WRITE COMPELLING CONTENT IN RECORD TIME KEEP IT SIMPLE, COUNSELOR!
As you read on Page 1 of this newsletter, targeted content is the key to attracting the cases you want. It positions you as an expert and pulls in clients looking for the best in the field. Here’s the thing, though: There’s a right and a wrong way to create targeted content. Choose the right way, and your dream clients will come knocking. Choose the wrong way, and they’ll leave your website feeling bored or confused. So, what’s the trick? In our experience, the right strategy is keeping your content simple. Just because you want to look like an expert doesn’t mean your content needs to be expert level by your standards. The average Joe’s opinion of expert legal content isn’t the same as yours or another lawyer’s. If Joe is in the market for an estate planning lawyer, for example, he won’t be interested in reading about the intricacies of Spousal Lifetime Access Trusts. A hyperspecific article full of legalese will be a turnoff. Trust us, he’d rather read a simple blog like, “3 Quick Tips for Creating a Will: Millionaire’s Edition.”
• Make it scannable. Most people won’t read an article all the way through, so include elements like bullets and subheadings for maximum impact.
That’s it! These tricks work on leads, and they even work on other lawyers and referral sources. Just having targeted content puts you ahead of the pack, builds your reputation, and establishes your expertise. It shows your strategic partners that you’re serious about what you do. After repetition (which we discussed in a previous newsletter), keeping it simple is our best time-saving content tip. Now, put it into practice and see if you agree!
Keeping your content simple will make it more effective and save you time and effort. Here are a few things to keep in mind when you sit down to write:
• Go for generic topics within your practice areas. If you get too specific, your article won’t be relevant to most readers, so opt for a 10,000-foot view. • Leave out the legal jargon. It might make you look smart, but your readers won’t get it. • Include practical advice. This will make your content worth reading.
CLIENT SUCCESS STORY ANTHOOR LAW GROUP (FAMILY LAW AND ESTATE PLANNING)
high-quality clients, they’re still increasing the number of cases they take on each month!
In 2019, The Anthoor Law Group in Fremont, California, decided to focus on business development, which included a commitment to marketing and branding their firm. They partnered with Spotlight Branding to handle their marketing, which included a new
“Thank you Spotlight for helping us create a new brand and for always being so attentive to your clients’ needs. We appreciate the client-focused attention, the timely posts, and the routine meetings to ensure our ship is sailing smoothly. Thank you for your great customer service and bringing your professional input to our firm.”
website, video FAQs, social media, blogging, and an email newsletter.
WANT MORE REFERRALS AND BETTER CLIENTS? Visit SpotlightBranding.com/NL to schedule a call!
Soon after starting their marketing, the firm saw a surge in both family law and estate planning cases, which allowed them to hire new
staff to accommodate the demand. Even more, despite increasing their rates and implementing a grading scale to ensure they are working with
More Referrals. Better Clients. Higher ROI.
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