How Law Firms Can Leverage Content Marketing to Attract New Clients

Today, more than eight out of ten businesses are investing in content marketing, and law firms are no exception. Especially after the COVID-19 Pandemic, savvy attorneys realized the value of blog posts, eBooks, videos, and other user-focused media. From amplified brand awareness to increases in sales, content marketing is helping law firms meet their goals.

Because here’s the truth: traditional television commercials for attorneys are losing their power. First, today’s consumer is more discerning and less impulsive. In fact, research from Digiday shows that 55 percent of consumers said that the Internet has made them less impulsive shoppers. Furthermore, only 35 percent of people trust television advertising, whereas 69 percent trust the Internet.

Secondly, the number of people who have cable is plummeting. A 2021 Pew Research survey found the share of Americans who say they watch television via cable or satellite has tanked from 76% in 2015 to 56% this year.

If you're the owner or marketing director of a law firm and you’re starting to form your digital marketing strategy, then you’ve come to the right place. In this blog post, Ethos Copywriting, a leader in content marketing strategy and content creation, defines content marketing, outlines the steps you need to take to leverage content, and explains why it’s vital to do so.

What is Content Marketing?

Content marketing is “a marketing strategy that involves the consistent creating, curating and sharing of content (such as blog posts, social media posts, and videos) that provides value to targeted audiences and stimulates interest in a brand's product or services.”

When it comes to developing content law firms should consider writing blog posts and eBooks, sending newsletters, creating videos, and posting on social media. To find topics that are relevant to your audience:

Conduct keyword research
Consider your specific area of practice
Decide if you’re competing on a local, regional, or national scale

From boosting your search authority to positioning yourself as a thought leader, there are a myriad of benefits that come from producing high-quality content. However, these benefits don’t actualize overnight. Consistency and planning are critical to success. Here’s how to get started:

1. Build A Website (If You Haven’t Already)

We’ll keep this section short and sweet. It’s next to impossible to compete with other law firms without an online presence, so make sure to build a website. When it comes to content, make sure to include a webpage for:

Who you are
Where you’re located
What services you offer
Lawyer biographies
Legal areas of focus
Resources
Reviews
Blogs
Contact

There’s no real template for creating the perfect website. What matters is having the correct information in order to get connected with the right people.

2. Identify The Right Audience

When it comes to content marketing, the first step is to identify your clientele. An easy way to begin doing so is to look at your current audience. If you’re just starting out, be upfront and transparent about what services you offer and who you offer them to from the beginning. Your law firm should focus heavily on attracting the right clients, meaning those who will benefit most from your services, and create a lasting relationship, so your marketing strategies and daily operations should reflect this.

When choosing a lawyer, potential clients often look for:

Quick responses to phone calls and emails (67%)
Free consultations (64%)
Fixed fees (47%)
Credit card payment options (28%)
Flexibility in the medium of communication (27%)
A great-looking website (19%)

According to Clio’s Legal Trends Report, traditional marketing strategies are far less effective than online marketing strategies when attracting an audience. In 2017, 37% of consumers used an online search engine to hire a lawyer, while 16% or less opted for traditional methods such as searching the yellow pages.

3. Optimize Your Website

Once you have identified your audience, optimize your website to fit their specific needs. Recall that quality is better than quantity, and clients with certain legal issues require lawyers with the correct background. Eliminate any and all confusion by stating your qualifications and services upfront.

When searching on Google, the first three results are often the most authoritative and relevant. By conducting research and integrating keywords into your page content, reducing your website’s load times, and including inbound and outbound links, you can increase your website’s search authority and become a leader of the keywords you are targeting.

Suppose you are a start-up law firm company. In that case, you may want to begin by optimizing your website for local searches—this process entails researching what people in your area are searching for and what keywords they are using. Local search terms or keywords often include the area in which your business is located and the specific service you are offering. SEOTribunal has stated that “97% of people learn more about a local company via the internet.”

Once you have identified specific terms and keywords, you should then include them in the title, description, and body of your webpage content. For more information on website optimization, read our blog on 7 SEO Improvements You Can Make Right Now.

4. Create Authoritative Content

While it may seem odd, blogging and content creation are just as important to law firms as other businesses. In an American Bar Association (ABA) article, Ruth B. Carter, an Internet, Intellectual Property, & Business Attorney, stated, “about half of my new clients are people I’ve never met before. They find me by doing an Internet search regarding their problem and stumble on a blog post or video I created.”

If you’re unsure of where to start when it comes to blog content, consider writing about:

Timely analysis of news stories or cases
Frequently asked questions
Thorough explanations of specific legal processes
Changes to legislation
Your niche or area of expertise
Common issues faced by clients

According to SEMrush, “companies who blog produce 67% more leads per month.” However, make sure to steer clear of writing content that acts as a filler for search engine leads. Consumers, especially those searching for legal advice, rely heavily on honesty and legitimacy.

5. Market Your Content

Sharing your content is just as important as creating it. When it comes to promotion, consider sharing your content through your company’s social media platforms (Facebook, Twitter, LinkedIn), creating monthly newsletters, and reaching out to directories and online legal publications that may be interested in distributing your content. Once you have posted your blog, don’t be afraid to share it again at a later date if the content is still relevant.

In addition to making updates to old blog statistics, you can also market old content in new ways. For example, suppose you are writing about a legal topic such as tax law. Once you have published your blog post, your research can be divided into smaller segments and presented as an infographic on one of your social media platforms. Your infographic can then link back to the blog post for further information.