Your customer is poring over your new website, clicking article after article to learn as much as he can. He feels like the information was tailored directly to him, and he cannot believe you would offer so many tips on his type of case before he has even called you. He’s pretty sure you can help him, but there’s still a few more attorneys on his shopping list, so he decides to leave the decision for another day… but then he sees the offer for your FREE book.
He clicks the link, and the book is on his way.
If you’ve been reading our legal web marketing tips, you know what happens next: you follow up with the customer using the contact information he supplied, eventually signing him as a client. This is of course the ideal outcome, but remember what we said about ideal clients. There’s a chance this customer won’t be a good fit for your law firm’s niche. What do you do then?
Luckily, your book can clear up any misunderstanding about who you are and what you do. For instance, your book should repeat the following messages clearly and often:
- A description of exactly the type of case you typically handle and are willing to take on. Your customer will either realize you are not a good fit for each other, or else feel as if the book was written specifically for him.
- Step-by-step instructions on how to choose the lawyer that is right for them. Again, you can be selective of your clients without seeming heartless. If you’re not a good fit, there are plenty more attorneys out there for a shopper to choose from.
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