With the continual rise of SEO practices, your law firm’s digital presence becomes more critical to its success every day. For new clients, your website may be the first impression they get of your business; for existing clients, the site should act as an easily accessible resource for their general questions and needs. But how do you keep your site up to date, and more importantly, how do you keep a steady stream of traffic to your website?

What is Evergreen Content?

Evergreen content provides your team with the opportunity to create long-lasting, relevant articles that continuously attract the attention of potential clients. This type of content doesn’t follow a trend cycle or care about the seasonal boosts for legal cases—it answers the public’s most pressing questions regardless of time.

Some specific examples of popular evergreen content styles are:

• How-to Guides: These can be locational, such as, “How to Find the Best Lawyer in My Area?” to help hyper-target your local market.
• Top X Lists: This can be guiding lists with pressing advice, such as “10 Reasons Why You Need to Hire a Divorce Attorney.”
• Case Studies: When it comes to proving real world results, nothing beats a case study to showcase your firm’s authority and effectiveness to potential clients.
• Tips and Tricks: From common mistakes to top tips from a lawyer, these advice-style articles, like “What are the Most Common Financial Mistakes Made During Divorce?” are timeless.

As long as your marketing team is answering common questions, especially ones commonly asked by your clients, your content should remain evergreen for years to come.

How Can Evergreen Content Help Your Law Firm?

Following these guidelines, your firm should be able to see a steady flow of traffic to these pages when completing your site audits. But what else can evergreen content do for your firm? From filling content gaps to boosting your brand awareness and authority, these long-term blogs are key players for any marketing strategy.

Drives Traffic

Like any blog or article, evergreen content will help drive the right traffic to your site. The difference, however, is that evergreen content is a sustainable traffic driver that you can rely on for years to come, which makes evergreen content creation a crucial part of your marketing plan. When done correctly, and due to the nature of what is covered in evergreen content, these articles will likely show up in your website’s monthly metrics as some of your most popular pages. Interlinking within your evergreen content will also help keep visitors on your site, and give them a sense of security with your authority and expertise as a firm. Making practice area-specific evergreen content is also a great way to drive traffic to your most popular focuses, or to ones you’d like to boost.

Emphasizes Your Authority

Evergreen content serves as a showcase of your senior partners’ knowledge and of your firm’s authority within the industry. Articles that provide consistent assistance, and highlight a concept that only someone with years of experience could articulate, build a sense of trust between the author and reader. This is critical for grasping the attention of potential clients and proving your worth as an attorney early in the acquisition timeline. If your law firm has also optimized this evergreen content for search engines, your stories should rank well, showing up at the top of search engine results pages to give your firm a competitive edge in a saturated legal market.

Fills Content Gaps

We understand that slumps happen and inspiration may not always strike when you need it to. One of the great things about evergreen articles is they can be used to fill existing content gaps. Take a look at what your competitors are putting out and consider how you can supplement those topics or fill-in on crucial information that they aren’t covering. This may look like playing into a specific aspect of a topic—if other firms are talking about common personal injury cases, your firm can do an “average settlement for dog bite cases” article. This allows you to provide the answers your competitors couldn’t in a long-lasting and valuable way.

Brand Awareness

Combining helpful evergreen content with a consistent presence on search engines means your firm will be more visible than ever. Brand awareness is huge for any marketing strategy, as it is one of the building blocks of client trust, acquisition, and conversion. This process starts with making your firm’s name recognizable to potential clients. Intelligent and helpful evergreen content is a great way to get your brand’s name in front of these viewers and encourage them to learn about your senior partners’ experience and expertise.

How to Start Making Evergreen Content

While there’s no denying the importance of evergreen content, the content creation process can be time consuming for busy attorneys. If your law firm still wants to take advantage of the benefits evergreen content can provide, reach out to our team today to learn more about how we can take the planning off your plate with our SEO and digital marketing services.