Even the most creatively written attorney websites and blogs suffer from esoteric topics that are generally very limited in their audience. Sure, some improvements in writing style can assist in making strides towards broadening the audience or improving the conversion rate for perspective clients bouncing among your competitors’ site. Unfortunately, an investment is made on a long-term basis, I suspect that the most intensive efforts will yield only slightly modest results– if any.
It’s not that I’m a pessimist– only a realist who’s spent many late-night hours tightening up the writing on many blog posts only to discover that my intensive writing efforts went relatively unnoticed by colleagues, clients and search engines alike.
Ditching the Written Word? No!
Legal infographics are a powerful way to change that. By investing some time and effort (and seeking out the services of a quality graphic designer), I’ve found that my infographics bring life to many legal concepts that I’ve struggled to capture with the written word. A well-done and attention-grabbing infographic can go a long way towards bringing attention to a societal issue or abstract legal concept that people will not only read, but pass on to their friends. It can help you become recognized as the leading expert in your particular legal niche when clients and reporters see that you indeed have the goods when it comes to a topic that is written about by many– yet captured by insightful images by few.
Yes, from overall SEO profile of a website, a law infographic can also help your website get noticed in the search engines from both an on-site perspective (when search engines look at what’s on your site itself) and from the number of in-bound links as well.
Sound good? Here’s what you need to know about this medium for getting the word out about your law practice and firm.
What Are Legal Infographics?
An infographic is a visual explanation of a concept. Instead of using words to explain something, you use a combination of pictures and words. The entire graphic looks great and keeps people engaged as they’re consuming the information. Visual tools like bar charts, graphs, maps and other visual tools show data in an easy to understand manner.
Legal infographics can be used to convey complicated concepts in easy to understand, bite sized pieces. You can make the most cerebral legal concepts relatively easy to understand and appreciate by other attorneys and non-lawyers alike.
How to Create a Legal Infographic With Impact
Start by coming up with the core idea or topic. There are two main ways you can do this.
- The head on approach. Use topics like “55 Facts About Personal Injury Laws” or “What You Need to Know Before Suing your Employer.”
- Look for current events and current trends. Then create an infographic about that event and tie it into your practice. For example:
- An accident lawyer could create an infographic about Google’s self-driving vehicles. He could then tie it into accident rates and end with a promotion for their firm.
- A privacy lawyer could create an infographic about the TSA and what legal rights the TSA does and doesn’t have. This is often a hot topic on social media websites. At the end, the firm could include their contact information for people who’ve had their rights violated.
- A criminal defense attorney could create an infographic like “10 Most Unusual Criminal Cases in History.” Present crazy and shocking cases, then end with a promotion for the firm.
Once you have the main idea, do some research. Come up with all the facts, the figures, the examples and the legal clauses you want to present. This part of the process should not be outsourced, as most design firms won’t have the legal background to do this kind of research.
Once you have all the facts at hand, outsource the design. Infographic design requires a very unique skill set. Try to find a design firm that’s experienced in infographic creation (Yes, emphasis added. Do not try an unknown commodity.)
Always end your infographic with a “call to action.” Tell people who you work with and ask them to contact you if they have a relevant legal issue. Include your website, your email and your phone number. Make sure your call to action is small so the infographic doesn’t seem like an advertisement, while being large enough that anyone interested can easily find it.
That’s all there is to it! The saying “a picture is worth a thousand words” is especially apt here. Explaining legal concepts in words can be difficult. Put it in a picture instead, and people will not only pay attention, but share it and bring you more exposure and more customers.
- Make your graphics easy to share! Give readers a snippet or html code that can easily be cut and paste into their site
- Don’t forget to use citations. Found an interesting statistic or image– cite as you would in a written article
- Consider size. Width is a limiting factor on my sites, keep you graphic 600 pixels max.
- Don’t be shy about editing. Slick infographics are great, but don’t forget what your purpose is.
- Sweeten the sauce. Have a great infographic? Start getting the ball rolling by adding it to Pintrest or some of the other free and paid promotional sites here.
- In addition to local graphic designers, there are many experienced professionals available for a modest fee at sites like Elance. Give them a shot.
- Consider your audience: Stay away from concepts that have extremely narrow appeal. They may be fascinating to you, but you want to make this appealing to a broad audience.
Jonathan Rosenfeld is an attorney in Chicago and handles personal injury and medical malpractice cases.