Larry Bodine, the Law Blog Guru, tells you what part of the sales funnel to focus on, 5 visitor conversion basics, 6 tactics to maximize online reviews, Content Marketing Strategy, 5 ways to harness emotion and how to hook people with storytelling.

1. Larry Bodine
The Law Blog Guru
PILMMA Summit
Chicago, IL
Turning
Website
Visitors into
Clients

2. Bit.ly/LawBlogGuru
The Law Blog Guru
Bit.ly/LawBlogGuru
LarryBodineNow@Gmail.com
520.577.9759
» Publisher, The National Trial Lawyers
» Blogger, The Huffington Post
» Blogger, Price Benowitz
Introduction
Bit.ly/LawBlogGuruBit.ly/LawBlogGuru

3. Bit.ly/LawBlogGuru
Free Giveaway!

4. Bit.ly/LawBlogGuru
Twitter: #PILMMASummit
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5. Bit.ly/LawBlogGuru
Internet is #1 option to find a lawyer

6. Bit.ly/LawBlogGuru
Focusing on the wrong part of the sales funnel

7. Bit.ly/LawBlogGuru
30%-40% drop in
traffic & position in
search results:
• Aggregated or "curated"
content from other sites
• Snippets from other sites
• Scraped and pasted content
• Substantially similar text
• Thinly rewritten text
What is the best online
strategy to generate
clients?

8. Bit.ly/LawBlogGuru
The 4 Visitor
Conversion Basics

9. Bit.ly/LawBlogGuru
Good bio:
• 200-300 words max
• Client service – how well you
explain legal options
• Case histories
• A little personal information
Visitor
Conversion Basics

10. Bit.ly/LawBlogGuru
Almost half of law firm traffic
comes from mobile devices
LawLytics.com, April 2014
Survey of 733,346 law firm website visits
45% from mobile devices:
• Apple: 58.3%
• Android 40.2%
• Windows 1.2%

11. Bit.ly/LawBlogGuru
UGH! YESSS!

12. Bit.ly/LawBlogGuru
 I just got stopped for a DUI
 I was just arrested
 I was just in a traffic accident
 I just got injured at work
 My child was hurt at school

13. Bit.ly/LawBlogGuru
Online Reviews
• 90% of Customers
Say Buying Decisions
Are Influenced By
Online Reviews -
Dimensional Research, 2013
• 79% Of
Consumers Trust
Online Reviews As
Much As Personal
Recommendations –
BrightLocal 2013

14. Bit.ly/LawBlogGuru
Online Reviews
Yelp is #1 trusted and
popular site to find a lawyer
– Software Advice Survey
• Martindale, Avvo & Super Lawyers
less trusted and popular
• 70% would drive to inconvenient
part of town to see a lawyer with a
better online review

15. Email links to review sites
 To happy clients
Hand out professionally
printed review cards
 With links to review pages
Respond to all comments
– good and bad
 To help keep your overall
ratings high
List all review sites
 Furnish to all staff and
lawyers
 Make sure everyone
understands the
importance
Onboarding Process
 How did they find the
firm?
 Was it by an online review?
Request Reviews
 After a positive in-person
consultation or favorable
settlement
6 Tactics for Online Reviews

16. Bit.ly/LawBlogGuru
STRATEGY: Creating a
Content Marketing
Culture
 Content marketing tied to new
business goals
 Used to generate leads
 The firm’s owner and partners
lead are active players
 Enough time, budget, staff

17. Bit.ly/LawBlogGuru
Frequent
Blog
Posts
Bit.ly/LawBlogGuru
» Updated 2-3 times
per week
» The more you blog,
the more clients
you get –Hubspot 2012
» Best length: 300 –
400 words

18. Bit.ly/LawBlogGuruBit.ly/LawBlogGuru
» Updated 2-3 times
per day
» Team of guest
bloggers & full-
time editor

19. Bit.ly/LawBlogGuru
• Create feelings of trust and rapport
– with images and text
• Show empathy
• Address hidden fears
• Complement buyer’s mood with uplifting statements
• Use social proof
– Facebook “likes,” followers on Twitter, number of circles in Google Plus
5 Ways to Harness Emotion:
Logic makes people think, and emotions make people act

20. Bit.ly/LawBlogGuru
“How does this problem make you feel?”
“How has this affected you?”
“What bothers you most about it?”
“Why is it important to solve this problem now?
“What would happen if you didn’t do anything?”
“What makes your problem urgent?”
Create a Sense of Urgency

21. Bit.ly/LawBlogGuru
• Storytelling makes people
feel emotions
• People remember stories and
respond to them
• The protagonist is the
potential client
• Write with the viewpoint of
your clients
Hooking visitors with Storytelling

22. Bit.ly/LawBlogGuru
Content tactic
• Look for the
twist
• Cite statistics
• Summarize
verdicts &
settlements

23. Bit.ly/LawBlogGuru
 Client’s name
missing
 Dates missing –
settlement &
incident
 No description of
accident
 Ignored email,
sent to voicemail
of secretary
Worst press release EVER!

24. Bit.ly/LawBlogGuru
 1,400 page views
in first 24 hours!
 Who, what, when,
where why
 Drama and
suffering
Best blog post all week!

25. Bit.ly/LawBlogGuru
 “A man who is his own lawyer has a
fool for a client”
 How much free time do you have?
 And your partners?
 How good is your nose for news?
 Wouldn’t you rather edit a draft?
Decision to Delegate

26. Bit.ly/LawBlogGuru
 $30 - $40 per post
 6 cents a word
 Content sweatshop in Asia
 Thinly rewritten content with
mistakes in the law
 Law students or paralegals
 Non-lawyer marketers
BEWARE of Cheapo Content Factories

27. Bit.ly/LawBlogGuru
 Attorney
 Practiced law
 Journalism background
 Web & SEO experience
 Part of a team (not a solo)
 Can show copy on a law firm
website
What to look for in a content writer

28. Larry Bodine
The Law Blog Guru
Bit.ly/LawBlogGuru
LarryBodineNow@Gmail.com
520.577.9759
When it
comes to
content, call
a Pro