I’ve said it before, and it’s worth repeating:
People don’t hire firms – they hire people. So one of the most powerfully attractive things you can do for your website is to include personal, even revealing, information about yourself – anything that makes you more relatable to the kind of client you wish to attract. Some attorneys are reluctant to talk about their personal interests, but in my experience, personal disclosures make a HUGE difference in building trust.
Case in point:
We have one DUI attorney client who had a DUI. He beat the charges, and his record was cleared, but he was afraid to reveal his arrest on his webpage.
However, we urged him to bite the bullet and include the information anyway. We finally convinced him it wasn’t a problem. In fact, it was one of his greatest trust-building assets.
Because it not only showed that he was human, it also demonstrated that he went through the same things his potential clients were experiencing in their own lives.
The result? His calls increased measurably.
People felt like he was more relatable. Like he was “one of them”.
This isn’t an isolated case, either. Time and again, my team has witnessed this same trust-buidling effect help our clients increase the number and quality of the calls coming into their firm. So if you have a unique hobby, talk about it. If you enjoy sailing or play an instrument, let people know. Perhaps you served in the military? Then, say it. If you’re a divorce attorney, and you’re divorced, make sure to highlight that in your profile. It may make you feel a little vulnerable at first, but I assure you, it will be well worth it. Because each little bit of personal information you reveal helps people bond with you.
I call these little bits of personal info dog whistles.
Why? Because they call to potentials who share the same hobby, personal details, or life events, at a subconscious level, and in a way that only they can “hear”.
When someone with a pending divorce finds a divorce attorney who has gone through the same thing, it creates a deeper bond. So I encourage you to dig deep and think about any personal anecdotes or stories you have that relate to what your potential clients may be experiencing.
Meanwhile, for more dog whistle ideas and details on marketing methods that we use to establish our attorney clients’ authority and bring them a steady stream of potentials, consult my Secrets of Attorney Marketing book.
It’s yours at no cost, right over here:
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