Writing Content to Capture Law Firm Clients | The Buying Cycle and Your Content

About Us Web Page ContentBuying cycles aren’t relevant only for those selling athletic shoes and computer equipment. Understanding how the buying cycle functions may offer you important tools to create web content for lawyers. Your attorney web content can and should cater to each stage of the buying cycle. Below is an easy beginner’s guide to navigating that cycle.

Stage One – Initial Awareness and Topic Research

Your prospective client begins the cycle with a problem that requires a solution. This could be skyrocketing medical bills after a car accident or a child custody dispute with a former spouse. At this point, he or she may have only a cursory understanding of his or her options. He or she is in the beginning stages of researching solutions. The reader at the beginning of the buying cycle likely is using broad, general terms like “car accident” or “divorce lawyer” when conducting Web searches.

Supplying your website with plenty of search-friendly, optimized content (like blogs, FAQs, articles and more) allows potential clients to learn more about your product. Well-written, informative web content helps lawyers build trust and curiosity.

General topics (for instance, articles like “Overview of Car Accidents” or “The Texas Divorce Process”) are the first content stop in the buying cycle. You can encourage the reader to move into the next phase of the cycle by pushing them to learn more about a topic. This includes providing links to articles that provide more specific information, such as “How to File a Car Accident Insurance Claim” and “Understanding Community vs. Separate Property.”

Stage Two – Weighing Options and Reconsidering Course of Action

Once your readers understand the basics of a topic, they are ready to begin weighing their hiring options and risks. You can keep your hat in the ring by demonstrating why your law firm is the solution to their problems. You also should address their fears by reinforcing your authoritative voice and history of successful results.

We courage writing a compelling “About Us” page that outlines how you help clients. This shouldn’t just be a laundry list of accomplishments. Other compelling content includes client testimonials and examples of past case results.

Potential clients who are at this stage of the buying cycle may be using more specified search terms like “eligibility for disability benefits” and “time limits for filing medical malpractice claims.” They likely are reading articles and blogs with narrowly focused topics. Urge these readers to schedule a free case evaluation or order your free eBook by providing easy-to-find links to your Contact Us page.

Seal the deal by once again reinforcing your authoritative voice and offering a no-risk offer. This could be a free eBook or a complimentary case evaluation. Do you offer your services on a contingency basis? Now is the right time to trumpet this service.

Keep past clients on your roster and encourage future referrals by staying in the forefront of their minds. You can do this by participating in social media platforms like Twitter and Facebook. Send holiday or birthday greetings, and share free monthly e-newsletters to remind them of your valuable services.




Image courtesy of Stuart Miles at FreeDigitalPhotos.net

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Yvette Valencia

About Yvette Valencia

Yvette Valencia is the COO of We Do Web Content, Inc. - a web content marketing firm providing top-quality SEO content to attorneys, law firms and other professionals. Visit her website to learn more about law firm marketing and how the right web content strategy can bring in the clients you want with the cases you need! Call 1-888-521-3880.

Website: http://www.wedowebcontent.com
Email: yvette@wedowebcontent.com
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