There is a saying in digital marketing, “content is king.” Regardless of your niche industry, content is one of the major ranking factors for search engines like Google. If you want your law firm or practice to rank regularly for terms like “injury law in Chicago,” then you need to create great content.

If you are looking to have a strong presence on search engines for lawyer-based search terms and phrases, then you need a content strategy designed to target those keywords that will translate to clicks, and ultimately convert into new clients.

We have compiled a small list of types of content that we think every law practice should consider having on their website, as they are informative and could result in natural link building.


Create Authoritative Blog Content

Every business should really consider having an active schedule of new blog content. The same goes for lawyers. Lawyers are by nature the ultimate authoritative voice when it comes to people looking for legal assistance with cases like car accidents, malpractice, and even more personal matters such as divorce or family court.

People who need legal assistance will likely look for information online that will help them decide whether their personal instance is something that could become an actionable legal case. So, you should look to provide users in your area with insightful content on your blog, and be sure to update it regularly.

Helpful tip: Always add a way for users to contact your law practice while they read your blog content, either with a form, a link to your contact us page, email or phone number to help them get in touch with you immediately.


Publish Case Studies

Much like blogs, a well-crafted case study could be one of the most valuable resources featured on your law office website. The beauty of case studies are you really don’t need to be too fancy with how you present it. All you really need is a case title, the challenge, the solution, and the outcome.

These case studies will help answer user search questions that relate to your case studies. So, be as specific as possibly can be. The more details you can provide the better. Users who are searching for legal assistance will want to do some research before they even consider reaching out to a lawyer, and if you can show them similar cases to theirs, and a plausible outcome, there is a greater chance they may contact you to represent them.


Create A FAQ Section

Search discovery is key to obtaining organic traffic and quality leads. One way to improve your chances to rank regularly for common search terms and legal questions is by adding a detailed Frequently Asked Questions section on your website. Even better, we suggest having a small FAQ area for each service landing page.

Some of the best converting search terms in Google are terms that are question based, and in fact long tail search terms and question-based terms are at an all time high because of voice or mobile search. An example of longtail search or question-based search would be the following: what should I do if I was injured in a car accident?


Explainer Videos To Help With Law Jargon

First off, what is an explainer video? Simply put it is a video, animated or not, that is designed to help explain products or services for a business. In this case, as a law practice, you should look to create brief explainer videos to go over common legal jargon that may be confusing or misunderstood by many.

Going back to case studies, you could also create an explainer video that goes into detail about the individual case study. This could be a great piece of media to help accompany each case study.  The actual script for any explainer video is very similar to how a case study is outlined; case title, the challenge, the solution, and the outcome.


Start a Podcast

Podcasts are going to require a bit more time and planning, but if you are able to execute it, you will be able to curate some of the more engaging bits of content. Not only will you be able to have your podcast accessible through your website, you can also have your podcast hosted elsewhere for even greater reach.

You can submit your podcast to iTunes, Pandora, Spotify, Amazon and many more. This will allow you to expand your podcast’s reach beyond just the local, and could ultimately create a national audience.

Another great aspect of having a podcast, is the shareability of the media across social media platforms and sites like Reddit. Not to mention any guests you have on the podcast could ultimately become great referral sources either via word of mouth marketing, or by providing links to your site, which will improve your organic search visibility. Lastly, whenever you create a new podcast it is worth having the podcast transcribed, or at least type up a summary which you can publish on that episode page. This will help improve your chances of ranking organically, as you are now providing valuable conversational text to your website. A lot of search that is done today is very Q&A based.


Final Thoughts

If your law firm website is struggling to obtain new website visitors organically, you need to consider a new approach, possibly even a new website design. Web design is a whole different discussion which we covered in the related articles below.

The best way today to improve your organic search visibility is by creating great content that is Relevant, Informative, Timely and even Engaging, “RITE.

The five content ideas that we discussed in this article are a great starting point, and even if you can’t find the time to complete every different type of content, you should at a minimum maintain an informative and authoritative blog, as well as add Frequently Asked Questions sections to many of your areas of practice landing pages.

Related Article: The Importance of the Mobile Website Experience Going into 2021