Content Marketing: Where law firms lose referrals and how to prevent it

By Edie Reinhardt

Law firms take pride in referrals. They reflect the firm’s reputation, relationships and trust. However, a referral is not a retained engagement; it’s simply an introduction. What happens between that introduction and the first conversation often determines whether the opportunity converts. Firms shouldn’t leave that to chance. With the right strategy and content, they can increase their chances of being hired.

The invisible research phase

When a prospect is referred to a firm, the next step is rarely an immediate call. Instead, it’s research, including Googling the attorney, reviewing the firm’s website and bios, and scanning recent content and LinkedIn profiles.

During this phase, prospects are forming impressions about whether the firm feels like the right fit. The referral opens the door, but the firm’s content influences whether the prospect reaches out. If a meeting isn’t scheduled, it isn’t necessarily an explicit rejection. Prospects may simply move on to the next attorney on their referral list and never come back to the first. Firms see the referrals that convert, but not the ones that disappear before a conversation happens.

Content as a pre-meeting trust builder

Content is often viewed as a tool for generating leads or raising a firm’s visibility. However, it also plays a strategic role in reinforcing referrals and improving conversion. Well-thought-out content supports that process in several important ways.

1. It creates clarity. Prospects want to quickly understand what the firm actually does, the types of clients and matters it handles regularly and whether their situation fits that experience. When content provides clear, specific explanations and examples, it reassures prospects that the firm can help them, and reassurance builds trust.

 

2. It demonstrates how attorneys think and communicate. Prospects don’t just look at an attorney’s technical knowledge. They want to see how attorneys assess risk, weigh options, and work with clients. Content should highlight their approach and reflect their values. This gives prospects confidence in how their matter will be handled and makes them more comfortable reaching out.

 

3. It signals depth and consistency. Regularly providing thoughtful content over time communicates credibility and stability. It shows that the firm is staying abreast of developments affecting its clients and thinking about how to help address those challenges.

How to improve content

To avoid losing a referral before a conversation even happens, a firm’s online content must quickly build prospects’ confidence in the firm and the referred attorney.

More specifically, content should provide:

 

1. Specifics about the matters the firm most wants to attract. Firms need to focus on their best areas of practice. Trying to position themselves as a jack of all trades won’t work. People want to hire specialists and see significant experience that closely aligns with their situation.

 

2. Examples. Case studies, lists of representative matters and client types, reviews and testimonials help prospects quickly understand what the firm does and how it delivers results. These examples make abstract capabilities more concrete and relatable. While attorneys must comply with relevant ethics rules, this information can be shared appropriately within those guidelines.

 

3. In-depth substance on key topics. A “content pillar” approach works well. Firms should start with a comprehensive overview of a core topic within a practice area, then build out related subtopics with cross-links to encourage prospects to learn more. FAQs, evergreen explainers, and timely updates can all support the pillar and demonstrate depth.

 

4. Unique insights and perspective. Generic content is easy to produce and easy to ignore because it sounds like every other firm. Attorneys should share their point of view, highlight patterns they are seeing and draw on real-world experience. That’s what differentiates them from competitors and from AI- generated content.

 

5. Personality. People hire those they know, like, and trust, so content should reveal aspects of the attorney’s character, background, and communication style.

 

6. A clear and easy path to connect. Web pages should make it obvious how to take the next step, whether that is scheduling a consultation, contacting a specific attorney or submitting an inquiry.

 

7. Consistency across platforms. Prospects often check a firm’s website, attorney bios, LinkedIn profiles, and third-party directories. Messaging should be consistent across all of them. Conflicting or outdated information can weaken the impact of the referral.

Referrals are just the beginning. To turn them into conversations and clients, firms must treat content marketing as a core part of business development or risk losing out to other attorneys that the prospect is considering.

 

 

Edie Reinhardt, Esq. is principal of RDT Content Marketing, which specializes in helping attorneys showcase their expertise and target their marketing to attract more clients. She can be reached at [email protected].