According to HubSpot’s 2020 State of Marketing report, 70% of marketers are actively investing in content marketing because over 60% find it very or extremely important to their overall strategy. Why? Marketers can measure the success of their content marketing through total sales, website traffic, lead generation, social engagement, onsite engagement, SEO success, and authority.
If you want results from content marketing for your law firm, you will need the right content. In this post, we will talk about the five types of essential content for lawyer websites.
Main Website Pages
According to the American Bar Association’s Websites & Marketing Technology Report for 2019, 86% of law firms have a website. The goals of the main website page content for lawyer websites are to attract website visitors from search and convert website visitors into leads.
To achieve these goals, you have to create main website page content for keywords with commercial intent and a specific target audience. Commercial intent keywords are simply the terms people use on search engines when looking for a product or service they want to buy.
For most law firms, the main website pages will be the combination of the following.
- The home page, where you can target your broad commercial intent keywords (such as family law), primary location (such as New York), and law firm’s name.
- The about us page, where you can target your law firm’s name, broad commercial intent keywords, and primary location.
- The individual lawyer biography pages, where you can target your long-tail (more specific) commercial intent keywords (such as personal injury attorney), primary location, and lawyer’s name.
- The contact us page, where you can target your law firm’s name, broad commercial intent keywords, and primary location.
- The location pages, where you can target your law firm’s name, broad commercial intent keywords, and specific office locations down to cities or neighborhoods.
- The main practice areas page, where you can target your broad commercial intent keywords, primary location, and law firm’s name.
- The individual practice area pages, where you can target your long-tail commercial intent keywords (such as property division), primary location, and law firm’s name.
- The reviews or testimonials page, where you can target your law firm’s name and primary location or specific office locations.
Your law firm’s website may have more pages, but these are a good starting point for law firms that are just starting out. You can visit other law firms to see what additional pages you can add to your main website content to optimize for more commercial intent keywords.
The key to a solid website page is to gear it towards converting your website visitor into a lead. Choose at least one commercial intent keyword phrase and use it in the page’s title, in the page’s main image filename, and throughout the page’s text.
Your content should ultimately lead visitors want to contact your law firm for more information. Create content that makes them make that call, submit their information through your contact form, or start a live chat with an online agent.
Landing Page Content
If your law firm plans on advertising through Google Ads, Facebook Ads, display advertising, or another PPC platform, you will need landing pages. These are going to be similar to your main website pages, except they are going to be streamlined to enhance conversions.
What are the main differences between your main website content pages and your landing pages for PPC? A landing page has one main goal: either to get the visitor to make a purchase or to submit their contact information. Since every click to a PPC landing page costs money, it’s important to ensure the most conversions possible for the highest return on investment (ROI).
Most marketers will extract anything from a landing page that would distract website visitors from achieving the landing page’s goal. This would include eliminating the website’s navigation menu, sidebar items, links to social media, and any text/graphics that didn’t relate directly to the landing page’s goal.
Since your landing pages are going to be similar to your main website pages, you don’t need them indexed by search. You will need to use your content management system’s search settings to set your landing pages to noindex as to avoid duplicate content or doorway page issues.
Marketers optimize blog content for informational intent keywords. These are the opposite of commercial intent keywords. People who enter informational intent keywords into search engines just want to learn about something. They may want to buy later, but not just yet.
For example, someone who wants to hire a family lawyer now would search for a family lawyer near me, family law firm, divorce lawyer, divorce attorney, etc. They have commercial intent. Your main website content is created for this audience.
Someone who may want to hire a family lawyer in the future would search for how does divorce work in my state or how do I legally separate from my spouse. They have informational intent that could lead to a purchase in the future. Your blog content is created for this audience.
Most law firms shy away from blogging because it sounds like a huge undertaking. Ultimately, if you want a large library of blog content that is being churned out on a weekly basis, you would need to dedicated a resource in-house or a freelance writer with legal expertise.
Or, you can take it one post at a time and treat it like creating additional website pages. Except now, you are creating content in a less formal tone and targeted towards a different audience. Unlike your main webpages, your audience may not want to buy today, but they may want to buy in the future.
The best way to come up with blog post ideas is to have everyone at your law firm write down the questions clients ask on a regular basis about your practice. Then use your blog posts to answer those questions. Once you’ve crafted a blog post, use an SEO tool to optimize your blog post title for a good keyword phrase.
Another good way to come up with blog post ideas is to look at the questions asked on Rocket Lawyer, Justia, Nolo, and similar networks. These networks are not only a library of content inspiration, but they are also a great place to learn how your clients refer to your practice terminology.
The key to a solid piece of blog content is to make it educational, a minimum of 600 words, and include at least one image on the page. And most importantly, choose a keyword phrase and use it in the blog post’s title, in the image filename, and throughout the blog post’s text.
Alternatively, if you are already creating videos or podcasts, you can use those as blog content. Simply include a transcription of the audio portion of your video or podcast as the text of the blog post for keyword optimization benefits.
Not every website visitor is ready to become a client, which is why law firms use email as a way to build a list of potential future clients. If your law firm plans to use email marketing, you will need content to send to your email list. There are a variety of ways to create content that will keep the subscribers of your email list engaged.
- You can send a teaser snippet, synopsis, or the full-text of your blog posts/transcriptions as your email marketing campaign.
- You can create weekly newsletters that deliver local news, industry news, and other information related to your area of law, community, or market.
- You can create unique content for email subscribers only. Provide educational content that expands upon answers or concepts presented in blog posts.
- You can create an email series that teach people about your area of law, what to expect when they start working with your law firm, or what to gather together before they come to their first meeting.
Some law firms will also share their latest email newsletter or broadcast on their website. The hope is that people will see the content of the latest email and subscribe based on its value.
No matter what content you choose to send in your email marketing, remember to be consistent. Also, keep the goal of your email marketing in mind. If it’s to bridge the divide between converting a blog reader into a client, then create content that is up for the task.
Social Media Content
In the past, social media content has been mostly short and sweet text posts that promoted your website and blog content. And it still can be, especially be for law firms that don’t have the time to dedicate to constantly creating videos, for live streams, stories, snapchats, TikToks, and all of the other new social media outlets.
For the main social networks, the best social media content will typically include media (image or video), text, hashtags, and a link. The link may be back to your website or to other good sources of information for your audience. If you send a mix of information and promotional social media content to your audience, you’ll get a better reception to both types of content.
Once you have your main social media posts, responses, and private messages under control, you can expand your social content to video. Be sure to create a video that can be saved and used in other places, such as a new post on your blog. That way, you get twice the mileage out of your content.
What type of content gets the best results on your website? Let us know in the comments.