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Each year, websites evolve and become a true part of your law firm’s makeup. In the online world, content is — and always will be — the ruler of rankings. Content dictates how you are found, and by whom, as its website design and substance contribute highly to search engine optimization. Simply put, the better the content, the easier it will be to separate your firm from the masses.
In today’s online world, content means more than excellent, SEO-focused writing. Content is all-encompassing and includes each item added to your website, blogs, landing pages, and beyond. Content is information. And information is exactly what your online searchers seek.
Here are a few tips on standing apart from the legal crowd.
No matter which search engine an individual is using, the algorithms behind the scenes will reward sites using diverse content with a higher ranking. Content is more than words, although great, purposeful writing is still a major factor. Content is the whole of your firm’s online composition.
This can include:
When Google crawls the web for search engine results, the more diverse your content, the better ranking you will receive, as each component is awarded a different value. When prospective clients are searching for an attorney, their position must be on the first page. And combining visual effects into the site will create a tremendous boost that sustains.
Law firms have more data-driven information to share than realized. Imagine each of your cases’ victories, monetary awards, and successes put forth in an infographic, instead of through text alone.
The success of infographics and data-driven visuals is compelling, and enhances your reach, as they:
Photos and illustrations are commonplace on websites, and certainly shouldn’t be overlooked when adding an original blog, practice area page, city page, or supporting page.
Here’s why:
When adding photos or illustrations to your website, there are a few guidelines to improve your results while maintaining ownership of the content.
Often, screenshots and informative visual platforms are overlooked, simply because the value of their use is unknown.
Screenshots can provide a wealth of information to online viewers, simply by displaying exact and direct instructions. Attorneys can visually walk clients through a process, whether it is instructions on how to leave a review or testimonial to express their happiness with the firm, or how to upload documents for the attorney to review.
In addition, LinkedIn’s SlideShare is becoming a monstrous online entity of its own, allowing firms to upload presentations, documents, and infographics through a completely visual platform that touts:
The online success associated with SlideShare also provides a credible backlink to your firm’s website, ensuring its existence is picked up by search engine web crawlers.
Chances are, your legal team is already a member of Google My Business, and benefit from the Google Maps that accompany the registration. The boost of having your location available at a glance online is only second to having a map or maps if there is more than one location, embedded on your website.
The embedded map delivers:
When it comes to video content on your website, the importance of its inclusion cannot be overstated.
The statistics and online engagement speak for themselves:
The short answer is everything.
The Local Search Association (LSA) released the results of a study of those who search and buy local products and services online and found that:
Your law firm has specialized practice areas where you and your staff are legal experts. Begin your video production approach by creating a list of topics that help you stand out from other firms in your area.
These topics can include:
The goal is to create informative content that is concise, relevant, and shareable.
Statistics do not lie. Social media is, or should be, an important marketing tool for your business. Fortunately, increasing your visual content can provide easily shareable social media updates for not only your target audience to see, but for the search engines to crawl.
Each time you create and apply a new image, infographics, presentation, or video to your website, share the visual content on your social media platforms.
These platforms can include:
Here’s why:
It is important to understand that visual content is pertinent to how your law firm is found, contacted, and converts prospective clients to actual caseloads. Each person who searches for an attorney can provide a boost to your bottom line, no matter the size of their case.
The customer’s journey to your door, and their experience thereafter, will set you apart from competing attorneys in your area. And visual content is going to be a large part of their initial search results.
It isn’t necessary to hire a production firm to create images or videos for your online applications. With access to high-resolution cameras and video recording devices, infographic tools, and online slide share platforms, the costs are contained, and the results are easily shareable.
Consider topics that deliver useful and relevant information to your audience and make a list of the items you would like to expand on in a visual capacity. Need help? Contact the Attorney Marketing Network for a nudge in the right direction and learn how to expand your law firm’s online reach without breaking the bank.