Marketing your law firm consists of varying strategies and involves many components. We discussed the importance of content. Now, we will discuss finding your voice. The concept of “voice” in content marketing is a vital process. Your voice not only provides your company with a form of personality, it also separates your company from your competition. To find the voice you want to use, you should consider several things; the specialties of your firm, the personality of your firm, and your target audience.
You have to remember that your website and marketing content reflects your company. It introduces the public to who you are, and what you can offer them. It is not only a way to inform or “sell” your service, it is the personality of your company as a whole. There are many ways to go about discovering your voice. Focusing on your target audience should be a prerequisite, and should be the first thing you consider when experimenting with different personalities for your company.
For example; if your firm specializes in workmen’s compensation, your voice can be centered on empathy. This voice creates a trust with the reader and prospective client. It shows a personal understanding of the issue. Examples should be given in regards to common issues those trying to collect workmen’s compensation face. This creates a sense of relatability. The voice of the content should be less technical and more conversational. Remember, if someone is looking for the services of a law firm in relation to workmen’s compensation, they more than likely hold a job where there is a high likelihood for workplace injuries. This is not always the case, but more probable. Therefore, you want the prospective client to feel like your firm understands their personal struggle and feelings. They do not want to be overwhelmed by technical jargon.
Your law firm may also have several individuals with separate personalities. Show them all. Create several areas of specialties which fall under the umbrella of each attorney. Give each specialty a correlating voice. This voice does not always have to reflect the exact personality of the attorney, but a voice that reflects the specialty at hand. I.e., workmen’s comp = empathetic, criminal defense = steadfast, divorce = informative/resolute, etc.
Prospective clients are looking for more than an attorney. They are looking for the attorney that best suits them. One that they feel they can talk to, that will represent their best interests, and one that they can understand. Talk to your clients on their level through the voice of your content, and you will successfully show them why they should choose your firm over any other.
Jeff Hughes, J.D.