When people have legal problems, research tells us that they turn to the Internet first to find answers. This simple fact is the compelling reason why one of the best lead generation strategies for lawyers is education marketing.

Most people with legal problems want to protect their privacy. No one is going to tell family and friends about their DUI unless they have to. People thinking about divorce want facts about how the process works in their state. Anyone with a criminal complaint probably wants to keep that under wraps as well. So the Internet becomes a safe place to get answers.

These potential clients are not necessarily looking to hire someone right away. They are still looking for information. And when they find content that speaks directly to their problem and provides answers they can understand, they are likely to jot down the source of that information.

If that attorney’s website has a free report or how-to guide that addresses their particular problem, they are likely to download it in exchange for providing their email address. Bam. A lead.

To create a lead-generating free report, follow these steps:

1. Identify your prospect’s point of pain. The best reports provide a solution to a problem, so you need to identify what problems are plaguing your prospects – i.e., their “point of pain” – and then provide them with a solution. Remember, clients may not care about legal precedents, but they are very likely to care about how to save money during a divorce.

2. Give some secrets away. You don’t have to give it all away, but entice your readers with a few secrets so they feel they have something of true value. Secrets are another way of demonstrating your experience and expertise, and that you know what you’re talking about.

3. Be brief. Your report should be 3-10 pages long and should start with a brief summary. Be sure to write it in layman’s language so the average person can understand it. Don’t miss the opportunity to share client quotes or real life results you’ve gained for your clients. And include a call to action to direct prospects to the next step in building your relationship.

4. Make it attractive. The layout should be easy to read with appropriate graphics and saved as a PDF file for easy download.

Once you create your free report, you can now use it to:

Generate leads quickly. Blogs are great lead-generators, but it takes time –usually around six months or so – to build a following.  A free report can help you generate leads more quickly.

Build your email marketing database. Offer your free report on your website and blog in exchange for prospects signing up for your e-newsletter.

Grow your social media following. Create a landing page for your free report and promote the link to it on your social media networks.

Education marketing is one of the most powerful tools at the disposal of lawyers. There is a vast amount of basic information you know that prospects want. And there are a number of tools available for you to disseminate this information to them — free reports, guides, articles, blogs, etc.

This kind of free educational information is a great tool you can use to start building relationships with many people who need your help but aren’t ready to walk in your door. It is not enough simply to offer people a free consultation since almost every lawyer does that. Take it one step further and give them some great information that will help them through the issues and challenges they are facing.