Twenty years ago, the yellow pages, television, billboards, and direct mail were the primary means of advertising for lawyers. But with more people searching for legal information online than ever before, law firms seeking to maximize their reach cannot rely on these channels alone. So, how can attorneys differentiate themselves from the competition and ultimately attract more of their best cases? According to our experience, it is comprehensive, persuasive, and strategic law firm content marketing.
Content marketing refers to the process of creating and distributing content for the purpose of attracting prospective customers. Traditional advertising focuses on selling, whereas content marketing provides relevant information to build brand authority and recognition.
The objective is to create content that focuses on the client’s needs, whether by answering a question or guiding the client through the various aspects of their claim or lawsuit. Content marketing for law firms should ultimately establish credibility with prospective clients by attracting them to your brand.
At first glance, content marketing for law firms might appear to be an insignificant form of advertising. Nonetheless, statistics indicate otherwise. According to the Content Marketing Institute, businesses that utilize content marketing have six times the average conversion rate of those that do not. Customers prefer to feel connected to a business prior to acquiring its services. This is especially true for legal services, as client issues are frequently stressful and life altering.
Therefore, content marketing accomplishes something that paid search and advertisements alone cannot: it fosters a profound trust between your practice and potential clients. This connection through targeted, valuable content is what brings in quality leads.
When a potential customer searches for an answer to a question, they will likely use a search engine such as Google. Additionally, they are likely to click the first link they encounter. How do you get your business to the top of search engine results? This method is known as SEO or Search Engine Optimization.
SEO is likely the most elusive component of content marketing. Search engines frequently update their algorithms, altering their evaluation criteria for content relevance. There are, however, a few fundamental principles that will help your website and associated content rank higher in search engines.
If done correctly, using keywords in content, creating unified business listings, and generating reviews all improve search ranking.
Once the potential client clicks on your content, they will seek an answer to their question immediately. For instance, if someone searches “California statute of limitations for car accidents,” your content should provide the answer.
However, it is also an opportunity to highlight your firm’s unique qualifications, such as board certification, years of experience, ratings, results, or testimonials. While these should not detract from the topic of your content, they are often effective in convincing the client to schedule a consultation.
This conversion is most likely to occur when the reader discovers your company through an organic search instead of a paid advertisement. In addition, organic search leads are typically much higher quality than paid leads.
When it comes to marketing a law firm, quality trumps quantity. To establish an authoritative online presence, it is essential to produce informative, transparent content. This impacts your company’s reputation with clients and your search ranking.
Search engines such as Google and Bing analyze specific data points to determine the quality of content compared to content from comparable sources. In many instances, these additional sources are rival law firms. Given that this evaluation is based on the potential client’s search intent, your content should be:
If you reference statistics or laws, provide links to credible sources. This contributes to the authority and credibility of your law firm.
Avoid irrelevant or general content topics, i.e. Car Accident Claims vs. How to File a Car Accident Claim in California.
Your content should be edited and proofread for spelling, grammar, and readability. Try to limit sentences to fewer than 20 words and divide content into headings and subheadings.
By combining these strategies, you can generate relevant website traffic and convert it into high-quality leads. That’s the power of targeted, useful content.
Remember that content marketing is a long-term investment if you consider incorporating it into your overall strategy. Any organization that guarantees immediate results is dishonest. Building a strong brand that ranks highly on search engines requires patience and perseverance.
Without a robust content library to support your website, it is unlikely that you will receive quality leads that convert to loyal customers. By consistently curating high-quality content, you will establish your company as a reliable resource in your community and attract more clients. At Simulas, we can help you with a robust law firm content marketing strategy. Contact us today at (408) 715-3635 to learn more.