Sharing knowledge on your website is a key way of demonstrating your firm’s expertise and converting leads into clients. It’s a crucial part of your online presence and marketing strategy. Yet it seems that some firms still have a fear of sharing knowledge on their website. So, to allay any lingering fears, here are some tips on how and why to share knowledge on your website.
The benefits of sharing knowledge
The main benefit of sharing knowledge on your website is that it is an easy and effective way of demonstrating your knowledge and expertise. It’s not enough to simply say that you are a leader in your field. What you need to do is demonstrate that you are. Demonstrating your knowledge and expertise by sharing that knowledge shows people that you know what you’re talking about. It also encourages your website visitors to have confidence that you can handle their legal problems.
Another benefit is that sharing knowledge will actually help convert leads, rather than convince people they don’t need you. Some lawyers think, ‘I’m not giving away free legal advice to people who aren’t my clients’. But we’re not talking about specific, personal legal advice. We’re talking about valuable information that demonstrates your expertise to a potential client. Potential clients reading your website need to see that you can provide them with information and assistance that’s worth paying for. And in today’s digital world, if you sell knowledge you’d better be able to demonstrate it to a prospective client. Creating valuable website content that imparts knowledge is a great way to achieve just that.
In addition, sharing knowledge can help to grow your online audience. If more people like what they read on your website, find it valuable and engaging, they are more likely to tell others. That could be by word of mouth or by sharing through social media. However it spreads, with more people seeing your expertise and knowledge in action, that’s more prospective clients for your firm.
How to showcase your expertise
The aim of sharing knowledge and showcasing your expertise is to keep your firm front of mind when a legal question comes along. If visitors to your website find your content, knowledge and advice valuable, then they are far more likely to engage your services when they need them.
However, you don’t need to ‘give the farm away’. Sharing knowledge doesn’t mean giving away all the answers. Keep the content general and make clear that people should seek legal advice that considers their own circumstances. You can still demonstrate your knowledge and expertise with a short article identifying key issues that impact your clients. You might discuss the consequences of a recent decision in your area of practice. Or you could draw attention to upcoming changes to legislation in a way that says, ‘I understand this and how it affects you, and I’d love to see you if you want some help’. That’s premium website content.
Knowledge that converts
So, if you think that sharing knowledge will convince people they don’t need your help, think again. Website content that shares knowledge and demonstrates your expertise will actually convince visitors that you are the great law firm you say you are. Every piece of valuable, knowledge-sharing content on your website helps to build your online reputation and helps convert leads is an essential element in the success of your online marketing strategy. So what are you waiting for? If you’d like to know more about premium website content or need some help getting started with sharing knowledge on your website, we’d love to hear from you.
About the author
Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.