When it comes to their web marketing, many legal firms are merely renting space.
Whether it’s Facebook Ads, Google Pay-Per-Click (PPC) ads, or social media, these platforms frequently produce only sporadic successes. When you withdraw your investment, all of your results disappear.
On the other hand, your website can serve as a continuous sales channel for your legal services. With the ability to get leads and cases while you sleep, it might actually turn into your biggest asset.
This article will discuss how to make your website the best marketing tool for your legal firm’s services and bring in seven figures per year for your company.
[Ebook:] A Manual For Law Firm Content Marketing
A Website for a Law Firm That Is Optimized Can Get Amazing Results
You can utilize content marketing to your advantage with your legal firm’s website to produce profitable results for your company. You may draw in people organically and passively convert traffic into new cases for your legal business using content and SEO.
As an illustration, a highly-ranked website in a crowded market with 1,000 monthly visitors can provide amazing results:
20–50 leads if visitors convert at a 2-5% rate.
Even 10% to 20% of leads that are converted result in 2 to 10 cases.
$8000 on average in revenue per case equals $16,000–$80,000 per month on a single page.
This might result in high six-figure to seven-figure earnings over the course of a year!
The Building Blocks Of A Law Firm Website That Generates Revenue
Your law firm website should primarily speak to the requirements, challenges, and passions of your target market. It should be completely focused on your professional area, the clients you serve, and the services you provide.
In light of this, an effective website content strategy should specify:
Your corporate targets (the cases you want).
what rivals are executing.
which pages to write about and which keywords to use.
Using your content budget: how to do it.
the editing schedule.
The goal or intention behind each page.
PR and backlinking plan.
We’ll go into more detail about how to create this plan, create incredible content, and meet your seven-figure income targets below.
1. Specify the cases you desire.
Identifying the categories of legal cases you desire is the first step in creating a successful internet marketing plan.
You may use this exercise to identify the demographics you want to target, the kinds of content you should produce, and the kinds of SEO keywords you should use.
In this manner, as opposed to marketing to a large user base, you wind up targeting a more concentrated sample of possible customers.
Unsure of where to direct your attention? These inquiries could be helpful:
Which of your cases has the best financial results?
What kinds of cases are you lacking in the most?
Which markets do you perform best in?
Which markets would you like to expand in?
Are there any areas of practice you want to investigate?
After completing this exercise, you might decide that you want to draw more DUI, family law, or foreclosure cases. Whatever you decide, becoming intensely focused on the types of cases you want to draw will only strengthen your website promotion.
[Download:] The Complete Manual For Law Firm Content Marketing
2. Name Your Principal Rivals
Understanding what your competitors are doing that is successful is one of the best methods to “hack” your website marketing approach.
The term “competitors” refers to legal firms that are vying for the same types of cases that your company is currently taking on at the same level.
This is what I’m saying because it sometimes seems like a lost struggle when I see many law firms competing with and outranking the “big” fish. In order to become more competitive with your plan, you must first focus on and surpass your nearest rivals.
Here are a few techniques for locating your main rivals:
Search for your legal practice field and your service area on Google (for example, “family law Kirkland,” “DUI lawyer LA,” “Denver probate attorney,” etc.). Observe the top-ranked domains (i.e., websites).
To search your domain name, make use of SEO tools like Semrush or Ahrefs. These techniques frequently reveal near rivals in your industry.
Perform organic research on your domain to determine which keywords you are already ranking for using the same techniques as above. See what other domains appear when you Google these terms.
Find out your domain’s domain authority (DA) with these tools. In order to determine whether domains have authority scores comparable to your own, compare this to the other top-ranking domains.
Don’t forget to take a peek at your established rivals in business.
It’s still worthwhile to take a look to see whether they are targeting any high-priority keywords that your website should be targeting, even though these may or may not be ranking well in Google Search.
3. Examine the content of your website.
The next thing you should do is audit your current website. This will enable you to assess which content is succeeding and which needs work.
Start with your primary service pages first.
Review each page’s rank (position), performance, and keywords using SEO tools like Semrush or Ahrefs. Decide which pages are doing poorly or not at all.
Locate the “low-hanging fruit” pages next. These pages typically appear between positions 5 and 10. Compared to pages ranking at, say, position 59, they require less effort to optimize for those higher rank positions.
Next, carry out a “gap analysis” using the same tools (most SEO tools have this feature).
This contrasts the effectiveness of your website with that of your main rivals. It will display a list of keywords that your rival websites are ranking for but your website isn’t.
Create a list of the pages you already have, the ones that need to be edited, and the ones that need to be created. By doing this, you’ll be able to construct your content strategy while remaining structured and focused.
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4. Create Content Silos.
By the end of this stage, you should have a strong understanding of the pages you currently have and the ones that are “missing” from your approach (based on the list of keywords you are not yet targeting).
Planning for the so-called “content silos” will start here.
The basic steps are as follows:
If you already have a service page, review it and make it as optimized as you can. Ideally, this would be a “low-hanging fruit” page that is already performing well.
Create a service page based on one of your top-priority keywords if you don’t already have one. Once more, this should be a keyword intended to draw the kinds of situations you desire.
Create a “silo” of information to surround your primary page next. Create new pages that are conceptually linked to your main service page and that slightly depart from it in terms of the keywords they target (ideally, “long-tail” keywords with lower levels of competition).
Between these pages and your main service page, provide internal links.
Build backlinks to these pages gradually (through guest posting, PR, content marketing, etc.)
An illustration of a “personal injury” content silo method is provided below:
5. Specify Related Topics
You should then produce more supplemental content as part of your website content strategy. This should be information that benefits your target customers.
Your primary pages can be supported by FAQs, blogs, and other service pages.
For instance, if you are a DUI attorney, you might want to write a blog article like “What to Do When You Get a DUI” or create a FAQ page that answers the most common inquiries customers have regarding DUI law.
There are a few resources you can utilize to look up related subjects:
Use Semrush to find underutilized keywords, content themes, and more.
Also asked – Find out what other queries people have looked up that are related to your main topic.
Answer the Public – Use this search listening tool to find topics and queries associated with your field of expertise.
The complete content silo for “Los Angeles Car Accident Lawyer” can come together as seen in the sample below:
6. Create an editorial schedule
It’s time to create your editorial schedule once you’ve written down all of your content ideas.
This basically serves as a schedule for the type of content you need to produce, when you want to post it, and which keywords you want to concentrate on.
This can be done using a project management platform or something as straightforward as a Google Sheet (like Monday.com or Asana).
Here are some pointers to get you going:
Always put the main pages first. You should start your website’s content creation process with these.
Create or update your primary pages and keep an eye on how they’re performing. Use Google Analytics and other SEO tools to monitor the effectiveness of your material.
You may choose to proceed silo by silo or start with all of the primary pages, depending on your budget and urgency. Choose the service pages that are most crucial to you. You have the option of developing the full silo at once or in stages.
Keep track of the terms you want to target. It does not follow that your content will rank for your target keywords automatically just because you “optimize” for them. To maintain track of your initial SEO plan, include the keywords you want to target in your editorial calendar, broken down by page.
What Constitutes a Successful Website Strategy for a Law Firm?
Content is the secret to making seven figures with your law company website.
By using content, you can engage your audience, attract your ideal clientele, and do so much more.
Over the next year, people expect major inflation to decline.
Your website will be able to accomplish more for your company than any other marketing channel thanks to a well-planned content strategy!
I’ve outlined a few stages for creating this kind of successful plan above. But it takes time to become exceptional.
I advise keeping your sights fixed on the goal, keeping an eye on performance, and making adjustments along the way.
You will be able to achieve your goal thanks to this.