Producing quality content is essential for all businesses, including law firms. But why?
For starters, search is so important. That's because over 80% of people start their online journey at a search engine. In fact, that’s one stat that’s been unchanged for over a decade.
Publishing engaging content can help your law firm’s website rank higher in search engine results pages (SERP), making your firm easier to find.
Increasing organic search rankings will mean more website traffic, and potentially more leads into your business. The more leads the more revenue. Search Engine Optimisation (SEO) is a long-term yet essential investment.
Legal consumers have changed. No longer will a business or individual client stick with one company. Today, there's more competition. Consumers are mobile, time-poor, and needy. They're more likely to seek out specialist legal advice for each of their needs than remaining brand loyal.
This means an inbound content marketing approach is more necessary than ever for law firms.
Truth is, people don’t care how big you are, when you were established, or where you’re based. If you don’t organically expose what services you provide, your success stories, etc. then people will go to the law firm that does – the one that appears on the first page of Google.
The need for engaging content
The fact is, the digital experience your law firm provides to your audiences is not only competing against other law firms, but also against all brands across all sectors.
Consumers are savvy. They don’t differentiate between hyperbole. They expect an exceptional experience. Always.
Whether your goal is to generate brand awareness, drive more traffic to your website or secure newsletter sign-ups, creating engaging content on several channels is a must. It gives your law firm the prospect of showcasing your pedigree . Whether it be through news articles, videos, podcasts, or blogs, whatever you produce should be educational and helpful.
Most of us are pressed for time. And that includes your clients. Your law firm needs to ensure they can quickly access your content, whether through alerts, newsletters, email updates, or social media.
But what is engaging content? One way to discover this is to ask your audience. What do your clients, and potential clients, like to see, read, and watch? You could run a poll to find out their top 3 burning questions, or what’s keeping them up at night.
And, of course, don’t forget to track and analyse. Check page and video views, likes and shares. Topics and the formats that show the most engagement should give you great insights. Consider other technologies too that can help your content teams.
The influence of dynamic content
Dynamic content, or personalisation, is content that changes based on who's viewing it. For example, an article in your newsletter automatically changes based on whether someone is a corporate client or an individual client. Or it could be a page on your website that changes based on what an individual has already viewed, where they’ve come from, or where they’re located.
Engaging subject matter is important. It. grabs the viewer’s attention and creates an emotional tie. You’re connecting!
Relevancy can be used effectively to nurture, convert, and grow clients throughout their journey. Showing it at the right time, to the right person, on the right device, is key.
Organisations that personalise the digital experience for visitors see a 19% increase in their key digital conversions.
Personalisation is no longer a luxury. It’s a necessity. It can give your law firm the ability to make important connections with your audience. But to do this needs investment in a Digital Experience Platform (DXP)with personalisation at its heart.
When it comes to content production and content marketing in law firms, there are often two kinds of organisations. Those that have been struggling to produce relevant, high-quality content, and those with a treasure trove of content, but find that it’s hidden and scattered across their digital brand estate.
Working with Codehouse
We have knowledge of, and experience with both. We enjoy working with legal clients to develop an effective content strategy and plan from the very start.
Our experience has shown that by delivering a content strategy and plan tied closely to business and marketing objectives, any law firm, including yours, can develop closer relationships with audiences.
For the law firm wanting to distribute compelling and relevant content, Sitecore should be a serious consideration. We've worked with multinational law firms like DLA Piper and have several in our roster. We've also delivered award winning Sitecore websites to many customers across a variety of industries.
If you’d like to know more about how we could help your law firm get to grips with content, get in touch when you're ready to talk about your project.
The Importance of Content for Law Firms is part our series of articles dedicated to the legal profession: