Content marketing for law firm websites is essential for various reasons. First, content helps generate and nurture leads to drive awareness and get new clients. So, it’s not surprising that several firms are engaging in content marketing to promote their services.
A law firm can use different types of content depending on their practice area and audience. For example, while some law firms may use only testimonials from clients and case studies, others may include blogs and case studies. So before embarking on a content marketing campaign, first determine the type that works best with your audience.
This article evaluates the type of content your firm needs. Contact EverConvert for expert help with your law firm marketing needs.
What Is Content Marketing?
The digitization of the world means that traditional marketing is becoming less relevant. Statistics show that 73% of brands spent 10 to 70 percent of their total marketing budget on content marketing. So, a forward-thinking law firm must incorporate content into its promotion campaigns.
Content marketing focuses on creating and distributing valuable, relevant, and consistent written or visual materials to attract and retain a clearly defined audience. The goal is to drive profitable action and also engage already existing clients.
Therefore, instead of constantly pitching your services to prospects, you attract them with valuable and relevant information to solve their issues. A law firm must strike a delicate balance between strategy and creativity.
Know your audience and what they need as legal support. Understanding the preceding helps create helpful content that puts clients’ needs above all else. It also ensures that your content marketing campaign is successful and not a flop.
What Are the Types of Content for Law Firm Websites?
Again, there are different types of content for legal websites. We look at them below.
Blog articles are one of the most common forms of website content. It ranks second among the high-performing content types. Blog posts attract prospective clients to your firm’s website. In addition, you can publish articles on the different practice areas you engage in.
For example, suppose you have a personal injury law firm with different areas like car accidents, medical malpractice, product liability, etc. Then, you can produce content on these specialties. It could be opinion posts or reviews of a newly enacted law.
Ensure each article addresses a specific problem and demonstrates your knowledge and expertise on the subject. The content should be helpful and not appear like a sales pitch. However, you can include a call-to-action that encourages the reader to contact you for personalized help with their problem.
People wrongly assume checklists are not more than a productivity tool. Typically, they are used to organize and prioritize tasks and get things done. However, checklists are an excellent content type as they help prospective clients achieve specific goals.
People sometimes forget the documents they need to bring to a consultation. You can help them eliminate this problem by creating a list of what to bring. A checklist can be a lead magnet when you make it downloadable in return for personal details like email addresses and names.
Frequently Asked Questions (FAQs)
Another essential content for law firm websites is frequently asked questions (FAQs). Several people prefer to find answers by themselves rather than speak with customer care representatives. A study conducted by Zendesk revealed that 91% of respondents would use a knowledge base if they met their needs.
The same study revealed that 67% of respondents preferred self-service over speaking to a company representative. So, having a FAQs page on your firm’s website is excellent for content marketing. It allows prospects and existing clients to find easy answers to their questions alone.
Ensure the FAQs page is up to date, with the answers reflecting the current position of the applicable law. Having an outdated FAQ is a huge turnoff and will defeat the purpose of what you hope to achieve with the content.
A case study contains details of how your law firm helped a client solve their problem. Typically, it includes the issue the person needed help with, the steps you took to help them, and the result.
Of course, the attorney-client privilege keeps you from revealing too many details about a case. But you can share the basics to give the prospect an idea of how you handle cases and your success rate.
It would also help to include that the client permitted you to share the aspects of the case. The preceding breeds trust and loyalty. Case studies are the fourth-highest performing content type.
Videos are pretty engaging and the number one top-performing content type. However, very few law firms have explainer videos on their websites. While evaluating your law firm’s content needs, consider using visuals.
Explainer videos are short clips where a lawyer with the firm familiarizes a visitor with their practice areas. It also explains how the firm works and what differentiates it from others in its niche. With this content type, you grab the viewer’s attention within minutes and sell the benefits of hiring your firm.
Tips for Creating Content for Law Firm Websites
The following would help you create the best content for your firm’s website:
- Stick to Your Niche: Never generalize when creating content for your firm’s site. Instead, focus on your target audience and develop materials solely for them. So, if you’re a criminal lawyer, your site should not have content for workers’ compensation.
- Stay Abreast of the Current Trends in Your Industry: There’s a lot of inspiration from industry news, so stay abreast of current trends and emerging issues. This involves knowing new legislations, defunct laws, recent judicial decisions, etc.
You can create blog articles of your opinion and provide commentary. Doing so establishes you as an authority in your field. It keeps your content from becoming a regurgitation of existing media outlets. Finally, it increases your visibility and keeps your audience engaged.
- Incorporate Pictures: Content with pictures is more engaging than those without. Photos speak a thousand words, and incorporating visual elements into your content marketing will significantly impact its success.
- Sound Conversational and Humane: See your clients as real people with issues. Unfortunately, most lawyers focus more on their firm’s content that they forget to show their human side. So, use a conversational tone to improve the overall client experience and increase engagement.
EverConvert Will Help You With Your Content Marketing Needs
At EverConvert, we offer excellent content marketing services for legal practitioners. We will help you create content for your law firm’s website and promote it for increased engagement. We are the best digital marketing agency in Greenville. Contact us today to learn how we can help you.