How to Prioritize Quality Over Quantity in Your Law Firm’s Marketing Content

If you cared more about style than about substance, you would not have chosen law as a profession.  Yes, you enjoy an elegant turn of phrase as much as anyone does, but you put so much time into doing your work that it does not leave much time for shameless self-promotion.  Besides, it is virtually impossible for lawyers to create a sudden and vast surge in demand for their services, at least without committing any violations of professional ethics or outright breaking the law.  By nature, law firm marketing is about quality rather than quantity.  Not everyone needs your services; it is great if people choose you when they need a personal injury lawyer, but it is better if the insurance company offers them a fair settlement on the first try, and better still if they do not get injured at all.  Therefore, the focus of your legal marketing content should be to make it easy for the people who need your services to find your website and your contact information.

Five Informative Practice Area Pages Are Worth 100 Blog Posts

The most important part of your law firm’s website is your name, address, and phone number (NAP).  If your site is simply your NAP with a clipart image of the scales of justice, it has accomplished more than 50 percent of its purpose, provided that your business name tells prospective clients what you do, such as “Bloggins & Associates Injury Lawyers” or “Bloggins Estate Law.”

Your website should, however, have enough content to persuade prospective clients that they want to hire you.  Create a practice area page for each type of case that you represent, for example, divorce, parenting plans, child support, and prenuptial agreements.  If each page tells readers everything they need to know to convince them that you can help them with their case, Google users will keep navigating to your site, and Google will keep sending them.  Adding blog content shows Google and your clients that you are still paying attention, but it is useless unless you have informative practice area page content.

Meet Your Target Audience Where They Are

Posting blog posts on your own website is nice, but you can reach a wider audience by posting content on sites where your target audience is likely to be reading.  If you are an estate planning lawyer, post guest posts on lifestyle websites for retirees.  If you are a family law attorney, post a guest post on a website for single parents.  Don’t worry about how authoritative the website is.  You bring the authority; the website is where you find the people who might need your services.

What If You Don’t Have Time to Focus on Quality or Quantity?

The professional law firm content marketers at Law Blog Writers, LLC will write practice area page content for your law firm’s website or blog posts for your own site or other sites where you plan to guest post your content.