Imagine you go into the office in the morning.
The phone rings and your secretary picks up.
It is another client asking for your legal services. And then later in the day, when you break for lunch, you notice the phone rings again.
And again, and again…
Well, as you are reading the very words on this page, this scenario is happening to a select number of Attorneys in California.
For example. The image below shows the number of inbound phone calls for a criminal attorney based in California:
This is coming from a single webpage. I’ll show you the layout in a minute.
Every single weekday, this attorney’s office gets a call from someone who needs their help.
Here’s another example:
That’s an average of 2-3 calls per day from one specific webpage.
After generating more than 1.4 million leads, running over 100,000 ads, and 5,000+ marketing tests, I want to give you an exact guide to growing your law firm in California.
Step 1: Take control of your income as an attorney
First, you need to take control of how many clients you get, and how fast you get them.
The simplest way to do that is via advertising…
STOP!
Before you close down this page, know that this advertising is radically different to what most attorneys out there are doing.
I am talking about trackable advertising, where you’ll know exactly how much extra revenue you’ve made because of the dollars you’ve spent.
For every $1 in advertising you should get back $5-20 back in client revenues.
I say that because I have seen it happen hundreds of times.
While you are reading this article, there are attorneys who regularly pull in fresh new clients from the right kind of advertising.
They literally control their income.
They can decide whether or not their law practice grows, or stays the same.
The question is, are you willing to spend money to make money?
If the answer is yes, then I must congratulate you. You will be in the top 1% of legal earners in California.
Most attorneys believe that higher fees, and more clients will simply fall into their lap.
Since you are reading this article, it demonstrates that you understand how competitive it is out there, and you need an edge to win.
Step 2: The most profitable areas of law
When it comes to advertising your law firm, there is some low hanging fruit.
I stated earlier that we’ve run over 5,000 marketing tests and 100,000 ads.
So every single area of law under the sun has been tested. All of them are profitable to a certain extent, however, there are a few that consistently CRUSH IT.
Let’s dive in.
Each area of law solves a specific problem.
And each problem has a specific level of urgency associated with it.
So, the more urgent the situation, the more likely someone is to pick up the phone and call an attorney.
One example is criminal law, and more specifically, DUIs.
California has some pretty stiff penalties and your prospect has to act quickly.
Therefore, targeting your advertising to people who have just been charged with a DUI is an excellent way to keep the phone ringing with paying prospects.
The same is true of personal injury.
There is an urgency behind it, because of the rewards involved.
Family law is another one. When it comes to adoption, custody cases, or divorces, the prospects would like to move quickly.
The same goes for immigration law. Prospects need to jump into action.
Compare that to estate planning. Some prospects take YEARS to make their decision. Most procrastinate forever.
So, to sum it up… the most profitable areas of law are Criminal, PI, Family, and Immigration.
This doesn’t mean it doesn’t work for other areas of law. Far from it.
What I am about to reveal in this article works for EVERY area of law. Some simply work better than others.
Step 3: Marketing your law firm is vastly DIFFERENT and here’s why
The first thing you need to realize is that attorneys (a.k.a. you) are different to other businesses.
What works for the average business owner/entrepreneur does NOT work for lawyers. Period.
In fact, if you tried any of the marketing or lead generation tactics that most other businesses use they would flat out fail.
And I’ll tell you why in a minute.
Because you do not fulfil the same role as other companies.
Most businesses fulfil some kind of desire.
People have a desire to go out to dinner. It is something they WANT to do. They also have a desire for a new car… people LOVE buying cars.
They have a desire for a bigger house, a better school, and they have desire for good coffee.
Most businesses out there are easy to market. They simply have to remind the people of America about what they already want.
It doesn’t work like that for attorneys.
Nobody has a burning desire to get into a legal mess.
Nobody relishes spending money on an attorney. Well, certainly not as much as they look forward to spending money on new clothes or a flat screen TV.
So if you do not fulfil a desire. What is your purpose?
Your purpose, as a lawyer, is to solve problems. BIG AND SERIOUS PROBLEMS.
You solve some of the biggest problems people will ever face.
To you it might just be another day at the office, but to the people who hire you – it is a very big deal.
And your law firm marketing needs to reflect that.
I call this ‘The Problem First Approach’.
And it works very well…
These are the stats for the last month for an immigration law office.
They are an Los Angeles based firm.
That’s an average of 3.4 inbound leads per weekday asking to hire them.
All from a small mini-website that focuses on one problem.
Step 4: The leads multiplier
Most lawyers will market themselves like this:
“Hey, I’m John Doe and I have been practicing law for 25 years. I specialize in these 17 areas”.
You and I now know that this is horribly wrong.
The hard truth is that prospects don’t really care about you. They only care about themselves and their problems.
And by focusing on that, something amazing happens.
Not only do you get more leads, you can generate 5-20 times as many as the market usually allows.
I call this the ‘Leads Multiplier’.
Here’s how it works.
Make a list of the areas of law you practice. Let’s say you do the following:
- Bankruptcy
- Family law
- Guardianship
- Probate
Each marketing campaign should only focus on one area of law. So for this example lets pick Family Law.
Then, list down all of the real problems you’ll solve.
And just like that, a single area of law has just become 4 times as powerful as before.
It pulls in leads from 4 separate angles which focus on people’s problems first instead of just one.
Now imagine doing that with every area of law.
Do you see how your marketing can be 5-20 more effective by using this approach?
Step 5: The leads multiplier
Have you ever struggled to turn your online traffic into a solid lead or inbound phone call?
I bet you have. And it isn’t your fault. I literally tested 5,000 variations of landing pages to find the one that works.
This was a huge challenge because I didn’t want to test “how many” leads the page generated, but rather “how much revenue” each page produced.
So we tracked and tagged every user into a CRM and measured the results.
5,000 variations later we have 3 templates that outperform all others by a huge margin.
Below is an outline of one of them:
We typically see a 700% increase in the number of leads from this landing page than from a typical attorney website.
That’s why my team has created a bunch of these templates ready to deploy.
Can you guess what should be on that page?
I’ll give you a second.
Yep, you need to let them know that you will solve their problem.
The landing page itself should only focus on one problem.
IMPORTANT: Even though this is a high converting landing page, 80-90% of the visitors will still say “no” to your offer to help them. You need to use a very specific piece of content to get them back. More on that in a minute.
If you’d like my team to implement this for you then schedule a 1-1 appointment here.
Step 6: Where should you advertise?
Now that you have a way to capture leads with a highly effective ‘problem first’ approach, you need to find people with that problem.
Remember, your landing page and angle is going to be infinitely more effective than anything else in this market.
So you can afford to buy traffic, knowing that every $1 you put in will bring back $20 in clients.
All you have to do is put your new landing page in front of the right people with the right problem.
Luckily there is a place people go to search for answers to pressing problems they face.
And it is called Google.
I know… I know…
You’ve probably tried Google before and it was either too expensive or it didn’t work.
Yet, I bet you’ve never tried Google ads using this meticulous approach before. You can literally write your own ticket and grow your firm as big as you want it to be.
Let’s pretend I got a DUI and went to Google to look for a solution to this problem I have.
I came across these two ads. Have a look at the first one:
What’s wrong with this picture?
Well, the top one is what most lawyers do (a.k.a. your competition).
It states “Criminal Defense Attorney: Get Aggressive Representation. Available 24/7 – Free Consultation.”
Firstly, I am not looking for a criminal defense attorney. I am looking for someone to help me with my DUI.
Remember, as a consumer I am only interested in myself and I cannot see past my own problems.
The ad that is crystal clear, when it comes to my problem, is the one that is going to get my attention.
There are a few more issues with that ad, but that’s the biggest.
Now, lets have a look at this ad:
Firstly, it speaks to the problem I am having.
“I have a DUI and this is a DUI attorney. Great!”
Never underestimate the power of specificity.
Even though a criminal attorney deals with DUIs, don’t assume that the prospect knows this.
The next part of the ad is even better: “Former Prosecutor Specializes In DUI Defense. Free Consultation.”
That implies that this guy knows how people get out of DUIs. He’s a specialist and a former prosecutor – he knows all the tricks.
Do you see how this will put the web visitor at ease?
Remember, even though you’ve done all of the right things, the majority of people still won’t become a lead.
That’s because people like putting stuff off. In the next section I am going to show you how to get the people back who initially say “no”.
Step 7: 80-90% will say “No”: Here’s how to get them back
This is one trick that I don’t see anybody using. I was even contemplating on whether or not I should include it – it is that powerful.
Smart marketers and the lawyers who hire them will do the things I have mentioned in this article.
And they will gain huge success because of it. After all, only 0.1% of lawyers actually implement the stuff I’ve been talking about.
Yet, there is one more thing you could do to surpass even them.
Just imagine being the lawyer that has a consistent lead flow of paying customers who love and respect you.
It’ll be pretty great, right?
Well, simply copy this approach.
Once somebody visits Google and searches “I am looking for a [blank] lawyer” and they click on your ad, you know that they want and need a lawyer.
Why else would they stop binge watching Netflix to search for something that they have no real desire for?
Bingo! They have a problem that needs solving. And Google was their answer.
Just because the user doesn’t respond to the “sales pitch” in your ad doesn’t mean they don’t need a lawyer.
It simply means they need to wait a little bit.
They either got distracted or they get nervous talking to a lawyer (this is actually the #1 reason for a delayed inquiry).
In the past you would have paid for that click and lost them forever. By the time they feel like contacting you again they have forgotten who you are.
Instead they will go on the recommendation of a friend.
So here’s what you do to make sure that never happens.
Now that you know that person is interested in finding a lawyer, and you know they are on the fence, you can send them something a little different.
When they visit your landing page you can ‘tag’ their browser.
This allows you to place ads in front of them throughout the next few weeks.
Have you ever been followed by those annoying retargeting ads after you have visited someone’s website?
Yeah, I hate them too.
This is like that, but instead of annoying them with ads, we’re going to smack them in the face with information that helps to alleviate the problem they are facing.
We’re going to do this by posting an article in their Facebook newsfeed.
Here’s a quick example.
I go to Google and type in “I need a DUI attorney”.
I get cold feet for some reason and decide to watch cat videos on Facebook.
Next thing I see is this: “4 Crucial Things You Must Do To Get Out Of A DUI”.
It is an article in my Facebook newsfeed.
Here’s an actual example of one popping in my newsfeed:
Imagine you just got a DUI and that popped up on your favorite website?
Would you click on it?
Absolutely.
This brings people back to your website… not in the form of a sales pitch, but as a problem solving article. I call these “Passive Return Agents”.
Now imagine you hit someone with a new article every single week.
When they finally give in and are ready to call a lawyer, who do you think they are going to call?
A DUI is a fairly urgent thing. A client can’t put it off too long. So one article should do.
But what about a divorce case?
People can dither about whether or not they should get in touch with you for months.
You can push out helpful articles to them every single week for 6 months.
That literally gives you 26 more opportunities than you would have had before.
That increases the odds of you getting their case 26 times.
Powerful stuff, right?
Are you starting to see how you are able to become one of the most successful attorneys in California?
It isn’t as difficult as you have been lead to believe. I only say that because I have seen it happen.
Step 8: How To Become More Affordable WITHOUT Lowering Your Fees
In fact, you can even raise your fees with this one simple trick. More on that in a minute.
Attorneys are expensive for the average person, as you should be.
Everything you went through to get your license, all of the books you’ve read, and the cases you’ve taken on means that you are worth every penny people pay you.
However, you are still expensive for the average person.
You’ve probably come across this objection time and time again: “I can’t afford it”.
So you extend terms and collect payments.
Did you know, that you don’t have to do this?
Did you know that the most successful attorneys in California never offer ‘terms’, and they always get all of their money up front?
And to make it even more sexy, most of their clients can afford it.
They do it by using a clever financing trick that follows all the rules of the American Bar Association.
A lot of successful attorneys are using it. Here’s how it works:
1. First, find a lender who is willing to lend to people with a credit score of 600 or more.
2. The client applies for the loan.
3. The lender sends them the money, and the client then decides to pay you, or use the cash for something else.
Since your client can technically use the money for anything, paying you doesn’t violate the rules.
Imagine what would happen if your hefty legal fees, become affordable monthly payments?
There are attorneys who have seen their bottom line double because of this one simple change they’ve made in the way they charge clients.
Let’s say you’re after a DUI client.
And you charge $7,500 for your services.
And the client is offered a monthly payment plan of $125+ interest.
How much easier do you believe it will be to turn that prospect into a client.
And you get the $7,500 up front. No delayed payments, no chasing clients, and no worrying.
If you’d like to talk to us about setting this up for you, click here to schedule a time to talk.
We’ve done it for several attorneys, especially in California.
Step 9: Raising Your Fees
You may, or may not, hate the idea of raising your fees. However, the most successful lawyers know that it is in their client’s best interest to do so.
Why?
Firstly, by using the financing trick I explained in the previous step, you can still be incredibly affordable when you raise your fees. You’ll most probably still get more clients than your cheaper competition.
I’ve seen it happen many times.
Secondly, the movies have done all the hard work for you.
Everybody knows that the best attorneys are the ones who charge more. And by offering them an affordable way of obtaining your services, you’ll see your closing ratio increase.
A.k.a. more clients for you, at higher fees.
Thirdly, it is in your client’s best interest.
You will be able to provide the best possible service, because you’ll have the resources needed to do it.
By charging rock bottom prices, you cannot afford to spend a whole lot of time on your client’s case.
If something happens that requires special attention, you’ll struggle to cope if you’re charging low fees.
Step 10: Putting this into action so that you can rapidly grow your law firm
There is a lot of information in this article. So I congratulate you for having the commitment to read through all of it.
You obviously care about growing your law firm.
Being in California puts you in a great spot to do that.
And now you are faced with 2 options.
Option #1: Ignore what you’ve read and continue along your way.
Many attorneys will choose this option and that’s totally okay.
And if you want to be part of a group that is just ‘okay’, that’s up to you.
Yet, if you want to be part of another group of attorneys who control their income and decide how big their firm grows, then you probably should go with option #2.
Get my team to implement this entire strategy for you.
All you have to do is schedule a 1-1 appointment with us by clicking here.
We’ll tell you exactly what steps you need to take to rapidly grow your law firm, and go over the pricing.
Smart and growing attorneys are with us right now, while you are reading the words on this page.
So go ahead and join them by clicking here.
I’ll see you on the inside.
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