If your law firm’s website didn’t produce results for your firm in 2019, the beginning of 2020 is an excellent time to create a winning strategy for your law firm’s web marketing. Here are three things to do that will help you build a website that drives more potential clients to your law firm.
Develop a law firm content plan.
The most cost-effective way to attract new business to your law firm is by developing a content marketing strategy that addresses the needs of your potential clients. For content marketing to work well, it’s a good idea to create a content plan.
If you’re worried about launching a new website that has very little content, keep in mind that so long as a potential client can identify who you are, where you are, and what you do, a law firm website can stand on its own while you begin developing the content library that will drive new potential clients to your firm.
While there’s no one-size-fits-all plan for law firms, the vast majority of small firms benefit by developing their practice area pages before they move onto a more aggressive blogging strategy.
To learn more about developing these kinds of pages, see: “When to Create Evergreen Pages & Blog Posts on Your Law Firm’s Website.”
Think like your potential clients to write better content for your law firm’s website.
Content marketing works best when you focus on the kind of potential clients you’d like to attract to your firm and the information that they need. If your website’s content is too general, it becomes difficult for potential clients to find you. If they do find you, overly general content may not resonate with them.
If you want to create content that improves your firm’s visibility and helps you connect with potential clients, it’s best to start by thinking like your potential clients.
Writing content that mirrors the way that your clients think makes it more likely that they’ll find you when they conduct searches — and more likely that they’ll connect with what you have to say.
Start by thinking about the kinds of cases or matters do you want to attract. You may want to consider developing a client persona to help you narrow down the types of individuals that would likely make up your client base.
Then focus on the kinds of questions that these potential clients are likely to ask and develop detailed, educational content around those questions.
Consider that a lot of clients search by asking complex questions to search engines rather than searching for short, keyword-y phrases such as “Baltimore Personal Injury Attorney.”
Instead, potential clients are likely to conduct searches that are research-focused. (“What should I do if I got injured at my construction job in Philadelphia?” or “When is a dog owner responsible for a dog bite in Georgia?”)
To learn more about developing content that resonates with your potential clients, see: “How to Write Like Your Clients Think.“
Provide user-friendly navigation on your law firm website.
When a potential client visits a page on your website, where will they go next?
If your law firm’s navigation is unclear, potential clients will have a hard time finding other information they need, or that may be of interest to them. If that’s the case, they’re likely to go elsewhere to find the information they’re looking for.
Good content is a crucial aspect of attracting new business to your law firm. However, your website needs to provide a user-friendly experience for potential clients. Good website navigation is part of that user-friendly experience.
Unclear or cluttered navigation can confuse potential clients, turning them away from your law firm’s website before they’ve had a chance to explore how your firm can help them.
As you begin to develop your law firm’s content, start with simple navigation. As you create more pages, you’ll need to create a streamlined structure that makes sense to your users and guides them from topic to topic. (Unlike some other website options for attorneys, LawLytics makes nesting and reordering pages easy to do.)
To learn more about developing website navigation that guides your potential clients the right way, see: “How to Develop a User-Friendly Navigation Over Time“.
Start or improve your law firm’s website with LawLytics.
If you want to start a new website or improve your current website using best practices and system that sets you up for success, request a demo of LawLytics. During the demo, you’ll get to explore the LawLytics control panel and see how easy and affordable our platform makes growing your website and your practice.