A Client-Focused Approach to Website Content
You’re at the peak of your success as a lawyer and your practice is receiving several awards. Naturally, you want to rave about your achievements on your website, thinking that your clients will be quite impressed with your credentials. While that might be true, you’re forgetting who your website content is really intended for: clients.
There’s nothing wrong with showing potential clients what you’re capable of. That’s always a good thing. You want to build their confidence in your abilities with facts and stats about your law practice, but you don’t want to make your web content all about you. You can engage your readers better by talking about them.
Marketing strategists know that the secret to engaging their intended audience is by listening to feedback and constructing their website content or marketing campaigns around the opinions of their customers. Likewise, as a legal professional, your best strategy in optimizing your web traffic is by researching your intended audience and writing website content that address their concerns, questions and the issues that directly impact them.
Here are 3 actionable tips on how to optimize your website copy to be more client-focused:
1. Draft Relevant Content
When writing your web copy, make sure that your content is relevant to the needs of your clients. All too often, law practices publish blog posts and general web content that talk about their services, which sometimes can be too self-centered or generalized. If your specialty is immigration law, write about topics that could affect your potential clients, such as deportation risks. If your practice specializes in corporate law, share entrepreneur success stories that your intended audience could relate to, rather than simply talking about your services.
2. Build Relationships
Don’t just settle for client-focused web content; build genuine relationships with your clients. If your website has a blog page, don’t be afraid to open up a comment section that will allow people to share their opinions and ideas. This is not only a great way to create a relationship with your audience, but also an effective tool in gathering information about what your clients want.
3. Social Media Integration
Social media has not only become an integral part of personal lives, but how we do business as well. Building relationships with clients through your website is important, but you must expand your horizon to social media platforms. If your law practice has a Facebook, Twitter and/or Google+ Page, be sure to connect all of them with your main website. Streamline your content by sharing web content on your social media pages. This will widen your client base and will make them feel like they’re a part of the conversation, rather than just being on the receiving end.
By following these quick actionable tips, your brand identity as a law practice, or even as an individual, will improve. No matter what type of strategy you use, the most important thing to remember when creating web content is to make sure you are putting your clients’ needs first. Once you captivate and engage your audience, then your services and credentials will speak for themselves.