Is your porridge too hot? Do you give prospective clients too much information on your website or in your other marketing materials?
Probably not. If you’re like most lawyers, your porridge is too cold. Your give them too little. Prospective clients can see what you do and where you are located, but not much more.
If Goldilocks handled your law firm marketing, she would tell you that you have to get your porridge just right.
How much information is “just right”? More than you think. When someone goes online to find an attorney it’s because they have a problem and they want information about their problem and the available solutions before they will consider you for the job.
Don’t just list your practice areas and services. That’s not enough. That’s too cold.
Teach people about the law and procedure. Discuss the risks and the options. Tell them about other people who have had these problems and, with your help, overcame them. Tell them about people who waited too long or made the wrong decisions and made things worse.
But don’t expect them to wade through too much information and understand how it all fits together. That’s too hot.
You need to give people enough information so they can see how you can help them, and make it compelling enough to motivate them to take the next step.
You have to capture their attention with provocative and benefit-rich headlines. You have to keep them reading with a narrative thread that speaks to their emotions and shows them that you understand their pain. You have to tell them that you can help them, like you have helped others. And you have to tell them what to do next.
But don’t explain everything. You want to make them curious enough to contact you. Don’t get too specific about fees on your website, for example. Give them guidelines, perhaps, but make them call to find out more.
So that’s the challenge. That’s the art of marketing. And porridge making. Not too hot, not too cold. . . just right.
Learn how to make your online law firm marketing just right: click here
