I understand what goes through the minds of lawyers and law firms when they hear the words Content Marketing.
Their main thoughts are usually along the lines of, “I am not a blogger, I help clients deal with legal situations and I don’t want to spend my time or money posting articles to the web.”
This isn’t an article telling lawyers that they need to drop what they’re doing and become bloggers. This is an article that explains that in today’s internet era, all companies need to see themselves as a media company first.
The world-class marketer Gary Vaynerchuk even goes as far as saying,
“Producing content is now the BASELINE for all brands and companies. It literally doesn’t matter what business you’re in, what industry you operate in, if you’re not producing content, you basically don’t exist. So what’s your excuse?“
Let’s talk about what happens when you create valuable, targeted content, that helps answer your searchers’ question. In this article, you will learn:
- 5 Reasons why content marketing or law firms is important
- 5 Content marketing strategies for lawyers
- 5 Helpful law firm marketing tips
- How to find the best content marketing agency for your law firm
How Content Marketing Makes a Difference for Law Firms
Content marketing for your law firm doesn’t mean that you need to find an extra 20 hours that you already don’t have in your week to create content.
We already wrote about how it makes much more sense to focus on your business and hand off content creation to a content marketing agency here.
Lawyer lead generation is one of the most important pieces to any online marketing campaign. Content Marketing is one of the most effective, and cost-efficient tactics for lawyer lead generation online.
Content Marketing increases both lead quality for lawyers, as well as overall quantity. Let’s take a look at a few reasons why content marketing is so important for law firms in 2019.
1. Organic Search Traffic Goes Up
In the law firm industry, will are constantly fighting against huge budgets and other talented digital marketers, so you really will need to work harder than other industries to come out on top.
Those that do this right end up with some great benefits like:
- Generating high quality leads
- Reducing the cost to acquire clients
- Higher search traffic
- Ranking higher in search engines
- Improving conversion rates
- Building a brand
With becoming an authority in your space and providing value to others, you put yourself in a great position to be top of mind when it comes time to actually needing to hire a lawyer.
On top of that, by providing prospective clients with answers to the questions that they are actually searching online, you allow yourself to establish yourself as a point of authority in the industry, separate yourself from the competition, and build trust in your visitors. While these types of things are hard to quantify at times, they have a long lasting impact on the success of a company online.
Content marketing for law firms should focus on putting your potential clients at ease. At the end of the day, no one wants to work with a lawyer, they need to. You will always be fighting to win your clients’ case, and it is implied that you will almost always get results. This means that the real difference maker for successful content marketing campaigns for lawyers is the impression you leave on your visitors.
2. Cost Per Lead Goes Down
One of the highest Cost Per Click of any industry is definitely the legal field.
Take for example the keyword “DUI Lawyer”. I’ve had many clients spend over $80 dollars PER CLICK on that term.
It’s because when people are searching this term, most of the time they are in need of a lawyer right away so many legal firms are willing to spend this.
Imagine having to pay for just 100 clicks. That adds up quick! And with an average conversion rate of about 2%, you are looking at around $4,000 to acquire one client. While this may still be profitable for lawyers in some fields, it is hardly sustainable, and not exactly a great feeling.
When you put time and effort into moving yourself up the rankings organically, it pays off over and over again because once you’re at the top, you don’t have to keep spending for people to find your site.
The visitors to your site that come organically have also been proven to be higher quality lead when you create your website and content correctly. This is because they are reaching your site based on their question. If you answer their search better than others, Google suggests your page, and their trust of Google is transferred to you.
Cheaper leads that are also higher quality. Seems like a solid investment. Content Marketing for lawyers is usually more profitable than other niches. This is because each lead is worth more, because taking on a case could be worth 10’s of thousands for the law firm.
3. Your Knowledge of Your Clients Improves
One awesome thing that only comes with paying attention to the search results and volume of searches for specific keywords, is figuring out exactly what your client’s problems and needs are.
You start to find that many of them have the same questions and you learn where to find them and how to answer these questions. This will have a spillover effect into your practice as you become more aware of what makes your clients tick.
When it comes to being found by someone interested in the services you offer, you have to have amazing content that ranks for the search query.
So if someone types into Google “Am I eligible to file bankruptcy”. It is a great benefit to your business to create a quality piece of content that ranks at the top of the Google Search Results Pages so that they immediately find your website and read your valuable answer to their question.
Over time you will start to build up an authority in your industry and be seen as the go-to website when it comes to answering any legal related questions.
As you generate more traffic, you can begin to dive deeper into your Google Analytics data to see exactly what content your audience is looking for. This allows you to fine tune your content and give it the upgrades it needs in order to get more search traffic and convert better.
Pro Tip: If you are looking to learn more about how to Utilize Google Analytics to Improve Your Content and conversion rates, check out this comprehensive guide.
4. Building a Brand
As a lawyer, you probably spend (or have spent) a lot of time with other lawyers in various fields, networking in order to get client referrals from them in exchange for the same agreement on your side of things.
A lot of young lawyers starting out trying to market their firm are told to do this often, because even if it does not pay off now, in the next few years and beyond, there is a large payoff for this type of networking.
You need to start thinking of content marketing for your law firm in the same light.
While branding is not exactly the first thing that comes to mind when you think of a law firm, and certainly doesn’t sound so glamorous or effective to someone in your line of work, you need to understand that just like networking in the early days of your law firm, building a brand can make a massive difference for your company in just a few years.
Content marketing is the first step towards building a brand for your law firm. Over time, the work you put into making high quality and value-adding content now will add up and have a snowball effect on your website’s traffic and your client base.
Pro Tip: If you are looking for other creative ways to generate more clients for your law firm through content marketing, check out this comprehensive guide we made.
5. Integrate Content Marketing with Your Existing Campaigns
As a lawyer trying your best to market your law firm online, you are probably no stranger to paid methods of online advertising such as Google AdWords and Facebook Ads.
We are not here to tell you that content marketing is the end all, be all of the online marketing world, and that you should stop using paid ads for your law firm.
In fact, we are here to tell you the exact opposite. The truth is, the two types of online marketing need each other. Content marketing is far more effective when combined with paid ads and vice verse.
So, what does this mean for your law firm?
Well, if you have been using online advertisements, combining them with high quality content will help you to:
- Drive people who did not convert to your site
- Track people and retarget them
- Increase the chances that they click through
- Generate contact information for your audience
- See a higher ROI on your online marketing
3 Content Marketing Strategies for Law Firms
Alright, we don’t have the time to completely break down a complete content marketing strategy for your law firm here, that’s what we give free content marketing consultations for.
But, lat’s dive into a few examples of some great content you can produce for your law firm that are super effective.
1. Answer Frequently Asked Questions
One common question and concern is about how much it costs to hire a good lawyer.
One example of a helpful piece of content is to write “How much should a good lawyer charge me?”
This is commonly asked and if you can provide a helpful and detailed answer, you can rank for a term that people will be searching a lot.
As a lawyer, your content marketing campaigns should primarily aim to answer questions your audience has.
Inherently, there is a lot of confusion around laws, and professionals who can explain things in layman’s terms are wildly successful with their content marketing efforts.
To you, it’s just a day at the office, but to someone who is not a lawyer, legal issues are scary, undefined, and mysterious. Use your content as a way to educate your clients and give them peace of mind.
Pro Tip: To learn more about how to find out what questions your audience is asking Google, check out this complete guide we made.
2. Write Content About How Lawyers Can Help
People might be in the middle of a charge that they are completely unsure about.
It would be a great idea to write an article that’s called “11 Reasons you should fight your DWI case”. (Or whatever area of law you specialize in).
You will be not only helping someone who is currently in a very stressful situation, but you can add clarity for them and potentially be the lawyer that helps them fight that case, therefore winning a new client.
Answer questions like:
- What is your firm good at and why?
- Why did you decide to start practicing law?
- How have you helped past clients in similar situations?
- What are the next steps they should take?
- What are some do’s and don’ts in their situation?
Doing this will help you become an authority in your space, which is one of the main goals of content marketing for law firms.
3. Create Comprehensive Guides in Layman’s Terms
The reason people have so many questions about law is because it is often so confusing to them. To you, a lawyer, it all makes sense, but try to remember that to the average person, big ambiguous law terms mean absolutely nothing.
When you are writing to your audience, keep in mind that they want to read an article they can understand and relate to. You want to produce law content that brings value to your clients.
In order to do this, you want to dumb down your content a little bit in terms of the legal terms you are using. A great way to do this is to have content that explains what the terms you are using actually mean.
I cannot tell you how many times I visit a law firm’s website, to find that they have a blog filled with articles that clearly took a lot of time and energy to produce, but fell short of actually being able to help anyone who read them.
Taking the time to answer questions in Layman’s terms can make or break the success of your content marketing efforts as a law firm. You have to remember that you are writing to bring value.
If someone cannot understand what you are writing, and is not typing in “what are the statutes of limitations for aggravated DUI in the Commonwealth of Massachusettes” into Google, the chances are, your highly technical article will never appeal to them even if they do manage to find it.
Pro Tip: To find out more about what keywords you want to try to rank for with your content, read this in depth article we wrote.
5 Content Marketing Tips for Lawyers
When it comes to making the best blog content for lawyers, we have learned a thing or two about what works and what does not. In this section, we will go over a few content marketing tips that can take your law firm’s content marketing strategy to the next level.
1. Create Buyer Personas
We have to go in with a detailed plan before we start attacking our content marketing campaign. First, we need to be crystal clear about what the goal of creating this content is.
What part of the marketing funnel is a potential client in that is going to be seeing this content?
You drastically change what you’re creating when marketing towards someone in the Brand Awareness stage of your marketing funnel, than someone who is towards the bottom at the Decision Stage.
You need to understand clients needs fully and be able to put the answers in the right context to what they’re looking for. Creating a buyer persona for the various people who are in your target audience can help you to understand their needs at each stage of the buyer’s journey, in order to create more effective content for your law firm.
Pro Tip: For more on how to create buyer personas, check out this guide.
2. Create a Content Calendar
While it’s important to only be putting out valuable content that people need, as opposed to continuing to flood the web with half-hearted content like most businesses, you still want to be consistent with publishing.
People enjoy knowing that they can count on you for say 2 pieces of content per week every Tuesday and Thursday. You also are doing right by Google with this by providing fresh content.
So I also suggest that you open up a Google Spreadsheet (or Excel sheet if you prefer) and have a column with all the new content you want to be publishing, with when you want them to be published on the right. This will keep you accountable, organized, and make your life a lot easier.
We at PoofNewSales do this for each one of our clients, because it helps keeps things organized, focused, and effective.
Pro Tip: If you want to learn more about how to create a content calendar, check out this step-by-step guide we created.
3. Start With What You Have
You may have been publishing content on your site since 2009 when you first started hearing about its importance and SEO (search engine optimization).
But back in 2009, everyone was writing 500-word blogs and just stuffing them with their target keyword in order to rank for those search terms. Nowadays the landscape is much different and more competitive.
You don’t want to be creating content just to say that you did. Write with a purpose. If you’re going to do something make sure you do it right if you want it to be positive to your bottom line.
The most actionable tip for content marketing and SEO I can give you is this: go back and revisit all of your old content, and give it some content upgrades. You can even repurpose your old content to multiple platforms such as videos and ebooks.
Pro Tip: For more on how to upgrade some of your old blog content in order to be more effective in your law firm content marketing efforts, check out this great guide.
4. Pro Tip: Utilize Google Search Console
Go through Search Console to learn exactly how your articles are doing, and which search Queries people are using to find certain articles from your website.
What I then like to do is optimize the click-through rate on some of the already high-ranking articles to really start to drive some quick scores and move the revenue up much quicker than SEO results normally take.
What I like to look for in the Search Console, are pieces of content that have the highest number of impressions, which means that a lot of people are at least seeing it as a result on their results page but a low click-through rate because these are a prime candidate for an article that has room to improve.
There are many ways to increase your CTR that I talk about here, so we won’t get into all that in this article.
While in the Search Console you will also be able to find which content on your site has done well in the past and what hasn’t. This is where you should triple down on your strengths.
Maybe you made a list of “10 things a lawyer can help you with” that used to rank high in the SERPs but now has fallen out of favor. Maybe it’s time to update that piece of content with new thoughts and make it “23 things a lawyer can help you with”
Taking things that you know have been received well and making them better is always a solid plan of action. Using the information from the content upgrades guide above will help you to make the most out of your best performing blog posts and web pages.
5. Make Your Content Actionable
What is the reason that you have a website and are creating this content? It is one part of the marketing funnel and your goal is to lead visitors down your marketing funnel and take a specific action.
So with all this content, you want to help gently guide them down your funnel.
You don’t want someone to come to your site, consume one piece of content and be gone forever. Yeah, it feels good to be helpful, but you want them to become clients.
Make sure that your content is actionable and gives visitors a clear path to whatever you are ultimately hoping they take.
Add clear call to actions whenever they make sense.
Do you think you just gave an awesome piece of advice to someone that probably needs a lawyer NOW if they’re reading a specific piece of content?
Then feel free to add a button right there where they can give your law firm a call and set up an appointment with you.
Make it as free of friction for the visitor as possible.
Finding the Best Content Marketing Company for Your Law Firm
Content creation is not something to be taken lightly, as it can dramatically change your business.
You shouldn’t let creating content get in the way of running your law firm or helping your clients.
At PoofNewSales specialize in content marketing for law firms and attorneys, so rest assured that we understand the problems you face on a daily basis, and the roadmap to get you towards your content marketing goals.
For people interested in our law firm marketing services, we offer free consultations through discovery phone calls. These free consultations include:
- Free content analysis
- Content calendar creation
- Marketing strategy overview
- Website traffic analysis
- One-on-one custom content marketing strategy
- And more!
To schedule a call with one of our founders, and learn more about how you can generate more clients for your law firm online, click the link below.