Today the legal industry is competitive. Many lawyers create content daily to improve their business and stand out. However, most of the content creation efforts do not yield results because the content is not optimised for SEOs. In order to get ahead of competition and improve your web presence, and SERP ranking the tips shared in this article might be the guide you need. The frequency of your content depends on your goal as an organisation.
Creating informative content often assist you to get more leads or increase sales.
To improve a law firms’ brand image and reputation, it is best to create in-depth, high-quality content more slowly (but still regularly).
It is an undeniable fact that content marketing isone of the main pillars of modern marketing strategies.
To reach out to potential clients, law firms must produce high-quality content. This article offers six simple search engine optimization (SEO) content writing tips for law firms.
Writing SEO Friendly and Optimised Content For Law Firms
Generally, content marketing remains important for all sectors and increasingly so for law firms.
Though lawyers deal with complex legal situations daily, most of their clients do not.
No matter a person’s circumstances, needing a lawyer will likely induce stress. Seeking a lawyer’s services can be a highly emotional experience, depending on the details of the situation.
As a result, people probably won’t choose the first lawyer they see; they will do the work and research the right lawyer for them.
How People Choose Lawyers
In order for ordinary people to choose a lawyer to assist them in a case, most people will want to be convinced that they can trust this lawyer and he can represent them effectively in a matter.
Therefore one of the most essential reason for content marketing for law firms is to build trust and authority.
There is a massive opportunity for law firms to amplify their skills and motivate potential clients to choose their services over that of competition using SEO optimised and well drafted content.
Blogs are one of the primary ways to deliver this information online.
The blog posts would be that guide to assist someone who is undecided to contact that law firm for assistance.
There is therefore an need for new, relevant, and authoritative content on law firms’ blog. The proper selection of topics, accurate details, and natural, engaging writing can make all the difference.
A robust, quality content strategy can help the firm’s website ascend on search engine results pages (SERPs) and ideally begin pulling in more and higher-quality clients.
- Focus on Topics Not Keywords
Despite the importance of keywords in SEO, when writing for law firms , you need to focus on more than keywords and this is why.
More recently, google now interprets queries, in a more advanced way than only focusing on keywords. Today, law firm blog content should focus on actual topics that relate to the legal industry.
When you write for topics over keywords, it can target multiple keyword phrases, not just one per blog post. You can use tools such as AnswerthePublic.com to generate topics related to law firms. Or you can search the topic you are writing about and review Google’s SERPs to see what is already ranking and how the content is presented. You can also check out what your competitors are writing about for inspiration.
These methods can guide you toward content that directly addresses clients’ questions. But then, it’ll be up to you to improve your law firm’s blog content.
When ever you write you must never focus on what you want but on what your ideal client will want to read.
Your target audience is only people who get online to look for legal services or assistance. In order to create content that targets people who get online to look for legal services, you need to understand who these people are and what type of legal services they are looking for online. By understanding who you are writing for, you will have a better chance of creating something relevant and valuable for prospective clients.
Take not of the following
- Understand issues that typically cause individuals to seek legal assistance.
- Who typically faces such issues?
- What information could be of assistance to such people
These questions are critical to help you identify your typical client.
Go a step further to understand other demographic characteristics of your website visitors using google analytics tools, social media tools or any other relevant tool
Such demographics would include:
- Age.
- Gender.
- Geographic location.
- Job title and salary.
- Education level.
- Family dynamic.
- Areas of interest.
- Content Types To Create for Law Firms
There is a variety of SEO content to create and this include:
Blog Posts
Most people are familiar to blogpost. This kind of content can attract traffic to a website. It’s a direct way to gain the trust of potential clients through targeted content that meet their needs.
Choose the keywords carefully and use internal links to point back to the website’s top-level pages, which would be your firm’s main legal service pages.
Blog posts allow a firm to expand upon those legal subjects by adding details, providing examples, or reflecting on recent developments in legal cases.
Location Pages
Location pages are pages that target certain locations or cities. Law firms can also benefit from creating location pages that target certain cities or other geographical areas.
The firm’s location pages do not have to target every local municipality on the map.
Of course, key locations are essential, but remember that people may only travel a relatively short distance to access the services of a high-quality lawyer.
To set a geographical barrier, you should try to target your client personas in a city 10 to 20 miles circumference from your offices.
Audio and visual content gets high ranking on google. Today podcast is growing in popularity globally. Podcast can assist law firms not only reach their audience but also improve their SEO ranking. Creating podcasts based on existing written content and the firm’s specialized knowledge can add variety to your legal content.
Podcasts are relatively easy to produce since you don’t have to worry about perfecting any visual elements. You can hire a freelancer to edit them so the audio and transitions are consistent.
On the other hand, video can also cover similar content on your audio or written blogpost. It is a great practice to focus on creating videos in addition to other content type to reach your audience
Many people connect more with videos than written word.
- Know what makes Great Content
While the saying goes that “content is King” only great content is king. When writing law firm content, you should know what’s needed to make the piece high-quality. So aside from the heavy SEO stuff, blog posts, service, and location pages must include the fundamentals of content writing.
It is hard to trust attorneys that publish grammar mistakes on their websites.
Additionally, remember that while your firm might have a lot to say on various legal topics, potential clients probably won’t be able to digest too much information all at once.
Ensuring that the content is readable for your target audience is key to making it effective.
Focus on giving accurate content on a given subject to assist your potential clients make decisions.
Make sure that your content also has a specific call to action.
- Promoting Your Content
In an ideal scenario checking all the boxes on your content creation efforts and doing everything right should result in all potential clients finding your content organically when they look for legal information.
Of course, this is what you hope for when you publish any content, but it sometimes isn’t enough to post something and have that be the end of it.
Content often needs a nudge to be impactful. So, after creating a piece of content, the next step is to promote it.
For example, you can increase your website’s traffic by promoting blog posts across Facebook, LinkedIn, and other social media platforms.
- Measuring Conversions
It is always essential to measure if your content created and shared actually meet your content creation objectives.
Generally, the goal of writing content is to bring in new clients. There are a few ways you can measure your content. Use various analytics tools to measure the results of your content. You need to measure impact on leads generation, on sales, on conversion and any other important metrics.
Conclusion
Law firms like all other businesses must bear in mind that great content is king. Firms needs to be deliberate to create great content that is targeted and addresses the needs of their typical clients.
By focusing on producing these types of content, you can gain access to a broader audience and hone in on the target client persona while building authority.
Therefore, in order to increase your web presence and improve your SERP rankings, use these content making tips.