When it comes to a law firm’s content marketing strategy, the quality can vary considerably depending on your focus, goals, approach, and budget. However, investing in quality content does not necessarily mean that you have to go way outside of your budget to obtain the results you’re looking for. As you approach or reassess your law firm’s content strategy, it’s essential to recognize that the content you put out there shapes how potential clients perceive your law practice. Every detail matters—the word choices, tone, flow, and overall impact of your content can determine whether someone responds to your content by contacting your law firm or looks elsewhere for legal representation.
At LegalRev, we understand the power of content marketing for law firms. For more than a decade, we have measured, refined, and adapted our approach to digital marketing for law firms that actually deliver our clients the results they want. We believe in working closely with your law firm to identify your specific goals so that we can tailor our services to help you achieve them. Let’s take a closer look at how putting an intentional, data-informed digital marketing strategy for law firms in place can help you boost your online presence and engage with more of the clients you are hoping to serve.
High-Quality Content Marketing For Attorneys
Several years ago, the thought was that the quantity of content made much more of an impact than the quality of the content itself. In other words, search engine algorithms like Google tended to favor businesses whose websites had a sprawling number of webpages and a higher volume of content. Unfortunately, this sometimes meant that a business with carefully crafted (but less) content ranked lower than a business with a website full of meandering (sometimes even irrelevant or confusing) content. However, as search engine algorithms have evolved considerably to prioritize quality content over quantity, website design for law firms has also shifted to account for these revised priorities. So, what does high-quality content for law firms look like? Here are some tips for punching up your content marketing for attorneys efforts to appeal to search engines and resonate with more potential clients in your area.
Write For Clients, Not Other Attorneys
As knowledgeable legal professionals, attorneys who write their own content sometimes write for their peers instead of the clients they are hoping to represent. While clients want to know that the attorney they hire has the experience and expertise of the nuances of the legal field, they may be intimidated or put off by websites that are too full of legal jargon and overly formal content. Instead, put yourself in the position of a potential client—what are they looking for in a lawyer? Do they really want to read a deep analysis of a legal topic, or are they just looking for an attorney who expresses a genuine interest in helping them achieve their desired outcome? When you write your content in such a way that speaks directly to your potential clients, you are more likely to connect with them and inspire them to enlist your services.
Prioritize Relevance Over Thoroughness When Writing Marketing Content
It’s helpful to remember that your law firm’s website is simply an invitation for potential clients to schedule an appointment with you. With this goal in mind, you can create your content that speaks directly to and anticipates common client concerns. For instance, someone who has been injured in a car accident may begin their search by asking, “What should I do after a car accident?” It’s more likely that someone would start with specific, relevant questions that address their immediate circumstances rather than ask about the different personal injury laws in the state in which they live. As you revisit your current law firm digital marketing strategy, it’s important to make sure the content is responsive to common client questions and concerns and avoids overwhelming your site visitors with dense and nuanced legal information that’s overly detailed and hard to understand.
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Use a Confident and Distinctive Voice to Connect With Clients
Anytime a brand creates content, it needs to consider the voice and tone it wants to use in order to have a measurable and meaningful impact on the intended audience. While many law firms assume that their clients want to know that their attorneys are professional, it’s easy to lean too heavily into the stoic and stiff persona of a seasoned legal expert. As you write copy for your website and marketing materials, try to avoid coming off as too formal and detached. Instead, try to show your potential clients that your firm genuinely cares about their well-being, which may mean using a more empathetic and reassuring tone.
More About Creating an Impactful Digital Marketing Strategy for Law Firms
Once you have refined and launched a content marketing for law firms strategy, it’s tempting to sit back and assume that the client calls will start increasing right away. However, the reality is that appealing to the search engine algorithms can take time, meaning a more gradual rise in your law firm’s online presence. In the meantime, it’s essential to keep an eye on what the data shows so that you can identify any areas that may need tweaking in order to boost your impact and reach more of the clients you are wanting to serve. The dedicated and highly qualified digital marketing for law firms strategists at LegalRev know how to analyze performance metrics to improve your efforts so that you can start seeing the results you’re after. We’re here to help you create content that clearly demonstrates how your law firm differs from other firms providing similar services in your area. By highlighting your firm’s values, professionalism, and investment in your clients’ well-being, we can help you connect with more clients who are looking for more than just a lawyer, but a trusted legal advocate and advisor.
At LegalRev, we create digital growth for small law firms and solo attorneys who are looking to engage with more of the clients they are hoping to serve. Our work is driven by data, analytics, and legal market intelligence honed over more than a decade. Give us a call today at (800) 893-2590 to get started with a knowledgeable digital marketing strategist who specializes in law firms and their unique needs.
