No.1 strategy to convert more website visitors

So you’ve got the website, the blogs, the contact form and a social media page; the essential foundation of your marketing. But what value are you offering people who visit your website and social media pages? How do you convert the visitors to your law firm’s website or social media into clients.

Is your law firm’s website converting?

By checking the data of your website, you’ll soon learn how long your visitors are staying, which indicates how valuable they find your content. If they leave, or ‘bounce’ from your website within seconds, they aren’t finding enough valuable information to solve the problem they’re searching to answer. The same can be said if your social media posts are getting views, but no click-throughs.  Ultimately, its important to convert those visitors into client, because they then become matter files for your firm. One way to convert your visitors is to provide gated content or lead magnets.

Gated content and why does your law firm website need it

Gated content is any piece of content placed behind a lead capture form. A lead capture form is termed due to its purpose – to record (capture) a client’s (lead) contact details and information. Lead capture forms are an important step in the success of your marketing because capturing details such as names and emails builds your client database, which becomes your asset. To build that asset, you need to provide something of value in return.

Templates, checklists, webinars or training videos are all types of content that are often gated, as a way to provide someone value for providing their information. Usually, something is provided that is of value to the lead, something which you as the subject matter expert are willing to provide for free. Providing some information for free in a circumstance like this can pay dividends. One type of gated content that we highly recommend for its proven results is Ebooks or guides.

Why your law firm should offer free eBooks

Ebooks will not provide all of your legal expertise, and we would never suggest that they could. Instead an eBook or guide will provide a general overview, or guide, and facilitate an introduction to your expertise for an otherwise uncertain lead. Clients are on your website to find the answer to their problems, and you can begin to assist by providing useful beneficial information in an eBook.

When a potential client accesses the eBook, it’s important that they only find useful information and not a sales pitch. The sales pitch will occur in the follow-up email thanking them for downloading the eBook and through their subscription to your regular newsletter. Of course, without knowing the details of their situation, you can only be generic in your advice – so you open the door to following up with your full-service offering. Thankfully, you have their contact details because they signed up to download your eBook.

Implement the proven eBook lead conversion strategy today

Providing eBooks on your website as part of a lead generation and conversion strategy is a proven method. By providing value in return for contact information, you are guaranteed to grow your contact list and your client list. Using eBooks to convert your website traffic is a proven strategy for many law firms, we understand that with everyday time pressures it can be hard to get started. To help, we’ve developed a number of white labelled eBooks that allow you to use your brand and details for clients to contact you. They range in topics from family law to wills and estate planning. These eBooks can be placed on your website as downloadable gated content to help generate qualified leads.

To find out more about our white labelled eBooks, contact Rachel Brus at [email protected].

About the author
Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.
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