For a successful marketing campaign these days, the Internet is one of the most efficient and productive tools. Getting potential clients to your website can be difficult, but with a few tips on Internet marketing, the people will come.
But the deal isn’t done as soon as they get to the website. That’s where the relationship with the clients really begins.
Once you’ve managed to get a potential client to your website with a very attractive ad in the Yellow Pages or somewhere else on the Internet, things are off to a good start. But after he downloads or orders the free information packet, DVD, or book that you’re offering on the site—you do offer free information on your site, right? —you need to keep him there and continue the conversation. You now have his contact information and the practice areas he is interested in, but to convert this reader into an actual client you have to keep giving, and the website is the perfect place to show your practice as his ideal law firm.
There are a few key ways to provide information on a website. Using a variety of types of articles will open multiple lines of communication with the potential client. Set yourself apart by allowing potential clients to decide what kind of “voice” they want you to have, whether it’s formal or informal, informative or conversational.
There are four basic types of articles that people will look for, read, and act on:
- Library Articles. These are more formal and informative articles where you can showcase your expertise on a particular practice area or subject. Potential clients naturally read more about the practice area that fits their own cases.
- Blogs. These articles are written in a conversational tone, as a person talking to other people about everyday topics that they happen to need information about. These can use an informal, even jaunty, approach.
- Frequently Asked Questions, or FAQs. Many clients ask similar questions, and you want to be there to provide them. This is especially helpful because some people just Google exact questions like, “What can I do about a DUI in Texas?” If you have the answer, then you’re the attorney they will talk to.
- News Articles. There is probably plenty of current information about your practice areas in your local area or across the country. With the help of Google and the potential client’s interest, you’ll come off looking more up-to-date than some news sources. That’s the type of lawyer people want to hire.