Landing High-Value Clients by Beauchemin Paul

Author:Beauchemin, Paul
Language: eng
Format: epub
Published: 2015-06-15T16:00:00+00:00

So, who uses Google? If you look at where Google makes its money, the number four most searched-for service on Google is for attorneys. People who need lawyers are using Google to find them.

The reason for this makes sense based on Eugene Schwartz's five levels of awareness. Those people who are searching for lawyers are at level one or two – they are people who know what they need.

The Six Digital Traffic Sources Every Professional Should Use

#1 Paid Search

Obviously, I believe that using search traffic is the first step and Google is the king of search. However, most professionals make the mistake of thinking doing “search engine optimization” will be best.

This is fundamentally wrong. Ranking high for organic search results is good if all you want to do is educate people (for example, on a new cosmetic surgery procedure). However, what most people do not realize is that people click on ads by a ratio of 2:1 for keywords with “high commercial intent”.

For example, two of every three people ready to hire you that type the keywords “divorce attorney” will click on an ad and not an organic result!

Someone searching for “tummy tuck” will likely click an organic result because they are doing research. But a person typing “cosmetic surgeon” is going to likely click an ad.

Here’s how to use Google AdWords properly.

Seven-Steps to Strategically Use Google

When you're using Google, there's a certain strategy that you really need to use to do it right. It's a seven-step strategy. Anyone you hire needs to be an expert at this.

Step 1: Keyword research and segmentation

The first thing is you need to do keyword research and segmentation of keywords into common like-groups. In other words, you may come up with a thousand keywords for your service. Those keywords need to be closely grouped together so that when you build a campaign, an ad for a certain group of keywords is closely related to those keywords.

If you're grouping ads for divorce with an ad for real estate law and serving them all up in one campaign, Google will actually penalize you and that will really hurt your account. You need to make sure to group properly, whatever you're doing.

Step 2: Campaign structure and architecture

Then, there's a campaign structure and architecture that needs to be done properly to group everything into common lookalike segments or like-segments.

Step 3: Ad copy and landing pages

The next step is creating the ad copy and landing page. Each of these groups needs to have a particular set of ads that are just related to the same conversation going on in people's minds, and the landing page where people go when they click on the ad has to have the same common phrase.

If you send a click from an ad to a website homepage and you have 30 different types of services you offer, you will lose that message to market match that should go on.

So, a person interested in only one of your services will end up on the homepage where you list all your services instead of the exact service the person is looking for.

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