Blogs and practice area pages are both beneficial to your law firm website for engaging potential clients and connecting your website with more leads on search engines. Additionally, having multiple types of content on your website can help you maximize your marketing efforts and drive more business to your firm online.
So, what’s the difference between the two, and how can you get the most out of each type of content? Read on for a look into the anatomy of blogs versus practice area pages, the purpose and use of each, and tips for prioritizing your website content.
Blogs vs. Practice Area Pages: An Anatomy Lesson
The most obvious difference between blogs and practice area pages is in the type of content of the two pages. Blogs can help you declare your stance on topics of interest to your potential clients while practice area pages provide website visitors with easy-to-consume information about their legal problem, your firm, and a potential solution.
Blogs are typically:
- Increasingly niche in topic. For example, a family law blog can take a deep dive into obstacles that may arise in a divorce matter such as the division of crypto-currency in a divorce settlement.
- Great for specific passions. Pursue thought leadership through your firm’s blog by focusing on a specific topic within your practice area.
- Conversational. Blogs are a great way to connect with your ideal client in a way that speaks to them directly while showing your expertise as an attorney.
Practice area pages tend to:
- Remain evergreen. Evergreen pages aren’t likely to change significantly over time unless there is a major change in policy that would require an update to the information.
- Introduce a practice area. These pages will describe the services your firm provides, your role in the situation, and persuade a potential client that hiring you is in their best interest.
- Become increasingly specific. Practice area pages tend to have pillar topics with subtopics to provide robust coverage of the practice area. This helps your firm’s website to be found online when potential clients conduct searches related to their legal problem.
- Answer legal questions. Effective practice area pages work to provide answers to the questions your potential clients are seeking as thoroughly as possible.
Blogs vs. Practice Area Pages: Purposes and Uses
Blogs and practice area pages exist as separate spaces on your firm’s website and serve different purposes for reaching potential clients.
Blogs can help set your firm apart from the competition. Your blog is a valuable opportunity to create a personal connection with potential clients. Blogging is also a space to develop your online voice as an attorney and pursue thought leadership. Blogs can be used for:
- Reporting news stories. Use your blog as a place for analyzing news stories in a way that relates to your practice area and the geographical area you serve. Avoid simply summarizing a news story, instead give the reader your view of the event.
- Providing timely information on changes in the law or proposed legislation. Potential clients will likely find it worthwhile to learn about policy changes directly from a local, trusted attorney. Take advantage of this opportunity to develop your online voice and show you are engaged and excited about what you practice.
- Answering common questions. You may hear a lot of the same questions and concerns from your clients. These are perfect ideas for blog posts, allowing you to thoroughly address the pain points of your potential clients.
- Adding value to your website and drawing potential clients in. Blog posts provide extra value to your website that gives potential clients the chance to connect with you personally and professionally.
Practice area pages provide potential clients with context and background for their legal matter and detailed answers to their legal questions. These pages are meant to directly address the problems and issues of your potential clients to effectively gain their trust and, ultimately, their business. Practice area pages are best for:
- Explaining the services your firm provides. Breaking down your services in an approachable, reader-friendly manner can help to eliminate any barriers that may be preventing a potential client from reaching out.
- Data, statistics, complications, challenges, consequences and effects surrounding the incident your potential client has undergone or is facing. Provide context to your practice areas with real-world applications so potential clients can better understand their legal issue and the need for an attorney.
- Capturing the attention of your audience where they are. Targeted practice area content addresses the geolocation, common language, popular searches, and specific pain points of your potential clients. This helps you to avoid casting your net too wide and keeps you focused on your ideal client.
- Helping potential clients understand that hiring your firm is in their best interest. Potential clients dealing with an intimidating legal issue are likely seeking guidance on their next steps. Providing detailed advice can help you show potential clients that your firm understands them and their legal problems.
Blogs vs. Practice Area Pages: Prioritizing Your Content
While blogging is as equally valuable to your law firm website as practice area pages, there is a clear order of operations to creating this content that can help jumpstart your online presence. When your website is new, or you are adding a new practice area, it’s best to allocate your efforts toward creating robust, informative, and evergreen practice area pages. These pages will be focused on providing plenty of useful information to your potential clients that will ultimately help your website to be connected with more relevant search results on search engines.
Content marketing has a clear purpose and benefit to driving business to your law firm online, but many attorneys find this to be overwhelming to tackle on their own. The LawLytics built-in content generator eliminates this barrier to growing your digital presence with the fastest and easiest way to create personalized practice area content for your website. This game-changing tool allows attorneys to create several pages of locally-optimized content in just one sitting with just a few clicks and customizations. Simply choose from over 200 practice area topics, complete the customization fields, and publish pages directly to your LawLytics website.
If you’re ready to start targeting your ideal client online more efficiently but have concerns or questions on how you can get started, schedule a 20-minute interactive demo with a product expert today. Or, watch the LawLytics platform in action in our video demo.