Content Marketing For Lawyers Equals Law Firm Success

February 28 , 2023 | BY admin

content marketing

Law Firm Content Marketing

Content marketing for lawyers is as crucial to a law firm’s success as it is for any business. In case you haven’t been told before, here’s the truth of the matter. If you own a website and are marketing online you are in the publishing business. This means that you are in the content marketing business and for law firms, it is much more involved. Why is this? Well, for starters, law firm content is held to a much higher standard, not just by readers but by the organizations like the American Bar Association, which regulates law firm and attorney advertising in the U.S. Content written for law firms must be accurate and include the latest references to updated laws.

When planning your website it is necessary to understand that simply throwing up content without purpose is pointless. It should be evident that there is more to ranking websites than simply publishing a website and letting people know it exists. It doesn’t matter if you spend tens of thousands of dollars on a custom website for your law firm if you invest nothing in SEO and content marketing. A website that is not promoted properly is like a sign in the middle of the desert, it won’t be found.

Different Types of Law Firm Content

All businesses should take the time to plan out their content marketing strategy before even beginning to market online and that includes building a website. For law firms building a new website or upgrading an old one, these are the core components we recommend here at Forward Lawyer Marketing:

Custom Mobile-Friendly Website

  • Descriptive Home Page – Gives An Overview Of Your Law Practice
  • About Page – This should be a comprehensive history of the law firm including the start date, number of employees, etc.  Also include subcategories for individual attorneys.
  • Practice Areas – This page ideally should have an overview of all of your areas of practice and link to their individual pages. For law firms that cover a wider range of law, this can be quite comprehensive and may include a couple of dozen pages. These should reference current state laws as well.
  • Service Areas – These should be geographically targeted pages for nearby locations you want to pull clients in from.
  • FAQ – An FAQ page is an important page not only for site visitors but also for search rankings. Searches are driven by questions so FAQs are natural. You should also add these to your Google Business Profile, we will go into that more later.
  • Blog – All businesses should have an active blog and law firms are no exception. As stated in the beginning, if you are online you are in the publishing business. Search engines exist to collate and display content in search results. Search engines don’t create content so they rely on website owners to create it and organize it in sensible formats. One of the top ways of increasing rankings is regular blogging.
  • Testimonials – Potential clients want to see what other people have to say about you so you always want to include testimonials and case results when possible. It’s also good to link to review sites like Google and Facebook.
  • Contact Us – This is one of the most important pages and one often overlooked and shown little love. This should be treated as a money page since this is where people contact your law firm. Make sure that your law firm intake process is tightened up before you even get started!

Other optional components depend upon your individual law firm. If you do a lot of video marketing, it’s a good idea to have a video page, we suggest putting it as a drop-down below your blog. For law firms that the subject matter works for we also create RSS news pages that help attract local traffic. Law firms we have seen this work well for include personal injury and criminal defense.

It is also a really good practice to have a community involvement blog page. On this page, you would post things like local events that your law firm sponsors or participates in. These types of posts also let the search engines know that your firm is relevant to the local area. We have seen law firms have good success sponsoring local college scholarships as well.

How Content Should Be Written

Many people write as little content as possible to get by but this is a losing proposition. From research we have done on search results, the top search results are those with more content. Pages that contain at least 1,500 words rank the best and those that contain over 2,000 rank even higher. All of your main pages should have a minimum of 1,000 words and ideally, should be over 1,500. This applies to all pages with the exception of perhaps content and testimonials. All web page and blog content should include reference links as well as internal links to relevant posts and pages.

When it comes to blog posts, we recommend writing 500 words per post as a bare minimum. We prefer writing and publishing blogs of at least 1,000 to 1,500 words for our law firm clients. Those that post longer form blogs at least twice per month have better results than those posting less. The clients seeing the best results are those posting a 1,500-word blog every week targeting the keyword phrases they want to move up in rankings for.

Content Syndication

In addition to writing and publishing content on your own website, you also want to spread it far and wide to increase the number of people that see it. The internet has a built-in content syndication network through numerous social media platforms. Talking about social media causes some people to break into a cold sweat from the anxiety of even thinking about it! Relax, it’s not that bad, and an agency like Forward Lawyer Marketing can handle all of your law firm social media marketing.

So, which social media platforms should your law firm market on? It isn’t necessary to be on every social media platform, nor is it a good use of resources. If you have operated your firm for a decent length of time you should have a good idea of your demographics. The best use of your resources is to focus on the platforms that your potential clients are most likely to use.

While Facebook tends to be more generic in terms of demographics, others such as Instagram and Pinterest are more targeted. Below are some of the most recent social media demographics for major platforms from Sprout Social.

  • Facebook demographics – Number of monthly active users: 2.91 billion. Largest age group: 25-34 (31.5%) Gender: 43% female, 57% male (no data on other genders)
  • Instagram demographics – Number of monthly active users: 2 billion. Largest age group: 25-34 (31.2%), with 18-24 close behind at 31%. Gender: 48.4% female, 51.8% male (no data on other genders)
  • Twitter demographics – Number of daily active users: 211 million (up from 187 million). Largest age group: 18-29 (42%). Gender: 38.4% female, 61.6% male (no data on other genders)
  • TikTok demographics – Number of monthly active users: 1 billion. Largest age group: 10-19 (25%). Gender: 61% female, 39% male (no data on other genders)
  • Pinterest demographics – Number of monthly active users 431 million. Largest age group: 50-64 (38%). Gender: 78% female, 22% male (no data on other genders)
  • YouTube demographics – Number of monthly active users: 2+ billion. Largest age group: 15-35 (highest reach). Gender: 46% female, 54% male (no data on other genders)

As you can see from the data above, Facebook is a good overall choice for most law firms with the best balance between males and females. While the ages of 25-34 represent the largest age demographic, we know that people of all ages use the platform including senior citizens. Instagram is also well-balanced as far as gender but tends to trend younger as does TikTok. If you want to target males more predominantly Twitter is a good choice, while Pinterest would be best for targeting women. Like Facebook and Instagram, YouTube is also very balanced between males and females.

From our experience working with law firms of all sizes across the United States, my recommendation for social media, in general, is to start with Facebook, Instagram, and YouTube in addition to posting on your Google Business Profile. In addition to organic social media posting you can also utilize paid posts and social media ads that appear in the feeds of users.

Advantages of Lawyer Marketing Consultation

Online marketing for law firms matters. It’s a competitive market, and having expert advice gives you an edge. Here are some examples:

  • Website Design: Having a fast, mobile-optimized website drives conversions and helps search rankings.
  • Google Ads: Edge out the competition and maximize your ROI by systematic testing – and understanding what your key clients search for.
  • Local SEO and Google My Business Optimization: If your law firm focuses on a specific territory, be it a ZIP code or an entire region of the country, optimizing for these areas could help capture more local searches.
  • Facebook Marketing: People spend a lot of time on Facebook. Ads, reviews, remarketing, social-optimized content, and so on can improve visibility, drive website traffic, and even provide some credibility.
  • Content Marketing: Sometimes, with all the strategy and digital marketing tools, it’s easy to forget why people came to your law firm website in the first place: Useful, actionable information. Content marketing makes sure you deliver what people want.
  • Video Marketing: Videos can drive client engagement, establish you as an authority – and improve various metrics that help your search rank.

Our goal is to learn your law firm marketing goals, then help you achieve them. Please contact FORWARD Lawyer Marketing at (888)590-9687 at your earliest convenience to get started with a no-obligation consultation. For some real-world examples of what we do and how it can impact your practice, feel free to check out a few of our case studies.