April 23, 2020
How to Build Client Personas for Your Legal Marketing Content

While client research lays the foundation for effective content marketing by establishing your law firm’s target audience, building client personas takes it to the next level. A target audience includes a variety of different people with various backgrounds, especially for law firms. People of all ages, genders and professions are in the market for legal representation. This is where client personas come into play. They allow your firm to create personalized content specifically for the 25-year-old teacher, 65-year-old retiree and everyone in between. 

What is a Client Persona?

A client persona is a model, created by your firm, that depicts someone within your target audiences. While it may start from a group such as 25-40 year-old males, the goal is to take it much further. You’re essentially creating a character, much like the popular video game series The Sims, with its own interests and behaviors. With each new trait, this character becomes more and more defined until it represents one person.

By focusing on this one specific person, your firm can produce content that finds them where they are and fits their needs. This is a practice that should be done more than one time to develop personas that fit within each of your target audiences. After all, people will respond to and engage with content in different ways and you want to reach as many of your prospective clients as possible. 

How to Create Client Personas

In order to create personas that accurately represent your firm’s client base, you must start with what you know. By studying your analytics, marketing automation and CRM, or customer relationship marketing, you will discover trends that reveal how your current clients found you, consumed your content and hired your firm. This gives you a starting point before you begin asking additional questions to create that defined, singular persona. 

The attorneys at your firm play a vital role in creating client personas. They are the face of your firm and the people who interact with clients the most. Their insight about your current clients and how you serve them will give you an even better understanding of their demographics and other characteristics. You can even take it a step further by asking your clients directly about why they chose to do business with you and what they like best about working with your firm.

Questions to Ask When Creating Client Personas

After you have established the base for your firm’s client personas, it’s time to start getting specific. There’s no shortage of questions that you can ask when creating these profiles, but be sure to include relevant information about their demographics, background, career, personal life, purchase habits, financial status, personality and goals. The more information you can provide, the easier it will be to create content marketing strategies that effectively reach your target audience. 

  • Demographics – Name, age, gender, city, education 
  • Background – Birthplace, relationship with parents, number of siblings
  • Career – Industry, title, job responsibilities, salary range, company size, challenges 
  • Personal life – Relationship status, number of children, housing situation, religion, political beliefs 
  • Purchase habits – How they use Google, social media platforms they use, how they make payments online, describe a recent purchase 
  • Financial status – Net worth, debt, spending habits
  • Personality – Introvert or extrovert, optimist or pessimist, risk taker or risk averse, planner or go with the flow 
  • Goals – Career objectives, life objectives, bucket list

With the addition of each attribute, you get closer and closer to building a client persona that can boost your firm’s content marketing efforts. Starting from the group of 25-40 year-old males, you’ll end up with “Mike,” a 31 year-old father of two that works as a car salesman making $60,000 a year, votes Republican and spends a lot of time on Facebook, allowing you to think of him as a person rather than just a list of information like the back of a baseball card. 

Templates and Tools to Use

By now, you’re probably realizing that this practice requires a lot of information and keeping all of it compiled and organized can be tricky on your own. Maybe you’re someone who can put it all in a spreadsheet and remain organized. Or, maybe you’re someone who loses track when you open a new tab on your browser (it happens to the best of us). Not to worry; there are a number of templates and tools available to assist your firm, such as Digital Marketer’s customer avatar worksheet, HubSpot’s buyer persona template and Marketo’s marketing persona cheat sheet

There’s no right or wrong answer when it comes to compiling all the necessary information to create your client personas. Like many other content marketing efforts, it’s a trial and error process to figure out the optimum solution. Try a few templates, determine what works best for your firm and you’ll be well on your way to building client profiles and reaching your target audience.


Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here.

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


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