Tactics to
Convert More
Website
Visitors Into
Qualified
Leads
A webinar presented by
The National Trial Lawyers
TheNationalTrialLawyers.org
Publisher
The National Trial Lawyers
www.TheNationalTrialLawyers.org
LarryBodineNow@Gmail....
TheNationalTrialLawyers.org
About Stephen Fairley
 CEO of The Rainmaker Institute—the nation’s largest law firm
market...
TheNationalTrialLawyers.org
Today’s Program
• The top 5 conversion tactics to engage visitors
• How frequency of update...
Internet is #1 way consumers search for lawyers
TheNationalTrialLawyers.org
Focusing on the wrong part of the sales funnel
TheNationalTrialLawyers.org
TheNationalTrialLawyers.org
The 5 Top Conversion Tactics
Top PI and Criminal Defense Attorneys are
Using Live Chat
TheNationalTrialLawyers.org
TheNationalTrialLawyers.org
A Bonus Tactic: A Good Bio
For B2B
• Client service – how well you
explain legal options
...
TheNationalTrialLawyers.org
For B2C
• Tell a story—why do you do what you do?
• Talk about awards and how prestigious t...
TheNationalTrialLawyers.org
Almost half of law firm traffic
comes from mobile devices
45% from mobile devices:
• Apple...
UGH! YESSS!
TheNationalTrialLawyers.org
TheNationalTrialLawyers.org
TheNationalTrialLawyers.org
 I just got stopped for a DUI
 I was just arrested
 I was just in a traffic accident
 ...
Necessity for a
content marketing
emphasis
30%-40% drop in
traffic & position in
search results:
• Aggregated or "cu...
TheNationalTrialLawyers.org
STRATEGY: Creating a
Content Marketing
Culture
 Content marketing tied to new
business g...
TheNationalTrialLawyers.org
Frequent
Blog
Posts
» Updated 2-3 times
per week
» The more you
blog, the more
clients...
TheNationalTrialLawyers.org
» Updated 1-2 times
every day
» Team of guest
bloggers & full-time
editor
TheNationalTrialLawyers.org
Pre-incident
When your next client is not in
immediate need of legal services.
• Create fe...
“How does this problem make you feel?”
“How has this affected you?”
“What bothers you most about it?”
“Why is it import...
TheNationalTrialLawyers.org
Hooking visitors with Storytelling
• Storytelling makes people
feel emotions
• People reme...
TheNationalTrialLawyers.org
This is not storytelling
TheNationalTrialLawyers.org
Content tactic
• Look for the twist
• Cite statistics
• Tell the story
behind a verdict o...
TheNationalTrialLawyers.org
BAD Storytelling
 Client’s name
missing
 Dates missing –
settlement &
incident
 No d...
TheNationalTrialLawyers.org
Best blog post all week!
 1,400 page views in first
24 hours!
 Who, what, when, where
w...
TheNationalTrialLawyers.org
Today’s Program
• Use the top conversion tactics to engage visitors
• How frequency of upda...
For more information
Stephen Fairley
888.588.5891
Stephen@TheRainmakerInstitute.com
www.TheRainmakerBlog.com
Larry Bo...
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National Trial Lawyers Webinar: 5 top tactics to convert more website visitors into qualified leads

Driving qualified traffic to your website is only the first step. The really hard part is getting web visitors to take action by contacting you. If your website seems to be getting a lot of traffic, but you still aren’t getting any calls then you need to attend this hard-hitting webinar. Two of the nation’s leading legal marketing experts are going to pull back the curtain and tell you exactly how to convert more browsers into buyers and improve your website’s conversion rate. Learn the same strategies and techniques used by top legal websites to attract over one million visits and convert them into qualified leads. Attendees of this practical, how-to program will learn specific strategies they can immediately apply to convert online visitors into paying clients. You will discover: The top 5 conversion tactics to rapidly improve your website How frequency of updates directly impacts conversion rates Using blogging to attract highly qualified cases Why top personal injury and criminal defense attorneys are using live chat Creating a content marketing culture that’s tied to business development goals Information, education, and expert advice—what visitors really want How to quickly establish rapport and build trust Why “social proof” is essential and how to get it
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - National Trial Lawyers Webinar: 5 top tactics to convert more website visitors into qualified leads

  • 1. Tactics to Convert More Website Visitors Into Qualified Leads A webinar presented by The National Trial Lawyers
  • 2. TheNationalTrialLawyers.org Publisher The National Trial Lawyers www.TheNationalTrialLawyers.org LarryBodineNow@Gmail.com 520.577.9759
  • 3. TheNationalTrialLawyers.org About Stephen Fairley  CEO of The Rainmaker Institute—the nation’s largest law firm marketing company that specializes in helping small law firms generate more referrals and convert more leads  Nationally recognized expert on lead conversion for law firms  Developed the first automated lead conversion follow-up system for attorneys  Coached, trained and spoken to more than 10,000 attorneys  Academically trained as a Clinical Psychologist  International best-selling author of 12 books and 10 audio learning programs  World traveler: Visited over 35 countries and taken 15 cruises www.TheRainmakerInstitute.com
  • 4. TheNationalTrialLawyers.org Today’s Program • The top 5 conversion tactics to engage visitors • How frequency of updates directly affects conversion rates • Using blogging to attract highly qualified cases • Creating a content marketing culture • How to quickly establish rapport and build trust • Why “social proof ” is essential and how to get it
  • 5. Internet is #1 way consumers search for lawyers TheNationalTrialLawyers.org
  • 6. Focusing on the wrong part of the sales funnel TheNationalTrialLawyers.org
  • 7. TheNationalTrialLawyers.org The 5 Top Conversion Tactics
  • 8. Top PI and Criminal Defense Attorneys are Using Live Chat TheNationalTrialLawyers.org
  • 9. TheNationalTrialLawyers.org A Bonus Tactic: A Good Bio For B2B • Client service – how well you explain legal options • Talk about the kinds of clients you represent • Case histories • A little personal information
  • 10. TheNationalTrialLawyers.org For B2C • Tell a story—why do you do what you do? • Talk about awards and how prestigious they are (people like to brag about their attorney) • Focus on how passionate you are • Use a lot of your personal background • Show more pictures than just your headshot • Utilize video
  • 11. TheNationalTrialLawyers.org Almost half of law firm traffic comes from mobile devices 45% from mobile devices: • Apple: 58.3% • Android 40.2% • Windows 1.2% -- LawLytics.com, April 2014 Survey of 733,346 law firm website visits
  • 12. UGH! YESSS! TheNationalTrialLawyers.org
  • 13. TheNationalTrialLawyers.org
  • 14. TheNationalTrialLawyers.org  I just got stopped for a DUI  I was just arrested  I was just in a traffic accident  I just got injured at work  My child was hurt at school
  • 15. Necessity for a content marketing emphasis 30%-40% drop in traffic & position in search results: • Aggregated or "curated" content from other sites • Snippets from other sites • Scraped and pasted content • Substantially similar text • Thinly rewritten text TheNationalTrialLawyers.org
  • 16. TheNationalTrialLawyers.org STRATEGY: Creating a Content Marketing Culture  Content marketing tied to new business goals  Used to generate leads  The firm’s owner and partners lead are active players  Enough time, budget, staff
  • 17. TheNationalTrialLawyers.org Frequent Blog Posts » Updated 2-3 times per week » The more you blog, the more clients you get –Hubspot 2012 » Best length: 300 – 500 words
  • 18. TheNationalTrialLawyers.org » Updated 1-2 times every day » Team of guest bloggers & full-time editor
  • 19. TheNationalTrialLawyers.org Pre-incident When your next client is not in immediate need of legal services. • Create feelings of trust and rapport – with images and text • Show empathy • Address hidden fears • Complement buyer’s mood with uplifting statements • Use social proof – Facebook “likes,” followers on Twitter, number of circles in Google Plus
  • 20. “How does this problem make you feel?” “How has this affected you?” “What bothers you most about it?” “Why is it important to solve this problem now? “What would happen if you didn’t do anything?” “What makes your problem urgent?” TheNationalTrialLawyers.org Post-incident When your next client has an immediate need for legal services.
  • 21. TheNationalTrialLawyers.org Hooking visitors with Storytelling • Storytelling makes people feel emotions • People remember stories and respond to them • The protagonist is the potential client • Write with the viewpoint of your clients
  • 22. TheNationalTrialLawyers.org This is not storytelling
  • 23. TheNationalTrialLawyers.org Content tactic • Look for the twist • Cite statistics • Tell the story behind a verdict or settlement
  • 24. TheNationalTrialLawyers.org BAD Storytelling  Client’s name missing  Dates missing – settlement & incident  No description of accident  Ignored email, sent to voicemail of secretary
  • 25. TheNationalTrialLawyers.org Best blog post all week!  1,400 page views in first 24 hours!  Who, what, when, where why  Detail about drama and suffering
  • 26. TheNationalTrialLawyers.org Today’s Program • Use the top conversion tactics to engage visitors • How frequency of updates directly affects conversion rates • Using blogging to attract highly qualified cases • Creating a content marketing culture • How to quickly establish rapport and build trust • Why “social proof ” is essential and how to get it
  • 27. For more information Stephen Fairley 888.588.5891 Stephen@TheRainmakerInstitute.com www.TheRainmakerBlog.com Larry Bodine 520.577.9759 LarryBodineNow@Gmail.com TheNationalTrialLawyers.org

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