Traffic to Leads

Ted DeBettencourt
  • 5.0 (3)
  • Marketing
  • Updated Weekly

Converting website traffic into leads is hard. Join Ted DeBettencourt, as he interviews the top marketers in the world to discover and share their secrets for how they convert their traffic into leads. If you want to get more leads for your business this is the podcast for you.

  1. 6d ago

    John Colascione: Getting Found in the Age of AI Search

    Search is changing fast—from Google and Bing to AI tools like ChatGPT. Digital marketing veteran John Colascione shares how he helps businesses get found, generate leads, and track where those leads come from. In this episode, Ted and John Colascione discuss: How John went from building websites and local directories to launching a digital marketing agencyWhy businesses need visibility across search engines, map packs, directories, and social platformsHow customized digital marketing supports lead generation across different industriesThe role of Google, Microsoft advertising, and AI tools in finding prospective customersHow lead tracking can reveal where inquiries originate and help clients understand campaign performance Key Takeaways: John’s agency focuses on helping businesses get found and acquire leads, tailoring its approach to each client’s needs.His work can span websites, servers, content, social media, security, and marketing—not just SEO.Search visibility may come from more places than Google, including Microsoft’s network, directories, social platforms, and AI tools.AI has become part of John’s daily workflow for tasks such as building software, updating websites, and developing campaigns; he emphasizes checking and verifying generated content.Detailed visitor and campaign tracking can help connect a lead to its original source and show clients where their marketing investment is working. “My clients aren't typically easy to find because there aren't a lot of clients that just say, ‘You know what? I'm going to take my entire lifeline of my internet presence and put it in your hands." - John Colascione About John Colascione: John Colascione is the founder and CEO of SEARCHEN NETWORKS®, a digital marketing and search company he founded in 2001. With more than 25 years of experience in SEO, digital marketing, website development, online advertising, and internet entrepreneurship, John helps businesses strengthen their online visibility and turn their websites into effective customer-acquisition tools. Today, he focuses on AI-driven search, including GEO and AEO, helping businesses improve their visibility across platforms like ChatGPT and other AI-powered search engines. He is also the author of Mastering Your Website and has been building and monetizing internet businesses since the early days of Google. Connect with John Colascione: Website: https://www.searchen.com/ Traffic to Leads Information and Links: JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencourt: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    John Colascione: Getting Found in the Age of AI Search

  2. Oct 6

    Betty Burns: Building a Smarter Marketing Ecosystem for Law Firms

    What if a law firm’s lead problem isn’t a marketing problem at all? Betty Burns shares how a coordinated marketing ecosystem—backed by clear attribution, accountable vendors, and strong intake—can help firms grow without wasting spend. In this episode, Ted and Betty Burns discuss: Betty’s 15 years as an in-house CMO and the role early SEO played in growing a law firmWhat a fractional CMO does and how Legal Phoenix works with law firmsCoordinating vendors around one strategy while staying vendor-neutralHow intake issues, attribution gaps, and broken APIs can be mistaken for marketing failuresLegal Phoenix’s onboarding, audit, and 30/60/90-day planning process Key Takeaways: Marketing works best as an ecosystem: Betty recommends coordinating channels and vendors around shared growth goals rather than relying on one tactic.Early investment in SEO helped establish a strong organic footprint before competitors entered the market.Before increasing ad spend, check what happens to the leads already coming in. In one example, a secret-shopper call revealed an intake issue—not a lack of leads.Sometimes an apparent vendor problem is really a data or communication problem, such as poor CRM attribution or broken APIs.Legal Phoenix’s onboarding includes a broad marketing audit and a 30/60/90-day roadmap; its goal is to help firms grow toward eventually bringing marketing leadership in-house. "If you don't own it, don't do it."  —  Betty Burns About Betty Burns: Betty Burns is a Fractional Chief Marketing Officer with LegalFenix, where she helps law firms build smarter, more cohesive marketing strategies focused on sustainable growth and measurable results. With expertise spanning digital marketing, SEO, paid media, brand strategy, community engagement, and business development, Betty brings the many moving pieces of legal marketing together into strategies that drive meaningful results. She also serves as Vice Chair of the Legal Marketing Association’s Alabama Chapter and takes a practical, no-nonsense approach to helping firms understand their marketing performance, make better use of their data, and identify new growth opportunities. Connect with Betty Burns: Website: legalfenix.com LinkedIn: https://www.linkedin.com/company/legalfenix Traffic to Leads Information and Links: JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencourt: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    Betty Burns: Building a Smarter Marketing Ecosystem for Law Firms

  3. Sep 29

    Sophie Zollmann: The Fractional Marketing Playbook Helping Independent Practices Beat the Corporate Giants

    Your marketing might be scaring away the leads you're paying for. Sophie Zollmann says putting more marketing on top of a messy online presence doesn't just fail to bring in leads. It can push them away. In this episode, she explains how independent doctors, lawyers, and veterinarians can stay human, clean up their digital footprint, and compete with big corporate groups. In this episode, Ted and Sophie Zollmann discuss: How a fractional marketing department serves privately owned medical, veterinary, and legal practicesHow a 12-month data-driven strategy gets carried out in 90-day sprintsThe KPIs that matter: leads, cost per lead, conversion rate, and lifetime value Using AI without losing your voice or your reputationFixing a confused digital footprint before starting heavy marketing Key Takeaways: New clients start with a questionnaire, a review of their analytics, and an interview. That becomes a custom 12-month plan with a specific campaign and target metrics for each month.Growth has to be sustainable. Sophie's team watches the client's operations so the practice can handle the new business without being overwhelmed.Nothing is published without the owner's approval. In regulated fields like law, medicine, and veterinary care, every piece must sound like the owner and follow the rules.AI is trained on the client's own videos, content, and interviews, but people still finish every piece. Sophie's advice on video: skip the AI polish and be "real, raw, and you."One medical client had an old clinic name still online, SEO that wasn't set up correctly, generic AI content, and unclaimed reputation profiles. All of that needed cleaning up before any campaign could work. "A confused digital footprint with marketing placed on top of it doesn't get results. It can actually repel results."  —  Sophie Zollmann About Sophie Zollmann: Sophie Zollmann is the founder of FMD Strategic Partners, an outsourced marketing department serving privately owned medical practices, veterinary clinics, and law firms competing in increasingly consolidated markets. With 25 years of digital marketing experience, Sophie built FMD to provide CMO-level strategy, specialized expertise, and hands-on execution without the overhead of an internal marketing team or the complexity of managing multiple vendors. Sophie helps independent professional service firms turn scattered, underperforming marketing efforts into cohesive, data-driven systems built around meaningful KPIs and measurable business results. A farmer’s daughter from Southern Illinois now based in Nashville, Sophie is also training to become the first woman to win the WSOP Main Event. Connect with Sophie Zollmann: Website: https://fmdstrategicpartners.com LinkedIn: https://linkedin.com/in/sophiazollmann | https://www.linkedin.com/company/fmd-strategic-partners/     Facebook: https://facebook.com/sophie.zollmann Instagram: https://instagram.com/thesophiezo X: https://x.com/sophiezo Traffic to Leads Information and Links: JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencourt: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    Sophie Zollmann: The Fractional Marketing Playbook Helping Independent Practices Beat the Corporate Giants

  4. Sep 1

    Robert Weiss: Building a Video-First Marketing Strategy for the Age of GEO and AEO

    Video isn’t just another piece of content—it’s fast becoming the backbone of how people search, learn, and buy. In this episode, Robert Weiss breaks down how to build a video-first marketing strategy that wins in a world of SEO, GEO, and AEO. In this episode, Ted and Robert Weiss discuss: How Robert entered video production with no prior experience and scaled to 1,700+ client videosWhy “one video” is not a video strategy and how to build a cadence and culture of videoTurning product launches and FAQs into multi-video campaigns that drive leads and SEOThe role of YouTube, metadata, and short, focused videos in GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization)Using video-first content to fuel blogs, email sequences, QR-enabled print, and sales enablement Key Takeaways: Video is on the same long-term adoption curve as websites, SEO, email marketing, and social media—businesses that start now will have a lasting competitive edge.One high-production “hero” video is rarely enough; spreading that budget across multiple FAQ and use-case clips creates broader coverage and more entry points for buyers.When planning video, start with the business objective—product launch, new ICP, recruiting, or sales follow-up—not with the camera or creative concept.A video-first strategy turns each video into a content engine, spawning blog posts, emails, sales materials, QR-enabled brochures, and trade show follow-ups from the same source asset.Short, specific YouTube videos that establish topical authority are more likely to be cited by AI-driven answer engines than long, generalized videos with higher view counts. "The first thing you do when you start thinking about video is to forget about video."  —  Robert Weiss About  Robert Weiss: Robert Weiss is the Executive Producer and Director of MultiVision Digital, a New York-based video production and video marketing company providing end-to-end video strategy, production, and marketing services. A first-time entrepreneur who entered the industry with no prior video production experience, Robert has since produced more than 1,700 videos for clients ranging from solo entrepreneurs to global Fortune 500 companies. Through MultiVision Digital, Robert helps businesses use strategic video to achieve measurable goals, including generating leads, increasing sales, improving SEO, building brand awareness, and strengthening customer loyalty. His results-focused approach ensures video content is not just engaging, but aligned with broader business objectives. Connect with Robert Weiss: Website: www.MultiVisionDigital.com                  www.MultiVisionCreative.com                  www.VideoForManufacturing.com, Instagram:https://www.instagram.com/multivision.digital   Youtube: https://www.youtube.com/@VideoProductionAgency Traffic to Leads Information and links JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencourt: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    Robert Weiss: Building a Video-First Marketing Strategy for the Age of GEO and AEO

  5. Aug 25

    Deborah Dodson: The Independent CMO Law Firms Need to Navigate AI, Vendors, and Real ROI

    Most law firms are bleeding money on marketing they don’t understand. In this episode, legal marketing strategist Deborah Dodson shows you how to take back control, cut wasted spend, and thrive in the era of AI without falling for “magic bullet” vendors. In this episode, Ted and  Deborah Dodson discuss: How Deborah went from national brands (Houston Rockets, Mattress Firm) to launching an independent legal marketing agencyWhy most law firms are overwhelmed by marketing and don’t actually know their ROIThe dangers of “full-service” agencies and why you should separate website, SEO, PPC, and PR vendorsHow AI (Google’s AI search and ChatGPT) is changing legal search—and what actually matters nowReal-world case studies: cutting $20K in wasted spend and 4x’ing leads for a PI firm Key Takeaways: Law firms rarely have a marketing problem in isolation; they usually have a misalignment problem between intake, leads, and clear goals, which is where a fractional CMO-style advisor adds outsized value.An agency that claims to “do everything”—website, SEO, PPC, PR, AI, and more—will almost never do all of it well; separating best‑in‑class vendors by function protects performance and reduces risk.True ROI visibility starts with understanding where leads originate (direct vs. organic vs. AI search) and tracking trends over 3–12 months, not reacting emotionally to a single bad month.Independent advisors who know market pricing can often negotiate down bloated proposals (e.g., a $15K website down to $8,500 with better inclusions) and redeploy that savings into higher‑yield channels.AI is not a magic switch for law firms: strong SEO still underpins visibility in both Google’s AI results and ChatGPT, while many “AI-powered” products in the legal space are oversold, opaque, and rarely worth long-term contracts. "If anyone tells you they can do all of those, everything I've talked about well, like public relations, they can do your website, your SEO, and run your PPC, they're not going to do all of those things well."  —  Deborah Dodson About  Deborah Dodson: Deborah Dodson is the founder of Strategic Alliance Marketing Group (SAM), an independent legal marketing agency dedicated to helping law firms grow through strategic, results-driven marketing. With more than 20 years of experience in branding, SEO, websites, public relations, business development, and digital strategy, she has worked with major brands including the Houston Rockets, Golden Nugget Casinos, Mattress Firm, and Houston Methodist Hospital. After transitioning into legal marketing through Thomson Reuters, Deborah founded SAM in 2020 to give law firms unbiased marketing guidance focused entirely on their long-term growth and success. She is known for helping attorneys make smarter marketing decisions through clear strategy, accountability, and measurable results. Connect with  Deborah Dodson: Website: https://strategicalliancemarketing.com/ LinkedIn: https://www.linkedin.com/in/deborah-dodson-b1703a73/       Facebook: https://www.facebook.com/people/Strategic-Alliance-Marketing-Group-LLC/100090039304097/ Traffic to Leads Information and links JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencourt: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    Deborah Dodson: The Independent CMO Law Firms Need to Navigate AI, Vendors, and Real ROI

  6. Aug 18

    Jay Berkowitz: 10 Golden Rules for Law Firms Competing in the Age of Google AI and ChatGPT

    Digital pioneer Jay Berkowitz went from selling Big Macs to building one of the world’s largest online advertisers—and now he’s helping law firms win in a world of Google AI, YouTube, and ChatGPT. In this episode, he breaks down exactly how lawyers can turn traffic into qualified leads with data, testing, and authority-driven content. In this episode, Ted and  Jay Berkowitz discuss: How Jay went from McDonald’s Canada and eDiets.com to founding Ten Golden RulesWhy the 10 Golden Rules of Online Marketing still work—and how A/B and even AA tests drive real insightsMeeting prospects where they are: chat vs. phone and why forcing mode changes kills conversionsHow Google AI Overviews, YouTube, and ChatGPT are reshaping top-of-funnel legal searchesQ&A SEO, authority building (Reddit, Quora, PR, data studies), and schema as levers for law firm growth Key Takeaways: The 10 Golden Rules were built as strategies, not tactics, which is why they’ve “stood the test of time” even as platforms and formats have changed.A/B and AA testing (same experience vs. same experience) reveal how long it really takes to reach statistical significance—often requiring around 1,000 purchases, not just a few days of data.For law firms, forcing a chat lead onto the phone too quickly reduces conversions; the firms that win are the ones who communicate in the channel the prospect chose in the first place.Google and YouTube are still the dominant discovery engines, and top-of-funnel, question-based searches are increasingly satisfied by AI overviews—making Q&A-style content and YouTube videos critical.To show up in AI answers (Google AI, ChatGPT, Perplexity), firms need three pillars: Q&A SEO content (especially on YouTube and blogs), clear signals of individual expertise/authority, and technically optimized sites using FAQ, location, legal, and LLM-focused schema. "Our best answer is AI with human editors, because I think you're, you know, any agency's kidding you today if they don't do research with AI and they don't develop content ideas with AI because it's such a powerful tool."  —  Jay Berkowitz About  Jay Berkowitz:  Jay Berkowitz is the Founder & CEO of Ten Golden Rules, a digital marketing agency that helps law firms generate more qualified leads and clients. Ten Golden Rules has been recognized by Inc. 5000 as one of America’s Fastest-Growing Companies. A best-selling author, keynote speaker, and podcast host, Jay is the author of Advanced Internet Marketing for Law Firms and The Ten Golden Rules of Online Marketing. His podcast, The Ten Golden Rules of Internet Marketing, and his YouTube channel have reached over 1 million views combined. Jay has held senior marketing roles with global brands including Sprint, Coca-Cola, McDonald’s, Moniker.com, and eDiets.com. He has presented at leading conferences such as Inc. 500, eBay Live, PILMMA, and M&L Legal Marketing, and has been featured in The Wall Street Journal, The Business Journals, and FOX Business TV. He has also contributed to the industry through leadership positions, serving as Chairman of The Strategic Forum, founding board member of the South Florida Interactive Marketing Association, and President of the South Florida Chapter of the American Marketing Association. Connect with  Jay Berkowitz: Website: https://www.tengoldenrules.com/ LinkedIn: https://www.linkedin.com/in/jayberkowitz/  Traffic to Leads Information and links JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencourt: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    Jay Berkowitz: 10 Golden Rules for Law Firms Competing in the Age of Google AI and ChatGPT

  7. Aug 11

    Sean Garner: Building an AI-Powered Marketing System to Dominate Local Service Niches

    Most agencies talk about SEO, backlinks, and AI; Sean Garner actually shows how to use them to dominate a local market. In this episode, he breaks down the real strategy behind “marketing domination” for local service businesses—from plumbing companies to law firms and medical practices. In this episode, Ted and Sean Garner discuss: How Sean evolved from firefighter and gym owner to running a full-service marketing agencyWhy most local SEO agencies fail their clients (and how Sean fixes it)Practical backlink strategies that actually move rankings for local businessesHow Sean’s AI “shared brain” powers content, SEO, and strategy across all clientsFixing broken intake and sales processes so more leads turn into real revenue Key Takeaways: Sean’s path from firefighter/paramedic and gym owner to agency founder was driven by frustration with agencies that controlled his assets, locked him into proprietary systems, and lacked transparency.His agency focuses on health and wellness, professional services, and home services, using a proven playbook to build category leaders—not businesses chasing a few more leads.Local SEO remains the primary growth engine, but Sean approaches it as “search everywhere optimization,” targeting Google, AI overviews, directories, and brand mentions.Link building is treated as a core growth strategy, with an emphasis on high-quality, localized backlinks from trusted publications, directories, and industry platforms.Sean has built an AI operating system that connects call transcripts, analytics, and first-party data to continuously improve content, strategy, and team knowledge. "Where we get great results with everyone is just local SEO. And whenever we say SEO, we don't just mean search engine optimization. We say it's search everywhere optimization. So getting them to show up in ChatGPT AI overviews and brand mentions and everything."  — Sean Garner About Sean Garner: Sean Garner is an entrepreneur, marketing strategist, and the founder of Sean Garner Consulting, a full-service agency and fractional CMO partner for local, service-based businesses. With more than a decade of hands-on experience, he has helped law firms, medical clinics, health and wellness companies, coaches, consultants, and home service providers generate more leads and achieve sustainable growth. Known for his practical, results-driven approach, Sean specializes in sales funnels, local SEO, positioning, and marketing systems that help businesses attract the right clients and create predictable, scalable growth. Connect with Sean Garner: Website: https://www.seangarner.co/ LinkedIn: https://www.linkedin.com/in/seanagarner/ Traffic to Leads Information and links JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencourt: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    Sean Garner: Building an AI-Powered Marketing System to Dominate Local Service Niches

  8. Aug 4

    Lori Karpman: Turning Legal Expertise into High-Converting Copy for Professionals

    A former attorney who spent 38 years writing to persuade now helps professional service firms ditch feature-dumping websites and replace them with StoryBrand-powered, SEO- and AEO-ready copy that turns cold traffic into qualified, ready-to-buy leads. In this episode, Ted and Lori Karpman discuss: Transition from law and consulting to copywriting and The Copy LabFranchising, licensing, and scaling with other people’s moneyBrand questionnaires, discovery calls, and capturing client voiceStoryBrand framework vs. traditional feature-and-benefit copyAI’s impact on content quality, originality, and lead generation Key Takeaways: The same persuasive writing skills that win legal arguments can be repurposed to create marketing copy that converts prospects into clients.Most underperforming marketing isn’t a traffic problem; it’s a messaging problem rooted in unclear positioning and weak articulation of the customer’s pain.Story-driven content that starts with the prospect’s problem and positions the business as the guide consistently outperforms feature-and-benefit–heavy copy.AI is a useful tool for ideation and structure, but over-reliance on it leads to homogenous, low-impact content that lacks voice, originality, and strategic intent.Clear, focused content can reduce noise, filter out poor-quality leads, and dramatically increase close rates by helping prospects self-select before they ever reach out. "Most content writers sell features and benefits... Features and benefits don't sell. What sells is pain and solution."  — Lori Karpman About Lori Karpman: Lori Karpman is the founder of The Copy Lab, an award-winning content and legal marketing company specializing in copy that converts prospects into clients. A recovering attorney turned copywriter and business strategist, Lori brings more than 35 years of real-world business experience to her work. She has built a reputation for helping professional service firms craft compelling messaging, strengthen their brands, and communicate in ways that drive meaningful results. Known for blending strategic thinking with the power of storytelling, Lori is passionate about helping businesses stand out in crowded markets and connect with their audiences in authentic, impactful ways. Connect with Lori Karpman:  Website: https://thecopylab.ca | https://lorikarpman.com  LinkedIn: https://linkedin.com/in/lorikarpman 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: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    Lori Karpman: Turning Legal Expertise into High-Converting Copy for Professionals
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Ratings & Reviews

5
out of 5
3 Ratings

About

Converting website traffic into leads is hard. Join Ted DeBettencourt, as he interviews the top marketers in the world to discover and share their secrets for how they convert their traffic into leads. If you want to get more leads for your business this is the podcast for you.

Information

  • Creator
    Ted DeBettencourt
  • Years Active
    2023 - 2026
  • Episodes
    137
  • Rating
    Clean
  • Copyright
    © 2023 Ted DeBettencourt
  • Show Website
    Traffic to Leads

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