Turning More Traffic Into Fees
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The document outlines strategies for improving client conversion rates by identifying common issues and providing benchmarks for success. It emphasizes the importance of tracking website traffic and measuring conversions to enhance the intake process for potential clients. Additional tips include testing calls to action, landing pages, and ad creatives to effectively convert inquiries into clients.
Turning More Traffic Into Fees
- 1. 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
- 17. 17 2018 © AppFolio, Inc. Confidential.
- 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-
- 21. 21 2018 © AppFolio, Inc. Confidential.
- 22. 22 2018 © AppFolio, Inc. Confidential. How can I measure the number of chats from my website?
- 23. 23 2018 © AppFolio, Inc. Confidential.
- 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?
- 35. 35 2018 © AppFolio, Inc. Confidential.
- 36. 36 2018 © AppFolio, Inc. Confidential.
- 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