With more and more law firms placing an emphasis on online marketing to generate leads, it’s become critical to implement the right persuasive techniques to attract new clients. One option that’s proven effective for many lawyers is obtaining testimonials from previous clients to demonstrate the knowledge and expertise they bring to the table. Here are some reasons why legal testimonials are helpful and some tips for using them.
Rather than telling potential clients how great you are and how many cases you’ve won, using a third party can carry much more weight because it’s unbiased. When a client doesn’t have an account of your credibility from someone they directly know and trust, this is the next best thing. Testimonials are firsthand proof that you can get the job done and are capable of handling a client’s case. By strategically incorporating them into your website, visitors will find them after some initial research and many will be persuaded to take further action. The end result is added trust and credibility, which should reduce any skepticism and maximize your website’s conversion rate.
Acquiring Legal Testimonials
The moment that a client has expressed satisfaction is a great time to politely ask for a testimonial. Have them put their experience in writing and mention any specifics to help it resonate more with future clients. Typically, two to five sentences will be sufficient. A medical malpractice lawyer might want their client to state how winning their case resulted in a settlement to fully cover medical expenses and how their well being has improved because of it. Ideally, you will include the person’s first and last name, as well as their hometown. If possible, you should also get a head shot photo of each person so website visitors can connect the dots and be assured that the testimonials are legitimate.
Incorporating Them into Your Website
There are three main locations that work well. First, inserting two or three into the sidebar will make it easy for visitors to find them as they scroll down. This is good because they will have easy access to testimonials regardless of the page they are on. Second, you can place them at the bottom of your homepage. Using this technique works well because visitors will see positive client comments after getting an overview of your firm. However, you may not want to use this strategy if your homepage is excessively long because not all visitors will scroll all the way down. Finally, you may want to create an individual page devoted entirely to testimonials that’s located just below the header of your site. This works well if you want to use several testimonials or include long winded information that’s just not practical for the sidebar or bottom of your site.
Although legal testimonials are relatively simple to obtain and implement, they can have a serious impact. They should ultimately help you win over more leads and get potential clients to contact your firm to discuss matters further. To learn more about marketing your law firm in the digital age, check out Marketing for Next Generation Law Firms.
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