Grow Your Practice With Professional Law Firm Content Marketing Services
Content marketing is one of the most effective ways for lawyers to reach more prospective clients online. When attorneys need to stand out amongst competing law firms to attract the best local cases, we recommend a strong law firm content marketing strategy. The benefits of investing in law firm SEO services and content marketing cannot be overstated.
What is Law Firm Content Marketing?
Legal content marketing helps law firms generate leads by providing helpful advice and useful content that’s relative to their target audience’s needs.
Law firms can distribute this online content via blogs or pages, newsletters, videos, and social media posts. This content can help attorneys capture their audience, highlight their best success stories, and in turn, grow their caseload quality and quantity.
Benefits of Content Marketing for Law Firms
Some of the best benefits for a sound content marketing strategy include:
These are just the standard benefits that your legal marketing efforts can bring. When you work with a professional law firm content marketing company that produces high quality content consistently, not only will your search engine rankings improve, you’ll see an improvement within your law firm’s leads, as well.
Strategic content marketing efforts will hardly ever go unanswered. Attorneys are almost guaranteed a great return on investment with strategic content marketing services!
Do Attorneys Need a Law Firm Content Marketing Strategy?
When someone has a legal problem or needs an answer to a legal question, they turn to search engines, like Google, first. This is where having a strong legal content strategy comes into play.
Law firms that invest in search engine optimization services and content marketing services are more likely to rank better on the search engine results pages. So, they’ll be in a much better position to capture the high-value search traffic and connect with their target audience.
The best way for a law firm to stand out amongst the competition is to offer helpful content to potential clients.
Let’s take a look at how our digital marketing company helped one of our clients by implementing SEO strategy and offering quality content:
After working with Jeff Weeden for a year, we decided to put together a case study for WeedenLaw. And, while we knew his metrics were awesome, seeing his progress in a visual form was simply astounding.
Law Firm Marketing Services
Featured Case Study
How WeedenLaw grew organic traffic 400% in just one year
We saw that his previous marketer was producing the same content for multiple defense firms in the area, something a marketer should never do! We adjusted his online blog information to include better information, researched and added better local keywords, and started cranking out 3 blog posts or pages per month, adding a monthly press release, and sharing the legal content to his social media platforms.
We did the same things that his previous marketing company did…we just did it better.
So, while content marketing for law firms can be helpful, working with a law firm content marketing agency that truly cares for their clients’ best interests is key to success.
How Law Firm Content Marketing Works
Despite the oversimplified self-help blogs you may have read, content marketing, especially content marketing for law firms, is a lot more complicated than just creating, posting, and sharing content. Many attorneys follow the advice of a DIY blog they’ve read and then wonder why their content isn’t driving more clients or more website traffic.
In order to reach new clients with content marketing for lawyers, you need to understand the content marketing process and promotion strategy at a high level. This is because your competitors are investing in content marketing services from professional law firm marketing agents.
At the most basic level, content marketing for law firms works as follows:
Conduct keyword and topic research to better understand your target audience, how they search, what answers they need, and what legal topics they are interested in.
Create useful content that gently guides your readers through their buyer’s journey, until they’re ready to invest in your legal services. This content can include blogs, ebooks, videos, infographics, interviews, webpages, webinars, online courses, newsletters, landing pages, white papers, podcasts, live streams, and downloadable resources. We’ve found the most success from blogs, pages, and videos!
Distribute Your Legal Content
In order to help promote your content, you’ll want to distribute the content across various online channels. You’ll want to start by sharing the content to your law firm’s website. Then you should promote your content by sharing it on social media channels, your email list, and on legal platforms, like Avvo.
Measure Your Results
Once you’ve distributed your written content, you’ll want to analyze the data and measure your success (or lack thereof) using analytics tools, like Ahrefs or Google Analytics. You’ll want to calculate your ROI to make sure that your return is worth your investment.
Test and Optimize
You’ll want to test out various headings and call-to-action results. Use your findings to optimize your legal content, over time, to get the best results.
How to Create an Effective Law Firm Content Marketing Strategy
Whether you’re just starting to work on your content strategy or if you’re trying to determine whether your current marketing agency is executing a truly effective content marketing strategy, our professional marketers are here to help!
Here’s how our SEO experts at Digital Logic deliver real value for our clients by increasing brand awareness and therefore, their caseloads.
Research Your Target Audience
When we ask brand-new lawyers who their target audience is, they always provide a very broad answer. It’s usually something along the lines of, “anyone with a legal problem.”
Lawyers who have been practicing a few years tend to respond with more specifics, such as “anyone with a legal problem who can afford my services. I also prefer not to work with people who only need [insert lower paying legal services].”
When we talk to the more established lawyers, they tend to have a lengthy list of client preferences, a list of services they no longer want to offer, and sometimes, even have a top dollar amount that they’re willing to spend to attract potential clients.
Knowing what types of clients you want to serve is the key to successful content creation. You want your content ideas to resonate with your prospects. When you don’t take the time to research your target audience, more likely than not, you’ll create legal content that completely misses the mark.
Find the Most Relevant Keywords
You can write as many blog posts as you’d like, but in order to actually create engaging content that your potential clients want to read, you need to know what your audience is searching for. You want to create content that’s valuable.
But, how do you know what content is valuable to your target audience?
By researching the questions that your prospective clients are asking and conducting topic research. This means that you’ll need to use a variety of keyword research tools, your knowledge of legal services, and determine which legal themes and content types that your prospects are the most likely to engage with.
At Digital Logic, our favorite SEO software is Ahrefs.
Make a list of all of the keywords that you have content ideas for, and then determine whether or not these ideas would fit within your law firm’s content strategy, as a whole.
Ask yourself questions, like:
Harness the Power of Local SEO
Most law firms prefer to operate at a local level. So, it stands to reason that your law firm doesn’t necessarily need to rank well on search engines across the United States, just locally. So, to help your legal content rank well on search engines, you’ll want to research your content ideas on a local level, as well!
Start with your practice area pages. Make sure that you have a location modifier in the header, meta title and description, as well as in your graphic’s alt text.
Compare the Competition
Looking at what your local competition is doing is a great way to see how potential clients are searching at the local level.
It’s important to remember that no two law firms will have the same exact target audience. But as long as you look at local law firms that have the same practice areas as yours, you’re bound to find a good amount of similarities between your target prospects.
Here are a few ways to scope out your local competition’s content marketing strategies:
You can learn a lot by taking the time to review your local competitors. While you certainly don’t want to copy what they’re doing exactly, you may find it useful to use some of their keyword strategies for your inspiration.
Your end goal should always be to create content that is superior to your competitor’s content.
Build Out Your Legal Content Funnel
What is a content funnel?
A content funnel comprises top, middle, and bottom of the funnel content that helps to move your website traffic from the awareness stage on to the consideration stage and then to the decision stage of the online buyer’s journey.
How do these stages apply to legal services and your potential clients’ decision to hire you as a lawyer, though?
Top of the Funnel Legal Content
Top-of-the-funnel legal content addresses legal concerns or a legal topic at a high level. You may also see this called the discovery phase. This includes blogs that address vague or broad questions that your target clientele may ask. Top-level content is meant to draw in a wider audience that isn’t quite sure if they need an attorney, yet.
A few examples of top level content include, “Is Your Partner Considering a Divorce?” for family law attorneys, or “Can I Be Arrested for Shoplifting Once I Leave the Store?” for criminal defense lawyers.
This type of content should catch the reader’s attention but shouldn’t overwhelm them with too much information. Top-of-the-funnel content should essentially let your audience know that you understand what they are going through and that you have the ability to remedy their problem.
Nothing more. Nothing less.
Middle of the Funnel Legal Content
Middle-of-the-funnel legal content is meant for those who already know that they have an issue and need legal assistance in the future. This traffic is already looking for a solution to their problem.
You may also see this content called ‘nurturing content’.
Content in this portion of the funnel should speak to prospects that are comparing various legal firms. They’ll be looking for in-depth guides and more than likely checking out local law firm’s service pages. So, you’ll want to be sure to include links to testimonials and case studies on these types of pages.
The goal of nurturing content is to offer more opportunities for engagement.
When you’re producing legal content for this stage, you should be aware of your market research. Use what your potential clients usually struggle with the most, as well as their reservations before hiring a lawyer in your field to assure them that your law firm is a great contender, if they wish to move forward.
Bottom of the Funnel Legal Content
Bottom-of-the-funnel legal content focuses on converting those who are ready to hire a lawyer into your clients. Traffic that is ready to hire a lawyer will look at landing pages or service pages.
You may see this content called ‘purchase phase content’
Content created for bottom-of-the-funnel website visitors should include strong calls to action.
Oftentimes, lawyers only want to focus on bottom-of-the-funnel prospects, or the ‘low-hanging fruit’. And, ten years ago, this strategy would have worked. But, with how competitive the legal sector is now, in order to consistently grow your organic traffic, you’ve got to focus on catering to prospects in every stage of the buyer’s journey.
Valuable content gets value by building on the basics for each particular legal topic.
Does your current website have content that meets your prospect’s needs at every stage?
Create Relevant Linkable Assets
One of the best ways to drive organic traffic is to create content that people actually want to read or consume. How can you expect your target audience to consume content that isn’t relevant to their needs, doesn’t address the issues they have, or isn’t well written?
Content creation isn’t just throwing related keywords across a variety of marketing channels. We see a ton of big-box law firm marketing agencies do this. The content does well until the competition hires a professional marketing company that actually takes pride in their work (cough, plug for Digital Logic).
When you invest in content marketing, you want to create content that your audience wants to share with others. This attracts outside links and in turn, tells Google that your law firm’s website can be trusted, that you’re the authority on the subject matter.
Additionally, you can attract potential clients by asking publishers directly if they will look at your legal content and consider sharing it on their own websites.
Another way to attract links is to write guest posts on other relevant websites. (This is a little more difficult in the legal landscape but certainly isn’t impossible!)
Optimize Your Practice Area Pages and Service Landing Pages
As we mentioned, your practice area pages or service pages will typically serve as your bottom-of-the-funnel pages, the pages that are the most likely to convert your website visitors into paying clients.
Because the legal landscape is so competitive, you’ll need to make sure that your landing pages and practice area pages are optimized very well.
If you don’t invest in law firm PPC advertising and plan on driving only organic traffic to these pages, then you’ll need to make sure that you’re using the best keywords available and have on-page SEO to correlate with those keywords.
What we mean by this is that you need to make sure that these pages target searchable keywords for your area. Then you’re optimizing each page to include the necessary information that surrounds these keywords.
In order for your landing pages to convert at a high rate, you’ll want to ensure that the landing page copy appeals to your target audience (which you’ve already researched). These pages shouldn’t focus on but should hit on the advantages of working with your law firm, specifically. You should also include a few compelling calls-to-action to entice your website visitors to contact your firm.
Measure Your Content Marketing Results
According to a recent study, 40% of law firms don’t track their leads.
Regardless of whether your law firm is taking the time to post relevant content from a content calendar or if you’re paying an outside copywriter to publish content on your behalf, you should always measure your results.
How else will you know if you are getting a good return on investment?
The end goal of content marketing isn’t to generate views. It is to produce new clients.
Many big-box marketing companies lose sight of this along the way.
You can use analytics programs, like Ahrefs or Google Analytics to track your website traffic, visitor bounce rate, your traffic source, goal completions, and more on these programs.
When you are measuring the results of your content marketing campaign across various marketing channels, you should look at:
Determine which of these metrics is the most important to you. At Digital Logic, we use form completions and phone calls to determine the success of our digital marketing campaigns. This is the only way for us to truly know whether or not our content marketing plan is converting traffic into paying clients for our clients.
Invest in a Long-Term Content Strategy
When most people hear the phrase ‘content marketing,’ just assume that it means creating content on a consistent basis. And, while simply creating content could be enough to bring in new clients for other industries, it isn’t close to being enough to reach more clients when you’re writing about legal expertise.
The legal industry is a highly competitive space. So, hiring a single, in-house marketer, more often than not, will not bring enough return on investment to justify the costs associated with the necessary programs to conduct proper keyword research.
When you work with copywriters for legal content marketing, you can either find one who is a subject matter expert, themselves, or work closely with them to oversee that every blog post, page, and video content is both relevant and accurate. The last thing you want to do is get in trouble with the Bar Association.
At Digital Logic, we have on-staff copywriters who specialize in legal content. We not only conduct keyword research but we also double check to ensure our content pieces are factual and bring in relevant traffic.
Grow Your Practice With Law Firm Content Marketing Services
Investing in professional content marketing efforts is one of the best ways to increase your legal firm’s online visibility and win over new clients. Whether you’re a personal injury lawyer, criminal defense attorney, family law attorney, bankruptcy lawyer, your law firm can benefit from Digital Logic’s content marketing services.
We research your target audience, create powerful content, distribute the content, and then track our results. We continue to optimize your legal content until we’re sure that your content is working to the best of its ability to bring in new clients.
As we build out your content, you’ll start to see an even bigger return on investment from our content marketing strategies.
If you’re considering investing in law firm content marketing, it’s important to remember that this is a long term investment. If you partner with a marketing company that offers immediate results, they either don’t know what they’re doing or they’re not being completely honest with you.
Building sustainable content that ranks well on search engines takes time, even for the best content marketers.
If you don’t have a solid amount of high-quality, well-researched legal content, then it’s unlikely that you’ll continue to receive the quality needs that you need to keep your law firm in business. Search engines aren’t going anywhere. Your prospective clients will continue to look for legal help online for years to come.
Lawyers that recognize this and start building their content sooner than later will ultimately see the best results. If you’re ready to grow your law firm with Digital Logics content marketing services for lawyers, give us a call at 318-678-5020.