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4 WAYS YOUR
COMPETITION IS
SIGNING CASES
THAT
SHOULD BE YOURS
GRANT BROTT
Lead Consultant
@grantbrott
PAUL JULIUS
PPC/Focus Specialist
@pj_julius
MIKE ZELLMER
Director of Marketing
@michaelzellmer
TANNER JONES
VP of Business Development
@TannerJones_CW
We’re going to show
you strategies your
competitors may be
using—
and how you
can edge them out.
1. CONTENT
2. MOBILE
3. LOCAL
4. CONVERSION RATE
OPTIMIZATION (CRO)
C O N T E N T
They have more compelling resources.
“The message for content is
moving toward: ‘Go deep!’
Google is rewarding longer,
substantive articles and
website sections.”
Mike Dayton, J.D.
Manager of Content Services
Develop resource
sections that signal
your authority and
expertise in your
practice area, and
speak to the user’s
needs.
C O N T E N T
They appear in the right places.
“There is a great focus on the
user: understanding who they
are, what content they
consume, and how they view
it.”
Ashley Krohn
Outreach Specialist
Give your
audience your
best...
…and give it to
them where they
are online.
M O B I L E
They have a thoughtful mobile experience.
“Mobile technology is an
important tool that law firms
(and all businesses) use to
connect with their clientele. Not
just for lead generation and
online search, but also case
management, client payments,
and communication.”
John Damron
Senior Marketing Strategist
Deadline: April 21st
Responsive Design
Source: SmartInsights.com
80% of Internet
users own a
smartphone, and
smartphone
owners use them
to search the
Web 80% of the
time.
via SmartInsights.com
L O C A L
Their local offices stand out in search.
It is very clear to see
the firms that have
taken the time to
correctly list their
business and those
who haven’t.
FIRM A FIRM B
Consistency matters.
You cannot have
different, competing
versions of your NAP
(name/address/phone)
in local listings.
Lone-Star Law Firm, LLC
123 Main St., Suite 315
Dallas, TX 75043
1-800-LAW-FIRM
Lone Star Law Firm
123 Main Street
Dallas, Texas 75043
214-555-5555
“Listings with star ratings are
going to get clicked before
firms without those star ratings
that appear in search.”
Grant Brott
Lead Consultant
5 is the magic number.
“Competitors that run a heavy
organic/local campaign, in
conjunction with a paid
campaign, take up more real
estate and thereby get more
traffic and clicks. A multi-
channel approach wins.”
Grant Brott
Lead Consultant
C R O
Their strategy is engineered to convert.
What Can I Do About It?
1
2
3
What’s My Situation?
Who Can Help Me?
The Search Process
I was just in a car accident what do I do?
Which sites
are going to
win the click?
The ones that
provide value!
“You must get people where
they want to go.”
Paul Julius
PPC/Focus Specialist
Car Accident
Resources
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? ? ? ?
“Successful firms online
optimize data.”
Paul Julius
PPC/Focus Specialist
K N O W Y O U R U S E R
or
or
or
Giving your user the best
experience and clearest
path to conversion based
on how they prefer to
interact with your site
can make a big difference
in conversion rate.
A B
B
Immediate CTA
Contact Form Above Fold
Visuals Throughout
Simple Contact Form
Sending A Resource
Home With The User
Consultwebs.com/ WebMarketingAssessment
QUESTIONS
GRANT BROTT
Lead Consultant
@grantbrott
PAUL JULIUS
PPC/Focus Specialist
@pj_julius
MIKE ZELLMER
Director of Marketing
@michaelzellmer
TANNER JONES
VP of Business Development
@TannerJones_CW
OUR PHILOSOPHY
Consultwebs is the premier of provider of innovative online legal marketing to ethical U.S. law firms seeking growth and profit. We foster professional, long term relationships built on trust, integrity and quality. Our clients results drive our success.
consultwebs.com/
WebMarketingAssessment
