Producing great legal content has been a game-changer for law firms. The Internet has created a place for advertising where space and visibility are virtually unlimited, so law firms must now direct their focus on catching the attention of their potential clients. Content is always a great way to do just that.
While lawyers regularly write documents, memos, and briefs and are familiar with writing content in the legal sphere, the marketing viewpoint for a law firm website requires a different skill set. In this article, we explore different ways of how you can produce high-quality legal content to generate and convert more client leads.
Why is law firm website content important in legal marketing?
Great law firm website content is important to attract prospective clients — individuals and businesses alike — to your firm. People will be naturally drawn to your website if it brings value to them and addresses their legal concerns. This means the content you write must stand out from the rest.
When creating content, your focus should be on:
- Establishing your law firm as an authority in your practice areas;
- Increasing your firm’s website traffic and client inquiries using SEO;
- Differentiating your firm from the rest of your competitors; and
- Helping your law firm educate and connect to your audience better.
In the legal industry where people struggle to understand the legal jargon, there is a need for better understanding and education compared to the regular consumer products we see everywhere.
Sustaining injuries from work or a car accident, finalizing your divorce, or finding a surrogate — these are some of the problems we struggle to solve by ourselves and would require expert guidance on. If your law firm can create and promote valuable content surrounding these topics – and do it well – you are on your way to capturing the kind of leads that make a law firm more successful.
How to write great content for your law firm website
To get started on dramatically improving your content production, make sure your law firm website design and content are meeting your target audience’s needs and yours.
Here are some points you should consider when planning your law firm website content:
- Define your target audience.
The first step to writing great content is to make sure your content is as targeted as possible and perfectly caters to the audience you’re writing for. It’s difficult to create effective content without identifying who your target audience is. The more you understand who you’re writing content for, the more you’ll have a much better sense of what type of content to produce.
- Avoid using overly technical knowledge.
When writing content, it’s crucial to remember that you are not writing for legal professionals. If your law firm website is filled with long-winded, highly technical subject matters, your readers will not be able to retain or understand your content and will find another website to seek advice.If you notice your website’s bounce rate is high, you need to optimize your content to evaluate the complexity of your content. You can avoid this by using tools online to determine your readability score and asking non-lawyers to review your website content and analyze its clarity and readability.
- Optimize your website.
While law firms can make use of other digital marketing strategies like paid ads, SEO content writing remains one of the most effective strategies for law firm marketing. This means your website and content should stick to the search engine optimization (SEO) practices. A few basic SEO practices you can apply to your law firm website include:
- Remove any broken or outdated links
- Avoid duplicate title tags or meta descriptions
- Optimize your website for mobile and speed
- Research your keywords.
For your law firm website to appear in search engine results pages (SERPs), make sure to include keywords your prospective clients are most likely to type when looking for your services. Many tools online are available for keyword research and they can help you leverage your law firm’s strengths to dominate search engines.
- Examine your competition.
Aside from keyword research, analyzing how your competitors’ content is performing is a good benchmark when creating your own content. For basic competitive analysis, you can follow these steps:
- Enter your keywords into Google Search and review the competing firms that appear on page 1.
- Click through the results and observe the structure of the page — the headings, media, content length, etc.
- Measure business and traffic results.
Not every content is going to be a home run. What’s important in your law firm marketing is knowing what works and how to improve upon it. Stay organized and build a spreadsheet where you can track your content and publication dates, as well as data from Google Analytics (or other web analytics software). You will eventually notice the trends and patterns separating the winning content from the rest and will ultimately allow you to improve your legal content writing over time.
What types of content to create Blog Posts
- Blogging is proven to gain traction and bring in more traffic to your website. The keywords for your blog content must be chosen deliberately and always steer back up to your website’s top-level pages, which would be the law firm’s main legal service pages.
- Local Pages
Firms may also benefit from creating location pages that target particular states, cities, or other geographical areas.
- Podcasts/Audio Content
While the written word is a highly effective SEO tool, don’t forget the power of audio.
Podcasts are hot and trendy right now. Creating podcasts based on your law firm’s existing written content can be a powerful move for your organic rankings. Podcasts are relatively easy to produce and your law firm’s attorneys can get on-air and discuss in detail different legal subjects.
- Videos/Visual Content – Likewise, videos are also a phenomenal tool you can use in your law firm web design to cover the same information as a written piece while also providing your audience with an interesting visual experience, so they can understand an idea more fully.