By: Rachel Reynolds from Gladiator Law MarketingJanuary 10, 2020
Every law firm has a lot of enthusiastic things to say about themselves. Websites and marketing brochures everywhere are sprinkled liberally with “we” and “I” statements that tout the outstanding qualities of a firm.
While it’s okay to state what you’re good at, it’s also really important to remember why potential clients are reading your website in the first place. With law firms, it’s usually because potential clients have questions and are trying to find answers. Never underestimate the power of useful information in converting users into leads. That’s why client-centered content is so important!
Don’t Give Readers a Reason to Click “Back”
Of course, your content must contain SEO keywords and phrases so that search engines and readers can find you. But after arriving at your website, the quality of your online content is paramount in determining whether — and for how long – a reader stays there. Minutes and seconds matter in the world of consumer engagement and Google rankings, so the longer a user stays on your page, the more likely it is he or she will become a lead.
DON’T GIVE READERS A REASON TO CLICK THE “BACK” BUTTON IN SEARCH OF BETTER INFORMATION ON A COMPETITOR’S SITE.Travis McAshan, founder and managing director at Glide Design in Austin, Texas puts it this way:
“Not only does a customer-centered site do a better job of selling, but customer-centered content can make or break your site’s ability to create quality conversions. You should be doing more than just defining your services and puffing yourself up. You should be reaching out to the customer like you were standing right in front of them.”
McAshan, whose web design and marketing firm serves clients in multiple industries, offers five tips for writing customer centered content:
- You can use “you”.
When you write, pretend that you’re speaking confidently to someone you know. You’re never lecturing. You’re engaging in a helpful conversation in which the other person’s voice isn’t heard, but is anticipated and valued.
- Write in a conversational style.
Strive to write in a conversational style. Just remember, the more friendly and approachable, the better. Use common words not business jargon, which will draw the reader closer.
- Tell the readers what’s in it for them.
Speak to the significant benefits for readers. Focus on their needs, not on yourself. They want to know, “what’s in it for me?” Of course, you have an agenda, but you can’t connect to your readers unless you write to their self-interests, not your own.
- Speak in the reader’s language.
Your style and your choice of words should match your reader’s style. A letter to baseball fans should have the slang and punch of a sports column. [A more serious and compassionate tone works when your reader is looking for a lawyer to represent them in a divorce or car crash].
- Be a mirror.
Ultimately, the best content isn’t really about you, your business, or even its products and services. The best content is about your customers. Your content should be a mirror. When prospects read it, let them see themselves: their hopes and fears, their values and dreams, and their best idea of who they are or would like to be.
Your Web Content Either Helps or Hurts You
There’s very little in-between where web content is concerned. Your content either engages readers and draws them in, or causes their eyes to glaze over. Within the first few seconds, you either “hook” a reader or their mind wanders and they’re thinking about that sandwich they’re going to have for lunch.
Tips on What to Include
So, what kind of content helps your law firm where readers are concerned? Here are a few ideas to keep in mind:
Your reader is probably traumatized, worried or unhappy. Be compassionate. Most visitors to law firm websites have a problem they’re trying to solve. They’re going through a difficult ordeal (bankruptcy, personal injury, death of a family member, divorce) and they need someone they can trust to help them through complicated legal issues.
Establishing trust and credibility is essential. Law firm website readers are often dealing with highly personal and confidential information, and they want to know that you are professional, trustworthy, authoritative, and possess expertise. Demonstrate that you are highly regarded and trusted within the legal field. For more about this, read Gladiator’s recent blog about E.A.T. – Expertise, Authoritativeness, Trustworthiness.
Define the “win.” Website readers are looking for reasons to choose your law firm above all others. They want to know what you can do for them and how you can make their lives easier. Remember, they’re likely going through a very hard time and they’re trying to find a peaceful port in a turbulent sea. They want to see a light at the end of the tunnel.
Client testimonials on your website can be particularly effective at helping to “define the win.” When other satisfied clients write a few sentences about why they like your firm and what you achieved on their behalf, this can be very persuasive to website readers. Customers listen to other customers. To learn more, read our blog about how to request and highlight client testimonials. Client reviews posted on Google My Business (GMB), Avvo, SuperLawyer and other legal platforms can also be persuasive. Read more about how to successfully ask clients to post reviews here.
Design matters. When we speak of content, we’re referring to both the written word and the visual design of your website. Make sure that your web design is user-friendly, intuitive and not overly cluttered. Site visitors should not have to work hard to figure out where to find the information they need. Where design is concerned, clever never surpasses usability. Make navigating your site effortless. Read more or our tips on effective web design and its impact on SEO.
Figure out what sets your firm apart and make that part of your brand. Establishing your firm’s “differentiators” – those qualities that are specific, unique, concrete and actionable – is important. Your brand should stand for something, and your firm’s performance should back it up over time. By determining what your firm does better than any other law firm in the region, you can begin to build a buzz in the market and generate word-of-mouth referrals. Stay away from “undifferentiators” that are broad and general promises to consumers, and instead focus on narrow and specific positive qualities and performance, especially if you’re a smaller or boutique law firm. Read more about building your brand with differentiators.
Anticipate Readers’ Questions
Most visitors to law firm websites have questions and they’re trying to find answers. By anticipating readers’ questions and proactively answering them, you engender trust. You also set yourself up as an authority on these issues and prove your expertise.
A question-and-answer format for web content can be especially effective on practice area pages. Whether that means you ask a question in a headline and then answer it in the text below or you actually use a “Q” and “A” outline, that’s up to you. Either way, it helps a reader easily identify the information that’s most important to them.
Remember, a lot of site visitors scan a page before they read it. That means their eyes run quickly down a page as they scroll making note of headlines, graphics and callouts. After scanning a page, readers will then typically go back and read the sections that interest them. That’s why it’s critical that your web content passes the “scanability” test. Content needs to be easily digested at a glance, broken up into chunks that share a common theme, and not too copy dense. Very large sections of black and white text can be intimidating to readers. Visitors will leave a page that they can’t figure out how to navigate, which means a lead lost.
It’s a website’s job to do the heavy lifting so readers don’t have to. Anticipate the top-of-mind questions that a potential client might have, and then provide well-researched and concrete answers. Then offer to provide greater details via a phone conversation and list a contact number to call.
Here’s the Takeaway
- Give readers what they want with client-centered content.
- It’s far less important what you say about yourself than it is to create feelings of engagement and emotional satisfaction in the reader.
- Those first few seconds are critical in hooking a reader and keeping them on your page, so make sure you are giving them the information they’re looking for.
- Time on page boosts your Google rankings and increases the chance of converting a reader into a lead.
- Anticipate readers’ questions and answer them proactively, particularly on your site’s practice area pages.
- Establish right off the bat your firm’s authority and trustworthiness and reinforce these themes with persuasive client testimonials.
Remember that law firm web readers may be hurting, confused or scared because they’re facing big, life-altering problems, so be compassionate and reassuring. A little kindness goes a long way. If you follow these suggestions when creating client-centered content, you’ll enhance your sites ability to convert readers into leads.About The Author:Gladiator Law Marketing is a client-centric business that helps small to medium-sized law firms with their web marketing initiatives. You can reach CEO Lisa Vaughn at contact@gladiatorlawmarketing.com
Attorneys – Check it Out!! LET STEVEN HEISLER, “THE INJURY LAWYER”, AND THE LAW OFFICES OF STEVEN H. HEISLER BE YOUR GO TO INJURY ATTORNEYS IN THE STATE OF MARYLAND. If you have a client who has been in an accident, job injury, or any other type of injury in Maryland, don’t hesitate to call or email Steve personally to discuss.Steve has received referrals from numerous attorneys throughout the United States and will gladly provide references. sheisler@injurylawyermd.com410-625-4878 (HURT)877-228-4878 (HURT)www.theinjurylawyermd.comCell- 443-854-2471
Quick Tip By: Catherine Crosbie
I’d like to tell you a bit about a Prospective Client Interview I had recently…
If you’re unfamiliar with the concept of a Prospective Client Interview, it’s an opportunity for me to ask questions to get to know the prospective client and their practice better. By the end of our questions and answers, I’m typically able to present one or more solutions. I aim to impart value during this meeting even if my solutions aren’t the right fit.
As the prospective client and I got talking during this recent meeting, she told me in her own words about how she’s interested in alternative business models, innovation in professional practice, unconventional yet smart marketing, and educating prospects with useful information.
In other words, she understands that the world of professional services is changing and consumers aren’t interested in the old way of doing things. She’s not interested in the old way of doing things, either. She understands that to be successful in the long-term, you have to be different.
Music to my ears!
Like Winston Churchill, Albert Einstein, Steve Jobs, and other great thinkers… I subscribe to the philosophy that doing the same stuff that everyone else does leads to mediocrity. That’s why I offer marketing options to make clients stand out. So I think this person and I are on the same page.
Anyway, she talked about how she has wanted to write a book for quite a while, but doesn’t have the time to get it done. Her motivation is sincere: she sees a need and wants to help people.
Writing a book and other information products is a great idea for several reasons, beyond the fact that it’s helpful to others…
People appreciate helpful information, especially when it’s not easily available. Being the source builds your brand and a positive reputation.
Plus, have you ever noticed that the word “authority” stems from “author”?
Authoring a book is a sure-fire way to build authority in an area because you literally “wrote the book on it”. As the source of quality information, you become a go-to leader in your field. Think: consistent leads, a growing referral network, and greater ease in converting prospects.
There are many benefits to having a book and various ways to do it. If you sell your book, you even set yourself up with a passive revenue stream.
However you do it, authoring a book is a great way to help build your dream practice.About the Author:Catherine Crosbie is a practice-building specialist. She used to be the in-house marketing director for a small law firm. During those three years, she increased target intake by 94%, enabling her employer to sell the practice. After that, she started offering marketing training, consulting, and implementation services to help lawyers and other professionals build their dream practices. Call 902-453-1903 or email Hello@CatherineCrosbie.com to schedule a free initial consultation, or visit www.ProvenMarketingForProfessionals.com
That’s it for this week. I’ll have a brand new issue for you this time next week. Also, if you have any questions or comments about the content in this newsletter please email me at sheisler@injurylawyermd.com ~SHH
