Are you looking at a refresh for your law firm’s website? If you have not had an update in the last few years, your site may need more than a refresh. In the past few years, content marketing has emerged as an incredibly successful strategy for promoting businesses on the Internet. If you have not implemented a content marketing strategy, you are giving up a competitive edge in the marketplace for your firm.
Don’t Just Refresh Your Website
When law firms first started putting websites up, they were basically glossy three-panel brochures in cyberspace. Websites contained basic information about the law firm that included contact info, the address, directions, lawyer bios and an explanation of services provided. People found websites by using an Internet search engine or having the web address from a print ad.
Transform Your Website into a Customer Magnet
Today things are different. Content marketing strategies turn websites into much more than simple sources of information. Web sites are designed to attract new visitors who are using Google, Yahoo, and Bing to solve their problems. Sites need to do more than present the basic contact information and services that your firm offers. Your website must convince visitors that your firm will be the best choice to solve their problems. How will your website do this?
Content Marketing – Blogging
One of the most basic content marketing strategies is blogging. Your blog demonstrates your knowledge of the field. Without offering legal advice, your blog shows that you are familiar with the issues that are important to your customers. An active blog brings lots of traffic from the search engines. A blog with valuable content convinces those visitors that your firm can help them. Social media also helps you to share your expertise through your fans and connections.
Your website design needs to change to be more engaging to your visitors. Once you demonstrate your value, you can ask your visitors to do something. You might invite them in for a free consultation. Other options include signing up for a free newsletter or downloading a free ebook. With these offers, you exchange valuable knowledge for your visitor’s contact information. Now you can begin a relationship with a prospective customer. Your blog, social media presence, and website allows your firm to convert web visitors to new clients and customers.
Benefits of Content Marketing
Deploying content marketing strategies will take your website to the next level. Your firm stands to benefit from these strategies. You will:
- Attract new clients. The people who find you on the Internet, connect with you on social media and read your blog are more than just spectators. They are relationships that you are building with prospective clients. Content marketing can make your website the best source for new clients.
- Communicate with and educate your prospects without a high-pressure sales pitch. Content marketing positions you as a trusted adviser. Your prospects will not need to be sold on your services. They will seek you out to solve their problems. You won’t need to put the full court press on prospective clients any longer.
- Generate word-of-mouth buzz. Social media is the new word-of-mouth advertising. Your clients will be able to promote your firm by sharing your content on their social media accounts. It is easy for your current customers to provide social proof that your firm can solve problems.
Don’t just freshen up your website. Transform it with content marketing. You will be able to attract new clients and gain an edge on your competition.
Also, part of creating a content marketing strategy is having the right social media channels to push it through. This is why we’ve created a quick visual guide for FREE on how to set up your LinkedIn page and profile. Give it a shot, and let us know what you think.
If you’d like help on creating a content marketing strategy, you can request a FREE Inbound Marketing Assessment here.