As long as you have been writing, you have heard the maxim “know your audience,” and as soon as you resolved to add a blog to your law firm’s website, you have known that the target audience of your blog is prospective clients of your law firm. The point in your prospective clients’ lives when you want them to see your site depends on how you choose topics for blog posts, though.

Your current clients were prospective clients 30 seconds before they clicked on your office’s phone number to set up a consultation and 30 seconds before they clicked the contact form on your website. They were also your prospective clients when they first encountered the problem that would lead them to hire you. They were even your prospective clients before they encountered that problem. In other words, if you are a personal injury lawyer, your clients were your prospective clients before and after they got injured. If you re a divorce lawyer, your clients were your prospective clients before and after they separated from their spouses. The sales funnel is a marketing concept that enables you to send your message to prospective clients at all stages of their journey to becoming current clients.

Top of Funnel: Your Blog

The top of the funnel is people who do not have an immediate need for your services. Your blog is a great way to inform the general public about laws and cases related to your practice area. An effective way to draw in a wide variety of readers is to write about current events and include a discussion of how the law relates to them. For example, a criminal defense blog can include posts about recent arrests and verdicts, and a family law blog can include news about famous people’s divorces and co-parenting arrangements. People will read your blog simply because they are interested in following the news, and in the process, they will learn new things about the law. They will remember your site in the future if they need to hire a lawyer.

Middle of Funnel: Your Content Pages

The middle of the funnel is people who want to hire a lawyer in your practice area but have not decided which lawyer to hire. They are researching their legal issue so they can ask the right questions when they have a consultation with a lawyer. If you are a divorce lawyer, they are people who plan to divorce, and if you are a personal injury lawyer, they are people who have been injured in accidents and are struggling to pay their medical bills. The content pages on your site should contain detailed information about the laws and legal processes related to your prospective clients’ problems. These are pillar pages; your clients may read them multiple times before and after hiring you.

Bottom of Funnel: Your Reputation

Your website, even if it is excellent, is probably not the deciding factor in whether a client hires you instead of another lawyer in your city. They will probably base that decision on your reputation, which they will gauge through word-of-mouth or online reviews. To maximize bottom-of-funnel conversion, focus on providing the best services you can to your current clients.

Hire Legal Content Writers

You can count on the legal content writers at Law Blog Writers to enhance your online image to appeal to all parts of the sales funnel.

Small law firms need to make every penny of their marketing budgets count. You are wise to research digital marketing firms that work exclusively with law firms. These law firm content marketing companies offer a variety of services, but which serves are the ones that will help your law firm the most? Just reading the lists of services on marketing companies’ websites might leave you with the feeling that there are too many choices. Joe Galotti from Answering Legal interviewed lawyers from various practice areas about the marketing strategies that have made the biggest difference for them.

Video Content on YouTube

Gerry is a medical malpractice lawyer in New York state. Several years ago, he made a video about his law firm and posted it on YouTube to see whether it would really generate leads. He got so many calls in response to the first video that he decided to post more.

Law Firm Podcasts

Jay, a criminal defense lawyer in Connecticut, says that his podcasts have brought an influx of new clients. He adds that it is important to add new episodes of your podcast regularly; too many lawyers abandon their podcast projects after just a few episodes.

A Bio That Makes You Sound Like a Real Professional

Jeremy is an attorney in Alabama; his practice areas include construction law and transportation law. He finds that a lawyer’s bio on his or her law firm’s website makes all the difference. According to Jeremy, your bio should contain many details about you, mostly about your studies and the kinds of cases you have worked on. Your bio should show what makes you unique and make clients feel like they know you, while keeping a professional tone.

A Presence on the Right Social Media Platforms

Amy, a marketing professional from Minnesota, says that law firms should not spread themselves too thin trying to keep up an active presence on all the social media platforms. Instead, you should choose one or two platforms that are most popular with your prospective clients. For example, if you work on employment discrimination cases, you should choose LinkedIn; people who are unhappy at their jobs because they are being treated unfairly are likely to be active on professional networking sites. If you are a family law attorney, choose Facebook or Instagram; divorced parents of minor children are likely to be on those sites connecting with friends and family or looking for ideas about how to entertain their children on a shoestring budget.

Nothing Beats a Great Legal Blog

No matter your practice area, a blog is one of the most tried and true ways to make your law firm visible to prospective clients. The mere existence of a regularly updated blog boosts or SEO rankings, and shareable posts help you attract new clients by building your reputation. Hiring professional writers to create blog content is a wise decision. Contact Law Blog Writers about adding blogging as a component of your digital marketing strategy.

Personal injury law firms make up a disproportionate share of small and solo law firms. They are also more likely than some other practice areas to have Google searches account for how they get most of their new clients. Therefore, SEO is both challenging and vitally important for small law firms that deal mostly with personal injury cases. For any law firm, generating traffic and attracting new clients is an ongoing process. There is no substitute for adding new content to your law firm’s blog on a regular basis. Some one-time decisions have a big impact on your site’s law firm’s SEO rankings, though. Here are some important law firm content marketing steps that will have a lasting effect on your website’s performance.

Choose an Informative Domain Name

Personal injury lawyers who want to attract new clients through Google should choose a business name that responds to prospective clients’ search queries. For example, from an SEO perspective, “Branwell Bloggins Injury Law” is a much better business name than “Branwell Bloggins Law.” Your domain name can be identical to your business name, but you can catch even more Google searches if it is slightly different.

Write a Meaningful, Keyword-Rich Mission Statement

Every law firm has a mission, so every law firm should publish its mission statement on its website. This is especially important for personal injury law firms, because prospective clients are likely to read your mission statement when they are researching law firms. Competition is fierce among personal injury law firms, so your mission statement should stand out. It should be concise and highlight what makes your law firm unique. It is also a great opportunity to include target keywords.

Beware of Cheap DIY Website Themes

Professionalism is essential for personal injury law firm websites. If your site looks cheap or isn’t user friendly, clients will immediately navigate away from it, because there are so many other personal injury lawyers in your city that they can choose. (He mentions several times that you should not let your nephew design your website just because he has some free time and gives off a generally geeky vibe.) Cheap, DIY website themes like WordPress sites will give visitors a bad first impression of your law firm. For one thing, they load slowly, and people who are searching for a personal injury law firm are not in the mood to wait for a slow website. Those sites are fine if you want to enthuse about your favorite band or post keto-friendly recipes, but they are not appropriate for law firms.

Professional Legal Web Content That Shows Your Personality

Even for the smallest law firms, a professionally designed website with professionally written content is a must. Contact Law Blog Writers about building a new website for your law firm to replace the one your nephew made during his freshman year of college.

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