The competition for legal website rankings is fierce, and those without an effective strategy are destined to be left behind. Try incorporating these three pillars as the foundation for your legal content marketing strategy.
Content, Content, Content:
No, these are not all three pillars, but if all you did was emphasize good, quality content on your website, you would be off to a solid beginning. And while there is no substitute for well written, on point, engaging content, there are specific categories of content you should focus on, such as:
• Primary content – These pages are your bread and butter. Focus on high value keywords that are most relevant to your individual area of practice.
• Secondary content – This is content that is relevant to your practice but somewhat more detailed. For example, if criminal law were your primary content page topic, content written with keywords such as DUI, drug charges and trafficking may comprise your secondary content pages.
• Tertiary content – This is where you can bring in long-tail keywords that can really hone in on your fields of specialty. As you refine these keywords and create appropriate content, you are moving towards areas of the web that has less and less competition.
• FAQ – Always a good choice for content for its readability and brevity, frequently asked questions are perhaps more valuable than ever with voice activated search engine options gaining popularity.
Identify your Niche and Stick to it:
It may be tempting to promote your practice in broad terms in the belief more is better. In many cases, however, it is better from a marketing perspective to develop a more narrow focus. This type of approach can lead to more specific clients, may make you somewhat of an authority on a given subject and can help build your brand recognition.
Add Visual Interest:
Visual elements have become indispensable parts of any legal content strategy marketing. Employing well designed and tasteful banners and relevant videos, for example, helps brings a personal touch to your website, communicates more in less space and makes the message you are trying to convey to potential clients more impactful and memorable.
Whatever strategy you employ, realize the importance of tracking and analyzing what you are doing. Regularly review what your email subscribers, blog visitors and social media followers are saying about you and your website. Refine and improve what works, and move on from what doesn’t.
Jay Sekulow is an attorney with a passion for protecting religious liberty, freedom, and democracy.