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Generating content ideas for your law firm’s website can be challenging — in fact over half of people using websites and blogs find this to be their biggest struggle. Sometimes the obstacle is just the mental challenge of generating ideas that will be relevant and interesting to your readers. If you didn’t have anything else to do, that might be easy enough, but most of us are juggling other tasks and job duties (and in your case, actually practicing law!) and do not have time to brainstorm a batch of content ideas. If whipping up fresh, regular content is causing you stress, there is creative help around the corner.
Understand Your Audience
Before creating and delivering content, it is important to understand who will be reading it. Who are your law firm’s typical clients? Your legal services reach a certain demographic, so it is key to speak directly to them. Your law firm’s content should engage and educate in a relatable tone and a language that your potential clients will understand. Based on your past experience, you can focus on your prospective clients by asking yourself:
- What are the questions they usually ask?
- What challenges do they often face?
- What are their goals?
- What are they worried about?
- Who is our ideal client?
These questions may bring different answers, because your law firm may have a different target audience for each service you provide. One online tool for discovering your typical client base is HubSpot’s Make My Persona tool, which may help you create the content that will best reach your potential clients.
Generate Content Ideas
You know you need compelling and consistent information that will woo your target audience, but, back to the original question — how do you generate ideas? Fortunately, there are common sense ways to dig up valuable ideas, along with online generator tools that can make content ideas the least of your problems.
View Competitor Websites
Head over to the website of a competing law firm and assess their content. What topics are they covering? How often do they post new content? What is the nature and quality of their content? How long is each article or blog post, and how do they share their information beyond the website? Digging through your competitors’ websites and blogs can offer valuable, free insights that may help you direct your own content. Never plagiarize their content, but your potential clients are their potential clients as well.
Listen to Your Clients
Listening to the needs of your clients can be one of the best ways to uncover fresh content ideas. When they first walk in the door, they have questions, and these may be recurring questions that new clients habitually ask. Gather these FAQs and attend to these typical client concerns in the content you provide. After a case is closed, give your clients an opportunity to speak or write down their honest feedback of their recent experiences with the legal process. Some businesses offer gift cards or other perks in exchange for a personal or written review, often prompting with questions like these:
- Tell me about your experience with our law firm. Do not be hesitant to share both positive and negative impressions.
- How could we help future clients navigate the legal process?
- What should attorneys understand better about their clients?
- Do you have any further questions or concerns?
Many individuals seek advice from peers before they ever consult a lawyer. Check forums such as Quora or Legal Junkies to explore the law-related concerns of the average person.
Use Content Idea Generator Tools
These online content idea generators might be a good place to start when you are staring at a blank page:
- Hubspot Idea Generator — This simple tool is great for generating topics for blog posts. The Hubspot Idea Generator asks you for five nouns, and works with these to create engaging content ideas.
- BuzzSumo — This site offers content ideas, using the cutting edge trends of the moment. BuzzSumo sees high-traffic keywords and gathers content ideas from online discussion boards to suggest relevant content ideas.
- Impact’s Blog Title Generator — Impact allows you to navigate between topic ideas and also customize title ideas with suggested keywords.
- Answer the Public is a thorough tool that takes analyzed data from Google to generate content ideas for you. You input your keywords, and Answer the Public will offer you the most searched phrases that contain these keywords.
Types of Content
Once you have your ideas and have created top-quality content for your law firm, there are a variety of ways to offer this information to potential clients. Some of the most common ways to dispense content are website pages, blogs and email newsletters.
Your law firm website is the first impression for a potential client. It can make a positive introduction, or cause visitors to scroll elsewhere. The content on your website should attract new potential clients and convert them into actual clients, so your website needs to be visually appealing, but also highly educational. Quality information grabs our attention, and a stream of valuable content establishes your law firm as a credible resource. Law firm website pages should offer compelling, up-to-date content.
Although only 26% of law firms keep one consistently, a blog is an excellent marketing tool. It can continually draw people to your law firm’s website and position you as a trustworthy legal resource, and being a reliable domain for consumers means higher search engine rankings as well.
When you post on a law firm blog, you can weave in SEO techniques as you educate visitors and tackle the problems they face through your offered content. Adding elements such as images, video, a call to action and other interactive tools will engage more visitors and draw them to your website.
Email is not as young and trendy as other social media platforms, but it is still a trusted and well-traveled method of communication. Since 92% of adults check their email daily, sending out an email newsletter may be an excellent way to bring content to past clients, knowing that once you have served a client well, it is highly likely that they will recommend your law firm to friends and family. Through an email newsletter, you can offer a variety of content to your past clients, such as:
- New law firm goals and recently won cases
- Changes in state or local laws for your particular legal expertise
- Safety or seasonal topics that relate to legal issues
- Introducing new law firm employees
There are email marketing services that will design your newsletter, help you maintain a current contact list, and provide helpful marketing reports, so you know what is reaching your clients.
How Law Quill Can Help You With Content For Your Law Firm’s Website
Coming up with content ideas for your law firm’s website can seem like a difficult and never-ending task. However, consistent and relevant content is an essential digital marketing strategy, since it can draw in prospective clients and raise search engine standings. If you are often stumped about what to write about or include on your law firm’s website and other outlets, there are some common sense, easy ways to get started. Begin with the FAQs of your new and past clients, and look around at the websites of your local competitors to discern typical blog topics. View the online forums to see what individuals unfamiliar with law are concerned about when they face legal issues, and make use of one of the free content idea generators listed above.
However, we understand that this can all feel overwhelming. We would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at [email protected].