Create Engaging Online Content to Impact Your Law Practice
Attract new clients with authenticity
In today’s digital world, a robust online presence is essential to any law practice. Your website and social media presence are indispensable tools to tell your firm’s story and connect with potential clients. Whether you’re just getting started or are an old pro, the following tips can help bring your online content to a new level.
Talk to your audience
Create content that speaks directly to potential clients in your area, not to search engines. SEO is important, and keywords to attain SEO that drives traffic, should flow organically through smart, detailed writing. If SEO is where you start, your content will feel cold, stilted, and unpleasant to consume.
Write what you know
Don’t feel like your online presence needs to be all things to all people. A blog that casts too wide a net could appear generic and uninteresting. Use your expertise to pique your audience’s interest. Your site will be unique and useful because it will reflect your personal voice and experience. Also consider writing about what’s happening in your own zip code. Locals who visit your site have the best chance of becoming clients, as they will see their own cultural identity reflected back at them through your content.
Be the solution to your client’s problems
Every blog, eBook, social post, and other piece of content should describe a problem and its solution. Present your firm as the knowledge leader in its field. Prospective clients will come to trust your site as a helpful voice and will be more likely to turn to your firm in times of need.
Provide information, not advice
The difference between legal information and legal advice is crucial to your firm remaining free of ethical conflicts in the online space. Legal advice is specific to a real-world cases, whereas legal information provides more general knowledge on the larger philosophy of the law or case in question.
Be timely and timeless
In the age of Google, readers are able to instantly find a variety of sources on any given topic. As such, your content needs to contain useful and accurate information that ideally will stand the test of time and be relevant six, nine, or twelve years down the road. It should also be personal – list the essential facts of the case or news story and then provide the content writer’s take on the issues involved.
A website is not a legal brief and it shouldn’t read like one. Think of the average site visitor as a potential client sitting on the other side of your desk. They’ve likely been looking online for the most basic information a law firm might provide. Let your site’s tone reflect your own, be it strictly professional or laced with humor, or a hybrid of the two. They need guidance and expertise delivered in a clear, coherent manner that doesn’t require a legal library to decode it.
Provide a diverse menu of content
Online content is always growing and changing rapidly. People have come to expect a firm to provide a certain level of expertise, and also to keep things interesting and relatable to the larger world. Some ideas:
- Step off the path occasionally. You should write about your area of expertise, yes, but don’t be afraid to venture off course slightly to talk about topics that may seem only tangentially related. Shake things up a little and you can keep your content fresh and bring in a few new folks along the way.
- Get personal. People relate best to stories about other people, not institutions or firms or scholarship. Your potential clients want to know that there’s a human being behind the blog. If a case or topic hits particularly close to home, express that and dive into the reasons why it’s important to you and should perhaps be important to your readers. Consider interviewing a colleague or mentor who may also have a powerful story to tell.
- Open a dialogue. Invite your readers to submit questions and answer them in a post, or do it live on social media.
In addition to your own web portal, a presence on social media is essential to success in today’s online landscape. More than any other medium, it allows your firm to engage directly with potential clients. If you don’t already have a presence on the following platforms, dip your toe in the water and you just might be amazed at what’s possible.
- Twitter is an excellent vehicle for engaging conversation and customer service. It’s also a great way to keep abreast of your industry’s latest news and to share it quickly.
- Facebook is better suited for direct business inquiries and is ideal for posting photos and video.
- LinkedIn is a great place to meet fellow legal professionals, in such groups as The Personal Injury Attorney Network, a group with over 12,000 members that share and discuss the news of the day.
It may seem like an obvious point, but it bears repeating – be forthcoming and transparent with your readers. Avoid making guarantees about legal results or representation. Offer disclaimers wherever needed to ensure that potential clients are fully aware that you are not (yet) providing legal counsel.
9Sail can be a valuable partner in curating killer online content for your firm. Contact us today to learn more.