Offering valuable downloadable content can be a game-changer for driving traffic to your law firm’s website. But what is considered “good” downloadable content, and why is it valuable? Let’s dive into how downloadables can have a significant impact on your law firm’s online traffic.

What Are Downloadables?

Downloadables refer to digital content that users can download from your website and access on their devices. These can take various forms, including e-books, whitepapers, guides, templates, checklists, audio files, video tutorials, and more. Downloadables are often offered by businesses and organizations as valuable resources to educate, inform, or entertain their audience.

In the context of law firms, downloadables typically consist of educational materials, legal guides, templates for legal documents, case studies, or industry reports. These resources aim to provide valuable information on legal topics relevant to the firm’s practice areas, helping to establish the firm as an authoritative source of expertise in the legal field.

How To Create Downloadable Content For Your Firm

Downloadables can be a valuable resource, but how do you create them? Following the 9 steps outlined below will help your firm get started.

1. Identify Your Audience and Goals

Before creating downloadable content, it’s crucial to understand who your target audience is and what goals you aim to achieve with your content. Consider the demographics, interests, and pain points of your ideal clients. Determine what specific topics or areas of law are most relevant to them and how your downloadable content can provide value and address their needs.

2. Choose the Right Format

Select a format for your downloadable content that aligns with your audience’s preferences and the goals of your firm. Common formats for downloadable content include:

• E-books: Comprehensive guides or reports on specific legal topics.
• Whitepapers: In-depth analyses or research papers on industry trends or legal issues.
• Guides and Checklists: Step-by-step guides or checklists to help clients navigate legal processes or make informed decisions.
• Templates: Pre-designed templates for legal documents or agreements.
• Webinars or Video Tutorials: Interactive presentations or tutorials delivered via video format.

Choose a format that allows you to effectively convey information and engage your audience. Not all downloadable content is the same, so your firm may want to experiment with different types of downloadable content, or use a few different formats.

A great tip no matter the format is to make sure the downloadables are branded to align with your firm. More on that in step 5.

3. Conduct Research and Gather Information

Once you’ve chosen a topic for your downloadable content, conduct thorough research to gather relevant information, statistics, case studies, and examples. Consult legal experts within your firm or external sources to ensure the accuracy and credibility of your content. Organize your research findings into a coherent structure that will guide the creation of your downloadable resource.

4. Create Compelling Content

Now for the fun part! Craft compelling and engaging content that addresses your audience’s needs and interests. Write in clear and accessible language, avoiding jargon or complex legal terms that may confuse readers. Break down complex concepts into digestible sections, and use visual elements such as images, infographics, or charts to enhance understanding and engagement.

5. Design Your Content

Design the layout and formatting of your downloadable content to enhance readability and visual appeal. Use professional design software or hire a graphic designer if necessary to create visually appealing covers, layouts, and graphics. Ensure that your branding elements, such as your firm’s logo and colors, are prominently featured throughout the content. You’ll want to make sure that if a user has downloaded your content and refers back to it at any time, your firm is still top of mind.

6. Add Value with Interactive Elements

Consider incorporating interactive elements into your downloadable content to enhance engagement and provide added value to your audience. This could include clickable links to additional resources or related articles, or embedded multimedia content such as videos or audio recordings.

7. Optimize for Lead Generation

Optimize your downloadable content for lead generation by requiring users to provide their contact information, such as name and email address, before downloading the resource. Create a dedicated landing page or form on your website where users can access the downloadable content in exchange for their information. Ensure that your call-to-action (CTA) is clear and compelling, encouraging visitors to download the resource. This step is crucial to have an understanding of who and how often someone is utilizing your resource. Be sure to implement tracking code onto your website and content to analyze this important information.

8. Promote Your Downloadable Content

Once your downloadable content is ready, promote it across various channels to reach your target audience. Share it on your firm’s website, blog, and social media channels. Consider partnering with industry influencers or relevant organizations to expand your reach. Additionally, incorporate keywords and metadata to optimize your content for search engines and improve its discoverability.

9. Track and Analyze Performance

Monitor the performance of your downloadable content by tracking metrics such as downloads, leads generated, and engagement metrics. Use analytics tools to gain insights into how users are interacting with your content and adjust your strategy accordingly. Continuously evaluate the effectiveness of your downloadable content and make improvements based on feedback and data analysis.

How Downloadables Can Impact Your Law Firm’s Traffic and SEO

Well-crafted downloadables can significantly enhance your law firm’s SEO efforts. By optimizing downloadable content with relevant keywords and metadata, you increase the likelihood of your website appearing in search engine results pages for related queries. Additionally, downloadable resources that attract inbound links from other websites further enhance your SEO efforts, driving organic traffic to your site and improving your overall online visibility.

Downloadables can have a profound impact on your law firm’s online traffic by establishing authority, generating leads, boosting SEO, leveraging social media, and enhancing client engagement. By creating high-quality downloadable content that resonates with your target audience and addresses their needs, you can drive more traffic to your website and ultimately grow your law firm’s online presence and client base.