Digital marketing is a crucial part of running any business today, and that includes law firms offering personal injury and criminal defense representation. No matter what type of law firm you operate, it’s essential to connect with potential clients online. More people than ever before now use the internet to research products and services before purchasing. The more significant the purchase, the more research they are likely to conduct before committing to the purchase.
When potential clients in your area need legal counsel, they will spend time online looking for the best attorneys they can find.
The content you publish to your website has an incredible impact on how potential clients connect with and interact with your firm. The mantra of the digital marketing world for years has been “content is king,” and for good reason. Content is the backbone of any strong digital marketing strategy in any market. If you want potential clients in your area to find your firm, trust your team, and ultimately decide to turn to you for legal counsel when they need reliable representation, the content you publish to your site could be the turning point that drives them to your door.
Why Is Content So Important from an SEO Perspective?
Search engine optimization (SEO) is a major driving force for modern digital marketing. You need to ensure that when people use Google to look for the services your firm offers, your website ranks among the top search results. SEO is a complex aspect of digital marketing with lots of moving parts, and content is one of the most important of them.
When a person uses Google Search to look for products and services online, the Search algorithm connects the keywords they input into the search bar with websites that correspond most strongly to those keywords. The Search algorithm is highly advanced; it uses all types of variables including users’ search histories and formatting to determine the most relevant websites for their search results.
Over the years, digital marketing professionals have needed to switch up their tactics for capturing search engine traffic and organic leads. Today, the Google Search algorithm rewards websites that publish high-quality written content geared toward human readers, not search engine bots like in the early days of the internet. If you want people to find your site and consume the content you produce, you need to invest in making it as valuable and relevant as possible.
Publishing high-quality content to your site on a regular basis and selecting and using the right keywords within that content will boost your SEO results significantly. You may have a well-constructed website with fleshed-out practice area pages and information about your firm, but the blog posts you publish also have a significant impact on your SEO results. Investing in high-quality content creation is one of the most important steps you can take toward creating a consistently reliable digital marketing strategy for your firm.
The Content You Publish Can Answer Readers’ Questions
The legal world is inherently complex. Many people without any legal experience or formal training carry misconceptions about their rights and responsibilities when it comes to various legal issues. The content you publish can help to clarify their understandings of different aspects of the law, help them determine their best options when facing a legal issue, and ultimately answer the questions they have about their circumstances.
When a person needs legal counsel for a personal injury claim, a workers’ compensation claim, or defense against criminal charges, they will likely conduct as much research as possible before committing to an attorney. If you upload content regularly, you are providing potential clients in this position with more information that helps them feel more at ease about asking your firm for help.
Any type of legal claim can involve countless variables. Publishing blog posts that scrutinize these variables provides readers with valuable information about their own circumstances. A few examples of blog posts that can provide helpful information about specific legal issues might include:
- “X Things to Consider When Hiring a Personal Injury or Criminal Defense Attorney”
- “What to Expect from a Personal Injury Claim With Multiple Defendants”
- “Pros and Cons of Joining a Class-Action Lawsuit”
- “Damages Available in a Public Transportation Injury Claim”
- “How to File a Lawsuit Against a Government Entity”
- “X Possible Outcomes of a Dog Bite Injury Claim”
These posts all provide details about very specific legal situations that many people can experience. Posting articles that cover niche topics related to your practice areas provides valuable information to a broader audience. Get creative as you develop new blog posts and articles for your website and try to answer the questions your potential clients are likely to have. The more detail you provide, the more you establish a relationship of trust with your potential clients.
Content Helps You Build Trust With Your Audience
If readers are turning to your content to answer the questions they have about specific legal predicaments, they slowly start to trust your firm the more they read. Seeking legal representation is an important process, especially when someone is injured, facing thousands of dollars in losses, and cannot fight for their recovery alone. Once they find your website and start digesting the content you have published, they will begin to recognize your credibility and authority as a legal professional.
Trust is crucial when it comes to attorney-client relationships. Many hardworking and client-focused attorneys face unjust scrutiny due to long-standing stereotypes about lawyers and assumptions that they only care about billing their clients as much as possible. Break down these preconceived notions by providing readers with information that other firms in your area have not. Developing and publishing high-quality legal content to your website not only helps your site remain in the top search result pages, but also shows potential clients that you are committed to providing readers with as much information and insight as possible into your niche of legal practice.
Whether you represent victims of car accidents or individuals facing criminal charges, it’s vital to develop content that showcases both your legal acumen and your commitment to fighting on behalf of your clients’ rights. Provide real-life examples (without any personal information, of course) that show potential readers you have experience handling cases just like the ones they face. Ultimately, the content you create is not just a way to provide your readers with valuable information but also position your firm as a trustworthy and reliable source of legal advice.
High-Quality Content Positions Your Firm as an Industry Authority
If you need more proof that content is king when it comes to marketing your law firm’s website, try to analyze your site from a potential client’s perspective. You need legal representation for a personal injury, and you find two law firms online that offer legal counsel in your area. The first site has a basic set of practice area pages and a few short blog posts with generic information, seemingly written with lots of keywords geared toward ranking highly in search results. The second has detailed practice area pages and a more polished blog, and each post provides detailed insights concerning very specific legal questions written in a natural, authoritative manner. Which site would inspire more confidence in you as a potential client?
Publishing high-quality content to your law firm’s website inherently strengthens your image as a legal professional to potential clients. When people spend time searching for legal representation online, they will find your site and, after reading a few posts, will be able to tell for certain that you know your stuff.
High-Quality Content Can Generate More Website Content
If your firm specializes in a particular type of law, start generating high-quality written content around your expertise to capture potential clients’ attention and cultivate trust. Before long you will develop a rhythm that can empower you to create even more effective content pieces. One of the biggest challenges many website owners face when it comes to SEO and digital marketing is developing high-quality content on a consistent basis.
When you invest in high-quality written content creation, you open the door to all types of other content creation opportunities. A few examples of this might include:
- Developing how-to guides and best practices for specific legal issues. While you cannot provide specific examples using past clients’ identifying information, you can provide general examples and solid best practices for potential clients to follow with various legal issues.
- Creating multi-part blog posts that go over common legal problems in extensive details. These series-style posts not only provide your readers with much more information than one-off blog posts, but also keeps them interested in coming back to your site to read the next parts.
- Generating case study-type posts that provide readers with specific, real-life examples of common legal cases (with all identifying information redacted, of course). These posts can showcase your firm’s skills and experience in a relatable, relevant manner.
- Video content, such as interviews with members of your team or even video testimonials from past clients.
The possibilities are endless, and you can eventually create a web of content on your site that branches off the high-quality written content you publish. Staying fresh and relevant is vital for any brand in any market when it comes to digital marketing. The written content you develop can become the springboard to a whole new world of content creation you might have never considered.
Content Opens Social Media Marketing Opportunities
While SEO has become a key component of modern digital marketing, social media has also grown into a critical vector for brand-customer interaction. The content you publish to your website can become a conduit for social media interaction. It’s possible to make your blog posts shareable, so readers visiting your site can share the posts you’ve published on their social media profiles. In turn, you can create social media posts around your blog posts that encourage readers to take the next step and interact with your website.
Social media also provides opportunities to engage with potential clients on a more personal level. While you should not offer actual legal advice to individuals on a publicly viewable platform, you can still answer basic legal questions and point readers to valuable resources when they need your help. This is another way you cultivate trust with your target audience and position your firm as an industry leader.
High-Quality Legal Content Can Help You Dominate Local Search Traffic
The vast majority of law firms operating in the United States focus on specific geographic areas. Some firms may provide representation throughout an entire state while others may only focus on one or two counties or metropolitan areas. If you know the service area you are trying to capture, develop content geared toward the local communities’ needs, experiences, and the legal issues they are most likely to encounter.
The Google Search algorithm takes geographic location into account when providing searchers with results for the keyword strings they type into the search bar. To capture the attention of potential clients in your local area, invest in quality content as a driving force for it.
Investing in High-Quality Legal Content Creation Can Provide Undeniably Valuable Returns
In every industry, it’s vital to ensure every dollar spent on digital marketing generates some type of return. The written content you create will undoubtedly become one of the best revenue generators for your brand if you invest in high-quality content creation.
Running a law firm is a difficult task. Attorneys must manage their clients’ cases carefully, and support staff are constantly fielding calls from potential clients, scheduling consultations, and managing courtroom appearances for attorneys and their active cases. If you want to develop better content for your website, you’re going to need to invest in a high-quality content creation service that provides professionally written, well-researched, and richly detailed content geared toward SEO.
RizeUp Media provides polished written legal content to law firms all over the country. We help law firms that specialize in personal injury law, workers’ compensation, product liability, criminal defense, and every other practice area provide their local readers with valuable, relevant content that establishes trust and builds firm credibility. If you need a reliable content creation service to generate new content pieces for your readers that not only help your site rank better in search engine results but also cultivate trust among potential clients in your local area, we can help. Contact RizeUp Media today for more information about our legal content creation services.