Your marketing strategy should aim to engage potential clients and direct leads to your website. The best method for accomplishing this is content.
The more relevant and quality content you have, the more opportunities your legal website has to attract new business. Maximize your marketing efforts with multiple types of content, such as blog posts and practice area pages.
Blog Posts vs. Practice Area Pages
Every type of content has a unique purpose and use. When comparing the content of blogs vs. practice area pages, you’ll quickly discover both have distinct roles to play in your marketing strategy.
Blog Posts
Blog content is a great way to set your firm apart from the competition while connecting with potential clients. This type of content is ideal for developing your online voice and demonstrating your expertise in a particular field, area, or topic.
You can use a less formal writing style when creating blog posts, which allows you to connect directly with your ideal client. Posting blogs regularly adds value to your site by drawing in potential leads.
Some blog topics to focus on:
– Practice area topics. Provide examples of common obstacles faced by clients or successful cases you’ve worked on.
– Connect with clients. Answer commonly asked questions or walk readers through the process of a case.
– Show your expertise. Share your view on news stories related to the law, your practice area, and geographical location.
– Announce new or proposed legislation. Use your blog as a place for clients and leads to find timely information on changes in the law.
Practice Area Pages
Practice area pages aim to inform visitors about your firm and the legal solutions you offer. This content of your legal website should provide context and background about legal matters and directly address problems faced by potential clients.
Effective practice area pages help your firm gain the trust of visitors and their business. These additions to your site typically contain evergreen content that isn’t likely to change over time.
Use practice area pages to showcase your firm’s services and the people on your team. This is where you want to convince leads that your firm is the one they are looking for.
When developing practice area pages, you want your site to appear in as many searches as possible. To do this, follow a pillar page structure, with each practice page containing links to subtopics.
Practice area content can be targeted to your geolocation to avoid casting your net too wide. Additionally, capture your ideal clients using everyday language and specific pain points your audience faces.
Finally, practice area pages should always provide answers to common legal questions. This will also boost your chances of showing up in search engine results.
A successful marketing strategy must use blogs and practice area pages. Each serves a unique audience and provides different opportunities for your ideal client to find and to choose your firm as legal counsel.
