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In this article I’m going to take you through what content you should have on your website.
There are many content elements to consider but first and most important is to create a strong content marketing plan. This should be a matrix of content that surrounds your law firm offerings. Don’t waste your time creating content on services you don’t provide for your clients. Get this content working well and you will see a steady increase of visitors researching topics based on what your law firm offers.
Let’s go into a little more detail.
Give value to your website visitors.
When a visitor lands on your website we know they will have either intent to "research" or "enquire". Remember it’s not about selling it’s about starting a conversation for the majority of your website visitors who are not ready to “buy” yet.
If you try to sell straightaway to everyone on your website you will discourage about 80% of your audiences. So I’d like to focus on the majority who are not ready to “buy”.
Make sense?
So they’ve landed on your website and know they are in the right place because you have crafted a great Unique Value Proposition that describes who you are and how you solve their legal challenges.
Let’s look at content requirements for you law firm website.
If you are planning your content strategy you should include the following pages as a basic requirement;
- Landing pages for each of your law firm offerings.
- People profile pages, associated to your offering pages.
- News and Blog pages.
- Case studies or case law, linked to relevant people profiles.
- Contact pages.
- Enquiry pages.
- Our story or about us.
The next step, specific content your potential clients will need
- Give your profiled customers something you know that will benefit them.
- Something that is going to solves their legal challenge.
- Better still give them an answer to the question they have asked.
Here are a few types of content for you to consider;
- Video content.
- Client list – which say, look at our clients, they are just like you.
- Helpful reports – add facts that resonate and statistics that lend weight to your authority as a law firm.
Why should you do this?
You want to be able to demonstrate your expertise as a law firm – it’s like saying we know something and we are willing to share it with you. This is your thought leadership piece that provides them with a buying alternative.
The key is to focus on your potential clients and ask yourself a few simple questions:
- Which customer group am I writing this for?
- What challenges do they face?
- What questions are they likely to ask?
- What are their fears?
You won’t go far wrong by answering these questions and you will have some really helpful content that will ultimately lead to more conversions.
Consider tracking hot topics on the internet.
Always good to be seen keeping up with breaking topics, use your authority to put you views forward but back up with imperial evidence from references along the way.
Key content you should also include on your webpages
It's really important to create a clear description of who you are and how you solve their problems on each key landing page - confirm to your website visitors they have landed in the correct place with your carefully crafted Unique Value Proposition (UVP).
Customer testimonials are always good but make sure they are real – it’s easy to spot carefully curated words. Create Calls to Action in the right place on the page and use a visual hierarchy with accent colours to make it clear where they can take an action.
Put your name on it
When you are adding case law or news content, visitors prefer to know you are a real person who is expressing their views – add a personal touch with anecdotes at the end of your content. You understand who your clients are so share the same challenges and frustrations with your visitors.