SmarterLawFirmMarketingin2017

T I P S F O R G E N E R AT I N G M O R E L E A D S A N D C A S E S

ImproveYourWebsiteConversionRateto

IncreaseLeadsandCasesMost law firms who invest heavily on SEO and/or paid search ads don’t focus on how to increase conversions from the visitors they already get.

2

ConversionRateOptimization

Conversion rate op-miza-on (CRO) is the process of examining analy-cs and user feedback to iden-fy roadblocks to conversions (ie, phone calls and case evalua-on requests)

3

ConversionResearch

• Monitor user behavior using analytics

• A/B testing to improve conversions

• Website visitor feedback & consumer research

• Website technical analysis

4

ConversionRatebyIndustry

5

Source:Unbouncestudy

• Clickheatmaps• Mousemoveheatmaps• Scrollmaps• Usersessionvideoreplays

6

VisualAnalytics

VisualAnalytics• Whatarevisitorsdoingonyourmostpopularpages?

• Arevisitorsscrollingfarenoughtoseecallstoaction?

• Wherearetheyclickingonyourpage?

7

Usersessionreplayexamples

8

TechnicalWebsiteAnalysis

• Speedanalysis(howlongdoesyoursitetaketofullyload,howlongtillyourwebpagesareusable)

• Cross-browsertesting(ie.HowdoesyoursiterenderonChrome,Safari,IE,etc.)

• Cross-devicetesting(HowdoesyoursiterenderoniPhonevsAndroid)

9

ConsumerTesting&Research

• Customersurveys• Focusgroups• Usabilitystudies

10

videohere

Areyoupayingattentiontomobile?

• Whatpercentageofyourtrafficcomesfrommobile?

• HowdoesyoursitedisplayoniPhones,Android,etc.

• Howlongdoesyoursitetaketoloadonmobile?

11

Areyoulosingvisitorsduetoslowloadtime?

• 40%ofconsumerswillleaveawebsiteifloadtimetakeslongerthan3seconds

• 80%ofthosevisitorswillnotreturn

• Fastersitesexperiencehigherconversionrates(linkstostudies)

12

Mobilesearch

h#ps://highrankwebsites.wis3a.com/medias/ihssfu:hw

13

Googlemovingtomobile1stindex• Googlewilleventuallyhaveasingleindexbasedonmobileversionofcontenttoservebothmobileanddesktopsearches

• Over50%ofsearchesonGoogleareperformedusingmobiledevices

• Ifyouhaveawebsiteconfigurationwheretheprimarycontentisdifferentacrossmobileanddesktop,youshouldconsidermakingsomechangestoyoursite

14

https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

WebsiteUserExperienceandEngagementisimportanttoGoogleandimpactssearchrankingsUserexperienceandengagementhavebecomeincreasinglyimportantsignalsforsearchengineslikeGoogle.Sonotonlyisthisimportantforconver3ngsitevisitors,italsoisbecomingamuchmoreimportantpartoftheGoogle’salgorithm.

• Dwell3me• Clickthroughrate• Average3meonsite• Averagepagespervisit

15

HowisGooglemeasuringthis?UsersignalsgiveGoogledirectfeedbackonhowsatisfiedpeoplearewithcontent

• Googlesearchresults• Chromebrowser• GoogleAnaly3cs• Android

16

Studyonhowconsumerschooselawyersin2017

• 400participantsaged18-55intheU.S.

17

Whatdevicedopeopleusetoresearchalawyeronline?

18

iLawyerMarketingstudy,2017

Whatmattersmosttoconsumerslookingtohirealawyer?

19Source:2017iLawyerMarketingstudy

ConsumerVideo1

h#ps://highrankwebsites.wis3a.com/medias/3kbvpf8xd3

20

3rdPartyReviewsareHuge“How important would 3rd party reviews (Yelp, Google reviews, Facebook reviews, Avvo reviews, etc.) be in your decision to hire a lawyer?”

86% of consumers say that 3rd party reviews are important in their decision to hire a lawyer

21

3rdPartyReviews

• Do:Askyoursatisfiedclientsforreviews• Do:Respondtoanynegativereviews

• Don’t:Fakereviews• Don’t:Payforreviews• Don’t:SolicitreviewsonYelp

22

3rdPartyReviewsVideo

https://highrankwebsites.wistia.com/medias/zbwias26f323

SmarterSEOin2017Generalrule:What’sgoodforusersisgoodforSEO

• Mobilefirstindexcomingsoon.Preparenow.• Creatingbettercontentworthyoflinks,citations,shares&engagementisimportantforoverallSEOprocess

• WebsitedesignUX(UserExperience)impactsrankings• Userengagementisbecomingmoreimportantrankingfactor(timeonpage,bounce,CTRetc.)

• Voicesearchincreasing• TechnicalSEOexpertiseismoreimportantthanever

24

GoogleAlgorithmcontinuestobecomemoreintelligentwithuseofRankBrain(machinelearning)

• Traditional SEO metrics like keywords, links, title tags are less important

• User experience metrics are becoming more important• Long clicks vs short clicks• CTR• Time on site

25

26

• Today,eachindustryandeveneachindividualsearchqueryhasitsownrankingfactorsduetothedevelopmentandapplicationofMachineLearningalgorithms.

• Rankingsaredrivenbythedynamicbetweenindividualcontentrelevanceanduserintent

Google’salgorithmisinconstantflux• RankingonGooglein2017isreal-timeandhighlyvolatile

27

AlgorithmUpdates• Between500-600updateseachyear• 21majoralgorithmupdatessince2015• RankBrain:GoogleunderstandshowRankBrainworksbutnotreallywhatitisdoing.

28

Don’ttrytooutsmartGoogle.Focusoncreatingbettercontent.

• Createcontentthatisshareworthy• Aimfor10Xcontent• Createcontentthatconsidersvoicesearchqueries(who,what,where,when,why)

29

Enormousamountsofcontentproduced

Areyouproducingcontentthatstandsout?

30

Example

31

• Example:Interactivemapofelementaryschoolzoneswiththehighestdangerratings

• Over400,000accidentrecordsanalyzed

• Over6,000elementaryschools

• Identifiedwhichschoolshadmostaccidentswithina1/2mileradius

http://www.psblaw.com/dangerous-school-zones.html

32

GreatcontentcanleadtogreatPR

todo:addlogosofvariousmediaoutletswherewehaveplacements

•Increaseawarenessforyourlawfirm

•Improveyourreputationinthecommunity

•Increasetraffictoyourwebsite

•PRcanenhanceSEOefforts

33

#1organicrankingisnow#8onpage

Mobilesearchexample• http://recordit.co/rUigbykrPz

34

IncorporateGoogleAdWordsintoyourInternetmarketing• SmarteststrategyiscombinationapproachoforganicSEOandpaidsearch• Organicspushedfartherdownpage,moreadsbeingshown• Usersareclickingonadsmorethaneverbefore

35

Googlesearchresultclicktest

36

Takeaways

• Usersclickonmoreadsthanmapslistings

• #1adgotfewestclicks(showsimportanceoftestingadcopy)

• #2Adwordsadgotmoreclicksthan#2organicresult(77to76)

• #1organichadmostclickactivitybutgotmoreclicksbecauseuserslikeYelp

Usersclickonadsnowmorethanever

37

UserTesting:GoogleAds

38h#ps://highrankwebsites.wis3a.com/medias/wu20tbui2z