Quality content is the bread and butter of any digital marketing campaign. But content for your law firm’s site 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.
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 wordsmith to create compelling content for readers and search engines alike.
Web content is 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 suggest you don’t publish content on your site until it checks the following boxes:
We utilize a funnel approach to ensure we’re on track with your legal marketing goals.
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 should cast 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 addressing their problems or questions.
Attention-getting To-Fu content includes:
Middle-of-funnel content is the consideration stage, where readers learn how you could solve their problems. You must create content that shows you understand the user’s problem and have a solution.
MoFu content includes:
MoFu content must be compelling enough for readers to reach the last phase: decision.
The ultimate goal of creating compelling content is to convert readers into cases for your firm. Bottom-of-funnel content prompts the audience to do just that: clicking 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, a contact form, or a phone number for readers to call.
Quality content keeps your firm relevant in SEO rankings, website visitors, and clicks. You want your current clients to visit often and share links with friends and family.
Here is a quick recap about why quality over quantity is key when it comes to 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.
Not sure where to begin?
Get started with a marketing audit.