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Are you tired of law firm marketers that oversell and underperform? I’ve talked to dozens of law firms frustrated with hiring marketing firms that promise to skyrocket them to the top of the SERPs. Sometimes, they even fulfill their promise to improve their performance on search engines, yet it doesn’t move the needle on conversions.
At Write Solutions Pro, we take a different approach that focuses on writing for the intended audience, understanding search intent, and focusing on driving conversions from browsers to engaged clients.
Your website is the digital version of your law firm, and in today’s technology age, it’s typically your best chance of making a positive first impression. I’m sure your firm has made an effort to make sure your physical offices are professional and inviting because you recognize the value of making a good impression.
Make sure you take the same care with your digital space. Clients often visit multiple law firm websites before initiating contact. They’re searching for the one firm that addresses their pain point in a relatable and professional way. If your firm’s website is generic and looks much like dozens of others in the area, why would a client initiate contact with your firm?
Potential clients are searching for a law firm because they have a pain point and need a solution. As a legal content writer, I specialize in identifying those pain points and writing high-quality content that addresses the needs of your target audience. While SEO is crucial, it doesn’t matter how optimized your content is if it doesn’t resonate with the target audience. We write content that clients read. It really is that simple.
The Reasons Content Marketing Fails in the Legal Arena
There are numerous reasons why your content marketing efforts may not be showing an adequate ROI. At Write Solutions Pro, we can evaluate a client’s website to identify why it’s not resulting in increased conversions. Let’s explore some of the most common causes.
Legalese is not the same as professionalism.
As an attorney, you’re likely skilled in writing compelling briefs and other court documents. That is profoundly different than writing web copy. Legalese has no place in legal content writing. That is why many skilled legal content writers are not attorneys. Having a content writer who can explain complex legal topics in an easy-to-understand, conversational tone can be helpful.
Overreliance on SEO
Search engine optimization is essential, and understanding the basics of good SEO practices can help your content perform well. But, the most critical factor in SEO is engaging content that offers value to the intended audience. Excellent content should always be the primary goal, and a skilled legal content writer can implement SEO best practices without sacrificing the quality of the content.
Using long-form content when a short blog would do the job.
Long-form content has its place when writing an in-depth overview of a complex topic. It is also crucial to establishing thought leadership in specific fields. However, most people consume information in short bursts. So, you need a good mix of long-form content that merits a reader investing their time in reading about the subject vs. legal questions that can be addressed in a 500-word blog.
How to Make Legal Content Marketing More Effective
One of the secret ingredients to good content marketing is understanding search intent. There are many tools to identify long-tail keywords with a large search volume. It seems simple enough to create content using those keywords and earn your share of the search volume. However, it’s a wasted effort if you don’t understand search intent. Understanding search intent is essential for engaging users and delivering content that aligns with their needs.
Focusing on long-tail keywords that draw visitors to your site but not those in the market for legal representation wastes resources that could be used to attract a target audience and drive conversions. By understanding search intent, marketers and content creators can tailor strategies to effectively meet user needs, leading to improved satisfaction and improved conversion rates.
Other crucial considerations for legal content marketing include:
- Understanding your audience—identify the target audience and understand their needs, pain points, and questions. Tailor content to address those specific concerns.
- Provide value—this cannot be overstated. Create informative and engaging content that provides real value.
- Utilize different content formats—We all have different learning styles and ways of processing information. Using different content formats, such as blog posts, infographics, and videos, can enhance engagement.
- Leverage social media—It’s no surprise that digital audiences use social media to consume information. Sharing content across multiple social media platforms allows you to reach a broader audience, and social media allows potential clients to feel they have more of a personal connection with a law firm. To use social media effectively, it’s important to engage with followers and encourage discussions about legal topics.
- Build authority—establish yourself as a thought leader by sharing insights, participating in webinars, and contributing to industry publications. Authority helps build trust with potential clients.
Visit Write Solutions Pro to learn more about why your law firm needs a legal writer.
Understanding the Value of a Legal Content Writer
Effective legal content writers possess an understanding of legal terminology, concepts, and the intricacies of law that allow them to create precise and informative content. Some attorneys struggle with trusting skilled writers who are not licensed attorneys because incorrect information can be catastrophic.
That said, legal writers with a well-established reputation know the importance of research using reliable sources. Such research ensures that the content is accurate, reliable, up-to-date, and compliant with legal standards.
At Write Solutions Pro, we use high-value source material that allows us to convey complex legal information in a clear and accessible manner. We have experience writing for law firms across the United States and Canada, and we aren’t afraid to ask questions if we encounter legal concepts that we don’t understand.
Our goal is to enhance a law firm’s online presence with a solid content strategy that incorporates well-researched articles, blogs, and practice area pages. Investing in a skilled legal content writer is beneficial in establishing credibility, improving client engagement, and growing the practice. Let’s explore how we can help your law firm make a good digital first impression. Contact us today for a free consultation.
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