How effective is your internet marketing at generating leads for your law firm and nurturing those leads to become clients depends on how successful you are at identifying and speaking to your prospects’ “point of pain” – the problems they need your help in solving.
You don’t have much time to engage them – industry research indicates most prospects spend less than 10 seconds evaluating your website or blog and if they find nothing immediately relevant to them, they quickly move on. You must grab them from the very first moment they land on your site.
Here are four questions your prospects want answered when they visit your website:
1. Do you practice the kind of law I need?
Whatever type of law you practice should be spelled out clearly with words and visuals. It should be blatantly obvious within seconds, even to the casual observer. This is not the time or place to tell them every single thing you can do. Focus on your major practices, not the one that you helped one client with five years ago. Position yourself and your firm as a specialist.
2. Do you understand my specific problem?
Get as many legal words off your pages and speak to prospects in their language so that they understand that you understand. This builds trust and if they don’t trust you, they won’t do business with you. For example, no consumer uses the term, “family lawyer.” Many of them don’t even know what it means. Only 5 percent of visitors that end up at personal injury websites use the term, “personal injury lawyer.” 95 percent are searching for something else (car accident lawyer, dog bite attorney, etc).
3. Can I relate to this attorney?
Lots of law firm websites have information that clients want to know hidden under a “References” or “Resources” tab. While information and education are important, what people really want to know is, “Can I relate to this attorney?” and I know of no better way to demonstrate this than through video. Over the years, I’ve become a major supporter of having multiple videos on your website. There should be one on your home page, your bio page, each of your major service pages, as well as your contact page. Talk about why you got into law, what your passion is, what kind of clients you love to work with, frequently asked questions they have and success stories your firm has achieved.
4. What are the benefits, value, results and solutions this attorney has achieved?
This is a tough one for most lawyers because they don’t really understand the benefits of working with their firm, so you must spend some time giving serious thought to what makes you different. When asked, “Why should I hire you?” most attorneys give the same stale responses: “We have good quality services,” “We have a lot of experience,” and “We are a boutique law firm that will take care of you.” The problem is when you look and sound like everyone else, people start to compare you based primarily on price. Instead, focus on the benefits you bring to clients, the results you have achieved and the creative solutions you have developed. Use client testimonials to tell your story. Using terms like, “We care,” is both trite and commonplace. Get to the heart of the matter. Stephen Fairley