Larry Bodine
The Law Blog Guru
PILMMA Summit
Chicago, IL
Turning
Website
Visitors into
Clients
Bit.ly/LawBlogGuru
The Law Blog Guru
Bit.ly/LawBlogGuru
LarryBodineNow@Gmail.com
520.577.9759
» Publisher, The National Tr...
Bit.ly/LawBlogGuru
Free Giveaway!
Bit.ly/LawBlogGuru
Twitter: #PILMMASummit
▪ ▪ ▪
Download these slides now!
Go to:
http://
-- fill in the form to get these...
Bit.ly/LawBlogGuru
Internet is #1 option to find a lawyer
Bit.ly/LawBlogGuru
Focusing on the wrong part of the sales funnel
Bit.ly/LawBlogGuru
30%-40% drop in
traffic & position in
search results:
• Aggregated or "curated"
content from other site...
Bit.ly/LawBlogGuru
The 4 Visitor
Conversion Basics
Bit.ly/LawBlogGuru
Good bio:
• 200-300 words max
• Client service – how well you
explain legal options
• Case histories
• ...
Bit.ly/LawBlogGuru
Almost half of law firm traffic
comes from mobile devices
LawLytics.com, April 2014
Survey of 733,346 l...
Bit.ly/LawBlogGuru
UGH! YESSS!
Bit.ly/LawBlogGuru
 I just got stopped for a DUI
 I was just arrested
 I was just in a traffic accident
 I just got in...
Bit.ly/LawBlogGuru
Online Reviews
• 90% of Customers
Say Buying Decisions
Are Influenced By
Online Reviews -
Dimensional R...
Bit.ly/LawBlogGuru
Online Reviews
Yelp is #1 trusted and
popular site to find a lawyer
– Software Advice Survey
• Martinda...
Email links to review sites
 To happy clients
Hand out professionally
printed review cards
 With links to review pages
R...
Bit.ly/LawBlogGuru
STRATEGY: Creating a
Content Marketing
Culture
 Content marketing tied to new
business goals
 Used to...
Bit.ly/LawBlogGuru
Frequent
Blog
Posts
Bit.ly/LawBlogGuru
» Updated 2-3 times
per week
» The more you blog,
the more clien...
Bit.ly/LawBlogGuruBit.ly/LawBlogGuru
» Updated 2-3 times
per day
» Team of guest
bloggers & full-
time editor
Bit.ly/LawBlogGuru
• Create feelings of trust and rapport
– with images and text
• Show empathy
• Address hidden fears
• C...
Bit.ly/LawBlogGuru
“How does this problem make you feel?”
“How has this affected you?”
“What bothers you most about it?”
“...
Bit.ly/LawBlogGuru
• Storytelling makes people
feel emotions
• People remember stories and
respond to them
• The protagoni...
Bit.ly/LawBlogGuru
Content tactic
• Look for the
twist
• Cite statistics
• Summarize
verdicts &
settlements
Bit.ly/LawBlogGuru
 Client’s name
missing
 Dates missing –
settlement &
incident
 No description of
accident
 Ignored ...
Bit.ly/LawBlogGuru
 1,400 page views
in first 24 hours!
 Who, what, when,
where why
 Drama and
suffering
Best blog post...
Bit.ly/LawBlogGuru
 “A man who is his own lawyer has a
fool for a client”
 How much free time do you have?
 And your pa...
Bit.ly/LawBlogGuru
 $30 - $40 per post
 6 cents a word
 Content sweatshop in Asia
 Thinly rewritten content with
mista...
Bit.ly/LawBlogGuru
 Attorney
 Practiced law
 Journalism background
 Web & SEO experience
 Part of a team (not a solo)...
Larry Bodine
The Law Blog Guru
Bit.ly/LawBlogGuru
LarryBodineNow@Gmail.com
520.577.9759
When it
comes to
content, call
a P...
Upcoming SlideShare
Loading in …5
×

Turning website visitors into clients bodine - pilmma

1,010 views

Published on

Larry Bodine, the Law Blog Guru, tells you what part of the sales funnel to focus on, 5 visitor conversion basics, 6 tactics to maximize online reviews, Content Marketing Strategy, 5 ways to harness emotion and how to hook people with storytelling.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,010
On SlideShare
0
From Embeds
0
Number of Embeds
328
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • NTL: Since January, unique visitors up 122%
    Page views up 65%
  • 67% of all searches are on Google
  • Joye law firm – South Carolina
  • Joye law firm – South Carolina
    A new analysis by LawLytics of 733,346 visits to a random selection of law firm websites discovered that 45% of traffic came from mobile devices. Furthermore,
    the majority of social media time is spent not on desktop computers, but on smartphones and tablets.
  • The more you post, the more clients you acquire – Hubspot 2012 state of inbound marketing report

    2-3 times a per week – 70% acquisition

    Daily is 78% acquisition

    Multiple times day = 92% acquisition
  • to convince clients they have made the right choice
    are all evidence of social acceptance.
  • This is why lawers shouldn’t write about their cases
  • This is why lawers shouldn’t write about their cases
  • Turning website visitors into clients bodine - pilmma

    1. 1. Larry Bodine The Law Blog Guru PILMMA Summit Chicago, IL Turning Website Visitors into Clients
    2. 2. Bit.ly/LawBlogGuru The Law Blog Guru Bit.ly/LawBlogGuru LarryBodineNow@Gmail.com 520.577.9759 » Publisher, The National Trial Lawyers » Blogger, The Huffington Post » Blogger, Price Benowitz Introduction Bit.ly/LawBlogGuruBit.ly/LawBlogGuru
    3. 3. Bit.ly/LawBlogGuru Free Giveaway!
    4. 4. Bit.ly/LawBlogGuru Twitter: #PILMMASummit ▪ ▪ ▪ Download these slides now! Go to: http:// -- fill in the form to get these slides
    5. 5. Bit.ly/LawBlogGuru Internet is #1 option to find a lawyer
    6. 6. Bit.ly/LawBlogGuru Focusing on the wrong part of the sales funnel
    7. 7. Bit.ly/LawBlogGuru 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 What is the best online strategy to generate clients?
    8. 8. Bit.ly/LawBlogGuru The 4 Visitor Conversion Basics
    9. 9. Bit.ly/LawBlogGuru Good bio: • 200-300 words max • Client service – how well you explain legal options • Case histories • A little personal information Visitor Conversion Basics
    10. 10. Bit.ly/LawBlogGuru Almost half of law firm traffic comes from mobile devices LawLytics.com, April 2014 Survey of 733,346 law firm website visits 45% from mobile devices: • Apple: 58.3% • Android 40.2% • Windows 1.2%
    11. 11. Bit.ly/LawBlogGuru UGH! YESSS!
    12. 12. Bit.ly/LawBlogGuru  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
    13. 13. Bit.ly/LawBlogGuru Online Reviews • 90% of Customers Say Buying Decisions Are Influenced By Online Reviews - Dimensional Research, 2013 • 79% Of Consumers Trust Online Reviews As Much As Personal Recommendations – BrightLocal 2013
    14. 14. Bit.ly/LawBlogGuru Online Reviews Yelp is #1 trusted and popular site to find a lawyer – Software Advice Survey • Martindale, Avvo & Super Lawyers less trusted and popular • 70% would drive to inconvenient part of town to see a lawyer with a better online review
    15. 15. Email links to review sites  To happy clients Hand out professionally printed review cards  With links to review pages Respond to all comments – good and bad  To help keep your overall ratings high List all review sites  Furnish to all staff and lawyers  Make sure everyone understands the importance Onboarding Process  How did they find the firm?  Was it by an online review? Request Reviews  After a positive in-person consultation or favorable settlement 6 Tactics for Online Reviews
    16. 16. Bit.ly/LawBlogGuru 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. 17. Bit.ly/LawBlogGuru Frequent Blog Posts Bit.ly/LawBlogGuru » Updated 2-3 times per week » The more you blog, the more clients you get –Hubspot 2012 » Best length: 300 – 400 words
    18. 18. Bit.ly/LawBlogGuruBit.ly/LawBlogGuru » Updated 2-3 times per day » Team of guest bloggers & full- time editor
    19. 19. Bit.ly/LawBlogGuru • 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 5 Ways to Harness Emotion: Logic makes people think, and emotions make people act
    20. 20. Bit.ly/LawBlogGuru “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?” Create a Sense of Urgency
    21. 21. Bit.ly/LawBlogGuru • 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 Hooking visitors with Storytelling
    22. 22. Bit.ly/LawBlogGuru Content tactic • Look for the twist • Cite statistics • Summarize verdicts & settlements
    23. 23. Bit.ly/LawBlogGuru  Client’s name missing  Dates missing – settlement & incident  No description of accident  Ignored email, sent to voicemail of secretary Worst press release EVER!
    24. 24. Bit.ly/LawBlogGuru  1,400 page views in first 24 hours!  Who, what, when, where why  Drama and suffering Best blog post all week!
    25. 25. Bit.ly/LawBlogGuru  “A man who is his own lawyer has a fool for a client”  How much free time do you have?  And your partners?  How good is your nose for news?  Wouldn’t you rather edit a draft? Decision to Delegate
    26. 26. Bit.ly/LawBlogGuru  $30 - $40 per post  6 cents a word  Content sweatshop in Asia  Thinly rewritten content with mistakes in the law  Law students or paralegals  Non-lawyer marketers BEWARE of Cheapo Content Factories
    27. 27. Bit.ly/LawBlogGuru  Attorney  Practiced law  Journalism background  Web & SEO experience  Part of a team (not a solo)  Can show copy on a law firm website What to look for in a content writer
    28. 28. Larry Bodine The Law Blog Guru Bit.ly/LawBlogGuru LarryBodineNow@Gmail.com 520.577.9759 When it comes to content, call a Pro

    ×