Más contenido relacionado Similar a Turning More Traffic Into Fees (20) Más de MyCase Legal Case and Practice Management Software (20) Turning More Traffic Into Fees1. 1 2018 © AppFolio, Inc. Confidential.
Turning More Traffic Into Fees
2. 2 2018 © AppFolio, Inc. Confidential.
Turning More Traffic Into Fees
60-minute conversation about client conversion
● How to identify conversion issues
● 3 of the most common conversion issues encountered
● A strategy for fixing conversion issues
● Tips for benchmarking and improving conversion rates
3. 3 2018 © AppFolio, Inc. Confidential.
4. 4 2018 © AppFolio, Inc. Confidential.
5. 5 2018 © AppFolio, Inc. Confidential.
6. 6 2018 © AppFolio, Inc. Confidential.
About Gyi Tsakalakis
@GyiTsakalakis
gyi@attorneysync.com
Founder @AttorneySync
Helps lawyers put their best foot forward
because that’s where clients are looking.
7. 7 2018 © AppFolio, Inc. Confidential.
Poll Question #1
Are you tracking website traffic to client fees by
source?
Options:
A) Huh, that’s greek to me.
B) You can do that?
C) Sort of, we track some of the things.
D)Yep, we measure ROI, ROAS, and LTV by
source!
8. 8 2018 © AppFolio, Inc. Confidential.
If you don’t measure it, you can’t improve it.
9. 9 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry Client
10. 10 2018 © AppFolio, Inc. Confidential.
What is a conversion?
Visitors that complete a desired goal (call, email, chat,
download, subscribe, sign-up, etc).
11. 11 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry Client
Conversions
12. 12 2018 © AppFolio, Inc. Confidential.
What is your conversion rate?
Your conversion rate is the percentage of visitors to
your website that complete a desired goal (a
conversion) out of the total number of visitors.
13. 13 2018 © AppFolio, Inc. Confidential.
Converting
More Traffic
Into
Inquiries
How do I turn more
visitors into potential
client leads?
14. 14 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry
15. 15 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry
a/k/a Marketing
16. 16 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry
Google Analytics Goals
https://support.google.com/analytics/answer/1012040?hl=en
18. 18 2018 © AppFolio, Inc. Confidential.
Phone Call
19. 19 2018 © AppFolio, Inc. Confidential.
How can I measure the number of
first-time callers from my website?
20. 20 2018 © AppFolio, Inc. Confidential.
Set a Goal for First-Time Callers
https://support.callrail.com/hc/en-us/articles/201325073-Adding-Call-Goals-to-Google-Analytics-Universal-
22. 22 2018 © AppFolio, Inc. Confidential.
How can I measure the number of
chats from my website?
24. 24 2018 © AppFolio, Inc. Confidential.
Traffic Inquiry
Identifying
Conversion Issues
25. 25 2018 © AppFolio, Inc. Confidential.
“We get a ton of traffic
but no phone calls!”
26. 26 2018 © AppFolio, Inc. Confidential.
Tracking Errors
Do you have
technical issues with
your tracking
implementation?
27. 27 2018 © AppFolio, Inc. Confidential.
Content Issues
Does your content
satisfy your visitors’
demand for
information?
28. 28 2018 © AppFolio, Inc. Confidential.
Marketing Issues
Are you effectively
communicating why
you’re uniquely
qualified to help?
29. 29 2018 © AppFolio, Inc. Confidential.
Benchmark your visitor to inquiry
conversion rate and work to improve it.
30. 30 2018 © AppFolio, Inc. Confidential.
Poll Question #2
Our firm’s website visitor to potential client
conversion rate is:
A) Less than 3%.
B) Between 3% and 10%.
C) Over 10%
D)No idea.
31. 31 2018 © AppFolio, Inc. Confidential.
Test various “calls to action.”
32. 32 2018 © AppFolio, Inc. Confidential.
Test landing pages.
33. 33 2018 © AppFolio, Inc. Confidential.
Test ad creative.
34. 34 2018 © AppFolio, Inc. Confidential.
What are competitors doing?
37. 37 2018 © AppFolio, Inc. Confidential.
Why should anyone
contact you?
38. 38 2018 © AppFolio, Inc. Confidential.
Converting
More
Inquiries
into Clients
How do I turn more
potential client leads
into paying clients?
39. 39 2018 © AppFolio, Inc. Confidential.
Inquiry Client
40. 40 2018 © AppFolio, Inc. Confidential.
Inquiry Client
a/k/a Sales
41. 41 2018 © AppFolio, Inc. Confidential.
Inquiry Client
Client Relationship Management (CRM)
42. 42 2018 © AppFolio, Inc. Confidential.
Inquiry Client
Client Experience Management (CX)
43. 43 2018 © AppFolio, Inc. Confidential.
Poll Question #3
What is your process for nurturing potential
clients?
A) None. If they want to hire us, they’ll figure it
out.
B) Potential clients can leave us a message, we
respond to them when we can get to it.
C) Mostly automated through software.
D)All potential client inquiries are responded to
by person within seconds.
44. 44 2018 © AppFolio, Inc. Confidential.
“We get a ton of potential
client inquiries but no clients!”
45. 45 2018 © AppFolio, Inc. Confidential.
Shop Your Firm
Regularly
46. 46 2018 © AppFolio, Inc. Confidential.
Phone Issues
How a firm answers the
phone tends to be the most
significant factor in
converting potential clients
into clients.
47. 47 2018 © AppFolio, Inc. Confidential.
Identifying Phone Issues
Who answers the phone?
How fast?
How are callers greeted?
Lawyer? Human? Machine?
< 5 Seconds?
“Law firm?”
48. 48 2018 © AppFolio, Inc. Confidential.
Other Intake Issues
Got Empathy?
Efficiency?
Are you competitive?
49. 49 2018 © AppFolio, Inc. Confidential.
Follow-Up?
What is your firm’s follow-
up process?
50. 50 2018 © AppFolio, Inc. Confidential.
Targeting Issues?
Does your messaging match
your target audience?
51. 51 2018 © AppFolio, Inc. Confidential.
Who is your best average client?
Location?
Age?
Fears?
Desires?
Demographics? Psychographics?
52. 52 2018 © AppFolio, Inc. Confidential.
Research / Measure / Test
Turn More Traffic Into Fees
53. 53 2018 © AppFolio, Inc. Confidential.
Thank You!
Questions?
gyi@attorneysync.com
@gyitsakalakis