How attorneys attract and retain clients in 2023 dramatically differs from 20 or even 10 years ago. One of the best ways for clients to discover and engage with your practice is through your PI firm’s website. To accomplish this, producing engaging, unique, and relevant content on your firm’s website is essential. Content is anything you publish on your website but most commonly refers to blogs and practice area pages.
This guide simplifies the content creation process by giving you suggestions for developing strategies and coming up with topics that can help your firm increase its client base and grow its web presence.
CloudLex devotes its time and resources to serving the unique needs of personal injury lawyers throughout the United States. We designed our case management software specifically for PI firms to streamline and modernize their practice and achieve growth and stability.
Identify potential areas for growth
Generating content ideas first begins with identifying potential or desired areas of growth. For example, what practice area in your law firm is struggling? Or, are you generating a lot of specific types of personal injury cases (such as slip and fall) but would like to attract more in particular geographic regions?
Takes note of your and your team’s answers to these questions and have a long-form discussion to help get as much information as possible. You can also use your law firm’s personal injury case management software to generate a report on your past and current cases.
Perform keyword research
Next, you or your marketing team can conduct keyword research. Conducting keyword research is a way to ensure that you put into your content (e.g., blog or practice area page) keywords or search queries that potential clients are typing into Google. You can find this information using many of the paid and free keyword research tools available online. Or, you can hire an SEO content writer to help you.
You incorporate these keywords into your content in the way you or your marketing team believe will be most effective. Some attorneys choose to have one high-quality keyword as the hero for the piece. Others elect to incorporate many keywords at once. It is essential to find a balance because Google penalizes websites that include too many keywords in a single piece of content, a practice known as “keyword stuffing.”
Write compelling content on topics potential clients are searching for
Now that you have your keywords (your specific topics), it is time to develop and write content on the issues about which potential clients are searching for information. When writing web content, it is essential to remember that you are writing for two audiences: a search engine (typically Google) and a human (the potential client).
The search engine is looking for information that is concise, easy to scan, authoritative, and relevant to the keyword that the user enters. The potential client is looking for content that speaks to them, is easy to read, and helps answer their question. Finding a balance here is vital, so your content flows nicely but still fits the target audiences.
Track web leads over time
Historical data about your website’s activity can help you determine what content to create. It may be that your firm devoted many of its resources to writing blogs on a particular topic but is not getting a proportionate amount of clients calling about that topic. Looking at the web leads over time can help you identify what content strategies worked and what did not.
Use real case results in the web copy
Another approach to creating content is to “humanize” and elevate your web content by infusing real case results into it. For example, in a blog about slip and fall cases, you can briefly explain what happened in an actual lawsuit your firm handled. Or you can highlight your firm’s past successes on a practice area page by showcasing the verdicts or settlements you have received in this area. CloudLex makes it easy for PI attorneys to view historical data about their current and past cases, streamlining the process of gathering and using this information.
CloudLex: The case management software built for personal injury attorneys
Some companies choose a “spaghetti” approach, throwing everything at the wall and seeing what sticks. At CloudLex, we set out to do one thing and do it well: provide case management software specifically for personal injury attorneys. And we have succeeded.
From our Settlement Calculator and Expenses Manager for law firms to our Client Intake to Matter creation program and more, we devote ourselves to serving personal injury attorneys so they can effectively help injury victims recover.
Contact our team today to discover how we can elevate your personal injury law firm’s case management process.