Is your firm missing out on the benefits of gated content? Here’s what you need to know.
If you’re an attorney who is looking for ways to market your law firm, you may have come across the term “gated content.”
But what exactly is gated content?
In simple terms, gated content is only accessible by completing a specific action. For example, filling out a form with your contact information.
Gated content can be an effective way to generate leads for your law firm. When someone wants to access your gated content, they have to provide you with their contact information. You then use this to follow up with them about your services. Additionally, by requiring people to fill out a form to access your content, you can collect valuable data about your leads, such as their name, email address, and phone number.
However, gated content isn’t right for every situation. In some cases, it may be more effective to leave your content ungated so that anyone can access it.
For example, if you’re writing a blog post that doesn’t mention your law firm or any of its services, there’s no need to gate the content. On the other hand, if you’re writing an article that discusses a specific legal issue and includes a call-to-action for potential clients to contact your law firm for help, gating the content may make sense.
Ultimately, whether or not you decide to gate your content will depend on your specific goals and objectives. If you’re not sure whether or not gating your content is right for you, consider speaking with a marketing professional who can offer guidance and advice.
What are the Benefits of Gated Content?
As we mentioned above, one of the main benefits of gating your content is that it allows you to generate leads for your law firm. By requiring people to fill out a form in order to access your content, you can collect valuable information about potential clients, such as their name, email address, and phone number. This data can be immensely helpful when it comes time to follow up with leads about your services.
In addition to generating leads, gating your content helps you segment your audience.
For example, let’s say you’re a personal injury attorney who offers free consultations to potential clients. You could create two pieces of gated content: One for car accident-injured people and another for slip and fall-injured people.
By doing this, you ensure that each lead receives information that is specifically tailored to their needs—increasing the chances that they’ll reach out to schedule a consultation with your firm.
May Not Be Right for Every Situation
As we noted earlier, gating your content isn’t always the best course of action. In some cases—such as when you’re writing a blog post that doesn’t mention anything about your law firm—it makes more sense to leave the content ungated so that anyone can access it without having to provide their contact information first. Un-gating this type of content allows you to attract new readers. These people might eventually become paying clients down the road. This is true even if they don’t immediately engage with your firm after reading the blog post in question.
Deciding whether or not to gate your online content is a complex decision—and there’s no one-size-fits-all answer.
Ultimately, whether or not you should gate your content depends on many factors. These include what type of content you’re creating and what your marketing goals are. If you’re still undecided about whether or not gating your content is right for you, consider speaking with a marketing professional who can offer guidance and advice based on their experience working with attorneys and other professionals in the legal industry.
To learn more about the benefits of gated content or to get started with a plan, contact Legal Web Design.