Have you ever done an analysis of some of the most popular materials on your website? This can be a great way to see what you're ranking for already and where you have the most opportunity to grow. When beginning to work with new law firms on their content strategy, I often take a look at how their site is already performing. This has more to do with what the copy looks like and what people are searching for and finding on their site than it does the design or speed of the site.
However, it is equally important to ensure that the speed and design of the site are friendly towards your readers and mobile devices. When analyzing content, I often ask my clients to provide me with a list of the top 5 or top 10 highest performing materials already on their website. Many times they will be able to easily access this through Google Analytics or through other internal knowledge. This helps me to create complementary content for the rest of the website. Imagine that an estate planning firm, for example, had a most popular blog of the 10 most common mistakes made when applying for Medicaid.
If it was determined that people were regularly landing on this website and then scheduling consultations or filling out a form to learn more about the firm's Medicaid planning services, I could develop vast amounts of complementary content related to Medicaid applications, Medicaid penalties, look-back periods, what Medicaid does and does not cover, Medicaid versus Medicare, how long it takes to qualify for Medicaid etc. etc.
It shows to me that the site has already established itself as an expert with good domain authority surrounding the prospect of applying for Medicaid. Building complementary content means I can link back to that core page that's already achieving results in the search engines and speaks directly to the ideal type of reader already landing on the company's site. A prospective reader who discovers multitudes of more relevant blogs, free guides and resources about the Medicaid application process could easily come to the conclusion that the law firm has extensive experience in this area of the law, and perhaps is even the go-to law firm for these types of elder law issues.
Complementary content is one of the easiest ways to capitalize on the success you've already achieved with your law firm blog and to continue to create highly targeted and relevant content for your ideal audience, all while signaling to the search engines what your site is all about. Any copywriter hired to write law firm blogs or law firm content for you should be familiar with the process of creating complimentary content and generating an editorial calendar to drive the various concepts behind your law firm's blog and website.