The importance of using online personas in the legal sector

Have you ever thought about exactly who you are trying to reach with your legal firm’s digital marketing activity? There’s an endless list of options when it comes to online content, yet deciding who your target personas are at an early stage will enable you to precisely produce the right marketing material. This will then encourage quality enquiries and ultimately conversions for your firm – it’s a win-win all round!

What are online personas and why are they needed?

If you keep seeing the word ‘persona’ floating around without actually understanding the meaning, it’s likely you should read up on the topic before diving head first into your new marketing strategy. Personas are fictional individuals who are likely to interact with your law firm online. They are a rough guide, or examples of potential visitors based on their behaviour and demographics. Some things to consider when creating a persona might include:

• Age, gender and location
• Occupation
• Interests, other websites they will visit online
• How they interact with the internet
• Those looking for topics about family law will be different to those who need corporate advice

The reason marketers look to create personas is due to the fact that these are the individuals who are more likely to convert on their website. If you can get your marketing material in front of those who are actively looking for the topics you’re talking about, you’re more likely to be in with the chance of someone taking notice and acting upon it.

By creating personas and dividing your campaigns into segments, you will be able to produce material which can be targeted directly to the person who you want to see it. This is particularly beneficial in a crowded online space, where it is becoming increasingly difficult to obtain new clients and visitors to your legal firm’s website.

What questions do I need to ask to identify my personas?

In order to get the most precise reflection of your persona you must delve deep into their lifestyle and decide upon the best way to target them. It’s possible that you have a rough idea as to who your target clients are, but how much have you uncovered about the type of marketing material that makes them convert into an enquiry? Luckily for you, Hit Search have created an in-depth guide about everything you need to know when it comes to generating case enquiries, including seven golden questions you should ask yourself when creating your legal personas. Download the guide here.