The end game of a content strategy for a law firm is to plan for two major phases: habit and discovery. These two aspects of the legal field involve how law firms engage with and reach out to their readers.
Discovery
From a marketing perspective, discovery means something much different than the legal definition. Discovery is the process in which your clients find your law firm or how your firm connects with potential clients. In terms of a content strategy, discovery is your firm’s efforts to guarantee that your content is found by those who can benefit from it the most — i.e. your target audience.
In addition to ensuring potential clients discover you, it’s also vital that your former clients continue to engage with your content and your referral sources can locate you as well.
Habit
While first-time readers are phenomenal, your ultimate goal is to convert these readers into habitual visitors who continue coming back to read your content. The best way to encourage new visitors into becoming return visitors (or better yet, clients) is to provide them with high-quality content that they want to read.
In terms of a content strategy, this means you need to consistently upload content that’s geared toward your audience. There’s no point in spending time and money to produce content that nobody wants to read.
Discovery and habit are two phases of your content plan that should be tied together. Without a successful plan for discovery, those who need to locate your law firm (and your content) will not be able to find you — and if they can’t find you, they certainly won’t be able to become habitual readers.
As your law firm develops its content strategy, you should really question who your target audience is and focus your efforts there first.
Once you’ve narrowed down your target audience, consider utilizing social media (thoughtfully) to transition your strategy into how to turn new visitors into returning visitors into clients.
If you need help developing a solid legal content strategy, let SEO Legal help. Contact us today to find out how we can help rocket your law firm website to the top of Google search results.
