SlideShare a Scribd company logo
How to Maximise the return from
your website leads
27th January 2016
1 CPD
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
Generating leads online
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
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.
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
Online lead generation fundamentals
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
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.
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
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.
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
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.
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
Social Media
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
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.
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
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).
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
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.
www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved
Summary / Takeaways
Start with a strategy.
Do your research and decide which channels are right for
your lead generation.
Measure everything.
No Shortcuts.
Paul Coombes
ETSOS
Enquiry Handling
14
Our survey says…
87% of
calls….
15
Our survey says…
97% of
calls….
16
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”.
19
What’s it worth?
3 calls per
working
day
Each quote
worth
£1000
Potential
business
£750,000
10%
increase
£75,000
20
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
Brand
Attachments
vs body
Testimonial
CTA
23
Is it working?
Tracking and monitoring
Number of enquiries
Source of business
Conversion rates
24
Next Steps
Agenda item
Review
Mystery calls
Feedback
Process
Monitor
25
Quotation & Referral System
Quote in
under 60s
Save time Branding Audit trail
Conversion
rates
Business
development
Thank you!
Contact details
lawshare@jmw.co.uk
0345 894 9497
CPD Ref : 2798/JOMW
I-COM
ari.nurmi@i-com.net
0161 402 3170
ETSOS
pcoombes@etsos.co.uk
www.etsos.co.uk

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Lawshare, I-COM & ETSOS

  • 1. How to Maximise the return from your website leads 27th January 2016 1 CPD
  • 2. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved Generating leads online
  • 3. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved 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.
  • 4. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved Online lead generation fundamentals
  • 5. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved 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.
  • 6. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved 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.
  • 7. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved 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.
  • 8. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved Social Media
  • 9. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved 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.
  • 10. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved 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).
  • 11. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved 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.
  • 12. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved Summary / Takeaways Start with a strategy. Do your research and decide which channels are right for your lead generation. Measure everything. No Shortcuts.
  • 16. 16 Our survey says… 19% written follow up Promises.. promises 62%
  • 18. 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”.
  • 19. 19 What’s it worth? 3 calls per working day Each quote worth £1000 Potential business £750,000 10% increase £75,000
  • 20. 20 Agenda item Strategic importance Lifetime value Marketing Mystery shopping Training
  • 21. 21 Making the sale AFTER Going cheap The obvious Process Which means… Next steps Close the enquiry
  • 22. 22 Testing the variables Subject line Title Brand Attachments vs body Testimonial CTA
  • 23. 23 Is it working? Tracking and monitoring Number of enquiries Source of business Conversion rates
  • 24. 24 Next Steps Agenda item Review Mystery calls Feedback Process Monitor
  • 25. 25 Quotation & Referral System Quote in under 60s Save time Branding Audit trail Conversion rates Business development
  • 26. Thank you! Contact details lawshare@jmw.co.uk 0345 894 9497 CPD Ref : 2798/JOMW I-COM ari.nurmi@i-com.net 0161 402 3170 ETSOS pcoombes@etsos.co.uk www.etsos.co.uk