For your law firm, a conversion typically means getting a potential client to interact with your site, not just visit it.
To this day, the single best tactic to convert and engage your web visitors is by offering a free content download. In exchange for this offering, your visitors will give out their name, email address and (at times) more.
But just tossing out a free download on your site isn’t likely going to get you the qualified leads that are worth your while to follow up on. For that, you need a content-download strategy.
Building a winning content-download strategy for your law firm
1. Offering multiple free offers
Stop me if you’ve heard this one before, but the web has become a seriously personal place. With less than five clicks and a few taps on the keyboard, you can have any type of experience you want online.
That makes your job of marketing your law firm that much more challenging. Prospects have become highly selective on what they’ll acknowledge, consume, and act on. Getting through the gate takes more than just really good content (although that’s a non-negotiable).
It takes personalization.
Personalizing your content downloads means developing a variety of offers that align with your prospects’ point in the sales process, as well as relating to their current state of mind.
For example, let’s say you publish an article focused on the steps leading up to filing a civil lawsuit. You’ll likely see more conversions on your call to action if that CTA relates specifically to the subject at hand – civil lawsuits.
That same type of personalization can take place on the main pages of your site. If you offer various legal services, create a content-download offer specific to each service.
Pro tip: Create an FAQ section on your site (a great way to rank higher for some long-tail keywords). But rather than put every possible question/answer pairing on your site, highlight several Q/A pairings you know your audience would be interested in.
Then, for the CTA of that page, create an expansive eBook with a relative title to your FAQ page, such as: Top 25 Questions Every Person Should Know Before Hiring a Lawyer.
If the information on your webpage was valuable, then you should have no problem convincing your visitors to download the rest of the content.
2. Create content around your offers
We’ll get into the various types of content you might consider creating in a moment, but let’s just say, for example, that you’ve created an eBook titled: 10 Questions to Ask Before You Hire a Lawyer. A good strategy to follow is creating a supplemental blog post that highlights and teases the eBook’s content, while still offering its own value to readers.
In this case, that means possibly highlighting 3 of the 10 questions to ask. When discussing the 3 questions, be careful not to regurgitate the same content you produced for your eBook. You want the customer experience to be fresh and worthwhile every step of the way.
Then, for the call to action of that post, encourage your readers to download your complimentary eBook.
Seeing as your content offer is a key part of your strangers-to-leads-to-conversions funnel, it’s worth going above and beyond the blog post as well to promote your download. Make your offers become an integral part of your marketing pitch.
If you get invited to talk on a podcast, radio show or TV program, pitch your offer. Listeners will be far more likely to visit your site if they know they’re getting something for their troubles.
And, of course, let’s not forget social media. All too often we see law firms post what they believe to be “relevant legal news” to their audience, and nothing else.
Those pieces can be helpful, but they’re not designed to cultivate leads. Find creative ways to promote your content offers across social media, including using infographics, GIFs, videos and more.
3. Monitor your data and make changes
Creating and promoting a variety of personalized offers is a pretty hefty task. If you’ve gotten this far, kudos to you.
But – realizing I might be bursting your bubble – your job isn’t over. Even if your content offer performs exceptionally well now, that success won’t last forever. Your prospects’ needs change. The reason they visit your site will change.
You have to be ready to adapt your offers to meet their needs. Sometimes it’s as simple as changing the color of your CTA, or the location.
Other times it’s changing the wording of the CTA, or the type of content you’re giving away.
You won’t really know what’s working and what’s not until you dig deep into the data. This, of course, can be a giant task to take on, but without it, you’re just arbitrarily placing buttons and offers across your site.
If you want to see a return, you have to turn to the data.
Types of content downloads to consider offering
You could get lost and overwhelmed if you tried your hand at every type of content offer out there. Let’s just focus on the few I’ve seen work for law firms:
- The eBook – Really, this is the best possible offer you can give. As a professional service, a lawyer’s expertise is highly coveted and valued. If you’re willing to impart some knowledge, prospects will be certain to soak it up.
- Guides – This is a variety of the eBook, but crafted in a way to get the reader from point A to point B.
- Webinars – A webinar can be as simple as your eBook repurposed onto a slideshow (although I strongly encourage you to appear in your webinar, to humanize the experience). Webinars are great because you can continuously promote and share past webinars.
- Case study – I’ve found that case studies are most effective for attorneys attracting business clients; however, don’t write them off for all your clients. If you find a way to bring a narrative element to your case study, all of your clients will take something away from it.
I wouldn’t offer a free consultation as an offer gated behind an opt-in form. If you have a prospect willing to have a free consultation, make it simple for them by using a straightforward contact-us page and form.
Turn web visitors into leads and clients
The “age-old” content offer is a critical tool for turning visitors into leads, which you can then nurture into clients.
But before you create any piece of content, make sure you know who you’re trying to target, where you’ll target them, and how you’ll follow up with them once they opt-in.
Do that, and your website will turn into one of your best lead-capturing channels.