How to Create Lead Magnets That Attract Your Ideal Clients
As business owners, most of us understand the value of lead magnets. We know that they’re powerful marketing tools to have in our arsenal. However, despite this understanding, many of us law firm owners still get stuck when it comes to lead magnets.
It comes down to overthinking. Too many of us law firm owners try to make our lead magnets too perfect or get lost in all the possibilities. We end up doing nothing out of mere overwhelm.
Today, we’re diving into this topic. We’re providing some concrete ideas for and examples of lead magnets. Our goal is to give you everything you need to create lead magnets that are all your own.
Lead Magnets Broken Down
If you’ve ever been online, you’ve seen a lead magnet. Most businesses have them, whether it’s an online contest, a quiz, or something similar. In the legal market, this may look like case studies, free trials, or how-tos.
To access or download any of these lead magnets, your potential client gives you a piece of value. They receive the value of the lead magnet in exchange for their contact information. Once you have that contact information, you own the lead in your system and can follow up with them.
You probably have a lot of resources already available that could make a great lead magnet. For example, you probably have some frequently asked questions on your website. You could condense those into something like “The Top Five Questions Clients Ask” and put it into a PDF. There’s your lead magnet.
You can also repurpose content you’ve used with your clients in the past or from articles you’ve written. Just pull that content together and edit it into a nice useful guide.
To provide some concrete examples for all of you law firm owners, we’re going to get into specific areas of law. The first we’ll focus on is family law.
When creating a landing page for your family law clients, a checklist could work well. They might want a checklist of all the data they’ll need such as that regarding their salary, history, personal costs, etc. If you work with adoptive parents, you might create a checklist of items they need to gather before they work with an adoption agency.
2. Think about what’s going through your clients’ minds
Most clients won’t jump right in, say, “I need an attorney,” and leave it at that. There’s usually something else they’re nervous about in the process. Therefore, you might want to create a landing page with something like “Top Five Ways to Have a More Amicable Divorce” or “Top Seven Questions About Adoption in (state you live in)” or “How to Talk to Your Children About Divorce.” If a potential client sees these types of downloads, they’ll give you their information to access them because they’re nervous about the topic.
Personal Injury Law
Another law area we’ll get into is personal injury law. This is an especially hard area because no one plans for it. However, there are still things you can do through landing pages to make sure that your potential clients are prepared.
1. Checklist: “What to Do When You’re in a Car Accident”
List the basic four steps of what you recommend your potential clients do if they get in a car accident such as getting the contact information of the other driver and contacting 911. This is something people can print out, laminate, and stick in their glove box. You could also make it downloadable to people’s phones so they can have it handy there.
2. Hyper-specialized guides and targeted ads
Think about everything going through your potential clients’ minds. Provide the information that they are wondering about through guides and ads. Get very specific to multiple kinds of accidents and/or injuries.
If you want to hear more examples of landing pages for other areas of law, check out Episode 023: Brainstorming Your Next Lead Magnet.