When it comes to choosing a lawyer, many people ask others for recommendations. Word of mouth is a part of the referral network for lawyers and law firms, but with the growth of digital marketing, client testimonials and case studies can help lawyers build an online referral system, establish credibility and create engaging content for prospective clients.
Testimonials can be statements of recommendation by former clients or other professionals familiar with your work. Case studies present the story of how your firm helped a client solve a problem. Both types of content can make prospects feel confident in your credibility, and encourage them to reach out to you with their case.
Using Testimonials to Establish Social Proof
Marketing efforts present your firm in the best possible light, but prospects are more likely to trust a former client’s opinion than your firm’s statement of your abilities. People hire attorneys for their individual skillsets, so it is important to use others’ opinions to reinforce your qualifications. This content is not about you, but rather, it’s about the client and how they reached a better place with your help.
Requesting Testimonials From Clients
Requesting testimonials and writing case studies may seem awkward, but it is a great opportunity to keep you at the forefront of former clients’ minds. They may even hire you again down the road. You should reach out to a former client in person or via phone or email to ask them if they are willing to provide a publishable testimonial or allow you to write a case study about their case. If they say yes, you can follow up with an email, thanking them for their help and offering a few questions for them to answer. For case studies, you should give clients detailed prompts and questions to get them started. This project is more time consuming than simply requesting a testimonial, so be sure to set aside time to write up the content. Also, remember, no matter how pleased a client is with your work, they will likely have a hard time coming up with a testimonial without a prompt or question.
Also, make sure to confirm your client’s comfort level with the inclusion of any part of their name following the testimonial (i.e. initials or first name only). It’s also nice to follow up with a hand-written thank you note to show them your appreciation.
Posting Engaging Testimonials as Content
Testimonials and case studies are great content pieces to include on your website, but there are other effective ways to share this information. You can create blog posts, videos and social media posts and graphics to make comments from a client more engaging online. Video testimonials can be uploaded to your YouTube account in a longer form, and clips from this file can be used on social media. Case studies make great blog posts that you can then share through a post with a link on social media. No matter how you share this content, be respectful and appreciative of your clients’ testimonial as you continue to network online.
88% of consumers trust online testimonials from people they do not know as much as personal recommendations.
If you need help writing questions for a testimonial or case study request or creating content to share these reviews, we can help.
CONTACT US to learn more about creating the results you’re looking for with an effective content strategy.