Guide ONE. proven ways. to get more. clients in your law firm

Transcription

1 Guide ONE proven ways to get more clients in your law firm

2 the landing page

3 98% of website visitors never return Hubspot

4 Surprised? I bet you are But, it s likely your real life experience corroborates this fact. Each month you pull your Google Analytics report and you see the hundreds or thousands of people who have visited your website, yet insignificant numbers have actually converted into clients, or even just made contact with your firm. The fundamental reason is that most law firm websites fail is because they fail to define both the user objective and the intended pathway to fulfil the objective. By re-imagining and re-designing your firm s website and creating highly optimized landing pages, you will create a conversion path that ultimately fulfils your firm s goal of client acquisition. Fast Firms and our strategic marketing partner, Hubspot have been perfecting the landing page conversion process for years, and we are here to show your firm how to design and integrate landing pages that will work for your firm both in your marketing generally, but also your adwords campaigns. We ll show you how to pay attention to smaller details that could make a big impact on your conversion rates.

5 What do you use landing pages for? The number one reason for integrating landing pages into your firm s website or targeted campaigns is because you start to focus your potential client and ask them to do something that enters them into your lead generation funnel. What is a lead funnel? Most law firms never consider their marketing strategy in association with a lead funnel. Instead, they launch their website and nearly everyone in the firm thinks it looks great, then they wait and wait some more for clients to start booking appointments. It rarely works Law firms notoriously neglect the client journey and when it comes to online that journey is ever so complex. By considering your firm s online marketing strategy in alignment with a lead generation and management funnel, not only do you get a more targeted approach to your copy, but it allows your firm to continually optimize different parts of the funnel that may be leaking. Let s take a look at what a funnel looks like.

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7 The Lead Funnel Now, you would have noticed from the previous page that the funnel is as much about as attracting website visitors as it is in qualifying them. In this context, there is a spate of startups that harness lead generation tactics like, free legal advice or free proposals to swell the top of the funnel in hope that they will ultimately convert into clients. It s similarly the case when most firms launch a Adwords campaign, they invariably do what every other firm does and set the objective of getting as many people as possible into the top of the funnel. The problem is of course, particularly with the former strategy, is your lawyers spend all their time entertaining people who ultimately don t convert into clients. In other words, they absorb an hour of your lawyer s time and you never see them again. It may be your firm s objective to do that. You may be a personal injury law firm and you know that out of 15 people in the top of your funnel, 1 or 2 of them will become qualified and ultimately sign a client agreement. If that s your objective, great However, if your firm hasn t the capacity to entertain tyre kickers, then you need to think differently about your lead generation and management funnel.

8 Landing pages can be used not only singularly (linked pages from your Adwords campaigns) but also integrated into your website, or as the homepage of your website. The latter can be a powerful strategy if your firm s practice area is very narrow. Let s take a look at some great landing pages.

9 The landing page as the homepage

10 What we like about Bench ecommerce websites done well, are seriously influencing web design in non-ecommerce industries. Why? Because they work. One of the great drawbacks of our online content-centric World, is that increasingly web visitors want to go where they need to go quickly. Bench does this here Yes, it s all about the acquisition of a person into an online platform that facilitates interaction between a person and their bookkeeper, but it s also about getting an interested party engaged quickly.

11 The landing page and Adwords campaigns

12 What we like about Basecamp While, like Bench, Basecamp s strategy is all about filling the top end of the funnel, you can see how much better an approach like this works better off an Adwords campaign, instead of driving the visitor to your website. A firm s website is invariably very broad brush and by matching the Adword s copy to the landing page will increase conversions. What we like about Basecamp s work here is its simplicity It works

13 The landing page within your website

14 What we like about Kingsley Judd If your firm has a robust content strategy with very clear objectives, than it s likely that your content is being written with a target in mind. For example, if your content is related to motor vehicle accident claims, than the corresponding call to action may be to download a free copy of the definitive guide. If your content has such an objective, which it should, then Kingsley Judd has some good lessons for you. Notice the lack of top navigation and the focused content. It s all about focusing the visitor to clear and concise objectives, removing anything that will divert their attention and offering a compelling enough reason why the visitor should download the guide.

15 The landing page as a qualifier

16 What we like about Hubspot OK, we are a little bias here because we re talking about our strategic partner, but Hubspot are the bomb when it comes to landing pages. In this example, sure Hubspot is offering a great resource for free, but the questions prior to download are all about qualifying the prospect to take them to the next level of the lead funnel. If your law firm isn t one that is into offering free legal advice and free proposals, then using your landing pages as qualifiers is a great way to sort the chaff from the hay.

17 what to do now

18 The best place to start is to look at your firm s marketing strategy and individual touch points with new eyes. Consider whether your firm s marketing strategy is aligned with a lead generation and management funnel and define all your activities that are focused on top of funnel activity. For example, look at your firm s website and ask yourself what you re asking the visitor to do next and whether the corresponding action works. If you have written content relating to estate planning, does your copy leave enough room to encourage the reader to want to read more and compelled enough about your offer to download your free guide? Similarly the case if your firm is doing Adwords, does the copy give a sufficient call to action and is the corresponding offer compelling enough. Last, but by no means least, you re going have to test your assumptions. Once you adopt a landing page methodology, the next step is to integrate the requisite metrics and technology to see if you re on the right track and that is exactly what we will tackle in the next guide. It s coming to your inbox soon

19 We are here to help We understand that it can be a little overwhelming We are yet to meet a law firm without in-house expertise who gleefully relish in the challenge of marketing their firm. Fast Firms is a specialist law firm marketing company that partners with your firm to make sure what needs to happen, happens. We are a fully integrated marketing company that does everything from web design & development to content creation to Adwords management. If you get stuck, reach out to support@fastfirms.com or in Australia call in the United States: (1)