In the competitive landscape of legal services, law firm content marketing stands out as a powerful tool to differentiate your law firm, establish authority, and attract more clients. However, even the best-intended content strategies can falter if common pitfalls are not avoided. At FullFunnel our specialist group of Legal Marketing professionals, have seen firsthand how these mistakes can undermine a law firm's marketing efforts.
Furthermore, Google's March 2024 Core Update was focused on reducing poor quality, “unhelpful” content, much of which has been created by ineffective use of AI tools. The rollout will take place over the next month or so; be on the lookout for reduction in your website traffic which will indicate that you may have an issue.
Here's how to recognize and steer clear of the common law firm content marketing mistakes that we see:
Many law firms fall into the trap of producing content for the sake of content. This scattergun approach rarely hits the mark. How to Avoid: Start with a clear content strategy. Identify your target audience, often referred to as your ICP (ideal client profile), and truly understand their pain points, and craft your content to address these issues.
Every piece of content should serve a purpose, whether it's to inform, educate, or convert. We often refer to this as writing with wii.fm in mind, everybody’s favorite radio station, what’s in it for me. You will know if you have hit the target if the average time on page is more than 50 seconds.
SEO is crucial for making your content discoverable online. Unfortunately, many law firms overlook this, resulting in great content that never reaches its intended audience. For example, many lawyers refer to themselves as attorneys, but most people searching for their services do not. For example, a quick search for “personal injury lawyer near me” showed a search volume of 110,000 monthly searches vs “personal injury attorney near me” with a volume of 14,800, a significantly smaller volume.
Incorporate SEO from the start. Use keyword research to guide your topics and include those keywords naturally in your titles, headers, and body text. Don't forget about meta descriptions and alt tags, as these are key for search engines.
Overlooking the Importance of EngagementContent that talks at the audience rather than with them tends to underperform.
Engagement is key to building relationships with potential clients.
Craft content that invites interaction. Ask questions, encourage comments, and include calls-to-action (CTAs) that prompt readers to engage further, whether by contacting your firm, downloading a guide, or signing up for a webinar.
Sticking solely to blog posts or articles limits the reach of your content. People consume content in various ways, and preferences can vary widely. How to Avoid: Diversify your content portfolio. Experiment with videos, infographics, podcasts, and downloadable guides. This not only caters to different audience preferences but also enhances your content's shareability and engagement.
Failing to Measure ResultsWithout tracking the performance of your content, you're essentially flying blind. Many firms publish content but don't analyze its effectiveness, missing out on opportunities to refine their strategy. How to Avoid: Leverage analytics tools to track your content's performance. Metrics like page views, time on page, and conversion rates can provide valuable insights into what's working and what's not. Use this data to continually optimize your content strategy.
At FullFunnel , we understand that effective law firm content marketing requires more than just prolific writing; it demands a strategic, audience-focused approach that's tailored to the legal industry's unique challenges. By sidestepping these common pitfalls, your law firm can enhance its online presence, establish trust with potential clients, and ultimately drive more business. Remember, in the realm of content marketing, quality and strategy always triumph over quantity.