The Secrets to Content Marketing Success for Your Law Firm
When marketing your criminal defense firm online, updating your website with relevant content is critical – not only for acquiring new leads, but for getting your site to rank on Google. You may be thinking, “Sounds great, but where do I start?” Whether you’re a part-time writer or full-time contributor it’s important to keep a few simple tips in mind when creating content for your criminal defense website.
Tip #1: Put Yourself in the Mind of Your Reader
When developing content, ask yourself: “If I was just arrested, what would I want (or need) to know?” Putting yourself in the mind of your reader will not only help you address important questions, it will also ensure visitors find your website helpful.
While you may be tempted to stuff your content full of “impressive” legal jargon, remember who you’re writing for: someone looking for legal help after an arrest. Chances are, your readers want answers about what happens next and, as the legal expert, it’s your job to provide them.
Just a few of the questions your readers might be asking:
- What types of penalties will I face if I’m convicted?
- Do I really need to hire a criminal defense attorney?
- How much time will I have to build my defense?
Tip #2: Don’t Make Your Readers Dig for Information
When it comes to online marketing, how you say something can be just as important as what you say. Don’t make your readers dig for the information they need – give them a roadmap by structuring your content in a way that is easy to follow. After all, studies show you have less than 15 seconds to grab your reader’s attention. And if you don’t, they’ll go elsewhere to find what they’re looking for.
How do you make your content “skimmable?” Try:
- Using bullet points to communicate important facts
- Including multiple subtitles to guide readers through the page
- Highlighting details by bolding important sentences
Tip #3: Explain What You Can Do to Help Your Readers
Last but not least, don’t forget to explain what you can do to help your reader. Be specific about why they need to hire a criminal defense attorney and, more importantly, why they should hire you over another defense lawyer. Give your readers a reason to pick up the phone and give you a call. How long have you been practicing law? How many cases have you successfully defended?
These are questions your readers will want to know if they’re serious about hiring an attorney. Every visitor that leaves your website is a missed opportunity, so it’s important to put your best foot forward with content that not only answers important questions, but encourages readers to take action. Time is of the essence after an arrest, so don’t be afraid to point out the urgency of their situation.