Incorporating Client Success Stories into Your Law Firm’s Digital Content Strategy
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.