Increasing your law firm’s organic search visibility through content marketing is a proven, cost-effective method of attracting clients to your firm. But once you’ve got a solid content plan for your law firm website in place, be prepared to implement that strategy and continually add content to your site. [7 minute read]
Attorneys who hope to maximize the online visibility of their law firm websites over the long term and maximize the ROI for their content marketing efforts need to familiarize themselves with Google’s Webmaster Guidelines sooner rather than later (if they haven’t already done so).
In keeping with the expectations of those guidelines, attorneys need to be sure that the content they provide for search engine users is as thorough and complete as it can be. To that same point, attorneys should also make sure that they provide website content that is geared primarily toward users, as opposed to creating content with the single-minded focus of gaining visibility on SERPs.
Here’s what you need to know about implementing your law firm’s content plan.
Be Strategic When Adding Content to Your Law Firm’s Website
In another recent blog post , we discussed the importance of creating a content plan for your law firm website to optimize your website’s navigation, support your ability to create an internal linking structure within your site, and to help you keep up with a long-term content marketing strategy.
It is not necessarily important to have vast amounts of content on your site when the site is launched. So long as you have a content plan in place that focuses on the goal of continuing your firm’s content marketing efforts over the long term, it is probably sufficient to have enough information to tell your potential clients who you are, what you do, and where and how to get in touch with you at the start.
As you craft your content plan and begin to add content to your site, you will want to flesh out the evergreen pages on your site (including the practice area and detailed law pages of your site) as much as possible before transitioning to an aggressive blogging strategy.
The evergreen pages of your site are likely to answer the vast majority of your potential clients’ questions about their legal situations better and more completely than your blog content will. But your evergreen pages will also be easier for your potential clients to find after navigating to your site because those pages will have a permanent place in your website’s primary navigational structure.
Write Your Content Yourself or Find a Qualified Expert
There is no denying that implementing a successful content marketing strategy for your law firm website requires a time commitment.
Data suggests that the most successful websites blog or add fresh content upwards of eleven times per month, which averages out to more than two new pages per week. That said, unless your law firm’s caseload is low enough that you actually need to dedicate your free time to building your client list as opposed to logging billable hours, you may want to outsource some of your content marketing efforts to a qualified ghostwriter.
There are a handful of purists out there who believe that attorneys should be writing all content on their sites by themselves. Many of those purists also argue that writing law firm website content should be enjoyable to all lawyers.
But the fact of the matter is that many attorneys are already stretched thin for time as it is, and ghostwriting is already an ingrained part of the legal profession. From where we stand, there is little difference between delegating the creation of a legal brief to a paralegal or law clerk and outsourcing the creation of your law firm’s content to a qualified professional.
The difficulty for many attorneys, however, comes from trying to find a writer that is qualified and knowledgeable enough to provide content that will move the needle for their law firm website without putting them at risk of an ethics violation.
If you decide to hire a third-party provider to help build up your site’s archive of quality content, ask that provider a few questions before signing on the dotted line. Namely, does that provider understand legal ethics? Are they familiar with your practice area(s) and the geographic region where you practice? And, are they able to provide content that remains within Google’s Webmaster Guidelines?
If you have the time and want to create your law firm website content yourself, go for it. After all, nobody is likely to understand your potential clients better than you, their attorney. But if a provider can prove their ability to competently write effective, legally accurate, ethics-compliant content on your behalf, there is nothing wrong with outsourcing the effort.
Ultimately, the goal of your website content is not to serve simply as a point of pride (though a quality law firm website is definitely something to be proud of). The goal is to help your potential clients find your site and build trust in your law firm to help your firm build its client base. With a little bit of forethought and persistence, implementing a content marketing strategy over the long term will do just that for your firm.
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