Content is What Drives Rankings, Conversion, and Results.
Good content is crucial to your overall web presence strategy. It is not something you can skip and still expect to be ranked on Google. Your content includes website pages, videos, press releases, blogs, social media posts, and more. In a nutshell, it is anything you create that is uniquely written and published online (and offline).
Why is content such a big deal? Content is one of the most important factors that Google and other search engines use when ranking your website. Good content is the fundamental element to help your website rise in the rankings and stay there.
Adding new website content to your site is a key component to a growth strategy. Your content includes the initial pages on your website and content you continue to add over time, like FAQ pages, guides, infographics, and maybe a blog.
A Law Firm Content Strategy is Critical to Your Success Online.
At GNGF, we invest time with you to develop a custom content strategy to execute over a series of months. This content strategy is built to focus on one of two key things. First, we plan content for the specific type of searches your target client is entering into Google. Then, we incorporate pieces that are of enough quality and provide the right information to garner links from other websites back to your content.
Your content strategy plan is reviewed with your firm prior to the effort we take to research, create, and edit the content. All of your content is ultimately driven by your brand platform we create and your marketing goals.
Note: Because we teach marketing ethics at CLEs all over the country, we understand that all states have a stipulation in their professional rules of conduct that hold you, the lawyer, ultimately accountable to the state bar for anything we write, therefore we will NOT post new content to your website EVER without your prior approval.
Content to Capture Leads
Legal website content is not just for robots. The content we plan and create for your law firm website communicates your unique brand in a way that compels potential clients to contact your firm.
Our content creators are skilled in making sure the content on your website speaks to your target market while also being effective for search engine crawlers. They take into account your preferred communication approach as well as your users’ needs when creating each piece.
While we mark each piece of content appropriately for the search engines, the search ‘bots’ are amazing at evaluating content like the average consumer would. Therefore, the quality of the content for your target market will likely satisfy the search engine ‘bots’ with just the basic onsite SEO recommended by Google.
Our goal is not only for your content to drive people to your website, but for them to be compelled to hire you once they get there. Content is the main vehicle for communicating what you do and why a potential client should hire you. This is why we custom craft each piece for every client. No keyword-stuffed boilerplate content here.
Law Firm Website Pages
It’s important to build a strong foundation for your website with high-quality content on your top visited pages. For most law firms, our data shows that these top pages are your homepage, key practice areas, and attorney profiles.
Your brand should shine in these pages. A website user should learn a lot about who you are and how you run your practice by reading these pages. They should feel confident that your firm not only can handle their case but that your firm cares deeply about their issue. Only then will they be ready to give you a call.
Because these pages are the most visited, they need to be longer than most pages with the right type of information that leads to a web visitor contacting your firm. We have significant experience in long form, conversion-oriented content and the data to back up our recommendations and decisions.
We never recommend content just for content’s sake. Rather, we focus our efforts on creating the right pieces for your law firm website that will help you attain your marketing goals.
As part of your individualized content strategy, our team may recommend adding additional pages to your site such as frequently asked question pages (FAQs), extended practice area pages, or other value-add content to drive traffic and encourage backlinks.
Law Firm Infographics
Online mediums are becoming more and more visual each day. Don’t believe us? Look at the latest Facebook or Twitter updates or the gravitation towards Instagram or Pinterest—larger images, less text.
At GNGF, we utilize infographics to help your law firm provide valuable information to potential prospects in an attention-grabbing, visual way. Infographics are an interesting way to visually explain a concept or story.
Our content and award-winning design teams create infographics that:
- Grab attention on law firm websites and across social media platforms
- Are linked to and shared
- Are mobile-friendly for users across devices
Complex Legal Marketing Content
Sometimes advanced marketing strategies require in-depth content pieces to capture leads. We may also identify content that would be perfect to help build backlinks to your site This may be a long form article, a multi-page how-to-guide, or maybe an interactive infographic.
Our strategic account team works with our content creators to create unique pieces that will make your website stand out to users, search engines, and other websites looking for online content to reference.
Video Marketing for Law Firms
Did you know that more people use YouTube to find answers to their questions than Yahoo and Bing? Also, Facebook has been prioritizing video content above other shared business content in newsfeeds for the past year. Your law firm can capitalize on these changes by integrating video content into your marketing strategy.
Video can enhance your overall web presence and increase both traffic to your website and the conversion on your website. It’s a great way to answer commonly asked questions, communicate your brand to prospects, and provide additional content for the search engines to crawl and rank. Furthermore, our data has shown that law firm websites that have videos on the home page have double the conversion rate of a website without a video. This data also showed that the conversions increased—even if they didn’t watch the video!
Our strategists first develop an individual plan for the best type of video content for your firm. Typically, we recommend FAQ videos, attorney profiles, or a mixture of both. We then work with best-in-breed videographers to shoot video in your office on your schedule.
Each video is optimized to target searches for your practice areas’ keywords to increase the likelihood of someone clicking through to your website. Once they get there, communicating your brand in yet another way entices them to contact your firm.
The other secret about videos is that the average person speaks at about 130 words per minute but only types 40 words per minute. Therefore, we can transcribe your video and edit the content much faster than you can type a piece of content from scratch. This results in a lot more valuable text content on your website.