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How To Measure The Success Of Legal Content Writing

There are many benefits to writing legal content, but it must be done correctly for it to be effective. As a client-driven legal firm, content marketing is vital for building your brand. In order to write well-written content, you need to consider the various aspects that make a good piece and then think about how your writing is going to reach the audience you intend to reach.

So how do you know that you’re doing content writing the correct way? There are many ways to measure the performance of your content, which mostly depend on the targets you set. Overall, continuous evaluation and keeping track of your performance through your targets is the key to getting things right and ensuring that your content marketing strategy works.

Evaluating Legal Content Writing Strategy

Having quality content that responds to a potential client's needs is a critical part of search engine optimization for law firms. It’s necessary to answer legal questions for potential clients. You can't satisfy a potential client's needs with numerous web pages describing your law firm's services. Crucial SEO goals can be accomplished by creating enough quality content on your website to answer these questions. 

Additionally, you can achieve more conversions and exceed your targets by evaluating your legal content and website through the following:

  • SEO audit
  • Improve website quality
  • Evaluate the legal website’s performance

1) Check Your Legal Website’s Health

Checking the health of your website, otherwise known as an SEO audit, involves analyzing some aspects of your website to provide a blueprint for an SEO strategy for your business. Such aspects are the following:

  • On-page elements
  • Website Infrastructure
  • Ease of website use and access
  • Off-page essentials for search engine visibility
  • The conversion rate of the website

Website audits are significant to identify the pain points and the necessary aspects of your website that need fixing. Doing this ensures that your content gets to its intended audiences. This also provides some pointers as to how to improve some elements of your content to have better reach.

2) Improve the Quality Of Your Legal Website

The purpose of an SEO audit is to identify and eliminate issues on your website. This is then followed by steps to improve the quality of your content and website to have a noticeable impact on your SERP ranking and content marketing campaigns. The following are the points of improvement that you can work on your website:

  • On-page SEO. Search engine optimization on-page is the optimization of your website's pages that will appear in organic (unpaid) search results. When it comes to SEO for law firm websites, on-page SEO is a crucial aspect. Furthermore, on-page SEO is divided into two phases; the first aims to improve the health and user-friendliness of your website, while the second improves the content to ensure it is keyword-optimized.
  • Link Building. Inbound links (i.e, backlinks) to your website are an essential component of any successful SEO strategy. Basically, a backlink is a hyperlink that links to your site from a third-party website. These links boost your popularity, authority, and overall ranking on search engines. However, the quality of these links is prioritized over quantity so you may want to improve on that if your site audit shows poor results regarding that. 
  • Specific Target Marketing. Identify your brand persona and focus on local SEO. With local SEO, you can promote your legal services to local consumers at precisely the right time. In general, law firms should try to rank locally, unless they specialize in international law. As a result, you will appear at the top of people's searches when they are looking for a lawyer in their area.

3) Evaluate You Legal Website’s Performance

The only way to effectively manage something is to measure it. There is no such thing as an instant success rate when it comes to marketing campaigns or SEO campaigns. Continuous evaluation and improvement is essential to achieve consistent results.

Measurement and improvement are the keys to successful law firm search engine optimization. You must measure the impact of your campaigns and improve them every time you do so until you get the maximum return on investment and engagement.

How Long It Takes For SEO Marketing Strategies For Law Firms To Work

SEO is more than just keyword rankings and website spot-on search engine results. Although it’s an indicator that content strategies may not be working if the company’s website isn’t showing in the search engine results, there are many other factors that can be looked into to know if an SEO strategy is working.

So the length of time that it would take for a strategy to work depends on many considerations such as the website’s traffic volume and the engagement rate of visitors. Moreover, these considerations are still dependent on the aspects of the website such as its:

  • Design
  • Content
  • Implemented SEO Strategy
  • Number of backlinks
  • The extent of competition for services

Furthermore, significant results can be expected within 4 to 6 months after the SEO strategy has been implemented.

Significance Of Consistent Evaluation Of Legal Content

Simply having a website is enough for your SEO strategies to generate conversions. A Zahavian research suggests that law firms with website content that isn't actively or regularly updated may attain significant results if the site is established with existing content.

But as the landscape of search engine results becomes more competitive, consistently evaluating and keeping track of the performance of your content is significant. The following are more reasons why you need to continuously evaluate the performance of your legal content:

  • Constant changes in search algorithms
  • Constant changes in displaying search results
  • SEO for law firms is becoming increasingly competitive
  • How you structure your content can make or break your reputation

1) Constant Changes In Search Algorithms

Google is constantly changing search results algorithms including your law firm’s website ranking. This can happen on any given day, so you need to be competitive. These changes emphasize that SEO isn’t something done overnight. 

Being a top-ranking website requires constant work to strive to stay on top of its game. Needless to say, the content strategies implemented in a given month may not work in the next. So it’s important to keep up and keep track of how well you’re performing based on the metrics.

2) Constant Changes In Displaying Search Results

Now that the bankability of paid ads through search engines has been established, Google has prioritized paid search results over organic search results, pushing the latter down right after paid listings. So it’s important to organically land at the top position to be more visible to your target audiences.

Additionally, search engines are different for each user in different locations. It’s optimized in a way that aims to provide the best user experience in search results. This happens because of the continuous personalized tracking by Google to learn more about an individual and allow them to have easier access to information available on the search engine.

In summary, search results are different for almost every individual. So constantly updating your metrics and strategies is essential to keep track of your target audiences.

3) SEO For Law Firms Is Competitive

Most people look for legal advice using a search engine, while some visit a legal website so they can take action. A majority of people, at 90%, simply scan the search engine results for fast and easily accessible data. 

People usually only pay attention to the first 5 suggestions or search engine results in the first page. Google usually gives over a million results for a single inquiry so staying at the first spots of the search engine results may be extremely expensive and difficult.

4) Content Builds Your Reputation

Thought leadership allows you to differentiate yourself from the rest of your competitors by expressing your authority with your content. By optimizing your content for search engines, you can lead the competition and generate more customers.

An estimated 49% of potential clients search for legal information online before consulting a lawyer. Your target market will always find your website the next time they have legal questions if you properly establish your blog and optimize your content so that it becomes searchable. Conversions in the form of actual transactions can be achieved by building trust among your target market segment.

How Hiring Qualified Content Writers Would Make This Process Easier

You can boost your brand by investing in a content writer who understands the legal industry and how to write for it. Using a sustained evaluation and improvement process to ensure the content writing strategy achieves the desired metrics is a rigorous process. So content planning is consistent and continuous.

Content writers with qualified experience in legal writing understand this process. The key is not to hire content writers randomly, you need to pick the candidates based on their qualifications.

Consistent Evaluation To Ensure Well-Written Content

SEO strategies are more than just incorporating keyword phrases. Achieving conversions requires credible responses to the legal queries of potential clients.

As more clients use the internet to have access to answers to their legal concerns, optimizing your website to make it an effective marketing strategy and information source is the key to gaining more conversions. This can be done through the consistent website and content evaluation to further implement improvements and exceed target metrics.

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