One of the primary challenges facing any law practice is reaching out to new clients. Content marketing is a solution many probate lawyers use to increase website visitor engagement and encourage new clients to seek them out. Here are a few things to keep in mind as you plan a comprehensive content marketing strategy.
What types of content generate leads?
There are several varieties of online content to consider when putting together your strategy. One of the most common ways to distribute online content is by creating a blog and publishing regular, SEO-friendly articles about topics related to estate planning law. Downloadable case studies and whitepapers are also widely used, but there are several other forms of content that can help you to get noticed.
Visual content allows you to create instant connections with visitors to your site, making it ideal for eliciting an emotional response. Rather than omitting copy (and valuable keywords) from your site, consider adding visual elements alongside it such as infographics and videos that will make your site visually distinctive and encourage visitors to look further. Of course, it goes without saying that all content should be easily viewed on mobile devices.
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Why create content?
You’ve probably heard the phrase “content is king” when it comes to creating a digital marketing strategy. There are many reasons for this. For one, building a content library allows you to show off your legal expertise and give users a glimpse into your practice. It creates a bridge between website visitors and your firm that will lead them down the conversion funnel.
Online content that is regularly updated and includes relevant keywords also improves your site’s position in search engine results pages (SERPs). It also allows you to build links with other sites, another important factor in increasing a site’s position in organic search results. Digital marketing trends come and go, but the reason content marketing has so much staying power is because it reliably brings users to your site in a variety of ways.
What should you write about?
The best online content for winning users over and boosting conversion rates is writing that tells your story. Because many firms use content marketing as a means of outreach, it is essential to stand out from the field of competitors. For example, many law firms offer informational online content that details one aspect of their practice. This might be an article with a title like “Frequently Asked Questions about Probate Law,” a piece that is designed to provide useful information to readers while encouraging them to seek out your website.
However, the most successful online content provides more than just information—it creates an emotional connection. A blog about how you helped a specific client, for instance, helps to put a human face on your practice and makes readers feel emotionally engaged. Online content that manages to be informative while connecting with readers’ feelings is ultimately the most successful.