Content marketing can be a useful and successful strategy for many law firms. However, content-driven marketing takes time to achieve results. Quality, relevance, positioning, and competition all play into the success of a firm’s content marketing campaign. While the internet seems to promise overnight rankings and increased traffic, the reality is that content marketing is a much more of a time-intensive and cumulative project.
The burning question seems to be, “how much time does it take content marketing to generate significant results?” Unfortunately, there is no specific answer. The time it takes a firm to generate measurable results will depend on their investment in their content and strategy. Here are some things to consider when determining a time frame for success.
Amount of Website Content
Marketing experts recommend that law firms start with basic content such as biographical information, a homepage, an about section, and practice location pages. With this basic framework, they can begin to create a website that drives traffic. However, without continually producing new and relevant content, the success of the site may be in jeopardy. After the initial launch, consider expanding the scope of the website’s content to include information that potential clients may be seeking. Continually publishing a variety of quality content entices visitors and increases visibility.
Does the Content Stand Out?
To avoid getting lost in a sea of legal websites, firms should produce content that is relevant to their area of expertise. Presenting issues in a unique manner may give them an advantage over their competition. When clients are continually confronted with the same information, presented in the same way, there is no motivation to choose one firm over the others. Law firms that showcase themselves and their skills in a unique light may seem more attractive to potential clients. Not only that, but these law firms are also more likely to appear higher in search results.
Is the Website User-Friendly?
Few things disengage a potential client faster than an inability to navigate or understand the information presented to them. No matter how interesting or engaging a firm’s content may be, a difficult-to-use website will inevitably turn visitors away. The appeal of the internet is the massive opportunity for choice. Potential clients have a plethora of options, and when firms make their pages easy to read and navigate, clients are more likely to see their content and invest in their services.
Is the Content Valuable?
The driving premise behind the use of any service or product is the value that it provides. If potential clients feel that a law firm’s content provides substantial value, they are more likely to consider them. Google also takes valuable content seriously. High-quality, relevant content will rank higher in search listings and increase visibility to potential clients. Providing value to the consumer is a cornerstone of any marketing campaign, and valuable content can considerably enhance the efficiency of a firm’s website.
Is the Content Competitive?
A law firm must consider the size of its market. In an area with stiff competition, successful websites may require numerous pages. It is important to recognize that websites with seemingly endless pages have been producing content for a long while. If a firm is just starting out, this may take months or even years to achieve.
While the time and effort required to execute successful content marketing may seem daunting, the payoff is well worth the investment. Consistent, high-quality content helps build a reputable website that will attract visitors seeking answers to their questions. Over time, those who dedicate time and resources to developing a quality site are sure to drive consistent traffic that will ultimately convert to steady clientele.
At Marketing4Legal we understand the importance of gaining the trust of potential clients, and we can aid in your effort to attract more. Contact Marketing4Legal today to learn more about how your law firm can be more proactive with the ever-changing landscape of legal marketing.