Updated: Oct 25
How To Create Legal Content That Yields The Best ROI
Content marketing for lawyers is a popular strategy due to its effectiveness and accessibility. Instead of using paid ads, you create high-quality legal content to attract people who are already looking for the information you offer. This means you're attracting people who already have some interest in your practice or legal topics in general.
That said, you should optimize content based on the medium and platform they're posted in. So, for example, you will optimize your legal blog differently from your email drips.
However, content in law firm content marketing across different mediums share some common qualities that make them effective marketing tools. So, before you optimize your content on your website, emails, and social media, here are some essential legal content creation tips to ensure you have a strong foundation:
Tip #1: Your Content Should Be Made For Your Audience
When writing content to attract potential clients, you should cater to what they need and can consume. Remember, you're not writing essays for law students; you're delivering information to average reasonable people who want to know something about the law or your legal practice.
So, ensure your content isn't riddled with legalese and niche language. You want to ensure your audience understands complex legal topics without confusing them with too much jargon. Additionally, you want to make sure to write in a style and tone that caters to the specific demographic qualities of your target audience.
Of course, you can't do this without identifying a target audience. So, research, use tools, and audit your strategy to effectively narrow down the people you want to make content for.
Tip #2: Information Should Be High-Quality
Audiences must find value in the content you publish. Incomplete, thin, and incorrect information in the content isn't going to be helpful to your audience. On the other hand, if you deliver high-quality content that helps them or answers their questions, your audience will appreciate them more.
Remember: There are many alternative options for information and content out there. So, if you don't deliver the best, users can just click away and find that information elsewhere. Not to mention, badly-written and poorly-delivered legal content won't improve your brand reputation.
So, make sure your content is well-researched, well-written, edited, and proofread before they go up on your blog, social media, or email drip. Then, your audience will appreciate excellent and valuable content, and it will be more effective as a law firm lead-generating tool.
Tip #3: Always Deliver Great User Experience
Aside from the actual information in the legal content, how it's delivered also matters. For example, users still won't find use with an excellent legal guide if it's hard to read or the page it is on is slow and buggy.
This means you should also consider design elements like text size, font style, spacing, and formatting. Additionally, your website needs to be well-designed and optimized so it doesn't hamper the reading experience.
Remember: You want people to consume your content to find value in them, trust your law firm, and boost your California Lawyer SEO. If they're getting turned off by other factors, then it doesn't matter if the actual text or information is good in the first place.
Tip #4: Audit And Reoptimize Your Content
Content marketing for law firms is a continuous process. It's not enough for you to produce one good blog post; you need to maintain the quality throughout every one you post. Hence, you want to know what you should keep posting, changing, or stopping.
Lawyer SEO experts can gauge this using tools to look at the relevant data to your content. For example, you could check which blog posts are doing well by checking traffic and conversion stats. Likewise, you can consider the best-performing posts on your social media accounts and try to replicate them.
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