Law firms and legal professionals used to thrive through word-of-mouth referrals. But as the pandemic caused a shift in how transactions are done and customers are reached, it’s important to start learning how to reach potential customers through an optimized SEO strategy.
So what can be some possible ideas for legal content? Showcase your capability as a legal professional by knowing what your target market segment is searching for, which will serve as the main point of your content. Make sure that your content educates potential customers on the topics that are relevant to them, and in a language that’s readable to them.
The importance of having good content as a Search Engine Marketing (SEM) strategy is not acknowledged by most firms. However, it’s actually essential to recognize this opportunity to gain a competitive advantage in reaching customers. Most potential customers go online for almost all of their concerns to look for answers in their search engines.
There are many creative yet professional ways that you can do to present information to your customers. The written content should be both informing and catering to the needs of your target consumers while showcasing your capability as a legal professional (or a law firm). Below are some content ideas that you can write about to boost your legal services:
This is the best way to give the customers a hint of what you can do as a legal professional. Legal strategies are similar to giving a list of advice, however, it differs in the series of actions that are stated in the written content. In addition, legal strategies delve deep into how to avoid, comply, or take advantage of certain lawsuits to ensure that your rights and responsibilities are being met.
Writing about legal strategies shows potential customers how your firm handles legal situations by integrating recommended actions into an anticipated event. This is usually relevant to businesses or firms as part of their business plan.
Depending on your target audience, give advice that is scan-friendly. You can do this by writing an article that gives a list of points of advice. These points can be about prevention, compliance, or basic rights. Some examples of top advice lists are the following:
These are catchy, readable, and relevant to a certain group of users. However, be mindful of relying too much on marketing yourself. Make sure you still maintain a sense of professionalism as you create this kind of legal content.
Being straightforward is also another option that you can choose. Know the common legal issues of your target market and provide an easy, clear, and understandable step-by-step guide on how to resolve these legal issues.
This is a common type of content that not many firms are aware of. Law firms can benefit from location pages by targeting cities or geographical locations that law firms aim to target. Do take note that not every local municipality on the map is targeted using location pages.
Setting a geographical barrier requires you to target your client personas in a city that is 10 to 20 miles from your office. Key locations are essential, but remember that people may only travel a relatively short distance to access the services of a high-quality lawyer.
One of the objectives of promoting your firm through legal content writing is to adapt to the shift in how people access the legal marketplace - through search engines. Frequently asked questions (FAQ) provide straightforward, short, and informative content about a legal concern that’s frequently searched by your target market segment.
According to reports, 96% of likely legal clients use search engines to find information about legal services. Doing your FAQ correctly is crucial in generating trust and loyalty among your target market segment. Answering in a complete and concise manner can leave them wanting for more in your website and looking up to your firm as a reliable source.
Depending on your legal office or firm’s advocacy, your target market varies. Some market segments don’t bother themselves too much with the technicalities and complexities of the legal industry, but there are market segments that require this. Lengthy analysis may be essential to some market segments that require more proof of your credibility and professionalism.
Some people may find it interesting to know each side of the argument in every legal issue. While these are already provided in newspapers, you can also feature this kind of content in your website or blog. This allows your potential customers to see where you stand in an issue and where your sympathies lie.
Do note that it’s important to maintain your objectivity on each subject matter in a politically correct manner.
Laws are revised, updated, or created almost on a regular basis. You can establish authority in the legal marketplace by providing updates on recent law changes and revisions. Depending on your target market segment, this can be too complex. You can provide more insight and make your content more relevant by providing a summary of the changes and developments of the featured law.
How you present myths and misconceptions depends on the type of target market that you are targeting. You can do FAQs or top advice lists to debunk myths and misconceptions, or you can simply dedicate an entire content page to this. This will help educate your potential customers and positively affect the image of your firm as a reliable and trusted source.
People are now accessing legal markets differently as a result of the pandemic. It is therefore imperative lawyers and law firms recognize the importance of leveraging different marketing platforms to promote their services.
Developing your brand as an expert and authoritative firm that can provide reliable legal client-driven services requires an understanding of the profound significance of content marketing.
The following are the benefits of effective content writing for law firms and legal professionals:
When it comes to reaching clients, the legal industry can be cutthroat and competitive. Therefore, content is crucial in giving your customers an idea of how you handle legal matters. You can demonstrate to a customer who you are, what you can do, and what they should do by providing them with actionable takeaways.
Law professionals and their target market develop a stronger bond through content marketing. This means that content marketing isn't simply a method of generating leads and converting them into customers; it can also be viewed as a method for managing customer relationships.
Proper use of keywords as an SEM strategy is effective, but you can further enhance and boost results from that strategy by integrating a comprehensive marketing plan that includes other complementary platforms. Some legal professionals are exploring and thriving in social media and online forums.
The central aspect of this strategic integration is relevance demonstrated through professionalism. So aside from search engines and social media, you can also try the following complementary platforms to boost your content:
SEO is more than just throwing keywords awkwardly all throughout your content just so your potential customers would find you. The topic, relevance, and overall sense of your content should be the top points prioritized by a legal content writer. The keywords are just then incorporated once the essential parts of the articles are included.
Further, optimize your legal content by doing the following best practices to boost your reach and ensure stable conversions:
Have a deep knowledge of your buyer persona to understand who exactly you are writing for. You can start by sticking to the advocacy of the firm or your target clients as a legal professional before proceeding to write a series of comprehensive yet relevant and readable articles.
This also helps you avoid being too general, or using inconsistent language. You don’t have to simply target 1 buyer persona for the entire website, you can target multiple personas for each content but make sure that the content is clear on its intention and its target audience.
Identifying a specific set of audiences leads to generating loyalty and building relationships. Knowing the right language to approach a specific segment makes content more personal, which will make it easier for potential customers to approach you for your legal services.
Furthermore, identify the following characteristics of the target customers to create useful and relevant content for your legal website:
The goal of creating SEO-friendly content is to boost your content's visibility in search results by optimizing it to rank higher in search results. Non-specialists may find the legal industry too complex and eloquent, so using SEO tools is important to make them understand legal jargon.
You can become more visible if you incorporate important and useful keywords into your content based on what your target clients are searching for. However, do take note that the manner of presentation of the keywords is a big deal. It’s imperative that your content generates useful leads and conversions. Use the available SEO tools and resources online that your content writer thinks are the most suitable for you.
Your marketing strategy may thrive on its own or be enhanced using the right platforms and best practices, but it can even generate superior results when you further collaborate with other websites.
You can collaborate with other blog spots and generate backlinks to promote your website. Add links to other sources in your own content and collaborate with other sources so they can add backlinks. These backlinks represent connections between websites, which can further boost your website’s ranking.
There are some writers who consistently use the language of a salesperson in their content. Despite the fact that you are supposed to sell yourself in your content, it shouldn't be too obvious.
Content writers with experience writing for the legal industry can help you create content that's relevant and rich in information, boosting your brand.
In order to drive customers to your legal services, you need more than just a website. The goal of content writing is to be competitive in demonstrating what you can do for your target clients as a legal professional. So it’s essential to ensure that your content educates potential market segments on relevant topics in a professional yet readable language.
And while relevance is the main idea of content writing, your efforts would be a waste if you don’t employ the right SEO techniques for an effective integrated content marketing strategy. Before anything else, identify your target market to have a deep knowledge of how to be relevant. This will be helpful in incorporating SEO strategies for enhanced market reach.