Elevate Your Law Firm’s Online Presence: Key Strategies for Impactful Attorney Website Content
Sarah Edwards
Where do people turn when they need legal help? You might suppose that they ask friends or family members or use a legal directory. While these are common approaches, about 50% turn to the internet first.
If you don’t have a strong online presence, there’s a good chance you’re missing out on a whopping 50% of prospective leads in your area.
The answer to getting noticed and growing your presence is great attorney website content. Quality content bridges the gap between potential clients and your legal team. You can use your content to educate consumers, build relationships, and generate leads.
Not sure how to elevate the quality or impact of content? Here are 10 actionable strategies to make the most of your legal content marketing.
Why Is Attorney Website Content Important?
There was a time when many attorneys didn’t even have a website. In fact, as recently as 2019, only 86% of lawyers had a website, and four out of 10 solo attorneys didn’t have their own sites. Today, 94% of law firms have a website.
According to Statista, there are roughly 1.33 million active lawyers in the United States. Based on the previous statistics, 1.25 million of those attorneys have an online presence.
If you want to stand out among these tens of thousands of legal professionals, you need great attorney website content. Quality content will boost your site’s visibility and help you get noticed by the right audiences.
Roughly one-third of clients start their search for an attorney with a general web query. When your website content aligns with their search intent, your chances of getting noticed increase significantly. On the flip side, if your site is a barren digital wasteland containing a few measly service pages, you might as well not have a site at all.
10 Strategies to Create Better Attorney Website Content
Whether you have virtually no website content or you simply need to overhaul your existing library of blogs and landing pages, these tips for producing high-performing attorney website content will help you make an impact on your target audience.
1. Know Your Audience
First and foremost, you need to know who your audience is and how they search for legal content.
Start broad, defining general information like age range and location. Then, narrow your focus to align with your practice area. For instance, if you specialize in divorce and family law, your primary audience is likely adults who are married and/or have children.
Next, dive deep into your audience and determine where they’re most active and what topics they’re interested in. For instance, let’s say you practice family law in Atlanta. Members of your target audience might query phrases like “child custody lawyer in Atlanta.” More on geographic targeting in a moment.
2. Showcase Legal Expertise Through Educational Content
Your attorney website content should showcase your expertise and legal knowledge while being digestible and easy to understand. Striking this balance can be tough, but it’s vital for connecting with your audience.
Publishing legal content is a great way to build your authority over time. You can establish yourself as a reputable source of legal knowledge within your practice area and build trust among prospective clients.
3. Incorporate Client Testimonials and Case Studies
Your attorney website content must include client testimonials and case studies. By providing real-world examples of what you’ve done for other clients, you can inspire confidence in your knowledge and abilities.
If you don’t have much in the way of testimonials or reviews yet, it’s time to start gathering them. The easiest way to do that is to ask.
As you’re wrapping up a case, ask your clients to leave you a positive review. If they’re particularly happy with the quality of your work, see if they’ll provide a recorded testimonial. These are great for business!
4. Choose the Right Keywords
How can you make sure people find your attorney website content? Simple — by including the right keywords. The trick is to target and rank for keywords that align with your audience’s search intent.
You can weave keywords into your blogs, service pages, landing pages, and other types of content. However, you shouldn’t just spam your content with keywords — you need to strategically select keywords that are competitive and relevant to the topic of each piece.
Not sure which words to target? Partnering with a content writing agency for law firms is a great way to accelerate this process and ensure that you’re targeting the right keywords. A quality legal content marketing agency can also help you come up with topics, create content, and make sure every deliverable is polished and publish-ready.
5. Mix It Up
There are several types of attorney website content you should consider using. Some content categories worth leveraging include:
- Landing pages
- Service pages
- Blogs
- Testimonials
- White papers
- Newsletters
- Emails
But you don’t have to stop there. If you really want to make an impact on your target audience, combine your written content with infographics, images, and videos. Also, make it a point to use a multi-channel strategy that drives traffic to your site from other sources, such as social media platforms and emails.
6. Develop a Strong, Consistent Brand Voice
One of the keys to effective content is consistency. Whether you’re writing a post for social media, creating a landing page, or working on an informative blog, it’s important to exhibit a consistent brand voice. While the tone of the messaging can be flexible, every piece of content should feel like it was produced by your firm.
Think of your brand voice as your digital signature — it’s how consumers recognize you and your content. Over time, they’ll begin to associate this voice with positive feelings of loyalty and trust in your firm.
7. Offer Free Resources
Provide extra value to your visitors by offering “free” resources in your attorney website content.
For instance, if your state recently implemented a new personal injury settlement law, you could publish an ebook and offer it in exchange for the person’s contact information. They get a valuable legal resource, and you get to build out your mailing list. Some other free resources you can offer include webinars and pamphlets.
Depending on your practice area, you can also offer free consultations. A complimentary consultation can make connecting with an attorney feel less formal and stressful for prospective clients.
8. Make Sure Your Content Is Mobile-Friendly
Over half of the internet traffic in North America originates from a mobile device. If you aren’t sure whether your attorney website content is fine-tuned for mobile, don’t delay in finding out. If it isn’t, you’re taking a significant hit in terms of reach.
When your content is mobile-friendly, it will be more visually appealing on mobile devices like smartphones and tablets. It will also load faster, which contributes to a positive user experience.
9. Optimize Your Site
Speaking of optimization, it’s crucial for your website to be finely tuned. According to HubSpot, 73% of web designers believe poor site responsiveness is the number-one reason consumers leave a given website.
Slow load times, lagging, or other mishaps ruin the user experience and will likely cause visitors to bounce before they view all that content you worked so hard to create.
The quality of your site will also play a huge role in your search engine rankings. While Google’s algorithm primarily considers the quality of your content, it also examines back-end performance aspects of your website. This is known as technical SEO.
10. Outsource to an Experienced Copywriting Team
Outsourcing blog writing can immediately elevate the quality and impact of your attorney website content. A great copywriting partner can provide well-rounded, on-brand content and offer insights to guide your overall marketing strategy.
Additionally, outsourcing alleviates the burden of content creation, allowing you to focus on what you do best: serving clients.
Top agencies like Write Collective have writers who specialize in creating legal content, giving you the confidence of knowing that the final deliverables will capture the essence of your brand and adhere to relevant marketing regulations.
Need Better Attorney Website Content? We Can Help
The quality of your attorney website content plays a pivotal role in your short and long-term success. When you fill your website with great content, optimize it for mobile, and ensure that it aligns with the search intent of your prospective clients, growth becomes a given.
That said, your day is already filled with pressing responsibilities — the last thing you want to do is sit down and spend hours creating quality attorney website content. Fortunately, you don’t have to. That’s our specialty.
As a full-service content creation firm, Write Collective handles everything from topic ideation to copywriting and editing. We deliver publish-ready content designed to strengthen your SEO stance and help you climb the rankings. Order your content marketing package today and experience the difference for yourself.
About Sarah Edwards
Sarah Edwards, the founder of Write Collective, is an SEO and content marketing expert with a strong track record in helping businesses, agencies, and individuals in every sector establish credibility online with strong links, optimized webpages, and superior copy.