When we discuss digital attorney marketing, we generally have one goal in mind: more leads being driven to a law firm via various channels like website optimization, local directory funnels, social media branding, and online reputation management.
One of the biggest, most important facets of online law firm marketing is content development. If you’re a savvy attorney marketer—and as a reader of our blog, you probably are!—then you already know the criticality of a solid content strategy. However, there are many different types of content and it can be confusing to sort through the possibilities.
Let’s take a look at three different content avenues that work best for attorney SEO.
- Long-Form Articles
Assuming that your law firm’s website is usually the all-important starting point for lead generation, you will absolutely want to pay attention to long-form articles.
Different from blog posts, which tend to be shorter and perhaps more topical, the articles we’re discussing here are deep dives into a single subject. Often several thousand words in length, the topics are frequently more complex than can be reasonably tackled in a blog and should be designed to educate your potential clients.
A Social Security disability attorney might focus on an in-depth discussion of these topics, for example:
- Disability hearing: what is the hearing like? Where will it be held? What testimony is expected? Will witnesses be called, and how will they be utilized?
- Legal issues: can drug and alcohol addiction impact a disability verdict? How does age factor into the decision? What is the definition of a severe impairment?
- Evaluation process: who is and isn’t disabled? What’s the sequential evaluation process? What role does the treating doctor play?
Each of these bullet points can be greatly expanded upon. The idea here is that you want to showcase your legal expertise and provide answers that potential clients have been unable to find on other sites. If you can rank for a few choice keyword terms in your geographic area by crafting sufficiently helpful long-form articles, your lead flow will benefit in the long run.
It’s important to note here that any articles (or blogs, for that matter) that you put on your site should be unique. Writing a 2,500-word piece on the differences between a catastrophic injury and one that is less severe might sound daunting, but you should always resist the urge to copy from other sites. Google is adept at discovering duplicate content and you want to set yourself apart from the competition.
- Blog Posts
Our old friend the blog post has had a long and storied history, but crafting high-quality blogs is still widely considered an imperative tactic for increasing a law firm’s web presence. Once you have a website up and running, the next logical step is to begin populating it with timely posts.
Even if you’re a little uncomfortable with writing, you should at least give blogging a try or investigate hiring an attorney marketing firm to do some of the legwork for you. There are myriad benefits that accompany the practice of posting regular, timely blogs.
- Constantly demonstrate your knowledge: when potential clients visit your site, they’ll want to know that you’re an active, experienced attorney. You may just be starting out and not have dozens of case results to reference, but you can still show your visitors that you’re the attorney for them by displaying your legal expertise. If you consistently produce valuable, engaging blog posts, you’ll keep people on your site longer and convince them to pick up the phone by answering their questions.
- Larger site size: the bigger your site, the more content Google has to crawl through…and Google absolutely loves content. This doesn’t necessarily mean larger sites always have better rankings—there are hundreds of factors search engines consider in their ranking algorithms—but you certainly want your law firm to be associated with good content. Blogging is an easy way to add more power to your brand over time.
- Topical nature: I mentioned earlier that blogs can be more topical due to their shorter length (somewhere around 1,000 words is a good target to aim for when crafting your own posts). For attorneys, this provides an excellent opportunity to link with current events. If you’re a DUI defense lawyer, for instance, you might blog about increased police presence around the holidays and post a link to an article from your local police department discussing new DUI checkpoints.
We’re big believers in the power and scope of blog posts. They offer a different user experience than long-form articles and can be produced (and digested by potential clients) more easily. Combining a consistent blogging schedule with the occasional longer article is a great way to improve your attorney SEO.
Multimedia certainly counts as content, and as mobile devices become ever more prevalent, the stock of online video continues to rise. Your site visitors may be looking for a clip that quickly explains a concept from one of your blog posts, or they might want to get a feel for who you are as a person before they hire you as their attorney.
YouTube is a vast search engine in its own right—and part of Google’s ever-expanding network—so you don’t want to ignore its audience. Not everyone wants to read text, and you can still use keywords and other methods to properly optimize your clips in the same way you’d mark up a page of text.
Videos can also be easily embedded on your website and shared on your social media channels. A 30-second educational clip explaining a hot-button legal topic might be just what your audience wants on Facebook, whereas potential clients browsing your website may be willing to spend more time reading articles.
In either case, video offers a different avenue to attract clients to your firm and keep them active on your social channels even after their case has been closed. Don’t be afraid to experiment with new multimedia possibilities; the online landscape is constantly changing and you don’t want to be left behind.
Content Is Your Friend
Your potential clients are going to be interested in information about questions that are important or concerning to them. They’ll want to be reassured that you’re the right lawyer to tackle what may be the most distressing moment in their lives.
A combination of the three types of content discussed above will help you improve your lead flow over time. Content production is often time-consuming, but the rewards can be great. Expanding your online presence increases the power of your brand, so you should put the goal of producing high quality articles, blog posts, and videos near the top of your to-do list.