Content Marketing

Content Marketing

Driving Traffic to your Site, and Visitors to Your Door

Your law firm website content has two distinct functions:

  1. Converting your visitors to clients
  2. Driving traffic to your website through the search engines

A pretty tall order, to be sure…especially for the part of the website that no one really wants to deal with.  I get that no one wants to spend their nights or weekends writing content for their website.  Here’s the thing to remember about content – most people who are paying for SEO (think FindLaw) are essentially paying an on-going, monthly fee for the on-going use of content that was written once.  Every page of content that you can write (correctly) for your website is increasing the value of your site.  More visits, more contacts, more clients, more money… it can all be yours – just write down what you do and how you can help people.

Converting Visits to Clients

It can be hard to know exactly how much of what I like to call “encyclopedia-type” information should be on your site vs. how much first-person, your voice explaining who you are and what you do.  Regardless of what type of information you want on your site, it’s important that you’re always re-enforcing how it’s important to your target audience.  If you’re talking about your education and experience, talk about how that’s beneficial to your clients, and not just because it makes you a good lawyer. 

“Experience has shown me how to navigate through the most complex situations and get my clients a result in a cost-effective way”

is a lot better, at least in my mind, then

“27 Years of Experience”.

Inviting them to Take the Next Step

It’s good to have some call to action or a form built into your website design, but don’t forget to work calls to action into the content as well.  I typically end most pages with some call to action, even if it’s just the simple cop-out of “if you have questions or would like more information about _____ (whatever the page was about) contact me”.   This is a great opportunity to build value for the clients into the contact.  It can be general:   

“In a 15 minute free consultation I can help you understand how the law applies to your situation, and give you options for moving forward”.   

Or Specific:

“Typically, it only takes 5 or 10 minutes to determine if you will qualify for Chapter 7 Bankruptcy”

Either way, help people understand how contacting you moves them closer to solving their problem.  I know this seems really simple, but it’s important.  People are on your website because they have some type of legal problem – oftentimes they do not even understand the nature of their problem.  Make sure you are taking every opportunity to remind them how contacting you gets them one step closer to solving, or at least developing a better understanding of, their legal problem.

Writing for the Search Engines

Generally speaking, you should not write for the search engines.  The reason I say that, is because I feel like a lot of people interpret that as using a desired keyword over and over again.  While you do need to include the words that you are targeting, it’s also important that we don’t end up with content that is difficult for our first audience, actual people, to read.  Good content will draw visits from the search engines; it’s as simple as that.  There really aren’t tips and tricks – just accurately describe your service in a way that will be helpful to your audience and you’ll do well.

What is Good Content?  More Content is Better, right?

Generally speaking, yes.  But you can not just start copying and pasting content to your website and then wait for the traffic to roll in.  Content needs to be:

  1. Original
    A great majority of your content should be original.  Do not copy content from other sites, it’s OK to borrow ideas, but do not outright copy anyone else’s content.   No matter what area of law you’re targeting, there are ways to break it up into very specific sub-pages.  Typically the websites that do the best on Google have a lot of this type of content (ie, not just “Divorce” and “Child Custody” but also “Estate Planning Changes through Divorce” and “Child Custody Cases that Cross State Lines”)
    (or, failing that…)
  2. Something Added
    If you are going to use content from somewhere else, whether that be from the state law books or an article that you want to link to, say something about it.  If you don’t have anything to say about it, then don’t post it.  No one is coming to your website because it’s a good way to get to other websites.  This is also a great rule to follow for Facebook and social media in general.  If you can’t make pass the “this is how I can help you” test then skip it or find something else.

Questions about Content Marketing?  I Can Help.

If you have questions about how to market your website by developing or improving content, let me know.  I can look through what you have now on your site and make some recommendations about what I would add and how it might help.  Feel free to call me at 651.271.8845 or contact me online through my website.