Many law firms rely on paid search and sponsored online ads to stay relevant. But as the saying goes, “you live by the sword, you die by the sword.” Placing nearly all the firm’s eggs in Google’s basket may ultimately backfire. Algorithm changes; increased competition; technical issues with the website, such as slow loading times or broken links; using an unethical SEO freelancer who employs black hat search tactics, such as keyword stuffing; and, for the focus of this article, poor content, either lack thereof, or having unoriginal or low-quality content on the website. These can all cause a law firm’s Google ranking to plummet.
What is Legal Content Marketing?
Content marketing involves creating and distributing valuable, relevant, and CONSISTENT content to attract and retain a defined audience. Unlike a traditional form of advertising, say, a Yellow Pages ad, which focuses on direct promotion, content marketing’s main objective is to provide value to the audience.
Content marketing can take the form of blog posts, emails (to prospective and existing clients), social media posts, free ebooks, case studies, webinars, seminars, etc.
Law firms can leverage content marketing by positioning the firm as a trusted resource and thought leader in their legal niche. Content marketing is a great way to achieve this goal, says JD Supra.
If a law firm creates and posts original, high-value content on its website over time, the firm’s organic ranking can elevate to one of the first listings on Google (over 90% of search engine inquiries).
How Law Firms Can Generate Valuable Content
Suppose a law firm specializes in family law. The family law firm can create original, valuable content specifically in their niche and geographic location (the state in which they are licensed to practice law).
Whoever is in charge of writing content can research topics that have been unaddressed, largely underreported, or future-thinking. (Busy law firms can have clerks or paralegals or freelancers create content.) For example, let’s say a law firm is based in New York. An article titled “Top Family Law Trends for New York in 2024” might get a lot of clicks or do well in search engine rankings (assuming whoever is posting the content online is familiar with at least the basics of search engine optimization).
The law firm could leverage this article by not only including it on its website (as a blog post), but also push it to its social media profiles and email its client list.
How Client Clerk Leverages Content To Generate Leads For Law Firms
If creating original, valuable content seems daunting, Client Clerk’s digital marketing platform makes it possible to attract more clients without the firm ever having to post original content.
The legal marketing experts behind Client Clerk attract new potential clients for law firms in two primary ways. First, our marketing team has been executing highly successful social media campaigns for law firms for nearly 20 years. We know how to write social media ad headlines that compel people to click and want to learn more.
Secondly, for specific practice areas of law, we can ghostwrite a mini e-book (approximately 25-30 pages) relevant to that niche and promote it to the public through social media ads.
For example, for child custody, an ebook titled “10 Mistakes Parents Make In A Child Custody Battle” is offered as a free download. Law firms can sponsor the free report with a Client Clerk professional or enterprise subscription. Only potential clients in the law firm’s service area will receive the ebook. To download the ebook, a person must enter their information. The potential client’s contact information is then funneled into the law firm’s Client Clerk dashboard.
Client Clerk’s automated email and text messaging follow up with the potential client several times or until the potential client books a consultation, whichever comes first.
Writing Content To Attract Clients The Easy Way
Client Clerk features Content A.I., which enables law firms to automatically create email templates, social posts, blogs and more. For best practices, when relying on AI to generate content, law firms should post the content only after someone from the firm (again, clerks, interns or paralegals can be used) edits the content so that it sounds more engaging and personal.
In general, AI can save a lot of time, providing outlines and concepts in seconds rather than several minutes. However, law firms should not expect that their blog posts will organically receive high search rankings if they are entirely generated by AI without any human editing.
If your law firm is interested in attracting more clients, Client Clerk is a cost-effective, proven solution.
About Author
Jordan Berman, President of Legal Offers, LLC, and founder of Client Clerk, is a distinguished leader in legal marketing, recognized by INC. Magazine as the head of one of the fastest-growing legal marketing agencies in the country. With a steadfast commitment to honesty, transparency, and responsiveness, Jordan has propelled Legal Offers to national prominence. He has pioneered innovative automation solutions that have generated thousands of cases for law firms, demonstrating the practical impact of his expertise. Jordan is also an esteemed member of the American Bar Association, underscoring his dedication to the legal profession.