Quality content is the bread and butter of any digital marketing campaign. But content is more than just words on a page. It’s the meat of your website, and each part has a purpose. Whether that’s to rank well for search terms, convert potential clients, or highlight informational material, it all comes together for a compelling piece.
The point is this: if you’re not engaging your audience, your competitor will. That’s why we recommend combining SEO best practices with design principles and putting it in the hands of a true wordsmith to create compelling content for both readers and search engines alike.
Web content is anything and everything on your site:
Where poor content repels readers, quality content compels them to stay longer and contact your firm.
Quality content is the goal, but how do you know what to include? We don’t suggest you push content live on your site until it checks all the following boxes:
To make sure we’re on track with your digital marketing goals, we utilize a funnel approach.
Although we didn’t invent the concept of funnel content marketing, we excel at producing high-ranking, quality websites for our clients. Funnel marketing starts BIG. Your content casts a wide net to catch as many readers as possible. That’s why your top-of-funnel content is all about awareness.
ToFU (not to be confused with the tasty meat alternative) content brings traffic to your website. We generate awareness using market-tested SEO keywords that reach the right audience.
Once readers arrive at your site, they’ll find engaging content that addresses their problem or pain.
This attention-getting To-FU content includes:
Middle-of-funnel content is also known as the consideration stage. At this stage of your marketing content, readers learn how you could solve their problems. You must create content that shows you understand the reader’s problem and have a solution.
MoFU content includes:
MoFU content must be compelling enough for readers to reach the last phase: decision.
Let’s face it. The ultimate goal of creating compelling content is to convert readers into cases for your firm. The bottom-of-funnel content prompts the audience to do just that, whether it’s clicking for more information or calling to schedule a free consultation.
Effective BoFU content includes:
BoFU content is highly transactional with a solid call to action. The CTA can link to live chat, contact form, or for readers to call.
Quality content keeps you relevant in SEO rankings, website visitors, and clicks. You want your current clients to visit often – and to share information and links with friends and family.
A quick recap about quality content:
Creating original quality content for law firms is our jam. Our award-winning websites rank highly in search engines. We help lawyers in multiple aspects of their practice, including call tracking & voice services, full-scale photo & video production, press & media relations, content marketing, SEO, and paid search marketing.
If you’re interested in learning more about our legal marketing services, reach out at firstname.lastname@example.org to start the conversation or follow us at @Postali.