There’s a sense of satisfaction and relief when launching your law firm’s website. It’s certainly an important milestone, but the work doesn’t stop once the site goes live. In the virtual world, everything is in a constant state of change. If your site remains completely static after the launch, you won’t be achieving your full potential. However, without a detailed, comprehensive plan, it can be difficult to determine where to go next. Having a series of steps in place is essential for the development of future content and helping your site evolve over time.
Why It’s Critical to Have a Post-Launch Plan
As the amount of digital content continues to grow, it is more important than ever to stay competitive by putting effort into ensuring your website stands out. To continue generating new leads, it’s vital to keep creating new content and ensure that the existing elements of your site remain updated. Without a plan, it’s easy to lose track and let certain things slip through the cracks. Having a plan in place ensures you remain consistent and vigilant, which, consequently, has a positive impact on your SEO.
How a Content Roadmap Can Help
The purpose of having a plan is to help focus your efforts, so all your time and resources are being directed towards where they’re most effective. Depending on the purpose of your website, there are different activities you might want to prioritize. A roadmap can ensure you maintain your website regularly, keeping your content current and continuing to create new content going forward. It’s also important to be responsive to user feedback. Failing to incorporate that can lead to a disconnect between your firm and potential clients, allowing small issues to become obstacles getting in the way of your success.
What to Incorporate in Your Post-Launch Plan
While the specifics of your plan will vary based on the needs of your law firm, certain elements should be a part of every website’s post-launch plan. Here are some basic components to include in your content roadmap.
- Regular Website Maintenance
Consistently checking your website for any errors is crucial to ensuring your website is regarded as professional. Broken links, missing images, and typos can all lead to a loss of confidence from users expecting a certain level of quality. Additionally, if an error prevents them from accessing important parts of your website, such as a contact form to speak to an attorney in your firm, they might end up navigating away and searching for services elsewhere, causing you to lose clients.
Unfortunately, if those errors aren’t caught right away, they can wreak havoc on your firm’s reputation. That’s why user-experience testing should be a regular part of your plan, even after your site’s been launched. Technology is updated regularly, and even if everything on the site is working perfectly, that doesn’t mean additional problems aren’t going to crop up in the future.
- Building Evergreen Site Content
Evergreen site content is essentially timeless content, continuing to remain relevant several years after it’s been published. Building evergreen content for your website is a great way to ensure it remains a useful resource to your users. A great example of evergreen content suitable for a law firm website is practice area pages. These allow you to better communicate what kind of services you provide, helping you attract more potential clients. While you might not have a lot of content to populate such pages at launch, this is something that you can continue building upon in the future.
Initially, your practice area pages should give users an overview of the types of cases and legal services your law firm provides. Over time, you can start expanding upon those initial categories by adding subpages that delve into more specific situations. Keeping your audience in mind should help to guide you throughout this process, focusing on the areas that will be most applicable.
- Creating Consistent Blog Content
For your law firm site to be successful, it’s important to have new content available. This helps you continue to attract new visitors while also providing an incentive for existing clients to keep visiting your site. Maintaining a blog is an excellent way to do this. However, for a blog to be successful, it must be updated regularly. Creating a content creation plan will go a long way in helping you accomplish this.
Identifying your audience is a good place to start, as this will help you determine the types of topics you should discuss. By creating content that corresponds to the sorts of questions users ask on search engines, you maintain relevancy and have better chances of increasing site traffic.
In addition to brainstorming topics, you must determine what sort of blogging schedule you want to maintain. In general, the more frequently you publish new content, the more likely you are to get views and clicks from the visitors. That being said, it’s important to determine a frequency that works for your firm without sacrificing quality.
- Update Existing Content
As times change, some of the content on your site may no longer be applicable. Any growth or changes your firm experiences should be reflected online. You should also ensure any information pertaining to laws is up to date, as those can change over time as well. Outdated information is likely to harm the way that users perceive your firm.
In addition, it can be helpful to check in with your clients and be responsive to user feedback.
Assembling Your Plan
While all these elements belong on your roadmap, you’ll have to determine what sort of schedule is most appropriate for your firm’s website, as well as who should be in charge of each individual component. The details of your plan should reflect the type of users you wish to attract and the ways in which you want your website to grow. Ensuring you have a well-constructed plan that suits all the needs of your firm can take a lot of work. That’s why RizeUp Media has a wide range of website management services available to ensure your law firm’s site stays competitive. Contact a RizeUp media expert to start discussing your post-launch strategy today.