Do you know how your potential clients perceive your law firm’s case results?
Many times, we see law firm case results that state the result without providing valuable, additional context. That additional information brings the case result to life and helps potential clients understand what went into that victory, verdict amount, or not guilty verdict.
Here’s what you need to know about writing case results that inspire your potential clients to contact your law firm.
Your law firm’s case results should have a story arc.
Story arcs make for compelling content — giving your case results a story arc can bring it to life.
A story arc is a structure that we all know well, and it helps a potential client put themselves in the shoes of the person who is the subject of the result.
For example, let’s say that a personal injury attorney wants to write a case result about an auto accident which badly hurt your client. Maybe she was driving her children home from school when a negligent driver seriously injured them.
Set up the story. What was at stake? Consider including things such as how/where the injury occurred, and how the injury affected your client physically and emotionally. These details provide emotional depth to the story.
Was your client frustrated with the insurance company? With medical bills? Was she worried about her health and her family’s health? By describing these elements, your client’s situation becomes relatable to others who read the case result.
In this real example, here’s how the attorney author of this case result begins a story about a young man whose serious condition is misdiagnosed by his doctor:
“C was a young man who came to our office with a problem. He’d had a slow growing lump on his knee for several years. C had done the right things; he’d been to multiple orthopedic physicians, and one in particular on multiple occasions. The recent doctor had performed some testing (of so C thought), and had determined that the mass was benign (non-cancerous). C was a composer, who was in graduate school and lived at home with his single mother. He was her only child.
Unfortunately the mass was not benign; it was a rare form of cancer known as a synovial sarcoma. And within a year from his last appointment with the orthopedic physician, C’s mass had grown significantly in size. When he came to see us he had just been told that he had cancer.”
In a case result story arc, you’ll want to lay out the facts of the case, the challenges that you and your client faced, and the details of the story, and finally, the result.
Your law firm’s case results should show what you did to earn the result.
The level of enthusiasm that you put into every case makes a big difference to potential clients who read your case results. Before a potential client thinks about the value of your accomplishments, they’re asking themselves: “Does this attorney care about his/her clients? Will he/she care about me?” They’ll want to know how devoted you are to your practice, to their problem, and them.
Your law firm’s case results should generally have a client protagonist.
The importance of client-focused law firm website content isn’t limited to evergreen pages and blog posts. You’ll want to keep a client focus in your case results, too.
Your potential clients visit your website because they’re thinking about themselves and what you can do for them. By having a story protagonist that is the client — rather than your law firm or you — you continue the client-centric focus of your website content. Your case results then become important points of proof for your potential clients that you care about them and their problem.
Your law firm’s case results should show the odds you overcame.
Conflict is the essence of most good stories. Part of good storytelling in a case result is explaining the odds that you (and your client) overcame to get the result, and how you fought for the client.
For example, in this real case result about a slip and fall victim injured at a historic bed and breakfast, a law firm writes:
“One of the challenges in the case was that the insurance company immediately hired an engineer that conducted an inspection and came to the conclusion that because the building was built in the late 1700s, it was grandfathered into existing building codes and that the design of the stairs was consistent with customary construction techniques that prevailed at the time.
Through discovery and investigation, [we] discovered that the use of the building had been changed from a single-family residence to a commercial use after the enactment of the building code and that substantial renovations had been done to the building and the staircase at issue. [We] then hired a construction engineer to inspect the staircase and evaluate whether it was constructed in accordance with the applicable commercial building codes and generally accepted engineering principals.
That analysis revealed several building code violations, which [we] argued contributed to causing the accident. Essentially, modern building codes prohibit the triangular stair depicted above in commercial buildings because staircase users will be less familiar with the staircase and are far more likely to have a misstep on them than a homeowner would be.”
In another real example about a defendant burned by his foreign-manufactured barbecue grill, a personal injury attorney writes:
“The grill manufacturer did not think [I] would fly to China to discover the pertinent facts and prosecute the case for my client. I flew to China and deposed their CEO, and within weeks of flying back to America the case settled most favorably for a confidential amount.”
Your law firm’s case results should show that justice was done, order was restored, or loss was prevented.
The outcome of your case result is much more compelling when you provide the facts, the challenges, and the journey that you took to get the result.
But when you finally show the outcome, don’t focus on the legal outcome alone. Give the issue a client focus: how did that result impact your client’s life?
For example: Perhaps you won a trial that allowed your client to keep their driver’s license, which allowed them to keep their job. That job gave them the funds to send their children to college, or keep their house, or provide for their family.
The deeper you go, the more relatable it is to your potential clients.
Develop better case results for your law firm’s website
Engaging case results can go a long way toward providing your potential clients with the proof they need to contact your law firm. To learn more about developing compelling case results, watch our Case Results Clinic or see: “How To Leverage Both High-End and Low-End Case Results To Drive More Business To Your Law Firm.”