The Shotgun Approach No Longer Works For Legal Marketing

Throw everything against the wall to see what sticks: that used to be the thinking behind many law firms’ Search Engine Optimization efforts.  You’d write out every possible practice area that someone might be inquiring about seven times over the course of a homepage, figuring that such iterations would boost rankings for each or at least one of those subjects.

You can’t get away with such methodology anymore.  Whereas content marketing and SEO used to be painted like a splattery Jackson Pollack, it now has to be applied with a very fine brush, very much in the lines and very representative of a given object or idea.  Law firms have to think carefully about what drives their firm and what they can do for clients, and then they have to relate that in a way that appeals to the sensibilities of those clients.

A new report relates the ways that marketers can formulate content that they know will draw in visitor.  And indeed, it starts with figuring out one’s identity.

What’s your identity as a law firm?  Are you the no-nonsense lawyer who will stop at nothing to help the little guys achieve a victory over the big guys?  Are you the compassionate attorney who will come to the client if they’re unable to make it in to your office?

Although you might consider yourself to be both of those things and more, it really is best to settle upon a consistent voice that you can carry throughout your firm’s messaging.  Once you have that, it will dictate the tone you take throughout your website and marketing materials.

Also dictating the content on your website will be what you hope to achieve with each message.  For something like a Pay Per Click ad, the goal is to immediately get someone to visit your site.  For a social media message, it could be to have them connect with you, maybe recommend a friend or a few over the course of time.  And with the website itself, you’re getting the visitor to call your firm or fill out a free consultation form based off of the expertise on hand.

Figuring out what shape the content will take will be the last step before actual creation.  Some content is news-based, focused on events that wouldn’t make sense to write about in a few years.  Think of a product liability lawyer writing about a recent recall.  Some content could come in handy no matter when it’s created (articles about the legal system as a whole, for instance).  You should spread out your efforts across both disciplines so that you’re not leaning too far in either direction.


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Posted In: Content Creation