Good quality content will attract more business and can even encourage existing clients to spend more money on your services.
Content has never been more important when it comes to the online presence of a law firm, and at the heart of any good marketing plan there should be in-depth, authoritative and valuable content.
Put simply, content attracts business by demonstrating knowledge, expertise and experience in your industry. There are also huge benefits when it comes to search engine optimization (SEO) and your social media marketing strategy.
And because of this your content should align as closely as possible with your law firm’s goals, what it is you want to achieve, who you want to connect with, where you want to take them.
That’s why having an effective content marketing strategy is key as your content should be informed by your expertise and experience as too many law firms write about what the law is rather than what they can do to help potential clients.
So here’s a look at some of the key elements all good quality content should have, why it is so important and how it can benefit your law firm’s website.
Does it reach out?
Content should be written with the intention of reaching out to an audience. Either your existing client base, or those who you wish to attract that could become clients a little further down the line.
And remember, Google rewards in-depth, authoritative content, so this shouldn’t just be an endless list of bulleted points listing services. It needs to be informative unique, keyword rich and search-engine-optimized content which also promotes your services and shouts from the rooftops telling everyone just what you can do.
Is it relevant?
Your content should deal with things that are relevant to your business. It could be a change in the law, it might even be a judgment being delivered, legislation being passed and so on. That’s why your content needs to be fresh and relevant where possible.
Obviously this can’t be the case at all times as many things in the law industry don’t change over-night. But well targeted and appropriate blog posts (like this one!) can be a great way to engage with your audience as well as adding fresh and authoritative content to your site, with all the SEO benefits that can bring.
Does it offer authority?
By including authoritative and knowledgeable content, this will add to the general reputation of, not just your website, but your business too. This is because displaying a good understanding of legal matters and an in-depth knowledge of the industry will set you aside from your competitors. It’s also good for your search results as more-and-more people look for answers to complicated legal questions these days.
But you need to make sure that you aren’t just regurgitating tabloid headlines but are offering a genuine and unique legal perspective. And by calling upon the experience of your partners and using what you have learned from previous experiences you shouldn’t have a problem demonstrating that you are the fountain of knowledge that people are looking for.
Is it optimized?
Success in social media and organic search is only possible by using fully optimized content. This is because by understanding exactly what your customers want to know and deliberately producing optimized content based on keyword phrases that are driving organic search traffic and conversions, you are more likely to rank higher when it comes to organic searches.
Because of this, website content optimization involves more than just inserting a specific keyword a certain number of times per page, it is all about providing well-written, organized, useful, relevant, social-ready content for website users while focussing on the right elements to maximize results.