When it’s done correctly, content marketing has the best ROI of any online legal marketing method. But to succeed at content marketing for your law firm, you’ll need to be committed to it over the long term. [5-minute read]
Traffic that comes to your law firm website from paid ads tends to be less targeted than traffic that comes to your site from organic, unpaid search results.
Whether a click comes from a friend or family member, an accidental click, a competing attorney, or an actual qualified potential client, every click on one of your law firm’s paid ads will cost you the same amount of money. And pay-per-click ads in the legal space tend to be among the most expensive. Between the expense of pay-per-click ads and the likelihood that many clicks on your ads will come from individuals who cannot be potential clients for your firm, PPC often has a poor return on investment for attorneys.
Paid ads also tend to be ignored by search engine users as the result of a phenomenon known as “ad blindness.”
According to statistics compiled by HubSpot, ad blindness is still a factor when it comes to the behavior of search engine users. Those figures suggest that between 70 and 80 percent of search engine users focus only on the organic search results that appear in search results, and that organic (content-based) SEO is more than 5 times as effective than paid search ads.
Content-based SEO generally has a much better return on investment than using paid ads to drive business to your law firm. Content marketing — which means marketing your law firm by continually adding high-quality, educational content to your site that provides value to your potential clients — is the best way to attract qualified potential clients to your law firm website.
But to do it correctly, there are a few things to keep in mind.
How to Build Your Law Firm Website’s Archive of Quality Content
Content marketing is not a quick fix marketing solution — it is a long-term marketing strategy.
You will not be able to implement a complete, successful content marketing strategy when your law firm website is brand new, or even in the weeks and months that follow. To do successful content marketing for your law firm, you will need to continue adding content to your site for as long as the site (and your law firm) exists.
The best approach to keeping up with your law firm’s long-term content marketing efforts is to first develop a solid content plan, then begin adding basic content to your site that gets increasingly specific over time.
Make sure that your site’s navigational structure and evergreen pages are in place and fleshed out before transitioning to an aggressive blogging strategy. Not only will your site’s evergreen pages explain just what your firm can do for your potential clients, but it will also help you to implement an effective internal linking structure for that content, which can help boost your website’s conversion rate.
Make sure that your content marketing efforts are targeting qualified potential clients by adding plenty of local content to your law firm website, rather than targeting a more general audience that isn’t likely to become potential clients for your law firm.
Transitioning to Law Firm Blogging and Other Forms of Content
By targeting specific long tail search phrases that your potential clients are likely to enter into search engines, you can maximize your chances that those potential clients will discover and engage with your website content.
There is an almost limitless number of specific questions that your potential clients may ask of search engines. Attorneys should attempt to anticipate those questions and answer them on their law firm websites.
Once you’ve built out your major evergreen pages, it will likely be time to add blogging into your strategy.
Use your blog to address more timely and time-sensitive topics, such as seasonal topics, recent changes in the law, policies, or procedures, and topics that appear in the news which are relevant to your firm’s practice area(s), or on which you are able to provide valuable legal insight.
Once you’re comfortable with your ability to keep up with regular blogging, you might also consider adding supplementary content to your site in other formats such as audio files, video, infographics, and downloadable content such as white papers and eBooks.
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