There is an entire industry centered around content creation.
We receive numerous emails on a daily basis from content creators promising their content will bring us to the first page in a Google Search. Indeed, Google has always used content as a ranking factor and as they change and improve their algorithms content will continue to remain an important part of how you show up. Content writer Michael Preymoore says, “Google loves up-to-date and relevant content. How does your contact stack up?”
If you have a website, it’s likely you have spent a great deal of time and money to get it right. Having the most expensive website design and development, will not be beneficial if your not constantly updating fresh content to it. Google crawls thousands of websites each hour, and it knows if yours is not updated. When you add content to your website, you are providing useful information for the world to see. Google will check if there are any changes on your website, and updates the database accordingly.
Having relevant and new content on your website will provide value to your visitors. When a website visitor finds an article or blog on your site, you enable them to make an informed decision about whether or not they will use your services. By keeping outdated information off your website through always adding fresh content you help establish your law firm as an expert in the local community.
It’s not enough just to overload your website with content. Stuffing the right keywords into your content can even have an adverse effect if your content is not relevant. By having relevant content, you are able to provide useful information to anyone who is searching for answers to their questions. Being relevant means that you are intentionally providing the right kind of information and leaving non-relevant content off of your site. By offering this information, you are enabling the web user to optimize the experience of their journey to finding a lawyer. How can you create content that is relevant that will engage your website user?
Here are some questions that can assist you in creating content that is relevant.
Who Is Your Client?
If you are a personal injury attorney, most likely you would not want someone calling your office for an IRS Tax issue. It’s normal for Attorneys to have different practice areas. Make sure you are targeting your ideal client.
Why Should They Hire You?
As you are not the only Attorney in your town, you need to set yourself apart from your competition. Do you have your big case wins on your website? Do you have your accomplishments, education, and community involvement on your website? Do you have any testimonials, video or written out on your website? In your content, make sure you can answer the question “Why Should I Hire You?”.
Why Would They Not Hire You?
Equally important you need to address why a potential client would hire someone else and not you. We all have fears and doubts. When you create your content, make sure you address the negative concerns by removing their doubts. Establish yourself as the trusted expert in your field that is prepared to take on any situation.
Showcase Your Expertise?
It’s a great accomplishment when your work gets published. But most Lawyers don’t communicate their published work in layman’s terms. When you tell the story behind the effort that went into your published work, you are able to shed a new set of eyes to your accomplishment. Do you attend any CLE Training? Do you instruct CLE Training? If so, what was the topic about? Your website should showcase your skills and knowledge of your training and education. Don’t forget to update this information as it changes
How Have You Answered Their Needs?
Everyone that lands on your website is looking for something. How quickly can they find the information they are looking for? For some, they are looking to see if they can handle their legal situation on their own. For others, they need help now, and have picked 3 law firms from a Google search to choose from. No matter how they got to your website, make sure you can clearly meet their needs.
Who Has Echoed Your Praises?
The same people that recommend clients, are the people you should ask to give a testimony or leave a review on Google. Having others tell about your services is a great way to strengthen your content. If someone’s great testimony about your services is added to your website, then you should cultivate content to mirror what they are saying. This will help bring the human element that is so often lost when we get too specific in the legal jargon on the website.
If you are looking to change the way you do content on your website, Contact Us! We know what it takes to reach the right clients with the right content, and our Team of Content Copywriters are ready to cultivate the content capable of attracting and retaining new clientele.