What is content marketing for law firms and why should you solicitors do it?
What Is Content Marketing For Law Firms?
Content marketing or seo for law firms I define as:
Adding quality content to your website consistently which answers the questions your ideal clients type into the search engines.
The key parts here are:
- Quality content. By this I mean quality content for your reader, which is not necessarily the same as quality content that a solicitor would like to read. It needs to be easy to read, cover off your prospects main concerns about the topic and encourage them to make contact with you.
- Answering your ideal clients questions. A very important part of content marketing is keyword research which will tell you precisely what your ideal clients are typing into Google/the other search engines. I have learned over the years that there is simply no point in adding content to your website if no one is looking for it.
- Consistently. When I speak with a new solicitor, I often ask them how their website performs for them. “Oh, we have one blog post that brings in new clients every week” they proudly say. “Fantastic!” I reply. “So how often do you add new blogs.” “Never” is usually the response. Then I watch as the penny drops…. For content marketing to work, in other words for you to generate more enquiries every week and every month, it must be added consistently to your website.
Why Should Solicitors Undertake Content Marketing?
Having been a solicitor for many years, and having worked for law firms as a law firm marketing consultant since 2003, I have always tested every method of marketing before advising my clients to do the same.
When I realised the power of content marketing, I undertook a test on one of my own websites, Solicitors Near Me, of adding new content every month for six months.
Below are the results of that test (latest month at top, oldest month at the bottom):
Ultimately, content marketing brings you more visitors and more enquiries for your services.
If you would like to discover more about my content marketing services, simply click the button below: