How lawyers can add $1M in new files to their boutique law practices in the next 6 months or less.

McLeish Orlando Personal Injury Lawyers

“In the 2 years we have been working with Soulpepper we have seen noticeable results in both the organic and paid traffic to our website.
The team is responsive, professional and creative in their approach to digital marketing. Through their help we have developed processes to better report and analyze the data, ultimately providing transparency in our digital marketing spend. Soulpepper has become a natural extension of our marketing team and a partner we trust and rely on.”

Mara Di Camara, Head of Marketing

Results

Leads Generated:

Increased by 68%

0%

Conversion Rate:

Increased by 80%

0%

Cost per lead:

Decreased by 20%

0%

Organic Leads:

Increased by 214% year over year

0%

Organic Traffic:

Increased by 50% year over year

0%

Organic Impressions:

Increased by 50% in a few short months

0%

The figure above depicts the growth of one of our customers, McLeish Orlando, Canada’s highest winning Personal Injury Law practice. Notice the conversion rate increase of 80%. The above combined for 1268 Leads and nearly $20M in retained files in under two years.

Baker and Baker Family Lawyers

Results

Leads Generated:

Increased by 97%

0%

SEM Traffic:

Increased by 277%

0%

Cost per lead:

Decreased by 89%

0%

Organic Leads:

Increased by 11% in a few short months

0%

Organic Traffic:

Increased by 15% in a few short months

0%

Organic Impressions:

Increased by 12k in a few short months

0k

The figure above depicts the growth of one of our clients, Baker and Baker Family Law, a major family law practice in Toronto. Notice the leads generated increased by 97%. When we took over, they were treading water. Four months and over 500 calls later, we added nearly $3.75M in new files to the firm.

Nirwan Law Corporation

“The Pay Per Click Campaign started converting really quickly… We get 25-30 extra leads a month with really good conversion rates of 40%-50%…My site is organically one of the TOP sites googled for Personal Injury in my area…I would recommend Soulpepper for sure for marketing.”  –  Harp Nirwan, Owner

In the above testimonial and video, you can see that Harp learned nothing about sales and marketing in law school. He was at a loss for what to do.  After building out funnels for Harp, he added $200,000 in new files in 30 days.

Gates Criminal Law

“I started working with Soulpepper, as I needed help marketing my new criminal defence practice. Immediately after they launched my ad campaign and the new landing page, the number of inquiries that came in grew exponentially.

They took their time to make sure they understood what my needs were as a criminal lawyer and highlighted the aspects of my practice that separated me from other lawyers. This is something I was never able to do on my own. The setup process was painless and they’re always available to answer questions when they come up.

My business is thriving because of the work Soulpepper has done for me. I would recommend them to anyone who wants to increase their client base.” – Kelly Gates, Owner

Kelly Gates was a brand new criminal lawyer with no idea where to start.  After taking her on and building out her funnels she added 30 new leads and $150,000 in new files in 60 days.

Omni Law Group

“ I have worked with Several Digital Marketing agencies over the last few years and Soulpepper stands heads above the rest. They have been great to work with.  My interactions with my account rep have been excellent. They stay on top of our account like no other reps I’ve ever worked with and it’s been an absolute pleasure. We’re opening a second location and increasing our spend with soulpepper is a no brainer. Thanks!!” – Vaneet Sangha, Principal

We are extremely proud of the work we did for Omni Law Group. Our efforts led to 792 leads resulting in $2.7M in new files in under 24 months.

Highland Law

“As a first time business owner, I decided to hire Soulpepper as our online advertising company. I met with them at my office and found them to be very upfront and informative as they answered all questions that I had. As someone with zero experience dealing with SEM and internet ad marketing in general, they have been extremely helpful in making sure I understand everything…

We are about 2 months in now and I couldn’t be happier with the results. Business has been going very well thanks to our advertising campaigns. Continuing my relationship with Soulpepper going forward is a no brainer!” – Jaspal S. Bal, Principal

As you can see above, Jaspal was just starting his firm and was in need of help. In two months, we added 71 qualified leads and nearly $600,000 in new case value.

Monkhouse Employment Law

Timeline 19 months
Leads 2643
Lead to Customer Close Ratio 10%
Total Estimated New Clients 264
Average Legal Fees Billed 10,000.00
Total Legal Fees Billed 2,643,000.00

Who is this for:

  • Family, Personal Injury, Criminal, Wills & Estates, Real Estate, Corporate and Business Law, Civil Litigation, Immigration, Employment, and IP Law
  • Barristers or Solicitors
  • Lawyers who are brand new or just going out on their own.
  • Firms who already have hundreds of active files and want to systematize their client acquisition.
  • Lawyers who have been burned in the past or are afraid to invest money on expensive consultants and agencies who over promise and under deliver.
  • Firms worried about losing their partners and lawyers going out on their own or joining up with competitors because they cannot drive enough business to feed them.
  • Young lawyers who want to add millions of dollars in files very quickly.
  • Seasoned lawyers who recognize marketing has changed and want help getting up to speed.
  • Lawyers who are feeling tired of 80 hour work weeks and are fearful of taking a break because the business will go down.
This is NOT for:
  • Crown Prosecutors or Public Defenders
  • Beginners who are looking for a ‘get rich quick’ thing.
  • Super Skeptics. It’s okay to be skeptical and to seek logical arguments, but coming in with a poor attitude won’t help you very much.
  • Complainers and negative energy people

If you are one of these people,  sorry this isn’t for you.

My core concept is that law firms fail to grow not because they do not use Google or Facebook Ads, SEO or write content on their blogs, but because they fail to combine them all into one cohesive file acquisition strategy. The power of a file acquisition strategy comes from layering multiple online marketing activities on top of each other to form a funnel.  We’ve dedicated the last few years to solving this problem and perfecting sales funnels for law firms.

BACKGROUND ON SEAN JIMENEZ  AND SOULPEPPER

Hi, I am Sean Jimenez.

In my early 20s, I graduated with a degree in Commerce and Business Administration and decided to take a job at one of Canada’s top Martial Arts Schools, Champions Martial Arts Academy in North Vancouver.  Having played soccer and being part of the track and field team at university, I was fairly athletic which made it an easy transition into martial arts.

I assumed the role of Program Director at Champions and was responsible for sales and customer relations.

I was naturally good at sales. My father was a travelling chemical salesman in the Caribbean in the 70s, and he taught me a thing or two about sales.

In my first year, I closed $2.3M in business at the academy by myself.  That was a new record.

Being young, having early success and not feeling challenged, I was ready to try something new. Sensing this, the owner offered me something I could not refuse. The General Manager had just resigned, so he offered me the position with a brand new 5 series BMW as a signing bonus.

At 23, that offer looked pretty good, so I accepted.
I immediately started to put my business degree to work implementing systems, checklists, and procedures.
Over time, I noticed that walk-in traffic and leads started slowing down (this is what the previous General Manager had been doing). As this was a small business, there was no real training for me on how to do this which resulted in leads and sales slowing down.
I remember my mentor (the owner and headmaster) telling me in his Persian accent, “You need to do marketing!”
So I opened my textbooks on marketing and did what I learned in college, I built a marketing plan.
I drew up a SWOT analysis and started to do target market research, just like my textbooks said….
My marketing plan was starting to look good. I could taste the new sales coming in. It was going to be GREAT!!!!

Once my plan was done I implemented it, and…………

NOTHING!

Turns out, a SWOT analysis doesn’t do a damn thing for generating leads for a local business…
I remember feeling so frustrated and confused about what to do.
I felt like giving up….

Then one of my good friends Fabio Leopoldo (a Brazilian Jiu-Jitsu World Champion) invited me to go to this seminar in LA. I was super skeptical about it, but it was in LA, so I thought at least it would be hot down there.
The seminar was at the Hyatt at LAX hosted by a guy named Lloyd Irvin.  He was teaching a blueprint marketing system, where he was layering different online marketing strategies together to form funnels and help martial artists grow multi-million dollar schools.
He talked about things like SEO, blogs, news sites, lead capture, email autoresponders and pay-per-click marketing.
I took frantic notes and literally didn’t sleep for two days full of excitement.
I came back home and implemented that same marketing funnel strategy I learned at the seminar at my school.
I purchased multiple domains about kickboxing, karate, self-defence, and martial arts and started writing content and building links. I optimized all of my websites and bought online ads. I made sure to capture all of those leads and then send them automated email follow-ups.

And……………….. IT WORKED!

We ended up being #1 on Google for all our key terms and the phone started to ring again.
The school grew by 100 new families in one year from these strategies alone.
Because of this, my mentor, who also owned a software company helping other school owners manage their business, asked me to help him and his customers with marketing.

I ended up travelling all across the USA teaching marketing strategies to martial arts school owners.
Many of them were professional UFC fighters.
I can vividly remember taking the Acela Express train from Philadelphia to Boston to teach Kenny Florian marketing. Then hopping back on the train to New York to teach UFC Champion, Matt Serra, the same.
It was a lot of fun and an awesome experience.

After 10 years in martial arts, I was ready to try something new.  I wanted to apply what I learned in my martial arts school for other business owners.
I decided to start my own marketing agency, Soulpepper.
One of my first clients was a personal injury lawyer named Harp Nirwan. He was young and hungry like me and said “Sean I trust you, just do what you think works best”.
I threw everything I learned at creating Harp’s funnels, and within 60 days we were literally lining up new clients into his firm. The campaign worked so well, he had to hire other lawyers just to handle the influx of business.

Fast forward to today, and now I help thousands of lawyers and attorneys across North America grow their businesses through funnels. I was so successful at this, my bootstrapped startup competed against venture-backed marketing companies and we earned the 5th fastest growing young company award for marketers in the nation award in 2017.

Here I am with Matt Serra in one of his Academies in Long Island New York.

Here I am with Matt Serra in one of his Academies in Long Island New York.

Here are some of my other credentials:
  • Owner & President, of Canada’s largest Martial Arts Academy –   10 years
  • Helped over 5000 clients as the Head Consultant and Director of Marketing for Small Business Marketing Software, PerfectMIND and ChampionsWay.
  • CEO & Founder, Soulpepper, which I bootstrapped to $2.25M in under 24 months. 27th fastest-growing young company in the nation.
  • Made $868,733 in my First Full Year of Business through Digital Marketing.
  • Helped hundreds of lawyers grow their practice by implementing our system. Firms focused on Personal Injury, Family, Criminal, Business, Real Estate, etc.
  • Part of the Google Executive Advisory Council.  Google asks me for my feedback directly on their new products and services.  I teach at their head office.
  • Spend over $20,000/year learning Marketing, Sales and Business strategy which I share with you.

Here I am teaching marketing and funnels to lawyers and attorneys at Google’s headquarters.

Here’s Our Battle-Field Tested Foundational 6-Step Method That Has Been Rapidly Acquiring high-value files for Law Firms Across North America.
1 –  Use A File Acquisition Funnel

For lawyers who recognize they need to move past referrals to grow, they often use a “Typical Legal Marketing Method”.

  1. Word of Mouth traffic. This is limited to the current awareness they have in their community.
  2. Referral traffic, which comes from other law firms they have built partnerships with.
  3. Paid traffic. Lawyers will pay for some level of advertising or SEO. This could be local newspapers, magazines, or even social media or Google Ads.

The three types of traffic listed above end up on the lawyers’ website. It is then the website’s responsibility to “encourage” the browser (person) to pick up the phone and call.

This is called Conversion. Conversion rate is the percentage of people that call you after visiting your website.

Because the standard website is not optimized for conversion, very few people call to book a consultation. Everyone else abandons the website, or the phone call, and never comes back.

The lawyer using a “Typical Legal Marketing Method” has no plan at all.

Above is an illustration of what I call the “Typical Legal Marketing Method”.

OLD RESULT

Word of mouth traffic is limited and thus nearly impossible to scale.

Because the website is general, it groups all types of traffic into one bucket with one message. Very few (typically less than 1%) of website visitors pick up the phone and call.

Different phases of the buying process are ignored.

Leads (those interested but not quite ready to buy) are not captured and therefore lost.
Prospects (those ready to buy) do not see a clear call to action (CTA) and also leave.

Because there is no mechanism to bring leads and prospects back, much of that traffic that was marketed to never comes back.

Very few if any customers come from the website often resulting in negative or low return on investment (ROI), wasted energy and bandwidth, feeling lost and discouraged.

NEW WAY: Introducing the File Acquisition Funnel. 
Traffic + Convert + Nurture = Sales

Unlike the Typical Legal Marketing Method, a File Acquisition Funnel separates the destination of different traffic sources.

Word of mouth traffic, referral traffic and SEO traffic is pushed towards a dynamic website full of helpful resources for leads and prospects.  These resources help answer questions and allay fears of the reader, and build authority for the lawyer. Calls to action support the need for prospects to get what they are looking for quickly.

The resources and calls to action “prime” leads and prospects. This priming has compounding effects:

First, more prospects will call you (higher consultation booking rate).

Second, more consultations will turn into paying files (higher close rate).

Paid traffic (advertising) gets directed to a conversion focused landing page. This is a dynamic stand-alone “mini-website” which is tailored exactly to what the visitor searched.  It changes depending on what the person searched or what ad they clicked on.

The result is prospects booking consultations faster.

The leads that are not ready to book a consultation are never forgotten. Notice the elimination of the garbage can.

Lead capture technology captures the leads that are still in the discovery phase and need a bit more convincing that they should choose you for their legal needs. A lead’s name and email are captured by offering special resources like webinars, ebooks, or supported case material.  This is done on both the website and the conversion-focused landing pages.

From here, all leads (email addresses) go into a lead nurture workflow which automatically follows up via email.  These emails provide unique useful insights (UUI) and drive leads back to the resource centre which continues to prime them.

In the above diagram, you can see the outline of a File Acquisition Funnel. A complete plan for getting new files for your law office or firm.

NEW RESULT

The result is all leads who were previously lost in the typical file acquisition strategy, turn into prospects, book consultations and turn into active files without the lawyer ever spending another dollar on advertising or SEO.

  • Higher lead capture rate
  • Higher lead to prospect conversion rate
  • Higher consultation to sign up rate
  • More new files closed
  • More new file revenue created
  • More freedom
UUI

Below is an example of a lawyer who switched from a Typical Legal Marketing Method to a “File Acquisition Funnel”. On the left, the lawyer used to run ads to a very generic website.  The result was almost no calls from the website. The figure on the left is a conversion-focused landing page with target ads running to it. The result was a 40%-50% visitor to consultation booking rate.  (see figure below)

The above figure shows the effect of changing the landing page experience for Nirwan Law Corporations paid traffic.  The figure on the left was his original website which converted less than 1% of visitors into consultations.  The figure on the right is a dynamic landing page that converts 40-50% of visitors into consultations.

CONCERNS

A File Acquisition Funnel seems like a lot of work. I don’t have time for this.

If you were to do it manually, yes it would take time.  But there are many technologies and services out there you can plug together to get it up and running quickly and effectively. The result is very little time investment from you.  With the above funnel, you can easily plug and play.

This looks pretty technical and that is not me.  I focus on the law.

No worries.  Many of the tools are “drag and drop” or a few simple clicks. You can even get people to set it up for you if you do not want to do it yourself.

2. Drive Traffic
OLD WAY

There are a couple of old school ways of driving traffic:

Common Method #1 – Traditional Advertising – Yellow Pages or Magazines and Newspapers.

Traditionally lawyers would market business the old school way.  They would take out an ad in the yellow pages, or lawyer or business magazine, perhaps even a local newspaper.  Place a generic ⅛  or ¼ page ad and hope that someone called or turned into a customer.

Old Result

Print ads are very difficult to track.  Driving blindfolded, how do you actually know how many people saw the ad, how many of those people were relevant, and ultimately how many ended up booking a consultation and signing up. Everything is a guess.

You had to take out very general ads appealing to a very broad audience. Your one ad needed to capture the intention of many different types of people with varying needs resulting in very low resonance and conversion.

Super hard to measure. Super hard to optimize. Waste of money.

Common Method #2 – The Referral Method.

Many lawyers rely on referrals to get new files.  They pick up the phone, call other lawyers, book coffees, or lunches and work referral pipelines.

OLD RESULT

There are two issues with this. First, YOU, the lawyer, need to be active in the referral partner process. You need to dedicate your own time to building, and more importantly, maintaining relationships, so that other lawyers start referring files to you. The result is time-consuming, and time is prohibitive the more files you get. Once you reach a critical mass of enough work to sustain yourself, you do not have time to continue the process of building new referral partnerships. This is a very expensive method from a time perspective.  It is also not infinite.

The other issue is it is very slow. You never know when that phone will ring, as you are completely reliant on a referral partner whom you have no insight into how much they market for new business. The fate of your new business growth lies in their hands.

The result is you literally sit and hope for the phone to ring.

If you are a new lawyer, it makes it quite hard to get up and going. If you are one or two lawyers at capacity (each partner brought their own book, and now looking to bring on a third, or more juniors) you will need to feed them with a STEADY stream of files to work on. The referral pipeline fills up your workload, but not theirs. The result is you end up with lawyers who are not busy, and ultimately leave. This is where most lawyers get stuck.

Common Method #3 – The Pray Method

Many lawyers do not have a mechanism for bringing visitors back to their website after they have left.  We call it the Pray Method because praying is the only way of getting people to come back.

OLD RESULT

The pray method results in lost opportunity, wasted ad dollars, and lost revenue from not giving people enough time to make the decision.

New Way 

Google Ads

Over 1 billion people use Google to search for products and services every single day. That is a lot of people searching. Google Ads allows you to put your firm in front of potential customers when they are actively searching for your service.

Think about it, if someone gets into a car accident, gets released from the hospital, and comes home, one of the first things they may do is go to Google and type the keyword phrase “Best Car Accident Lawyer Near Me”.

Google Search Ads allows lawyers the ability to place an ad at the TOP of Google results page for that exact keyword phrase.

You can match your ad to read exactly what the person searched.  You can even have a “Call Now” extension, which allows the searcher to simply click and call you right there.

You can have a different ad for different searches. This lasers in on the focus of the advertising to match exactly what the person is looking for.

With Google Ads, you only pay when someone clicks on your ad.  If they see it without taking an action, it is totally free, which means you get free branding.

You can control how much or little you spend in a day. And you can get insight into exactly how many people searched your ad, how many times your ad showed up, how many times it was clicked on, and how many of those clicks turned into phone calls, and how much it all costs you, down to the penny.

This was never possible with a Yellow Pages Ad or any other type of advertising before.

New Result

Hyper-focused advertising down to the individual allows you to tailor messaging to a wide variety of people, thus increasing resonance and improving conversion.

Crystal clear tracking lets you drive with your eyes open. You can easily measure what areas of your advertising are working and which ones are not.

Easy to calculate Return on Ad Spend allows you to increase advertising dollars in areas that are winning, and decrease in areas that are not.

Keyword and geo-targeting let you easily target new practice areas or geographies.  You can turn up or down as you scale or as capacity changes.

UUI

Digital advertising vs Traditional Advertising

97% of consumers use the internet to search for local businesses.
(BrightLocal)

Statistics from 2017 provided by BrightLocal show that 97% of consumers use the internet in order to find local businesses, while 12% do so every day. This data tells us just how much we rely on the internet for our consumer needs. It also points to how profitable PPC ads can be if you can reach your desired audience and generate good PPC traffic. With almost everybody using the internet to find nearby businesses, a well-placed paid ad could lead them to you.

New Way – Search Engine Optimization

With 3.5 billion Google searches made every day (Internet Live Stats) there are literally billions of opportunities for businesses online.

Google’s entire job is to match a user’s search query to the result they are looking for as fast as possible.  In other words, they want to show the most relevant search results.

SEO is the process of optimizing your website for keywords that your potential customers are searching for on Google.  The more relevant and better optimized your website is, the higher up on Google you will show when someone searches.

There are over 100 different signals that Google looks at when it ranks a website in search results, like content, architecture, HTML, trust, links, user experience and online reviews.

Every day people use Google to find legal services online.  They will look through a Google search result and on average click the higher listing, reach the prospects landing website, and ultimately do business with them.

Showing up at the top of search engines is the only way to get access to all of these searches.

New Result

  • Show up high in Google search results without having to pay for traffic
  • Long-term authority by constantly being present when potential customers are searching
  • Higher quality leads as the authority builds trust in the long term
  • Business grows rapidly because of the constant stream of new leads
UUI

Below is the average click-through rate for the different positions on a Google search results page. If you are in the first spot for “Best Family Lawyer” you will get 34% of the clicks on average!

Below is the search volume for only 9 keywords in Los Angeles for family law-related keywords.  There are over 4800 people searching for those services every month!  A lawyer whose website is at the top of Google for those searches is getting the lion’s share of that business.

UUI

The Marketing Rule of 7

B2BMarketing.net beautifully explains the marketing rule of 7.

What is the marketing rule of 7?

The rule of seven quite simply states that it takes an average of seven interactions with your brand before a purchase will take place. It’s a marketing maxim developed by the movie industry in the 1930s.

This makes sense. How many of us would buy a highly priced item from an unfamiliar person or company? It’s likely we would do some research and gain a certain level of familiarity before we go ahead and make a purchase. By that time, we should have the confidence to know the price is fair, the quality is good enough and have all the information necessary to make a decision.

What defines an interaction?

An interaction is literally any mention of your brand, either positive or negative. For example:

  • A TV advert
  • A call from a company representative
  • Reading a review about your company
  • Seeing an advert in a magazine
  • Receiving an email from the brand
  • Hearing a friend mention the brand
  • Seeing the brand mentioned in an article online
  • Seeing a billboard on the side of the road
  • Seeing a banner online
  • Seeing the company come up in a google search
  • Seeing the company exhibiting at or mentioned at an event

The list is almost endless. Any one of these brand interactions, as long as it’s positive, will nudge the prospect towards a purchasing decision.

Why do we need a rule of 7?

We live our lives standing in a torrent of information. If someone heard about our brand and thought “that’s a great product, but I just don’t need it right now”, would it be reasonable for us to expect them to remember the name of the company three months later? Probably not.

That’s why the rule of seven is useful. Just because someone matches your target buyer persona doesn’t mean they are ready to buy your product or service right away. It may just be that, at this moment in time, their pain is not great enough for them to prioritize a purchase.

You need to maintain visibility, remind prospects of your existence, and ensure that when that pain-point reaches a threshold, you are the company they think about – not one of your competitors.

What is the psychology?

What happens when we encourage repeat interactions?

  • Your brand remains front of mind. People can be forgetful and easily distracted. A bit like learning lines or a new language, repetition aids recall. It’s no different with your brand.
  • It makes sales conversations easier. Any salesperson will tell you a sales conversation is infinitely easier when the prospect has heard of your brand. Your sales conversions will increase if you become better known amongst your target market.
  • It enables you to be visible over long periods of time. Given the slow time-to-purchase for some legal services; a marketing strategy that supports the rule of seven means you can maintain visibility for long periods of time.
  • You handle various objections over time. There may be a variety of reasons the prospect doesn’t want to do business with you. By encouraging multiple interactions, you can make efforts to address various objections using blog content or case studies for example.

Questions

Running an AdWords campaign without knowing how to use the platform can be a recipe for burning money fast. Clicks can get very expensive if not managed properly.  The key is to save all of your ad dollars for the exact clicks that bring in sales.  This is done by constant monitoring and the adding of negative keywords to your campaigns.  Negative keywords are keywords you will NOT pay for.  Think “ Free Lawyer Services”.

Think about it, when you are looking for something, where do you go? Google or Facebook? We are pretty sure it is Google, that is why you start there.  Sometimes when Google gets saturated or too expensive, Facebook and Instagram can be a great place to get leads.

As an advertiser, you get to set the price. Also, there are four ad positions to bid on. As long as the ROI justification can be made, ads definitely work. Typically, the big guys will pay for the top two positions, you can clean up the 3rd and 4th positions.  Fewer clicks, but far cheaper.

SEO drives organic traffic, this means it can take anywhere from 3-12 months to get results depending on how competitive the keyword is.  For Google Maps, it is possible to get top 3 placement in under 3 months. Google purposely makes this difficult so people cannot game the system.  The good news is after a few months of effort, you can get sustained results.

On-page optimization is only half the battle.  In order to gain ranking, you must build authority in the search engines by continually creating high-quality content, monitoring for errors and building links from other websites.  This is an ongoing effort.

If you have been working at it for a long time and you stop, you can keep sustained results for a period of time.  After a while though, as other competitors come to market, your website gets old or infected, your SEO ranking can drop.

Could be because you stopped too soon, or the consultant working on it was using black hat techniques, or maybe you outsourced overseas for a low cost.  SEO is like a retirement plan. Having the right one with constant monthly investment makes a difference in the long run.  Would you trust anyone with this?

3. Convert Leads

The Role of The Website

A website is your online calling card.  Your online office space.  It is your first impression. Your one real place that a prospect can determine whether or not they want to do business with you.

A prospect will evaluate you and your perceived quality of work solely based on your website.

If you want to come across reliable and efficient, your website should reflect that.

If you want to come across exclusive and expensive, your website should reflect that.

If you want to come across approachable, your website should reflect that.

OLD WAY

Traditionally, a static website is used to convert leads. This website is either outsourced or built by lawyers themselves in Wix, Squarespace or even WordPress if they are a bit tech-savvy. The website they build is static (one that does not change). This website has general services, about us, and lawyer pages.

What is missing is a clear path that they want a website visitor to take. There are no strong calls to actions, cohesive messaging, exit-intent technology, or tracking and analytics. The website is not search engine friendly. Content density and variety is absent and the website lacks a robust resource center or blog.

Many lawyers end up spending a lot of money on their website and listen to the “build it and they will come” mantra from an expensive web design company. Unfortunately, this is not Kevin Costner’s 1989 film, Field of Dreams.

OLD RESULT

Because the website lacks a clear direction, very few (typically less than 1%) of website visitors pick up the phone and call.

Because of a lack of messaging and strategy to capture information, leads end up going in the trash.  They hit the website, are not yet ready to buy, and end up bouncing (leaving) the site, and never return.

Lack of a resource centre or blog fails to build authority in the mind of the prospect.

For the few prospects who end up booking a consultation, they have lower sign up rates.  This is due to a lack of “priming” from resources and useful information on the website.  Instead of the website influencing and priming the prospect, the prospect must make the phone call to learn the information. This continues the decision process into the consultation, thus allowing for a higher margin of abandonment.

  • Marketing dollars wasted
  • Lawyer bandwidth wasted
  • Energy wasted
  • Resulting in a negative mindset
WEBSITE – NEW WAY

A state-of-the-art website will create the first impression for a potential customer.  A visually stunning website with a cleverly crafted user experience will guide users down the ideal customer acquisition path.

A state-of-the-art website is one equipped with a resource centre or blog, that has fresh content added weekly or monthly. The architecture is clean and well structured.  The site is lightning fast and shows up well across multiple devices. It is highly secure and has dedicated hosting and 24/7 site monitoring.

Lead Capture Technology

Lead capture technology will capture leads (those not yet ready to buy) via a special tool that “pops up” on screen with special offers.

This offer can be in the form of a valuable resource, or download, and will be given in exchange for a lead’s name and email address.

Lead capture technology can be triggered to pop up on different pages, different parts of a single page, and even at different times, like when a browser is navigating to the back or “x” button.

Conversion Focused Landing Page

To keep messaging as personalized as possible, all Google Ads traffic is directed to an individualized conversion-focused landing page, not your website.  This conversion-focused landing page has dynamic headers and content which will match the potential customer’s search and the ad clicked. This focused detail helps tailor messaging to exactly what the prospect is looking for.

NEW RESULT

  • Leads are captured and a whole new audience is available to remarket to for free.
  • Prospects book consultations at a higher rate because the call to action is clear.
  • Return on Ad dollars increases because more leads are captured.
UUI

Major Companies are using landing pages to capture leads

Questions

There is some overlap here but the way we use these terms is the following: Websites are where you host all of your information and are designed to answer questions for leads and prospects.  A conversion-focused landing page has one main goal, to generate a phone call or form fill.  It is designed solely for this purpose.

Running ads without remarketing can work, but oftentimes you let good leads fall through the cracks by not following up.  Remarketing is follow-up on autopilot.  It makes sure the money you paid in the ad or on SEO, comes back to you with a consultation.

Depending on what you use to capture the leads.  It can be a simple email that gets sent to your inbox with the lead’s name and number. We recommend the leads going into an email auto-responder which automatically follows up with the leads over the course of the coming weeks and months.

4. Nurture Prospects

The OLD WAY

The old way does not have a mechanism for capturing leads, therefore, there is zero engagement or follow up for leads.

Prospects that do not convert are typically left to die in a folder or email database somewhere.  Lawyers are too busy to go back through old emails and follow up with them one by one.

Many lawyers believe after an initial consultation, prospects either sign up, or they do not.  If they do not, they are never followed up on again.

OLD RESULT
  • Since leads are not captured in the conversion layer, there is no lead list to nurture into a prospect.
  • Lack of systematized follow-up leads to zero sign-ups from prospects who did not convert on the first call.
NEW WAY

Since a mechanism for capturing leads has been created, there is now a list of leads who can be marketed to.

We follow up with each lead individually with a series of one-to-one emails.  There is a sequence of 7 emails that get delivered to a lead over the course of 30 days after they opted into the offer.

The follow up happens automatically using something called “marketing automation software”.  This software sends the emails, following the sequence you provide.

The power of the email nurture is twofold: first is the timing of the follow-up and second is the copywriting in the email itself.

For the timing, leads should receive emails on Day 1, 2, 4, 7, 14, 20 and 30 after opting in.  If they do not book a consultation, they restart the sequence.

The biggest key is the copywriting in each email.  Ensure the emails are written with persuasion in mind, all copy influences the lead back to the resource centre on your website AND encourages them to book a consultation.

This way, if they were interrupted at a prior date consuming your content, they can be reminded to come back and finish booking, automatically.

NEW RESULT

Leads are followed up with automatically resulting in a higher lead to consultation booking and an increase in ROI since you are not paying advertising dollars to market to leads.

Questions

An autoresponder software, automation technology, sends out the emails based on certain criteria.  Typically, they are scheduled to go out several days apart for the first month.

You can have these written for you by professionals or write them yourself.  The idea is that one email will be sent to every lead that comes in.

Email automation will go out to “leads until they convert to a “prospect”.  Usually, this is the case when they book an appointment or consultation with you.  Then they are in your very capable hands!

5. Tracking Data and Insights

Tracking Data is like the speedometer and fuel gauge in a car.  Without it, how do you know how fast or slow you are going, or when you are going to run out of gas?

THE OLD WAY

Traditionally, if you were marketing in a magazine, direct mail, or newspaper, you would get a one page stat sheet with the distribution and general demographics.  Very little of this would be specific insight at the individual level.

When you are lucky enough to have your phone ring, how do you know how that person found you?  How are you tracking that call? Does your receptionist ask every time? Do you trust that the lead remembers how they found you?  It has been proven that asking “how you found out about us” is highly imperfect.

For website data, lawyers might have a Google Analytics account.  Chances are the account is not set up correctly. Worse, the lawyer does not know it is set up incorrectly. There is also a good chance the lawyer has never logged in to the account.

Because of the sea of data that is Google Analytics, it is easy to get lost in there.  It is also easy to just not know where to start.

If a lawyer is self-managing their ads, they are likely logging into multiple platforms to try and figure out what is going on.

For lawyers working with a web guy or marketing agency, they likely get a robust 20 page PDF report that has graphs and data cluttering what is really happening.

OLD RESULT

Without tracking, how can you know where the holes are and how to plug them?  How do you know what is working so you can put more money behind that?

  • Lack of clear data makes it difficult to know what is going on.
  • Cluttered data makes it difficult to know what is happening.
  • Lack of insights causes stagnation and lack of growth.
NEW WAY

Data can come in from multiple points.  The best way to track them all is to bring them into one central reporting centre, a performance marketing dashboard. Using a performance dashboard, it is possible to syndicate data from multiple sources into one place.  You can pull tracking data from your website, Google Search Console, Google Ads, Facebook ads, Instagram etc onto one page.

Call tracking technology allows you to track every phone call back to a specific ad, and ultimately keyword.  You can see what keywords drove phone calls, and which ones didn’t. With Call Recording you can record consultation calls and learn what your front desk person or other lawyers are saying to prospects.

NEW RESULT

Only look at the key performance indicators that matter.  Clear the clutter.  Gain actionable insights to easily identify where you are gaining and losing money. This allows you to put more ad dollars on the keywords that are triggering phone calls, and less on the ones that are not. Call Tracking allows you to train your sales team on what to say to close more files.

UUI

Analytics Matter

  • Moneyball
  • Oakland’s 2002 campaign began on a tumultuous note. During the 2001–02 offseason, the team lost three key free agents to larger market teams: 2000 AL MVP Jason Giambi to the New York Yankees, outfielder Johnny Damon to the Boston Red Sox, and closer Jason Isringhausen to the St. Louis Cardinals. Faced with a number of significant roster holes, general manager Billy Beane sought to replace Damon and Giambi with free-agent hitters Scott Hatteberg, David Justice, and Ray Durham (among others)
  • The Oakland Athletics’ 2002 season
    • Outcomes
      • The Athletics finished first in the American League West with a record of 103-59. Despite having the third lowest budget.
      • Winning 20 consecutive games between August 13 and September 4, 2002
      • Tejada and starting pitcher Barry Zito went on to win the American League MVP and Cy Young Award, respectively
        AL West Division Champions
      • Paul DePodesta, a co-architect of the strategy was an economics major at Harvard
      • Rigorous statistical analysis had demonstrated that on-base percentage and slugging percentage are better indicators of offensive success
    • Using statistical analysis, small-market teams can compete by buying assets that are undervalued by other teams and selling ones that are overvalued by other teams.
    • The best-known Moneyball theory was that on-base percentage was an undervalued asset and sluggers were overvalued.
    • From 1999 to 2003, on-base percentage was a significant predictor of wins, but not a very significant predictor of individual player salaries. That means players who draw a lot of walks were really cheap on the market.
Team Budget Wins Losses
New York Yankees $125,928,583 103 58
Oakland Athletics $40,004,167 103 59

So why do I need Analytics?

The 2002 Oakland Athletics proved that by leveraging data and analytics, you can achieve big results. What this means to law firms is smaller firms, family offices, or independent lawyers with limited budgets can compete with bigger firms if they use the right data.

Questions

You can set up a Google Analytics account (which is free) and pull in all the different traffic sources there.

In summary, the old model of “throwing leads in the garbage” is a zero-sum game.

As you can see. to add $1M in new cases in the next 90 days all you need to do is follow the Perfect Customer Acquisition Life Cycle. It targets, remarkets, converts, nurtures and primes leads into high-paying files for your firm.

Never forget a lead again.

Option 1 and Option 2

Now if you are trying to grow your legal practice, there are a few ways to achieve this.  Most use one of the common methods resulting in frustration.

Common method #1 – The referral method.

The old way of generating new files for a law firm is simple.  You pick up the phone, call other lawyers, book coffees, or lunches and try to work your referral pipeline.  (really hard in today’s Covid reality)

There are two issues with this. First, YOU, the lawyer needs to be active in the referral partner process.  You need to dedicate your own time to building, and more importantly, maintaining relationships, so that other lawyers start referring files.  The result is time-consuming, and time is prohibitive the more files you get.  Once you reach a critical mass of enough work to sustain yourself, you do not have time to continue the process of building new referral partnerships yourself. This is a very expensive method with limited potential.

The other issue is it is very slow.  You never know when that phone will ring, as you are completely reliant on a referral partner whom you have no insight into how much they market for new business. The fate of your new business growth lies in their hands.

The result is you literally sit and hope for the phone to ring.

If you are a new lawyer, it makes it quite hard to get up and going.  If you are one or two lawyers at capacity (each partner brought their own book, and now looking to bring on a third, or more juniors) you will need to feed them with a STEADY stream of files to work on. The referral pipeline fills up your workload, but not there’s.  The result is you are left with lawyers who are not busy, and ultimately leave. This is where most lawyers get stuck.

Time To Desired Result: Slow
Lead Quality: Good
Cost: High, very time intensive.
Replicable: No

You could use one of the “common methods” to market your firm which costs a ton and could take years, OR you could work with Soulpepper, and access a perfect customer acquisition lifecycle for your law practice, for a fraction of the cost and add $1MM in cases in the next 90 days.

Who is This For?

Again, this for lawyers and attorneys who want to add high-value files to their practices, but are struggling with marketing and customer acquisition.

  • Family, Personal Injury, Criminal, Wills & Estates, Real Estate, Corporate and Business Law, Civil Litigation, Immigration, Employment, and IP Law
  • Barristers or Solicitors
  • Lawyers who are brand new or just going out on their own.
  • Firms who already have hundreds of active files and want to systematize their client acquisition.
  • Lawyers who have been burned in the past or are afraid to invest money on expensive consultants and agencies who over promise and under deliver.
  • Firms worried about losing their partners and lawyers going out on their own or joining up with competitors because they cannot drive enough business to feed them.
  • Young lawyers who want to add millions of dollars in files very quickly.
  • Seasoned lawyers who recognize marketing has changed and want help getting up to speed.
  • Lawyers who are feeling tired of 80 hour work weeks and are fearful of taking a break because the business will go down.
  • Freedom seekers.
  • Focused not just on lawyers, but on the motivated entrepreneurs.  This is our Niche.
McLeish Orlando Personal Injury Lawyers

Results

Leads Generated:

Increased by 68%

0%

Conversion Rate:

Increased by 80%

0%

Cost per lead:

Decreased by 20%

0%

Organic Leads:

Increased by 214% year over year

0%

Organic Traffic:

Increased by 50% year over year

0%

Organic Impressions:

Increased by 50% in a few short months

0%

The figure above depicts the growth of one of our customers, McLeish Orlando, Canada’s highest winning Personal Injury Law practice. Notice the conversion rate increase of 80%. The above combined for 1268 Leads and nearly $20M in retained files in under two years.

“In the 2 years we have been working with Soulpepper we have seen noticeable results in both the organic and paid traffic to our website.
The team is responsive, professional and creative in their approach to digital marketing. Through their help we have developed processes to better report and analyze the data, ultimately providing transparency in our digital marketing spend. Soulpepper has become a natural extension of our marketing team and a partner we trust and rely on.”

Mara Di Camara, Head of Marketing

Baker and Baker Family Lawyers

Results

Leads Generated:

Increased by 97%

0%

SEM Traffic:

Increased by 277%

0%

Cost per lead:

Decreased by 89%

0%

Organic Leads:

Increased by 11% in a few short months

0%

Organic Traffic:

Increased by 15% in a few short months

0%

Organic Impressions:

Increased by 12k in a few short months

0k

The figure above depicts the growth of one of our clients, Baker and Baker Family Law, a major family law practice in Toronto. Notice the leads generated increased by 97%. When we took over, they were treading water. Four months and over 500 calls later, we added nearly $3.75M in new files to the firm.

Nirwan Law Corporation

“The Pay Per Click Campaign started converting really quickly… We get 25-30 extra leads a month with really good conversion rates of 40%-50%…My site is organically one of the TOP sites googled for Personal Injury in my area…I would recommend Soulpepper for sure for marketing.”  –  Harp Nirwan, Owner

In the above testimonial and video, you can see that Harp learned nothing about sales and marketing in law school. He was at a loss for what to do.  After building out funnels for Harp, he added $200,000 in new files in 30 days.

Gates Criminal Law

“I started working with Soulpepper, as I needed help marketing my new criminal defence practice. Immediately after they launched my ad campaign and the new landing page, the number of inquiries that came in grew exponentially.

They took their time to make sure they understood what my needs were as a criminal lawyer and highlighted the aspects of my practice that separated me from other lawyers. This is something I was never able to do on my own. The setup process was painless and they’re always available to answer questions when they come up.

My business is thriving because of the work Soulpepper has done for me. I would recommend them to anyone who wants to increase their client base.” – Kelly Gates, Owner

Kelly Gates was a brand new criminal lawyer with no idea where to start.  After taking her on and building out her funnels she added 30 new leads and $150,000 in new files in 60 days.

Omni Law Group

“ I have worked with Several Digital Marketing agencies over the last few years and Soulpepper stands heads above the rest. They have been great to work with.  My interactions with my account rep have been excellent. They stay on top of our account like no other reps I’ve ever worked with and it’s been an absolute pleasure. We’re opening a second location and increasing our spend with soulpepper is a no brainer. Thanks!!” – Vaneet Sangha, Principal

We are extremely proud of the work we did for Omni Law Group. Our efforts led to 792 leads resulting in $2.7M in new files in under 24 months.

Highland Law

“As a first time business owner, I decided to hire Soulpepper as our online advertising company. I met with them at my office and found them to be very upfront and informative as they answered all questions that I had. As someone with zero experience dealing with SEM and internet ad marketing in general, they have been extremely helpful in making sure I understand everything…

We are about 2 months in now and I couldn’t be happier with the results. Business has been going very well thanks to our advertising campaigns. Continuing my relationship with Soulpepper going forward is a no brainer!” – Jaspal S. Bal, Principal

As you can see above, Jaspal was just starting his firm and was in need of help. In two months, we added 71 qualified leads and nearly $600,000 in new case value.

Benefits and Outcomes

Here’s what is going to happen when you work with us:

  • Your phone will start ringing with prospects and your email will fill up with hot leads, more than it ever did before.
  • You will be able to fill your calendar with qualified individuals looking for your services.
  • You will never waste your money on a marketing campaign that doesn’t work again.
  • You will stop worrying about your marketing.
  • You will be able to build experience with a variety of cases and even refer out the ones you do not want to take on.  This will build referrals coming back to you.
  • You will be able to close over 20% of your leads.
  • You will add over $1M in new cases to your firm in the next 12 months.
  • You will regain time by automating mundane follow-up tasks.
  • You can finally get rid of that do-nothing marketing agency.
  • You can forget about losing your best lawyers because you cannot feed them new business.
  • You will be able to pick and choose the files you work on.
  • You will feel empowered, confident, and motivated.
  • Because you are making more money, you will be able to hire more people and get some of your time back.
  • You will become a Legal Pro!

I didn’t invent this stuff, I’m just a good student.

Features/How it Works

So how does it work? 

Before, when you wanted to generate leads, you would have to build referrals, hire an expensive agency, or do it yourself.. But now, you can use this simple perfect customer acquisition lifecycle bring in $1M in new cases without wasting your own time or being hosed by an expensive marketing agency.

Introducing the Legal Pro Growth System – leveraging a File Acquisition Funnel for transformative growth.

Process

  • 1.  You start by sharing a little bit about yourself.

    • A key to our success is building a strong relationship together.  This starts by learning more about you, your practice, and what your goals are.
  • 2.  Get a detailed function audit of your online marketing.

    • The first thing we will do is assess how your business shows up on search engines and the online world.  We will assess your website, SEO, social media, online advertising, and competitors.
    • This is a descriptive report that allows us to get insights and learn where we are starting from. It identifies each area your marketing is succeeding and those areas where your marketing will need additional help. You no longer need to be in the dark, and will have a great starting point to have a specific and actionable roadmap to grow like a Legal Pro.
  • 3.  Attend a meeting with your dedicated onboarding specialist.

    • This meeting is designed to ensure we have everything we need to get your funnels built quickly and accurately.  Going over all the details with a fine toothed comb, your onboarding specialist will make sure you know how to maximize your experience, and we have what we need to get rolling.
  • 4.  Meet with your dedicated Marketing Manager.

    • Normally reserved for large law firms, Marketing Managers are an exclusive benefit. No matter what your size, you will be provided with a dedicated Marketing Manager who eats, breathes and sleeps marketing for law firms.  They will be your champion in managing your marketing and getting your funnels created so new leads start coming in.
  • 5.  Get your website finely tuned for SEO to win in the Search Engines.

    • Our dedicated Search Engine Optimization Scientists will perform keyword research, analyze the competition, and make all the changes found in your marketing function audit.  All major local listings and citations will be claimed and your Google Business page will be overhauled.
    • The result? A hyper optimized website that is LOVED by Google.
  • 6.  Have a dedicated search engine marketing team build out your funnels.

    • After your quick session, your Marketing Manager will meet with a dedicated team of marketing specialists to strategize and create the plan to build out your File Acquisition Funnels. The team comprises Search Engine Optimization Scientists, Social Media Ad Specialist Art Directors, Graphic Designers, Web Developers, and Copywriters. All including as being part of Legal Pro.
    • While we work tirelessly behind the scenes, you get to focus on what you do best, practice the law.
  • 7.  Get professionally managed Google Ads created.

    • The key to good Google advertising is finely tuned keyword research mixed with compelling ad copy.  Your dedicated Google Ads specialist will research all the keywords in your local area and write the tailored ad copy to get prospects to click and convert.
  • 8.  Get beautiful Facebook and banner ads designed

    • Under the direction of your Art Director, your Graphic Designer will create stunning online ads to be used for retargeting across Facebook, Instagram and Google.
    • You will be proud of your new ads, and your competition is going to want to copy them.
  • 9.  Get access to your $10M file generating landing page.

    • It’s called the $10M landing page because it’s been known to generate that much new revenue in as little as 12 months.  A collaborative effort between your Graphic Designer, conversion rate optimization experts and Copywriters will craft a proven design that converts browsers into buyers.
    • You’ll get more out of every ad dollar with the one to one messaging of your landing page.
  • 10.  Get connected with your new Lead Magnet.

    • Your custom lead magnet is created and upon launch, all leads will be automatically emailed to you.
  • 11.  Get acquainted with your performance marketing dashboard.

    • Data and insights are key to the success of any marketing campaign.  Your performance dashboard is one easy place for you to monitor everything your marketing team is doing for you in one place.  You can easily see the ROI on all our funnels.
  • 12.  Get access to your Call Tracking and Lead Dashboard.

    • All new lead calls are tracked so you can see exactly where they are coming from.  A custom call tracking and lead dashboard showing you your calls, your call recording, time to answer, and emails.
    • The result is you’ll never be in the dark about what your marketing partner is doing for you again. The recordings are also a great training resource for auxiliary staff.
  • 13.  Book your first review call with your Marketing Manager to review results.

    • Every month you will have a performance review meeting with your Marketing Manager.  This is a great opportunity to see how your funnels are running and evaluate further options for growth.
Now if you wanted to get this job done by doing it yourself, you would at least be dedicating:
  • 20 hours per month to SEO
  • 30 hours per month on advertising (1 hour/day)
  • 8 hours a month writing content
  • 20 hours a month studying copywriting and messaging
  • 20 hours a month on staying up to date on platform updates and trends

That’s 98 hours a month to TRY and implement a File Acquisition Funnel yourself. Let’s assume your billable rate is $250/hour, that’s $24,500 a month or $294,000 per year, just in management.