Updated: Aug 20
Mapping The 3 Stages Of How Site Visitors Become Clients
Content marketing leverages high-quality legal content to attract and educate potential clients. We always talk about how effective it is as a law firm marketing strategy, but it's good to know exactly how high-quality content translates to traffic and conversions. That way, you'll know how to adjust your content and Lawyer SEO to facilitate its effectiveness.
What Is The Customer Journey?
When users look up products and services on search engines, they're on a journey. They have a specific need, so they go out and look for it. Once they're in the search results, they find options that might satisfy their need, deliberate on them, and decide whether they'll take any of the available options.
A user's journey begins with a search. When someone goes on a search engine to look something up, they expect to get what they need. That need could either be information on a topic they're interested in or a product that solves their immediate concern.
Say a user was recently in a car accident and suspects that the insurance company low-balled their settlement offer.
First, they go searching for informative blogs and articles about personal injury laws in their state. Then, they find out that insurance companies tend to be profit-driven and will try to reduce the pay-out as much as possible.
Along the way, they find out they have another option: file a personal injury claim.
In this scenario, filing a claim is the solution to their current predicament. If your content marketing strategy is effective, you will be able to convince them that it's your law firm—and no one else—can fix said predicament.
But how does the above example happen? It happens in 3 stages.
The 3 Stages Of The Customer Journey
At this stage, potential clients are simply informed on what you do and what you offer. They aren't thinking of hiring your firm or pursue legal solutions. However, the most important thing here is this: they now know about you.
If people don't know who you are, they don't know your firm was an option to begin with.
The user looking for a yes or no answer about a potential personal injury claim now understands they might have a case. In addition, they now know there are law firms that specialize in their case—and your firm is one of them.
Remember: The content you make has to be high-quality. If users find no value in your blog post, they'll leave and look for similar content elsewhere. If your content can't fulfill their need, someone else will.
This is where Lawyer SEO plays a vital role in content marketing strategies: if your page ranks low and is buried among competitors, searchers may not see it.
During the consideration stage, you might have to convince them of two things:
Legal assistance can solve their current need.
Your Law Firm can provide that assistance.
Content marketing not only adds to your law firm's online visibility, but can also sway users during the decision-making process. Now that they know pursuing legal action is a solution to their problem, you now have to convince them that your law firm can provide them.
Some people don't even know they need a lawyer. What your legal guides and informative blog posts do is educate them on their legal options.
So when you write or create your legal guides, make sure they're valuable. For example, explain the potential damages clients can claim, answer FAQs, and use easy-to-understand language to get your message across.
Law firms will occasionally include evidence of their effectiveness as legal counsel. For example, you can list cases you've won, essential attributes to look for in a good lawyer, years of experience, and so on.
Remember: You can use Calls To Action (CTAs) to encourage readers to hire your firm.
Some ideas for great CTAs include:
Hire a Personal Injury Lawyer to help you claim damages.
Consult a compassionate Family Law Attorney to assist with your divorce.
Set up an appointment with an experienced Labor Lawyer to reclaim your lost wages.
Don't forget to add links to your contact information or tell them how to set up an appointment with you.
At this point, the customer journey has come to an end. You've informed them about your firm and persuaded them with high-quality legal guides. Now users will decide whether or not to click to your contact information and schedule an appointment.
Remember: You don't have much control over how the user will decide. However, you should make sure that your website can provide the next step when they do decide to hire you.
If the client decides to hire your firm, you must make it easy for them to do so. Your contact information and appointment forms should be easy to find. You don't want clients who have been finally convinced to hire you to leave the site because they simply weren't presented with the option to.
All of your efforts will be for naught if you don't get them to the right landing page. And, because they've already decided they need legal help, they'll just leave in frustration and find a new firm.
Do You Need Help With Content Marketing?
Blogs, guides, and quick legal how-to's are all effective forms of content marketing. However, they have the most potential to be discovered and consumed when they are high-quality and fully optimized.