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In today’s technologically focused world, there is no doubt that digital content impacts most – if not all – businesses. This is true even for law firms.  Content is crucial to a law firm’s website because it is often what a potential client looks at to determine if the firm is the right fit for their needs. Individuals searching for an attorney often look at multiple sites to find who they feel is right for them. When a firm has content that makes their team seem qualified and helps a potential client feel understood, they are more likely to capture that new client. However, if their content is poor quality, broad and general, or cliché and generic, the individual might be put off and will continue their search until they find someone who has content that speaks to them.

Once you have done the work to pick the perfect domain and find the right location for your law firm, ensuring your content is properly optimized for your success is equally as important. Many ask, “When will a law firm see results from their content?” The answer varies considerably based on specific factors.

Content and Search Results

In addition to capturing potential clients once they are on a site, content is important for SEO purposes and showing up in Google search results. A person cannot determine if a firm is a right fit for them if the website does not even show up.

Google constantly crawls websites to evaluate and interpret their content to determine if that site should be shown to people when they are searching for specific terms or keywords. For example, a law firm’s web content may talk about them being the best personal injury lawyer in Paris, Texas. When someone searches for a personal injury lawyer in Paris, France, Google can use the content on the Texas attorney’s website to determine if it should be shown to people looking for any Paris or just Paris, Texas.

Getting Leads from Content

How long it will take for a law firm’s content marketing strategy to start bringing them leads is one of the first questions many people ask. The answer is not always simple. Any SEO company that promises a firm they will start seeing guaranteed results in a certain amount of time is guessing at best and lying to them at worst. They can tell them what tends to happen in similar circumstances, but in the end, it depends on their competition, where they are competing, and their area of practice.

For instance, keywords like “Houston Personal Injury Lawyer” will be highly competitive and challenging to rank quickly because Houston is a large city, and they have many other people competing against them. In contrast, Rosenberg, Texas, a city about 45 minutes outside of Houston, is relatively small and has a population under 20,000. Ranking for “Rosenberg Personal Injury Lawyer” would happen more quickly because there is less competition. It is a more rural area and not highly saturated with other big law firms.

Focusing on Houston might take a couple of years for content to generate leads. However, competing could be possible in as little as six months with Rosenberg. Again, it depends on who you are competing with, and what area you are practicing in. In general, the bigger the town, the longer it will take.

Reach Out to Learn More About Optimizing Your Content to See Results

At Small Firm Legal Marketing, we provide personalized and actionable guidance to help you grow your client base and optimize your success. For more information about how long it will take for your law firm to see results from your content and to learn ways to potentially shorten this timeframe, reach out today.