Your Consumers’ Emotional Factors
FindLaw’s new white paper on legal consumer behavior came to some interesting conclusions.Â
The overarching takeaway in FindLaw’s newest white paper is this: when consumers find themselves facing a legal issue like a car accident or estate planning, they typically react quickly. Fueled by emotional factors such as worries over money or even jail time, they have a strong urge to find an attorney as soon as possible.
My thoughts on this takeaway go in two directions: the shift towards mobile and visual design. On the first, I think that as more and more of a consumer oriented law firm’s potential client base is mobile (and they are), that being accessible on mobile platforms is going to be key. An integrated marketing strategy that on the digital side includes a well appointed responsive site with good design and photography, engagement on one or more social media platforms (Facebook, Twitter, Instagram) and well-honed profiles on legal directories (good profile picture!) will be necessary. Going further and making use of apps like Pickle Legal might also prove valuable. An audience “fueled by emotional factors” is going to respond viscerally and search where they’re comfortable searching.
Good photography engages viscerally and strengthens responses to websites, social media feeds and directory profiles. Just sayin’...
The white paper can be downloaded from this link. Top level conclusions can be found in this blog post.Â