How to Create an Impactful eBook For Your Law Firm
If you are looking for a way to attract clients using an effective lead generation tool, creating an impactful eBook for your law firm is one of the best ways to do so. It's a great way to;
drive targeted traffic to your website
gain new prospects
present your services
provide valuable, well-thought-out and helpful information
showcase your law firm's knowledge and authority on the subject matter
build your mailing list
What Is An eBook?
An eBook is a downloadable digital guide designed to be read online. An eBook is used by businesses and online marketers as a lead generation tool to attract your target audience to your website and to give them something of value in exchange for their contact information.
eBooks are typically eye-catching and attractive, so creativity and design skills are needed. However, if a potential client is taking the time to download your eBook, they are interested in your law firm and how you can help them. This is why eBooks are considered an essential lead generation tool - and why you should take the time and effort to create a well-written and designed eBook that introduces your ideal client to your website and services.
How to create an impactful law firm eBook
Along with an element of design, it is also essential to include specific components within your eBook to ensure it provides crucial information that will benefit any potential client who downloads it.
1. Write a catchy title and design an attractive cover.
How often have you seen a book in a store that has caught your eye solely based on the title or cover? It's the first thing that can lead a potential client to want to download your eBook. So, as you write your title, it should be both catchy and transparent as to what information you are providing in your eBook. Imagery is another way to grab attention. Your cover should also give insight into what your eBook will entail. It should have a clean layout and include your law firm's branding.
2. Use your law firm’s branding throughout your eBook.
As you create your eBook, you want to include your law firm's branding throughout. Therefore, you will want to lay out your color pallet before designing your eBook. If you only have one color that your law firm uses for your branding, incorporate a least another two colors that will complement that color. Here is a list of ideas of where you can use your color branding throughout your eBook;
Title
Cover layout
Page numbers
Framing around images
Headings
Bullet points
Buttons
Checklist
Infographics
Elements
Social media profiles
3. Include an intro or table of contents.
Make sure to include either an intro or a table of contents depending on how long or in-depth your eBook will be. Your intro should be a general introduction or information overview of your eBook. If you include a lot of information, it may be beneficial to create a table of contents so that your reader can easily find the information they are looking to find.
4. Break up your eBook with imagery, a checklist, or an infographic
Make it easy for your readers to follow and understand your guide. You will want to include eye-catching imagery, bold headers, sub-headers and bullet points throughout your eBook. In addition, it's essential to have an easy-to-read layout throughout your design. Also, you will want to think about including something interactive within your eBook. This can be something as simple as a checklist, infographics or even a video. An example of this would be a checklist of documents you need to apply for a green card or documents you need to gather before filing for a divorce. Infographics can include statics or bullet points based on a topic you want to highlight.
5. Include your social profiles and important links.
If a potential client is genuinely interested in your information, they may also want to follow you on social media. Therefore, including your social media profiles on your intro page and your summary or contact page at the end of your guide would be beneficial. You can also include important links or mini CTA's throughout your eBook. A few examples would be a link to relevant blog posts or services, an contact email or contact us button, a small CTA, attorney bios, etc.
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6. A relevant case study
Depending on your topic, you might want to include a short case study. A case study would give your client a little background on how you typically handle a case and what they could receive as an outcome. An example is a client you helped obtain their green card. You can lay out what the process was like for you and your client. Include any obstacles you had to overcome, some simple advice, or a few questions you would generally answer during a consultation.
7. An impactful CTA (call to action)
The purpose of the eBook is to gain referrals or new clients. Once they have read the information you have provided, you want to make it really clear on what they should do next. Typically the last page of the eBook should be where you have your primary CTA. Example CTA's would include;
Phone number
Contact email
A contact button that leads to a contact form on your website
You also want to include the following;
Your primary services
Social profiles
About the author or main attorney profile
Law firm awards
8. Create an effective marketing strategy for your eBook.
Once you have created your eBook, how will you market it to potential clients? Also, how will they download this informational resource?
First, you will most likely add your eBook as a complimentary eBook on your website. However, you need to set up your marketing funnel. Typically in exchange for your eBook, you will ask for an email. So you need to make sure you set up your eBook correctly on your email marketing platform so they receive your guide when they join your mailing list. Once they have received the eBook, if you set up your email campaign with identifying tags, you can create a small nurture campaign to follow up with your potential client and give them either additional information or a way for them to ask questions or contact you.
Next, you will want to promote your eBook on your social media, with a blog post, newsletter and videos.
Consider adding a popup, page header or sidebar to your website to promote your new eBook, with a link to the download page.
Add a CTA to your eBook on future blog posts.
Put a link to your eBook in your email signature.
Promote it with Facebook, Instagram or LinkedIn ads.
Create a free offer in your Google Business Profile.
Summary
Creating an informational, eye-catching eBook takes time and effort, but it is a great lead generation tool and an effective way to increase your online visibility and authority. It is also a great way to promote your law firm and knowledge, connect with your clients and separate yourself from your competition.
In addition to creating an effective email marketing strategy, nurture campaign and marketing campaign to complement your eBook, you will have created something that provides real value to your prospects and increases leads for your law firm.
If your law firm needs help creating effective lead magnets such as eBooks, a creative email marketing strategy, or a nurture campaign, we are here to assist with your law firm's content marketing needs.
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