Content Marketing for Lawyers Part 1: Build a Knowledge Center on your Law Firm Website

Content Marketing for Lawyers Part 1: Build a Knowledge Center on your Law Firm Website

Marketing your law firm requires a multi-pronged approach. If you think having a visually appealing law firm website that highlights the results you’ve obtained for your clients is enough, think again. Your website is your home base; where people can come to learn more about your firm, practice areas, view attorney profiles and see the cases you’ve won. It should also be a knowledge center to educate prospects on the legal matters that pertain to them and spotlight your firm’s expertise and leadership — all this can be done by adding high quality content to your site. Most law firms are sitting on a goldmine of content that never makes it to their website. This is an egregiously overlooked marketing opportunity.

Why build a knowledge center on your law firm website?

In addition to the reasons already stated, there are a few other reasons to add content to your website:

Improve Your SEO (search engine optimization) – Adding high-quality content to your website can improve its visibility in the search engines. In addition to your website being technically sound, search engines also care about the quality of the content on it. Content that helps answer questions and or solve problems demonstrate that your website is not only a brochure for your business, but a place people can find resolutions to their issues. Search engines like customer-centric content. This can help your website rank better, drive more traffic and ultimately convert visitors into leads.

Increase Your Reach – Good content tends to get shared online which can increase your reach. When that content is shared with a link back to your website, it also helps your SEO. By increasing the places your content can be found, it will increase clicks to your website which will send a signal to the search engines. This is a factor in how your website is ranked.

Increase Time Spent on Website – by offering informative and helpful content on your site, it can increase the amount of time a reader will spend on it. Retaining a visitor’s attention is critical. Search engines know how much time people spend on your website. If your website has a high bounce rate (i.e. people leave as soon as they get there), it can have a negative impact your rankings and standing in the search engines.

Establish Credibility, Confidence, and Trust – Prospective clients are looking for credible attorneys that can help them in their time of need. By offering high-quality content and resources, a prospect can assess whether you can help them or not. Once a prospect has confidently deemed you credible to help them, it is the beginning to establishing trust. If you look and sound trustworthy, it can encourage the reader to pick up the phone to call you.

Give People a Reason to Come Back to Your Website – A unique visitor may just be in research mode when they first come to your site. Give people a reason to come back to your website. They’ll likely remember that your website provided great resources and a lot of information about your firm. You’ll stick out in their mind and you’ll probably look better than your competitors who don’t have great content on their websites.

What can you leverage for your law firm website content?

In order to build a knowledge center, you need to assess the content you currently have at your disposal. Here are some questions that will help you explore what content can be created for and shared on your website:

What is your firm’s primary practice area or what is your firm best known for?

What are the most frequently asked questions and what are those answers?

Does your firm or anybody in your firm contribute to academic or industry publications?

Does anybody contribute to or comment on legal websites like AVVO?

Does anybody get quoted for news stories or other articles?

Does anybody give presentations or engage in speaking engagements?

Does anybody do a lot of civic work or are active in the community?

Does your firm attend special events on a regular basis?

Does your firm get feted or presented with awards often?

If you can answer these questions and produce documents for any of the above, you’ve got great content that can be used for content marketing purposes on your law firm’s website.

What types of content can you add to your law firm website?

There are many types of content that can be added to your website to build a knowledge center. Here are a few examples:

Legal Case Success Stories – without being too specific about the cases, success stories should be about the great work you do for your clients. Go beyond just the results; highlight the big wins and talk-up the process of how you were able to help the clients. What was their problem/case? Who helped them? What was the solution and final outcome? Was the client 100% satisfied?

Educational/Professional Videos – let’s face it, online video is huge. People’s attention spans are limited these days and they don’t want to read all of the content on your website. Good video can tell your story and humanize your firm. People want to know who they will be dealing with and how you can help them. Short videos can introduce your law firm, attorneys, and the types of cases your firm takes on. Videos are an essential content marketing tool and should be included in your overall digital marketing strategy. Videos not only help your website, but also help your off-site marketing efforts (we’ll get to that in part two of this series).

Legal Blog Articles – the days of the generic blog article are over. High quality blog articles that focus on educating the reader are in. Blog articles can also be a platform to share inside information about the goings-on and the people at your firm. Blogs can work in conjunction with press releases or news items. Ultimately, blog articles need to speak to your reader’s needs and highlight your expertise. Can you help them with their most pressing issues? Why should they chose your law firm over another? What legal questions are asked on a regular basis? A well-written blog article can answer these questions and elaborate on how you can help a prospective client.

Press Releases – when good things happen at your firm or on behalf of your attorneys, that is fodder for a press release. All lawyer websites should have a news and press section to shine a spotlight on the firm’s good news and accomplishments. Press releases can also be used off-site for marketing purposes as well.

Presentations and PDFS – do you have any public legal presentations? Or do you have any educational brochures, handouts or other documents saved on PDFs that a prospective client can download and read at their leisure? If you have any documents that highlight the great work your firm does, it should be added to your website.

In summary, ensuring your law firm website has high quality content should be priority number one in your lawyer website marketing strategy. However, adding this type of content to your law firm website is just the first step to a holistic content marketing strategy. Marketing the content off-site is equally important. We’ll explore ways to market your website’s content on other websites in part 2 of this blog series: Content Marketing for Lawyers – Off-Site Strategies to Increase Reach.

Are you ready to explore content marketing for your legal website? Click here to contact us or call  (856) 520-8218.

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