Whether you are a solo practitioner or part of a large law firm, improving your Google search rankings and online authority should be one of your top marketing priorities. When your audience likes and can relate to what you are publishing online, Google rewards you, as do your prospects when they turn into clients. The best way to accomplish these goals is to draft high-quality content for your website frequently.
However, creating compelling content isn’t as easy as it might sound. For most attorneys, wordsmithing tasks become buried by the dozens of other duties they must complete. Publishing excellent content that resonates with your desired audience must be a priority, or your blog won’t be an effective marketing tool. You won’t reap the rewards you desire. In fact, it’s so crucial that we highly recommend creating an editorial calendar that can serve as a guide and will remind you to keep creating content.
Finding Fresh Content Ideas
Sometimes it’s less about prioritizing your blog and more about fresh ideas. Far too often, lawyers give up on their blog because they run out of topics they want to talk about or think their audience wants to hear. Generating new content doesn’t have to be complicated or time-consuming—consider these tools to help keep your content up to date and innovative.
What Are People Asking About Online?
Research what people are asking about online. Garner ideas from questions people are asking about in your area of practice. TextOptimizer is one tool that can help you get inside your readers’ heads. It allows you to research what questions are being asked about specific topics. Simply type in a keyword on the “Find Content Ideas” page. For instance, typing “personal injury” reveals these results:
- Do I have a personal injury case?
- Do I have a personal injury claim?
- What is a personal injury lawsuit?
- Do I need a personal injury lawyer?
For more detailed results and tools, you can pay for the subscription service on the site. Its additional features can help you narrow down content suggestions and find keyword combinations that meet search engine requirements.
Many people turn to the internet daily for answers to their questions. If your website can provide a reliable answer, it will see more traffic and reach higher rankings.
Enlist the Help of Your Intake Team
To help specify your topics even further and keep them relevant to your potential clients, consider asking your intake team to document your prospects’ questions and concerns. This step can provide you with insight into what your audience is looking for when it comes to legal information and help.
Apps such as Slack or Google Docs are an excellent way for them to record the questions they receive on intake. Such a database will provide a convenient way to view them easily in one place when you are ready to do so.
Use Keyword Research Tools
While keywords are typically thought of in terms of SEO, they can serve other purposes. Taking the time to research relevant keywords can give you some valuable insight into your prospects’ questions and interests. Check out these tools:
- Kparser generates several keyword ideas around the main topic of your choosing. It can provide you with fresh topic ideas that you may never have even thought about.
- Answer the Public allows you to use keywords or key phrases and receive an aggregated view of the questions Google and Bing receive. For example, if you type in “slip and fall,” you will receive hundreds of different answers and topic ideas.
Recognize Seasonal Trends and Relevant News
Your audience experiences many of the same things you do, including seasonal trends such as:
- Holidays
- Back to school
- Summer vacation
- Travel
- The Super Bowl and other popular sporting events
- Gearing up for winter weather conditions
Suppose you practice family law. In that case, you may want to focus on parenting topics and shared custody during the Christmas season or summer vacation. If your practice focuses on estate planning, make it a point to discuss tax topics during the first quarter of the year.
You may also want to focus on what is nationally recognized on certain days or weeks of the year. For example, if you are a business attorney, publish a blog about National Small Business Week a week or two before it’s recognized.
Making your blog timely and relatable to what is going on will also help draw traffic to your site. Your prospects also pay attention to the news from various sources. As such, if there have been recent news stories or changes to the law that impact your area of expertise, be sure to address these matters in your content. Not only will it help increase your online traffic, but it can show your audience that you stay up to date and are an authority in your area of practice.
Do You Need Help Publishing Frequent Fresh Content?
It’s easy to get bogged down when it comes to publishing fresh and timely blogs on your law firm’s website. Whether you find it challenging to make room in your schedule to write and post your blog or to keep your readers coming back for more with fresh content, our team of attorney-led writers can help. Call us today at 877-488-8123 or contact us online. Our seasoned marketing professionals are happy to address your content needs and show you how we can help.
