Pam DayFour Suggestions For How Small Firms and Solo Practitioners Can Better Connect with their Readers

If you are small law firm or a solo practitioner, competition can be tough. Depending upon your location and practice specialty, there may be more than a hundred law firms in the area trying to attract the same types of clients.  While you probably already have a website up and running and may even be using social media platforms such as Facebook, Twitter and LinkedIn to market your firm, you may be asking yourself whether anyone is really taking the time to read what you are writing.

If you really want to make the most of your presence on the web, you need to be certain that the content you are publishing resonates with your readers.  Firms often make the mistake of producing content for content’s sake, rather than taking the time to produce content that serves the needs of the people visiting their site.  Because this is something that so many law firms struggle with, we have listed some suggestions below to help you produce valuable and engaging content that better connects you with your readers (a.k.a. your potential clients). 

1. Define Your Target Audience

If you want to connect with the kind of people who may eventually hire your firm, you need to figure out who these people are – your target audience.  While your first inclination may be to define your audience as broadly as possible, a better approach is to take the time to develop a clear picture of who your potential clients really are.  Some factors to consider include gender, age and location as well as occupation and income level.  While you still may think that anyone can be a potential client, concentrate on identifying the categories of people who are most likely to need and pay for your services – your “best clients.”

2. Identify Your Potential Clients’ Pain Points  

Once you have a clear picture of your “best clients,” you need to figure out what they are really struggling with – their pain points.    For instance, if you are criminal defense attorney, rather than just thinking about the specific legal charges your clients tend to face, consider how these charges may be affecting their lives – they may be concerned about losing their job or being able to see their kids.  By taking the time to figure out what your clients are really worrying about, you can create content that both acknowledges their fears and provides the support and advice they need.

3. Show How Your Firm Can Help Solve Problems 

If you have a good inclination as to what your potential clients are struggling with, you can focus on publishing content that solves their problems.  It is important to remember that your content needs to show your clients how you can help them, rather than just advertising what you do.  Testimonials from past clients are an excellent way to let clients know what your firm can do for them.  Don’t limit your testimonials to clients’ statements about your excellent case results, include testimonials that speak to your availability, dedication, compassion, understanding and professionalism.  FAQs and step-by-step guides are also good ways to show your clients how your firm solves problems and what they can expect when they work with your attorneys. 

4. Make Sure Your Content is User Friendly  

While it is critical to create content that acknowledges your clients’ problems and provides solutions, you also need to be sure that the content you are producing is user-friendly.  No one is going to take the time to read your content if it is confusing and disorganized.  You need to make certain that the people who are coming to your site and reading your posts can immediately find what they are looking for – if they can’t, they will quickly jump to another site.  If you have substantial content on a page, break it up with headings and bullet points and consider using visuals such as charts, graphs and pictures.   Beyond traditional blogs and news articles, you should think about incorporating different content formats such as videos, podcasts, downloadable e-books, case studies and client testimonials. 

Creating content that connects you with your readers and provides valuable information takes time and commitment on your part.   However, if you want your content to stand out from the competition and convert readers into potential clients, the effort is well worth it.


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