“Take up one idea. Make that one idea your life — think of it, dream of it, live on that idea. Let the brain, muscles, nerves, every part of your body be full of that idea, and just leave every other idea alone. This is the way to success.”
Swami Vivekananda (1863-1902) a famous Indian Hindu monk, a chief disciple of the 19th-century Indian mystic Ramakrishna.
What I’m about to reveal is perhaps the best kept ‘non-secret’ of the internet. Attorneys ignore it at their peril.Marketers ignore it because they are lazy.
I found out about it from a guy called Jeff. I haven’t met him personally, but like many others, I used his techniques to get extraordinary results. It turns out, it works better for attorney marketing than any other. More on that in a minute.
In 1994, Jeff was an ordinary 30-year-old working himself to an early grave on Wall Street. One Wednesday morning he got a research paper from one of the analysts at his firm. Inside of the paper it stated that internet usage was growing at 2,300 percent per year.
Jeff quit his job and started working from his garage. Within 2 months he was making $20,000 per week in sales.
He was obsessed with testing. He tested button colors, page layouts, text, images, how the users scrolled their mouse over his website, eye tracking tests etc.
Instead of taking a profit, Jeff decided to raise $8 million from Kleiner Perkins (a Venture Capitalist firm) in 1995.
By 1999 he was named Time Magazine’s “Person of the Year”. More recently, he was in the news for having a net worth of more than $100 billion. His little obsession with testing created Amazon.com.
On July 28th, 2017 Jeff Bezos said:
“If you double the number of experiments you do per year you’re going to double your inventiveness.”
In other words, the more you test and tweak, the better your results will be.
I’ve run over 5,000 marketing tests and experiments. Some of those tests would have 20,000 visitors thrown at them per day.
On top of that, we’ve also bought data from other people’s tests. I have an archive of over 1 million different advertising variations and experiments.
This is effectively the ‘get out of jail free’ card of the internet. It is a shortcut to success. It is your new unfair advantage.
You don’t have time to figure out what works and what doesn’t. You are an attorney, not a data geek who spends 8 hours a day looking at statistics.
When you have an ad running on Google and people click on it, the page the land on is referred to as a ‘landing page’.
Remember in the previous article, I showed you how the landing pages we use get anywhere between 300-1,300% more leads and clients than the industry average?
A big part of the reason is the ‘Problem First’ approach. Now within that approach there are thousands of different headlines, layouts, images, and colors you can use.
“After a few thousand tests we have found the following layout to perform the incredibly well.”
1. Problem focused headline:
We found that you get the best results when the headline confirms that the prospect is in the right place. For whatever reason, as humans, we’re constantly doubting whether or not we’re are in the right place.
You need to address that. In this example you can see that we talk about helping them with a DUI specifically. We do not say ‘criminal law’ or anything about the attorney. We’re jumping straight to the point on this one.
Remember, your prospect has a problem, and confirming that you can help them with that problem is your top priority. Shortly I’ll go into more depth into what makes a great headline.
2. Elaborate on the solution to the problem:
This goes directly below the headline. It talks about the solution to their big problem and the very next steps they should take. In every instance, the solution to their problem is YOU, the attorney.
3. Instantly know what to do to solve their problem:
The phone number is right at the top and quickly visible. To solve their problem, they either pick up the phone to call you, or complete the online form. So, by quickly skimming the page they’ll know exactly what action to take next.
In a minute I’ll show you what this looks like on a real page.
4. Scarcity:
This helps people to take action faster. It lets the visitor know that there is only one surefire way to get the best possible outcome. And that is to act quickly and be prepared. The quicker they act the more likely they are to come out on top.
People love to procrastinate. It is your job to ensure that they understand the consequences of doing so. The scarcity section outlines that.
5. Social proof or ‘other services’:
This section adds credibility in the form of testimonials and case studies. It reassures the visitor that you can indeed solve their problem. If you don’t have any testimonials, then you can list the other services you provide here.
Remember our article on reviews? They can make or break your law firm. Having some to place in this section demonstrates only one of the ways in which you can them.
6. Final solution section:
This section tells the visitor that the quickest and easiest way to solve their specific problem is to get in touch with you. It is the final call to action and plays on their desire to get things under control again.
One of the worst fear people have is for something to spiral out of control. We hear horror stories about legal problems that have piled up for people.
7. Double call to action:
This gives the visitor two choices. Either they can call, or they should fill out the online form. Both of them go straight to your office so that you can take on the new case.
Can you see how much attention to detail has been put into this layout? You can’t simply ‘guess’ what’s going to work and what you need to say.
You have to follow a specific formula that urges the visitor to take action. Experimenting and testing is the only way to truly find out what works.
Here is an example of what page would look like you
About a year before writing the very words on this page one of our tests threw up a new variation that gives us even better results.
By adding a brief article with useful information underneath the reviews, we found ourselves gaining even more trust with visitors. This pushed up the conversion rate and even lowered the advertising costs. Google rewarded us with cheaper clicks.
This page has all 7 elements the previous page has, but with content added below the three boxes.
People who are still unsure need more information, so we give it to them. This is a fantastic place to get rid of some of their fears.
Right next to the content you can see even more reviews. This reinforces their belief that you are the authority. You, and you alone, can help them solve this big problem they have.
Now, when it comes to attracting visitors who are reading the content on your page you need to be crystal clear on their next step.
Most attorneys understand that the legal process isn’t always easy,quick, or clear-cut.
And that’s fine, but you don’t have to throw it in your visitor’s face. Your visitor isn’t on this page because they are about to face all the legal challenges in the world.
They are on this page because they want to know what theirlegal options are. They need an attorney to help them figure stuff out.
And getting that help is easy, simple, quick, and painless. All they have to do is pick up the phone and the process has begun.
Here are some more examples:
Rapidly Take Complete Control Of Your Divorce Case
Get your FREE 1-1 consultation now so that you can get the best possible outcome for your divorce.
This tells the client that you are going to help them get control back in their lives, and you are going to do it quickly.
Most attorneys believe that the client is only satisfied once the case is done.
That is not true. Simply by outlining a plan for them, or a few options, they already feel at ease. Therefore, helping them to “rapidly take control” isn’t as far-fetched as it seems.
Here’s another example:
Rapidly Get Help With Your DUI Today
We’ll tell you exactly what to do next to get the best possible outcome. The quicker you get in front of the charge, the better your chances of getting out of it. So call us right now for a free consultation.
By simply picking up the phone and taking advantage of your free consultation, the prospect has already got some help with their DUI. That is as rapid as it gets.
By pointing out these ‘obvious’ perks in your advertising makes all the difference. The testing has shown it to be the case. The more obvious something seems to you the more likely it is you should point it out on your website.
People love being reassured that something will be quick, easy, painless, and worth their time. Picking up the phone to call an attorney ticks all of those boxes. The actual legal case might not be quick and easy, but calling you is. So, make sure they know it.
Most prospects procrastinate because they fear the overall process. They are out of the depth and they are worried about it. That’s why it is essential to make them understand how easy and quick it is to simply dial a number, or fill out a form.
Here’s one last example of a headline to drive home the point:
If You Or A Loved One Has Suffered Domestic Abuse Give Us A Call Today For A Free Consultation
Rapidly get help with your case from some of the best attorneys in California.
Everything is quick, free, and easy.
Got it?
Good.
However, things constantly change, which is why we keep testing and keep buying data. What works today may not work next month.
Let’s take a quick look at how you will use what we’ve learned so far to get new clients calling you up every week.
- You will focus on their problems, not your own achievements.
- You will use a landing page with a layout that has been tested.
- You will get them to understand that the next step is quick, simple, and solves their immediate problem.
Since you’re an attorney you may have guessed that there is more to it. And you are right, there is.
Most law offices’ advertising efforts are woefully inadequate. Don’t worry, the next steps are not difficult or complicated. They are simply some of the industry’s best kept secrets.
In the next article you’ll discover how you can lower your average advertising cost by 30-50%. You’ll learn how to bring back lost clients who have said ‘no’ without needing text messages or emails. And so much more.
Until then, you can schedule a 1-1 appointment with us so that we can help you to grow your law firm by clicking here.
Still not sure? No problem, here is one recent review from a trial boutique attorney in Arizona called Daniel:
In fact, why don’t you go to Google and type in ‘Big Mouth Marketing Scottsdale reviews’.
You’ll be confronted with over 70 reviews on Google:
And if that is still not enough for you, how about over 300 aggregated reviews about Big Mouth Marketing you can read here.
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