Case Study: Building Traffic and Getting More Clients
Google is a fickle beast. Its inner workings are only somewhat understood, and anyone that tells you differently probably also has a bridge to sell you (or they work at Google). But in its good graces, it can deliver you lead after lead.
Attorney Ralph Somma came to JurisPage looking for a partner that could give him some strategy on how to build search engine traffic. He also wanted a website that would let him easily implement that strategy.
Content, Content, Content
We sing this note a lot here at JurisPage, but writing great blog posts is the most cost-effective way to get business from the internet. According to our study of our client websites, websites with 50 pages or more generated 497% more leads than websites with less than 20 pages. We’re talking 40, 50, sometimes even more leads every month.
Having joined the 50+ page club, Ralph is now reaping the benefits of having great website content and the fancy of the almighty Google.
So What Can You Do?
Assuming you have a website with easy blogging capabilities:
Write down 10 FAQs that you receive from clients
Write down 10 things that you wish your clients knew so they could better rationalize your fees
Write down 10 things about the law you practice that other attorneys should know but probably don’t
Create an editorial calendar with these 30 items, one per week
Finally, each week for the next 30 weeks, write one 500-word blog post on a topic from your editorial calendar
And, as you go, if new laws are passed, new verdicts are delivered, or other events happen that affect your area of practice, write quick 300-word articles summarizing those effects.
Also, break down your practice areas as specifically as possible. Personal injury law is not specific. Slip and fall personal injury is. Write a 500-word practice area page for each practice area.
Now, here’s an excerpt from an interview with Ralph:
How did you come across JurisPage and what made you go with us?
My wife thinks I’m obsessive compulsive. She’s half-right. I’m obsessive, not compulsive. I research everything to a fault.
I’m sure I found you through an Internet search. I looked at your website, looked at the websites you had, saw some samples, and was impressed.
Talking with Andrew, knowing that he was an attorney and had familiarity with what would be beneficial to a lawyer’s website was important. He explained the process to me and it, along with the pricing structure, was just right.
What were your goals?
I wanted to get something that was a real good-looking site and would be easy for potential clients to navigate and understand what it is that I do. I had to make a tough decision. As an employment lawyer I represent both sides. I had to decide: did I want to attract employee or employer contacts? JurisPage helped me with that decision.
What was the site design process like?
There was a lot of back and forth about the design in terms of the color scheme and layout and I appreciated that. I developed the content and you guys did the initial uploading. As I became comfortable with the site and the back end, I started to do the blogging on my own.
What is your blogging process like?
I’ve been using Evernote. I have a folder that’s loaded with blog ideas. If I come across an article, an idea, or judge’s opinion, I save it to Evernote and write a post later on it.
I’ve developed a schedule for blogging. I try to write a post that is apropos for the season that’s also relevant to my practice area. For example, in this holiday season, people are writing about holiday parties and employee conduct. But that gets disrupted if the DOL or EEOC issues a ruling. If that happens, we address it.
October is Breast Cancer Awareness month, so I focused on breast cancer awareness and accommodations, for example. Around Valentine’s Day I’ll write about dating in the workplace. For Veterans Day, writing about veterans rights.
And how do you use social media with your blogging?
Social media was at first foreign to me. I had a LinkedIn profile. Google+ was a mystery. I barely used Twitter. I followed a couple of hockey players. It was a huge learning curve, but you helped me through it. Now I hope I haven’t forgotten everything I learned!
When I blog, I distribute every post to each network using Hootsuite. There are different strategies for each network. For example, when you post on Twitter vs. LinkedIn there are better times or frequencies. I also use Hootsuite to re-publish articles that are related to labor and employment issues.
How has blogging helped you out?
Now I’m getting on average a couple of calls a day from the website and the JurisPage call tracking notifies me of where the calls are coming from. It has definitely improved since moving to JurisPage.
Today, Ralph’s website generates new potential clients every day thanks in large part to his blogging efforts.
Using the JurisPage blogging platform to blog about topics relevant to your practice areas can attract a ton of potential clients and make the phone start ringing far beyond just referrals.
Call today to find out how JurisPage can help you achieve these results (we even offer done-for-you blogging!), while making your life easier 800-863-7603.