A Content Marketing Strategy For Law Firms That Works

You think you know how SEO works. A client types in a few keywords, Google runs those keywords through an algorithm and matches the search with web pages that include those key words.

So, to make it on the front page of Google, your firm’s website needs to be flooded with keywords, right? Not necessarily.

Victoria Blute, Director of Education at Lawlytics, said in a webinar that there are three false assumptions attorneys make about SEO. The first assumption is that people know they need an attorney. The second assumption is that people search directly for attorneys. The third assumption is that people use a basic keyword search to find an attorney, such as “Family Law Attorney Florida.”

These assumptions fail to describe how people actually use search engines. First, our prospective clients may know they have a problem, but they may not know they need an attorney. When they turn to Google, they are looking for a solution, not for legal representation. People typically enter complex questions into search engines and look for the best answer. This is why consumers rely on Google, for example, because the search engine is designed to provide the best answers to search queries.

Over time, people have become accustomed to finding the answers they need for non-legal questions, and quickly become discouraged when they cannot find what they are looking for. The process is not much different for questions of legal nature. 

What this means for your law firm’s content marketing strategy is that it is not enough to focus on a few strategic keywords and call it a job well done. Clients want real answers to their questions. They are looking for high quality, original content. In other words, content is king.

Creating quality content for your law firm’s website fairly simple. The best place to start is with your ideal client in mind. If your ideal client were to walk through your door, what questions would they ask you about their situation? What language would they use to ask the question? How would you answer their questions? 

It may be helpful to write out a description of this interaction. What would be your ideal client’s pain points? What is their education level? Would they have previous experiences with lawyers? Answering these questions can help you formulate the right kind of content to reach prospective clients through search engine results. 

Consider the following example:

A driver in Los Angeles gets injured in a car wreck, and the motorist who is at fault does not have auto insurance. The driver’s first search query may not be “Personal Injury Attorney in Los Angeles,” but rather something like “What happens if I’m injured by a driver without car insurance?” The results will show to the best answer to this question, and the best results will be those that answer the question, not those that simply state “uninsured motorist attorney” throughout the webpage.

A good SEO strategy requires high quality content. Start with the low hanging fruit—your law firm’s practice pages—then move on to publishing regular blog posts. You may see value in building out a simple FAQ section for each of your practice areas as well. Don’t stop there, either. Video content, infographics and social media posts are equally valuable content that can fit into your overall SEO strategy.  The key is providing quality answers to real questions. Provide value to your website’s visitors.

Yes, you need to include keywords in your content marketing strategy, but keywords are not the end game. Getting people to your website is only half the battle. You also want to convert your site’s visitors into clients, right? By providing quality content that answers your visitor’s questions, you can build trust and demonstrate the value of your legal expertise. 

Remember, the most successful lawyers write content for their clients, not for search engines.

 

More marketing tips for law firms:

How Should Lawyers Respond To Negative Online Reviews

A Quick Intro To Online Reviews For Lawyers

Why Lawyers Need To Claim Their Avvo Profiles

Choosing The Right Legal Tech For Your Firm

Bare Bone Basics Of Social Media For Lawyers

 


Tyler Roberts is an editor for The National Jurist. You can follow him on Twitter at @wtylerroberts


 

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