2020 is just around the corner, and if your law firm’s website didn’t produce the business that you wanted in 2019, it’s not too late to start thinking about how to revamp your approach.
The best way to improve your law firm’s website marketing — or continue with the success you had this year — is to have a plan in place. Here are three things you can do to prepare for the new year.
Reflect on the state of your law firm’s website in 2019.
Before you develop your website marketing strategy for 2020, assess what worked — and what didn’t work — to draw in new clients in the past year.
If your law firm’s website isn’t drawing the kind of traffic that you’d like it to, a lack of high-quality website content could be a contributing factor. If you have website content, you’ll want to take a close look at the quality and quantity of it.
Success with content marketing takes time. However, to answer the question of how much time is required to succeed, attorneys have to look at a variety of factors that affect their firm in a unique way.
Here are several things that can affect the amount of time it takes to see your content marketing strategy pay off:
- The quality of your law firm’s website content
- The quantity of your law firm’s website content
- The uniqueness of your law firm’s website content
- How user-friendly your law firm’s website is
- The competition in your particular practice area(s)
- The competition in your geographic area(s)
For an in-depth look at each of these factors, see “How Long Does it Take For Content Marketing to Work For Law Firms?”
Make a law firm website content plan for 2020.
Content marketing is the most cost-effective way for attorneys to drive potential new clients to their firms. The best way to do law firm content marketing is to start with a well-defined plan. Planning increases the likelihood that you’ll address your target audience, stick to a publication schedule, and know what’s been covered.
When you make a content plan, start by defining how your law firm’s website fits into your marketing goals. If you want to use your law firm’s website to drive new business to your firm, make sure that you know who you’ll be addressing with your content.
Write down who your ideal clients are. What are they like? What are their most common issues and questions? How are they consuming this information? What demographic do they belong to? You may want to develop a client persona to help you determine the answers to these questions.
Next, you should brainstorm content ideas that address the kinds of questions your ideal potential client is likely to ask. Because you’ll likely develop both evergreen pages and law firm blog posts, you’ll want a clearly defined strategy for how — and when — you’ll develop each of them. (To learn more about that topic, listen to our podcast episode on developing evergreen pages and blog posts.)
After you’ve developed your content ideas, assign responsibilities for the content. If you’ll be writing for your website, it’s still important to define your content’s timeline and the dates when particular pieces will be published. If you’re hiring a writer to help you with your content, assigning responsibilities will help you ensure that person stays on track.
For a detailed look at content planning, see “Creating a Content Marketing Game Plan For Your Law Firm.”
Use the time you have left in 2019 to get ahead of your law firm website marketing schedule.
If you’re at the stage where you’ve already developed a content plan, that’s great — just make sure you’re keeping up with the habit of writing new content for your law firm’s website.
If setting aside time to write for your law firm’s website and blog is not yet a habit for you, the end of 2019 can be a great time to make that habit stick, especially if you’re in a practice area that slows down toward the holidays.
Make a habit of blocking off thirty minutes to an hour each day to contribute to your content plan; shut your office door and set your phone to “Do Not Disturb” mode. Create a distraction-free environment for yourself to write. If you’re at a point where you can write without distraction, you can develop a larger volume of high-quality content before work begins to pick up again. You can use that free time to develop long-term value on your website and get ahead of your original plan if you’ve got time now.
If you’re at a point in which you have not yet developed a content plan, right now can be a great time to put that together so that you can hit the ground running in 2020.
Prepare your law firm’s website for success in the new year.
Law firm content marketing works best when you have a plan. Learn more about content planning for attorneys before the new year with the following resources:
- Webinar: Content Planning Clinic Part I
- Podcast: Content Planning For Your Law Firm
- Blog: How to Create an Effective Content Plan For Your Law Firm’s Website