Customized, Targeted Content Is Key To Law Firm Leads That Convert

In today's competitive legal market, law firms need to find innovative ways to attract and convert new leads. One of the most effective ways to do this is to create customized, targeted content that speaks directly to the needs of your target audience. Content that is tailored to your law firm's individual needs resonates with potential clients and promotes trust in the firm's legal services. But how do you know if your law firm’s content is working for you?

SEO Content Audit

One way to find out if your content is helping your law firm achieve your goals is to conduct an SEO Content Audit. A content audit looks at all your online content - website copy, blog posts, newsletters, social media posts - even your email signature! - to make sure that it is optimized for the audience you are targeting, and to make recommendations for changes. Here are a few examples of information discovered during some of our Online Visibility & Competitor Audits, and how these law firms used the new information to improve their content marketing.

Mini Case Study 1
A new client contacted us because he was spending a lot of money on his firm’s marketing, but didn’t see an increase in business. He came to SEO My Law Firm looking for some ideas from neutral, outside law firm content experts to give his marketing team clear direction.

But the audit took a surprising turn. During this client’s content audit, we discovered he was paying $6,000 per month to a marketing agency, but not 1 blog, social media post or newsletter had been published in 4 months. Busy running his law firm, our client thought his marketing agency was busy promoting his firm. There were many problems in the process that we were able to identify and recommend solutions for so our client could get the results he was paying for, but bottom line: without the content audit, who knows how long the situation would have continued?

Mini Case Study 2
Our team created blogs and social media content for one of our clients, but we did not write or promote their monthly newsletters. The monthly newsletter was outsourced to a 3rd party vendor. Our client asked us for a quote for a monthly newsletter, and if we could figure out the success of the outside vendor’s efforts - was he getting any results from what he’s paying for? A content audit found that over the course of several years, the client had been paying $750 per month for a monthly lead generation newsletter but had never actually received any leads from the recipients of that newsletter - much less had any new clients.

We now manage their monthly newsletters and the client is seeing their leads mailing list grow and convert.

Mini Case Study 3

ROI on content marketing can be difficult to measure because of its long-term benefits, versus the more immediate results from PPC ads. In addition to our blog and newsletter content writing services, our client had a large monthly budget for Google Ads, managed by 3rd party vendor. Data analysis by their intake team combined with Google Analytics found that the vast majority of new leads came from website copy and blogs - and not as a result of PPC ads, which were generating many calls but minimal conversions to actual clients.

With new information that showed where they got the best ROI, our client decided to increase the number of blogs and social media posts we write for them - and cut back on Google Ads.

What’s The Point?

Know your data. Understand who are your ideal clients, and create custom, targeted content to reach your ideal client and solve their problems. If you don’t know if your content is working for you, an SEO content audit to evaluate your online visibility and user experience can help.

Is Your Content Getting Leads That Convert?

When you create customized content, you are essentially giving your potential clients the information they need to make an informed decision about whether or not to hire you. This content can take many forms, such as blog posts, infographics, eBooks or podcasts and webinars.

The key is to make sure that your content is relevant to the specific problems that your target audience is facing. For example, if you are a personal injury lawyer, you might create a blog post about how to file a personal injury claim. Or, if you are a divorce lawyer, you might create an infographic about the different types of divorce.

The more relevant your content is, the more likely it is that people will read it and take action. And when people take action, such as signing up for your email list or scheduling a consultation, you are one step closer to converting them into a paying client.

In addition to being relevant, your content should also be targeted. This means that you should tailor your content to the specific needs of your target audience. For example, if you are a law firm that specializes in helping businesses with employment law, you might create a series of blog posts that address the specific challenges that businesses face in this area.

By creating customized, targeted content, you can position your law firm as experts in your field and attract new leads that are more likely to convert into paying clients.

Tips For Creating Customized, Targeted Content

Here are some additional tips for creating customized, targeted content that shows your ideal client how you can solve their problem:

• Do your research.
  Before you start writing, take some time to research your target audience and understand their needs. What are their pain points? What are their goals?

• Use keywords.
  When you are writing your content, be sure to use keywords that your target audience is likely to search for. This will help your content rank higher in search results and attract more visitors. Your keyword strategy should include:

  • Service keywords

  • Local keywords

  • Branded keywords

• Keep it short and sweet.
  People are busy, so they don't have time to read long, drawn-out articles. Keep your content short and to the point, and make sure it is easy to scan.

• Use visuals.
  Visuals are a great way to break up your text and make your content more engaging. Use infographics, images and videos to illustrate your points and make your content more visually appealing.

Attract and Convert: Does Your Content Get Results?

What’s the point of having a website if no one can find it?™

Is your content working for you to get new leads and clients? Our Online Visibility & Competitor Audits can help. We’ll assess your online presence and compare it to the competition to identify areas of opportunity. From there, we’ll provide you with actionable strategies for improving your content and website performance.

Whether you need a full audit or just an expert opinion on a particular area of content SEO, our team is here to help. Contact us today to get started.

Our Services

At SEO My Law Firm, we offer a range of content writing services to help law firms achieve their online visibility and marketing goals. Our team is experienced in content creation, keyword research, website optimization, link building, local search optimization and more. We provide custom solutions tailored to each client’s needs so that you can be sure your goals will be met.

We pride ourselves on providing superior customer service and always delivering on our promises. Our team of professionals is committed to helping you reach your objectives in an efficient and cost-effective manner. Contact us today for a free consultation and let us help you create the perfect content marketing strategy for your law firm.