The legal industry gets a lot of coverage in the marketing world, and for good reason.
Not only is it a highly competitive industry, but it is also one where business owners struggle the most to create great content.
Lawyers must meet Strict ethical and legal standards in their content marketing.
This includes setting reasonable expectations in ad copy, avoiding unrealistic claims, remaining discretionary with user information, and much more.
Content marketing remains essential for any law firm looking to increase traffic and leads online.
With that in mind, there are a few considerations that lawyers need to make when it comes to online content.
Why law firms need legal web content
According to the Legal Technology Resource Center ABA Legal Technology Survey 2020 Report Less than half of all law firms actually have a marketing budget.
This is surprising, as lawyers face a competitive landscape and almost need a marketing strategy to get ahead and stay ahead.
But building a strategy and producing great content doesn’t always come naturally.
Working with a reputable, legal content agency is one of the best ways to create content that is comprehensive, optimized, and easy to use.
For example, one of our clients started out as a small sole proprietorship law firm and, within two years, saw the company’s revenue grow 5x.
He hires three lawyers to keep up and increase his marketing budget.
Legal web content (that is, website content for the legal industry) is critical to law firms looking to increase their online presence, traffic, and leads.
Here’s why law firms need content marketing, plus some tips on doing it right.
[Ebook:] A guide to content marketing for law firms
1. Legal content marketing improves your SEO
Every website needs content.
From the content on your service pages to the articles on your blog, legal web content tells potential clients what your company is about.
Not only that, but your content also tells search engines what your business is all about.
Content is important for SEO because it provides context to search engines regarding what your law firm offers, where it is located, who it serves, and more.
This is important when ranking high in search and reaching users who are actively searching for services like yours.
SEO optimized web content helps you target the keywords users are searching for to find legal services in their area.
So, along with effectively describing your company’s values and experience, your content can attract more users to your site.
Creating a website for an SEO-friendly law firm includes content, keyword research, local SEO, and web development and design.
2. Law firm web content can attract backlinks
While your SEO content drives organic traffic, it may also attract authority-boosting backlinks to your website.
These backlinks happen when other websites like your content and choose to link to you.
Backlinks provide strong signals to Google that your law firm is reputable and provides valuable content to users.
So, other than focusing on SEO, write content that your audience will love to read.
At the same time, backlinks can drive referral traffic to your website from websites linked to you.
Therefore, it is important to create your own web and blog content and attract links from other businesses and blogs in your industry.
3. Great web content drives social shares and traffic
the Content Marketing Institute is a stalwart of creating content that serves multiple purposes.
Your blog content may drive more traffic and social shares.
For example, adding “social proof” like customer reviews and testimonials to your content can encourage customers to share your content with their wider network.
Experimenting with other types of content such as video and infographics may also have mass appeal.
Don’t be afraid to be creative.
Legal content doesn’t have to be stifling; There are many interesting topics that people will be interested in reading if you can give it a unique feel.
Use this to your advantage to drive social shares and traffic to your website.
[Discover:] More law firm content marketing best practices
4. Conversion-optimized content converts traffic into leads
Conversion rate optimization (CRO) is the practice of optimizing content, website, or marketing campaigns to convert users into subscribers, leads, or statuses.
A CRO is essential for your content marketing to ensure that you get traffic and convert that traffic into leads for your legal firm.
The basics of CRO include adding compelling calls to action (such as “sign up here” or “contact us”) on pages and posts throughout your website.
This gives users multiple opportunities to take action instead of immediately opting out of your website.
Other factors affecting CRO are website speed, navigation, contact forms, and personalization.
There are many ways to customize your content to increase site conversions.
5. Informational content increases your website’s authority and reach
Who and what you know often plays a major role in your firm’s reputation in the legal industry.
Client reviews, referrals, networking, and speaking with guests can improve your law firm’s authority and reach.
Your content marketing can also serve these purposes.
By posting informational content on your website, you are showcasing your legal expertise and building trust with your audience.
And by guest posting and interviewing on other websites, you can earn backlinks, referral traffic, speaking opportunities, and more.
Clients want to work with attorneys who have a proven track record of success and who have solid experience in their field.
Posting great legal content is one way to build that trust and earn respect from other industry professionals.
[Download:] The Complete Guide to Content Marketing for Law Firms
Overhaul your law firm’s content strategy
If you’re like most lawyers who don’t have a marketing budget, you know that content creation is one of the best and most affordable ways to market your firm.
It takes legal knowledge, creativity, and the ability to write with your audience in mind.
Of course, basic knowledge of SEO and content marketing principles can help you get better results from your content.
Over time, your content will generate revenue for your company in terms of traffic, leads, social shares, and more.
More resources:
- How to Create an SEO Law Firm Blogging Strategy
- 8 Critical Components of an Optimized Law Firm Website
- Law Firm SEO: The Complete Guide
Featured image: Flamingo Images / Shutterstock
