• Paul Richardson

Even if you are at the very early stages of developing a marketing plan for your law firm, you are probably aware of a few of the basic principles of law firm marketing. You need a brand identity that sets you apart from the competition. For example, you are not the only family law firm in your city, but since you are a single dad yourself, you are especially dedicated to helping fathers get a fair deal with their parenting plans. Another truism is that, to stay at the top of the organic search results, you need a blog on your website, and you need to update it regularly.

The mere existence of a blog is enough to satisfy Google’s web page ranking bots, but it isn’t enough to turn visitors who click on your site into clients who engage your services. You need more than keywords on a blog to appeal to the real human beings who need your services enough that they search for law firms in your practice area. You need to identify your prospective clients’ pain points and post legal blog content that shows your target audience, usually without telling them directly, that your law firm is the answer to their problems.

What Are Pain Points?

The customer persona is an important concept in marketing; you create, in considerable detail, a fictional character who embodies the characteristics of your target audience, and then you write your marketing materials as if you are writing to him or her. The classic example is Becky, the soccer mom who is the target audience of the Contemporary Christian radio format. You give your customer persona a name, age, and gender that are widespread among your target audience. Then you identify the character’s likes, dislikes, and values. You also identify the persona’s pain points, in other words, the problems that he or she wants to solve or avoid. To continue the above example, Becky is a coupon-clipping mother of three with a modest family income, so her pain points are that she is loath to waste money. When making commercials for Christian radio, advertisers appeal to the fictional Becky and the millions of real listeners like her by saying or implying how much money they can save by buying the products being advertised.

What Are Your Clients’ Pain Points?

Pain points are as important in law firm marketing as they are in the marketing of everyday consumer goods like food and clothing. Each practice area has its own set of pain points:

· Personal injury law – Clients want a source of financial support now that they cannot work because of their injuries.

· Small business law – Clients want to save money on taxes and want to make sure they are getting a fair deal in contractual agreements.

· Family law – Clients want to stop their former spouses from impoverishing the client in a divorce. If they have minor children, they also want to maintain a strong relationship with their children.

· Criminal law – Clients want to stay out of prison and want to avoid the long-term disadvantages associated with having a criminal record.

Gain Prospective Clients’ Trust with Blog Content That Speaks to Their Needs

The legal content writers at Law Blog Writers will write original content based on your prospective clients’ pain points and ambitions.

Ten years ago, if you played a word association game, and you said, “shareable,” the word that most people would associate with it would have been “appetizers.” These days, everyone associates the word “shareable” with “content,” usually in the context of social media content. Especially now, when it seems like it has been eons since anyone sat at a table and shared appetizers with their friends, social media plays an even bigger role in keeping human beings connected to each other as a community.

It is even more important now than ever for law firms to maintain a presence on one or more social media networks, but unless you do it right, your social media endeavors can harm your law firm’s brand image more than they help it. The first step to enhancing your law firm’s image through social media is to hire legal writers to create great content to share on social media.

The 80/20 Rule

Social media and blogs have a different purpose, and their content should be different. Social media is for participating in the spread of information that is going around. If you flood your social media accounts with content about your own law firm, you will come across looking like, well, those people who talk about themselves on social media all the time. In general, 80 percent of the content you post on social media should be videos and links to articles created by someone else. You don’t have to say much about it except a brief comment about the legal issues it deals with. The other 20 percent of your social media posts can be news about your law firm or even pictures of events you have attended.

Choose Your Social Media Content Wisely

The thought process you should follow before you post a piece of content to social media can be expressed in the form of a flowchart. In summary, if you can change the format or images on the content you are sharing to make it more valuable to your audience, then do so. Posting frequently on social media is an effective strategy for competing for your audience’s attention, but if you post too often, especially if you are sharing silly or incendiary content, you will just annoy your audience, and they will unsubscribe from your content.

Choose Your Social Networks Wisely

Some social networks are purely for professional correspondence, while others deal in entertainment; if you are on both types of social media networks, only publish your “fun” content on the latter kind. Likewise, some social media platforms use hashtags, and others don’t. Choose just one or two social media platforms, study their culture carefully, and participate in them thoughtfully.

A Social Media Strategy Works Best When You Also Have a Blog

Having a presence on social media can be a great accompaniment to your law firm’s blog, but it does not substitute for it. Whether or not you have your own social media profiles, you can’t go wrong hiring Law Blog Writers to create amazing legal blog content that other people will want to share on social media.

You have probably visited annoying websites before. Perhaps the website of your children’s school takes forever to load. Maybe your bank’s website has a counterintuitive design once you log in. Then there are those clickbait websites that start glitching as soon as you click on them and make you scroll past lots of irrelevant content before you get to the tiny tidbit of information you came to find (such as the one vegetable that dietitians supposedly caution you never to eat).

In the case of clickbait and other commercial websites, you simply avoid them. Websites that serve a necessary function can get away with being annoying; you have to log into the website of your children’s school to find out their online assignments and any other school-related announcements, no matter how frustrating it is. The bad news is that your law firm’s website may be getting on the nerves of prospective clients who would have hired you if your website were not some aggravating. This means that it is time to redesign your website and hire some legal content writers to create content for it.

1. The Layout Is Too Busy

A cluttered layout makes it difficult for visitors to find the information they need on your site. Do not try to dump too much information on your home page; it is better for your site to have lots of pages, each with a reasonable amount of content, and make it easy to navigate to those pages. Instead, you should have an elegant menu bar across the top of your site, with user-friendly drop-down menus to take visitors to the content they are seeking. Your contact information should also display prominently on the homepage

2. The Layout Is Too Plain

You don’t want your homepage and content page to be too busy, but they also shouldn’t be too empty. If they have only a few words or do not have images, they will look unfinished, and visitors will take their clicks elsewhere.

3. It Is Difficult to Find the Contact Information

Your contact information should appear at the top and bottom of every page. It should never be more than one click away, so that prospective clients can call or email you the second that the idea occurs to them to do so.

4. The Site Takes Too Long to Load

If your site takes too long to load, visitors will navigate away from it before they find the information they need. Your bounce rate is that percentage of visitors that click away from your site before engaging meaningfully with it; it is the opposite of your conversion rate. Sites that load too slowly drive up your bounce rate.

5. The Text Is Difficult to Read

Text that is difficult or annoying to read also increases your bounce rate. You can’t go wrong with black text on a white background. Text that is too light or too small will alienate all visitors except those with keen eyesight and a high tolerance for frustration.

Don’t Forget to Update the Blog on Your Law Firm’s Website

Even the most elegantly designed websites need regularly updated content. You can count on the legal writers at Law Blog Writers to create interesting, readable content for your site.

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