Good content is single-handedly the most important element of your law firm’s website. The right content can inform, engage and, ultimately, help your website rank better with the search engines. At Omnizant, we’ve assembled a team of content strategists and attorney writers to ensure your website has meaningful content that helps you achieve your business objectives.
Legal Content that Converts
Prospective clients in need of legal counsel are generally looking for two main elements when visiting your site:
- To see how your firm can help them with their legal matters, specifically looking at your expertise, past results and accessibility
- To better understand the legal process and how they will work with your practice.
For example, a couple looking for a family law attorney to start the adoption process will want to better understand the steps they can anticipate during the process, laws/requirements that may serve as a barrier to adoption, cost and timeline estimates and how they will leverage your firm as the adoption progresses.
A comprehensive content strategy can help you address prospective clients’ concerns early on and establish your firm as a proven expert in your community. But having informative content isn’t enough for conversions (or inbound leads), you also need to create a compelling journey for site visitors that fosters engagement. At Omnizant, we’ve developed 2,000 law firm websites; we know what content and calls to action are effective in getting site visitors off of the web and into your office.
“The experience of working with this extremely well-run company has been excellent. The customer service is top-notch, the site content is excellent” –
Content that Resonates with the Search Engines
Google, Bing, Yahoo, DuckDuckGo are all independent search engines but they share the same goal — they aim to send visitors to high-quality, informative websites that deliver relevant information to their search queries.
The best way to showcase your firm’s value and rank better in the search engine results pages (SERPs) is through comprehensive, well-written content that answers the questions that your prospective clients are searching for in their quest to find an attorney.
At Omnizant, we perform extensive market research when developing a new content marketing plan for a law firm. We get to know your practice, study your ideal client profile and map out the attorney selection journey. During this planning stage, we also identify gaps in your competitors’ offerings and then we get to work developing content that helps you get in front of the people you want to reach.
A Dynamic Content Strategy
Generally speaking, our content strategy is twofold and consists of creating the fundamental content that will be available when your law firm’s website goes live; this may include practice area pages, FAQs, and initial blog articles.
The second part of the strategy is the ongoing content marketing that will happen after your practice’s site is launched. This is typically centered around timely blog posts and high-engagement content (articles, infographics, etc). The regular addition of content helps to demonstrate to the search engines and visitors alike that your firm is active and continually educating your community.
Our Content Experts
Unlike many other agencies in our space, we don’t farm out our client’s content strategy to freelancers who are more concerned with word count than substance. Instead our team consists of content strategists, in-house writers, editors and a team of attorneys who write for us, in addition to practicing law. This diverse team approach ensures that our clients get highly-strategic, well-written (and compliant) content that they’re proud to publish to their sites.