In order to attract clients, your website’s content needs to be more than an explanation of who you are and what you do. You need content that will entice people to visit your website instead of another firm’s. Utilize these ten suggestions to increase your traffic, but remember that the strategy of an inch wide and a mile deep is much more effective than doing a little bit of everything. Pick one to three of the following content ideas that best apply to your firm and focus on rolling them out consistently with relevant content for the best results.
Blog posts are easy to manage and widely used to generate content. Their versatility is a big draw. Posts can be about anything pertaining to your firm, from partner profiles to a discussion of a recent case. The trick with blog posts is to make sure the topic is interesting and informative to the type of client you are trying to attract. Don’t write a post about car insurance if your firm only deals with malpractice suits, or you’ll end up with some very confused visitors.
Although it may seem counterintuitive, having a “Frequently Asked Questions” section of your site encourages potential clients to contact you directly. If you show them that you can answer their basic questions, they will be more likely to reach out to you with the more complex ones. You might consider answering questions such as “What is a class action suit?” and “How much can I expect to pay for your services?” Anticipating the questions of clients is a great way to build their trust.
Reviewing books or tools that are related to your area of expertise is a way to show clients that you are invested in your practice. By offering your thoughts on the newest book about jury ethics, or a software that’s supposed to make organizing all of your case-related information a breeze, you show that you are willing to continue learning while also demonstrating that you have a level of expertise and involvement in your field.
Not all content has to be black letters on a white page. Infographics, which are pictures that use a combination of text and (usually cartoon) images to convey information, are very popular tools and are especially helpful for people who are visual learners. You could make an infographic that describes the different types of cases you cover, or one that explains how to choose the right law professional based on the client’s needs.
Podcasts or Videos
Videos and podcasts are dynamic content that could reach people your text based content doesn’t. Videos allow a visitor of your site to attribute a real person’s characteristics to your firm, which may make you seem more approachable. Videos should be short and sweet, sticking to one topic or question. Podcasts are a purely audio form of communication that listeners can download onto their devices and listen to offline, which makes them a good vehicle for a series of connected topics or for a topic that requires a lot of explanation and is too long for a video.
This option is good if you have a strong presence on LinkedIn, because only those who are connected to you will see these posts. You can treat these posts like you would a blog on your website, and depending on the type of people you connect with (other professionals, clients, potential clients) you have the ability to really focus on your audience and tailor this content towards a specific demographic.
Case studies give potential clients a way to see your firm in action before they decide to contact you. If you have these detailed examples of previous cases available on your website, you can demonstrate your firm’s effectiveness before you even have a conversation with a client, making it more likely for them to trust you to do a good job. If you decide to go this route, make sure you carefully consider confidentiality.
Checklists and How-To Guides
Checklists and how-to guides attract people who search the internet for law-related questions more than for specific services. These will likely bring a lot of traffic to your site, and could influence potential clients to reach out to you. Examples are: “5 Things to Do if you Think You Need a Lawyer” and “How-To Know When You’ve Got a Case.”
Images are a great tool for making any content you produce more interesting. If it’s possible, include an image as a supplement to your content, or even as the main attraction (especially in the case of an infographic). Your content will be more attractive to readers and will allow them to get a feel for what you’re saying without having to read a word.
Feeling a little bit lost about how to best market your law firm? Find out how Insivia can help you with your strategic planning.