To enhance your law firm website’s visibility in search engines like Google, you must consistently create high-quality content. Writing and publishing web pages and blogs can be overwhelming, especially when managing heavy caseloads and keeping your law firm operational. Fortunately, there are strategies you can implement to make your content better.
Law Firm Website Content
It is important to remember that every web page on your website needs a specific purpose. Your content should drive potential clients to reach out to you to obtain more information on your legal services and how you can help with their situation. The two most important types of content to have on your website include blog posts and practice area pages.
Blog Posts
Blog posts keep your website relevant and attract visitors, particularly when posting interesting, evergreen content. To ensure your blog benefits your website, you need to implement a strategy. Start by researching to determine what types of questions potential site visitors may have. You will likely find that you need to cover frequently asked questions about specific practice areas, as well as updates on applicable law changes.
Remember, the blog should be informative. When you start to write a blog, the content needs to become the best source of information for that topic. If you use your blog for editorial outreach, you will want to refrain from focusing on a specific geographic region. If, however, you are looking to reach an audience in neighboring areas to your firm’s location, you can use geo-specific language.
Practice Area Pages
Site visitors checking out practice area pages are more likely to be looking for legal services. To write a quality practice area page, you need to focus on one area at a time and be as specific as possible. For example, instead of having a single personal injury page, built out individual pages for car accidents, medical malpractice, products liability, etc.
It is also essential for your practice area pages to encourage visitors to reach out to you. As such, you will want to include multiple calls to action. Those could include contact forms, chat windows, and general contact information.
In the event you are looking to reach new geographic locations with your content, you can develop practice area pages with those city names in the title. Doing so will give you a better chance at reaching those individuals who need representation.
How to Improve Your Law Firm Website’s Content
You need to develop a succinct strategy to improve your website’s content. Regardless of whether you are creating a new website or performing an overhaul, remember that you need an optimized website, a comprehensive understanding of your audience’s needs, and fresh, relevant content.
Consider Your Audience
It will be impossible to create compelling content without having a comprehensive understanding of your target audience. You need to know who you are creating content for, the types of content they want, and how you can produce that content.
If you struggle to determine your audience, start by creating law firm client personas. A persona identifies common attributes like age, race, education, gender, and financial status. You can use those attributes to learn more about potential clients and their problems.
When you have an idea of your ideal client, start thinking about the types of content they would benefit from the most. If you believe they need information fast, a video or infographic may be the way to go. If, however, they are looking for information on law changes that could impact a potential claim, consider writing a blog.
Optimize Your Website
Your focus may be on improving your website’s content, but even the best content will not get you very far if your website is not optimized. It is essential to understand the principles of search engine optimization (SEO). Your website should follow on-site and technical best practices outlined by SEO experts and search engines. You will regularly want to take action to avoid duplicate content, optimize the site for mobile users, and remove or fix broken links.
Post Blogs Regularly
While we have covered the importance of publishing blogs, we have not discussed the importance of a blog schedule. To get the most out of your blog, you need to establish a dedicated publishing schedule. No matter what that schedule looks like, you need to remain consistent. It is also essential to set up your social media to promote your pieces as they are published. This will ensure they get as much traction as possible.
Evaluate Your Competition
Law is an incredibly competitive market. Whether you establish your firm in a small town or a big city, you will be competing with other firms for clients. That is why it is crucial to analyze your competition’s SEO strategies regularly.
While conducting keyword research, take a look at what competing firms are doing. If you do not know where to start, Use Google Search to enter your keywords and note firms that appear on the first page. Click through the most relevant results and look at how long their content is, the types of headings they use, and whether they use media like images or videos.
Consult Digital Marketing Professionals
Attorneys do not always have the time to create website content. To ensure your legal content gets written, you have the option to write the content in-house, hire a freelance writer, or hire a content marketing agency.
Depending on the size and bandwidth of your firm, you may be able to transfer the responsibility of writing content around the firm. There is also the option of hiring a freelancer or content marketing agency.
Digital Marketing: Next Steps
If you want to improve your law firm website content, there are several strategies to consider. However, when running a law firm and representing clients in the courtroom, you will likely benefit most from outsourcing your content and marketing needs.
Consider hiring a content marketing agency if you are looking to boost your firm’s overall content strategy and marketing framework. A professional agency can not only help you build the right strategy for your firm, but it can also help you scale your website quickly if you are a reasonably new firm.
Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com.
