Benefits of law infographicsDoes your law firm use infographics to reach out to clients? Used in the right way, these visual representations of information can be a huge asset, helping to reassure existing clients and persuade potential ones. But watch out: using infographics in the wrong way can impact on your search engine ratings.

What does a legal infographic look like?

An infographic can be used to present almost any kind of information in an accessible and appealing way. For example, many infographics use flow charts or bar graphs to make sense of dates and numbers. Legal information can be presented in this way too.

You might think this process would involve dumbing down, but this is not necessarily true. Clients looking at your website want reassurance that you can help them through the tangle of the law. An infographic mimics what you do for clients, setting out complex detail in a clear and authoritative way. Clients will not expect the infographic to be exhaustive, just to set out a general picture.

Why infographic blog posts work for your clients

Shockingly, readers of your blog may not be faithful to you alone. Chances are, they are visiting the blogs of your competitors too. How can you make your content stand out? Infographics deliver user-friendly information in a way that takes ten seconds rather than ten minutes to process. Clients will reward you for giving them more information in less time.

Your clients probably also view your blog with constraints on time and their viewing medium. It might be a corporate manager scrolling through tax advisory firms in a spare five minutes before a meeting, or a couple looking for a conveyancer on their tablet. Infographics make a bigger impact because they catch the eye.

Example of an infographic blog posts

Are you struggling to imagine your content expressed through infographics? Take something as basic as initial client procedures. Most firms will have a phased system: clients send in documents, you review and give initial advice, they choose from the available options and financing routes.

This may all seem obvious, but setting out the steps visually and emphasising that clients can seek advice without committing to pursuing a claim could help increase conversion rates. Legal firms often seem daunting to clients; being as clear as you can, particularly about your fee structures, will make you seem more approachable.

Don’t forget to talk to Google

When using infographics, make sure you take care of your search engine rating. Google won’t know the content of your infographic unless you use alt text (a standard field when uploading images to a blog). Introduction and conclusion paragraphs can also give search engines important information about the content of your post, while adding meta data can substantially increase your traffic.

On the other hand, infographics can increase your reach through search engines. They can be shared on social media and accessed through image searches, boosting the number of views and places where the content can be seen. Just remember to include a copyright notice in your infographic, whether you use an in-house designer or an online automated infographic generator.

Ben Hollom

September 2, 2015