The “show don’t tell” rule is as old as time. We know that many internet users visit websites focused on getting what they want as soon as possible. If your primary clients are business executives or doctors, legal marketing fluff like “the best litigation team in the area” or “we’ll stick with you every step of the way” won’t impress. This trend is why more public relations experts, salespeople, and digital marketing writers rely more on storytelling.

Storytelling isn’t meant to capture your customer through objective facts because stating facts is only half the battle. You can be the best lawyer in the city, but if you don’t come off as personable or human in your digital marketing content, that may be enough to turn away a high-income client. How do you approach your legal digital marketing content with storytelling in mind, and what bullet points do you need to hit?

Building Trust

Your best source for storytelling comes from your past cases. If you already have testimonials up on your website, then you understand how potential clients find it necessary to see your work. Unfortunately, the majority of law firms’ case results pages contain dry, step-by-step terminology that makes consumers feel like they are reading from a textbook. While it is important to keep facts clear, you or your legal copywriter should present the story as something that proves your passion, dedication, and excitement to work with each client. Some natural ways to maintain a reader’s attention include:

  • Keeping it brief. As mentioned earlier, attention spans are in short supply. When most people have trouble finishing novels written by expert authors, they won’t make the time to finish your 10-page long essay.
  • Focusing on what is unique about your story. This factor can relate to the charge or claim involved with your client, the client himself, or any external circumstances that may have affected the case.
  • Providing third party influences to help validate your story. This can include news stories about your case or testimonials from your clients. Keep in mind that not all clients are comfortable with speaking openly about their situation, even when it leads to positive results.
  • Asking yourself, “If I was looking for help, would this sell me?” You can also see what answer someone you trust may have.

Storytelling in legal digital marketing is a careful balance of presenting the facts of your past cases while keeping the underlying story easy to read. If you find yourself having trouble with drafting great stories for you law firm’s websites, contact Marketing4Legal for an expert, personalized consultation.

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