Winning Over The Hard-Sell Client

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How Your Personal Injury Law Firm Can Get Potential Clients Convert from Your Website.

For years, many of us believed that being in the top 3 spots of Google was a rock-solid plan to getting new clients from the internet. Google makes billions every year based on this deeply held belief. However, recent studies show that the average consumer is evolving, becoming harder and harder to sell to. What does this mean for your firm? What can you do to get them to click, call, and convert?

When a potential client gets on the internet to search for an attorney, picking YOU may not be the obvious choice anymore, even if you are doing everything right. Many attorneys are now "local" with satellite offices. Many have hundreds of great reviews, informative videos, and free legal guides. What is going to drive that hard-to-sell client to click you instead of the other guy? The answer might surprise you.

A recent study by Ignite Visibility has analyzed why users click on one search result as opposed to another, and 62% of respondents said that the title and description of the website (the "meta description") are what prompted them to click. That insight is powerful. If a webpage's meta description answers the client's search query, they are more likely to click that attorney over another whose ranking is higher.

Conversely, the study found another clickthrough behavior that is even more enlightening. More than half (55%) of the respondents stated that they only click on a brand they know within the search results. Take a moment to think about that. More than half of searchers will not click the website of an attorney that they do not recognize. Could the key to getting more clicks be an offline strategy?

Get More Clicks with an Offline Strategy

If a potential client searches, "accident attorney near me," they will be met with tens of thousands of results. In reality, only a fraction of those attorneys stand a chance in getting picked. Why? Because the average consumer usually chooses a brand they feel they already know. That means your firm needs to be known. How do you do that? By ensuring that your marketing methods are diverse, consistent, and widespread.

Build out your brand recognition by becoming a face that they "know" and a name that they recognize. You can do this by being a visible part of your local community. Host a fundraising 5k, begin a Teacher of the Month program, or an annual scholarship to a local high school. Make your name known through non-traditional marketing channels that also build goodwill within your community. Start a lunch-and-learn, produce a local podcast, and host local contests and giveaways through social media. Then, the next time a potential client sees your name in a search result, they will be much more prone to choosing you out of the list of options.

Get More Calls with a Better Website Experience

Your potential client has heard about you, read your great reviews, and now they have clicked to your website. Your goal is to get them to call. To do this, you need to make it as straightforward as possible by taking away the obstacles that would make them say, "No."

Have a fast website

If your website takes too long to load, the potential client will leave your site. Make sure your website is optimized for speed on both desktop and mobile.

Have multiple ways to contact you

  • Make sure your phone number is always visible on the page.
  • Use a live chat service that is available 24/7 on your website.
  • Have contact forms at the top and bottom of the page.

Have diverse media

Great images, infographics, and videos can enhance a user's experience, build authority, and keep a visitor on your page longer.

Lead generation magnet. Make sure that all your pages have free guides, giveaways, or webinars available to capture a potential client's contact information and encourage them to engage with you in a way that appeals to them.

Stop making them hunt

No one likes clickbait websites. If someone clicked your website to get a specific answer to a question, don't make them scroll forever. This can make your site seem spammy. Be precise, quick to answer, and knowledgeable when writing content.

Create a Funnel

By creating robust content, engaging article series, and interactive questions, you can create funnels that lead potential clients to contact you. If you find many people are leaving your website, start using tracking services like LuckyOrange that lets you watch live visitors on your website. You will be able to see what they click, what they read, and how they leave. Use this knowledge to improve your visitor's experience.

Get More Conversions by Having the Right Person Answering Your Phones

The intake call is the most crucial step in the conversion process. Who is answering the phone when a potential client calls your office? It should be a live answer, someone who is warm and caring, and able to take the caller through the intake process quickly. If a caller gets an automated response or placed on hold early in the call, they are likely to hang up and call a different office. Invest in quality, ongoing training for your Intake team to make them very skilled in scheduling new calls. Listen to call recordings and have random mystery calls to know how they are being handled. How smoothly your receptionist handles the call and how quickly they can make a connection with them will determine if they will convert to a client. You spend a lot of money and effort to make the phone ring, and you certainly do not want to lose them at this step in the process.

Don't Just Read It. Do it

Implementing the suggestions will take time and planning. However, once you put these recommendations in place, you should see a significant increase in your caseload. Your brand will now be more developed, and you will no longer have to rely 100% on your Google rankings to make the phone ring, which is good because it's getting more and more expensive to do so.

If you are having trouble getting clicks, converting visitors from your website, or have too many canceled appointments, there may be a breakdown in one of your processes. Have an objective outside party look at your marketing funnels with fresh eyes. Have them review your website's analytics to see where your traffic is coming from, and why they are leaving. Let them look at your website as a whole and make recommendations as to how to improve the website experience. Most importantly, listen to your phone call recordings and see if there needs to be some training or position changing at your firm.

If you would like to set up a comprehensive analysis to review your marketing processes, Twofold Marketing would be happy to help. Just contact us!

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