Lately, more and more lawyers are realizing the importance of content marketing to improve their law firm’s marketing strategy.
There are many reasons to consider content marketing for lawyers vital for any marketing campaign. Content marketing will increase brand awareness, will help you build better relationships with your clients and will surely produce more leads. On top of all this, it will boost your revenue.
Global Wizards, our digital marketing company, specializes in content marketing for lawyers and has many years of experience in the field of law business.
Why content marketing decides whether a visitor calls
Throughout the years we have noticed that consumers, in general, are much more aware of advertising tactics, and sometimes an approach that might have been useful before is not enough to convince web visitors. What your website says and how it is shown help people decide whether to call for your services or not.
Effective content marketing for lawyers will give the right impression about your firm and will position it as a trusted leader in the field.
Six benefits of content marketing for lawyers
It increases website traffic
Your firm’s website needs to be filled with valuable content to attract visitors’ attention. It is widely known that Google’s organic search results are based on relevant content, which draws people in.
Successful businesses know that the only way to stay afloat in today’s competitive environment is through content marketing. By creating high-quality content using SEO keywords, you can start building your audience to find leads.
The better the content your company produces — articles, blog posts or other types of written material — the higher it will rank on Google search pages. As a consequence, your firm will be more visible to potential clients. The end result is a site that gets high-quality visitors, and those who visit are more likely to convert into clients.
It builds trust
In the legal world, one of the key qualities you need to have is a trustworthy personality. So rather than simply doing self-promotion or trying to sell something on behalf of yourself and your company, create content that provides helpful insights and expert advice. Your firm will gain value as long as you show readers what makes you great at doing your job from an expert perspective.
The aim is to generate authentic content that encourages potential and existing clients to rely on your firm as a professional and trusted source for expert knowledge.
It increases brand awareness
Establishing brand awareness is one of the most powerful ways to market your business. In fact, it can be an effective marketing strategy for generating leads and increasing sales rates.
Content marketing will place your law firm on potential clients’ radar, so when they need to hire a lawyer, your firm will be their first option. The reason behind this is the fact that people often prefer what is familiar.
It improves client relationships
Content marketing for lawyers is about offering professional information in an attractive and entertaining way.
When potential clients find the exact answer to their questions on your webpage, they start building a closer relationship with your firm. Besides, if you mix being informative and entertaining at the same time, you are more likely to form stronger bonds with your audience.
It costs less than traditional advertising
Compared to other ways of advertising, content marketing for lawyers is significantly more cost-effective. Social media platforms are great resources to increase exposure and reach.
Posting interesting content on your website, blogs and social media is by far cheaper than using traditional forms of marketing.
It increases sales
Nowadays, people use the Internet to look for fast solutions to solve their problems. Law firms and companies, in general, are aware of this fact and spend a great part of their marketing budgets improving their online marketing efforts.
Effective content marketing for lawyers helps to increase web traffic and brand awareness. Consequently, it develops stronger relationships between your firm and your target audience, leading to a sales increment.
Why the content has to stop sounding like a pitch
People can actually detect slimy sales pitches easily. Content marketing for lawyers is about convincing people that your legal services are what they need, without doing so in an obvious way.
To put it simply: your firm will not need to make a sales pitch anymore. By sharing valuable content, you will attract new clients organically. The same principle runs through our guide to creative content marketing, and it is the reason a piece written for one profession rarely transfers to another without work — our note on marketing strategies for immigration consultants makes the same point from the other side.
- Blog posts answer focused questions and introduce relevant legal topics
- Ebooks give a narrow issue enough depth to justify a gated exchange
- Podcasts let practitioners explain useful knowledge in their own voice
- Social publishing distributes insight and opens a conversation
Which types of content work for a law firm
Global Wizards will help you choose the best form of content depending on your target audience. These four are where most firms start.
Blogging
Blog posts are an engaging way to provide valuable information for your target audience. They are informative, which means that you can introduce interesting topics related to the services you offer.
Ebooks
Ebooks are typically longer than blogs, and lawyers use them to attract web visitors to their law firms.
A great way to grow your contact list in a law firm CRM is by offering a gated ebook on particular legal issues. You can collect email addresses with this offer.
Podcasts
If you want to share your knowledge, and you have the right recording equipment, consider making a podcast. Podcasts are an easy way for professionals to engage their listeners and share information.
Also, you let your audience get to know you better on a personal level.
Social media
There are many platforms to choose from. Although you can create a business profile on many of them, some social networks are more appealing than others in the legal industry.
Facebook is always a good place to start because it has millions of users. All you need is to create a page for your business, share your opinion on some articles and topics and provide some extra insight. Plus, it is a very good idea to start conversations with your audience, because it will surely increase engagement.
Global Wizards provides many law firms with content marketing and social media management services.
What Global Wizards does with all this
Although content marketing for lawyers is a fundamental part of any marketing strategy, most law firms do not have enough time, nor the knowledge, to obtain valuable results.
Global Wizards is a digital marketing agency with many years of experience in content marketing for lawyers. We work together with law firms to help them show their true potential, maximizing their efforts. Our team works hard to show the world that your company provides the best legal services.
If you want to know more, take a look at our services, or visit our blog to read the latest news from the digital marketing world. If you want to share your project with us, schedule a 30-minute consultation. We would love to be part of it.
Frequently asked questions
Why does content marketing matter for a law firm?
Consumers are much more aware of advertising tactics than they used to be, so an approach that once persuaded a web visitor may no longer be enough. What a firm’s website says, and how it is shown, is what helps a reader decide whether to call for its services, which is why effective content marketing positions the firm as a trusted leader in its field.
How does content marketing increase website traffic?
Google’s organic search results are based on relevant content, so a site filled with valuable material draws people in. The better the content a firm produces, whether articles, blog posts or other written material, the higher it tends to rank, and the more visible the firm becomes to potential clients who are already looking for an answer.
How does content marketing build trust for a law firm?
Trustworthiness is one of the key qualities a legal practice needs, so the content that works is content offering helpful insights and expert advice rather than self-promotion. Authentic material encourages potential and existing clients to rely on the firm as a professional source of expert knowledge, which is a slower route to a client than an advertisement and a more durable one.
Is content marketing cheaper than traditional advertising?
Compared with other ways of advertising, content marketing for lawyers is significantly more cost-effective. Posting interesting content on a website, a blog and social media is by far cheaper than using traditional forms of marketing, and social platforms are useful resources for increasing exposure and reach at the same time.
What types of content work best for lawyers?
Blog posts introduce topics related to the services a firm offers in an engaging way. Ebooks are longer and are used to attract visitors to the firm. Podcasts suit a practitioner who wants to share knowledge and has the recording equipment for it. Social media profiles reach a wide audience, and some networks are more appealing than others in the legal industry.
How can a gated ebook grow a law firm contact list?
Offering a gated ebook on a particular legal issue is a way to grow the contact list in a law firm CRM, because a reader supplies an email address in exchange for the download. The trade only works if the ebook is worth the exchange, which is why it is usually written on a narrow issue the reader is already researching.
