This is the second installment of our Content Marketing blog series. To see our first post, visit here.
Using content in your law firm’s marketing can work beautifully to draw prospects … if it educates.
Fortunately for you, most lawyers instead begin their websites with their qualifications, their free consultation, their caring approach, their accessibility, and a host of other attributes that (a) are the same on hundreds of lawyer sites and (2) speak to consumers ready to call.
But most site visitors need more information and persuading before they are ready to contact you.
Lesson 2: Educate, don’t sell
The best way to provide that information while simultaneously demonstrating that you are the right lawyer for the job is to provide large quantities of educational content in a variety of formats. In the words of Kimmel & Silverman’s (LemonLaw.com) marketing director:
“The largest challenge that we have is educating consumers about their rights. A lot of people know about the term lemon law and what it is but they don’t know how the law works or what you need to do to implement your rights. Many people think that they need to go to the dealership. That’s incorrect. The claims are against the manufacturer. Many people feel that they need to go through the state attorney general’s office. That’s also incorrect.
“The most popular feature on our site is our blog. The blog was established a few years ago and we’ve used the blog to educate and create dialogue between drivers both nationally and even internationally about specific manufacturer defects and specific manufacturer problems that are out there. Jeep water leak, Audi oil consumption problems, Ford think systems defects, General Motor “stabilitrack” problems. These are the types of things we know many consumers are dealing with. And what we’ve seen is that these consumers have used our blog as a dialogue. They share their stories see if we can help, and see if other consumers out there have feedback for them.”
Notice the variety of information provided: How the actions proceed. What problems exist. What other consumers in the same situation have to say.
Another option is to go big and pack a lot of information into one product. North Carolina divorce lawyer Jim Hart offers an ebook at no charge on his websites DivorceGuide.com and NCDivorceGuide.com:
“I have a free divorce guide that is about 50 pages. It’s an A to Z guide to what you need to know about divorce in North Carolina. I use Google pay-per-click to drive traffic to that website and that free download. I’m very targeted in how I do that. I get a lot of people who will call and set an appointment with me after downloading that report.”
If you narrowly define the niche your marketing targets like attorneys we profiled in Lesson 1 have done, you too can create a website that is the go-to resource for people with problems in the specialty you serve. Those people will then think of you first when they are ready to hire a lawyer.
If you need help generating content, we can help with either:
Or call us at 800-440-4780. We will recommend an affordable content-generation program and provide samples.