For years, Internet marketers have been declaring that “content is king” when it comes to improving search rankings and connecting with potential customers, a situation that is unlikely to change any time in the near future. When it comes to content, lawyers are in unenviable position of having to engage their readers regarding complicated legal … topics in way that laypeople can understand, all while staying in compliance with the ethical rules of their jurisdiction. In addition, there is always the issue of deciding what they should write about and how to get that message out to the most people possible.
Of course, lawyers should write about issues that their potential clients care about and include terms that are would likely be used in a Google search conducted by a potential client. Collecting data is an essential step in generating content that will achieve your marketing goal and can take the guesswork out of figuring what to write and how to present it. Some of the ways that you can collect data regarding your content are discussed below. For more information about legal content creation, call our office today to speak with professional legal blogger.
- Research keywords in order to determine what your potential clients are searching – The Google Adwords Keyword Planner Tool is an excellent place to begin your research. Not only does the tool suggest keywords, it also predicts how much it may cost to run a pay-per-click (PPC) ad campaign that integrates these terms. In addition, you should use Google’s suggested searches feature (search terms that pop up as you are typing into the query field) to come up with some ideas. There are many free sites such as Ubersuggest that can also help come up with keyword lists and variations of phrases that your potential clients may be searching.
- Determine what content format is most effective – Content can be produced in a wide variety of formats, including videos, blogs, infographics, and podcasts, just to name a few. BuzzSumo is an excellent tool to determine how various content formats perform in a given area that has both a free and a paid version. The content format that is best in a particular situation is largely based on your practice area and target market.
- Subject your content to A/B testing – “A/B testing” is simply using two variations of a piece of content to see which gets better results. This type of testing is particularly well-suited to comparing the content of two variations of an advertisement, as the metrics of clicks and conversions are relatively easy to track.
The content on your law firm website is often the reason a potential client decides to pick up the phone and retain you as his or her attorney. As a result, it is critical for lawyers to take steps to ensure that the content on their website is accurate and compelling. Our professional legal content writers are ready to help and will work with you as closely as you would like to create unique content that resonates with your target audience. Call us today at 314.691.8602 or send us an email through our online contact form to get started today.