Webinars are a great way to get in front of potential clients and referral sources to educate them on all the ways you can help. The downside is that people are pretty busy, and it’s easy to overlook that fact when you compare how busy you are (because no one is busier than a busy lawyer, right?!?).

When it comes to promoting a webinar, many law firms make the mistake of simply announcing it and hoping people show up. Instead, create the easiest path to show up by including a method for linking the event to their calendar. For most busy people, if it isn’t on their calendar, they’re going to forget.

Why Do People Attend Webinars?

They have a problem they want solved. As an attorney in a service-based industry, you are in a position to help them. Address the problem the majority of your attendees have. Granted, there are likely several, but pick one that appeals to the most people. The emails you send out need to address this need.

For example, don’t use a subject line like this: Attend our FREE webinar on Trusts. No one actually wants a trust. Instead, they want asset protection or the peace of mind knowing their loved ones will inherit your estate. The trust is a means to an end, so don’t sell the former. A better subject line would be this: Attend our FREE webinar on Safeguarding Your Assets from Creditors. 

During your webinar, include time for questions. Although your webinar is about one specific issue, grant your audience the time to ask you questions about other issues that are relevant to them. No webinar is genuinely free. Even when there is no financial cost, people give up their time. They won’t spend it unless there is something in it for them. They will be more likely to attend if they know there will be time for them to ask you something. It guarantees that they will get value from it.

Spotlight Branding will Help You Promote It

When our clients host workshops or webinars, we include it in their newsletter and social media. Like the calendar tip we gave you, it pays to be top of mind. Reach people through as many platforms as possible. We’ll post on a variety of social media platforms so your firm is seen by those who need your services. Contact our Business Development Managers to learn how we can increase your referrals and get you better clients.