Lawyers who want to get more clients online typically begin with websites and blogs. They may also add articles and other types of content, such as Q&A and summaries of current laws. Many professionals fail to realize the impact of content on their online marketing effectiveness. To reach your target clients, you need a compelling message that directly addresses your client’s problems.
Your content needs to reflect the client’s emotions, not just the facts of the case. Clients come to you experiencing fear, anger, and frustration. Many legal problems reflect the most intimate details of a person’s life. They’re not only afraid of the outcome of a case; they’re intimidated by the process and the need to call a lawyer. They can be afraid that you’ll be aloof and judgmental. They may have heard stories from friends who spent thousands of dollars on legal fees and got nothing.
Writing for the Internet is quite different from any other kind of writing. You need to use short, direct sentences. You have to anticipate that readers will skim rather than read carefully, line by line and word by word.
As a professional, you face a special challenge. You can’t afford to sell yourself as if you were greeting visitors to a used car lot. The copywriting rule is, “Show, don’t tell.” Use examples and stories. Minimize the use of adjectives and adverbs, like “amazing.” You can’t promise results and outcomes but you can show how your office creates a unique experience for your clients. You can show that you go the extra mile and explain why you can enhance the likelihood of a positive outcome.
Besides compelling content, you need to research the words your prospective clients type into Google, Yahoo and other search engines. You need to make sure these keywords are included in website content. and include these keywords in your articles, blog posts and other online content. Of course your website also needs to be optimized, one page at a time.