Marketing Technologies for Law Firms : Seattle Legal Marketing & Technology Consultant : Heidi Sogn Consulting

 1. End Your Blog Posts with a Call-to-Action

Let's be honest. For most people in the law industry, the blog becomes the highest source of traffic. So why not take advantage of that to help turn prospects into clients. I often see law firms just putting a link that goes to some page that is normally bland (and usually hard to find), therefore, it never gets clicked on. Instead of wasting that great traffic, add a contact form at the bottom of each page, or if that's too bold for you, make sure that the link to your form is outspoken and really draws the users attention to that link after reading the article. Test different images and see what gets a better reaction. Blogs may be all about the content, so even if your new contact form drives away some traffic, it certainly will help increase the number of clients you get, which is what everyone wants at the end of the day.

2. Make Yourself Available

Even with that great form, some people will end up deciding that this is just not how they want to get in contact. Make sure to list your phone number (office at the least and even a direct line helps get people to call and shows that you care to take time for them), and your email address at the top of your form. This will show people that you are always available to help them.

3. Forms - Easy and Easy to Find

NEVER, NEVER, NEVER, ask for more information than you need! That is the simplest and easiest way to put it. You'll want to make sure to require just enough information that you don't get poor leads, but don't require so much information that you will turn all the good leads away. I know that I hate filling out tons of contact information on someone else's site, and if you do too, why would people will want to spend tons of time filling out your contact info?

Also, forms should be everywhere so that it's easy to find. My buddy's va loan site was able to increase his lead volume without any increase in his traffic so I thought I would try it out and it has done wonders. Just make sure that the form is linked to in a few different ways to engage the user on every page they go to and you will definitely see increases in lead volume.

4. Leads are a Tote, Auto-responder is Easy

If you're getting enough leads so that it's impossible for you to keep up, use an auto-responder. Using an auto-responder helps keep leads fresh and lets you not have to make calls as leads are coming in, so you can have time to do work and actually make money. Just have an auto-responder send a quick note back to the person a few minutes after they fill out the form and that person will be more likely to use your services.

5. Repeat, Using Google Website Optimizer

You're probably already using Google Analytics, so why not use another free tool they offer? With Google Website Optimizer tool you can test to see which layout helps to bring in the most leads and it also gives insight on other neat options. Go through Google's tutorials and see for yourself how powerful this tool can be. The key. though, is to always be testing, because every site has room for improvement. Also, since people change, what they like from a website will change as well, and this tool will be able to help you determine what they want the most out of your site.

This guest post was written by Kevin Kaiser of SuretyBonds.com, a surety bond only agency specializing in the notary bond and the auto dealer bond