Click-Worthy Assets:

The New Search Marketing

Ken Hardison

PILMMA

Paul Julius

Consultwebs.com

Turning Searchers Into Paying Clients

Stages of The Search Process

As searchers move down the funnel, competition increases.

What Can I Do About It?

1

2

3

What’s My Situation?

Who Can Help Me?

Meet Natalie.

She was just in a car accident. And she needs help.

How is she going to find it?

If she’s like most people,

she’ll run a quick

Google search.

I was just in a car accident what do I do?

Which sites are

going to get

Natalie’s click?

The ones that

appear to

provide value.

Which of these

resources would

be most helpful

to Natalie

immediately

following her

accident?

Helpfulness = Click-ability

Click-ability = Conversions

Conversions =

CASES

Let’s Target The Top of The Funnel

What kinds of resources would someone with a potential

nursing home abuse case find valuable?

How To Identify Signs of Abuse

(And What To Do When You Find Them)

Checklist To Evaluate Your Loved One’s

Nursing Home

(The Questions You Should Ask)

The Ten Worst Nursing Homes in America

Doctor-Recommended Physical Therapy

Aids For Your Elderly Parent

(Hint: All Under $10!!!)

Usability at Work

Timely, Related To

Target Audience’s

Search Patterns

Relevant

Information In A

Neatly Packaged

Resource

Anticipating

Questions

A B

Which page will engage the best?

B

Immediate CTA

Contact Form Above Fold

Visuals Throughout

Simple Contact Form

Sending A Resource

Home With The User

Creating a Click-worthy Asset

1) Assemble Your Team

Mike Dayton, J.D. Manager of Content Services

“In roundtable discussion,

all our different

experiences come to bear.

The sum is greater than

its parts. We do our best

thinking as a team.”

--on the importance of team involvement

2) Identify Goals

What is the guiding principle behind this asset? Think about your

firm’s core values. Which of those will this asset support?

What is the purpose of this asset? Is your goal conversions? Brand

awareness? Information sharing?

What problem do you hope to solve?

Where will this asset appear on our site?

Home Page

About Our Firm

A Practice Area Page

Verdicts & Settlements

Community Involvement

Another page?

3) Outline A Plan

Once you’ve identified goals, outline a plan. For this example, let’s

say we are creating a checklist of what to do after a car accident.

Sample

Identify the critical first steps after an accident

Decide how the resource will be promoted

(social? paid content marketing? blog post with links?)

Write content, including landing page URL

Design the checklist, include firm branding

Execute – you know what to do!

Track landing page URL analytics

4) Assign Tasks

When assigning tasks, think of natural connections that may

already exist for the work at hand. Does someone in your firm

have a relative that owns an auto body shop? Consider assigning

outreach to them, for example.

Sample

Identify the critical first steps after an accident (Ted)

Decide how the resource will be promoted (Marge)

(social? paid content marketing? blog post with links?)

Write content, including landing page URL (Ted and Bill)

Design the checklist, include firm branding (Design Co.)

Execute – you know what to do! (Entire Team!)

Track landing page URL analytics (Web Marketing Co.)

4) Write Content

5) Design For Conversions

6) Beta Test

7) Launch

8) Track & Adjust

OUR PHILOSOPHY

Consultwebs is the premier of provider of innovative online legal marketing to ethical U.S. law firms seeking growth and profit.

We foster professional, long term relationships built on trust, integrity and quality.

Our clients results drive our success.

2015 Legal Marketing & Management

SUPER SUMMITJuly 16th – 18th

Fort Worth, Texas

www.tinyurl.com/CWPILMMA

Download our step-by-step guide

to creating click-worthy content,

prepared by our award-winning Content Team.

consultwebs.com/clickworthy