Levinson Law Group is a Southern California-based firm specializing in personal injury cases that vary from client-to-client, with a particular scope of work focused on vehicular accidents.
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.
Define your niche
Inbound & content marketing can be used in any stage that a potential client goes through before hiring you. Some of those stages are: getting their attention, increasing your authority and converting a web visitor to a paying client. It’s also a great targeting tool — by generating content that speaks and answers the problems of your ideal clients, you start to define your online niche and become more trustworthy in the eyes of your prospects.
Content and SEO
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 in 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 (aka blogging and lead magnets like eBooks) 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.
Your competitors are also generating content
Your competitors are also generating valuable content. According to the 2015 State of Digital & Content Marketing for Law Firms Survey, the amount of law firm blogs has quadrupled over the last 5 years. Our Chicago-based 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.
While working on the online presence of Barr & Young Attorneys, one of the marketing strategies we utilized was inbound & content marketing. With the right research and well-formulated content, we managed to leverage their brand new landing pages, blog posts and new website content into part of what brought them 650% monthly increase in leads and 350% conversion rate increase.