Smart attorneys recognize that their money is made working with and signing clients. That means that many other marketing efforts, while they might be enticing or seem right up your alley, are not the best use of your time.
Reserving your time for the high value, high revenue tasks means that outsourcing to a freelancer is a great way to save on costs, while also getting the expertise of someone who understands your industry and general marketing principles for your law firm. What follows are five different types of writing-related work that you can outsource to a freelancer.
Freelancers who work in the online marketing world understand the importance of sharing your materials on social media. They'll also know which platforms are most relevant for you and your practice areas and can help to craft compelling copy to be shared on social media.
Although it might initially seem like law firms don't need to be on social media as a primary way of converting clients, if you're already going through the effort of creating copy, it makes sense to have an established social media presence.
Proofreading Legal Documents
While most people outsource legal copywriting and legal SEO writing to a freelancer, many people who are knowledgeable freelance writers have a strong grasp of the English language. This means they can proofread legal documents for you to ensure accuracy and to point out problems.
You might have someone in your office who already does this but outsourcing it to a freelancer could get you a faster turnaround if the in-house person also has other responsibilities like answering the phone or assisting clients who are currently in the office. Furthermore, someone who is experienced in the legal realm will know what to look for and can help speed up the process as effectively as possible.
Website Content Writing
Hiring a legal website content writer ensures that the brand, tone and style of your firm comes across successfully on every page of your website, from the 'About' page to the 'Contact Us' page to the all-important 'Homepage', the website content pages for your law firm should do double duty.
They should speak directly to your ideal customer in a compelling manner while providing information and also include relevant keywords and proper formatting to rank in search engines. Website content pages are slightly different from writing for a blog since website content pages are generally static or pieces of content that are only updated once or twice per year.
These need to have the appropriate length, subheaders, meta descriptions, and photos to be as easily readable as possible by your prospective clients. Hiring someone to write your website content means that they should have a background in the law or at least an understanding of your practice areas so that all of the material comes across as professional and knowledgeable.
It is crucial for law firms that want to be competitive in the online landscape today to leverage their blog. I see far too many law firm websites in which the blog includes irrelevant information or has posts from six months ago and nothing more recently.
This is leaving money on the table because updating a blog regularly signals to search engines that your website is a location of high-quality information that is helpful to readers. The more that you can signal this to the search engines, the easier it will be to rank for your practice areas in your geographic location.
Blogs that are posted once a month will have much less ability to convert clients or to earn you rankings on search engines like Google than your competitors if those competitors are blogging every day or even a few times per week. Hiring a legal copywriter to handle your blogs requires that this person has an extensive understanding of the issues in the field and is able to come up with compelling titles and copy that will consistently help your prospective readers and assist you with maintaining or growing your rankings in the search engine.
Brochures and E-Books
In addition to the static content on your website and a regularly updated blog, another way to gain an advantage in the online market as an attorney or as a law firm is to make use of brochures and e-books. Plenty of law firms use a free e-book as an opt-in to get your prospective clients on your email list.
This means that you are regularly in touch with these clients should they not have a need for your services now, but want to work with you in the future. For example, a traffic ticket attorney might have a free e-book about five mistakes to avoid when getting a traffic ticket in your state.
An estate planning lawyer might have a guide about how to help choose a nursing home for a loved one.
These free materials encourage people to opt into your email list and to start building that important "know, like, and trust" factor so that you are top of mind when it comes time for them to hire an attorney or a law firm. Your brochures and other marketing materials should be consistent with the content that is on your website in terms of your blog and your static pages. That's why it's a good idea to have a legal copywriter on retainer who already understands how your firm works and how you approach situations with clients so that everything is consistent across the board.
Outsourcing to a legal copywriter can be a nerve-wracking process if you are concerned about mistakes or have been burned in the past by other legal copywriters. Experience counts, and you get what you pay for when it comes to legal writers online.
If you're looking to outsource to an experience legal copywriter, contact us today.