Disclaimer: All forms of marketing by attorneys are subject to the rules and regulations of their state bar association. Other forms of advertising may or may not need to be filed for review. This article intends to provide information on an advertising method that can yield significant results. Please check with your state bar as to the requirements to use gated content on Facebook, in emails, direct mail, your website, and other forms of marketing.

Simply put, gated content is a form of “give-to-get.” It is a way of generating leads by offering prospects something they want in exchange for their personal information. Gated content can be anything you can’t access publicly on your website. When using gated content as a marketing tool, it should include information of various forms that will interest prospective clients. This can include articles, videos, brochures, and e-books available for download, invitation-only YouTube videos, or information to send away for.

The best content is single-minded. Suppose you are a personal injury attorney that also handles DUIs, don’t target both kinds of clients in the same gated content. If you want to collect DUI leads, target your gated content to attract DUI clients exploring your website.

How you word your content is just as important as the content itself. Let’s say you are a divorce attorney; choosing the title of “How to Take Your Husband to The Cleaners”,  may be seen as crass and unprofessional, but “5 Things Your Husband’s Divorce Lawyer Doesn’t Want You to Know”, may be viewed as insightful.

What kinds of content can be useful as gated content?

Depending on the areas of your practice, some content may work better than others. For example, if you are in estate planning, elder law, real estate law or corporate law, research reports and webinars may be of interest to prospective clients. If you are an accident/personal injury attorney or specialize in DUIs or divorce, a variety of videos may be more interesting than reading pamphlets or articles. It’s up to you to decide what your prospects find valuable. Here are a few examples:

  • Research reports into what is happening in an area in which your firm specializes.
  • Downloadable tools and resources that will help prospects fill out common paperwork such as Tenant/Landlord agreements or Contractor agreements.
  • E-books, checklists, and simple instruction sheets help consumers understand important steps to take in legal actions.
  • Videos with a variety of content, such as:
    • Information on legal proceedings;
    • Tips and advice based on frequently asked questions;
    • Intriguing information, for example, “What Insurance Companies Know That You Don’t”

How to add gated content to your website.

To generate leads and provide them with the content they are searching for, you may need to use a plugin, CRM, or another marketing tool. Generally speaking, an automated process must be configured so when a customer completes the required action to access the gated content, they receive the gated content as expected. The gated content is most commonly delivered through email with either an attachment or a link to the gated content. A qualified website developer should set up your gated content and test it before going live. Nothing sends the wrong message, like having a prospect expect valuable content but receiving nothing because your gate is not working correctly.

Getting started with gated content:

  1. Select topics that your clients frequently inquire about.
  2. Depending on the type of content you choose to use, produce your gate content
  3. Decide on the platform(s) you will use to offer the gated content.
  4. Develop your offer and be sure to use an engaging, attention-grabbing headline.
  5. Explain the prospect’s role or action required to obtain the offer.
  6. Provide space for the prospect to fill in their personal information and submit the request for the offer.
  7. Ensure your web developer completes the configuration required to deliver the gated content.

Law firms that choose to use gated content will see significant increases in the number of incoming email leads. Once your gated content is set up, link it back to your website and social media accounts. While gated content is often viewed as a value-added service to your clients, so is accepting credit and debit card payments. If your firm doesn’t offer that option, you may be losing out. The ABA states that “40% of individuals who require legal assistance would not consider hiring a lawyer who didn’t take credit or debit cards”.

To learn more about the ability to accept major credit and debit cards easily, consider LexActum, a leading credit card processor for law firms. LexActum allows you to simplify how you collect client payments in person, over the phone, or on mobile. The company provides the legal industry with the most fully-featured payment processing solutions at the lowest rate possible. Set up time is quick and easy, and funds are deposited into your firm’s account in 48 hours. Call LexActum at 321-972-9838 and ask for a free statement audit.