The legal industry enjoys wide coverage in the marketing world, and for good reason.
It’s not only a highly competitive industry, but also one where business owners struggle the most to create quality content.
Lawyers must meet strict ethical and legal standards in their content marketing.
These include setting reasonable expectations in advertising content, avoiding unrealistic claims, remaining discretionary with user information, and more.
Still, content marketing is essential for any law firm looking to generate more traffic and leads online.
And with that in mind, there are a few considerations lawyers should take into account when it comes to online content.
Why Law Firms Need Legal Web Content
According to Legal Technology Resource Center ABA 2020 Legal Technology Survey Report, less than half of all law firms actually have a marketing budget.
This is quite surprising, as lawyers face a competitive landscape and almost need a marketing strategy to get and stay ahead of the curve.
But developing a strategy and producing quality content is not always easy.
Working with a reputable legal content agency is one of the best ways to create comprehensive, optimized, and user-friendly content.
One of our clients, for example, started as a small solo law firm and in two years the firm’s turnover increased 5 times.
He hired three lawyers to follow and increased his marketing budget.
Legal web content (i.e. website content for the legal industry) is crucial for law firms looking to grow their online presence, traffic and leads.
Here’s why law firms need content marketing, plus some tips for doing it right.
1. Legal Content Marketing Improves SEO
Every website needs content.
From the content on your service pages to your blog posts, your legal web content tells potential clients what your business 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, its location, who it serves, and more.
This is important when you rank high in search and reach users who are actively searching for services like yours.
Search engine optimized web content helps you target the keywords users search for to find legal services in their area.
So, in addition to effectively portraying your company’s values and experience, your content can actively drive more users to your site.
Creating an SEO-friendly law firm website includes content, keyword research, local SEO, and web development and design.
2. Law Firm Web Content Can Attract Backlinks
While your SEO content works to drive organic traffic, it can also attract authority-building 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 offers valuable content to users.
So beyond 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 that refer to you.
So it helps to create web and blog content specific to your niche and attract links from other businesses and blogs in your industry.
3. Great Web Content Drives Shares and Social Media Traffic
the Content Marketing Institute is a strong proponent of creating content that serves multiple purposes.
Your blog content can drive organic traffic and social shares.
For example, adding “social proof” such as customer reviews and testimonials to your content can encourage customers to share your content with their wider network.
Experimenting with other types of content like video and infographics can also have mass appeal.
Don’t be afraid to get creative.
Legal content doesn’t have to be stuffy; there are a lot of interesting topics that people would love to read if you can give them a unique twist.
Use it to your advantage to drive social shares and traffic to your website.
4. Conversion-optimized content turns traffic into leads
Conversion rate optimization (CRO) is the process of optimizing your content, website, or marketing campaigns to convert users into subscribers, leads, or cases.
CRO is essential to your content marketing to ensure you gain traffic and turn that traffic into leads for your law firm.
The basics of CRO include adding compelling calls to action (like “Subscribe here” or “Contact us”) on your website pages and posts.
This gives users multiple chances to take action rather than immediately leaving your website.
Other factors influencing CRO are website speed, navigation, contact forms, and personalization.
There are many ways to personalize your content to increase onsite conversions.
5. Informative content increases your website’s authority and reach
The people you know and what you know often play a major role in your firm’s reputation in the legal industry.
Client reviews, referrals, networking, and speakers can all improve your law firm’s authority and reach.
Your content marketing can also serve these purposes.
By posting informative content on your website, you showcase your legal expertise and build trust with your audience.
And by posting and interviewing guests on other websites, you can earn backlinks, referral traffic, speaking opportunities, and more.
Clients want to work with lawyers who have a proven track record and are well established in their industry.
Publishing quality legal content is a way to nurture that trust and earn the respect of other professionals in the industry.
Revise your law firm’s content strategy
If you’re like most lawyers who don’t have a marketing budget, you know that creating content is one of the best and most affordable ways to market your firm.
It takes legal savvy, creativity, and the ability to write with your audience in mind.
Of course, a basic knowledge of SEO and content marketing principles can help drive better results from your content.
Over time, your content will pay dividends for your business in terms of traffic, leads, social shares, and more.
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