How Can a Lawyer Get More Clients Via Online Marketing?
With a Broad Range and Depth of Substantive Information Shared Via a Website that Uses 'First Touch & False Hopes' while Targeting Multiple Long-Tail Search Phrase Queries a Legal Firm Can See a Significant Improvement in Results from Digital Marketing.
The extent of information that is readily available on the Internet creates a society of people that want immediate answers to questions, even when the questions relate to legal issues that are complex, nuanced, and often fluid and changing. Although it is often impossible to provide a simple black and white answer to many of the questions that the public, as potential legal clients, will be searching for online, such quick answers is what the public, generally, seeks Accordingly, knowing how to catch the attention of the average person looking for quick Google answers and knowing how to convert that person into an actual contact, requires a deliberate strategy - such as the First Touch & False Hopes information marketing strategy.
Step One - First Touch
Requires Knowledge of How Most People Use Search Today.
Before getting to the primary point of this article, a backstory as a segue is important. This backstory is important whereas without knowing why something is as it is, you may fail to appreciate how powerful the First Touch & False Hopes information marketing strategy can be.
To begin, think of the way that most people used search engines for the first twenty (20) years or so when using the Internet. For example, generally, for many years when someone suffered an injury and needed a lawyer, that person would perform a short-tail keyword based search such as Googling with "lawyer injury slip fall Toronto". However, for the past five years or so, long-tail phrase based search has exploded exponentially where the same injured someone, who likely has smartphone or smarthome technology, would simply hold a button and state a question such as, "Siri, who is a lawyer in Toronto for a slip and fall injury case?" The first style of search, now quite outdated remains the way most websites are built to target (think of the WordPress platform with a 'keyword plug-in). Part of the difficulty in targeting long-tail search with a keyword plug-in is that doing so requires a fairly precise expectation of the actual long-tail phrase that people will use and knowledge of the precise keywords within that phrase. Accordingly, with the majority of search being performed using long-tail questions, targeting specific and precise keywords can result in many missed hits. For example, what if the language of the injured someone above is, "Siri, where can I get legal help for tripping in a parking lot?" This question, to humans appears considerably similar to the first question posed; however, in this second version, the words "lawyer", "Toronto", "slip", "fall", "injury", and "case", are lacking despite that these would seem like fairly significant keywords.
Focused Efforts Target Multiple Long-Tail Phrases Beyond Just Short-Tail Keywords.
A difficulty for many businesses will be the implementing of technology that targets multiple long-tail phrases whereas many website platforms will be functionally limited and able to publish static webpages only without the functional capability to publish dynamic webpages. To see how dynamic webpages function in comparison to static webpages, refresh this page within your website browser and watch this paragraph change.
Now that it is understood how most people use search technology within the information age of today, being long-tail search phrases, and especially long-tail when using speech technology such as Siri, Alexa, or Google Home, devices, the focus will be to create webpages that target the specific phrases that people are likely to use and to provide content rich information as the response. Accordingly, webpages that capture multiple long-tail phrased question possibilities and provide extensive response details should outperform outdated webpages that target only keywords.
Step Two - False Hopes
Involves Almost Answering Long-Tail Questions.
In the information age everyone thinks it is possible to 'do-it-yourself'. From diagnosing illness and performing brain surgery, to building a fifty-storey skyscaper, to running the A-Z of a legal case with complex issues, everyone thinks the how-to answers can be found online. Of course, with legal matters, some answers are black and white enough that an answer can be found. For example, what is the speed limit on the 400 series highways in Ontario. Of course, the answer is 100 km/h - until the ifs, ands, and buts, of construction zones, weather conditions or even the test study zones where the limit is 110 km/h, all make even the apparent simplicity of speed laws a highly fluid issue.
To succeed with digital marketing in the information age, provide informational content that appeases the public reader by providing the hope that there is an answer to the question of concern; however, do so by either vaguely answering the gist of various long-tail questions that relate to a particular subject, or by providing detail to such an extent that the naive public reader will become aware of the complexities involved and thereby appreciate that simple answers to complex legal questions are unavailable without consulting a professional legal representative.
Step Three - Achieving Best Success
Involves Starting With Step One and Step Two Without Delay.
By now it should be recognized that information age marketing using the First Touch & False Hopes content strategy involves the first two steps involving:
- The use of dynamically functional webpages that can target multiple 'long-tail' search phrases so as to rank well in Google and become the First Touch when a person is using technology that enables speech based search requests in addition to 'short-tail' keyword text search; and
- The use of informative content that almost answers the questions that a person will pose within a 'long-tail' search phrase.
Coincidentally, and perhaps ironically, this webpage article itself uses the First Touch, False Hopes strategy in that multiple 'long-tail' search phrases that a practitioner may use when seeking help growing a legal business is specifically targeted and then, because the answer is much more complex than could ever be addressed within a single webpage, this article provides the False Hopes of confirming that there are techniques available; however, the full details of how to implement those techniques require direct contact. Accordingly, if you are a legal practitioner who is reading this page as a First Touch effort to grow your business, and you now finding yourself experiencing False Hopes for perceiving that a simple yet comprehensive answer to your search question would be available from a single webpage, you just proved that this technique works - or you will when you make contact.
For more about how to use the First Touch & False Hopes digital marketing strategy and for help developing and launching a target marketing action plan including a dynamic content generating website, contact the Marketing.Legal team.