Upload
joe-reevy
View
93
Download
0
Embed Size (px)
DESCRIPTION
How law firms can build business efficiently and at low cost without the need for SEO Short presentation with extra slides.
Citation preview
www.words4business.com
Building Influence (and Business) on the Web
How to Make a Return on Your Online Spend
www.words4business.com
The Google Myth
1. You will invest £XXX per month2. This will mean you are higher up
the search results3. This will mean your site gets more
visits4. This will mean more instructions
for your firm5. This will increase your profits
www.words4business.com
Why the SEO Myth Was Blown
How many others are investing to achieve the same result?
Even if you are on page 1, what is the click-through probability? (What’s the alogarithm/screen
size?)
How many of those are actually interested in buying your service?
Are these the PROFITABLE clients?
Is your SEO provider’s magic better than theirs?
www.words4business.com
Solicitors Birmingham
www.words4business.com
When SEO Works
Niche work –(eg shareholder agreements)
Niche Industry – Industry heroes Global/national –PI/Clin Neg Microsites
www.words4business.com
Is There a Better Way?
Building Influence Leveraging other brands Building on what you have NETWORKING
www.words4business.com
The Marketing Funnel
SEO
Website/Front DeskMarketing activity
CRM workProselytising
www.words4business.com
Why Influence Building Works
Relationships - No one cares how much you know until they know how much you care (David Cottle)/Trusted Adviser (Stephen Maister)
Brand/value leveraging ‘Local Hero’ ‘Industry Hero’
www.words4business.com
Spheres of Influence
Professional friend
Client
IndustryLocal
Your sphere of influence
www.words4business.com
Influence Building: Web Opportunities
Social networking Content Sharing/Local Hero/Industry
Hero EnewsMobile NewsMessage Targeting
Can all be done in almost zero time
www.words4business.com
Current No 1. E-Newsletters
HOW www.fusionexpress.co.uk WHY They Work! Our clients and us Fast (very) Cheap as chips Easy to target messages to recipients Co-brandable
www.words4business.com
Logo here
www.words4business.com
The Future
Mobiles and Pad DevicesYou don’t need an app: get a GOOD mobile site and TARGET
it
www.words4business.com
Contact Details
Joe ReevyTel: 01392 423607Fax: 01392 214495
www.legalrss.co.uk www.myinfonet.com
www.barristerss.co.uk www.financialrss.co.uk
www.words4business.com
Web- Based ‘To Do’ List
Good email engine (cheap – you don’t need an ‘expert’ to
do this for you!) get databases ready
Mobile, video and content sharing
www.words4business.com
Things that Really Work
Inbound links and link trading – more efficient than SEO in most cases?
Adwords Placement of links and banners – must be very well targeted. Supporting your web presence off line - essential Social networking (if done properly!) (beware goodwill issues) Content sharing – if done properly! Enewsletters (GOLD DUST!) – mobile site will be the next big thing. LinkedIn (join the right groups – target industries, not law) Trade Specialisms -being the ‘Industry heroes’ Clearly Definable Niches
www.words4business.com
Website Basics
DOs: Client centred (subject matter, language style) Up to date Consistent style (enforce editing guidelines and do not
lose your voice) Well edited! (VERY important!)DON’Ts: About you Out of date Technical (unless technically aware audience sought) Mish mash of styles: BUILD a HOUSE STYLE and
ENFORCE IT
www.words4business.com
Key Metrics (http://www.google.com/analytics/)
Pages per visit Average time on site Traffic sources: referring sites Visitors (network locations)
(NB only about 40-50% of data is recorded…)
www.words4business.com
Some Statistics We’ve Observed
Ppn of visitors to our site from Google 7.91% Approx % of measured visitors to our website
interested in our offering – 30% Ppn of these who make contact uninvited – 20% Ppn of ‘1st contact web’ users converted – 8%. Ppn of ‘1st contact email’ users converted – 35%
(same for paper etc ads) Approx conversion ratio 90:1 Recent report – 0.015% (15 in 100,000) visitors
created by SEO on a law firm website made any contact…)
www.words4business.com
Our Experience
SEO Experiment – 6 months £1,000 pcm. Site traffic up 120% Enquiries /LRSS Signups up 5% Qualified Business Enquiries – up 0% Many visits from known hacker zones
Net Effect – Perceived need for enhanced admin security.
US Study 15 contacts per 100,000 visitors