The visitors that land on your law firm’s website can be at very different places in terms of their readiness to convert. Some may simply be performing a bit of initial research, while others may be ready to contact you right away and have you handle their case. In other words, they’re at different phases of the client journey.
As a result, it’s important that you have a variety of content that caters to each person regardless of where they’re at.
The 3 Phases of the Client Journey
Lindsay Boyajian writes about this topic in Search Engine Journal saying that the three phases include:
- Awareness (top of the funnel)
- Consideration (middle of the funnel)
- Decision (bottom of the funnel)
Providing the right content that’s relevant to the particular phase a prospect is in is critical because giving them the wrong content greatly reduces your chances of making a conversion.
Let’s say you’ve got one visitor—Visitor A. They’re vaguely interested in your law firm. Maybe they’re just curious about a particular area of law and are looking to learn more. At the moment, they have a very small chance of converting and will require a significant amount of nurturing before they’re ready.
And you’ve got another visitor—Visitor B. They’ve got a serious case on their hands and are seeking expert legal consultation. If they find the right attorney, they’ll contact them right away and have a great chance of converting.
Visitor A would be considered at the top of of the funnel—the awareness stage, and visitor B would be at the bottom of the funnel—the decision stage.
In turn, you would probably want to provide visitor A with some basic educational content that answers questions like “what can I expect during a lawsuit?” or “what’s the average personal injury settlement?” Keep mind that you’re not trying to convert them right away and simply trying to gain their trust and nurture them along.
But for visitor B, you would want to take a more aggressive approach and provide them with content that’s designed to convert. In this case, you would probably want to provide them with more conversion-oriented content and include a call-to-action that directs them to your landing page. You may also want to include testimonials and information on pricing. That sort of thing.
Building a Robust Content Archive
It’s important to remember that each visitor is at a different phase of the client journey. Some are just starting out and will take time before they’re ready to convert, while others are poised to convert right away and will require very little persuasion. Therefore, you never want to take a one-size-fits-all approach.
Building a sizable content archive that covers all three of these phases can have a dramatic impact. And while it does require a some effort, it should be well worth it in the long run. This way visitors can efficiently make their way through your law firm’s sales funnel, which should increase your overall conversion rate.
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