Building Trust With Law Firm Content Marketing Services

Ready to start getting more clients in your door?

We all want our law firm to be the first firm that comes to mind when someone needs legal services. The problem is…

Most firms don't exist online.

When more than 38% of legal clients find their lawyer through an online search before choosing a lawyer, failing to have a strong digital presence isn't just bad – it's losing you money.

You don't need to yell louder than the other guy. You just need to earn that prospective client's trust – and you build trust through smart content marketing.

Here's what we'll cover:

• Why Trust Is the Foundation of Lawyer Marketing Services
• What Law Firm Content Marketing Actually Does
• Types Of Content Strategies Law Firms Should Be Using
• How To Evaluate Which Content Marketing Partner Is Best For Your Firm
• Mistakes Other Law Firms Make with Content Marketing

Let's dig in.

Why Trust Is the Foundation of Lawyer Marketing Services

Clients already have their guard up.

They don't trust strangers. And they definitely don't hire strangers when it comes to legal matters.

They want someone who knows what they're doing. They want confidence. They want security.

And before they ever call to set up a consultation, they're reading content online. They're watching videos. They're reading Google reviews.

That first impression is critical – and law firm content marketing services are how you get there.

Client trust equals client conversions. Everything starts with that first impression – and content marketing gives you control of it.

The right marketing solutions for lawyer marketing services position your firm as the most knowledgeable, credible option on Google (and therefore in your client's eyes). Leads. Calls. Consultations.

It all flows from there.

Law firm content marketing matters. Let's take a look at how.

What Law Firm Content Marketing Actually Does

Publishing blog posts won't cut it.

While blogs are important – we'll talk about that in depth later – there's more to lawyer content marketing services than typing away at your WordPress dashboard.

Instead, good content marketing does three things for you:

• Positions you as an authority via content that clients actually find useful
• Helps you rank for the search terms your clients are already using
• Builds trust via educational content that answers questions clients didn't know they had

When done right, content marketing for law firms touches nearly every aspect of your digital footprint. And when statistics show 89% of firms list content as a "very important" part of their marketing strategy – you know they're doing something right.

Law firms who don't use marketing services that include solid content marketing are falling behind.

Trust starts online. Make sure you're sending the right message.

The Core Content Strategies That Work

These are content marketing strategies that you should be using if you're serious about hiring lawyer marketing services.

Blog Content That Educates

Ah, the noble blog post. WordPress helps make blogging so damn easy these days, but that doesn't mean your law firm should publish blog posts just for the sake of publishing content.

Fact: Clients are searching Google for legal advice every day. And when they do, law firms with well-written blog posts pop up.

That's how you get found.

Blog content needs to:

• Answer your client's questions directly
• Be easy to read and understand
• Be detailed, yet concise
• Be SEO friendly and offer genuine value

Stop publishing thin content. Google rewards those who focus on crafting detailed, useful content… and clients do too.

Focus On Your Practice Area Pages

Does your About page explain your firm well enough for clients to read and want to pick up the phone and call you?

No? Odds are your practice area pages aren't doing much better.

These pages are prime real estate. Chances are they're well-visited by potential clients who want to know specifically how you can help.

Take advantage of that.

Practice area pages should lay out the problem, explain how you can help, and explicitly tell visitors why you're the best firm to take their case.

Failing to do so is wasting an opportunity to earn trust and send visitors directly to your contact page.

FAQ's and Helpful Guides

Want to rank well for search terms that your clients are searching?

Give them what they want. Provide content that answers questions and helps your clients with common legal inquiries.

FAQ pages and in-depth guides are fantastic tools for law firms to show off their knowledge and help clients who aren't even aware they need help (yet).

Long-form guides compound over time. One well-written and optimised guide can send traffic your way for months – even years – to come.

(FYI: These take far less time to rank for than you'd think.)

Client Testimonials and Case Studies

Want proof that your service works?

Give it to your potential clients.

Providing social proof to clients who are looking to hire a lawyer is one of the best ways to build trust.

Showcasing former client testimonials and offering well-written case studies lets your clients know you've done it before – and you can do it again for them.

How to Pick the Right Content Marketing Partner

Not all lawyer marketing services are created equal.

When looking to implement content marketing into your firm, here are a few things you should look for:

• Experience in the legal industry. Odds are these guys have tried and true templates and strategies that work for law firms. Lingering language and legally questionable copy is common with agencies who cut corners.
• SEO Experience. Content is great, but content alone won't get you far. Look for an SEO-centric content marketing partner who knows how to strategize and execute.
• Proven track record. Don't just take our word for it. Look for client testimonials, consumer reviews, and case studies that show off the value they create for their clients.
• Consistent Content. Content marketing, at its very core, is a numbers game. Trust compounds over time. You need someone who will SHOW UP and put in the work month over month.

Implementing solid SEO leads to an average 526% return on investment over a three year period. Don't let half-assed SEO and content marketing teams limit your firm's potential.

Common Mistakes Law Firms Make With Content

Half of your law firm marketing competition is doing it wrong.

(I promise we're not just saying that because we want you to hire our law firm marketing services.)

Inconsistency.

Stop posting 5 blog posts then completely disappearing for months on end.

Google rewards consistency. So should you.

Posting once a month is better than never posting. And while we're skeptical of any content marketing agency promising daily blog content, if they can SHOW UP – trust us, they will.

Writing for Lawyers, not Clients.

Want clients to read your content?

Stop writing at a 12th-grade level.

Write for your clients. They're not lawyers – chances are they didn't go to law school. Put yourself in their shoes. What would you want to read about your legal issue?

Ignoring Local SEO.

You know your practice areas. You know your city/county/state's rules inside and out.

Why would you ignore that locally-specific knowledge?

Content that targets your city and answers location-specific questions will outrank general blog content every day of the week.

The Real Deal: Why Content Marketing Matters

Trust is far-reaching.

When you pick the right lawyer marketing services and build out your firm's online presence with well thought out, detailed content that answers your client's questions… You're building trust.

Trust that you know what you're talking about.

Trust that you can help.

Trust that you won't screw up.

Earning client trust is the foundation of everything you do as a law firm.

To Recap:

• Clients don't trust just anybody. They want lawyers who they can trust.
• Content marketing puts YOU in control of your online reputation and allows you to earn that trust.
• Blogs, practice area pages, client testimonials, and using local knowledge are just some of the many content marketing strategies that work.
• Inconsistent content, poor language, and not using your local knowledge are surefire ways to kill your content marketing efforts.
• Law firm content marketing doesn't happen overnight.

Slow and steady wins the race.

Will you start building trust with content today?