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

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

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.

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How are Clients Discovering your Law Firm?

How are Clients Discovering your Law Firm?

How are Clients Discovering your Law 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.

Internet Search

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.

Website

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.

Online Reviews

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.

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How to Address Negative Reviews Online

How to Address Negative Reviews Online

How to Address Negative Reviews Online

Testimonials have always been an important source of advertising for home service providers, and most professionals in this field cite referrals and word-of-mouth as major sources of new leads. In the digital era, testimonials haven’t disappeared—they’ve moved online, in the form of online reviews. If you’ve ever looked up a new restaurant on Google, you know how influential reviews can be in deciding whether to eat there and just how catastrophic for business a negative review can be. If you get a negative review of your service online, how can you recover?

Determine Authenticity

The first step is determining the authenticity of the review. There are people out there who will post false, negative reviews, and most places where users can leave reviews, Google, Facebook, Yelp, etc., have means for reporting and removing reviews that are not legitimate. If you can’t get the reviews removed—which is often the case, as it is difficult to impossible to prove, with anonymous usernames and all that, if the reviewers were actually clients or had any experience with your company at all—there are other ways to respond.

Respond Professionally

One way is by posting on your social media about the fake reviews; it’s an experience that others can relate to and can ever be a source of humor, especially if the spammers have awful fake names. Another is by responding to the negative review—in a comment on that review, if possible—politely asking for the reviewer to contact you to clarify and rectify their experience. If the review is fake, the person will never get in touch, but other people reading the reviews will see that you take customer service complaints seriously and will follow up with them.

If the review is real, the first step is seeking to rectify the situation. Respond to the review publicly, as described in the last paragraph, and get in touch with the client directly to ask them how you can make good on the situation. In some cases, if you fix the problem, offer a discount on future services, or offer an apology for the error or poor customer service that compelled them to write the review, the client may choose to delete or amend the review.

What If There’s Nothing I Can Do?

If there’s nothing you can or will do to satisfy this negative reviewer for whatever reason, whether because they can’t be satisfied or the issue was monumental, you’re not doomed to sit in one-star purgatory forever. The thing about reviews is that the more you have, the less each individual one counts in the average, just like with grades in school. If you get a C on the test and it’s the only grade in the class, you’ve got a C in the class; but if you got a C on the test but all your other grades were As, you might make out with an A or B in the class. Same applies to reviews. So, solicit positive reviews from other clients, ones you know are satisfied with your service.

Bad reviews suck, and they can have a negative effect on potential customers, especially now that so many people are researching home service pros online, but they aren’t the end-all, be-all. If you get a negative review, determine its authenticity and respond accordingly by addressing the review itself and bolstering your rating with good reviews.

Online reviews are just one part of a strong online presence and digital strategy for home service providers. If you’re ready to improve your digital presence and marketing efforts, it’s time to talk with Evenbound.

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