Many law firms underestimate the power of website content. They just add the required amount of text to their site without truly considering its impact on their target audience. Unfortunately, that can be harmful to your reputation and standing online. Content is an important part of web marketing for law firms. It helps with everything from SEO to PPC, which is why you need to approach it carefully. Here’s a look at some of the biggest content marketing mistakes to avoid:
- Generic Content That Offers No Value
It’s not easy to find unique and interesting topics for blog posts or to frame services memorably. Most law firms end up adding generic content that has no personality and doesn’t provide much value to their target audience. The online world is highly competitive and your website will only stand out if your content packs a punch. A well-planned and strategic approach to web marketing for law firmscan help you avoid fading into the background.
- Poor Language and Grammar
Content with poor language and grammar will alienate your target audience. Bad content makes a law firm look unprofessional, which means clients won’t be able to trust you to handle their case. Double-check your website copy carefully before publishing it. You should also make sure your blog posts don’t have any glaring errors. It is a good idea to ask a friend or editor to read the content and make the required corrections before publishing it.
- Keyword Stuffing
Keywords are a good thing to have but they shouldn’t disrupt the client’s reading experience. Don’t stuff your content with too many keywords and make sure it has a good flow. You don’t need to add 10 or 20 key phrases to the content for the piece to show up on search engines. Modern search is more sophisticated and just adding matching phrases is no longer enough. Choose all keywords carefully based on value and user intent. Incorporate them into your content carefully to ensure there’s no disruption. Keywords should fit in naturally and shouldn’t stand out in the reader’s mind.
- Not Targeting The Right Audience
Different kinds of people require different content strategies. Don’t try to reach everyone with your content because that will only lead to failure. Develop a target profile based on your past and present clients. Conduct some industry and competitor research to determine what kind of people you want to target. This data will allow you to develop a tailored marketing strategy that appeals to a specific audience. You want to reach people who are interested in your content and are more likely to convert. Targeting the right people is the most basic aspect of web marketing for law firms.
- Outdated Content
The legal field is fairly fluid. Laws change, new regulations pop up from time to time, and court decisions set precedents on how to handle different situations. Your content marketing strategy should keep up with all of these changes and provide the most current information to clients. Some marketing professionals even recommend going back and adding warnings to older posts so that clients know the information is outdated. This doesn’t just improve your firm’s overall credibility but can also help your clients make informed decisions regarding their situation. Lawyers with up-to-date content have a good reputation and can easily earn people’s trust, which is an important part of web marketing for law firms.
- Making Claims Without Backing It Up
It is easy to include words like ‘years of experience’ or ‘award-winning’ in the content but you need to make sure there’s something substantial backing these claims up. For example, ‘we have years of experience with personal injury cases’ sounds a little vague and doesn’t impress people. ‘We have worked on 12,000 personal injury cases since 1985’ sounds definitive and impressive. If your law firm has won any awards, mention it on your website or in your content. Backing up claims with something substantial can help you earn people’s trust.
- Using Legal Jargon
Legal jargon may help you appear more professional and knowledgeable but it doesn’t really help your prospective clients. Too much jargon will even alienate your target audience, frustrating them because they can’t understand the content. Try to explain all legal concepts in simple terms and make sure your content is easier to understand. You can also include an FAQ section or a legal glossary that explains all terms clearly. Avoid long, confusing paragraphs and straightforwardly explain everything.
Create useful, engaging, and accurate content to earn your client’s trust. The ultimate goal of content marketing is to showcase your knowledge and authority in the field. It is one of the few strategies in web marketing for law firms that can accomplish this. Speak with a qualified professional to come up with a strong content strategy.