If you want to have any hope of differentiating your law firm's website from those of the competition, you need to dangle a “free offer” in front of visitors—and nothing is more enticing to people in need of legal representation than a complimentary book or report. By convincing prospective clients to click your “free book” button, you're providing grist to your client management system—and if you follow up on those valuable leads, you're bound to increase your client list down the road.
What Kinds of “Free Books” Do Prospective Clients Like?
You don't have to actually have a book published by a reputable print publisher in order to make a free book offer. In today's Internet age, it's sufficient to email prospective clients a home-made “e-book”—or, if you're feeling more ambitious, you can self-publish a slim paperback so they can hold an actual, physical object in their hand. The question now is, what should be the subject of your book? You'd be amazed at how much people like:
- Books or reports explaining how their prospective lawsuits can go wrong. Think along the lines of Ten Mistakes that Can Sabotage Your Personal Injury Case.
- Little-known, but useful, facts that can mean the difference between a successful and unsuccessful outcome, such as Ten Facts About Filing a Workers Compensation Case in California.
- Books with an insider perspective, or that prey on the suspicions of prospective clients. For example: What the Government Doesn't Want You To Know About Social Security.
The list goes on and on. The key to a free book offer is coming up with an irresistible title, and then making good on your promise. The book doesn't have to be 50,000 (or even 10,000) words long, as long as it delivers the goods and your visitor is sufficiently impressed.