I was recently asked this question by a prospective client. And it’s a good question - and one that’s not asked too often. Everyone says law firms need a website. Everyone says law firms need a blog. Everyone says law firms need SEO optimized content. But what’s the ROI? How do you calculate SEO ROI? And once you measure the return on investment of your SEO efforts, what’s a good return on your investment in content writing?

How To Calculate ROI on SEO Content Writing

Every law firm owner wants a good return on investment (ROI) on their investment in SEO optimized content writing. But how do you measure and calculate the value of your ROI on organic search traffic (versus your paid traffic from paid campaigns such as PPC)?

1. Do you pay someone to write/create your online content - a blog writer?

2. Do you track your organic traffic on Google Analytics?

3. Do you track the source of your law firm leads?

4. Do you track the conversion rate/revenue of each lead that converts to a client?

The marketing team at SEMRush has put together an article to help you understand how to make SEO ROI calculations. But let’s make it even simpler = ROI is technically a percentage, but let’s just talk dollars here. Let’s take a look at 3 very different law firm scenarios, and some very basic ROI calculations, and see why investing in a good content writer is pretty much always a smart investment.

Firm 1

Using the above questions, let’s say:

1. You spend $1000 per month for a content writer.

2. You get 6000 organic visitors to your law firm’s website per month from your blog, social media and other online content.

3. From your organic traffic, you get 75 prospects to schedule a call, book a consultation, fill out a form or otherwise complete your desired CTA.

4. From those leads, 10 prospects become clients with an average case value of $2500.

ROI = (Return on Investment - Cost of Investment)

ROI = ($25000 - $1000)

ROI = $24,000

That means for a $1000 investment, your ROI is - $24,000 not a bad investment, right?

Firm 2

Now, let’s look at a very different type of law practice where the firm hires a content writer for $1000 a month, gets 10 leads per month, and on average signs one new client per month - with an average new client value of $30,000.

ROI = ($30,000 - $1000)

ROI = $29,000

Firm 3

Let’s call this a worst-case scenario. Your law firm hires a content writer for $1000 per month, and you only get one new case per month from your organic traffic, for $1500. That’s still a pretty good ROI - $500!

The beauty of well-written, relevant content is that the benefits can last for months - even years. High-quality, optimized website pages and blogs that provide good information and answer people’s questions can rank long after they are written.

ROI Is Important - But What About Conversion Rate Optimization?

Next month I’m going to discuss conversion rate optimization (CRO) - the process of increasing the percentage of conversions from your law firm’s website.

High-Quality Content Writing For Law Firms

SEO My Law Firm provides well-researched, high-quality content writing services for law firms that is customized, unique, and optimized so your law firm gets found on Search and your visitors understand your services and how you can solve their legal problems. Well-written quality helps you rank higher on Search and drives targeted traffic to your website.

Do what you do best - and outsource the rest!

SEO My Law Firm’s legal content writing solutions can help your law firm get more online visibility and rank higher on search engines. Contact us to discuss how we can help grow your law firm’s business - and your profits!