11 Elements of a Successful eBook for Your Law Firm | Good2bSocial media

[Author: Noreen Fishman]

With the growing 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 part of a robust content marketing strategy. They allow law firms to position themselves as thought leaders by sharing their expertise while gathering useful information from leads such as their email addresses.

However, too often marketers don’t create ebooks because they don’t know where to start. How to create an effective ebook for a law firm? Here are 11 elements of a successful ebook promoting your law firm.

The Elements of a Law Firm eBook

1. A descriptive and interesting title

Choosing the right title is crucial because it is what is most likely to convince people to download and read your law firm’s ebook. Especially when it comes to content shared on social media, the headline is what piques someone’s interest. Your title should grab attention and clearly state what your ebook is about. What will the reader gain by reading this content? Demonstrate value concisely and persuasively.

2. Great visuals for the covercover

People judge books by their covers. They should be visually appealing and in line with your brand guidelines and other creative elements. Highlight the title and make it easy to read, and include colors or themes that are present in your marketing. It’s a good idea to present an image that grabs attention but isn’t too busy. Finally, if you’re producing multiple ebooks, follow a single formula with your graphics so they’re consistent and easily recognizable as part of your brand.

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

You may have different client personas based on demographics or legal challenges. If part of your strategy is to target people with personalized content, you’ll need a way to categorize the material. Let your readers know which articles interest 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 link ebooks so that people become familiar with the way you organize content.

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

4. An introduction by the author

Readers are usually interested in book author credentials, so make it easy for them. An “About the Author” page can be useful, especially if your team has different authors who write about different topics. You should include a brief biography of the author detailing their expertise, a headshot photo, and a way to connect with them, such as their social media information.

5. Table of Contents

It is a basic element for any long written document, whether printed or digital. It is important to give readers an idea of ​​the content of the book and its organization. It is also useful to find and reference specific information later. Make it as user-friendly as possible by using a program like InDesign where you can hyperlink to chapters/sections, creating a kind of interactive table of contents and allowing readers to jump to a certain section of the ebook when they click the related link in the table of contents.

Table of Contents

6. New Chapter Pages

Readers find it helpful to see clearly distinguished book sections and chapters. People like to have a visual indication of their progress in a book, and again, the individual chapter pages make it easy to find information later. You can use individual chapter pages to display the chapter title and also highlight some of the more important points that will be there.

7. Social Sharing Components

Social sharing buttons are important in all marketing materials, but especially in digital content. The landing page where you access your law firm’s eBook is a good place for these buttons, but remember that people may not be ready to share until they’ve read the material. It’s a good idea to put the buttons on a few pages throughout the book and on the last pages, so people can share the ebook while they’re reading or afterwards. Some marketers even add a small footer on each page that includes contact information and social sharing buttons.

8. Visuals to split copylaw firm ebook

Large blocks of text can be cumbersome and intimidating to read. Visuals not only add to the page and make things more interesting, but they can also emphasize your most important points. Everything from headings and bold text to screenshots, graphics and images can and should be included throughout the book. Often, visuals can help you explain more complex concepts.

9. Service Calls

Ebooks tend to be more effective at generating upper-funnel leads. To do this, you must include truly valuable and educational information – not just a sales pitch. That being said, you should still take the opportunity to mention your legal services, if any. This is especially true if people are in the awareness stage of the client lifecycle and are just learning about the various legal services. Linking the information in the e-book to how your business helps address these challenges is a subtle yet impactful way to promote your services.

10. The ability to read on mobile or print

Chances are your law firm’s ebook will be in pdf or another easy-to-download format. Some of these people will read everything on their tablet or device, and some will want to print the e-book or even give it to other people. For this reason, it’s important to make sure everything you create works well (and looks great) on mobile. At the same time, consider the layout of the ebook and make sure it still looks the way you want when 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 critical elements is a final CTA. Once someone has finished the e-book, what do you want them to do? Either way, tell them. For example, if the content is aimed at people in the awareness phase, you can encourage them to move on to an intermediate stage. This may include reviewing some case studies or downloading a template for specific tasks. Either way, make sure it’s crystal clear.

law firm ebook


If you’re creating your first law firm eBook, use this guide as a checklist for the things most likely to make it a success. If you’re building a stable of ebooks, be sure to keep them cohesive and brand-consistent – and be sure to review all of your material to look for these components.

About Marjorie C. Hudson

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