Updated: May 26
Lawyer SEO Tips On Making Content For The Right Audience
When you write blogs or create content to market your law firm, you're doing it to capture the attention of a specific audience—preferably those most likely to become your clients. The more you cater to a prospective client's preferences, the more likely they will receive your content well. That said, to create the right content, you need to know who you're writing for.
The exact group you wish to reach with your marketing is your target audience. These individuals usually have one (or more) features in common that make them ideal candidates for your legal services. As a result, you'll be able to market your law firm more efficiently by restricting your emphasis and just targeting a particular demographic that will be most responsive to your message.
Researching prospective consumer demographics and creating a customer persona is a terrific approach to get started thinking about your target market and audience. A client persona is a fictitious picture of your ideal customer that can help you better understand their demands.
Begin by imagining the individual who you believe would benefit the most from your product or service, and then ask yourself the following questions:
What is this person's age?
What do they do for a living?
Which state do they live or work in?
What are their interests?
What are their needs?
How will your law firm address those needs?
Start with broad categories and narrow them down if you're having trouble answering these questions. Knowing who your clients are will help you optimize your on-page and off-page Lawyer SEO, create a more attractive brand, and speak to your audience more effectively.
Here's a list of tips to help you identify your law firm content's target audience:
1. Observe Your Current Clients
If you've had a few clients in the past, look into the demographics of that group. Check for any commonalities in their age, occupation, marital status, and so on. The results can help you identify groups that have expressed an interest in hiring you and are likely to do so in the future.
Even if your client demographic isn't giving you precise information, you may still utilize it to figure out who your target market is. For example, you may use information about their interests, such as their favorite hobbies or websites, to assist you in deciding where to place your adverts to reach this specific demographic.
2. Use Your Website Analytics
If your company has a website, is active on social media, or has run digital ads, your data is almost certainly being tracked. Google's free Analytics tool is one of many data analytics tools used for Lawyer SEO. In addition, all of your social media marketing activities are automatically tracked by social media analytics tools on sites like YouTube, Twitter, and Facebook.
Pay close attention to the demographic data displayed in your analytics. For example, is your content appealing to the target audience that you want to reach? Auditing your law firm marketing efforts can provide insight into audiences you may not have considered previously and assist you in refining your target audience.
3. Stake Out Your Competition
You probably share many of the same objectives and target markets with your competitors. While you're unlikely to have access to their internal data or marketing techniques, you can learn a lot by seeing what they do and conducting market research.
Take a look at their social media pages, and ask yourself the following:
Who responds to their posts?
What keywords are they employing?
Which audiences are they targeting with those keywords?
What other accounts do they subscribe to or follow?
Answering these questions can provide you essential insight into your competitors' target audiences—and help you determine if you want to target the same individuals yourself.
4. How Will A Prospect Benefit From Your Services?
Make a list of all the good outcomes your consumer will experience due to the characteristics your product or service provides. Include all of the ways your legal service can assist a consumer and which of their needs it can assist in meeting.
Identifying the advantages of your services might lead you to the people who will benefit the most from it.
Here are some examples:
Motorcycle riders would benefit from cautionary content (i.e., "what to do after a motorcycle accident", "what is an underinsured motorist?", "how to file motorcycle injury claims", etc.)
Older demographics would benefit from reading about asset protection, wills, and living trusts.
Female employees will find content about gender and sex discrimination helpful.
Dog owners and victims of dog bite incidents will want to know about dog bite laws in their state.
Consult With Law Firm SEO Experts At LawyerLeadMachine
Done right, Lawyer SEO is an effective digital marketing strategy for your law firm. By employing the right tactics, you can boost site traffic, get more blog readers, and attract more leads.
Need help with that? You can review your options here.