How many leads are you currently generating form your law firm website? If you’re like most attorneys, the answer is not that many. Probably most of your business comes from referrals. That’s great, but you are definitely missing out on business that you could be getting from your website.
Every day there are 3.5 Billion searches on Google. That means that everyday someone is searching for what your law firm does. You just need to be there for them and make it easy for them to become your client.
Here are 7 hacks that you can put in place to make the number of leads you generate from your website skyrocket.
1) Publish content on your site that helps your prospective clients.
People who are looking for your services are searching with questions that you can answer for them. Help out your prospects by providing answers to these questions and keep the hard sell stowed away.
By helping them you will build your reputation as an authority that can be trusted and you’ll show up in Google when they type their question.
2) Target your content to your ideal customer.
If you define your ideal customer as a woman, you will want to make sure that you are writing for her. Generally you’ll want to avoid male focused analogies like fourth and goal, bases loaded, etc.
Keep in mind the things that your targeted prospect may be dealing with that your non-targets might not. Use those challenges that your targeted customer has to deliver helpful content.
3) Use targeted offers and calls-to-action.
When a prospect does get to your website, you will need to guide them to the next step. That next step is collecting their contact info so they can become a lead. In order to direct them you need to implement a call to action with an offer.
Both offers and calls-to-action work much better if they are targeted to your personas. This not only helps you get a better response from the right person, it weeds out the wrong person.
Ideally you should offer some premium content in exchange for the prospect’s contact information. We’ll discuss this in hack number 4.
Your offer is what you are giving the prospect in exchange for their contact information. Your prospect will treat this just like any other transaction they make. They will weigh the value of what you’re offering versus the value of what they are giving up, i.e. their contact info. They know if you have their contact info, you will be contacting them. So they consider this transaction just like any cash transaction they are making. So your offer needs to have value to your prospect.
Your call-to-action needs to quickly convey the benefits to the prospect of the offer you’re making. How will it benefit them? How will it help them?
You also need to tell them how to get what you’re offering. If you’re offering an ebook you can use phrases like “get the ebook now” or “get insider tips now”.
4) Use premium content to skyrocket conversions.
What is premium content? Premium content is any piece of content that is more detailed, longer and has more value for the user than the average blog post or short video.
Premium content, since it has a higher value for your prospect can be use to collect prospect contact information. By it’s very nature, it is deeper and brings more benefit to your prospect and they will be willing to give their contact information for it.
5) Use offer specific landing pages.
Keeping the offer specific theme, that we started with our offers and calls to action, going is crucial to the process. You want to send your prospect directly from your call-to-action to an offer specific landing page.
Just dumping a prospect on the your home page will result in you losing a conversion opportunity.
Take them to a landing page which is 100% focused on getting that conversion. Take away all distractions and focus the page on reinforcing benefits of your offer and get that conversion. You’ve brought them this far, don’t lose that conversion now.
6) Make sure you asking for just enough data.
When you over reach in your request for data you can scare off your prospect. They know if you’re asking for an email address, you’re going to email them. They know if you’re asking for an phone number, you’re going to call them.
So keep your data request to the bare minimum that you can live with. Every extra data field on your form will reduce the percentage of conversions. So weigh each data field very carefully.
7) Use your thank you page to make the next offer.
You can make an immediate play to move your prospect to the next part of the sales funnel with an offer for premium content that indicates the prospect is very seriously showing indications that they’re ready to buy. And you can do that right on your thank you page.
After you have a prospect that responds to this immediate next level offer, you can turn that lead right over to sales for follow up because they are red hot!
Taking advantage of this momentum is crucial. You have a prospect that is basically screaming to you “I’M READY TO BUY!” Closing this lead and making them a customer will be as easy as pie.
Put these seven hacks to work for you and watch your lead generation program explode.
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