Legal Content Writing to Attract Local Visitors

For decades, most high school seniors have taken a class about the U.S. government. In your government class, you probably learned about the difference between federal and state laws, and your teacher probably told you that most of the laws that affect your daily life are state laws. One noticeable example is how much the laws about cannabis differ from one state to another. Likewise, most states have adopted the Daubert standard, but a few states still follow the Frye standard. Do you live in an equitable distribution state or a community property state?

Even if your law firm’s blog is so interesting that it deserves to be nominated for a Webby award, its loyal readers will not turn into clients of your law firm unless they live in your state (or unless their accident or business dispute took place in your state, so that the laws of your state have jurisdiction in the matter). By making some minor changes to your SEO strategy, you can create legal blog content that, while it may be interesting to readers everywhere, will really stand out to prospective clients in your local area, by showing up at the top of the organic search results for users in your geographic area.

The World Wide Web Is Local

In some industries, it makes sense for local businesses to offer promotions online, especially in connection to events of local significance, but that strategy does not work for law firms. It doesn’t make sense to offer two for one divorce filings on the day after Valentine’s Day, even as local restaurants might be giving away half price decadent desserts to every lonely heart in town. Adding blog contact about local news items related to your practice area is always a good way to show Google that your law firm’s blog is about your city.

If you are a personal injury lawyer, you will find no shortage of news coverage about accidents of a similar nature to those in which your clients have been injured. If you are a divorce lawyer, celebrity divorce news attract local traffic, provided the celebrities in question divorced in your state. (New York and California are the obvious winners on this front, but any city that has a Real Housewives show has its share of Internet famous divorces, and Phil Collins has been involved in an epic legal battle with his ex-wife in Florida for years, even though Collins and his ex-wife are originally from England and Switzerland, respectively.)

If it’s a slow news day in your city, do not despair. It is still a good idea to write blog posts about topics of national interest; by being the first law firm in your city to blog about a certain national topic, you can rank higher than your competitors. If the top ten organic search results for a national topic (such as PPP loan forgiveness) include nine out-of-state websites and your law firm, your prospective clients will click on your site. Analytics tools can help you find out what everyone wants to read about but no one in your city has written about yet.

Law Blog Writers Provides Blog Content of Local Interest

There is no rule requiring lawyers to write their own blog content. Choose the legal content writers at Law Blog Writers to create blog posts that everyone will want to read and prospective clients in your city will want to click on.

Can CRM Tools Make Your Law Firm Marketing More Effective?

The idea of seeing clients in your office again no longer feels like a pipe dream. Instead of checking for the number of new COVID-19 infections each day, you keep refreshing the page for news on when you can get your first vaccine dose, since an increasing number of people you know, maybe even the partners in your law firm, have already been vaccinated. At least one child has already been born with COVID-19 antibodies.

It might be time to try on your courtroom pants and see which ones still fit, now that you have gotten so good at baking sourdough bread. It’s definitely time to dust off your Pomodoro timer and start thinking about productivity again. After working remotely for a year, you will want to come back to an office that runs in a streamlined way; no one will miss awkward Zoom meetings, spotty Wi-Fi, and computers glitchy from exhaustion. It’s time to automate the tasks that can be automated, including some types of legal content writing, so you can focus on the social aspects that made you fall in love with the legal profession in the first place.

What Is CRM for Law Firms?

Remember that TED talk about “eliminate, delegate, automate” for greater productivity? Customer Relationship Management (CRM) software enables you to automate a variety of tasks in your law firm, so that the attorneys and office staff can work more efficiently. The concept of CRM goes back to the days when businesses would simply keep records (on paper, of course) about their clients, including the clients’ contact information and other data that would help the business retain them as clients, such as which services the clients had previously engaged. Today, CRM software runs the gamut from free services to subscription packages that offer more and more features as the price point increases. Today, despite their reputation as glorified contact lists, the more sophisticated CRM software packages include everything from analytics to workflow management and client intake.

How CRM Can Help With Law Firm Marketing

By automatically capturing prospective clients’ contact information and tracking their interactions with your law firm, CRM can use artificial intelligence to conduct email marketing and social media marketing campaigns with little input from you. (These are sometimes called drip marketing campaigns.) The software can tell which contacts on your contact list would be interested in which email content.

CRM Can’t Do Everything

CRM can be very effective at helping you stay connected to people who have already interacted with your law firm by emailing you or filling out contact forms on your website. It cannot, however, capture the contact information of people who have not visited your site and followed the call to action to your contact page. For that, you need a regularly updated blog.

CRM Plus a Blog Is a Recipe for a Success

A consistently updated blog is an important part of any law firm’s marketing strategy. Choose the legal content writers at Law Blog Writers to use their human intelligence to create blog posts that complement the drip campaigns your law firm is running with the help of the artificial intelligence of CRM software.

How to Make Effective Videos for Social Media Marketing

Social media marketing has a high return on investment because you are simply posting content you have already made and sharing it with an audience that would not necessarily be searching for your website on Google. You can even automate your social media posts through a Client relationship Management (CRM) software; one hour of planning which content you want to post where and when, and your social media marketing will run itself for months and bring numerous visitors to your site. Making even a few videos can give your legal content strategy a major boost.

Let Empathy Be Your Guide: Focus on Client Personas and Their Pain Points

Creating a client persona, a detailed character sketch of the kind of person who will most likely engage the services of your law firm, can help you with your marketing strategy in many ways. You imagine the character as the audience for all your published communications. For example, if you are a divorce law firm, perhaps your client persona is Nicole. She is 49, has two school-aged children, and never wanted to get divorced, but her husband left her for another woman. She doesn’t earn enough at her job to raise her kids without child support, and her husband hates being pressured to pay for anything.

Why not make a video about Nicole? Focus on her pain points (being unceremoniously dumped, financial worries, conflicts over money with her ex) and show, don’t tell, how she can solve her problems with the help of a lawyer. Better yet, let real clients tell their stories, if they are willing to do so.

By making character-driven videos, you are focusing on the human side of your practice area. Even better, by focusing on the pain points of your target audience, you are empathizing with them. As an added bonus, making a long list of all of your client persona’s pet peeves is even more fun than it sounds, and it makes for an interesting, relatable video. Maybe Nicole hates the diet industry, Tik Tok, and partisan politics as much as she hates the fact that her ex-husband broke up her family and disrupted her financial plans.

“Just the Facts” Videos Can be an Effective Marketing Strategy for Law Firms

Variety is the key to successful video marketing. Ideally, your website and social media accounts should contain videos of a variety of lengths. It is even better if you balance out longer, character-driven videos, with shorter ones that present information about a law, legal process, or legal issue in a concise or straightforward manner. “Just the facts” video can just be animated text and drawings with voiceover narration, which means that they are very inexpensive to produce.

Video Marketing Works Best as an Adjunct to Text Content

Videos alone don’t persuade a client to contact you. They usually make the decision only after reading your blog. Choose the legal content writers at Law Blog Writers to produce informative blog content that will be the final step in clients’ decision to contact your law firm.