How This Content Turns Curious Clicks into Future Clients

In this episode, Marc Cerniglia reveals how gated content can quietly turn casual website visitors into qualified leads. If your law firm is giving away all its knowledge for free, you’re missing a huge opportunity to capture contact info and nurture relationships over time. Marc explains how simple downloadable resources, webinars, and lead magnets can fill your pipeline with potential clients who are already interested in what you do.

📌 Key Takeaways:

• What “gated content” really means for law firms
• How to attract leads who aren’t ready to hire today
• Why running ads for gated content can lower your cost per lead

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Chapters

• 0:00 Why Gated Content Matters
• 0:12 Defining Gated Vs Ungated
• 0:27 Examples: Downloads And Webinars
• 1:26 Nurture Leads With Follow Up
• 2:30 Promote And Advertise Gated Offers
• 3:14 Sponsor And CTA

Transcript

SPEAKER_01: 0:00

If you have a law firm and you're not utilizing gated content, you're missing out on leads. Okay, so let's talk about this. So, first of all, just to make sure everyone's on the same page, what do we mean by gated content? So, gated just means that you're going to require some level of information for someone to then access that content. So, for example, a blog would not be gated, right? Someone can go to your website, go write to your blog, and they can read it, and that's fine. But alternatively, if we have some sort of free resource, some sort of download, maybe it's a longer blog, you know, uh just something that maybe gives away some really good information, you know, our five best tips for what to do in this situation, whatever it might be. Um, and we make that a downloadable resource and we require, for example, an email address. Maybe we even require name and phone number. That's something to play with. But the point is for somebody to access that content, they have to give us some piece of contact information. Another one that is very, very common is webinars, right? For someone to actually register for your webinar, they have to give you their contact information, right? Otherwise, you could just put the link to the webinar right on the landing page and they could just save that link and show up when they wanted to, right? But no one does it that way for many reasons. But one of the main ones is because you actually want to get someone's contact information in exchange for the information that you're giving them. So if you do not have at least one or a few pieces of gated content, you're missing opportunities where people who maybe aren't necessarily ready to hire a lawyer today, but they're looking for more information in some capacity. And those people are willing to give their contact information in exchange for some good information in return. If you don't have anything like that, you are missing out on leads because there are people that are willing to give that information. Then you have their information, you have the ability to nurture them through your content marketing, email marketing, social media, things like that. But you also now have the ability to reach out to them, not necessarily solicit, right? But reach out to them, make contact. Hey, I saw you downloaded this resource, just want to know if you had any questions. Hopefully, it gave you the value you wanted. I'm your point of contact here. If you ever do need anything, or if you ever do want to schedule a consultation, let us know, right? Someone gave you that their contact information. That's a very reasonable email or phone call to make, right? So if you're not doing gated content, start today, put it on, put a one or two pieces on your website, promote that gated content through social media. And the real win, if you're willing to put a spend behind it, is running ads for your gated content. Because running ads for gated content will actually produce a lower cost per lead than running ads for consultations, like running ads for people that actually need a lawyer today, right? People that need a lawyer today are gonna be better leads, but you're also gonna pay more for them. If you run ads for some free gated information, you're actually gonna get more leads into your CRM and into your system. And then over time, you can nurture them and potentially get a better return.

SPEAKER_00: 3:14

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