The document discusses various strategies for law firms to maximize leads from their websites, including focusing on building their online brand, using content marketing, optimizing their website and conversion rates, using social media and paid search/PPC appropriately, and considering marketing automation. It emphasizes starting with a strategy, testing different channels, measuring performance, and continuous improvement through testing and monitoring.

1. How to Maximise the return from
your website leads
27th January 2016
1 CPD

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Generating leads online

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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.

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Online lead generation fundamentals

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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.

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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.

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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.

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Social Media

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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.

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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).

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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.

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Summary / Takeaways
Start with a strategy.
Do your research and decide which channels are right for
your lead generation.
Measure everything.
No Shortcuts.

13. Paul Coombes
ETSOS
Enquiry Handling

14. 14
Our survey says…
87% of
calls….

15. 15
Our survey says…
97% of
calls….

16. 16
Our survey says…
19% written
follow up
Promises..
promises
62%

17. 17
Our survey says…
Over
90%

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