Effective Methods to Use Content to Show Your Law Firm’s Expertise
Larger legal corporations providing a variety of services across multiple sectors often miss the mark to make a significant impact online. Although deep levels of knowledge and expertise are evident, many experienced practitioners in larger law firms struggle to communicate effectively with those looking on their sites for assistance.
The Web is an increasingly essential component in conversion rates. Even if potential clients have found you through a referral, they will check out your Website to ensure you can meet their needs. When your Website content shows industry expertise, you earn their trust and increase the opportunity to convert them into a new client.
Understand What Clients Expect From Your Site
Most people want to find someone that they believe understands their concerns before establishing whether or not your firm is the right one to help them. It’s a question of trust. Evidence of relevancy can be more compelling than the kind of general information found in the About Us page.
So what evidence do you need, and how should it be presented when it comes to your Website?
Here are the top five tips for effectively using content to show your law firm’s expertise.
Begin an industry-specific blog.
Prospective clients want to know that your attorneys have experience with their particular issues, and a niche blog is the ideal place where you can be specific and address case histories. Writing and keeping a current blog allows you to reach prospective clients who are searching for answers. It shows you as skilled, helpful and knowledgeable, and it builds trust without much effort on your part.
Create downloadable content.
Create something valuable and relevant for clients, such as a whitepaper, solid research, or a free e-book. This kind of useful content is far more compelling than a brochure and gets passed around.
Invite all site visitors to sign up for your online newsletter.
Offering a way to continue to receive important content provides you with a chance to turn interest into opportunity. You can also invite those on your list to Webinars.
Create social media feeds.
A valuable Twitter feed or LinkedIn group for your particular area of expertise enables you to build and manage a large network of contacts. It’s another good way of engaging the interest of potential clients and a unique tool for distributing useful content.
Organize your content thoughtfully.
Your firm almost certainly already has much of the information you need to demonstrate expertise. The unfortunate news is that it might be difficult to locate on your Website. Make it easy for people to find by promoting relevant content directly on your marketing page.
Put all the relevant information in one place to simplify the process for prospective clients. Every time you provide links to search for information in another part of the Website is a chance to lose them.
Serve your sector with valuable web content
By connecting with clients on your Website on a fundamental level you can build the trust that leads to conversion. When you consider the specific needs of your clients, do everything you can to fulfill them on your Website. It’s a genuine opportunity to differentiate your firm from the competition. Focus on one area, then move on and add value to the next one.
Edward Kundahl, Ph.D., M.B.A.