Part three of a five-part article:
Before a law firm can create relevant content, it needs to know with whom it is communicating. In marketing talk, this is called the “user persona” – or target market.
“In user-centered design and marketing, personas are user types that might use a legal service in a similar way,” said Davis. “A small law firm might target one user persona. A large law firm will target numerous user personas.”
One law-firm user persona might be high-income individuals going through divorce. Another might be small businesses in need of venture capital. Another might be large medical equipment manufacturers facing product liability lawsuits. The more specific the persona, the more specific a law firm’s content can be. Relevant content will answer the questions these users are asking, using natural language.
A user personal is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from user interviews.
“An effective law firm website will focus not on the firm’s capabilities, but on the identified needs of a persona or personas,” said Davis. “It will use industry- or interest-specific terminology within a context familiar to the targeted persona.”
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