In the competitive legal market today, clients have many options to choose from. Content marketing is one of the most effective ways to build authority, engage with clients, and generate leads for your law firm. Legal marketing is much more than setting up a blog or a website. It is about building authority.
Legal marketing also involves planning, strategy, and search engine optimization (SEO). Below are five key content marketing strategies for law firms that want to distinguish themselves and grow their client base.
Keep a Mobile Ready Website
First impressions are important. Most of the time, your website is the first place where a prospective client will interact with your law firm. For this reason, a mobile-ready website is a must.
Studies show that over 60% of legal service queries are done through smartphones. If your website is not mobile-friendly, then potential clients may leave before they read your content. Responsive design is only one part of mobile optimization. You also need to consider your loading speed, ease of navigation, readability, and clickability of calls to action.
Optimize for Search SEO for Lawyers
One of the fundamentals of any content marketing initiative is search engine optimization (SEO). However, SEO for lawyers can be very competitive and requires developed strategies such as keyword research combined with on-page optimization and quality inbound links. A legal SEO company or consultant can be useful. Companies that do SEO for lawyers use ethical guidelines to understand the industry-specific nuances in client behavior and jargon.
Guest Blogging and Publishing
Gaining reputation as a legal expert takes time; however, guest blogging and publishing can be an effective shortcut to boost your exposure and credibility. You’ll want to publish high-quality legal content on other well-known sites or legal journals because the more well known the sites or journals, the better your credibility as a legal expert and the bigger potential audience you’ll reach.
Depending on your practice area, you may initially want to focus on blogging or publishing on sites geared towards your niche. For example, family law attorneys may want to write for divorce blogs or parenting blogs; personal injury lawyers might blog or publish on some health or legal industry sites. These guest blog contributions would typically have a byline and link back to your website.
Build Your Social Media Presence
Many law firms undervalue social media, thinking it does not apply to a more traditional and conservative profession. However, platforms like LinkedIn, Facebook, and TikTok are becoming more effective ways to establish visibility in your name.
Lawyers can share content for thought leadership, post case law that is relevant, or share helpful legal tips. Alternatively, Instagram stories can create a picture or personality of your team and even show client testimonials. You can share highlights of the day in the life of a lawyer on case.
Regularly Track Your Website
Tracking your law firm’s website on a regular basis means recognizing that your content is always changing. Use analytics to track what pages people visit most, where traffic is coming from, and how long people are lingering on each page. Beyond content performance, review broken links, outdated reference to the law, slow or sluggish page loads. They all impact the user experience and ultimately, your credibility.
Endnote
Content marketing does not mean producing a barrage of content using legalese. To be successful, you should produce quality, accessible, trustworthy information that attracts and converts potential clients. The above tips will help your firm develop a sustainable digital footprint that can help turn your potential and current clients into paying clients
