Lawyers are always seeking new ways to sign up more cases and increase business. An excellent way to do this is by creating high-quality legal content. There is more to producing top-notch content than fast typing speeds. The dNOVO Group has outlined simple but effective ways of creating high-quality legal content. These tested tips have proven effective in increasing business for law firms:
Identify the Main Audience
Identifying the audience for whom you are writing is the first step to ensuring that your law firm’s content is as targeted as possible. It’s advisable to create a client persona that defines who they are and the legal matters they face. If a law firm intends to generate traffic from other lawyers, it should define the target lawyers and their characteristics.
Determine the Content Categories to Create
An important step of defining the scope of the legal content you intend to publish involves determining the categories of content to create. Many law firms fail when creating content because they focus on what they want to write about instead of focusing on what their audience is seeking. Having a clear writing strategy saves time and resources.
Do Not Write for the Legal Profession, Write for the Web
Matching the right format with the right medium makes great content. Content published on law firm’s websites should be short and easy to read or scan; a paragraph should contain between 1-3 sentences, unlike the intricate legal publications. Refrain from using intense legalese and instead use a writing style that best suits the target audience.
Publishing Content that Drives Traffic
Generating more clients and developing business are many law firm’s goals of producing high-quality content. Legal content must generate leads for it to generate business. The content must first attract visitors for it to generate leads. It is important to ensure that every piece of content contains the information that people are looking for.
Scoring Potential Topics on Lead Value
Never write content before taking time to determine whether it’s worth drafting, proofing, and publishing. The topic you are writing on should be in line with your legal matters and clients. For example, an estate planning lawyer may gear their content creation efforts towards capturing probate clients instead of publishing everything on estate planning.
Writing for Keywords and Topics
Should the emphasis be on the keywords or the topic? You should focus on both. At dNOVO Group, our leading legal writing strategy is starting with a single keyword. A page or legal article should have a primary keyword. The next strategy entails finding the related keywords and questions that your audience has on the topic.
Promoting Content to Maximize ROI
After publishing legal content, it might take some time to generate traffic and results via the search engines. Promoting your content could increase the rate at which it generates positive returns. Ways of promoting content include newsletters, email marketing lists, and social media.
Measuring Business Results and Traffic
It could take several articles before your content generates traffic and business results, especially if you are not hiring a law firm content marketing agency. This is normal when developing a new skill, and you should not allow it to discourage you. Identify the strategies that work and improve on them. It might take six to eight months for your articles to generate 90% of the intended traffic. The full potential could be realized after 10-12 months after first publishing the content.