Article source: PaperStreet is a digital marketing company that has been working for law firms for over 25 years.
For law firms looking to grow their client base, nothing moves the needle quite like trust. You may have been told that there are other factors that influence whether or not a potential client trusts you and your firm: where you went to school, what accolades you’ve received, even what you choose to specialize in.
And while all of these are, of course, a part of the decision-making process, the truth is that none of these matter if they’re presented in a way that builds distance rather than connection. In short, it’s essential for trust to be at the center of it all.
After all, why would a client choose your firm over any other, if they don’t feel strongly that you understand their needs and know how to win their case? The answer? They won’t. So if your firm is ready to ensure that your ideal clients move from first inquiry to signed without a second thought, better digital marketing is the key.
Here’s how law firms can build trust faster through better digital marketing:
Place website credibility signals front and center
As mentioned, credibility signals–details of your successes, specialties, and accolades–may not be the sole factor in building trust, but they are still an incredibly important part of the process. The key is to present these signals in a way that invites clients in, rather than pushes them away. After all, credibility signals are, ultimately, for the client–not for your own bragging rights.
You may have dozens of accomplishments you’d like to show. However, think of what is most relevant to your clients today. Then frame these details in a way that makes it clear you’re not just sharing this to boost your ego or one-up your competition, you’re doing so to communicate with potential clients that you are the most trustworthy attorney for their case. The flashy press can look nice and feel exciting, but if it’s not included in a client-focused way, then potential clients may scroll by without a second thought.
Create systems for client reviews to build your reputation
Often, what can be even more persuasive and trust-building than your own description of your wins is for potential clients to hear the successes you’ve achieved for past clients, from those clients directly. Creating a system for gathering and showcasing client reviews is a pivotal part of building trust with future clients. It’s also a seamless way to build your reputation as an expert in your niche.
Rest assured, requesting client reviews doesn’t have to feel awkward or clunky. There are countless ways to incorporate this into your workflow in a way that feels natural. Especially after securing a win for a client, you’d be surprised how willing they may be to share a few words about their experience with you.
Write attorney bios that speak to your clients needs
Attorney bios have been a long-time staple of law firm websites. However, all too often they aren’t utilized to their fullest potential, coming across as dry, uninspiring and largely irrelevant to your client in their moment of need. Fortunately, there is a better way to craft bios for your firm.
As you write, put yourself in your clients’ shoes. What do they need to understand about you, to feel confident that you’re the right person to not just take their case, but to win it? What aspects of your experience will strike a chord with where they are right now? What have you heard past clients say about you, that reassured them that you were the right one? When you write from this perspective, you naturally come across as more thoughtful, intentional, and client-focused. These qualities go a long way towards building trust faster and easier than you may even expect.
Establish yourself as a subject matter authority
It’s one thing to say you’re a subject matter expert, but it’s another thing to show it. If you want to walk the walk, consider creating blogs, guides and FAQs that are related to the subject matter in which you are already an expert. These pieces of content allow potential clients to better understand the breadth and depth of your knowledge.
Strategically, this has two additional benefits. The first is that it demonstrates that you are an attorney who is ready to be a resource. The second is that it creates a digital footprint that leads potential clients to your site when they’re seeking free information on your subject matter. Both of these results support you in making a name for yourself as an authority on your niche, which, in turn, builds trust and allows your practice to grow naturally.
Prioritize a visual website design that creates a strong first impression
First impressions matter, as does how you present yourself. Think about it from the client’s perspective. If you were to land on a law firm’s website where the layout was confusing, you couldn’t find anything you were looking for, and the photos looked like they were taken in 1997, that likely wouldn’t inspire a lot of trust.
By contrast, if you land on a website where the images are clear and bright, the layout is logical and easy to navigate, and the content on the site answers the questions you’ve been mulling over in your head, that firm is much more likely to get your business. Don’t miss out on ideal clients because your website is a poor reflection of your work. Instead, let your website work for you as the first point of trust building for all potential clients.
Faster Trust Means Clearer Decisions
In the world of modern marketing, trust is the distinguishing factor. When potential clients feel they can trust your firm, they’re in a much better place to make clear, efficient decisions around whether or not your team is right for them.
This ability to accelerate intake decisions isn’t just a nice-to-have, it’s an essential for any law firm ready to take their success to the next level. So don’t let your team get stuck in the slow lane. Commit to these better digital marketing strategies and be prepared to see just what a difference the trust factor can make.
