LEGAL CONTENT WRITING

Legal content writing is vital to educate future clients

You’re also producing some major ROI for your business, as these content writing stats demonstrate:

• Content writing generates three times more leads as traditional marketing and costs 62% less.

• SMBs that use content writing get 126% more leads than those that do not.

• 61% of online purchases are directly related to a customer reading a blog.

• Legal companies that publish more than 16 blog posts a month get 3.5 times more traffic than those that create less than four posts per month.

Content equals business growth.

So, let’s get started with your legal content strategy.

Creating a legal content plan

Content exists everywhere; some would say it’s saturated. And yet it is still the main medium to communicate with potential customers through writing or more visual media. What is evident is that one size does not fit all when posting content on different platforms.

Social media content differs from blog content, which is unlike website content. So, you need to know how to craft your content to reach your audience where they are.

Social Media content

There is an art to creating content for social media. It’s well worth a company’s time since there are 2.6 billion users across many social media platforms worldwide.

Plus, should someone follow you on social media it could be considered a warm lead — they have already indicated that they are interested in what you have to say. So, your audience is waiting to engage with your net content.

Website content

Website content should prioritise in three areas: your target keywords, your brand and your solution. Like blog content, the copy on the website must guide and inspire visitors to your services. Yet within the legal sector, you must explain the legal jargon in layman's terms. Think of web content as a navigational map to your services.

Act cautiously and avoid turning visitors away through social media feeds and other distracting elements. Once you have enticed a potential new customer, websites must do all they can to keep them onsite, and that’s the key function of website content.

Blog content

Blog content aims to promote your business by attracting newcomers and bringing qualified warm leads into the sales funnel. Blog content should be a free resource that’s not directly tied to sales but a well-crafted piece of content to ultimately generate revenue for your law business. As mentioned above, research has demonstrated that companies that blog more get more traffic and more leads than those that don’t.

Analysing your legal content writing

Arguably the most critical step in legal content writing is analysing your existing content. Without data, how do you know what you can improve?

There are several ways to analyse your content, so use your goals as a guide to set some targets. Whatever you want to accomplish with your legal content will help you determine your metrics.

What you analyse is entirely up to you, but here are some ideas that we suggest for our clients to measure:

• Conversion Rates: the percentage of visitors that engage with a CTA (Call-To-Action).

• Engagement Rates: the number of visitors interacting with your content through comments, shares and likes.

• Audience Growth: when new leads, sales or subscribers are generated from a piece of content.

• Page Views: the number of views that your content page generates.

• Organic Traffic: the traffic that arrives from search engines.

• Bounce Rate: the % of visitors leaving your site after visiting only one page.