11 elements of a successful eBook for your law firm | Good2bSocial

[Author: Noreen Fishman]

With the rise in popularity of tablets and e-readers, e-books have become an important part of legal thought leadership. Ebooks are an incredibly powerful lead generation tool and a key element of a robust content marketing strategy. They allow law firms to position themselves as thought leaders by sharing their expertise while gathering useful information about leads like their email addresses.

All too often, however, marketers don’t create ebooks because they’re not sure where to start. How to Create an Effective Law Firm eBook? Here are 11 elements of a successful e-book promoting your law firm.

Elements of a Law Firm eBook

1. A descriptive and interesting title

Choosing the right title is crucial as it is what is most likely to persuade people to download and read your law firm e-book. The title arouses interest, especially with content that is shared on social media. Your title should grab attention and also make it clear what your e-book is about. What does the reader gain by reading this content? Demonstrate the value in a concise and compelling way.

2. Great graphics for the coverHome page

People judge books by their covers. They need to be visually appealing and also consistent with your brand guidelines and other creative elements. Highlight the title and make it easy to read and add colors or themes present in your marketing. It’s a good idea to use an image that grabs attention but isn’t too cluttered. Finally, if you produce multiple e-books, follow a single formula for your graphics so they are consistent and easily identifiable as part of your brand.

3. A tagging system so people can find the right content

They may have different customer personas based on demographics or legal challenges. If part of your strategy is targeting people with customized content, you need a way to categorize the material. Let your readers know which articles are of interest to them with a sorting system. You can use iconography, color schemes or tags. If you already use such a system on your blog, you can include ebooks so people are familiar with the way you organize content.

If you haven’t already created client personas, start creating an ideal client profile with this free guide: A Law Firm’s Guide to Creating an Ideal Client Profile.

4. An author introduction

Readers are generally interested in the book author’s testimonials, so make it easy for them. An “About the Author” page can be helpful, especially if you have different authors on your team writing about different topics. You should include a brief biography of the author detailing their expertise, a portrait photograph, and a way to contact them such as: B. his social media information.

5. Table of Contents

This is a staple of any lengthy written material, whether printed or digital. It’s important to give readers a sense of what’s in the book and how it’s organized. It’s also useful for finding and referencing specific information later. Make it as user-friendly as possible by using a program like InDesign where you can link chapters/sections, create a sort of interactive table of contents, and allow readers to jump to a specific section of the ebook when they click click the appropriate link in the table of contents.

Table of Contents

6. New chapter pages

Readers find it helpful to see clearly defined book sections and chapters. People like having a visual indication of their progress in a book, and again, individual chapter pages make it easier to find information later. You can use individual chapter pages to display the title of the chapter and also highlight some of the key points found in it.

7. Social Sharing Components

Social sharing buttons are important in all marketing materials, but especially in digital content. The landing page where you open your law firm ebook is a good place for these buttons, but keep in mind that people may not be willing to share content until they’ve read the material. It’s a good idea to put the buttons on some pages of the book and on the last few pages so people can share the e-book while reading or after. Some marketers even add a small footer on every page that includes contact information and social sharing buttons.

8. Visuals for breaking the copylaw firm e-book

Large blocks of text can be awkward and intimidating to read. Not only do visuals complement the page and make things look more interesting, but they can highlight your key points. Everything from headings to bold text to screenshots, charts and images can and should be included throughout the book. Oftentimes, visuals can help you explain more complex concepts.

9. Service Calls

E-books tend to be most effective at generating leads at the top of the funnel. To do this, you need to include really valuable and educational information—not just a sales pitch. Nonetheless, you should take the opportunity to mention your legal services where appropriate. This is especially true when people are in the awareness stage of the customer lifecycle and are just beginning to learn about various legal services. Linking the information in the e-book to how your company is helping address these challenges is a subtle but powerful way to promote your services.

10. The ability to read or print on the phone

Chances are your law firm e-book will be in PDF format or some other format that is easy to download. Some of these people will read everything on their tablet or device, and some will want to print out the e-book or even give it to other people. Because of this, it’s important to make sure whatever you create works well (and looks good) on mobile. At the same time, consider the layout of the e-book and make sure it still looks the way you want it printed. Be sure to test each of these methods before promoting the ebook externally.

11. A call-to-action with impact

One of the most important elements is a final CTA. What should someone do after completing the e-book? Whatever it is, tell them. For example, if the content is targeting people in the awareness stage, you might want to encourage them to move into a middle stage of the funnel. This can include reviewing a few case studies or downloading a template for specific tasks. Whatever it is, make sure it’s crystal clear.

law firm e-book

Bring away:

If you’re about to create your first e-book for a law firm, use this guide as a checklist of things that are more likely to make it a success. If you’re creating a series of ebooks, make sure they’re consistent and cohesive from a branding perspective—and review all of your material to look for those components.