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Best Practices for Winning More ClientsMarch 28, 2017

presented by:

in conjunction with:

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Helping attorneys grow their practicewith the largest legal marketing network

15M visitors + 100K requests for attorneys/month

Increase visibility & credibility – professional profiles/websites

Generate highly-targeted leads – 55+ practice areas nationwide

Convert 2X more website visitors to prospects – Live Chat

Martindale-Nolo Legal Marketing Network

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Your Speakers

Chelsey LanganVP, SalesMartindale-Nolo

Chris O’BrienCEOCaptorra

Mark NicholsAssociate AttorneyStearns, Roberts & Guttentag, LLC

Mark ShepherdPresidentMartindale-Ngage

Reza TorkzadehOwner/Managing AttorneyThe Torkzadeh Law Firm

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Please submit questions through the webinar platform

Q/A session during last 15 minutes

Unanswered questions will be responded to after the event

Webinar replay will be provided to all attendees and registrants after the event

Want to contact us directly?

Webinar Info

877-317-9160

adservices@martindalenolo.com

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Client surveys and input provide insight and best practices

Today, we’ll cover:

Online Marketing Today – Top 3 Ad Techniques

The Sales Process

Response Time & Follow-Up Best Practices

Lead Nurturing Ideas

Website Conversion

Intake & Case Intake Technology

What We’ve Learned

Chelsey LanganVP, SalesMartindale-Nolo

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Online Marketing Today

Lots of Opportunity… and Competition

1 Source: Lexis-Nexis Martindale-Hubbell study, “Attorney Selection Research Study,” conducted byThe Research Intelligence Group, 2012.3 Source: American Bar Association.

76% Search Online1

CONSUMERS1.3M Total in US3

500K Small Law Firms SEO SEM Lead Generation Directories Social Media/Blogs Other Advertising

WAYS TO CONNECT ATTORNEYS

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2016 Best Performing Techniques

Source: State of Online Marketing | martindalenolo.com

What is your best performing advertising medium?

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How many clients do you retain from your marketing efforts every month?

<5%

5%-10%

11% to 15%

16% to 20%

>20%

Unsure

Poll Question

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How Many Leads Does it Take? 1500+ customers polled 13.2 leads

28.5 days

Results can vary by practice area and attorney

Consumer Behavior 22% of consumers hire an attorney within the first week of

submitting a lead

Important Data Points

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You’ve Got the Leads. Now What?

Initial Request

Initial Contact

NurturingEngagement Initial Intake Close

The right lead response best practices, technologyand resources make a huge difference

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Response Speed and Frequency

Source: State of Online Marketing | martindalenolo.com

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Case Study: Reza Torkzadeh Started the firm 5 years ago Personal injury, wrongful death, product

liability Expanded 1 office in LA 4 new offices

(Orange County, San Diego, San Francisco, Chicago)

Moving into 2 new states this year Sign-ups increased by 364% in 6 months

Lead nurturing was key to success Immediate First Contact Email leads immediately and regularly after

initial contact Warms up prospect, when you can’t reach

them

“Most important part of any case is getting it”

Lead Nurturing

Reza TorkzadehOwner/Managing AttorneyThe Torkzadeh Law Firm

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A simple nurturing approach:1. Understand your audience What are your prospective clients’ top 3 needs? Example: DUI requires immediate attention

2. Get some automation MailChimp Constant Contact Captorra

3. Set up an email schedule

Email – Your New Best Friend

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Text Messaging immediately after initial phone call

Chat – Martindale-Ngage Live Chat, etc.

Create a Blog Write for Legal Journals, Sites, etc.

Post to Social Media and your Profiles Examples of Lawyers.com and Nolo profile – article link

Anything to keep prospects interested and coming back to your site

Other Engagement Ideas

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Website Conversion

What does this mean? # of website visitors who submit

form/call Average conversion % Maximize existing visitors Average consumer views 4.5

legal websites before contacting one Average consumer contacts 3

attorneys before hiring one

Mark ShepherdPresidentMartindale-Ngage

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4 Different Buying Behaviors

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Want “The Best”

What separates you

Verdicts

Awards

Badges (Million Dollar Advocates, BBB)

Media Appearances & Logos

Ratings (AV Rated by Peers, SuperLawyers, Avvo)

Competitive Buyers (Logical & Quick)

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Contact Forms Avoid questionnaires

Phone Number Prominent Clickable After Hours

Live Chat Live Transfer Callback + Text Messages

Spontaneous Buyers (Emotional & Quick)

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Live Chat

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Live Chat

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Text to Chat via Google Adwords

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Content Videos Books & Information Packets Blog

Methodic (Logical & Slow)

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Videos Testimonials Community Involvement Firm Bios Photos

Humanistic (Emotional & Slow)

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What is Intake?

First personal interaction with “potential” client You have 7 seconds to make a “great” impression

Pre-Screening of case worthiness Qualify quickly Logic driven questionnaires Serious inquiries ≠ new client

Consultation / Investigation Firm-specific – business philosophy,

attorney-client relationship, fees Case-specific forms shouldn’t overwhelm eSign as an option

New Client Introduction to legal staff

Chris O’BrienCEOCaptorra

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How Do I Manage My Intakes?

Intake Statuses are Key Lead (Engage) Under Review Sign Up Package (Nurture) Scheduled Retained / Signed Up Referred Out Turned Down No Sign

Who does intake? 56% use non-attorney staff Salespeople vs. Legal Staff

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What If You Don’t Have Enough Resources?

What aspects of intake can you outsource? All of it or None of it But, What is best?

Third-party Services Call Center (Inbound and Outbound) Legal Specific

Handle all intake tasks, including screening, mailings, etc.

Technology Options for Automation Website / Lead Integration Automated Lead Management,

Email / Text Messaging Nurturing Intake Questionnaires eSign

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Reporting – What to Look For?27

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Scenario: Local Auto Accident / Happened Yesterday / Not At Fault / MRI Scheduled for Tomorrow

Sent 25 Web Submissions Only 10 Groups Placed Phone Calls 2 Placed Phone Calls within 15 Minutes These 2 Groups Placed Multiple Phone Calls and Emails

3 Placed Phone Calls between 15 Minutes and 2 Hours

5 Placed Phone Calls before the end of the day These 8 Groups only Placed 1 Phone Call

4 Groups Sent Only 1 Email Asking for Us to call them

11 Groups Never Attempted Contact

Real Life Case Study – Lead Follow Up

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Panel Discussion

Who handles intake at the typical law firm?

How does intake differ by practice area or lead source?

What metrics do you track?

How do you track results?

You’ve got the data – now what?

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Who Handles Intake?

Source: Maximizing New Client Opportunities in the Digital Age | martindalenolo.com

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Q&APlease remember to submit your questions.

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Additional Resources

CRMs Captorra.com Salesforce.com Mailchimp.com

Articles ABA benchmark study on law firm intake process: part 1 and 2 | Law Technology Today Poor intake processes are leaving potential clients hanging, study finds | ABA Journal How do you handle phone calls from potential clients? | ABA Journal Nurturing leads into a thriving client base | MartindaleNolo.com Blog 3 simple email nurturing tips for client retention | MartindaleNolo.com Blog Networking for results | MartindaleNolo.com Blog

Martindale-Nolo White Papers Maximizing New Client Opportunities State of Online Marketing Click for more

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Optimizing Your Online Reputation and Credibility

May 11, 2017 | 1 p.m. ET Cost: Complimentary

The foundation of your legal practice rests on your reputation, and the trust that it generates. This complimentary webcast will discuss how to assess and enhance your

online identity and reputation, and how to position yourself the way you want to be perceived.

Upcoming Webinar – Join Us!