Your law firm’s website is a valuable marketing tool. It’s your digital business card, your digital office space, and the first impression your firm makes with the vast majority of people who seek you out.

While the main goal of your website should be that it communicates who you are and how you help your community, it should also convert leads for you.

Many law firm websites only capture the hottest leads who are ready to book a consultation at that moment. However, tons of people can be captured earlier on in the marketing funnel that you can then nurture and ultimately retain. All you need is a good lead magnet—a downloadable resource that you can use to entice website visitors into giving you their contact information (generally their email address) in exchange for access to the content. This resource should be substantive enough to justify obtaining their information, so it needs to be bigger than the blogs you post on your website for free.

Here are five unique lead magnet formats you can use to start generating leads on your website today!

1 – Special Report/Whitepaper/E–book

This is the most common. Provide a short E–book, whitepaper, or special report that covers the area of expertise you want to be known for the most. Some examples might include:

  • X Steps to Starting a Franchise
  • A Comprehensive Guide to Building Your Estate Plan
  • A Step–by–Step Guide to Getting Divorced in [STATE]

An easy hack to figuring out what might work well is to check your Google Analytics pageviews to see if you have a particular blog post that worked well. If so, expand on it so the article stretches for multiple pages and becomes a little more robust.

2 – Seminar or Workshop Recording

Do you speak at events? Maybe you hold regular workshops or seminars. If so, record your next session and then make it available as a lead magnet, especially if you’re covering a topic in a similar style to the examples we mentioned before.

3 – Checklist

A checklist can be a great tool to help people understand the potential scope of their legal issues. (It can also help them realize that you’re the right firm for the job if the issue involves a lot of materials to be collected.) A few great examples of checklist lead magnets include:

  • The Complete Auto Accident Checklist
  • Items You Need to Start a Business in [STATE]
  • Compliance Checks

4 – Infographics

In general, you want to make sure any lead magnet you create is well–designed and visually appealing. Work with a freelancer on Upwork or use a free site like Canva to develop your lead magnet.

An infographic is another great way to convey information but in a more succinct way. In this instance, you could take a blog that has 4–6 key points and turn it into an infographic that displays all of those points on a single page in a much more visually engaging way.

5 – Worksheet/Calculator

This is for the more advanced crowd and will require the work of a programmer to integrate into your website. Despite that, if you have worksheets that you ask people to fill out, this would make a great lead magnet and help you gather more data from potential clients (and streamline your internal processes once they retain you).

You could also provide a calculator for things like child support or another form of cost/settlement estimator as long as you know the formulas and calculations yourself in order to communicate that to the programmer.

Your website can do more than just make you look good. It can convert leads for you, too! These lead magnets provide real value to your audience, and in turn, makes you look like the go–to experts they need to hire.

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