More Visitors, More Leads, More Cases
In this Webinar, "More Visitors, More Leads, More Cases: Improving your results at each step of your client’s journey" the Consultwebs team, along with Intake Conversion Experts discusses how law firms can increase their visitors, leads and cases from the web.
All right, welcome everyone to another Consultwebs webinar. My name is John Damron, I’m senior marketing strategist here at Consultwebs. And today we have a very exciting webinar entitled, “More Visitors, More Leads, More Cases.” We’re gonna talk about how to improve your results at each of this steps along your client’s journey.
So today what we’re gonna be talking about is the specific funnels that your clients go through as they decided to hire a law firm and how we are gonna be able to help you get more visitors to your website, get more of those visitors converting into inquirers or to leads and how to sign more of those leads into cases. Now obviously, there’s a lot of stakes here and the reason that’s it’s so important these days is to focus on each of this entire client funnel all through law firms is that the budgets are continually growing. Competition is continually growing with in terms of online marketing all of your competing firms are working on their clients and funnels.
And obviously, any problem during any step of your process can severally limit your caseload and therefore your return on investment. So the success of your firm really depends on bringing on new cases. There’s a lot of metrics that firms want to measure in terms of marketing but ultimately, it’s about cases. How many cases are we bringing on due to marketing?
So today we have three presenters. I wanna quickly introduce each one of them first of all from Consultwebs, our Vice President of business development Tanner Jones. Tanner, how are you doing today?
Tanner: Doing very good thanks, John.
John: We also have Gary Falkowitz CEO of Intake Conversion Experts. Gary, how are you?
Gary: I’m doing great, John, thank you.
John: And finally Paul Julius, Consultwebs digital advertising lead, will also join us. Paul, you are all right today?
Paul: Doing all right, John, thanks.
John: Excellent. All right, we are going to hop right into it. I’m gonna tune the microphone over to Tanner and let him begin and we will have time at the end for questions so feel free to jot those down and we can see those at the end. Tanner?
Tanner: Yeah, very good, John. Thank you very much for the introduction and welcome everyone to this webinar. I’m really excited to be able to walk through the whole step, the whole flow of this process, not only in attracting more visit to the site, being able to convert those visitors ones they get there and turn those visits into leads for a firm. And then ultimately, being able to punch those leads into the end zone with being able to convert them into clients.
And we have experts from various different areas of legal and marketing and conversions and I’m so excited to be able to just provide you all with some hopefully useful information that you can start practicing right away. Before we get into it, let me start by offering a poll across all the attendees so we can gain a better understanding of where you’re at right now with your current processes within the office.
So if you could we are going to go ahead and post a poll question. Respond to the poll question. And the question is what percentage of leads that you want to close are you closing right now? Meaning the leads that are coming in the office that you want you to want to turn them into a client what percentage are you actually turning into clients? And that poll question will be presented, you can answer those. There’s gonna be a number of options there 90 plus percent, between 70 to 89%, between 50 and 69%, less than 50%, or maybe you just don’t know. And certainly, that’s a fair answer if you don’t know you don’t know and you will be able to get a better understanding where you’re sitting right now. And we’ll share those responses here shortly.
Making Improvements At Each Phase
So while you respond to that we’ll jump right into talking about why this process is so important from start to finish. We often tell law firms that there are two major elements to being successful online today. Number one, you have to be found. If you are not being found, obviously you are not being considered and you can be found on the web a number of ways through search through page through social through other means. And we’ll talk a little bit about that today.
But number two, once you get the visitor to your website you have to be able to convert them convert them into a lead. Now we define conversions a couple of different ways it all depends on who you are speaking to. For us, at Consultwebs a conversion is actually turning a visitor into a lead. Somebody who calls your office fills out a live chat or contact form ultimately is introducing themselves to your firm as a perspective client. Now Gary, on his end, on the eye side they’re conversions are turning a perceptive client caller into an actual signed client. And so I just wanna clarify that here in the beginning as we get started.
Going back to these numbers, these two main areas of success not only do you have to be found, you have to be able to convert those visitors into leads. Now that’s what we have always said and the more I have spoken with Gary and the more I’ve truly understood this whole process I think we have been missing out on that third point. Which we never really touched on heavily and that is being able to turn those leads, once they come into the office, into actual clients.
Otherwise, all the money you are putting into marketing, all the effort you’re putting on the intake side, is of absolutely no value if these leads are not turning into lead signed clients. And so all three of these main elements are really what it takes to be successful online today. It’s about making improvements on each step along the way and that’s what’s ultimately going to help your bottom line at year end and so it’s a matter of strengthening the funnel, increasing the number of visitors that are coming into the website, once they get there, maximizing the conversations rates and ultimately, the more leads you’re getting and the better able you are in turning those leads into the clients. You are going to maximize the overall number of clients creating more opportunities for your firm and ultimately, more opportunities to refer out business.
And that’s often an area we don’t really consider, but if you driving more prospective clients into your door ultimately, you’re not gonna be able to accept all these clients. But what you are doing is creating new relationships with more people in your community within your market and you very well may be able to start referring out more business to other law firms. Now obviously, that’s not directly beneficial in terms of immediate business growth but what it does do is foster new relationships from referral standpoint and that very likely will come back in terms of future referrals back into your door. And so all of these areas will ultimately help grow that bottom line of your firm.
Getting More Visitors
So I wanna talk about three main pillars in terms of getting more visitors to the site. Before we get into that, it’s about building awareness. You don’t always… Obviously, you want to get qualified traffic to your website qualified being prospective clients that fit within your market area, your geographic area as well as your practice area targets. But if you’re getting traffic even just within your geographic area and they don’t necessary have an immediate need today, it’s still valuable because there’s good branding value in that and there’s good on top of mind awareness value in that.
If you can get more and more people within your market area to your website, not only are you able to keep your brand in front of them, but if you have remarketing advertising in place through tracking cookies, you’re able to serve up advertisements barn our ads to them over a course of typically a couple of weeks, maybe a few weeks and keep good brand awareness to those visitors.
But these three pillars that I wanna refer to are related to non-search visits, search visits, like organic visitors, and then paid advertising opportunities. It’s all about getting just more visits to your website to create more opportunities for your firm. Social media is an incredible way to be able to build brand awareness but also get good relevant traffic back to your website. If you are not currently implementing an ongoing social media campaign for your firm, whether it’s just organic in terms of posting content to those social profiles like Facebook, Twitter, etc., or it’s actually got some advertising elements paid advertising elements involved, this is going to be incredibly valuable to your firm. And so I would encourage you to start implementing some…even just testing social media strategies and efforts to drive visitors back to your main website.
Other opportunities that typically… They’ll fall by the wayside, quite frankly, are the community involvement topics especially on social media and even on your website. When you’re able to promote things that you are doing there locally whether it’s offering a scholarship, maybe you are sponsoring a youth ball team. or maybe you are writing a check to a particular charity in the market. That obviously doesn’t always relate back to your practice and it’s not always going to convert a prospective client into a call, but what it does do is keep you on top of mind keep your visitors coming back to your site. Maybe it’s just to simply learn about the community involvement aspect or whatever it is that you are involved in a sponsorship maybe.
But it is good to combine your name, your brand, alongside those altruistic efforts that you are doing in the market, which is extremely valuable. Another thing you may not have considered or tried before is to look at what the local popular websites are in the market. Maybe it’s just the local news websites or local newspaper, maybe there are other entities that have good brand awareness in your local market that allow local paid advertisements on their websites. Because obviously, they are getting good local traffic and those are the individuals you want to be in front of and so there may be some opportunities where you can actually get ad placement on some of these popular websites in your local markets.
One great way that we’ve found to drive traffic to our website is through the use of creative assets. We’ve talked about creative assets a number of times including a few webinars before. But a creative asset is just simply a term that we use… Basically, it’s a unique or valuable resource on a website. And that can mean anything. It can mean an integrated map on your website that pulls in all the local accidents that have occurred in your market, may break down the seasons the most dangerous seasons in your markets for accidents. Or it may be something completely different, like a scholarship that you’re offering in your market. Just something unique that stands apart from the competition on your website is an exceptional way to get good relevant traffic to your site.
Now what we are talking about here, basically, always outside of organic search and paid advertising to drive traffic. And certainly we are not covering the whole gamut here, only a few examples, but the idea is to always be looking to expand the funnel, the top of the funnel getting more visitors to your website. When it comes to search, typically these individuals if they are seeking legal representation maybe they’re searching, “Charlotte injury lawyer,” they obviously are looking for legal representation, they are looking for help immediately. And that’s ideal to get on your website because that has the greatest potential to turn into an immediate client of yours and that’s exactly the type of traffic that you want to drive. And there’s a number of ways to generate that visibility through search, not just having visibility for some of these more general terms like, “Charlotte injury lawyer.”
By producing content around various FAQs and addressing questions that are common, the top of your prospective clients minds is extremely valuable not only from a usability standpoint once they get to the site, but it’s also phenomenal to be able to pick up supplemental traffic to your website. So addressing some of this common questions that you hear and your intake team hears is on a regular base is going to be hugely valuable to getting visitors and a larger percentage of visitors to your website from a month to month basis. Once you get in there and you are able to start addressing those questions, naturally, that prospective client is gonna go through a consideration phase and determine whether they have enough trust or confidence in your firm to be able to handle their particular case.
Moving on onto the paid side, paid visibility has a number of opportunities today and they are only growing. Obviously, the Google Adwords, the Pay-per-Click, they’re at the top of the searches, always a great way, assuming that those campaigns are properly managed and that you’re targeting the right practice areas at the right time. Now there is certainly there are firms across the country who have wasted a significant amount of money in Google Adwords and certainly, it’s not right for everyone. You wanna make sure that a campaign like this is going to be closely monitored, otherwise, you can very quickly spend a significant amount of money before seeing a return on investment.
But it is an exceptional way to get a media that visibility and drive immediate traffic to your website, ultimately expanding the top of the funnels as we’ve been talking about. There’s also a significant opportunity with social media advertising. We have seen this tremendous results with Facebook advertising because of its ability to focus, really on very narrow niches based on specific interests of your prospective clients.
If it’s a mass tort that you’re targeting let’s say it’s particular medication that is typically taken by women between the ages of 40 and 65 years old. You can start to really focus your advertising around that particular demographic keeping your cost per lead down quite low because of that and ultimately, only investing to get in front of the right people. Which is extremely valuable from a marketing standpoint.
But there’s tremendous value in all three of these areas, looking ultimately at any way to drive traffic to your website is going to be step one in terms of being able to stretch out as much as you possibly can from your web presence. The more that you can get to the top of that funnel, the more opportunities you’re gonna create for your firm. Paul’s going to speak a little bit about ones you actually get your traffic to your website, what you can do with those traffic visitors.
Getting More Visitors – Paid Visibility
Paul: Good stuff. Thanks, Tanner. Right. So now, we’ve got people coming to the website and they’re in the consideration phase. They’re looking to maybe hire a firm, maybe hire your firm. We need to be making sure that everything that we’re doing is leading them down that path to take the action to contact you and make that conversion. And like Tanner mentioned before, I wanna be clear right here and say that when we are talking about web conversions, we are talking about turning those visitors to your site into a lead by them taking some kind of action, either a phone call, check, contact form.
Converting More Leads
But you wanna be growing them. You always wanna be looking for and saying, well, how can we improve that? Because even a small increase in conversion rate make a big difference. And if you are not constantly trying to improve, you can bet your competition is. And there are lots of different ways to do it, but user experience, UX, is a big part of it. Next, Stan.
Content and Messaging
So content and messaging… A lot of that Tanner talked about before are things that you can use to start to build a relationship with these visitors and develop some familiarity with them. So things like answering frequently answered questions, giving them resources or videos, and educating and messaging them at the same time about your firms UVP. What makes you different, how you separate yourself, and how you are going to be able to help them better than your competition.
And some of those things you can use are like results, case results, care and concern, the different ways you have helped your clients’, customer service… You know, we’re available to talk 24/7, relationships that you have with former clients or different people in the communities, and the unique abilities of your Attorneys the different ways that you are able to help them that maybe the competition can’t.
So the content on your site… Does your content engage the users? Does it show confidence about your expertise and your ability? Is it written at appropriate level for your audience? I know a lot of times people communicate at different levels, but it’s important to understand that not everybody coming to your site has a degree in law. So it’s important to make sure that we are talking to them not using stuff that’s gonna have to take a lot of explanation. Do you have information about your service area, such as local resources, hospitals anything around there that maybe there would need to know?
A really important one that I think probably top of the list for me is testimonials from other clients. Everybody looks at… If you look at like Amazon or something like that everybody looks at customer review so this is a big one and the more you can get… Those Google reviews are huge so do that for sure. Bios by your attorneys, so are they a resume or are they engaging? Are we just engaging where you went to school and how long you have been practicing whatever? Or is there something that maybe people can relate to? Maybe they are gonna say, “Hey, I wanna talk to that person because they seem like we might have something in common or I can get along with them.” And finally another thing on content you can do is a benefit, no fee, no risk consultation you have nothing to lose by giving us a call.
So here’s where we get into doing the design of the actual page. We’ve talked about content but now how do you lay it out? The look the feel the visibility of sight is one key for driving more conversions. There’s… We can do and an entire webinar about this and there’s a lot of general things. But one thing we like to talk about… And this goes back a little bit to the attorney bios, is custom photography and video. So you can show yourselves interacting with clients letting them get to know you a little bit, kinda candid shots. Breakdown a little bit of maybe the intimidation factor people might have about contacting an attorney.
Responsive design… So this is really important with the rise of mobile and mobile searches, it has to be a good experience whether they are on a desktop, tablet, or a phone. It’s got to be easy to use. And again navigation it’s gotta be easy to be able to find. How do I contact you? Where are you located? What about this kind of action and that kind of action? So you need to be able to give people what they need to find when they want to find it.
So conversion factors… How are your prospects going to contact you? Do you get more phone calls? Do you get more content from submissions? Make sure you are emphasizing that. Particularly, have a prominently displayed phone number. And just a side note, if you are getting a lot of calls, I would urge you to use call tracking. I see this sometimes and it’s a little bit frustrating because you need to be able to find out what’s working and what’s not working with your marketing efforts. And if you’re not tracking those calls that are a huge hole in the information you have so please, I urge you use a call tracking.
Live chat… Live chat’s great. A lot of times, people feel more comfortable just kinda getting some answers right that way through right on the site like that rather than having it on the phone. Easy contact form with four or fewer fields to fill out. Now, this is a little dependant because I know sometimes depending on kinda what Tanner talked about before, maybe some of those mass torts or something, you may wanna ask a couple of more questions and that’s okay. But in general, the less stuff people have to fill out and send in the better.
We’ll talk about mobile again for a second here, but a tap, click to call button… Make it easy. And also with mobile, a directions button so they can easily find out where you located. That’s pretty good. And messaging near your phone number or the live chat the contact form. This may seem obvious but please tell them to call here. Okay, chat, click this to chat. Submit this form to get in touch with us. So make sure you are very clear about this is what I want you to do with this particular thing. All right. So we are almost there we’ve got the visitors we’ve converted them into leads but we are not quite done. Still, a lot can go wrong and things can be improved and to hear about how you can do that with Gary Falkowitz, Intake Conversion Experts.
Signing More Cases
Gary: Thanks, Paul. Thanks, Tanner. Great start. Guys, I speak pretty quickly with a lot of intensity. I’m excited about this topic. I have been an [inaudible 00:22:57] attorney like most of you listening. I have been involved in intake for the last eight years as a managing attorney at Parker Waichman and then consulting law firms on intake throughout the country and now as CEO of Intake Conversion Experts which I’ll tell you about shortly.
Tanner: Hey, Gary, let me share the poll real quickly just so that you’re aware of the audience and everyone else can hear that too. So the poll results came in at 32% of the attendees suggest that they’re signing 90 plus of the cases that they want. Another 32% came back with saying that they are signing 70 to 89% of the cases that they want 5% said between 60 and 69%, 11% said less than 50% and then 21% said they did not know.
Gary: Wow, all right. I think we have a pretty truthful audience today. I appreciate you sharing that. And the reason I say that guys, is because I can’t tell you how many times I speak with an attorney and I ask them that very same question. Of the leads that you wanted to sign how many did you ultimately sign? And many times I get an answer of, “All of them.” We all know that’s just not true even the best of us can’t sign every case that we want to sign. And there are a lot of reasons for that. I’m gonna get into some of those details in a moment but first, let me talk to you about Tanner and Paul, what they have brought over here.
Because it really… It connects to what I’m talking about very well. If you want to increase the visit,s if you want to increase the number of leads, if you want your brand value online, those guys know what they are talking about. That is a necessary part of being a successful law firm in today’s day and age. You can’t do without that marketing. The problem is it’s just not good enough, meaning, in other words, just getting those leads isn’t going to get you the revenue that you so desire. And in order to increase your revenue, you’re going to have to maximize your ability to convert leads into retained clients.
Right, so how do we do that? That’s what I’m talking about by the way the conversion phase, that is intake and I are going to define for you in a moment… I’m gonna put that on hold for a second here. We are going to put conversion here the definition of that to the side because it is defined differently when you are talking about a lead that you already have come into your law.
We are talking about signing more cases which is the ultimate goal and don’t fool yourself it’s not just about, “Oh, we had a thousand leads last week or last month.” It’s how many cases did we sign seriously today, last month, or last year, comparing those numbers. And by the way, as you know, even small increases in success rate can make a tremendous difference. And when I’m talking about intakes, we are talking about the prospect experience, okay? It’s just an extremely competitive industry and if you don’t treat it as such, then your ability to convert leads of the clients will diminish, I promise you.
Important Role Intake Plays in our Industry
So let’s talk about this important role that intake plays in our industry. Well, first and foremost, the first impression means everything. So what do I mean by the first impression? Is it as simple as how you pick up a phone? Well, that’s how it starts. But it’s also… It’s not how you pick up the phone but how you maybe how quickly you respond to leads. phone should be getting leads online whether it is through your web inquiries or your chat company and then the question becomes how soon are you going to respond and what’s the response going to sound like?
Let’s go one step further because the intake process goes from the moment that link comes into your office and from the moment that case is either signed or closed. Which means that if you are sending out mail out packages, which I’m sure some of you guys who are working in the mass torts arena are, what that mail package looks like has a tremendous impact on whether that claimant feels comfortable working with your law firm.
We are also talking about setting the stage for the client experience, right? Pretty basic stuff. If they look at your intake process or the person they spoke with or your Intake package as something that is not top tier-like, then they’re going to think that the legal experience is not going to be top tier-like. So it’s extremely important that we make sure the messaging is consistent with what our law firm will provide as their lawyers.
Next one, just as I obvious here, you can’t settle or litigate a case you don’t have. Too many times, too many times… And by the way, if you, I apologize, a lot of what I say is repetitive because I believe in it. I think it’s the best way to teach is by being repetitive. Too many times law firms will investigate then retain rather than retain then investigate. Think about that for a moment. Okay? Because you might be guilty of that and it’s okay if you were. It’s not okay if you continue to do it that way because it’s going to hurt your revenue.
Too many times law firms are investigating then retaining. What do I mean by that? I meant they are asking questions well they are asking the claimant to get additional information before the law firm decides whether it’s something they want to proceed with. And that’s silly given the competitive industry that they currently are in. Whereas most of our retainers, and really all of them should, most of our retainers explain that there’s an investigative period by which we will investigate whether we want to go forward with that case of the claimant.
So why aren’t we airing on the side or erring, however you want to put out, on the side of buying then investigating? And if you think it’s because, “Well, there’s too much money involved in that investigation. Well, think about what you lose if you never sign that case. Okay? And again, intake, by the way, it is sales. When you’re interviewing intake specialists, when you are talking to your intake specialists, when you are talking to your paralegal or your receptionist who are getting on phone call, having to do with intake you must make sure that they understand there are certain aspects to their are responsibilities that are directly connected to sales.
Whether it’s bragging about your law firm, whether it’s discussing how the law firm can help, or letting the claimant know and reassure them that they did the right thing by calling. If you aren’t doing those small things… And I’m a very competitive person in nature, I played sports in college. So to me as a win or lose option. Right? So if you are not doing those things you are going to lose. And why are you going to lose? Because this is a competitive industry.
Competitive Nature of Industry
There are other people out there and we will talk about that. Let’s talk about, first of all, before we talk about how competitive it is, I wanna show you the prove as to why it is so competitive. Twenty-three of the 25 the most expensive search terms are legal, what does that tell you? It means that our RLI at the end of the day is pretty good and we’re spending a lot of money investing in our law firms.
Seventy-eight of the top 100 Google searches are associated with litigation. That is mind boggling. I read a stat somewhere the other day that a mesothelioma lawyer, to buy that ad, is a $1,000 per click. A law firm will be paying $1,000 for every time a potential lead, not even a real lead, every time a potential lead clicks on that link. Why? Because of RLI. We’ll talk about that in a moment.
Now, plaintiff firms have increased their spending by 68% over the past eight years. So you know if you are a younger attorney thinking about getting involved in this world and you’re patient and you’re a hard worker, look at this numbers. That’s screaming out, to me at least, that this could be a very successful practice and you have the money and the resources and the finances to invest in your practice, the back end can be tremendous. But that begs the question, it begs the question, if I ask everybody on this telephone on this webinar how many of you invest in the stock market? I think everybody would raise their hand. If I went one step further and said, “If I can guarantee that you get three to five times your initial investments within three to five years.” Everyone in this call would say, “Where do I sign here?” Including myself.
Treat Our Marketing Expenditures Like Our Personal Investments
Yes. And by the way, what do we do with our stock market investments? We hire a manager, we’re tracking metrics, we’re getting alerts. And by the way, Tanner, you can. We are getting alerts, we’re constantly reviewing what’s going on with our stocks. And then we are making changes. Are we buying are we selling? Based upon everything that I just listed over here and everything that our stock broker is telling us.
And that, by the way, is an investment that we all just said, and I’m sure we would, we’d love three to five times our initial investment in three to five years. Yet everyone on this call, or most people on this call, probably resolve the case for their law firm where they got 100, 1,000, 10,000, 100,000 times their initial investment. That was their initial… That was their return on investment. I guarantee it. Think about some of those free clients that come in, a friend of a friend or a cousin who came in. There was no cost for that client. Yet we resolved that case for hundreds of thousands, millions of dollars. Think about the attorney fee there.
Conversion Percentage and How to Define it
Yet we are not doing these things for a law firm. We don’t have someone managing the intake process, we don’t have someone tracking the metrics. Look at some of the answers to the poll question. We have some people on this poll, and I’m not calling you out, this is the industry we are in right now. We still have people on this poll who don’t know what percentage of cases they want to sign are actually signed. Some people were really honest they are 50% between 50 and 59%. Now let’s talk about that poll question because that poll question is exactly your conversion percentage at the intake level. So what’s your conversion percent? By the way, this is the metric. This is the key performance indicator, your KPI, this is what’s going to tell you whether you’re doing well in intake or not. So here’s the very simple math and you got to learn this math, guys, you gotta have, whether it’s case management software, whether it’s an Excel Spreadsheet… I don’t care what you are using inside your law office.
But you have to know on a month to month basis, if not more frequently than that, how many cases did I want to sign? And of all those that I wanted to sign how many did I ultimately sign? So if I wanted a hundred cases and I signed 50 of them my conversion percentage is 50%. Now let’s talk about that for a moment. Where should that number be? Well, for general negligence firms, I’ll tell you right now that that number, by average, is around 70%. Where should it be? It could be 90 plus percent. Why? Because you are local, you are local you are the local presence.
You can go to somebody’s house and sign you up. They can come into your office. Now you should be signing more than 9 out of the 10 cases that you wanna sign if your general negligence CI law firm. What if you are mass torts law firm? That’s a little bit different, right? Because now you’re talking national campaign. You don’t necessarily have that local presence, you don’t necessary have the luxury or the ability to go to someone’s doorstep to try to get that thing signed. It might take a few more days to get that signed. So the average is right about 60% right now. Where should it be? It should be greater than 75%, three out of four cases that you wanna sign to be signed.
But you guys took the poll, you see where the numbers really are. They’re low. This is the black hole in our industry, this is where we are losing a lot of cases. I put on a seminar last year and one if the lawyers that came brought up this… I had never heard the term and I love it, the Fat-Cat Syndrome. We’ve become so successful that we are not even thinking about intake anymore because we’re so profitable.
But I’m telling you right now, firsthand, I think in many law firms, there’s tremendous room for improvement at the intake level. And you guys understand that if you sign more cases that have a direct impact on your revenue. There’s a lot of room for improvement and I’m really excited about talking about this. So let’s talk about it the other way now. I told you how you should be signing three out of four, nine out of 10, whatever it is, right, where your conversion percentage should be.
Reasons We Lose Prospects
But we all know, we lose cases. It’s only human, we don’t have the, most perfect process or the, most perfect individuals. Whatever it is, it’s not perfect, right? There’s always room for improvement, as I keep repeating, but why? We gotta look into why. Why are we losing profits? Well one, we may have the wrong person on the telephone. Right? And if you are not listening to your calls… First of all, if you’re not recording your calls, that’s one issue. So what you don’t know, you don’t know.
But if you are not listening to those recorded calls, then you won’t know whether your staff is actually saying what you want them to say. Whether they’re selling, whether they are bragging on behalf of your law firm. Whether they’re creating a relationship with the claimant or maybe there’s the wrong message being conveyed, maybe there’s not an urgency message that’s being conveyed.
Let me tell you all for guys because this is so… Let me give you an example real quick. It’s going to be a bumpy ride if you couldn’t see already, I apologize. How many times… Our claimants are just like… iI this day and age, what they do is go online and hopefully, they will find your website because Consultwebs got you to show up on the first page. Now they go online, they see your website, they might even call you, you know what they do next? They then call one of your competitors because just like us, when we are going to buy a jacket I wanna go online to get the best deal we look at multiple sites. We might speak to multiple people. When we wanna go lease or buy a new car, we speak to multiple dealerships. Everything is competitive these days.
And if you’re not accepting that, if you’re not reacting appropriately, then it’s only gonna have an impact on your revenue. Inadequate procedures, like, what are your procedures to sign up cases? Are you giving your intake staff the ability to make decisions while they are on the phone with claimants and have them to try to sign cases while they’re on the phone? Are you telling them that someone’s gonna get back to them? Are you telling them you don’t know? Are you saying that a lawyer is gonna review this matter? Guys, this is precious time and you got to strike when the iron is hot. And if you don’t have the right procedure in house, it’s going to affect your revenue.
How about a lack of accountability? Everybody has to be accountable, from the top down, from training your staff on what to say, to your staff doing what you are asking them to do. How about the referral process? Let’s just talk about that briefly. We as lawyers have the luxury to make some money, to earn attorney’s fee through the referral process. And if we’re not keeping our refers accountable by asking the to get back in touch with us or get back in touch with the claimant or sign the claimant ASAP, then it’s hurting our revenue. We talked about not talking listening to recorded calls. Lack of attorney involvement, one of my favorite ones.
When you go to a car dealership, the first person you sit down and speak with is the salesman. After that salesman thinks that he told you the numbers that you wanted or you got [inaudible 00:37:39], every single time, every single time. It’s managerial. Why? Not because the manager’s any better than the salesperson, but because the manager has a title and the manager doesn’t want you leaving that room that showroom until you’ve signed on the dotted line.
And the same thing should go for your intakes, your cases. If you got a case that you want that meets the criteria, you’re not even considering even getting a lawyer on the phone to make sure that… Remember it’s a competitive nature, we will talk about that in a moment. But if you are not getting a lawyer on the phone to help convince the claimant that they did the right thing by calling, think about it. They talk about not monetizing referrals, sorry, I went out of order, Tanner, not tracking certain key performance indicators, we’re not going to get into the details, but hopefully your case management software, whatever it is…
And by the way, my partners here are two of my partners with my Intake Conversion Experts company. It’s an intake software company because I realized and I knew that I had to make sure that when leads were coming in I was tracking the most performance key indicators. Not outsourcing appropriately? You can’t do everything yourself, guys. So if you’re gonna be the intake, if you’re gonna be the medical records and you gonna litigate the case and you’re gonna do the leads, that’s a tremendous sandwich. And you gonna have to have resources in house. In this day and age, how quickly we’re growing, how many people how many competitors, we have we gotta make the process efficient.
And that means sometimes outsourcing appropriately and not investigating wanted and lost. So many law firms and I know because I’ve consulted with them, so how many law firms accept failure or accept losses and move on without investigating why they lost or why they failed in signing a particular case. If you are not in a daily or weekly period, looking at all the cases that you wanted and lost, how can you possibly improve? How can you possibly not make the same mistakes twice?
Blackjack and the Bridge
And you gotta think about that you gotta put that into your practice. These are my favorite slides, BlackJack and The Bridge. They’re not just random words to get you thinking about random things. Blackjack this is sort of my coin phrases for intakes. In Blackjack, anyone who plays the Blackjack, you know you wanna get 21 to beat the dealer. You also know that, I’m gonna say it quickly here because I don’t like to waste your time, the dealer has a card that’s face down, right?
You have to assume that that card is a 10 and that how you play Blackjack. You assume a 10 and depending on what the dealer has showing face up, that might dictate what you wanna do. But there’s a similar assumption in intake in personal…in personal injury world in really everything we do. You must assume and your intake staff must assume that the claimant that contacted you spoke to the law firm before and it tends to speak with a law firm after you.
So what can you do, what can your staff, do to prevent that claimant from calling any other law firms? Or to make that claimant think they did the right thing by calling you? If you’re not acting under that assumption, I look at that as a loss. Now the Bridge. We know that the claimant’s gonna speak with multiple law firms. thanks to Consultwebs, we were able to convey the right message to get the right claimant to contact our law firm. He’s like a perfect match. If you’ve been injured recently, if you’ve been in a car accident and it’s someone else’s, fault give us a call.
Someone calls up, “I have been injured recently. I was in a car accident. I need a lawyer.” Perfect, it seems like a great match. Here’s the problem: they’re not signed yet. So what bridge are you giving to them to sign with you? Are you making that bridge steps up? Are you asking the claimant to go get their police report? Are you asking to go back to the doctor and find out whether they, in fact, need surgery? If you’re asking the claimant to do anything, that is an unattractive bridge for the claimant and they will go find somebody else.
Or is maybe it’s an escalator? Maybe it’s just a beautiful bridge where you take one step on that bridge and it takes you… It’s one of those moving roads that takes you right to the law firm. How easy is it? “Well, you know, sir, I can sign you up right now on the phone. If you have a text or an email, I can walk you through that process or I can have somebody at you house in the next two hours, how’s that?” Make it simple, make it an attractive bridge for the claimant because they are thinking about you against some of your competitors. And that’s what I mean by Blackjack and the Bridge. If you guys take anything from my soliloquy today, please let it be that. I think I’m giving it back to you, right, Tanner?
John: That’s great good stuff, Gary. Good stuff. I know I’ve picked up a few things from that and I’m certain that the folks who are attending today have been able to pick something good, valuable nuggets up from this conversation. I love the Blackjack example, just being able to cognizant that there are many, many other competitors fighting for the business, just as you are, and never to treat that lightly. Treat it with urgency. Extremely, extremely valuable words of advice there. Thanks for that, Gary.
Gary: Thank you.
How Can Improvements Pay Off?
Tanner: So just to run through a couple of different math examples. This very, very basic but we just wanna stress how critical all three of these stages are and the buyer’s journey, ultimately, to wind up with your firm and to sign that client on. Just assuming a 10% improvement in all of these areas that we’ve discussed, let’s assume at $10,000 average revenue per client that you have. If you are currently getting about 2,500 visitors to your site and you increase by 10% up to 2,750, you also increased your conversion rates, turning those visitors into leads up from 2% up to 2.2%.
And then also increased your sign up rate, and what Gary’s been discussing today, from 40% up to 44%, that will leave you… Basically, if you were assuming 20 clients a month or $200,000 in revenue, that would jump you up six clients in a months time. So a total of 26 new clients signed or the difference of about $60,000 in revenue. A 10% adjustment, or an improvement, rather, seems rather nominal and definitely if you improvement a few of these steps that have been discussed I think you can blow about 10% out of the water.
Just assuming at 20% improvement of the same numbers there, $10,00 average revenue per client, that will jump you from 2,500 visitors to 3,000, improving your conversion rate from 2 to 2.4 percent and then growing your sign up rate from 40 to 48 percent. Again, assuming that 20 clients average per month jumping all the way up to 34 clients with that 20% increase. A hundred and forty-four thousand dollars increase in monthly revenue. What more could your firm invest in, if you increased your revenue by that rate?
Where would your bottom line be at year end, just seeing a 20% improvement across the board on these three main areas? It would be a considerable difference to your bottom line, it would be a considerable difference, likely, to the quality of life…in the quality of life of your individual staff members and attorneys. There’s huge, huge opportunity here in the areas that we discussed, now especially, in the areas in terms of being able to turn more of those leads into signed clients.
And so we hope you are able to get some value from that. We would like to… Consultwebs we would like to provide an offer. And then I know ICE is going to be able to offer you some a nice little incentive of here too, just out of appreciation for those of you who’ve attended the webinar today. Both Consultwebs and ICE would like to just provide some added value and that will be for free. Consultwebs, as you can see here, we’re offering a free in-depth website analysis and there we just going to be able to offer some good practical steps on how to show increase traffic on your site, and ultimately more leads to your web presence. And I can assure you, there’s no sales pitch there just good practical information to help you attract more leads to the site. And you can get that by going to consultwebs.com/analysis and you can request that today. Gary would like to give a little quick overview of ICE and what they are able to offer as well.
Gary: Thanks, John. Sorry guys, here I am again. So, ICE, we didn’t get to talk about this yet and I promise it will be a less than five minutes speech about it. ICE stands for Intake Conversion Experts. All right? And our tagline is “Retention requires more than just a response.” You see the intake correlation there. We are a call center helping law firms… Not just normal, off-hours picking up the telephone, we actually qualify and retain for law firms. There is no attorney’s fee here. This is strictly based on if you gonna run some sort of mass torts campaign and you are looking…
And you may not have the resources in-house to handle the response to your campaign. What we do is we pick up, we’re a call center 15 minutes from my house. It’s managed by me. We are working… We work with about three dozen law firms in just three months. And we help out in both handling the inbound phone calls, the follow-ups, the qualification, and the retention of your retainers. That’s one leg of ICE.
The other leg of ICE is daily follow-ups. As you can tell, from what I said earlier, from my… And I can tell you from my experience, We’ve left way too many cases and way too much money on the table. What we’ve been able to do and we’ve been able to help law firms sign hundreds of cases from a daily follow-up perspective. We go to some of the bigger firms or even if you just have a higher value, we get a volume of cases, maybe you called them too early or you gave up on them too them to early.
Well, you can send them our way, we’ll call them up on our behalf, we’ll qualify them, again, we’ll retain them on your behalf and you’ll see the immediate impact in revenue. Now usually, there’s a cost to the leads. But we’re looking to… For today, the first 50 will be free from a sale lead perspective. And from a retention perspective, the first signed case, you’ll get that free as well.
So if you’re looking to expand your practice, get involved in mass torts, or think about having someone help you build those leads that you think you may not have done a good job on following up on, you give us a call. We’re excited about what work we’re getting over here and if you are on this call then you obviously have the right direction in front of you.
Tanner: Thanks, Gary. So just to recap on everything we have covered today. Ultimately, there are three stages here. And you wanna grow each stage in order to maximize the value you are getting from your web campaign efforts and the money that you are putting into it day in and day out. It’s a matter of growing that audience, getting more visibility, wherever that may be, whether it’s search and paid and social and all these other avenues.
And then ultimately trying to drive more conversions through implementing some of the steps that Paul went through in terms of building confidence and making it extremely easy for prospective clients to pick up the phone and call your office. All we can say here that certainly there is work involved. It’s not just a matter of making a couple of decisions today and walking away from it. This requires you to follow the metrics, to be able to keep a cross eye on all three of this stages and make sure that the effort is being applied every single day.
And that’s ultimately what is going to help pay out for the firm and drive your bottom line. We appreciate everyone’s time, we would like to open it up if there are any questions that you wold like for Gary or Paul or myself to address before we close. We’ll go ahead and throw it out there. We do have one question and it seems to be… This is for you, Gary. It says, “Why do you think there’s a need for firms to outsource the intake process versus doing it ourselves?”
Gary: That’s a great question, that’s actually the question that led me to be where I am right now. I think that it’s a black hole in the industry. I think we focused fo the longest time on maximizing the recovery value for our clients. And I think we dropped the ball at the intake level and given how competitive the industry is, that intake, given that in this day and age, with the websites and having Consultwebs and trying to get your name out there, it’s so easy to find your competitors.
So they’ll call you, they’ll interview you, but if you don’t have a right process, if you are not urgent to get that case signed, if you’re not saying the right thing, you’re gonna get hurt. And you will know this, by the way, if you’re tracking your conversion rates. You’ll know this if you start looking at how you lost cases. I do think that most law firms probably don’t have the resources to maximize your intake which means that they’re not maximizing their revenue.
And I’ll tell you right now we are… My company is three and a half months old, we are almost at 1,000 retention’s for law firms. So there is… And those are cases that they couldn’t on their own or they chose that they didn’t have the resources to sign on their own. So I think there’s a lot of room for improvement there and I hope I answered your question.
Tanner: Very helpful and that’s exactly what we see too, Gary. Typically that the lowest paid individual at the firm is the one handling the most important position in terms of being able to be that sales arm, as you suggested, and handle the intake. Looks like we got a couple of other question here. Now, what about non-PI firms Gary? Like criminal, family law, do you see much of a difference here in terms of the intake process and things that you discussed?
Gary: You know, I do and it’s from the same the same reason and rational here. I think no matter what you are doing in this day and age, your saleability, your ability to convert leads into clients is going to be what separates you and that dictates where your revenue is. Guys, let’s be very clear here. There are many companies that can you online, that can get you on TV, okay? And frankly, I think [inaudible 00:51:26] at the top. They have been doing it for quite some time and they are very transparent company and them gonna do what they do.
But anyone can get you some space out there, put you on a bus or on a billboard, and people might call you. But you cannot think, you cannot think for one moment that you are so good or your reputation is so strong or you’re success is so apparent that you are the only one game in town. In this day and age, just small law firms that want to put all their money into marketing, and then worked out of the basement of their house, they’re gonna get more leads than you. They have a better intake department than you. Their process is in intake better than yours.
And think about this also from a national perspective, and I know we talked about a personal injury, but as law firms begin to expand nationally, the brick and mortar building is no longer a necessity. So there can be total law firms working from their basement, whether you’re criminal defense, whether you’re real estate. It doesn’t matter, the competition intense is only getting more intense. So your sales ability becomes your top priority, which I don’t think it has been.
It’s becoming that right now, I think evidence of that is me creating a company like this. But it has not been and I think that everyone, every law firm, every company has to think about how to convert… First of all, how do I increase the number of leads and how do I convert the maximum number of leads into clients? So it doesn’t matter what area you’re working in.
Tanner: Very good, I agree. I agree with that 100 percent. It looks like we have a couple of other questions related to the website, in terms of driving traffic. There was a question, first and foremost, about Consultwebs. And really the web market now is our specialty in terms of helping firms attract the right traffic to their website through search optimization, pay-per-click advertising, social media marketing, basically all things digital marketing. We help firms attract the right type of leads through their websites.
So a couple of questions related to that on the web is, “What’s the easiest way to start building more traffic online?” And unfortunately, there is no one size fits all answer to that and there is no certainly…typically not an easy way to start doing that right out the gate. But there certainly are some fundamental efforts. Having a Google my business local listing is a critical piece, making sure you are getting reviews through that local listing on Google. And then also just making sure you have a really good, useful substantive content, covering all of your practice areas, having supportive content, addressing frequently asked questions.
And then there are many other elements that go beyond that in terms of strengthening the authority of your site so that your site is recognized by Google as being a good resource for relevant search terms in your market. So that’s… That answer could give much deeper than that, but I would say local is really one of the biggest areas in terms of being able to track the right traffic to your site today. And it starts with having a very strong local presence with that Google my business local listing and again, there are a number of ways going well beyond that but that’s a critical area today.
Another good question about, “How much effort should be put in the SEO? It seems hit or miss so often.” And certainly that’s a common theme. We hear a lot of firms who invested a pretty significant amount of money in the search engine optimization and still have yet to reach page one visibility. Every market is different. Some markets are extremely competitive, you’ve got major markets like New York city, Atlanta, Houston those are all hyper-competitive markets. And it really should be looked at very seriously before you being a search marketing campaign to have a realistic plan to reach page one.
Otherwise… There are some other places you can apply marketing dollars where you can be more confident in return on investment. So it really comes down to being able to speak with somebody that you know and you trust so that they can evaluate the market, they can look at competition, see where those main competitors are doing, reviewing those competitor sites because ultimately you are competing against those firms.
Google is looking at their sites and they’re comparing those sites against your site. And if your site is not as nearly as substantive and it doesn’t have the authority and the credibility that those others sites are perceived to have then very rarely will you ever reach page one visibility. So ultimately, you have to have one of the best resources in your market with your website in order to get that visibility.
And so lastly… Looks like we have time for maybe a couple of other questions. There’s a question about mass torts, Xarelto. So for example, the question is, “Do you have experience in getting rankings for national terms and large terms such as Xarelto lawsuits?” When you get into hyper-competitive terms like that, especially on a national basis, it is very, very difficult to be able to get page one visibility.
And it ultimately comes down to what type of resources or what level of resources you plan to invest. And what site you are associating that with. It would take a highly authoritative website to be able to rank nationally for a term like that and really any general mass tort terms. And so it would require a very unique strategy and one that probably we don’t have time over the next few minutes to get into. But I’m certainly happy to address that question in more detail off away from this webinar.
It looks like that wraps it up. Gary, thank you so much again for joining us, I think you provided a ton of value to us and to the attendees of the webinar. We are appreciative of everyone spending time over the last hour with us. Hope it was useful. I’m happy to address any questions following this webinar as well. So with that said, everyone have a wonderful day thanks so much.