This post continues my discussion on how to build the best website for a law firm. My last article looked at why attorneys must utilize data when building their website. Way, way, way, way (way) too many lawyers approve of a website’s layout simply because they personally think it looks cool and they include items in a navigation menu simply because they, the lawyer, think those items are important. The problem with this approach is that it amounts to showing potential clients the presentation that the lawyer wants them to see instead of providing a presentation which the potential client wants to see. Well, I hate to break it to you, but that’s going to leave your potential client frustrated and will cause them to visit another law firm’s website instead. The concept of showing people the things that they want to see also applies to the topic of this article – how to develop a proper content strategy for your law firm’s website.
You’ve probably heard the phrase that “content is king” when it comes to your law firm’s website. The problem with this statement it’s not really accurate. The true king is useful content which people are actually looking for. Too many lawyers simply start filling their blogs, and their static pages, with the information that they want the client to see. If you want to develop a truly successful website then your entire focus should be on the content which people want to see.
I’ve written before on how attorneys should use their analytics data in order to create content. I won’t re-hash that article here. The big point to make is that you can use the data, within your analytics account, to determine what it is people are actually finding useful. If you’re maintaining a blog then take a look at your analytics and see which blog posts and static pages have generated the most organic traffic over the last 180 days. You should then write more content on those particular topics. Articles which are not generating traffic represent topics which you should devote less time and resources to. It really is that simple. When applying this strategy it doesn’t matter if the analytics are directing you to develop content about a topic other than what you think is important. Facts don’t lie and your analytics are providing the facts which show the forms of content that people actually find important.
Want to get more traffic? Of course you do. Do you want that traffic to turn into phone calls? Of course you do. The trick to getting more traffic and turning it into phone calls is to provide people with the information that they actually want to see. Using your analytics is how you do so.
Why do you feel so many attorneys don’t focus on their existing data when developing a content strategy? Please chime in through the comment form below.