Each industry has a unique way of marketing to target clientele, and the legal profession is no different. Many attorneys or law firms fail to realize the importance of website content generation as part of a local SEO strategy to drive leads, build trusting reputations and gain visibility online.
JD Supra reported the expectations for lawyer websites have evolved rapidly over the past few years, with clients seeking guidance, information and social capabilities on the websites in order to learn more about a professional before seeking services. Therefore, the content being produced for legal websites must meet these needs with a distinct voice, concise language and authoritative insight. The more powerful and effective website content is, the more the lawyer will stand out from competitors.
For law firms with several attorneys, the website must offer a blogging and social media channel to allow each lawyer to express their expertise and interests to the viewer as a way to introduce themselves online. The website should act as a portal enabling lawyers to set themselves apart as individuals with unique experiences, backgrounds and skills they can bring to a client or case. The website should not only provide information to the viewer, but also create a communication channel through which interaction can take place to drive leads and cases, JD Supra reported.
Social media can be used to communicate with the clients as well as a marketing tool in the digital environment. The website reported lawyers have to develop strategies to attract viewers to their social media accounts as part of a lead generation plan. Because lawyers cannot reward followers with discounts on items, they must create other incentives. Lawyers can leverage the openness and transparency of social media to help build trust with viewers and followers, further encouraging them to seek out legal services with that provider.
When it comes to the law or financial industries, most consumers want to work with a professional that is well-versed in the field, with significant experience and a trusting nature. Social networks and blogs can be used to establish a professional's credibility, distribute informative content to be seen as an authority on various topics and build trust with the clientele. The communication channel can help lawyers demonstrate what real benefits they can offer a client seeking legal advice or expertise, JD Supra reported.