How to Leverage Case Studies to get more Leads
December 20th, 2016 | By: Walker Advertising | Posted in: Website
When written well and constructed properly, law firm case studies can really help generate more business leads. Many people might be uncertain of the effectiveness of case studies on generating more leads, but the power of this marketing tool should not be underestimated.
With a proper approach, your firm can generate quality leads. Case studies give your law firm a chance to tell prospective clients stories of past successes. This validates your practice and gives clients a familiarity and introduction with the experience they can potentially have with your firm. If you already offer case studies, there’s no better time than now to give them an update.
For maximum results, here are some tips on constructing effective case studies:
1. Don’t overlook the title.
Titling the study gives readers a brief description that introduces them to clients featured, either by name or type of client.
2. Describe why the client chose your firm.
Give reasons why this specific client chose your practice to represent them during a difficult time. Highlight the principles and aspects that gained the attention and trust of the client.
3. Define the goals.
Every case has a clear objective. There is a final result that the client is hoping and fighting for. An effective case study should explicitly describe the objective of the case.
4. Describe your approach.
Prospective clients are not only interested in the end result, but they would like to know the strategy and steps taken that led to the particular end. How your firm approaches each case and the steps taken to reach a goal say a lot about an attorney or practice. This is a crucial part of any case study, and it should not be overlooked.
5. Give a detailed description of the result.
A success story should include details. Explain the effects of the many strategies and efforts of your team. However, when highlighting the success of the lawyers, don’t forget to focus on the client’s success. Remember that the client is at the center of the case, and regardless of the attorney’s victories, the success of the client that should be defined and celebrated in a case study as well.
6. Structure the case study like a story.
Like any other piece of writing, your case study should have cohesiveness and structure. To create a fluidity that will make it easier to read and understandi, construct your case studies to have a beginning, middle, and end.
7. Let your story do the selling.
Avoid having your case study serve as an aggressive sales pitch. You want to stay away from explicitly stating the success of your firm and aiming to overtly try to gain the business of your client. Instead, let the success story do the selling in a subtle manner.
8. Take advantage of the opportunity to rank better.
SEO should always be one of the priorities of your marketing strategy. Case studies provide yet another opportunity to rank better and increase your visibility as a firm. Be aware of keywords and make sure to integrate them into the case studies.
9. Don’t forget the links.
Providing various internal links that lead clients to different pages on your website is an excellent way to get the client engaged. Including links definitely makes for a more effective case study.
10. Make the writing client-focused.
Case studies give your law firm an opportunity to focus on the needs, goals, and successes of the client. Creating a client-centered piece of writing gives readers an opportunity to engage with a real story of someone they can relate to and strays from a sales pitch that can seem synthetic. Clients are looking for content they can connect to and trust.
Well written and intentionally structured case studies will help you create more valuable content, generate more leads, and gain the trust of your clients.