Many law firms create websites with only basic information, such as a list of services and their contact details. But a website is only as valuable as its content.
Good content is an integral part of successful law firms’ websites. If you want to grow your profitability, it should form one of the core focuses of your marketing strategy.
Here are the Top 3 Reasons to Care about Your Website’s Content:
1. It Improves Your Search Engine Ranking
High quality website content improves your ranking in search results for engines like Google, Bing and Yahoo. Google assesses keywords and the quality, relevance and authority of the content when ranking results. As a legal practitioner, you are in the best position to write authoritative legal content and be recognized for it.
An improvement in your search engine ranking increases the traffic to your website, meaning more people will find your law firm. This converts into more clients and more money.
To read more on how search engine ranking works and why it’s important for your law firm’s success, read What is SEO and why should I care?
2. It Sets You Apart from Your Competitors
When you think of a law firm’s website, the image you have in your mind is probably the same as most people: stock photography of gavels, court houses and business people, and generic descriptions of legal services provided.
There is a fine line between tradition and cliché.
If your website possesses some of these features, you risk being completely indistinguishable from thousands of other law firms. You will also drive prospective clients away who be unlikely to re-engage with you in the future. Instead, they will search for the competitor that stands out.
Unique, high quality website content is your opportunity to stand out.
Some things are traditional: professionalism is expected when it comes to the presentation of a law firm’s website. In other areas, you can strive for individuality.
Create authoritative content on topics you specialize in, which people will search for and benefit from.
Your website will no longer be just an online brochure or business card. It will be an authoritative source of answers and relevant news, all of which promotes your law firm and sets you apart.
3. It Persuades Prospective Clients to Hire You
Your website is the first port of call for your prospective clients. It’s your opportunity to tell them who you are, what you do and importantly, why they should choose you over a competitor.
You might do this by explaining that your firm has X-Y-Z achievements and your lawyers are experts in an area of law. Instead of telling prospective clients that you are the best for the job, show them!
You might have a page for articles that answer frequently asked legal questions. You could post recent developments in your area of law on a News page. A glossary that defines commonly used legal terms is likely to be a popular and authoritative resource that will rank highly and reward your law firm many times over.
This all has the effect of demonstrating your experience and knowledge, and this is far more convincing to a prospective client than merely being told that your firm is experienced and knowledgeable.
Many people don’t realize that website content can be used this way, but it can and it should be. After all, website content is not merely filler. The optimal user experience for a visitor to your website is one that is useful, relevant and engaging.