In this post, I’m going to look at how law firms can generate more leads with an online strategy which will increase web traffic to your site, and convert a greater percentage of that traffic into leads. I will be using the classic ‘sales funnel’ analogy, where an optimum ‘customer journey’ is mapped out for each type of customer; the end goal of course being that all important enquiry. The purpose of this exercise is to gain a deeper understanding of the sales process involved in each type of customer journey for your potential client base, and to highlight the opportunities to improve these processes.
The Funnel: Visualising Success
Created in the 1950’s and every bit as relevant today, the sales, or ‘conversion’ funnel is a technique used to visualise and understand the journey of visitors and converting them into paying clients. The funnel concept was developed for marketing businesses in general, however, it is particularly suited to web marketing.
The English Oxford Dictionary defines the word funnel as:
‘A tube or pipe that is wide at the top and narrow at the bottom, used for guiding liquid or powder into a small opening.’
The objective is to direct 100% of that liquid, powder (or potential client base) into a desired area; the funnel being designed to minimise spillage. It is therefore desirable to create a funnel plan that works effectively, for maximum effect. For this reason, one funnel should be created for each type of client, as well as separate funnels for returning clients and new clients.
What your Conversion Funnel Should Look Like
This following is a step-by-step guide through the sales process, using the funnel as a visualisation aid:
- Customers become aware of your product
- Customers become interested in your product (the funnel starts to get smaller as not everyone who is aware has interest)
- Your product is desired (the funnel decreases in size again as not everyone will desire your product)
- Action is taken (this is the smallest part of the funnel: action could be in the form of a telephone call, enquiry, or the submission of an email address)
How quickly you can lose potential clients throughout the customer journey is dependent on the strength of your content. For example, poor content and bad usability can have a huge effect on site stickiness and conversion rates, as can a lack of calls to action (contact details, links to enquiry forms) or a confusing enquiry process. A major benefit of the sales funnel is nurturing your lifetime customer value. It’s much easier to sell lots of your products to fewer customers – and a strong sales funnel can help you achieve this goal.
Some of your clients will use search engines and arrive at your law firm’s website for a ‘distress purchase’, making an enquiry almost immediately (for example if they require urgent criminal defence or if they looking for legal advice following an accident). This type of visitor enters at the bottom of the funnel. It is the remainder of potential clients, however, who should be the focus of your attention. This larger group of visitors arrive at your site nearer the top of the funnel; they may have made a couple of visits to your website but they have not yet made an enquiry. If their problems are solved from the information you provide on your website, there’s a good chance they will remember you when they do require legal services.
You have to consider if your firm’s website is only visible for those at the bottom end of the funnel, when people are ready to make an enquiry, or are you there for the full range of needs of your customer base - ready to solve their problems and satisfy their curiosities?
Develop a Killer Content Strategy
The essential ingredient in every sales funnel is content. Content also has a crucial role in terms of SEO and rankings. High quality, readable copy (no legalese, please); videos; infographics; and a focus on creating backend products that solve your customers' problems should all be part of your content strategy.
The best start to any content strategy is to perform keyword research on topics or services you want your site to rank for. Keyword research involves considering the search terms your potential customers are likely to enter into the Google search engine. Once you are armed with a list of keywords, you then need to build your content around the keywords. This gives your website an opportunity to rank in Google for the very terms your clients are searching for.
There should be a high-quality landing page for each service offered, as these help with ranking for different keywords and can attract inbound links. Google favours sites with plenty of pages of unique content as it shows your website is valuable. Regular blogging will also drive traffic to your site and create law firm SEO opportunities in terms of internal links and also marks your firm out to be experts in your field. Have a think about what kind of guides or infographics or video guides your client may find useful; ideally the kind of content that is worth bookmarking and that will be referred to time and again. Providing value to your potential customers without a sales pitch is essential - you need to be useful to your potential customer base: this involves anticipating the kind of questions your clients will be asking and answering those questions. It also extends to ensuring your website presents well, is mobile ready and up-to-date.
Bespoke Content Marketing for Your Law Firm
Moore Legal Technology take keyword research and content strategy seriously, building our own goals for your success around keywords derived from your business objectives. We then develop a content strategy based on these keywords and monitor their rankings closely on Google, making tweaks and improvements on a regular basis. This approach allows us to offer our clients a truly bespoke service, focused on your business needs and aligned to your goals for success.
If you’re not sure where to begin with the above steps to improve your law firm’s content marketing, don’t despair, our legal and digital marketing experts are here to take care of it all for you. Feel free to contact us for a no obligation discussion on how we can help you: call 0141 413 4922 and ask for Chris.
Have we used some confusing, technical words in this blog? Sometimes our inner geek can get carried away, which is why we made this A-Z of Digital Marketing Translation to help you understand what we’re going on about.