Create Content That Informs and Performs
What message does your online content send to potential clients? Does it reach them at all?
The content on your website—your home page, practice area pages, blogs, and more—provides an opportunity to connect with potential clients looking for specific legal services or information. By creating and posting meaningful, useful legal content and information about your law firm, you can establish your attorneys as thought leaders and build your law firm’s brand. Optimizing that content helps search engines, and the right people, find it.
Here are answers to common questions about legal content creation.
1. Should I have a law firm blog?
Yes, you should.
Here’s why. For law firms that blog regularly, blogs often drive more traffic than any page-level content other than home and attorney bio pages. Blogs can introduce your law firm to Internet users (potential clients) who are searching for information related to your legal services. And regularly posting helpful, relevant content can improve your website’s authority, increase brand awareness, and establish your law firm and attorneys as thought leaders in your practice areas and geographically. The frequency of posting varies depending upon your geography, practice market, your desired results, and your budget.
2. Does anyone actually read legal newsletters?
Yes, they do.
Your clients and potential clients are likely inundated with loads of emails and paper junk mail on a daily basis, so it might come as a surprise that newsletters (email and paper) can still be a very effective marketing tool.
The legal industry average email open rate is 21 percent, and the click rate is 2.7 percent. But there are other benefits to law firm newsletter marketing that can’t be easily measured, like increasing brand recognition, thought leadership, and community involvement and engagement.