Your Unique Value Proposition (UVP) is how you answer “why you?”.
It’s how you convey your Differentiation.
Nowadays, you’re dealing with prospects who shop around, who compare, read reviews online, and create Excel spreadsheets listing and comparing the pros and cons of several lawyers.
Gone are the days when they’re happy to just ask a friend or relative for referrals, and, without doing any further investigation, they hire the referred lawyer on the spot.
More than ever, your marketing must create ways to give your prospects at least one powerful reason to choose you over the competition.
When you work with us, we make sure we help you create and strengthen your UVP, and then we communicate your UVP powerfully at every possible touchpoint.
The Page Bolsters Your Credibility
Nowadays, it’s no longer enough for you to be perceived as credible.
You must be perceived as more credible than your competition.
These are some of the ways Client Convert™ positions you as the superior choice:
- •Feature plenty of testimonials and/or reviews that convey not only the various client profiles you serve, but also convey the multi-faceted aspects of the value you offer.
- •Your UVP is not one-dimensional. You could have a UVP at the brand level, product level, prospect level, or process level. Client Convert™ conveys your UVP on all of these levels, whenever possible. We have our own process designed to first extract and then refine the value you offer. Then, we guide you through a process to help you amplify it. The result: when your ideal prospects hear your messaging, they perceive you as the one best suited to meet their needs.
- •If you can have professional photos and videos made for your website and landing pages, we highly recommend you do so. (This is up to you though).
The Page Captures Leads Effectively.
A lead magnet is a free (but highly valuable) resource that you can give to your prospects to convert them from website visitors into warm leads.
It must align with their pain, issue or question that they’re dealing with at that particular time in their life.
Examples of lead magnets you may want to use:
- •A webinar tackling a common issue.
(e.g., “Everything You Need to Know About Writing a Will”)
- •A free consultation.
- •A series of videos tackling the most important points they need to know if they’re involved in a criminal case (for example).
- •An online quiz that asks them several questions, and then produces a downloadable instant resource containing free, expert advice based on their answers. We can implement this in collaboration with you.
It Has a Clear, Prominent & Compelling Call to Action
Client Convert ™ orchestrates all the elements of the page towards its ONE goal: to get the visitor to take the desired action.
When it comes to Calls to Action (CTAs), it’s not about the font, button size and colour.
Our CTAs are effective because the prospects perfectly understand the benefits they will gain if they take the recommended action, they feel their pains and fears are understood, their questions and doubts are answered, they know what to expect, and so they move forward with confidence.
If landing page optimisation is of particular interest to you, read my detailed tips (featuring several case studies with “before” and “after” webpage results) about crafting high-converting Google Ads landing pages here: 7 Game-changing Lessons I Learned from Optimising Google Ads Landing Pages
8. Filter Out Unqualified Leads.
Increasing the efficiency of your sales staff is one of our performance goals.
We don’t stop at just giving you only highly qualified leads as much as possible.
In Part 1 of this series, we touched on how constantly dealing with unqualified leads can be a huge resource drain for your team.
If you’re employing highly qualified people to deal with prospects’ enquiries, then you’d definitely want to maximise their efficiency by protecting them from “undesirables” and time-wasters.
That’s exactly what we’ve designed our Client Pathway™ solution to do.
Client Pathway™ is a form system that helps you to pre-qualify each prospect by sending them through a strategic sequence of carefully crafted questions. Depending on their answers, your sales team gets to prioritise them accordingly. For example, let’s say you’re dealing with property law but not rental disputes.
We can make the form ask each prospect a question about whether or not their issue is a rental dispute. If yes, then we can knock them back and re-route them to more appropriate channels that could help.
Not having to deal with them saves you time and resources, and you get to speak only to those who are truly qualified or a good fit for you.
This is just one use case.
We can customise Client Pathway™ according to your purpose.
For example, we can use it as a quiz, and based on their answers, give them semi-customised answers and next step recommendations.
By getting them to answer certain questions, you gather even more intel about them that you can use to help them move forward.
How Client Pathway™ Can Benefit Your Prospects:
- •Guides prospects on what and how much information to provide.
(which is often an unknown and a scary experience for them).
- •Helps prospects benefit from your knowledge even before you make direct contact with them. Result: they see you as more professional and trustworthy.
- •Encourages leads to give more specific information (e.g., “describe your dispute in great detail”). Result: Builds trust + saves lawyers time when they call.
9. Track Your Conversion Actions.
Question for you if you have been investing in Google Ads for a while:
How much of the money you’ve been putting towards your ads has directly impacted your business growth, and by how much?
I mean accurate numbers, not guesstimates.
Proper tracking gives you a better understanding of the effectiveness and the ROI of your campaigns. Armed with this reliable intel, you’ll be able to confidently make wiser business calls and more profitable ad budgeting decisions.
That’s why it still shocks me every time I see how the Google Ad accounts I get to audit neglect this.
In my experience, over 71% of Google ad campaigns are either not tracking conversions, or they’re tracking some but they’re doing it incorrectly.
For law firms, examples of meaningful actions you should be tracking are form completions, phone calls from your website, sign-ups, calls from ads, contact us form submissions, and landing page submissions among others.
Doing so will allow you to know which exact search terms generate your best results.
Top Tracking Tips:
- •Set up Google Tag Manager
- •Connect your Google Ads with Google Analytics
- •Use call trackers (like Google call forwarding) to track phone calls.
- •Ensure you set form completions, email opt-ins, and online enquiries as conversion goals.
- •Set up Form Tracking.
You can do this with or without Thank You pages, or by using Events in Google Analytics
Because we treat your ad budget like it’s our own, we never do the “set and forget” kind of Google Ad management.
Get Your Free Video Audit.
If you’re unsatisfied with your current agency’s results or your campaign performance, get in touch.
We’d be happy to conduct a comprehensive audit of your current setup and send you our analysis and insights in a video format.
We’ll detail exactly what’s making you lose money, highlight the most profitable yet low-effort opportunities, and tell you how you can exploit them. Get your free video audit here.
And make sure you don’t miss our free ebook on ways you can double your qualified leads and open cases for your legal firm.
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Written by
Byron Trzeciak
Founder of PixelRush, Byron has spent over a decade mastering digital marketing. His agency has helped 200+ businesses grow, managed $10M+ in ad spend, and optimised 400+ landing pages. He shares hard-won strategies so you can skip the learning curve.
