At Cubicle Fugitive, we are highly experienced in writing, editing, and organizing engaging content that accurately represents the voice and brand of a law firm including copy about practices, professionals (bios), services, and industries.
- Ensure content is more client-focused than firm-focused;
- Confirm that the desired tone is professional, consistent across your website, and matches your firm’s brand;
- Ensure that the depth and breadth of the content is applicable to your target market and enough for search engines to understand what you do;
- Certify that content is useful to prospects and contains targeted industry-specific information and relevant keywords;
- Balance the preferences of individual professionals and practice groups with the strategies of your entire firm; and,
- Make important information easy to find – your home page should also be an aggregator of valuable information.
Depending on the importance of generating new leads online, we might recommend additional search engine optimization (SEO) research and analysis. This includes a review of client and competitor service offerings and analyzing terminology through keyword analytics software to ensure your webpage titles, headlines, content, and metadata are targeted for your firm’s service offerings.
Practice and Service Content
In developing content for your lawyer bios and practice areas, our approach is to emphasize how clients benefit from working with your firm, not just simply talking about yourselves. When expanding the content for your areas of expertise, you may want to include information on your firm’s process, level of service, focus, and understanding of your client’s needs.
Consider providing some of the following information on each practice area or service webpage:
- An overview of the services provided by your firm and your experience;
- What they can expect from your firm and the process involved with specific areas;
- A list and detailed summary of related areas of expertise that fall under individual services, as well as links to any related content; and,
- Examples and testimonials from great instances when your firm has helped clients come to the best and most efficient outcome possible.
Wherever possible, we also highly recommend interlinking service content with all other related information (e.g., photo and contact info of professionals that specialize in this area, cases, blogs, or related articles or resources, etc.).
We work together with your firm’s marketing department to provide guidance, structure, new content, and content editing for SEO. However you need us, our content marketing team is here to help you.
Blog Research and Writing
A blog is often a great way to consistently add quality content to your website, provided you have personnel dedicated to writing for it. Websites that are constantly updated rank higher in search engine results and, over time, also help establish the writers as experts in their field.
To rank well for specific keywords, you need to have content that is related to these keywords, and a blog is a great way to deliver more information on the services your firm wants to be found for. Statistics show that websites with 401-1000 pages of content generate six times more leads than those with 51-100 pages. The average word count for a website page that ranks in the top 10 results for a given keyword (or service area you want to be found for) on Google includes at least 2,000 words.
At Cubicle Fugitive, we can help set up your blog as well as provide you with ideas for things to write about, identify key topics/issues your clients are searching for, ensure your content is ‘Google-friendly’, and can even ghostwrite your blog if you wish. We start by understanding your firm’s overall business goals, target markets, desired clients and work, current trends for targeted content searches online, competitive analyses, and SEO & keyword analyses. We then provide your firm with an editorial calendar to guide the writing of timely, relevant, and meaningful blog posts the provide value to your clients, potential clients, and other key stakeholders.
Once you have your blogging strategy and posts in hand, we highly recommend using social media to further your reach and drive traffic back to the website. There are many content marketing tools available such as Clearview Social or HootSuite to help you integrate, streamline, and amplify the process for your team while providing tools to help you measure the effectiveness of your firm’s social media efforts.
Contact us now to learn more about how we can work with you to make your firm a content leader.