This presentation walks you through the steps of transforming your website marketing to attract qualified leads, convert those leads into your best clients, and keep them loyal, referring new business, and increasing your profitability. About Foster Web Marketing: Founded in 1998 in Fairfax, Virginia, Foster Web Marketing offers attorneys, physicians, and other professionals across North America an effective online marketing approach that combines appealing and intuitive design with the latest search engine optimization and content management strategies. With a solid understanding that effective websites must accomplish much more than simply generating traffic, Foster is dedicated to creating homepages that provide visitors with truly helpful information, useful tools, and a welcomed connection to a knowledgeable and empathetic professional. To learn more, please visit http://www.fosterwebmarketing.com.

4. Web
Visitors
&
Prospects
• A0rac2ng
the
right
kind
of
visitors
and
prospec2ve
clients
you
really
want.
• First
step
of
implemen2ng
any
successful
marke2ng
strategy.

5. Who
Do
You
Really
Want
to
A0ract?
Define
Your
Perfect
Clients:
1. What
needs
does
your
perfect
client
have?
2. Any
par2cular
details
about
these
needs
that
are
a
common
theme?
3. Where
should
your
perfect
client
live?
4. How
old
is
your
perfect
client?
5. Male
or
Female?
Does
it
ma0er?

6. Who
Do
You
Really
Want
to
A0ract?
Define
Your
Perfect
Clients:
6. What
are
their
interests?
7. What
is
their
background?
8. Are
there
any
personal
characteris2cs
you
are
looking
for?
9. What
magazines
do
they
read?
10. What
websites
do
they
visit?
11. What
organiza2ons
and
chari2es
are
they
involved
in?

7. Who
Do
You
Really
Want
to
A0ract?
You
should
be
able
to
walk
into
a
Starbucks
and
be
able
to
immediately
iden2fy
your
perfect
client
in
line!

8. Well
Designed/Dynamic
Website

9. Well
Designed/Dynamic
Website
• A
dynamic
and
up-­‐to-­‐date
“brochure”
• A
reflec2on
of
your
professionalism
and
exper2se
• Create
a
great
first
impression
• An
easy
way
for
poten2al
clients
to
find
and
contact
you
• Answer
Your
clients’
most
pressing
ques2ons
24-­‐7

10. Create
The
Right
Content

11. Create
The
Right
Content
• A0ract
the
clients
you
want
• Be
informa2ve,
relevant
and
interes2ng
• Consider
the
following:
– What
do
your
perfect
clients
care
about?
– What
ques2ons
do
they
ask?
– What
type
of
tone
and
style
do
they
prefer?

12. Create
The
Right
Content
• Use
the
many
varia2ons
of
content
syndica2on
available
through
DSS
• Ar#cles
• FAQs
• Blogs
• Tes#monials
• Client
Results
• Press
Releases
• News
• Video

13. Content
Must
Always
Have
a
Purpose
Think
about
what
you
are
trying
to
accomplish:
– s
the
content
piece
designed
to
a0ract
leads?
I
– re
you
targe2ng
other
lawyers
with
the
intent
to
A
get
referrals?
– s
your
goal
to
build
brand
awareness
(and
yes...you
I
are
a
brand)?

14. Create
The
Right
Content
• 20-­‐50+
pieces
of
content
a
month
– Make
an
editorial
calendar
– Write
themed
content
• Let
influencers
and
experts
know
about
your
content!
– Maintain
a
database
of
related
websites,
so
that
you
can
pitch
your
“story”
• You
have
2
choices:
– Do
it
yourself
– Have
someone
help
you

15. Search
Engine
Op2miza2on
(SEO)

16. Search
Engine
Op2miza2on
(SEO)
• SEO
is
not
“ Top
Secret”
anymore
– It’s
just
tedious
and
not
very
exci2ng
– Know
where
your
perfect
client
resides
online
– Do
keyword
research
• What
are
your
perfect
clients
searching
for?
• How
are
they
describing
their
situa2ons?
– Good
Content
=
Good
Link
Building
– Community-­‐based
links
are
the
best
kind

17. Search
Engine
Op2miza2on
(SEO)
• Know
Your
Compe22on
– ow
many
links
do
they
have?
H
– ow
many
pages
are
indexed?
H
– ow
old
is
their
domain?
H

18. Compe22ve
Analysis

19. Local
Search
• A
big
por2on
of
the
search
results
page
is
dedicated
to
local
businesses
• Need
to
have
a
strong
local
presence
to
reach
your
online
community
• Google+
Local
lis2ng,
plus
the
equivalents
on
Yahoo!
and
Bing

20. Local
Search
• You
also
must
ensure
that
your
prac2ce
is
listed
on
local
directories
and
review
sites
like
Yelp.com.
Consistency
is
important!
• You
need
to
ac2vely
pursue
client
reviews.
• Yext.com

21. Social
Media
Develops
TRUST

22. Social
Media
Develops
TRUST
• Become
a
mind
reader
– Your
clients
will
tell
you
what
they
are
thinking,
feeling,
and
doing
on
daily
basis
in
their
social
media
– They
will
only
share
if
they
TRUST
you
• So
be
REAL
and
INTERACT!
• Gives
a
voice
and
personality
to
your
firm
• Connect
with
chari2es
and
non-­‐profits

23. Social
Media
Develops
TRUST
• 15
minutes
a
day!
• Improves
SEO
• Boosts
your
reputa2on
• Author
tags
are
a
huge
opportunity
in
Google
+
• The
journey
to
authority
starts
with
authorship!

24. Paid
Adver2sing…
Should
You?

25. Paid
Adver2sing…
Should
You?
• Pay-­‐per-­‐click
(PPC,
Adwords)
• Retarge2ng
• Banner
Ads
• Video
Commercials
• Offline
Ads

26. Paid
Adver2sing…
Should
You?
Tie
offline
paid
adver2sing
with
your
online
campaign:
– irect
perfect
clients
to
your
website
D
—ideally
to
a
specific
landing
page.
– romote
your
online
presence
in
P
newspaper
ads,
billboards
or
wherever
else
you
adver2se.

27. Measure
&
Improve
Your
A0rac2on

28. Measure
&
Improve
Your
A0rac2on
• Analy2cs/DSS
• Increase
web
visitors
with
more
content
• Increase
contacts
with
BETTER
content

29. Your
A0rac2on
Checklist
 Create
a
purpose
for
each
content
piece,
make
an
editorial
calendar
and
start
wri2ng.
 Review
your
current
SEO
efforts
and
fill
in
the
holes.
 Make
sure
you
have
claimed
local
lis2ngs
and
are
included
in
local
directories.
Encourage
reviews!
 Create
a
social
media
calendar
and
start
interac2ng.
 Iden2fy
possible
paid
adver2sing
opportuni2es.
 Measure,
analyze
and
improve.

30. Powered
by
• Add
and
update
a
variety
of
content
any
2me
you
want
• Built-­‐in
blog
right
on
your
site
• Built
in
“SEO”
• Easily
add
video
and
syndicate
to
YouTube
• Connect
Social
Media
– Author
Tags!

32. Web
Visitors
Into
Leads
&
Clients

33. Create
Content
That
Converts

34. Create
Content
That
Converts
1. The
“MAGIC
FORMULA”
starts
with
a
“provoca2ve
and
catchy”
headline
that
grabs
the
reader’s
a0en2on…
2. Informa2ve
and
interes2ng
content
that
answers
the
prospects
ques2on
and
prompts
them
to
do
something…
3. Provide
a
“Free
Offer”
rela2ng
to
the
content
that
requires
them
to
give
you
contact
info…

35. Avoid
a
BIG
Content
Mistake
You
are
not
wri0ng
for
Google!
You
are
wri0ng
for
your
perfect
clients.

36. Professional
Videos
For
Top
Content

37. Professional
Videos
For
Top
Content
• #1
reason
to
create
the
best
video
you
can
afford?

38. Professional
Videos
For
Top
Content
• Opportunity
for
clients
to
see
and
hear
you
• Answer
ques2ons
with
video
• Drama2cally
changes
“bounce
rate”
• 30
seconds
to
2
minutes
max!
• Become
a
storyteller
• Game
changer

39. Mobile
Search
is
Exploding

40. Mobile
Search
is
Exploding

41. Mobile
Search
is
Exploding
• Be0er
user
experience
– Increase
load
speed
– Enhanced
for
smaller
screens
and
touch
controls
• Poten2al
clients
are
only
ONE
CLICK
AWAY
• Integra2on
with
Social
Media
• Improves
your
SEO
performance

42. Apps
for
iPhone,
iPad,
Android

43. Apps
for
iPhone,
iPad,
Android
• Brands
your
law
prac2ce
– Creates
greater
visibility
which
strengthens
your
brand
• Access
to
a
tremendously
growing
market
– Average
user
has
88
apps!
• Engages
your
prospects
– As
long
as
you
provide
helpful
tools
and
informa2on

44. Apps
for
iPhone,
iPad,
Android
• Keeps
you
in
your
clients’
minds
– Compe22on
is
fierce,
your
past,
present
and
future
clients
are
constantly
being
seduced
– Every
2me
they
grab
their
phone
or
tablet,
you
will
be
there!
• It’s
just
REALLY
COOL
– How
many
lawyers
have
one?
– Stand
out
from
the
crowd

45. Apps
for
iPhone,
iPad,
Android
• App
Ideas:
– Call
911
– Locate
the
nearest
hospital
– Capture
details
about
the
accident
with
a
form
that
the
vic2m
fills
out
– Store
videos
and
pictures
of
the
accident
scene
– Offer
resources
and
2ps
for
people
who
are
injured
– Capture
recorded
details
about
the
accident,
so
all
the
vic2m
has
to
do
is
talk
– Call
a
cab
or
tow
truck
– Call
YOU
for
help!

46. MUST
HAVE
Compelling
Offers

47. MUST
HAVE
Compelling
Offers
• They
are
en2cing
and
hard
to
resist
– Who
doesn’t
like
FREE?
• Best
offers
are
books,
reports,
DVDs,
CDs
or
mobile
apps
• Important
to
be
relevant
and
answer
the
ques2ons
your
perfect
client
asks
• Explains
a
solu2on
to
a
problem
• Provides
a
benefit
to
the
person
ordering

48. MUST
HAVE
Compelling
Offers
• Need
to
be
designed
well
• Cover
and
2tle
is
CRITICAL!
• Have
a
perceived
value

49. Be
Ready
For
The
Intake
Surge!

50. Be
Ready
For
The
Intake
Surge!
• Don’t
freak
out
when
it
starts
to
work—that’s
the
point
of
all
this
marke2ng!
• Make
sure
you
have
the
following
in
place:
– Be
available
24/7
• Make
sure
someone
is
around!
– Immediate
lead
no2fica2on
– Built
in
follow-­‐up
campaign
– Track
your
calls

51. Measure
&
Improve
Conversion

52. Measure
&
Improve
Conversion
• If
you
are
not
taking
the
extra
steps
to
improve
your
conversion,
you
are
was2ng
money
on
your
Internet
marke2ng
efforts
• Shoo2ng
a
target
wearing
a
blindfold
• You
should
always
be
monitoring
your:
– Top
content
– Top
traffic
sources
– Keywords
used

53. Measure
&
Improve
Conversion
• What
to
do
about
high
bounce
rate
pages:
– Revise
the
page
2tle
– Examine
the
keywords
visitors
are
using
– Review
the
content
• Does
it
make
sense?
Are
there
typos?
– Add
a
video
to
the
page
that
answers
the
ques2on
– Reformat
the
page
to
make
it
more
a0rac2ve
– Add
links
to
other
pages
of
your
website
above
the
fold
– Include
a
call-­‐to-­‐ac2on
(free
offer!)

54. Your
Conversion
Checklist
 evelop
interes2ng
headlines
and
D
content
that
speak
to
your
perfect
clients.
 reate
videos
for
your
top
Web
pages.
C
 ake
sure
you
have
a
mobile
version
of
M
your
website.
 ook
into
crea2ng
a
mobile
app.
L

55. Your
Conversion
Checklist
 rite
a
book
or
develop
some
other
type
W
of
compelling
offer.
 e
ready
to
follow
up
with
perfect
clients.
B
 onfirm
that
someone
is
available
24/7
to
C
take
calls
or
engage
in
chats.
 et
up
call
tracking.
S

57. Retain
Clients
and
Get
Referrals

58. Retain
Clients
and
Get
Referrals

59. Customer
Rela2onship
Database
• Capture
EVERY
lead
that
comes
to
you
regardless
of
whether
or
not
he
or
she
is
an
IMMEDIATE
perfect
client
• Add
everyone
to
your
database—they
probably
know
someone
who
needs
you
• People
love
to
refer
their
friends
and
family
• People
respond
to
referrals
from
family
and
friends

60. Automa2c
Marke2ng

61. Automa2c
Marke2ng
• Create
campaigns
for
each
offer
• The
more
specific,
the
be0er
your
success
• “Drip”
campaigns
work!
• Best
clients
come
auer
doing
research
• Use
mul2ple
modali2es
– Email
(worst)
– Phone
(ok)
– Direct
mail
(best?)

62. Compelling
Direct
Mail

63. Compelling
Direct
Mail
• Oldest
and
most
effec2ve
form
of
successful
marke2ng
• No
one
reads
email
anymore
• Be
crea2ve
• Be
provoca2ve
• Ac2on
should
go
to
landing
pages/track
it
• Test
and
test
and
test
some
more

64. Create
Books,
DVDs,
and
other
Offers

65. Create
Books,
DVDs,
and
other
Offers
• Same
concept
as
before
• Now
you
have
them
interested
and
engaged
• The
more
specific/niched
the
be0er
• Create
offers
that
you
KNOW
your
perfect
client
wants

66. Create
a
Culture
of
Excellent
Customer
Service

67. Create
a
Culture
of
Excellent
Customer
Service
• A
2012
Pepperdine
University
study
proves
49%
of
poten2al
new
customers
would
not
try
a
business
without
a
credible
number
of
reviews
online
• Without
at
least
10
reviews
in
Google,
the
aggregate
score
is
not
published,
and
your
business
is
losing
customers

68. Create
a
Culture
of
Excellent
Customer
Service
• Why
posi2ve
reviews
ma0er:
– 0%
of
people
trust
the
reviews
9
they
read
online
– 8%
of
people
research
a
product/
7
service
online
before
purchasing
it

69. Surveys
&
Polls

70. Surveys
&
Polls
• Ask
your
clients:
– Why
do
they
love
you?
– Why
do
you
annoy
them?
• You
need
to
give
them
something
that
will
en2ce
them
to
“play
with
you”

71. Get
Involved:
Community
&
Charity

72. Get
Involved:
Community
&
Charity
• You
“Get”
what
you
“Give”
• Be
involved—for
real
• It
costs
more
of
your
2me
than
your
money
• IT
IS
THE
DIFFERENCE
MAKER

73. Your
Reten2on
Checklist
 Make
sure
you
have
a
system
that
is
capturing
every
lead
that
comes
to
you.
 Create
and
maintain
a
customer
database.
 Develop
automa2c
marke2ng
campaigns
for
each
of
your
offers.
 Incorporate
a
direct
mail
campaign
into
your
marke2ng.
 Use
a
survey
or
poll
to
improve
customer
service.
 Get
ac2ve
in
the
community...sponsor
an
event!