Perspectives
A critical component of creating web content for law firms and other professional service companies is a deep understanding of the target audience. This is essential for engaging prospective clients and, in turn, actively converting them into actual clients. Outlined below and in the infographic are eight key steps to understanding this target audience.
- Identify your firm’s target client segments, which involves figuring out who your clients are – whether they are businesses or individuals – or if most of your business comes from referral sources.
- Understand the target clients’ backgrounds, including their ages, professions and locations. This can help to identify issues that are specific to these demographics.
- Analyze psychographics, which explore the psychological attributes of individuals, to help deepen this understanding further by revealing target clients’ values, interests and needs. This can give firms insights into why clients make certain decisions, what drives their behavior and how they perceive the world.
- Identify your target clients’ key concerns – what are they most worried about in your particular area of law or industry?
- Determine their key motivators for looking for a law firm or a professional services company – are they trying to understand their rights? Prevent litigation? Gain expert guidance? All of the above?
- Collect data through surveys or polling to understand how your target clients prefer to receive information, as well as to identify their needs.
- Observe their behavior through analytics tools and gain insights into how they interact with your website and which content they engage with.
- Select the right communication channels – such as blog posts, videos, white papers and/or social media, etc. – to connect with your target clients where they prefer to engage.
