When it comes to marketing your practice, there is a secret weapon that attorneys tend to ignore and completely leave off of their websites. It happens to be one of the most powerful tools any business person in any business can use.
Word-of-mouth advertising. Also known as testimonials.
The truth is obvious that nobody wants to be “sold” to. If someone is curious about a product, they generally ask around or look at reviews before purchasing. Have you noticed that if you hear something negative about a product or a business, you tend to steer away from the said product? And if someone in your life is raving about a product or a service, your interest tends to perk up?
Testimonials are more than just mere words.
They are stories that come with emotions, conviction, a background and ultimately, a result. When someone reads a testimonial, they immediately feel that connection with that story, thus feel connected with you and your practice.
Nowadays, testimonials are now considered “social proof.”
This word-of-mouth advertising is so popular that a whopping 92% of consumers read them before purchasing. Potential clients are looking for that proof that you are the right lawyer for them. And if they read positive stories from other people on how you changed their situation for the better, then you can help them out of their situation as well.
Opinions are powerful things, and you can harness that power to boost your client base easily.
Getting testimonials is easier than you think. Former clients will gladly give a testimonial if reminded how beneficial your relationship was to them.
What should be included?
First, get in touch with these former clients. Let them know what your hopes are in the testimonials, and that you would appreciate theirs. Be sure to get the specific details, as it makes a testimonial more credible. Include:
- Client’s name. If a client doesn’t want their name published, use their initials instead.
- Date when services were provided.
- The problem or concern the services solved.
- How the client benefited from your expertise and skills.
- Why the client recommends you.
Testimonials should be short but detailed. The emotional expressions in testimonials personalize the testimonials. Keep the testimonials in the client’s voice and style.
The typical testimonial comes through email, making it easy to be able to copy/paste onto your website. But if you can get a testimonial through a hand-written letter, then all the better. It will add that extra touch of authenticity to your website if you scan the letter and post it as an image along with your other testimonials.
In value of testimonials, the email version is the easiest but least in authenticity.
The hand-written version is a step above that.
To get the most effective testimonials that will bring people in, you will have to go beyond the written word…
The Most Effective Type of Testimonial
If you want to go above and beyond, to show potential clients that you are the right lawyer for them, then it is time to go a step above the written form of testimonials and do video-based testimonials.
Think of video testimonials as the kingpin of all testimonials. Besides being in person, nothing can be more authentic than an actual video of a former client talking about the experience they had with you.
Not only is a video the most authentic, but it is also the most user-friendly.
Reading is active, whereas video is passive. People have a tendency to go the “easy” route and watch something versus reading. This is especially true for the aging population as the font on websites is small and not as readable to them.
The only drawback to video testimonials is that not all former clients will want to sit in front of a camera to give a testimonial. It is more comfortable for them, and more private if they simply send an email. Finding clients who will be willing to talk into a camera will not be easy. For this form of testimonial, seek out only those who you are very comfortable with and are sure they would be willing to do this.
And if you cannot find the clients….
Try asking around the office. Posting video testimonials from fellow staff members, sharing their experiences working at your firm and with you, will be of great benefit not only for potential clients but for your office. If people can get a video glimpse of the people who work at your firm, it will give them a more secure sense about you.
Where To Use Testimonials
Most online content benefits from testimonials. Use it on various places on the firm’s website, the social media platforms, in case studies, and other marketing campaigns.
- Publish testimonials throughout the website, in the sidebar, footnote, or on a dedicated Testimonial page.
- Boost case studies by including testimonials.
- Post client testimonials on social media platforms where potential clients frequent.
- Use testimonials in email campaigns and email newsletters.
Consider the Positive Effects
If you are hesitant to ask clients for a testimonial, consider the effect it has on current, former, and potential clients:
- Testimonials can generate new business for you when potential clients see the testimonials of former clients.
- Current clients are assured that they have the best elder law or estate planning lawyer for their situation. They will be more prone to recommend you to family and friends.
- Giving their testimonials remind former clients of what you have done for them. They remember the benefits of having you as their lawyer. Therefore, they will be more inclined to continue the lawyer-client-relationship and refer others to your firm.
If you do not have testimonials on your website, either in written or video form, then you need to do so now.
There is no loss, and it will only benefit your practice. When former clients give you testimonials, they will be pleasantly reminded of their time with you and will be more inclined to recommend you to others.
If you have willing participants, either from your clientele or from your office, make video testimonials. A video clip is much more powerful than an email blurb, and this is especially true for seniors.
The aging population will be more likely to view a video than to read small text on a website.
For more information on how to write powerful testimonials and the best way to make use of the testimonials online, swing us a message.