The ROI from building out content can be huge, and the effort involved is only a few hours every couple of weeks.
If you are able to gain one or two additional clients each month from organic search, you can earn thousands of dollars from extra fees with only a handful of hours of work. The best part is that these results compound over time.
Let’s jump right in to the steps you need to take to start increasing your SEO clients.
Ideally, you want to prioritize people who need immediate legal help and are searching for that next step to take.
For example, if someone searches for “how do I file for bankruptcy,” or “how to file for a divorce,” they most likely are seeking legal representation as soon as possible.
On the other hand, people searching for “At what point should a small business file for bankruptcy?” and “How long does it take for a divorce settlement to process?” are most likley just looking to learn more about those types of claims. They could be seeking to prevent or prepare for such an event in the future, but may not be ready or in need of those services in the immediate future.
Since you may have limited resources, start with the actionable themes first.
Here are a few guidelines to keep in mind as you build out your content repository:
Make sure to avoid creating content that is a duplicate of another law firm’s article. Search engines will likely rank you lower if they sense you are duplicating content.
Do your own research and make sure to put your own spin on topics that you want to write about. Here are some ideas to get you started:
One of your goals should be to rank on search engines for the specific service you provide. Building out a base of content that directly addresses the types of legal claims you handle should be your first priority.
Let’s look at an example. If you’re licensed in Maryland and help small- and medium- sized businesses file for bankruptcy, you’d want to write an article that covers a variety of claims-related processes. Here are some example topics you might feature:
Write short, digestible articles and guides on as many of these distinct items as you can think of. This will give you a chance to target exactly the kinds of cases you are looking to take in.
After you’ve built out 5 to 10 pieces of content targeting your core services, start writing about the more informational topics. Keeping with the example of a Maryland bankruptcy attorney, write about bankruptcy-related statutes in Maryland, or how a business can know if they need to file for bankruptcy.
The possibilities are limitless, allowing you to target exactly the right kinds of clients your firm needs. Once you get started and have a few months’ worth of content under your belt, you’ll start to see the clients and fees rolling in.