Persuasion Optimization and You

A law firm can use persuasion optimization to show clients it is an open, trustworthy source of legal counsel.

Law firms and businesses of all kinds spend a great deal of time and effort to bring visitors to a website. This is obviously important, but what really matters is what happens once someone is actually on your firm’s website. One form of optimization that focuses on getting visitors to complete your desired actions is persuasion optimization.

Basically, persuasion optimization revolves around using several techniques to persuade visitors to explore your website and to turn them into leads. One of these techniques involves establishing your firm as an authority on your area of practice (or areas) by building a solid social media presence. For example, a Louisville medicaid lawyer might include testimonials from previous clients whose cases he won to show his skills as an attorney, and release a blog post once a week with interesting information for his client base.

Another technique is to give something away such as a free whitepaper or eBook. Even if you don’t ask for anything in return, this will often serve as motivation for the recipient to reciprocate your favor and result in a visitor becoming an actual client when the time comes for them to hire a lawyer. Think about it: Would you rather hire a nameless child custody attorney, or one who puts a free eBook on child custody laws for your state up on their website?

Persuasion optimization also relies on using consistency throughout the content of your website. An example would be using the same tone on the articles you write on your legal blog. Maintaining a consistent tone of voice should help you establish trust with your audience because they can quickly gain a sense of who you are and won’t have to continually re-evaluate your firm. Besides this, striving for likeability is an important aspect of persuasion optimization. This could mean showing your audience that you are active in your community or that you help out a local charity.

By implementing these different techniques, you can use persuasion as leverage. Rather than having visitors stay on your website briefly, this should encourage a considerable percentage of visitors to explore your content and hopefully complete your calls to action. Essentially, these techniques can be used to optimize the traffic you receive and maximize the number of leads you generate.