Despite the obvious fact that legal prospects are always looking for law firms and attorneys who have built authority online, many lawyers we talk to haven’t ever considered the content on and off their website. What your website says — literally and visually — ultimately makes up a person’s mind over whether or not to contact you.
At the same time, the content you provide outside your website, be it in the form of answering questions on social media groups, writing articles, and/or blog posts that provide valuable information, define you as an expert in your field.
A few years ago, a top-quality inbound & content marketing strategy was a choice — you could use it to improve your online presence or you could choose to stick with more traditional digital marketing methods. Today, providing valuable content is an absolute must. All your competitors do it and if you don’t, you don’t stand a chance.
Anytime you, I or anyone purchases something with considerable value, be it a service or a product, we go through what marketers call “buyer’s journey”. There is a lot to be said about the buyer’s journey, but we’ll just touch on it now for the purpose of better explaining the use of content marketing.
The buyer’s journey consists of 3 stages:
Essentially, because prospects do not reach out to lawyers in the initial two stages, content marketing is the only sensible way for you to connect with them during these stages. This is not the time to sell, but the time to be helpful while showing your expertise. Be a helpful friend and build trust.
In fact, if you make an attempt to sell at this stage, chances are you will hurt the connection between you and a prospect and a sign that you don’t really understand the goals of content marketing.
Creating extra content can not only offer more information that your clients are desperately looking for, but it can also give you more room to rank higher for keywords and draw in relevant traffic. For example, users searching for “how much does divorce cost”, for example, are likely looking for a divorce lawyer.
Valuable content can take several forms. A common one would be a FAQ section placed on a designated page on your site. This FAQ section could contain questions and answers to the inquiries that you hear most often. If you’re able to write answers succinctly, you may even end up having your answer show up in a featured Google snippet and get you high up in the SERPs.
You can also use content marketing to accomplish the same goal. Blogging gives you a way to create ongoing content to stay relevant in search engines while generating new content for relevant keywords. Having a blog that fits in with your brand can also help you earn trust early on if potential clients stick around to check it out.
It’s really not that difficult. The first thing to do is make a list of frequently asked questions: the questions that you answer daily in your email, during phone calls, and in-person meetings with prospects.
Then create videos to answer those questions and write those videos up into blog posts — this is what we do for our business and it works wonderfully. Just get a decent microphone, a tripod for your phone, find a room with satisfactory lighting and start! Don’t let your perfectionism stop you.
The last part is distributing this content — start with your website and social media. Post there first, as it is free and takes little time to do. Next, look for platforms – like local publications, www.quora.com, www.medium.com, attorneys directories that may need your type of content. Write short articles for those platforms and include links to your detailed posts. This enhances your website’s authority, which optimizes your page for higher Google rankings.
It’s worth sharing that while content marketing works wonders for some attorneys, it only works to a limited extent with others. For example, content marketing is a great thing to do if you are a criminal defense attorney, personal injury, or an estate attorney. It doesn’t work that well for DUI and traffic attorneys, as the need there is more immediate and people do not consume content, but rather call law offices.
The way to think of it is, the more time your prospects have to do research and the higher the stakes for them, the more you should invest in content marketing.
If you find that content marketing would work well for your lawyer’s practice, we urge you to start creating helpful, relevant content as soon as possible, because your competitors already are. Don’t forget that you should post new content continuously so that it has the effect you want, so it’s best to create a content creation plan (list of topics and schedule when you’ll produce each piece of content) and stick to it, or else hire an experienced online marketing agency for lawyers to help you.
Comrade is a Chicago-based digital marketing company specializing in website design and marketing for attorneys. Our inbound and content marketing team, for law firms, has developed a specific methodology to help your company stand out from the crowd. We can create or re-work your content to ensure it is simple (your clients do not understand your terminology), well targeted (this could only be guaranteed upon our extensive buyer persona modeling), and written to inspire further interest in your services without going directly for a sales pitch. We are also recognized as a top Illinois Web Design Agency on DesignRush. Contact us for a free consultation, and will get to customizing the best content marketing strategy for your law firm!
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