Choosing the right or best type of content for your law firm’s website may seem straightforward enough. In reality, there are many details you should consider before just putting up any page and hoping for the best. The right content can mean the difference between your website being seen or not. Additionally, tracking the performance of this content is also crucial to understand what is working and what may not be working so well.
In the marketing community, they say that visually engaging content is best. You should always think about the visuals when searching for the most effective content for your practice. If you had a website that was just a blank, white page, even though the content and the advice may be excellent, a lot of people might be turned off by the lack of a visual component. This is why having digital graphics – meant to catch the eye – is helpful. Videos are also incredibly popular, especially for answering specific questions.
Additionally, you do not want generic content. Instead, you want content that someone will read and say, “oh, I learned something,” or “this was useful,” or “I’m going to forward this to someone else.” Educational, useful, and visually stimulating is what you should be going for. A good balance of quality content people like while being visually appealing to attract the eye will significantly impact your reach.
Measuring the effectiveness of your digital content often takes digging a little deeper into your traffic and other metrics. You can start by using Google Analytics to see how many visits you get to your website. This platform tracks how many people go to your site, what they are like, and what keywords people search for when they find your website. Tracking these metrics is an effective way to monitor what is working and what is not.
SEO is useful because it will help you reach the top of Google for particular keywords. As mentioned before, you want visually appealing content but also informative and good-quality content. But depending on what kind of words you use, you might get different types of clients, or certain words might be better than others if you are trying to get as many clients as possible.
You want to have as many synonyms in your content as you can for the keywords people are searching for. For example, if you are a personal injury lawyer, you may want clients who are looking for a “car accident lawyer.” However, they may be searching for a “car crash lawyer” or an “injured in a wreck lawyer.” You want to make sure that Google knows this is what you are specializing in as opposed to just an “accident,” which could be interpreted to mean something else. An accident could be when things happen, and it is nobody’s fault.
In short, the synonyms that you use help Google determine if your site is the right site to show people when they are searching for particular keywords.
If you took the steps to create the best content for your law firm’s website, but it does not seem to be getting enough traffic, you should do some troubleshooting into what the cause could be. That involves asking yourself some questions. Are you not getting any traffic because you have only been working on it for a few weeks or months? Are you not getting enough traffic because you do not have any authority on your website – meaning no one is linking to you from theirs? Is it because your content is too short?
While there are certain metrics you can look at for clues, it can be challenging to diagnose a problem when you do not get the intended result. If you are serious about getting a complete evaluation of your website and the ways it can improve, consult with an SEO company that can run a diagnostic test on your site and give you explanations or suggestions on how to increase traffic.
When you need help with your digital marketing plan, SEO best practices, discovering the best type of content for your law firm’s website, or diagnosing why you are not seeing better results, connect with Small Firm Legal Marketing. We can point you in the right direction, answer any questions, and provide actionable steps to increase your success.
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