Posted by Bethany Handy ● March 24, 2016

Best Practices for Mapping Legal Content to the Buyer's Journey

When someone needs legal services, he or she goes through an active research process similar to the one buyers engage in before deciding what product to buy – this is the Buyer’s Journey.

The Buyer’s Journey has three different stages: awareness, consideration, and decision.

If you already use content marketing to promote your legal practice, mapping your legal content to the Buyer’s Journey can be a very effective way to gain more clients and increase your market share.


First Stage - Awareness

At this stage, the buyer faces a legal problem or challenge and starts looking for a solution. Whether it’s a divorce, personal injury, or trouble with some bad faith insurance company, the buyer wants to learn more about his or her options.

You can help buyers in the awareness stage find the information they need, and in the process establish your authority and build trust. You do this by providing buyers with helpful content that answers the questions they are asking.  

Best content mapping practices in the Awareness Stage:

  • Create blog posts that explain in simple terms the legal problems your target buyer is facing. For example, if you are a divorce lawyer, you can explain the process of filing for a divorce and why it may be the best solution for both sides.
  • Debunk myths, common fears, or misconceptions that the buyer may have to using legal services for his or her problem.
  • Offer tips on how the buyer can find help quickly and without stress.
  • Publish free e-Books that answer questions buyers have in the awareness stage more deeply than blog posts.
  • Create infographics that present skimmable information in a visually engaging format.
  • Cover legal news and updates related to the legal practice(s) you focus on.
  • Share your blog posts and other useful content you create on social media.
  • Add a comprehensive Frequently Asked Questions (FAQ) section on your website.

Second Stage – Consideration

By now the buyer is aware of his or her legal needs and is researching legal services. He or she is evaluating their options, considering the cost, location, reputation, and online presence of lawyers or legal practices.

Best content mapping practices in the Consideration Stage:

  • Present recent case studies on your website and blog to provide proof of your past successes.
  • Create video case studies for a higher impact. Interviews with satisfied customers can be very powerful.
  • Use social media to share case studies.
  • Explain to your potential clients the benefits of hiring you, such as affordable fees or no fee for unsuccessful claims.

Third Phase - Decision

After comparing all options, the buyer weighs the research he or she has done, considers prices, and makes a decision.

Best content mapping practices in the Decision Stage:

  • Offer free consultation or case evaluation offers through your website.
  • Use streamlined forms to easily connect the buyer to your sales team.
  • Make your practice more credible and establish authority by featuring real testimonials on your website.
  • Add the full names of individuals featured in testimonials, including their location and picture.
  • Present video testimonials.

Finally, it is good to know that mapping legal content to the buyer’s Journey becomes a lot easier if you outsource at least part of your content creation efforts. If your legal practice leaves you no time to handle content creation or manage your online marketing efforts, it is better to get professional help than to neglect this aspect of your work.

Ready to learn more? Listen in as Chris Handy takes a deeper dive into mapping your content to the Buyer's Journey.


Topics: Inbound Marketing, Legal Marketing