672: Double Your Close Rate CaseFuel: Google AdWords, Cost-Per-Click, and Intake Consulting for Lawyers with Jan Roos

Jan Roos is the founder of CaseFuel, a company that specializes in helping lawyers with their AdWords and Pay-Per-Click marketing. Previously, his company was known as Expert Engines. Jan has also published a book on AdWords for law firms, which can be applicable to other local service businesses. Additionally, he hosts the Law Firm Growth podcast. Today, Jan talks about the importance of focusing on the sales and intake process after generating leads, as well as the impact of a strong intake process on a law firm's close rate and revenue.

Quotes

“If you know your numbers, even your rough numbers, then you understand how much work is required and what the cost is.” - Jan Roos

“The larger firms just have more experience closing deals over the phone. It's very rare to find that level of expertise in smaller or startup firms, or in any local business.” - Jan Roos

“Depending on where you stand, sales might be more important than you think. If you're a local business, take a look at your numbers. Be honest with yourself—if you're not closing about 20%, see if there are ways to improve.” - Jan Roos

Takeaways

06:01 Knowing your numbers, such as email unsubscribe rates and click-through rates, is crucial for setting realistic goals and understanding the required work and costs.

08:50 Focusing on the sales and intake process can be more important than the marketing efforts, as a strong intake process can make even "cruddy marketing" work effectively.

13:59 Having a strong intake process can significantly improve a law firm's close rate, potentially doubling the revenue compared to a firm with a lower close rate.

14:34 Larger law firms often have higher close rates due to their extensive training and experience in the intake and sales process.

17:48 Providing resources like free video courses and books can help law firms improve their intake and sales processes.

20:08 Adopting a curious mindset and learning from different industries can lead to innovative ideas and strategies for one's own business.

Resources

Podcast: Play in new window | Download (Duration: 21:22 — 19.7MB) | Embed

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Filed in: Archive 3: 2018-2020 • Interview • Podcast

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