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In this article I’m going to take you through how to keep your website relevant.
A great way to make sure your website is relevant is to provide content that’s appropriate to your website visitors.
Sounds simple doesn’t it?
To do that you can simplify things by focusing your content around two elements;
- Your potential client profiles
- Your potential clients’ intent
You can also consider exploring setting up a feedback loops; unstructured feedback, structured feedback and recurring feedback.
Let’s start with your client profiles
Getting relevant content depends on what your clients need. We also need to consider their intent, we’ll talk more about that further into this article.
Relevant content generally is more about supporting dialogue than anything else. The chances are your potential clients have a problem they are trying to solve and they have a task in mind to find a solution.
So by understanding your potential clients you can create the right kind of content for them based on the tasks you understand they want to perform on your website.
Broadly speaking that’s either “I’m researching a problem” or “I’m ready to move forward and make an enquiry”. When you know this you can create more accurate content for each page - that will be typically made up of;
- Unique Value Proposition
- Meaningful headlines
- Summary content
- Scannable content with sub headings
- Appropriate calls-to-action
Once you have defined your client profiles and their intent, only then can you provide relevant content for them. Client profiles can be as detailed as you want, but it sometimes easier online to focus on what tasks they would like to perform.
Understand your potential clients’ intent
So, understanding client intent connects so many elements together, not just your website, but your approach to online marketing too.
A good place to start is with the search engines because they record both voice and keyword searches. They also offer alternative search requests so you can see search intent, for example let’s look at two types of intent from two different searches;
“What should a legal contract contain when merging companies?”
“Law firms who specialise in company mergers”
The initial search infers “research”, that person is trying to understand what things to consider for a legal contract in a merger. The second search infers the person is now looking for law firms who specialise in this work - so you can see the intent has changed.
Let’s look at how to keep your law firm website on track and relevant.
Once your website is relevant it’s important you keep it that way.
Improvements should be made in small iterations and be ongoing. A fail safe method is to setup a feedback loop. There are three types of feedback you should consider;
- Unstructured Feedback - Face to face interviews or online surveys.
- Structured Feedback - Google Analytics or other tracking systems.
- Recurring Feedback - website satisfaction scores.
Ideally you will have different types of content on your website to match different intents, that way you know your website will be relevant to all types of clients.
Just make sure you have content that supports common issues and provide examples of how your law firm solves them. Then show them your people with their relevant experience and how to contact them.
Other things you should check are;
- Make sure you use up to date high quality images.
- Your website has a high standard of written content.
- Clearly display your points of contact.