Law firm marketing requires content. It requires that content is continually uploaded, added to, and SEO optimized. However, depending on the particular area of content, firms should not over-indulge their readers. This concept is a basic principle of sales and marketing – leave some details out. This void creates the question. The answer is waiting for them when they call, or make a purchase. Some aspects of law require that specific legal information not be shared with the general public. A firm also should not give direct legal advice to a non-client pertaining to, or providing a reader with a “guaranteed” outcome or final judgment.
Examples may be given as to how a case “may” play out, or providing information regarding court decisions on similar prior cases. However, direct legal advice given to a non-client may end up as a malpractice suit somewhere down the road. There is a difference in providing information about questions pertaining to the law, and applying absolutes to the question in regards to the law. Providing information is simply providing information in the form of an opinion, or one “possible” case scenario.
Applying absolutes is providing direct legal advice that a reader may likely assume is a factual matter of law, and is subsequently irrefutable. This can be potentially damaging for both the law firm, and the reader. Sharing information via content can ethically provide a reader with enough valid information that it demonstrates you are a competent attorney or firm. The content should also be structured in a way that motivates the reader to act. Again, this can be done ethically and lawfully in accordance with marketing concepts and legal responsibility.
Any and all information and opinions shared via content should be ultimately done with marketing principles in mind. This means: Less is more. The less is more concept provides the reader with just enough information that successfully demonstrates that your law firm is fully capable of handling their case. It should also demonstrate your firm’s “voice”, or personality. It should demonstrate your firm’s specialties and strengths. It should demonstrate that your firm holds their clients best interests as their primary goal, and that your firm will fight for their best interests through knowledge of the law.
By doing this, you illustrate to the reader why they should choose not to attempt to navigate the complexities of the law on their own. You will instead illustrate to the reader why they should choose your law firm to represent them, instead.
Jeff Hughes, J.D.