New technologies, COVID-19, and constantly changing consumer habits have changed the legal industry for good.
Some long-overdue changes are taking place now.
Services that are moving 100% online include:
- Discovery
- Client calls
- Traditional person-to-person services
Law firms realize that high online visibility is essential in today’s world. However, not all of them understand that content plays a vital role in making them visible to the world.
Most popular legal content marketing strategies include:
- Video
- Blogging
- Webinars, and
- Other kinds of content that help your law firm get more visibility
Suppose you are the owner of a law firm. In that case, specialized legal content marketing should be a very important part of your marketing strategy.
Why Should You Choose Content Marketing?
By using content marketing, you can 10x your firm’s growth. The content published by you or your digital marketing company:
- Becomes the face of your law firm.
- Confirms your expertise in different genres or specialized verticals of the legal industry.
- Acts as the perfect ice-breaker for you and your potential client.
There is a wide range of reasons why you should use legal content marketing:
- Lower Cost: Compared to traditional marketing, content marketing is 62% less expensive. This has made around 28% of the marketers lower their overall spending on advertising. They are now allocating more funds to content marketing.
- More Lead Generation: It generates three times more leads than conventional marketing.
- Higher Conversion: A survey has found that companies have generated six times more conversions by implementing content marketing strategies.
Therefore, you can generate more online traffic and qualified leads by spending less on marketing.
Top 5 Reasons Law Firms Need Specialized Legal Content Marketing
1. Legal Content Marketing Helps in Search Engine Optimisation (SEO)
When you write content regarding the legal industry, your prospective clients know about your firm. It also tells the search engines (such as Google, Bing, and others) about your law firm and how much you know about it.
Your content lets the search engine know about:
- The offerings of your law firm
- Location of the company
- Persons involved with the firm and industry
- The persons who will benefit from your firm’s services, etc.
Content marketing helps your website or webpage rank high on the Search Engine Results Page (SERP) of a keyword or multiple keywords. These keywords are the terms with which users (or your potential clients) look for legal services in a search engine (say, Google).
2. Content Marketing Helps You Get More Backlinks for Your Website
When you write authentic and high-quality legal content, other websites refer to your website or content with backlinks. However, other sites in your domain usually refer back to you only if they consider your site authoritative.
When your site or webpage gets a backlink, it strongly signals to Google that your website provides valuable information. Backlinks also help your website get referral traffic through these backlinks.
3. Content Marketing Helps You Get More Social Shares and Traffic
Legal firms can enhance their appeal among their target audience by creating content that is:
- Creative
- Answer FAQs
- Written on interesting topics
- Answer What, Why, and How
Many marketers believe that some content types invoke social sharing. In this way, it helps your content reach a wider audience without making an extra effort.
Some of the content types that have a high probability of sharing include:
- Video content
- Infographics
- Adding social proof (such as testimonials and customer reviews) to content, and many more
You can use these aspects to make others share your content on social media and, in turn, increase your website’s traffic.
4. It Helps you Convert Traffic to Leads
You can easily convert your users or traffic into your law firm’s business leads and clients. Conversion Rate Optimization (CRO) is the answer. In addition, you can optimize the content of your website or tweak the content marketing campaigns to optimize your content.
Subscribers, cases, and leads can be increased by following some of these aspects:
- Add compelling CTA (Call-To-Action), including “Click Here,” Subscribe Here, Buy Now, Contact Us, and others.
- Speed optimization of a website
- Customization
- Navigation
- Contact Forms and many more
These are some of the ways how you can personalize your content and increase on-site conversion of your website.
5. Increase in Authority and Reach of your Website
You can increase your law firm’s reach as well as authority by including:
- Client reviews
- Referrals
- Networking
- Guest speaking
Your authority in a domain increases when you publish informative content, which helps your prospective clients get authentic content and support. Once your traffic realizes your authority in the legal profession, your target audience will automatically approach you for your services.
Final Words
You’ve to be extra cautious while creating your content marketing campaign. If you are making an advert copy, you should set reasonable expectations. Unrealistic claims should be avoided. When it comes to user information, you’ve got to remain discretionary. You should convey your message by meeting strict ethical and legal standards.
