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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.
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”.
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.
If you are planning your content strategy you should include the following pages as a basic requirement;
Here are a few types of content for you to consider;
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:
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.
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.
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.
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.
This survey is being conducted solely for the law firm online marketing community. The subsequent report will highlight key trends, stats and averages, allowing law firms to benchmark themselves against their peers. It’s fantastic opportunity to reflect the reality of the online marketing community capturing your successes, challenges and expectations of the year ahead.
This is not about you all as competitors but as a community who can learn from each other in an open and sharing way. Here is a sample of what we will provide for you:
The survey takes about 7 minutes to complete and as a thank you for taking part, you'll receive a copy of the full results.
Remember if you have any questions about your websites redesign - you can start a conversation on 0131 454 3311 or just add your contact details here and we'll get back to you.