Adding useful, trustworthy content to your law firm’s blog and website is valuable to your online marketing strategy. Your potential clients often have questions you’ve answered many times. Blog posts, for example, are one way to provide in-depth answers to those questions.
Law firm blog posts and substantive evergreen pages can help potential clients learn more about their case or problem. These pages can provide guidance for what they should do next.
But don’t overlook the value of a Frequently Asked Questions page. A good FAQ page adds relevant content to your law firm’s website that benefits your web visitors and can help your firm be found on the web.
Law firm website FAQ content can help your firm’s visibility.
FAQ pages can increase the likelihood that a potential client finds you. Many questions on a FAQ page can be similar to questions potential clients ask of search engines.
While these are questions you’re asked most often, the questions do not have to be broad. Aim to write specific questions to see benefits in search engine results pages (SERPs).
To get SEO benefit from a FAQ page, make use of long-tail keywords related to the questions potential clients ask. A long-tail keyword is similar to a basic keyword. (For example, maybe a basic keyword your firm wants to rank for is “DUI arrest.” As a basic keyword, it’s likely that there is a lot of competition for this term.)
A long-tail keyword adds to the primary keyword to create a more specific phrase:
- “Do I need to disclose a DUI arrest or conviction when I’m applying for a new job in California?”
- “Do police have to read me my Miranda Rights during a DUI arrest in California?”
Each of the above phrases contains the primary keyword. But these questions are more specific. In these examples, they consider a specific scenario in a specific place. The first considers a DUI arrest in the context of applying for a job in California. The second is a question about Miranda Rights during a DUI arrest in California.
Your potential clients rarely type primary keywords into a search engine and spend time hunting for results. They need answers and they need them quickly. They are more likely to ask questions of Google as they might to another human. These questions tend to be quite specific.
Using specific questions increases the likelihood of attracting qualified potential clients. They are likely to ask questions like the ones you’re answering.
Long-tail keywords can help you rank for specific terms. For example, a DUI attorney would have a tough time ranking for the term “DUI attorney.” It’s an extremely popular term and there’s a lot of competition for it.
When you create content with a primary keyword in long-tail form, (“Do I need a DUI attorney for a first offense in Georgia?”) you can improve your law firm’s visibility.
To learn more about long-tail keywords and your law firm, check out “What Successful Lawyers Know About The Long Tail Of The Internet” by LawLytics CEO and Attorney, Dan Jaffe.
A good law firm website FAQ page can encourage potential clients to contact you.
A good blog post can answer one or two questions with in-depth information. But a good FAQ page can answer several questions that a potential client has all at once. A benefit of a good law firm FAQ page is that it can answer several questions at once.
For example, here’s a question a potential client for a divorce attorney may have:
“How do I prepare to ask my spouse for a divorce?”
You can write an in-depth blog post on that topic, specific to your practice location. You can also provide information on a FAQ page, along with other questions that potential client may have:
- What is a collaborative divorce?
- I think my spouse is hiding money or assets from me. What can I do?
- Where can I learn more about community property?
- I have more questions. How do I contact your firm?
A helpful FAQ page can encourage potential clients to reach out to your law firm. Legal problems can be intimidating and confusing. Some potential clients may not realize they need an attorney yet. The more information you provide, the easier it is for them to learn about their case or problem. The extra information can create a bond of trust before a web visitor has even contacted you.
A law firm website FAQ page can help manage expectations.
A good FAQ page can help increase productivity at your law firm. When clients have questions, a good law firm website FAQ page can act as a resource for them. But a good FAQ page can also assist with client expectations to help prevent surprises. A FAQ page can address frequent questions about timelines, fees, or even what’s expected during an office visit.
Transparency can help to manage expectations. When client expectations don’t align with your services, problems can arise.
For example, a divorce attorney’s potential client might expect their divorce will conclude quickly because a friend had a similar experience. A DUI attorney may find a potential client expects a certain outcome because of a perception they have. A FAQ page can address smaller issues such as how quickly your firm returns phone calls or emails.
Your firm’s FAQ page can counter issues with potential clients whose expectations may be unrealistic.
Every client interaction is an opportunity for you to build a great FAQ resource for your law firm. Addressing perceptions and questions early on can comfort and educate potential clients. A FAQ page that aligns expectations, educates, and inspires potential clients is a resource that can increase law firm productivity and business.