Content is king when it comes to building a robust online presence that drives traffic to your website and helps your law firm convert visitors to clients. Content in the form of blog articles, website content, whitepapers and eBooks help build SEO strength, increase website visibility and bolster your firm’s credibility. Google continues to make it abundantly clear to website owners that it rewards websites that publish relevant, engaging and consistently active content. Blogging and content marketing can achieve all three of these goals simultaneously, making it one of the most efficient forms of digital marketing available.
Amongst the multitude of online marketing options available to attorneys these days, content marketing is arguably the most proficient. Content marketing and blogging serve as a direct connector between your law firm and prospective clients, and can help introduce your firm when you’re unable to do so face to face. Not all content is created equal though, and lawyers must strive to publish quality content in order to please search engines such as Google. The bottom line is if you want to rank well in Google, SEO is helpful but quality and consistent content creation and blogging will help set you apart from competition.
One of the strongest pieces of online marketing advice to achieve success would be not to waste your time and resources producing poorly written, fluff content. Filler content that is published without purpose can frustrate and disappoint potential clients and will do you no favors with Google. In fact, Google currently has algorithms in place that can penalize websites if they are not adding valuable content or are engaging in “black hat” marketing tactics such as keyword stuffing or link buying.
Potential clients are overwhelmed with attorney website options when they make a search query online. Be confident that your law firm’s content will engage, impress and influence them to take action and contact your office. Attorneys can host a variety of types of content marketing on their website or social media that engages potential clients and drives them to take action by picking up the phone, downloading an eBook or submitting a form fill.