"Free" is a powerful word. Study after study shows that using free books and offers on your website dramatically increases conversion rates. So, if you are already offering a free book (or other offer) on your law firm’s website, then you’ve already taken a huge step and probably have most of the really hard work out of the way.
However, if it just doesn’t seem like you’re getting much interest in your free book offer once it’s live on your website, don’t give up just yet. Instead, here’s a little troubleshooting guidance.
Make Sure Your Book or Free Offer Is Something Your Perfect Clients Want to Download
If no one seems to be downloading your book, we recommend that you start troubleshooting at the root. Look critically at what you’re offering, and work through these diagnostic questions:
1. Is your free book offer relevant to your potential clients? Although “free” is a powerful motivator, the most powerful motivator is relevance. If your book focuses on probate law, but most of your practice is devoted to divorce law, the potential clients who find your book probably aren’t interested because it doesn’t really address their concerns.
By offering free items that appeal directly to your ideal clients, you are putting out bait for an audience that is already ready to listen—and, hopefully, ready to hire an attorney. If your offer speaks to them and helps them in their time of need, then they are much more likely to hire you over a competitor that has nothing tangible to offer.
2. Does your free book offer suffer from thin content? “Thin content” is content that doesn’t really deliver enough guidance or information to satisfy your readers. For example, if your book is very short or only focuses on pitching your law office, then potential clients may not find it useful or worth the download.
Take a critical look at what you’re offering. Does it really offer something of value to the people you want to attract as clients? If not, consider expanding and improving your book’s content to improve download rates and avoid making a bad impression on your readers.
3. Is it easy to request your free book? If your website visitors can’t immediately find a way to request your book, they probably won’t keep digging. Make sure you have clear links to your offer page and incorporate an easy contact form. Test your contact forms to make sure they work as expected and are delivering the right message.
Keep in mind that your contact forms should be specific to the book you are offering, and they should be brief (while still collecting the information you need). Be sure to get visitors excited about your book with compelling calls to action.
If your book is already relevant, robust, and easy to download, then it’s time to move on to the next phase of troubleshooting. Let’s look at how—and where—you are promoting your free offer.
Promote Your Free Book or Offer to Increase Interest and Get More Downloads
You can’t expect people to get excited about a book or offer they don’t know about. If you have a great offer on your website, but downloads are struggling, the next step is to find a way to inform and remind your clients that it’s available:
- Feature it on your website. Using DSS, it's simple to add new books or offers to your website, create landing pages for your offers, and create professional contact forms for download or mail requests. Adding a “thank you” page and follow-up “thank you” email are additional touches that let readers know you’ve received their request. For maximum effect, you should also promote your book or offer on your homepage, relevant practice area pages, and the sidebars of relevant supporting pages.
- Include it in your newsletters. Mention your latest book or legal guide when you send out your newsletter, and maybe offer a “teaser” of the content. Let people know how they can get it and that you are offering it for free. If people are interested enough to read your newsletter, it’s likely that they’re interested in reading your book, too!
- Make it your call to action. In relevant blog posts, articles, and FAQs on your website, use your book offer as a call to action. Since your readers are already engaged with the content on the page, moving on to the additional content in your book is a natural step—but you have to let them know that next step is available.
- Embrace social media. Using your accounts on Facebook, Twitter, and other social media sites to promote your book is a great idea, but don't overdo it. The last thing potential clients—or your friends and associates—want is to hear about every hour of every day is your book. You definitely want to let people know when you publish a new book and promote it while it’s fresh. After that, though, occasional reminders will suffice, especially when you can tie it to a relevant campaign or message.
- Engage readers with an email follow-up campaign. The people who download your book share their contact information with you, so look at it as an opportunity to stay in touch. A “drip” campaign keeps you top of mind after people download your book and helps convert them into clients. It also increases the chances that your readers will recommend your book or offer to their own friends and family.
We Can Write a Book for You and Give You Everything You Need to Promote It
If you haven’t written a book yet, or if your current book is struggling, FWM has a solution that can explode your growth. With a Practice Expansion Campaign, you choose the focus, while our team writes your book, creates the landing page for your website, writes your email follow-up campaign, and provides the supporting content you need to bring it all together. You even get personalized coaching that will hone your strategy and get you focused on exactly who your perfect clients are and how to reach them!
From brainstorming topic ideas to promoting your book, a Practice Expansion Campaign makes the process of adding a free book to your website not only painless but fun. Questions? Call 888.886.0939.