Interest - With so many available sources of information, lawyer marketing must stand out and attract clients. To do so, the lawyer must be in tune with what the client is looking for. Today's clients often search the internet and other sources seeking information pertaining to their particular problem. Therefore, the legal marketing strategy must attract the client to the lawyer's website and interest them enough to stay by providing superior educational materials in an easy to navigate format.
Inform - The most important attorney marketing message that today's lawyer can send is to educate. The educational message is unlike the traditional legal sales model. Today's client seeks out an attorney when they need an answer to a question. Once the client's interest has been peaked, the law firm must provide quality, easy to understand, and valuable information to build trust with the client. The legal marketing strategy must not only answer that question, but anticipate and encourage follow up questions as well.
Inspire - After the client's interest has been captured and his question answered, he must be inspired to interact with the lawyer. Quality educational materials are question provoking. Beyond that, the law firm's internet materials must encourage interaction. Once the client has interacted with the law firm, the lawyer must keep him on their client list and repeatedly follow up with additional educational materials. Over time, trust forms, and the client may be inspired to hire the attorney.
Change your law firm's legal marketing message by contacting the attorney marketing guru Ben Glass at Great Legal Marketing. Fill out our online form or call our office at 703-591-9829 for more information.