How Publishing Content Can Help Boost Your Law Firm’s Website Rankings

Date: June 23, 2022

Content Marketing Flow Chart Concept

What Is Content And Why Is It Important?

Content is the foundation of a digital marketing strategy. The content you create communicates your message, educates your readers, and persuades a potential client to choose your services over your competition. In fact, providing high-quality content is one of the most important things you can do to attract clients and create interest in your law firm.

Why Do Law Firms Need A Content Marketing Strategy?

With effective content marketing initiatives, attorneys can build brand awareness, increase business exposure, and ultimately generate more leads. Essentially, content marketing for law firms supports growing your client base and becoming a resource in your specialty.

How To Write Relevant Content

The best content for law firms will directly address clients’ commonly asked questions, relevant case topics, and a clear call-to-action at the end of each page. Great content will fulfill a need or desire while simultaneously positioning you as a trusted source for useful information and expertise. It’s a win-win! Below is an outline of some key steps to ensure your content is relevant to your target audience.

Know Your Keywords

To choose the right keywords with the best results you will need to think like a client. What are commonly searched terms for your law firm? Frequently asked questions from clients? Specific practice areas or services your law firm provides? Your keywords will target different landing pages or web pages dedicated to those search terms and phrases.

Blog articles are excellent for this type of search and can contain several keyphrases. Naturally, you should link that content to your service pages or contact forms.

One of the best tips for choosing the right keywords is to know where to begin your research. Google’s Keyword Planner tool is a free tool to compare keywords and will help determine which work and which do not. This can be accessed within the Google Ads platform. Simply create an account, then use the planner to enter a key phrase. Results will show how many people searched for those keywords over time. The service also displays related phrases with associated traffic counts.

Alternatively, working with the right SEO agency will allow you to identify which marketing campaigns are providing the best return on investment and can also help you to measure the results of your content and SEO campaigns so that you can see how effective they are.

Be Specific

Pack as much useful information as possible into your posts to help readers understand the topic and find the answers they are looking for. For example, if you’re writing about what steps to take when filing for divorce, don’t stop at telling your clients to gather as much information as possible, but rather provide a checklist of what exactly they need.

When searching for a specific answer, most visitors will only read 20% of the content on your web page. Use bolded headings, lists, and break out your content to make it easy to take in the information you are providing.

Be Informative

Informative content brings a reader to your website and hopefully compels them to complete a call-to-action, such as calling your firm directly or submitting a contact form. When someone searches your keywords or topics, they are oftentimes looking for answers to a question or for information on specific services. You want to be sure that your content is providing that answer in the best possible terms, without losing your visitor’s attention or your message getting lost in translation.

Guest Blog Posts On Other Websites

Guest blogging is a content marketing tactic that involves writing and publishing blogs or articles for other websites.
These articles include your byline and, oftentimes, are highlighted by the editor of that website (or publication) as being written by a “guest author” or a “contributor”. They also include a link back to your website, and a brief bio of the author or business.

Benefits from guest blogging can include:

  • Building a profile as an industry expert/thought leader
  • Improve SEO performance
  • Build authoritative backlinks
  • Build relationships and drive new client leads
  • Drive referral traffic
  • Improve brand awareness

Guest blogging can be a powerful way to promote your law firm through other publications and get your law firm’s name in front of new audiences (and potential new clients). Not to mention, publication in a third-party outlet serves as an “endorsement” from a neutral party of your position as an authority with expertise and insight. Well-written posts help readers trust your name, making them more likely to visit your website and engage your services.

When choosing publications to contribute to, consider what sites your target audience visits and the type of content they consume. Experts believe it takes at least five impressions for people to remember your brand, so frequent guest posting can boost your brand exposure and make a lasting impact.

Learn More About Content And SEO For Your Law Firm

Looking to kickstart your content and SEO strategy? 9Sail can help! We develop an understanding of your law firm and the environment you compete in to create a plan of action that is catered to your needs and goals. Interested in a site audit? Contact us today!