Marketing your family law practice can be a challenge, especially online. When it comes to increasing the visibility of your family law practice’s website it’s all about the content. There are a lot of technical elements that also have to be addressed in SEO, but really it boils down to does your website answer the query that a searcher is asking. So having a strong content strategy will help you get more visible in search for your ideal prospect. A strong family law marketing content strategy will also help you get more clients. We’ll show you how.
Family Law Marketing Content Strategy #1 – Define Your Ideal Prospect So You Can Target Your Content
Your content strategy needs to start with your ideal prospect. You need to spend some time defining your ideal prospect in detail. Focus on clearly defining what the differentiating factors are for your ideal prospect versus other types of people who would use your services. You can start by looking at your previous clients and write down a list of traits that they have that make them an ideal prospect or other characteristics that they share with other ideal prospects.
It’s very likely that you will have multiple ideal prospects and that means that you should also have multiple family law marketing content strategies. They each need a separate and targeted content strategy. Your prospects are very selfish. They only care about their specific problems and if you can solve them. If you can solve their specific problems, they will become your client.
Focus on what makes each of your prospects unique. Each of these traits can be leveraged to make targeted content just for that prospect. What are the concerns they have that you can help with?
For example, if you are trying to attract more wealthy clients, you can think about what unique concerns a wealthy person would have when considering divorce. So content could be about what happens to your art collection or about specific financial instruments that only the wealthy are likely to use.
Family Law Marketing Content Strategy #2 – Use The Buyer’s Journey To Know When A Prospect WANTS To Become a Client
Unfortunately, not every website visitor will become a family law client immediately. Some will, but most are just doing some research about divorce before they make the decision to move forward. Trying to sell those people and close them right away is a huge mistake. These days, if you try to sell before someone is ready to buy you will lose them. That’s why you want to utilize marketing automation funnels that nurture your leads so that they tell you when they are ready to buy.
Understanding the buyer’s journey isn’t some new tech digital marketing magic trick, it’s psychology. Every time a person makes a purchase they go through the same process. For simple purchases, the process is quick and almost subliminal. For larger purchases, it’s more of a conscious process. The buyer’s journey breaks down into three stages. Awareness, where a prospect is becoming aware of what is causing the problem they want to solve. Consideration, where they know the problem and the solution and now are choosing a vendor to solve it. Decision, they’ve got their problem, solution, vendor, now can they afford it?
It used to be, before everyone had a computer (phone) in their pocket, that sellers controlled the buying process because they had all of the information that a buyer needed to make a purchase decision. Now buyers do all of that purchase research on their own. If you try to sell them before they are ready to buy, you will lose them.
A good way to identify when a prospect is ready to buy is to use a lead nurturing process that mirrors the buyer’s journey. Offer the prospect content around the consideration stage, that content can be testimonials or case studies since they are evaluating vendors in this stage. When they interact with the consideration content, they can move over to get the chance to interact with content around pricing for the decision stage. This content can discuss price in general. What’s your range of costs? Which factors affect the price?
When they interact with that pricing content, that is the time to reach out and have that sales discussion. This process filters out tire kickers and delivers highly qualified prospects.
Family Law Marketing Content Strategy #3 – Keep Content Targeted Throughout All Marketing Efforts
Once you know which problems are most important to a prospect, you should leverage that by giving them content that addresses their problem and helps them with it. When they feel like you understand their specific needs, they feel like you are a good fit for them and they will hire you.
Most family prospects fall into three buckets when it comes to the factors that are important to them. Divorce and children, divorce and finances, and the process of divorce.
So your marketing copy should remain focused on those areas for those specific prospects. This content can be emails in your lead nurturing process, webinars you offer, blog posts that you write, even ads or website copy.
Keeping their content targeted shows that you are an expert in solving their particular problem and that goes a long way into making closing them as a client much easier.
If you need help with a targeted family law content marketing strategy, let us know. We can help you finally start growing substantial revenue from your firm’s website. Call us (973) 770-4668.