Writing informative articles for your attorney website, news feed, and newsletter not only educates your prospects, but it also boosts your relevancy in search results.
The goal of education-based legal marketing isn’t merely to “get your name out there,” repeating the name of your firm and your practice area as many times in as short a time-frame as possible. This kind of marketing is aware of how the Internet has changed the way our potential clients seek legal help. In the past, potential clients simply dropped open a phone book and picked a name.
Today’s Prospects are Content-Driven
Before they make that first call, your potential clients want to know:
- What kind of case they might have
- The legal process involved
- Details about their injury
- Who is liable for their injury
- How to deal with the insurance company
It means accepting the challenge of creating targeted, well-written content that’s highly ranked with the search engines your prospects use most.
When writing attorney articles for today’s legal consumers:
- Let your practice area do the driving. What’s the big news in your field? What are the particular strengths of your firm? What do you get the most calls about? What do you want the most calls about? Pick subjects and corresponding lawyer marketing key phrases that reflect your answers best.
- Make it worthwhile for the readers. In other words, once you’ve picked your subject, actually put useful content behind those key phrases. Doing this will keep eyes on your page. It will also keep readers coming back for more.
- On point all the way. Your headline, summary and key phrases should accurately reflect the content of the article.
- Streamlined and informative. Articles are usually a little longer than the pieces you write for your blog, but not much. The main difference is usually in tone. Articles are a bit more formal, while blog pieces are more conversational.
- Save the sales pitch for the very end. It’s likely that a personal injury prospect feels vulnerable and taken advantage of already; blasting them with obvious self-promotion throughout an article that’s supposed to be informational will be a turn-off. Tag a byline with your firm’s name and contact info at the end, where it will be better received.
- Link it to the corresponding practice area of your site. That way, readers can easily find their way back to you.