the site is available for people to reach out to a local, unnamed, local attorney. leads are distributed and sold to all participating attorneys that want to follow up with these prospects. The only problem here is that visitors to the site are info gatherers, not hunters, so they rarely convert into paying clients. The charge per lead may be relatively low (and attractive), but the conversion rate to paying client is so low that it s generally not worth the effort or expense. 3) Call centers Some lead generation companies, particularly in the foreclosure defense and bankruptcy fields, will use databases of homeowners that fit a certain profile and do outbound telephone soliciting. If they find an interested prospect, they'll then "hot transfer" the call to your office. Though it sounds viable, on the whole these prospects rarely end up converting into paying clients, and the process may not represent your firm in the best light either Guide to Generating New Clients Online for Consumer Law Firms LeadQ

11 4) Blogging This is another way to build incoming prospects to your firm (as well as helping your website s organic ranking), and can generate some success. However, writing regular relevant blog posts, publishing them, and attracting internet visitors to the blog can be time intensive. And to be successful, it requires some additional professional coaching and assistance. This too is better addressed in a separate white paper, and may not be worth your valuable time to pursue. Tracking the source of your inquiries to determine your ROI This is probably the most overlooked step of the entire marketing and leadgeneration process. Unless you know how your hot prospects found your firm, you won t know which strategies are working (i.e. worth the expenditure), and which you should stop putting resources into. We use unique phone numbers on each of our marketing efforts to track which source generated an inquiry. The numbers are all tracked online in our online LeadQ Inquiry Management System and results are calculated and optimized weekly, if not daily, to make sure we are generating the most and highest qualified prospects for the law firms we work with, for the expense. Our clients also have 24/7 access to review their leads and listen to all call recordings. The more optimized our lead generation efforts are, the lower our costs and the lower rates we can charge to our clients. Without this knowledge, the effective cost per inquiry could be as much as 3-4 times higher than what we charge. Other companies also offer call tracking systems, generally for a monthly fee. Without access to an integrated Inquiry Management System, you can still track your results independently using separate tracking phone numbers for each campaign. Google Voice offers phone numbers that can be used for just this purpose. Numbers are free when you have an associated gmail account Guide to Generating New Clients Online for Consumer Law Firms LeadQ

12 How many new clients should I expect to get from my marketing efforts? Of course, this depends on how much you do to generate new leads. Here are the number of qualified potential new clients (either bankruptcy or family law) that we typically see inquire to a single law firm in different market sizes. If your lead generation efforts are working efficiently, you should be receiving similar numbers of inquiries. On average, 35-65% of these inquiries should become paying clients, though we have attorneys that report converting as many as 85% of their qualified leads into cases Low Range Qualified Inquiries Per Month High Range Qualified Inquiries Per Month Turning more of your leads into paying clients (i.e. how to increase your closing rate) Just getting the phone to ring in your law office is only the first half of the process. The next step is closing those leads turning them into paying, contracted clients of your firm. How successful you are at closing your prospects makes all the difference in the ROI you achieve for your marketing efforts. A typical consumer law firm that receives 30 qualified new prospects from their Guide to Generating New Clients Online for Consumer Law Firms LeadQ

13 online lead generation efforts should be able to close a minimum of 10, and as many as 20 or more it all depends on your sales ability (i.e. ability to convince the prospect to choose to hire you and your firm rather than going with a competing firm). The law firms we work with report that when they are only paying for the qualified inquiries we send them, their closing rate per inquiry goes up considerably as they have an increased incentive to respond to, consult with, and ultimately close more clients. 1) Strategies to closing the sale Don t expect to close a prospect in the initial phone inquiry. It will always take a personal consultation before a prospect will agree to hire your firm. So don t spend too much time on the phone with the prospect in the initial call. Don t answer all of their questions in the first phone inquiry. Instead, use the initial inquiry call to qualify the prospect and set a convenient time to meet at your office (or a neutral location, if agreed). Then, be ready to start moving the prospect through the intake paperwork in that meeting, answer any and all client concerns, and stress the importance of moving forward on their case quickly. This will help them to commit to hiring your firm on-the-spot. It s much easier for them to not commit to hiring you when you provide your entire consult over the phone. Of course, some people need additional time for consideration. If you ve done your presentation well, they ll still choose you and your firm when they re ready to do so. Even if a prospect cannot commit to an initial inperson meeting, many of those prospects will eventually call back sometimes the next day, but often a week or even a month or two later. 2) Missed Call Lead Forwarding One of the best ways to lose a lead, after all the effort and expense you put into generating it, is to not answer your phone when they call. This may sound obvious, but we can t tell you how many times we ve had to work through this issue with some law firms. The solution is to employ Missed Call Lead Forwarding to your campaign. We use Google Voice (a free service in which Guide to Generating New Clients Online for Consumer Law Firms LeadQ

14 Google provides you with a local phone number that can redirect to any other number and has a variety of nifty features as well). Phone calls get redirected from the tracking number on the website to a Google Voice number which then redirects to your incoming business line. If your firm fails to answer the call, the system answers with a dedicated voice mail message (reaffirming to the caller that they called the firm to schedule a consult, and that you will be returning the call asap). The voic message is then transcribed and sent to your smartphone immediately so you can read the message, or listen to the recording, and return the call immediately before the prospect has moved on and called a competing firm. Traditionally, law firms check their voic infrequently, and by the time a caller s message is returned it may be as much as 1-3 days after the message was left, long after the caller moved on a talked to another firm. Bottom line is that you need to keep the flow of qualified prospects calling your firm so that those who delay their decisions eventually add to those you are able to sign up immediately. The end result should be at least 40%+ of all prospects eventually hiring your firm. LeadQ employs the strategies discussed in this white paper to generate qualified new clients for independent law firms specializing in bankruptcy, family law, and other disciplines of consumer law. LeadQ charges only for the qualified new client inquiries we generate for the law firms we work with, with no upfront fees or term contracts. For more information about how LeadQ can more cost-effectively bring new clients to your law firm, call us at Guide to Generating New Clients Online for Consumer Law Firms LeadQ

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