Digital marketing expert at NUVEW, helping businesses expand their online presence through custom website design and development & SEO.
You’ve probably heard that content marketing is an effective SEO tool since websites that deliver relevant, fresh content are favored by Google’s algorithm. In October 2022, Google rolled out a new update to its algorithm that aims to filter out content it determines is spam—including plagiarized material and content stuffed with keywords. Many businesses rely on Google search placements to bring in new clientele, and that includes law firms, so it’s important to optimize your content according to Google’s preferences.
Legal content allows you to establish your credibility and stand out from the competition. But knowing what content to create requires a strong understanding of your branding and SEO goals. Whether you’re new to content marketing or want to refresh your current strategy, use this guide to improve your website’s content so you can continue to get higher search result placements.
How Content Marketing Works For Law Firms
Content marketing isn’t as simple as writing content and sharing it. The truth is that content requires planning. A clear strategy ensures that your content has your best interests in mind and that each piece brings you closer to your goals. Here are some steps to follow when planning a content marketing strategy:
• Research. Identify keywords your audience is searching for and what areas are most profitable for your firm. For instance, a divorce law firm may want to target terms related to asset division since families with complex assets will likely search for those terms.
• Create. Create a variety of content. Blog posts are an effective choice for law firms since they offer information for those searching for specific topics. Many clients use Google to research specific topics related to various legal matters, so providing blog posts on these topics can draw visitors to your website. Include a disclaimer that prompts readers to reach out for individualized advice.
• Convert. Calls to action are a must for any legal content. You don’t want readers to stop once they’ve finished reading the content—the next step is for them to schedule an initial consultation.
• Promote. Social media platforms are effective for promoting your content. If you publish blog posts every two weeks, schedule a social media post once a week to announce your new post.
• Measure. Content needs deliberate, careful analysis. What’s working well? Is there room for improvement? Continuously measure your progress as you develop your strategy further.
Know Your Audience
All forms of writing should have an audience in mind. Knowing who is reading your content is the key to establishing a suitable tone. If you currently have a vague idea of who might be looking online for your services, research your target audience. Your research should answer these questions:
• What are the most significant legal problems your clients are facing?
• What resources can solve them?
• What goals do clients share in overcoming their legal issues?
• What characteristics do they want in a lawyer?
• Are there legal topics that clients are interested in learning more about?
Conduct SEO Research
Whereas market research reveals what your target audience is struggling with, SEO keyword research shows you what they’re looking for. Use tools such as Semrush or Google Keyword Planner to identify well-ranking keywords and topics that your audience is looking for using a search engine. Localized keywords will help boost your visibility among local potential clients. Create a list of keywords you want to include on your website.
Align With Your Brand
A brand narrative includes your mission, values and vision. As a law firm, the “products” you are selling are the results clients need. Supporting your clients and appearing approachable are important attributes that contribute to a welcoming brand narrative.
To cultivate trust, be sure to integrate these values into your content. It’s too easy for legal content to become overly technical and inhuman, so using value statements will center your approach to helping those in a difficult situation. Consider these questions to guide you:
• Who is your ideal client?
• What distinguishes you from other firms?
• What approach do you take when working with your clients?
• How do your firm’s values align with your clients’?
• What are the benefits of choosing your firm?
• What kind of voice or tone do you want your content to convey?
Additionally, consider how your content connects to the client and their situation. A person in need of a criminal defense lawyer may need aggressive representation, whereas a person seeking a divorce may need understanding during an emotionally challenging time. By knowing your audience’s goals, your content will provide the relevant information they are searching for.
Know What Makes Content Effective
Prospective clients want to know that their lawyer will support them through a difficult time. Make sure your content is unique and authoritative. Consider these tips:
• Don’t just write for keywords. Keywords indeed contribute to your SEO efforts. But only creating content to be posted on your website’s back end is a missed opportunity. In fact, you risk hurting your ranking since Google penalizes content that’s made only for keyword purposes. Instead, plan on making half of your content blog posts to distinguish your expertise from other law firms. For topic inspiration, use Google’s “People also ask” section.
• Target specific demographics. Avoid writing content that’s too generalized. Family law firms often target higher-income areas, while injury law firms choose cities with increased rates of work injuries and auto accidents. While you can target a range of clients, keeping your scope relatively narrow improves your content’s focus.
• Optimize for SEO. Once you’ve published content on your website, optimize the back-end side. Add a meta description and title tag to the page, and make sure both include a keyword and location. This ensures that your hard work will be rewarded by increasing the page’s visibility.
‘Content Is King’ Remains True For Law Firms
Even though content marketing for law firms takes a different approach, your overall goals are likely similar to other businesses. Growing your clientele and appealing to the right demographics is possible through carefully crafted content. By optimizing your content strategy, you can build your client network and further your mission.
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