Lead generation is a top priority for lawyers. One of the key traits of a high performing site is that it’s able to capture leads and add prospects to the sales funnel.
There are a lot of ways to generate more leads, but one of the simplest is creating gated content.
What is Gated Content?
“Gated content is online materials, such as white papers, articles and videos, that require that users fill out a form before they can access them,” explains Margaret Rouse of TechTarget. “The form may just ask for the user’s name and email address or might demand more details, typically about their jobs and organizations.”
And gated content is more popular than you may think. In fact, roughly 80 percent of B2B content marketing assets are now gated. So it’s clearly a technique that a lot of brands are taking advantage of.
Say you’ve written an eBook on how to approach a personal injury case. It’s got a ton of great information and can help people navigate their way through the legal waters in hopes of getting a settlement.
You could simply “give it away” by allowing anyone to download it free of charge. Or you could set it up as gated content where a person can download it in exchange for information like their name and email address.
Making Use of the Information
Obtaining personal information like this is as good as gold. While it doesn’t translate directly into a new client, you can use it to begin the lead nurturing process.
Once you have a prospect’s email address and know they have an interest in a particular legal service (in this case negotiating a settlement for a personal injury case), you can send them targeted content. Giving away content in exchange for information is simply a way of getting your foot in the door and paves the way for rapport building.
Gated content is beneficial for your law firm as well as your legal prospects. It ensures that you’re rewarded for all of the time and effort that you put into creating comprehensive content like an eBook or a whitepaper.
By asking for certain information in exchange for access to the content, you can instantly increase the number of leads you generate. More leads inevitably means more clients and can accelerate the overall growth of your law firm.
As for your legal prospects, they’re getting free access to outstanding content that can help greatly with their legal situation. They can learn about a particular legal area and get firsthand knowledge from a bonafide expert. This will help guide them throughout the legal process, and they’re less likely to make needless mistakes.
All they have to do is give out a small piece of personal information.
Capitalizing on gated content is fairly easy to do. It’s just a matter of creating content that’s “gateworthy” and constructing an efficient form for leads to fill in. To learn the ins and outs, I suggest checking out this resource from Instapage.