Using Visuals in Lawyer Marketing: Lawyer Meltdown Newsletter October 2012

Using Visuals in Lawyer Marketing

Visuals - eye

Whether you believe the theories about the differences in learning styles (some people learn better visually, some by listening, etc.) or not, it is hard to deny that the world has become more and more visual. This may be due in part to the massive increase in online activity; people read and consume information differently online than they do offline, skimming and scanning more than reading. This is further bolstered by the explosion in the use of mobile devices, which were not built for reading lots of text.

Visuals Capture Attention

If a picture really is worth a thousand words and you only have a small amount of time to capture attention and get your message across, pictures may be able to do it faster. John Medina, author of the bestseller Brain Rulessays, “vision trumps all other senses.” In terms of learning and memory, there is no comparison.

Experts writing for Psychology Today say that visual cues help us to better retrieve and remember information, which “make complete sense when you consider that …. the part of the brain used to process words is quite small in comparison to the part that processes visual images.”

The lesson? If you want clients and potential clients to remember you, visuals are key.

When exhorting marketers to invest in visual content creation, Hubspot cites a Shareaholic study that revealed that Pinterest (a highly visual, photo-dominated platform, with very limited text) generates more referral traffic than Google+, YouTube and LinkedIn combined; only Facebook and StumbleUpon generate more. Studies have also shown that visuals attract more attention in Facebook posts. And even LinkedIn is changing its look and feel to a more visual layout for Company Pages.

According to an article from the editors of CRM magazine, Generation Y is more likely to read news online, and 2/3 watch TV online. Most have a smartphone or other device with them at all times. That makes it more and more likely that your website and other marketing information will be viewed or accessed from a mobile device, where text is difficult to read and visuals rule. The article quotes Kit Yarrow, a psychology and marketing professor at Golden Gate University and author of the book Gen BuY, who says, “With this generation, everything has to be visual and contextual.”

As a result, it may be time for lawyers to learn how to use visuals, graphics and images to support their marketing and their overall message.

Make Visuals Match Your Purpose

As with all marketing initiatives, any analysis of what you are doing currently or what you are considering doing in the future needs to begin with your purpose. It is only once you have a clear idea of the goals you would like to achieve with your marketing that you can determine whether to embrace something new and how to implement it.

Let’s take your law firm’s website as an example. Most law firm websites are text-heavy, with few, if any graphics, images or visuals. If you want to add visual elements, the purpose of your site (and the individual pages on that site) can help you determine which content or message is most important for your visitors to receive at that time. Then you can determine how to incorporate visual elements t support and highlight that message.

You site may serve several functions, including:

 

  • Educating potential clients about the issues they may face when making  a particular business decision
  • Describing your solution to those problems
  • Establishing your expertise in the area
  • Educating potential clients about the issues they need to be aware of when looking for a lawyer

 

Each individual page of your website cannot possibly try to meet all of those functions at the same time, and if you simply add visuals to your existing text, you may be creating more of a distraction for your web visitors, with consequences like causing them to leave your site, or distracting them from the most important information that you want them to learn and/or retain on the page.

For example, although social media can be a helpful tool for spreading your content and engaging with potential clients and referral sources, too many social media sharing buttons do more harm than good. They can slow load time, actually prevent sharing by presenting too many options, leading to confusion, or they may generate traffic but decrease actual engagement.

Graphic and visual elements are important, but only once you have determined the purpose for your site (and each page) and the most important content on the site. Then you can use visuals to enhance and draw attention to the important elements and content on the page.

If you need help incorporating visual elements into your marketing, contact me atAllison@LegalEaseConsulting.com or call 631-642-0221 to see how I can help.