Category: Law Firm Content Writing

Get More from Your Current Content with Historical Optimization

You recognize that content is king, but you may not be making the most of the content that you already have. And this is where historical optimization shines. Historical optimization sounds more technical than it needs to be – the bottom line is that it involves breathing new life into the content you’ve already published, which can do you a world of good in terms of giving your return on investment a bump.

Your Existing Content

You worked hard for the content you have, and it’s worked hard for you. The thing to remember, however, is that there is no sell-by date on your docs. By updating any outdated information, freshening up your prose, and tightening up the technical end of things through improved search visibility and heightened organic traffic, you can take your existing content to the next level – without the expense of purchasing new content or the time investment required to put pen to paper.

Optimize that Content

Let’s say that you have a well-written blog dedicated to prenuptial agreements from 2014 on your firm’s website that saw a lot of traffic back in the day, but that isn’t generating much of anything now. The fact is that the information in your blog is likely just as relevant today as the day you posted it. As it slipped in rankings, however –which could simply be a function of the date it was posted – the piece quit engaging potential clients, and the calls to action therein quit calling anyone to act. With a few tweaks, however, you can revolutionize pieces that have gone flat without reinventing the wheel. Consider the following:

  • If you have more than one article out there about the same range of information, you’re better off consolidating your efforts into a more in-depth piece (instead of diluting your message across several online offerings).
  • Lace your content with hyperlinks that guide potential clients to other relevant areas of your site.
  • Update your keywords and skillfully weave them into your existing content.
  • Optimize your calls to action to better reflect who you and your potential clients are today.

Update your information as needed, and voilà, you’ve got dynamite content that might as well be brand spanking new on your hands.

Getting the Job Done

There are three basic steps to historical optimization (that work across all genres).

One: Content Audit

You won’t be able to measure your content’s meteoric rise in rank if you don’t know where it’s at, to begin with. It’s a good idea to always have a good idea about how your content is performing, and if you don’t, now’s a good time to get on it. In order to scope out your winningest work, you’ve got to get down to the business of a content audit. Make a master list of your existing content, and from here, note all the following for each:

  • Their search rankings
  • Their CTA click-through rates
  • Their overall bounce rates
  • The organic traffic they generate

Once you have this master list established, you’ll have a better feel for what kind of content is performing well for you, where you have topical gaps, and where there are prime opportunities for growth. Don’t be afraid to dig around online to mine for those top-ranking pages that are receiving the keyword action you are going for.

Two: Start Small

During the course of your audit, you may have found a whole bunch of content that you’d like to reinvigorate, but choosing one or two to focus on is the way to go. Taking an all-or-nothing approach is generally a recipe for disaster. By starting small, you’ll have more control over the process and will have a better feel for where your baby steps are most likely to pay off big. If you’re attempting to garner interest, you may want to jazz up your current content’s wording, and if action is what you’re looking for, try being a bit more direct with your CTA – and see where things go.

Three: Check Your Balance

You performed an audit, to begin with, and now it’s time to consider the return on your efforts. Because you are working with a manageable amount of content, it’s far easier to ascertain what’s working and what isn’t and to make the necessary edits where they’re needed – as you hone your historical optimization chops.

Polished to Perfection

Not for nothing did you put all that effort and expense into your existing content, and with some strategic historical optimization, it can prove invaluable moving forward. Good content is good content, and scrapping what you’ve got for something new is not necessarily going to move the needle in the direction you’re going for. Taking a closer look at what you’ve already got on tap may uncover diamonds in the rough that are just waiting to shine bright.

10 Legal Content Marketing Terms You Should Get to Know

Marketing your legal content seems easy enough – write stellar copy and get it out there where it needs to be. There are, of course, challenges along the way. One of the primary building blocks of solid legal marketing is understanding the terminology that populates its principles and methodologies. Because even major players use terms in different ways – sometimes with newly imagined meanings – it’s important to have a nuanced understanding of the basics. Others may play fast and loose with their legal marketing terms, but once you and your team have settled on meaningful definitions that work for you, you’ll be far better prepared to make your mark in legal marketing.

One: Audience

We all know what an audience is, but understanding your audience and directly targeting this group with your content marketing is a more complicated matter. Your prime audience amounts to those people who need specific legal guidance or information and who are motivated to find a legal resolution to the conflict at hand.

Two: Content Marketing – as Art (and Science)

According to DICTIONARY.COM, content marketing attempts to attract potential customers, but instead of relying upon traditional advertising practices, it proffers information that the target audience mentioned above may find helpful. While this definition is all well and good, there’s more to the story. Content marketing is less of a marketing strategy and more of an art. The goal is to apply your unique marketing magic to your body of content, including:

  • Written pieces
  • Photos and videos
  • Social media offerings

And in so doing, you’re attempting to extend your content’s reach, staying power, and overall effectiveness. It’s a lot, but that’s what legal marketing professionals are for.

Three: Content

Content remains king, and the thing about your content is that it has to be written and polished. You want to connect with your audience, which means that slapping words into a doc isn’t going to cut it. You are obviously going for pieces that are timely, relevant, and compelling, which includes paying attention to all the following:

  • Writing style
  • Tone
  • Voice

Keeping your target audience in mind is paramount, but don’t be afraid to explore your firm’s inner voice and use it to express your unique brand.

Four: Content Creation

Writing mechanics are critical to polishing your content and should not be ignored. Consider the following:

  • Copyediting – Once you have copy in hand, it’s time to copy edit, which amounts to reviewing the content for any missteps in terms of style, grammar, punctuation, and/or overall readability.
  • ProofreadingProofreading is all about giving the writing another peek and ensuring that the piece is ready for the presses. This is where any minor typos, misspellings, or grammatical snafus that have made it this far need to be caught.
  • Fact-Checking – When your content is legal, facts matter, which makes fact-checking essential. Make it your policy to never skimp when it comes to double-checking the accuracy of your content (and the veracity of its sources).

Five: Call to Action

A call to action (CTA) refers to an element of your content that underscores the reader response you are going for. And if you work in legal, your content requires a specific type of call to action – contacting your firm for the professional legal counsel your audience is looking for. Calls to action are critical, and those CTAs that shine are not only clear, concise, and inviting but also pop.

Six: Search Engine Optimization

Search engine optimization (SEO) is all about honing a strategic path forward toward achieving your highest rank on the search engine results pages (SERPs). The higher you climb, the better positioned your content is to garner clicks, which is the bottom line when it comes to legal content marketing.

Seven: Keywords

Your keywords describe your content (in a nutshell), and they are a key component of your SEO. The keywords you mine and employ should be based on the terms that the people who populate your target audience are likely to use. When well-considered, keywords are an asset that help keep your legal content marketing vibrant.

Eight: Sales

Your legal content marketing is intended to promote business, and this boils down to sales. Your sales break down into the following fundamental categories:

  • Consumers – Very generally, consumers represent your intended audience.
  • Customers – Customers are those consumers who’ve already availed themselves of your legal services in some capacity.
  • Conversion – Conversion refers to customer-generated actions that your firm deems meaningful. Contacting or calling you to schedule a consultation is a prime example.
  • Ideal Customer Profile – You have ideal customers, which means you should also have an ideal customer profile (ICP) that identifies those potential customers who perfectly match your vision of a dream client.
  • Sales Funnel – Your sales funnel defines your target audience’s decision-making journey from the moment they dip their toes in your market to the time they pull the trigger and hire an attorney. Your sales funnel is the pathway from potential consumers to conversions, which makes it a big deal.

Nine: Metrics

Metrics refer to those workaday measurements that quantify specific value adds your firm offers. Examples include:

  • The number of likes your social media posts receive
  • The number of page views your website receives

Ten: Measurements

In the end, you need a verifiable means of assessing how well your content marketing is doing – so you can fine-tune it along the way – and some of the most credible tools of measurement include:

  • A/B Testing – A/B testing is a means of testing one piece of content against another – in a randomized experiment approach. The upshot is a glimpse into which approach, A or B, is better suited to your marketing goals.
  • Return on Investment – Return on investment (ROI) is a measurement of how hard your marketing dollars are working for you. When you know your ROI for specific content marketing campaigns, for example, you’ll have a better feel for where and how you should be investing.
  • Analytics – Analytics, unsurprisingly, analyze metrics data to provide you with readings on your ROI in relation to the content-marketing tools you employ.

Call Us Today for Help with Your Legal Content Marketing

If you need content for your law firm’s content, you have come to the right place. Call or contact us today to discuss your needs with a legal content marketing expert.

Four Easy Ways to Find Fresh Ideas for Your Law Firm Blog

Whether you are a solo practitioner or part of a large law firm, improving your Google search rankings and online authority should be one of your top marketing priorities. When your audience likes and can relate to what you are publishing online, Google rewards you, as do your prospects when they turn into clients. The best way to accomplish these goals is to draft high-quality content for your website frequently.
However, creating compelling content isn’t as easy as it might sound. For most attorneys, wordsmithing tasks become buried by the dozens of other duties they must complete. Publishing excellent content that resonates with your desired audience must be a priority, or your blog won’t be an effective marketing tool. You won’t reap the rewards you desire. In fact, it’s so crucial that we highly recommend creating an editorial calendar that can serve as a guide and will remind you to keep creating content.

Finding Fresh Content Ideas

Sometimes it’s less about prioritizing your blog and more about fresh ideas. Far too often, lawyers give up on their blog because they run out of topics they want to talk about or think their audience wants to hear. Generating new content doesn’t have to be complicated or time-consuming—consider these tools to help keep your content up to date and innovative.

What Are People Asking About Online?

Research what people are asking about online. Garner ideas from questions people are asking about in your area of practice. TextOptimizer is one tool that can help you get inside your readers’ heads. It allows you to research what questions are being asked about specific topics. Simply type in a keyword on the “Find Content Ideas” page. For instance, typing “personal injury” reveals these results:

  • Do I have a personal injury case?
  • Do I have a personal injury claim?
  • What is a personal injury lawsuit?
  • Do I need a personal injury lawyer?

For more detailed results and tools, you can pay for the subscription service on the site. Its additional features can help you narrow down content suggestions and find keyword combinations that meet search engine requirements.

Many people turn to the internet daily for answers to their questions. If your website can provide a reliable answer, it will see more traffic and reach higher rankings.

Enlist the Help of Your Intake Team

To help specify your topics even further and keep them relevant to your potential clients, consider asking your intake team to document your prospects’ questions and concerns. This step can provide you with insight into what your audience is looking for when it comes to legal information and help.

Apps such as Slack or Google Docs are an excellent way for them to record the questions they receive on intake. Such a database will provide a convenient way to view them easily in one place when you are ready to do so.

Use Keyword Research Tools

While keywords are typically thought of in terms of SEO, they can serve other purposes. Taking the time to research relevant keywords can give you some valuable insight into your prospects’ questions and interests. Check out these tools:

  • Kparser generates several keyword ideas around the main topic of your choosing. It can provide you with fresh topic ideas that you may never have even thought about.
  • Answer the Public allows you to use keywords or key phrases and receive an aggregated view of the questions Google and Bing receive. For example, if you type in “slip and fall,” you will receive hundreds of different answers and topic ideas.

Recognize Seasonal Trends and Relevant News

Your audience experiences many of the same things you do, including seasonal trends such as:

  • Holidays
  • Back to school
  • Summer vacation
  • Travel
  • The Super Bowl and other popular sporting events
  • Gearing up for winter weather conditions

Suppose you practice family law. In that case, you may want to focus on parenting topics and shared custody during the Christmas season or summer vacation. If your practice focuses on estate planning, make it a point to discuss tax topics during the first quarter of the year.

You may also want to focus on what is nationally recognized on certain days or weeks of the year. For example, if you are a business attorney, publish a blog about National Small Business Week a week or two before it’s recognized.

Making your blog timely and relatable to what is going on will also help draw traffic to your site. Your prospects also pay attention to the news from various sources. As such, if there have been recent news stories or changes to the law that impact your area of expertise, be sure to address these matters in your content. Not only will it help increase your online traffic, but it can show your audience that you stay up to date and are an authority in your area of practice.

Do You Need Help Publishing Frequent Fresh Content?

It’s easy to get bogged down when it comes to publishing fresh and timely blogs on your law firm’s website. Whether you find it challenging to make room in your schedule to write and post your blog or to keep your readers coming back for more with fresh content, our team of attorney-led writers can help. Call us today at 877-488-8123 or contact us online. Our seasoned marketing professionals are happy to address your content needs and show you how we can help.

Best Practices in Law Firm Content Marketing

two people collaborating on paperwork

It’s increasingly important for solo attorneys and law firms to establish their brands in the digital market. Many are using advanced SEO tehchniques to get themselves to the top of the SERPs. Most are also using social media platforms such as Twitter, Facebook, LinkedIn, and Instagram to get the word out about their services, expertise, and success.

Are Your Marketing Strategies Working for You?

Numerous attorneys and law firms still don’t generate the website traffic or leads they need to make their efforts worthwhile. New clients are few and far between. They begin to wonder why the competition is getting ahead while they fall behind. 

Consider your growth rate. Are your marketing strategies working for you? What about your content marketing strategy? If you want potential clients to view you as the authority in your area of legal practice, you must provide persuasive content to readers. Content that isn’t convincing could send them the other way as they might wonder if you are reputable. 

However, you’re in business to practice law. It’s where your skills and passion are focused. You didn’t go to school to write content and market your services all day. If this sounds familiar, it’s probably time to enlist the services of an experienced law firm web marketing agency that can help you craft engaging, high-value content. Not only can this allow you to keep your focus on your practice, but it will also attract more potential clients.

What a Law Firm Content Marketing Agency Can Do for You

Creating, promoting, and distributing content is essential for success in today’s legal environment. However, giving your clients the time and attention they need is also crucial. You don’t need any distractions. With the help of a well-versed content and marketing team, you can take a passive role in driving traffic to your website and growing your practice.

Five Best Practices in Law Firm Content Marketing

Align Your Content Strategy with Your Business Goals

If you want more clients, you must have a content strategy that supports your business development goals. Potential clients need to see that you have a clear vision and a particular focus. If your business goal is to help personal injury clients, but your content focuses on family law, it won’t get you any closer to meeting your goal. The content published on your website must be fine-tuned to your marketing strategy. 

Add Value, Not Just Words

Before publishing anything, you should check to see that your content meets these three standards:

  • It adds value
  • It’s helpful to the reader
  • It’s customer-centric

Don’t publish content just to publish content. Provide your potential clients with content that demonstrates your competence. Ensure that it effectively demonstrates your expertise in your field of law and that it’s backed up by facts.

You should also stick to layman’s terms. In general, it’s best to stay away from legal jargon that might confuse or intimidate a reader.

Engage Your Firm’s Attorneys

Law firms should involve their attorneys in their content marketing efforts. Since they are the ones that potential clients will be working with, use their knowledge and experience to make your content comprehensive and tailored to your specific niche. 

In addition to being on your firm’s website, your copy should be posted on the firm’s attorneys’ social media profiles. Make it a priority to train your lawyers to use social media platforms to publicize your law firm’s content. 

Don’t Forget Hashtags

If one of your goals is to increase the visibility of your posted content, don’t forget to use hashtags when posting on social media. The key is to use relevant and trending hashtags. Search engine tools such as hashtagify.me can help you find the right ones to use. 

Although it might be tempting to use general words or come up with your own hashtags, avoid doing so as it makes it harder for your audience to find the content. Also, beware that you could lose some readers by using too many hashtags on a single piece of content.

Keep it Interesting

Legal content can easily be mundane and pendantic , but you don’t have to fit into this mold with your content. Discuss new case law and use your creativity. Think about your audience’s interests, and don’t simply focus on what you can gain from content marketing. Infographics are a proven way to engage with readers across all social media platforms. They can improve your SEO ranking and drive more traffic to your content.

While we hope you find these tips helpful to your content marketing strategy, we also know that they may feel a bit overwhelming with everything else your role requires. We founded Lexicon Legal Content to help attorneys and law firms meet their marketing goals while still remaining focused on providing quality legal services to their clients. 

You can count on our attorney-led team of legal writers to handle your blogging and other content needs. Our content is authoritative, timely, and ethics-compliant to maximize its effectiveness and minimize the time and effort required from you. Find out more about our services by speaking to one of our marketing experts. Call our office today at 877-488-8123 or contact us online.

Scrabble tiles spelling out the word "blog"

Law Blogs 101

Scrabble tiles spelling out the word "blog"

Law firm management has slowly evolved to include much more than traditional everyday business tasks. In addition to representing their clients, today’s busy attorneys in small or mid-size firms often must troubleshoot IT problems, participate in professional networking, meet current CLE requirements, and market their law firms so that they can be found in a highly competitive legal market. While innovative and well-researched marketing techniques do wonders for most lawyers, the options for and complexities of marketing a law firm in the 21st century only compound the stress that many lawyers experience running their firms.

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What is the Legal Authority for Public Health Orders?

A woman in a surgical mask

Typically, the government cannot restrict a person’s liberty without due process of law – which usually means a criminal proceeding ending in a finding of guilt. But in recent days, we’ve heard about cruise ships being kept from coming into port and people placed in quarantine. So what is the legal authority for the federal government to restrict travel and deny citizens the ability to enter the country in light of a public health crisis like the one we are currently facing?

The Commerce Clause

The federal government derives its power to place people in to quarantine and isolation from the Commerce Clause of the United States Constitution. This clause grants the federal government the power to regulate commerce between the states, and the power has been broadly defined to allow regulation of issues that may affect commerce between the United States. There is little doubt that a pandemic such as the one threatened by the COVID-19 outbreak could affect interstate commerce, making it well within the purview of federal regulation authorized by the commerce clause.

The Public Health Service ACt

Section 361 of the Public Health Service Act (42 U.S. Code § 264) authorizes the U.S. Secretary of Health and Human Services to take measures to prevent the entry and spread of communicable diseases from foreign countries into the United States and between states. The authority to carry these functions out has been delegated to the United States Centers for Disease Control and Prevention (CDC).

The Role of the CDC

Federal regulations authorize the CDC to detain, examine, and release individuals arriving in the country and between states who are suspected of carrying communicable diseases.  When the agency is informed about an ill passenger or crew member on an airplane or a ship, it may detain individuals to determine whether the illness was caused by a communicable disease and take further action if it is deemed necessary.

States Authority to Issue Public Health Orders

States have the authority to protect public safety through their police power and have laws in place that authorize them to take steps to control the spread of disease through isolation and quarantine. 

In Practice, Public Health Actions are a Joint Effort

In many cases, public health orders involving efforts to stop the spread of communicable diseases in the United States are a joint effort that involve federal and state efforts. Often, public health authorities work with local law enforcement to enforce public health orders.

Need Legal Content? Call Us  Today

At Lexicon Legal Content, we’re committed to creating legal content that will connect with your potential clients and explain complicated legal issues in a straightforward way. To learn more about our services, call us today or contact us online.

40 Law Firm Blog Ideas

Sometimes, Figuring Out What to Write about is the Hardest Part of Blogging

40 Law Firm Blog Ideas

The benefits of blogging for law firms and lawyers are indisputable. So, now that you’ve set up your site and are ready to go, what are you actually supposed to be writing about? As a practicing attorney, most of your written communication is likely directed at other attorneys and judges, and this is exactly the style of writing that you should avoid when blogging. Remember, you are blogging in an effort to connect with your potential clients, and (perhaps just as importantly) so that your site is noticed by Google and other search engines. For this reason, content that looks like a legal brief or law review article is NOT what you should be posting.

For many people, finding blog topics is harder than putting pen to paper. Here are 40 ideas to get you started generating content for your law firm’s blog

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5 Legal Content Marketing Trends to Look for in 2019

A person using a pen to point at a pie chart displayed on a tablet.2019 is the year to get serious about your legal content marketing. Content is the foundation of your online presence, and in our hyper-connected world, content that connects you with your potential clients can increase awareness and generate new business.

Here are five key legal content marketing trends that you can’t afford to ignore in 2019.

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Legal Content Marketing Ideas: 4th of July Celebrations

Legal Content Marketing Ideas: 4th of July Celebrations

Patriotic candles, a decorative plate, mug, a blow of strawberries, and lit sparklers on a table

Legal Content Marketing Ideas: 4th of July Celebrations

Finding fresh, relevant topics is one of the hardest things about regularly creating content for a legal blog. Fortunately, the holidays and other seasonal events like the start of the school year or ski season provide law firms in certain practice areas with ample opportunities to create fresh content that speaks to clients that have timely problems that they can help solve. Typically, these issues tend arise in the areas of personal and criminal defense. Here are some of the ways that the 4th of July can provide marketing material for law firms.

4th of July Celebrations often Result in Serious Injuries

Thousands of people are injured during 4th of July celebrations each year – and many will be looking for a lawyer soon after they are hurt. Here are some of the kinds of personal injury cases that often spike around the holiday:

  • Accidents Caused by Drunk Drivers – It’s no secret that people often drink at 4th of July celebrations, and despite increased enforcement efforts, there are typically more drunk drivers on than there are normally. This can often result in more drunk driving accidents – and victims seeking legal representation.
  • Premises Liability Cases – Many 4th of July injuries occur as a result of hazardous conditions on the property where a celebration occurred. Content about slip and fall accidents, pool injuries, or elevator or escalator accidents may help you connect with potential clients.
  • Product Liability Cases – People can be injured by defective grills, propane tanks, fireworks, recreational vehicles, and other consumer products commonly associated with Independence Day celebrations.

Criminal Defense

Parties, alcohol, and certain types of criminal behavior unfortunately often go together. For example, drunk people sometimes drive when they shouldn’t, and there is a clear link between drug or alcohol intoxication and violent crime. In addition, heightened enforcement efforts invariably ensure people who are truly innocent of the offense of which they are accused and who need legal representation to establish that fact.

As arrests spike the 4th of July, so will the number of people who are seeking a criminal defense attorney on the internet. This provides lawyers with an opportunity to connect with these potential clients by creating content that speaks directly to the situation in which they find themselves. For this reason, it is advisable to create 4th of July themed content around the following practice areas in criminal defense:

  • DUI
  • Drug possession
  • Firearms offenses
  • Assault

Let Our Legal Content Writers Start on Your Project Today

Timely legal blog content can help law firms reach clients that are injured in accidents that around holidays or certain times of year. Creating, posting, and syndicating high-quality and relevant content takes a significant investment of time, however, most practicing lawyers simply can’t do it consistently. Fortunately, we’re here to help. Call us today at 877-486-8123 to learn more about our legal content writing services.

How Quality Content Can Help You Grow Your Law Practice

Content marketing
Image of a bullhorn surrounding by logos of Facebook, Google Plus, YouTube, Twitter, LinkedIn, and Instagram

Content marketing is a marketing technique that involves the creation and distribution of content designed to stimulate interest in a product or service. When employed by law firms, content marketing can establish the firm as a thought leader in its practice area and connect with clients searching for an attorney who practices in a specific area of law. Consider being at the top of the results when someone in your area searches for “car accident attorney” in Google. Not only would it establish your firm as trustworthy leader in personal injury, it would also result in a significant amount of business.

According to Adweek, more than 80 percent of consumers conduct online research before making a purchasing decision, making it essential for law firms that want to stay competitive to ensure that their brand is well-represented online – and nice-looking website is just the first step. It is critical for the content that consumers are reading to be well-organized, relevant, and address your potential clients’ pain points.

Answer The Questions Your Clients Are Asking

One of the main benefits of content marketing over many other marketing techniques is that it allows law firms to target individuals with specific legal needs. In order to do this, firms should come up with a list of questions that people in a particular situation may have and creating content that answers those questions. Some questions that would make for good opportunities to create some informative content include the following:

  • How Much is My Personal Injury Claim Worth?
  • Do I need a Lawyer for a 1st DUI?
  • What Type of Bankruptcy is Right for Me?
  • How Long Do I Have to File a Car Accident Claim?

It is important to remember to writer for laypeople, not other attorneys – which is often difficult for lawyers who have been practicing for years and are used to writing for other lawyers, judges, and legal professionals.  In addition, while you should invite the reader to contact the firm, remember that content marketing is not the same as advertising. Rather than pitching your services broadly, your content should deliver information that is valuable to your target clients and will help them make a decision about who to hire. By establishing a connection through content, you can make it much more likely that an internet searcher will call your firm rather than one of your competitors.

Call Lexicon Legal Content Today to Connect with Professional Legal Content Writers

Quality content can help lawyers and law firms connect with potential clients in their area. Unfortunately, creating high-quality legal content on a regular basis is too time-consuming for practicing attorneys, but we can help. At Lexicon Legal Content, our team of JDs and attorney-writers specialize in generating compelling, accurate, and keyword-rich blogs and content pages for lawyers in a variety of practice areas, including personal injury, criminal defense, family law, bankruptcy, estate planning and litigation, and eminent domain. Call us today at 877-486-8123 or contact us online.

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