Ian Mason: What Makes or Breaks Law Firm Lead Conversion

Traffic to Leads

About Ian Mason: Ian Mason is a seasoned digital marketing strategist with over 12 years of experience helping law firms and service-based businesses grow through targeted SEO, Local Services Ads, and high-converting paid media campaigns. Known for transforming Google Business Profile visibility from 2% to 95% and driving over 2,000-position gains in search rankings, Ian delivers measurable, revenue-focused results. His work spans national and local firms across practice areas, blending technical expertise with client-first strategy to turn marketing spend into consistent lead flow. Ian has held senior roles at Glimmer Marketing, ZillaMetrics, and Law Firm Marketing Pros, and continues to build scalable strategies rooted in data, intent, and trust.

In this episode, Ted and Ian Mason discuss:

• How law firms can improve their digital marketing presence
• The role of the intake process optimization in converting leads
• Strategies for effective use of Google Business Profiles and Local Services Ads
• Importance of targeted SEO and social media for client acquisition

Key Takeaways:

• A fully optimized Google Business Profile with accurate categories, updated photos, and consistent contact information is foundational to performing well in Local Services Ads and outranking competitors.
• A surprising number of law firms lose high-quality leads due to underperforming intake teams that mishandle calls, fail to express empathy, or leave prospects on long holds without follow-up.
• Creating content that targets very specific search intents, such as people seeking divorce from a narcissistic partner, can outperform general legal SEO strategies and drive highly qualified traffic.
• A steady stream of client reviews, especially captured at moments of satisfaction, plays a critical role in boosting both visibility and credibility in search results and lead generation platforms.

"You have to have reviews, and you have to have a lot of them, and it doesn't necessarily matter if you have, you know, a 4.5 star rating—that's okay—but you have to have more reviews than your competitors." — Ian Mason

Connect with Ian Mason:

Website: https://ianmason.net/

LinkedIn: https://www.linkedin.com/in/ianbmason/

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected]

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