Before the internet, law firm marketing relied on space. Radio time, television spots, billboards, and Yellow Pages advertisements are all forms of space.
Yet, the main consideration for law firm marketing is no longer space. The internet has created an advertising platform where space is virtually unlimited. Because there’s no limit to the available space, law firms must now focus on getting the attention of their potential clients.
Ads are no longer enough to bring significant amounts of new business to law firms because they no longer appeal to most potential clients.
With unlimited space comes unlimited ads. As a result, potential clients have “ad blindness” and often use ad-blockers to filter the clutter.
Your potential clients are also savvy consumers. They’re less trusting of ads than they used to be. There’s so much to consume on the internet and yet so little time to consume it all. People have shorter attention spans than ever before.
Why Does Law Firm Website Content Matter In Legal Marketing?
Good law firm website content is essential to bring new business to your firm. Law firm website content (and blog content) is what attracts the attention of your potential clients. But there’s lots of content out there on the internet. Consequently, the content you write must rise above the rest.
Good content educates potential clients. It encourages them to contact you and inspires them to share that content with others.
To create good content on a consistent basis, having a content plan is essential. Law firm content plans help you prepare what you’ll write, when you’ll write it, and more. That’s important. To see the results of content marketing, you’ll need to publish fresh content often.
For attorneys, a content plan provides guidance and lets you make the most out of your writing time.
Great law firm website content has a specific purpose, format, and topic.
What Is The Purpose Of Law Firm Website Content?
Ask yourself about the purpose of your content before you start writing. A blog post is available to anyone who finds it online, but you can put an educational ebook behind a landing page to convert a visitor into a lead.
These two purposes often work together. A web visitor may find a valuable blog post, read it, and they may want more information. By creating a content offer, you can capture new leads. An example of this might be an educational ebook that they can download by providing contact information.
What Will My Law Firm Website Content Look Like?
When you’ve decided on the purpose of your law firm website content, decide what your content will look like.
Content can show up in many forms: blog posts, substantive evergreen pages, ebooks, infographics, videos and more. You’re not limited to provide information in one format.
A DUI attorney, for example, might create a blog post called, “How To Keep Your Driver’s License After A DUI.” But that topic could become a video or an infographic with the main points summarized.
Choosing A Content Format
The format you choose for your content should depend on:
The amount of information you’re providing. Text content should form the foundation of your law firm’s blog and website. You may want to choose formats like infographics when you can quickly summarize information. Formats such as video may be a good fit when you have a lot of information. If the information is both lengthy and valuable, you may want to create an ebook. You can then place the ebook behind a form to encourage new leads to provide their contact information.
Who the content is for. It’s one reason why creating law firm client personas is great for your firm. If you know who you’re writing for, it becomes easier to choose the right format. If your law firm client persona skims articles to learn more about their case or problem, maybe you’ll want to write a blog post. If they need information fast, maybe you’ll choose a short video or infographic.
Does your persona know they need to reach an attorney? Are they in the early stages of learning more about their problem? Be sure to customize your content to the needs of your law firm client persona.
How much time you have. Good law firm website content takes time. It’s why we encourage attorneys to create content plans. You’ll save time when you know what you’ll write, when you’ll write it, who it’s for and what it looks like. When you’re short on time, a blog post may be the best choice for you. Conversely, when you have more time, formats like video, infographics and ebooks may be a better fit.
What Will My Content Be About?
Lastly, decide what you’ll write about.
Great law firm website content educates clients and encourages them to learn more about their problem and your firm. Again, using a law firm client persona can be helpful, since it can provide you with a better sense of what to write.
Consider the answers to these kinds of questions before you write:
- What is this person’s background? Who are they?
- What problem or challenge are they facing?
- What are their goals?
- How can your firm help them?
By asking these questions, you make it easier to craft content that speaks to the potential clients your firm wants to attract.