To successfully market yourself and your firm as a lawyer, it’s no secret that written content will be a necessity. It can be tempting for many in the legal field to produce all this content themselves in-house.
In several ways, this can seem like the most sensible option—who knows your practice better than you do? It can be easy to worry about the ability of outsiders to produce content that meets your standards and portrays the exact image you’d like for your practice.
Many legal professionals are under the impression that this is a money-saving measure. On the surface, it makes sense: If you’re not paying an outsider to write content for your site and marketing materials, then this is going to be money that you save. However, the costs of content creation are rarely so straightforward. If anything, by choosing to write marketing and other content in-house, your firm will likely lose money rather than save it.
To create high-quality digital content for your practice, it’s in your best interest to work with a professional marketing firm.
Although it is beneficial for just about any business to outsource content creation, it’s a brilliant tactic for lawyers. Primarily, this has to do with the stricter standards of legal writing, which other fields don’t necessarily face. You’ll also need to present complex legal information in a way that’s clear for your average client, who likely doesn’t have the most developed legal knowledge.
Generally, legal marketing materials will require a more significant amount of attention and care compared to more general forms of content. After all, when you’re working with legal topics, you won’t have limitless creative freedom. There’s an essential level of precision that must go into your copy, and without that attention to detail, it’s easy to present legal information in a way that’s unclear to a layperson. And, whenever legal information isn’t adequately presented on your firm’s site, it will lead to a host of problems.
A lack of care can also lead to errors in your content, which could cause your firm to lose business. Potential clients are likely to view this as a red flag, and it will dissuade them from hiring you over a competitor.
Although you may have a detailed and wide-reaching understanding of the legal topics you’re presenting on your site, it’s easy for the topics to be confusing to a layperson if you don’t devote time and attention to your content. If you choose to handle content creation in-house, there’s a fair chance that you’ll be treating the task like an afterthought—and that isn’t something to be ashamed of. As an attorney, you have many other tasks to stay on top of, so it makes sense that marketing and content creation would fall by the wayside. Writing to an audience that might not be knowledgeable about the industry only makes the situation more complicated.
Instead, consider outsourcing your content to marketing professionals to ensure that it receives the care it deserves. If your site’s content is unclear or includes careless mistakes or errors of fact, there is a strong chance that it could cause your firm to lose business.
(An Attorney’s) Time is Money
That being said, are you going to need to lose money to publish the best possible legal and marketing content? Absolutely not. In truth, outsourcing your content (rather than producing it in-house) is one of the simplest ways to begin saving money for your firm.
Hypothetically, let’s say that you’re hoping to produce your marketing content yourself. Even if you’re paying top dollar for a first-rate content creation service, you’re probably not paying as much as your own hourly rate.
For instance, maybe you have an hourly rate of around $400. Chances are that is more than what you’ll be paying to have content outsourced. So, if you spend hours writing a detailed service page on your own, you’re effectively spending thousands of dollars of your time—time when you won’t be getting any of your more pressing work done. This truly is a lose-lose situation.
Not only would you pay less to outsource your content, but you wouldn’t be wasting your energy. Instead, focus on the work that really matters to your firm—and receive top-quality marketing content for your site.
Bring in New Clients Through Improved SEO and Marketing
Although attorneys are experts on the law, they aren’t necessarily pros when it comes to marketing or properly optimizing their sites for search engines—which, remember, is probably how you’re going to be discovered by many potential clients.
If potential clients aren’t finding your firm’s site, there’s a strong chance that you’re losing clients that you didn’t even realize you could have had. Unfortunately, no matter how skilled you are as a lawyer, it doesn’t mean the average search engine browser will find its way to your site.
Your firm’s website must have excellent SEO to stand out among competing firms.
In addition, understanding legal writing doesn’t necessarily mean you’ll know how to best adapt that information for a new audience. Remember, you shouldn’t assume that all your clients will have some background knowledge of the laws you’re writing about. As an attorney, it can be easy to lose sight of your audience and present information in a way that’s dry and better suited to a textbook, rather than in a way that is market-savvy and conscious of its audience.
Your web content should be written in a manner that engages potential clients rather than confuses them and leaves them searching elsewhere for aid.
Leave Your Firm’s Digital Marketing to RizeUp Media
Not only should your firm be outsourcing its content, but also, you should be outsourcing to someone who understands the unique requirements of legal writing. Not only is the RizeUp Media team filled with experts on digital marketing, but we also understand exactly how you should be marketing and presenting yourself as an attorney. If you’re looking for written content that can help your firm be seen and get business, contact our team. Request a quote through the RizeUp site or use our contact form to ask for more additional information.
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