We’ve talked in previous videos about Phase 1 of crafting a potent marketing strategy for estate planning and elder law firms. If you’ve been following along, you’re now ready for Phase 2: Amplifying Your Story. This phase is pivotal for attracting qualified leads and positioning your brand as an industry authority. So where should this story be headquartered?
Your Website: The Home of Your Brand Story
It’s tempting to think that your story lives on social media or YouTube, but let’s be clear: your website is the foundation of your digital presence. You don’t want to build your story on rented land like social media platforms, where the landlord can change the rules at any time. Your website is the space you own and control.
Key Functions of Your Website
Your website should fulfill two crucial roles:
- Present Your Consistent Brand Story: Your website should be a cohesive representation of your firm’s mission, vision, and values.
- Create a Clear Client Journey: Beyond mere aesthetics, your website should guide visitors towards taking specific actions—whether that’s contacting you, signing up for a newsletter, or reading an insightful blog post.
Keep Traffic On Your Site: The Golden Rule
If you’re serious about generating qualified leads, heed this often-overlooked rule: Don’t link out from your website. Yes, it might sound controversial, but even linking to social channels can be counterproductive.
Why? Because the ultimate aim is to keep visitors on your website as long as possible. Instead of sending them to external sites, consider embedding valuable content directly on your pages. Platforms like YouTube and Vimeo are excellent for embedding videos, and you can also incorporate articles, slides, and other media forms.
Why SEO Matters More Than Ever
Steering all external media, podcast appearances, and articles back to your website is a vital part of SEO (Search Engine Optimization). With the intense competition for both paid and organic links in the legal industry, even a minor SEO slip-up can cost you dearly. That’s why you should consider consulting with an SEO firm, especially one that specializes in law firm marketing. Wink, wink.
Amplifying your story is not just about broadcasting it; it’s about strategically placing it where it will have the most impact—your website. By focusing on presenting a consistent brand story, creating a user-friendly client journey, and maintaining your audience’s attention, you elevate your firm from just another name in the directory to an industry authority.
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