In the past, legal information disseminated via the Internet was for academic purposes only. With the onset of digital marketing, the materials became effective instruments to not only promote the firm’s practice, but to reach out to more clients as well.
An online article says that around 80% of prospective clients visit a lawyer’s website when looking for firms to consult. To capture the interest of these users, frequent blogging and content sharing have to be practiced as part of legal marketing techniques to boost online visibility.
Meanwhile, a Hubspot report from last 2012 said that more content-filled blog pages appeal to the majority of clients. Updated and well-written content in your pages will ensure a steady flow of traffic as it will also become an asset against competitors. It is recommended that blogs should be updated around two to three times a week, with each post between 300-400 words.
Know the Target Audience
Faster data reception in recent models of smart gadgets reduces the attention span and patience of readers using online materials. Getting them glued to your articles requires research on each user’s browsing patterns, particular preferences and expectations with what they see on the Internet.
To understand these elements of online marketing for lawyers, marketers would have to identify current online trends through analysing the most searched topics, demographic data and virtual interaction between users. Another productive way is to observe specific content types that correspond in keywords used in queries, including the ones created by your competitors.
Content for Legal Firms
Various activities involved with the practice such as scheduled conferences, client appointments and other related events may be organised using an editorial calendar on your website. This will also help you plan the topics you’re going to post. Content will be more engaging and relatable if you build the subject matter around success stories of the cases you have dealt with, in addition to the knowledge you learned from studying your target audience. To establish credibility, don’t forget to include quality sources, such as reference websites and even books.
Furthermore, most readers are hardly adept with legal matters, writing in layman’s language or in a “human” tone will make the pieces more relatable.
Most marketers in the legal industry outsource digital marketing services like those provided by Sonic Responsive for more positive results. Let them guide you to increasing awareness of your practice and in doing so, attract more clients.
Converting Blog Readers into Leads and New Clients. Lawmarketing.com.
A Content Marketer’s Guide to SEO: A Checklist. Searchengineland.com