If you think your law firm can win clients over online without an effective content strategy, think again. Original and thought leadership content is crucial for earning trust on the Internet, particularly for a knowledge-based industry like legal practice.
If you don’t share information online, how else will your law firm set itself apart as a reputable organization using minimal financial and labor costs? It might take years before the firm wins a big enough case. However, when you share or distribute SEO friendly and accurate information via appropriate channels like email and social media platforms such as LinkedIn and Twitter, you start earning public trust and help your business grow. Whichever approach you adopt, to cut through the clutter, you have to focus all your attention on relevant and niche-specific content.
A successful content strategy can therefore advance the quality of your law firm’s search engine ranking and ultimately increase your visibility on the Internet. With better rankings and visibility comes greater reach and odds of finding leads that convert.
So how can you write, promote, and track effective content for your law firm? Here are a few tips you can follow.
Step 1: Determining your Client Personas
Without proper targeting, SEO friendly content can still be inefficient in generating sales leads that convert. Fulfill your target audience’s content expectations using an ideal brand tone of voice and they’ll keep coming back for more insights.
Step 2: Focusing on Distribution Efforts
Find out where your potential clients spend most of their time when surfing the web, then make sure they’ll be able to see you consistently over time. Keep in mind that dominating a single channel or two is much more efficient than being everywhere all the time.
Step 3: Encouraging Engagement
Audience engagement is key to maximizing returns on investment. Using interviews and thought-provoking content, you can spur up conversations with potential clients and close deals online.
Step 4: Determining Content Preferences
The previous steps are designed to lead you here, so you should have some useful intel before you get to this phase. If they are visually-oriented, will you promote YouTube videos to arouse curiosity? Failure to accomplish this stage right will have you generating content that does not speak to your core consumer segment. No pressure.
Content Types In Which to Invest
1. Blog Posts:
When law firms publish high-value, accurate information on their sites consistently, they end up experiencing a surge in user traffic. Blog posts are a tried and proven means of maintaining authority in the legal sector through communication. Choose relevant keywords that represent the firm’s content goals and company values.
2. Location Pages:
These are useful tools for targeting specific cities or regions. Location pages are especially crucial to law firms seeking to explore foreign markets, but they can also help you fulfill your brand storytelling back at home. Your firm won’t have to focus on everyone, only the key geographical areas are necessary.
Imagine what you would do if you needed a lawyer. Would you want to travel all the way to Timbuktu? Or would you prefer a much shorter distance? As long as your business model allows you to provide your potential clients a high-quality consumer experience, regardless of distance, you can target customers from even 20 miles away from your headquarters.
3. Video and Audio Content:
Even though words can be alluring, human beings—evolutionarily speaking—are predominantly visual creatures. Most of us also respond well to verbal cues, which explains why podcasts are so popular now. If your colleagues could record themselves sharing their experiences in court, they would help increase your law firm’s organic rankings.
You can talk about personal injury or bankruptcy cases to convince people who happen to be in similar situations to reach out for legal assistance.
The Promotion Process
1. Email Broadcasts
Email marketing strategies have substantially higher click-through rates than any typical social media post. So harness its powers to alert core target segments every time you publish new content.
2. Social Media Community
Do not just send alerts via email, most of your potential customers are also active social media users. LinkedIn, Twitter, and Facebook are crowded by prospective clients and organic traffic.
3. Inorganic Traffic
Once in a while, you will need to pay for distribution. But not always. Too many commercials and you might have to increase your retainer to make ends meet; very few social media ads and only one or two people will know you exist.
4. Collaboration with Third Parties
You can write a blog post for an insurance firm and provide a link to your website. Collaboration with third parties is especially beneficial for startups because it enables them to benefit from the former’s existing contacts or networks.
5. Analytics and Conversion Rate Optimization
Some law firms focus too much on web traffic at the expense of conversion rates or the proportion of users that help the company fulfill its preset objectives. By determining how your potential clients got to find out about your law firm, you determine which sales funnels to pay the most attention to for optimal ROIs.
Also, when you collaborate with third parties, you are likely to experience a surge in the population of referral visitors—which is good for your business.
Analyze the browsing history of new users because you want to impress potential customers the first time they encounter you. Statistics from apps like Google Analytics can be informative to law firms.
Other metrics to look out for are engagements per visit, ROI per visit, and return user conversion rates. Which pages are they visiting on your platform, and how long do they stay there? Which backlinks do they click? And what keywords helped them locate your website?
Gathering this information and using the knowledge effectively could have a compounding effect on returns from digital marketing content investments.
Bringing it all together;
Just like you, there are myriad other law firms online looking for clients, so you need a compelling content strategy to cut through the noise.
Get to know your potential clients better or you won’t be able to speak their language. Do not try to be everywhere at the same time; pay close attention to specific platforms.
By assessing user behavior and engagement metrics on your platform, you can reduce the amount of money you’ll have to spend on conversion.
You can also hire premium freelance talents with legal backgrounds from Ureed.com’s vast network of talents for blog writing and content marketing services at your earliest convenience.
