Many law firms come to us and say “We hear about inbound or content marketing, but we don’t know where to start. What should we write about to get more clients to our website?”
Let me answer this question with a story. I met Peter at a marketing conference way back in 2013. Inbound marketing was a brand new thing back them, and not a lot of businesses knew how to utilize it.
Peter used to own four sleep clinics in Alaska. One day, one of his salespeople told him that he gets asked a lot of the same questions over and over again, and he just can’t stand it. His solution: they should create a Frequently Asked Questions (FAQ) section on their website and send people there.
Peter thought it was a good idea, so, for the next 2-3 weeks, he made all of his phone reps write down the questions callers ask. After that, they analyzed the questions and discovered they had 113 unique questions, each of which has been asked more than once.
Now, a FAQ section of 113 questions is a long FAQ section, so they decided instead of posting it as answers to frequently asked questions, to write up blog posts to answer each of those questions in detail.
Few months after they published the posts, Peter’s website traffic started exploding. They never thought that posting all these answers would attract so many more people to the website. Many local visitors turned into clients only because of those blog posts. And the search engines continued to send more and more people to Peter’s website. His site became a go-to source.
In a while, Peter was approached by a company that owns a chain of sleep clinics — a business that, unlike Peter’s, had establishments in most big cities across the country. They wanted to buy Peter’s website – not his clinics – for all the traffic he was getting. Peter sold his website for whopping $13 million, all thanks to the 113 posts they have created.
This is how powerful inbound marketing can be.
Here is where you should begin with your inbound marketing to attract clients looking for a law firm:
As a lawyer, we are certain you get asked questions all the time. Via phone, email, in person. Sit down and write them down. These are your blog post headlines. This is what your potential clients want to know.
Don’t forget to answer them with a simple, understandable language and always include calls to action at the end of the article — be it for them to contact you, or to download a useful document (checklist, guide, or an ebook) in exchange for a name and an email.
Don’t have the time or desire to write all these? Read on.
Most people prefer to consume video content over written content — it’s faster and easier for them. Instead of writing dozens of blog posts, record videos with the answers to the questions you listed. You can upload them on YouTube too — one more way to enhance visibility – and embed it on your blog. But, wait! There is more…
You can do what we do (see, we practice what we preach): we record videos with the answers to the questions we get asked, then our in-house copywriter writes the content for the video in a blog post format. This way your potential clients can choose whether to watch a video or read an article, and your website is better optimized for Google (having written content is still a must for Google to index your site and send you visitors).
Easy? Yes! But, as Jim Rohn used to say, “What is easy to do is easy not to do”. We know many people who read this article (or watch the video) won’t do this, even though it could help them tremendously.
We strongly advise you to be one of the few who take action! It is so simple: just invest in a tripod and an OK-quality microphone, find a room with good lighting, and record. You can get someone else to write the content up, to polish it, to post it. All you have to do in order to take advantage of all the opportunities inbound marketing provides is to hit record!
If you need any help with promoting your content across the internet so that it reaches more people, contact us today on firstname.lastname@example.org and we’ll tell you how we can help.
Comrade is a Chicago based digital marketing company that specializes in website design and marketing for attorneys. Read more about our content marketing service for law firms.
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