When marketing your law firm, there are several different cornerstones that must be considered as part of the content marketing process. This will make it much easier for you to accomplish your goals and verify that you are achieving as many powerful metrics as possible as you attempt to grow your influence, establish yourself as a thought leader in the field, and enhance your search engine rankings.
Powerful Static Content
Static content, also known as your website content, like your practice area pages and your About pages, should always be written with the end reader in mind but it should also include clarifications for search engine optimization. For example, the most commonly searched terms for your type of practice area or your local area should always be incorporated in your legal content marketing plan.
In addition to the static content that you may publish once and update every couple of months or once a year, you will also want to publish regular content to your blog. This should come in a variety of different formats.
First of all, you may share firm news such as bringing on a new partner, celebrating an achievement like an award in the community or even supplementing new practice areas and in-house events you have scheduled. However, your blog should also answer some of the most common questions brought to your law firm by prospective clients. Doing so tells the search engines that you're an industry leader in these particular practice areas and can make it that much easier to connect with your ideal clients.
Images should be used throughout your website as a tool to help break up the text. Far too many law firms rely entirely on long pages of texts that do not have strategically placed images.
These images also serve two purposes in your content marketing strategy. First of all, they help to draw the readers' eye down the page and make it easier for the reader to consume all of the content.
Secondly, however, these images should have alt tags added to them to signal to the search engines what the image is about and why it is placed in your article.
For example, your alt tag should always include the primary keyword for which you are trying to rank. Including these various images and ensuring that they are properly licensed for commercial use can make your website more appealing from a visual perspective.
It can also make it easier for readers to scan your content. Images also tend to put people at ease and it shows that you identify with the unique situation they are going through at that particular time.
Working together, these three cornerstones are necessary for powerful legal content on your website that helps to accomplish all of your goals and signals to your ideal clients how you work as a firm.
Don’t want to worry about your firm’s blog? The good news is you don’t have to- outsource to a legal content writer you can trust.