For your clients, the legal field is a vast and confusing place. After all, there are some lawyers who deal with personal injuries, some with workers’ compensation, some with estate law, some with property disputes, and others with criminal cases—and you know we haven’t even touched on every type of law or lawyer in that list. That’s why service pages are so critical a component of a law practice’s website, because they help your potential clients understand what it is that you do and how you can help them. Here’s how to write services that will be compelling to site visitors and help convert them into clients.
What are the elements of an effective service page?
A service page needs to do four things: define the service, show the value of the service, explain your process for providing that service, and explain why your firm is the right one to provide the service. So, if one practice area of your firm is medical malpractice, your should have a service page defining medical malpractice, explaining how claimants can receive compensation for their injuries if they win or settle the case, how the process of starting a case works, and why they should choose you to represent them.
Why is defining the service important?
Yes, legal services are complex and not easy to boil down into accessible, easily understandable information on a standard website page of approximately 300 to 500 words. But your site visitors are looking for information about whether or not they even have a case and should get in touch with a lawyer. You need to define what medical malpractice is or what workers’ compensation is, otherwise, you’ll only reach people who already know about those things, and that they have a claim—and you’ll miss out on a ton of possible clients.
Why your firm and not the other guys?
Potential clients aren’t just looking at you, they’re looking at other law firms too and comparing them. That’s why your service page should highlight why your firm is the best choice. Maybe it’s your winning record or the amount of money you’ve won for your clients. Maybe it’s a special service you offer, like having attorneys that speak both English and Spanish if you practice in a predominantly Spanish-speaking area of the country or in immigration law. Think about what your audience, your desired clients, are looking for in an attorney and highlight those qualities on your service pages.
If it’s time to rewrite your service pages (or write some for the first time), get in touch with Evenbound. We’ve worked with law firms to create service pages for all areas of their practice that convert site visitors into clients.
No one wants to hire a lawyer who they think will lose their case, they want a lawyer who can win. How do you demonstrate your law firm’s commitment to getting results for your clients and your winning record? Client success stories. How do you incorporate those success stories into your digital strategy? Keep reading.
Why Client Success Stories?
Everyone loves a good success story. There are hundreds of books, movies, and TV shows dedicated to showing successful people and their rise to the top. And while your stats for the percentage of cases won and average settlement amounts are compelling and interesting to clients, they don’t match the power of a success story. Humans are wired to respond to narratives, and we want someone, a real person or character, who we can root for and identify with.
How Do You Use the Success Stories?
A great way to capitalize on a big success is to write about it on your blog. Of course, there are some concerns with writing about real clients and lawsuits when it comes to privacy and what you’re allowed to disclose. You’ll want to anonymize the name of your client; one strategy is to just refer to them as “the client,” another is to use their initials. You should also omit the names of other parties involved (doctors, insurance agents, etc. ) and just refer to the companies or the position the party holds.
When writing a client success story, remember that it is a story. As such, use narrative techniques like setting the scene. Don’t start with the lawsuit, start with the inciting incident; in a workers’ compensation case, for example, start with the injury. And even though you’re not revealing the client’s name, make them seem like a relatable person, tell us that times were already tough for J.B. because his wife had lost her job, or that he had four kids under five to provide for. Doing this will allow the reader to become invested in the story. Include lots of detail so that readers can understand the situation (especially important if they’re going through something similar) and then explain how your law firm got involved: how the client found you, what actions you took to help the client, and the ultimate result.
You’ll also want to take into account SEO best practices when writing success stories for your blog. Ensure that you’re using specific keywords that play into your website’s overall keyword strategy and apply to the specific case. These will help people in similar legal circumstances to find the story and your site, which may prompt them to give you a call to discuss their potential case.
Client success stories are one good method for reaching potential clients online. There are a lot of other ways that you can enhance your digital presence and attract potential clients to your site. Interested in learning how? It all starts with a conversation. Schedule a talk with our President, John Heritage to see how digital marketing can work for your firm.
Do you know how clients are discovering your law firm? It used to be paper advertisement and literal word of mouth, but with the explosion of the internet and the digital space, all that is changing. It’s no longer bench ads and billboards that are bringing in new clients, it’s digital marketing.
Online searches are one of the top ways that people are finding service providers in every industry, and the legal field is no exception. As of 2017, 55 percent of people used online searching to find service providers. Think about the last time you needed something you didn’t have a regular service provider lined up for, like a car repair or landscaping. Chances are, you went straight to Google and searched for “Landscaping companies near me” or “Car repair in X city.”
When those outside of the legal profession need an attorney, they’re doing the same thing. Having a strong digital presence that makes use of SEO (search engine optimization), keywords that your potential clients are using as search terms, and paid search ads, which put your listing at the very top of the search results page, will get your firm found.
Once potential clients search for your services online, they’re going to check out your website. In fact, 58 percent of people mention websites as a factor in their process for finding a service provider such as a law firm. Having a website that looks like it was made at the dawn of the internet is going to make you look bad, as is one that is difficult to navigate, incomprehensible or hard to read and understand, or lacks the information they need about your services and how to get in touch.
Online Industry Articles
Fifty-three percent of people say that they’ve found service providers through online articles. That’s a huge segment of the population. If you’re already getting good industry press, that’s great, if that content is online, even better. Want it to reach future clients? You need to promote it on your website and on social media, otherwise, they might never see it.
Another way to take advantage of this trend is to create your own articles: write a blog. If you’re writing about the things your clients care about and the questions they have, such as “Do I need a lawyer for a DUI case,” “How do I file a workers’ comp claim,” or “How do I prove medical malpractice,” they are more likely to find you and to trust your advice enough to give you a call.
What people are saying about you matters, and your online reviews, whether on Google, Yelp, or anywhere else are factoring into potential future clients’ decisions about you. The online review is the new word of mouth, so ensuring that you provide excellent service to all clients and potential clients is essential to getting a good rating and preserving your online reputation. Satisfied clients will provide good testimonials, not only to the people they know, but to others online.
If you want new clients, you’ve got to reach them where they’re looking: online. That means having a robust digital presence and using digital marketing strategies. As professionals, you know a lot about your legal specializations, and you know the value of expertise. Let Evenbound put our expertise in digital marketing and web design to work for you. Contact us online or give us a call to get started.
If you’re unfamiliar with marketing, terms such as digital marketing, content marketing, inbound marketing, marketing automation, digital strategy, and so on can be utterly confusing and practically indistinguishable from each other. In truth, each of these terms has a specific meaning. Inbound marketing and marketing automation are two which are often confused by newbies to marketing jargon. So what’s the difference?
in•bound mar•ket•ing \ ˈin-ˌbau̇nd ˈmär-kə-tiŋ \ ▶ noun. A marketing method that uses content to attract potential customers, then convert them into leads and sales. In opposition to traditional marketing methods, which push advertising copy onto consumers through interruptive advertising (hence the term push marketing), inbound marketing seeks to pull consumers in with compelling content that speaks to their needs. Inbound marketing is therefore customer-centric, rather than marketer-centric.
Inbound marketing employs techniques such as blogging, social media promotion, gated content offers, and SEO (search engine optimization) to attract clients on platforms like search engines and social media sites, which they are already using to research products and services before they make purchase decisions.
mar•ket•ing au•to•ma•tionˌ\ ˈmär-kə-tiŋ ȯ-tə-ˈmā-shən \ ▶ noun. software which automates marketing processes. Includes email automation software (MailChimp, Aweber).
Marketing automation software is a tool, whereas inbound marketing is a methodology. In fact, marketing automation software is a tool that is extremely useful in inbound marketing. Marketing automation software can be used to capture visitors’ information when they convert to leads, and from there, these leads can be segmented based on criteria such as industry, role/position, and place in the buyer’s journey and then be delivered relevant and timely content. Rather than dumping all of your contacts into an email list and sending the same content to everyone, marketing automation allows you to target a specific group of leads or clients, ensuring that you’re not spamming those to whom the content doesn’t apply, and that leads receive content that is specific to their particular needs.
Using marketing automation software to automate some of your lead nurturing marketing processes can be a major component of an effective inbound marketing strategy. Combining compelling, engaging, and pertinent content with targeted promotion and delivery is key to reaching potential customers in the changing marketing landscape.
Want to see what inbound marketing can do for your company? Interested in how you can better use marketing automation? Let’s talk. Click the button below to schedule your free inbound marketing evaluation:
For attorneys, blogging can seem like a slippery slope; after all, you don’t want to offer free legal advice. Your knowledge and expertise are your services, and you don’t want to be just giving that away. It’s important to know that blogging isn’t just free info, it’s a crucial tool for building your credibility and attracting leads online
There are two major reasons why your site should have a blog: 1) it is a way to increase your site’s SEO (search engine optimization) and 2) blogging allows you to demonstrate your expertise. Since blogs are regularly updated (or should be, at least once per month), they’re a great way to add to and refresh your website’s content. Blog content uses relevant keywords in unique contexts (good for SEO) and the addition of new content means that search engines will crawl it.
By blogging, you’re also able to answer your potential clients’ questions, without charging them or obligating them—they feel like they’re getting free legal advice, and see that you know your stuff. When potential clients think you’re knowledgeable and credible, they’re more likely to want to work with you.
How Should You Blog?
Post at least once a month on topics relevant to your potential clients’ situations and your practice and specialization areas. To avoid falling into a trap of giving free legal advice, address topics that are general, and might come up before a client’s first consultation, for instance, “How do I know I have a case?”, “What is medical malpractice?”, or “How to find the right attorney”. Frequently asked questions are often a goldmine for blog topics; blogging on them can even save you from having to answer them time and time again.
Your blogs should also contain calls-to-action, phrasing that directs the reader to connect with you in some way, whether it is to send you a message, provide their contact information, or schedule a consultation. When readers, upon reading your post, decide that it’s time to speak with a lawyer or find that they have questions, they’ll contact you, potentially turning into clients.
Promote, Promote, Promote
Promoting your blog posts is just as important as writing them. If you’re just publishing them on your blog, even with the best keyword integration and catchiest title, it still might go unread. Promote your posts on social media and on other platforms to ensure that the content is reaching your potential clients.
If you’re looking to boost your firm’s credibility and attract new clients by incorporating blogging into your digital strategy, talk to us.