The life of an Attorney can be hectic and most times busy. When juggling client meetings, depositions, and court hearings, the day to day tasks of keeping up with your business might fall by the wayside.

When was the last time you thought about what content was living on your company’s website? Is your site optimized to bring in the ideal client? Do you know what even constitutes as the ideal client? Your website should be the place where your ideal clients gain information regarding your field. Your clients have a problem and you are here to solve it, so why not offer interesting and knowledge based content for them to eat up?


At Highline Ideas, we develop strategies that tailors content to build your business using a methodology called Inbound Marketing


The old days of buying ads or email lists and hoping your efforts turn into leads are over. By using the Inbound Methodology, we focus on creating content that attracts and welcomes your client without pushing an agenda. Potential clients are burned out on companies that scream claims of grandeur at them.


So, how do you even get those perfect, ideal clients to your page?

We’ll start with cultivating a Buyer Persona for your ideal client. Buyer Personas are a semi-fictional sketch of what your ideal client looks like based on real data and research. We include their personality traits,  challenges as a buyer and their goals. By creating content specifically for these personas, clients are attracted to your page and are more likely to turn into leads.

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Next, we curate content designed specifically to attract that persona. For instance, if one of your areas of expertise is Estate Protection, we’d think about who your ideal client is and what they would look like…

Elderly Ellen, 78, is getting ready to move into a senior community and decides it’s a good idea to get her estate in order for her family. She is well to do, has some stocks, and owns her home. She knows she needs documents, but she’s not sure exactly which ones and how to go about getting them drawn up. She laments to her middle aged child, Helpful Harry, and he begins researching for her as she only uses the internet when someone is home to help her.

Because we know Elderly Ellen won’t be searching online for help by herself, we would not target her alone; we would add Helpful Harry as the main buyer persona. Elderly Ellen is your ideal client (someone who needs help with Estate Protection), but Helpful Harry would be the buyer persona as he is the one finding your content based on his web search for terms like “estate planning”, “living wills” and “What is probate?” amongst others.

Because we know Elderly Ellen’s child will be searching the internet for topics related to Estate Protection, we would create content targeting him and his mother’s problems. Offering up-to-date and relevant legal knowledge shows your client that your aim is to help them—a way to let your clients know they can trust you and your firm.

What about your website? Potential clients don’t want to see what you do and how you do it, they want to know how it pertains to their lives. How is your specialty going to impact them?

By knowing what your persona’s goals and challenges are, you are more prepared to relate to them with the blogs you post and the social media messages you push out.

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And remember, your website is not where content goes to grow old and stale. Constantly keeping up with trends and new information in your field is a key factor into bringing leads in. Seeing that a business’s website is up to date and ever changing lets your client know that your firm is on the ball.

Having a plan that allows you to update your site at a moderate, steady pace is the best way to provide relevant, timely solutions to help your clients.

Now that you have a taste for the role Inbound Marketing could have on your website and firm, we invite you to download our infographic explaining just how we intend to build trust between you and your ideal clients.

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