Power of a Newsletter for a Legal
Website
Consider the following scenarios involving a first-time
visitor to your law
website
Scenario #1
Someone is surfing the web for information on family law issues and comes across
your law
website. You have content on your legal
website about your services. Great! They will contact you for your services,
right?
Well, not necessarily…
Remember that they are sifting through hundreds of law
firm websites and just happened to stumble across yours. If you don’t
capture their attention in the first few seconds, they will simply click a button
on their browser and move on to the next law
website.
You will never see this potential client again, nor will
you ever have the opportunity to sell them your services!
Scenario #2
Now imagine a different scenario:
A visitor arrives at your law
website and sees your offer of a free monthly newsletter on family law issues.
They sign up for your newsletter and browse your legal
website a little longer, reading more information on your site.
Even if the person decides to move on to the next site, you now have their
e-mail address and will be able to send them your monthly newsletter. This
means that you will have another chance to sell your service to them!
Use a Newsletter to Differentiate Your Law
Website from Competition
Law firm websites are
a dime a dozen. If your legal
website is indistinguishable from other law
firm websites that crowd cyberspace, then how do you expect to stand out
from your competition? Offering a free newsletter is an effective way to attract
attention and to create an avenue for communicating with clients. A newsletter,
whether delivered by e-mail or through your law
website, can enhance your legal
website’s value and, with the right content and useful information,
convert subscribers into customers. Law
firm websites that publish newsletters must avoid the pitfalls of disguising
sales pitches in insignificant prose and using confusing legal jargon that might
turn off customers.
Keeping in Touch is Key to Converting Legal
Website Visitors and Newsletter Subscribers into Loyal Customers
Your monthly newsletter should not be a monthly sales letter. Not at all. Your
legal
website newsletter should contain informative tips and updates as promised;
however, it does not hurt to “plug” your service in the last couple
of lines at the end of every issue.
You see, a free subscription newsletter gives you the perfect opportunity to:
• Offer special promotional pricing to “subscribers only”
• Send legal news updates and announce new services
• Alert subscribers to legal
website updates or changes
• Run a survey to learn exactly who your clients and subscribers are and
what they are looking for
• Offer special “subscriber only” bonuses with the purchase
of any legal service
… whatever it takes to get them to buy!
Your newsletter subscriber base is not just any group of people. It is a targeted
list of your best potential customers.
Think about it. These people have visited your law firm website, been exposed
to your site copy and your offer, were interested enough in the information
you offer to sign up for your newsletter and have given you permission to contact
them again with relevant information. This is really powerful and potentially
profitable!
Conversational is Fine
Plus, the nice thing about today’s information age is that people understand
that not everyone is a professional writer --- they just want quality information.
So you can easily write a conversational legal
website newsletter that sounds like you are talking directly to them. It
does not have to consist of perfect grammar or big words; it just has to offer
great information and get your point across.
It is highly recommended that you start your own free newsletter. A free newsletter
will go a long way towards driving more traffic to your law
website and establishing regular communication with your key clients.
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