Why content marketing is crucial for generating legal leads

Done right, content marketing will drive real leads to your business.

“Content” is anything you write to communicate with potential clients, like blog posts, sales emails, social media posts, landing pages, videos, infographics, and more.

But is content really still king? We’d argue yes, especially for law firms.

Here’s how we do it.

Do lawyers really need content marketing? ✏️

Yes.

But first of all, what exactly do we mean by “content marketing?”

Any time you use any kind of content to achieve your law firm’s marketing goals, that’s content marketing. Powerful content is one of your greatest weapons to:

• Create search visibility
• Win new clients
• Keep old clients
• Get a different type of client
• Build your firm’s authority

The list goes on and on. And when you take a look at what’s really happening underneath the hood of any marketing campaign, you’ll see that content is doing a lot of the heavy lifting. For example…

PPC campaigns? They drive visitors to a landing page.

Organic search results? Google is serving visitors your pages and blog posts.

Email drip campaigns? All content.

Your marketing goals probably include securing traffic and leads, and we’re sending that traffic to content. Customers consume your content and become leads. Basically, content is part of the bridge between a visitor and a lead.

Content, the ace up your sleeve for attracting traffic 🚦

Google loves great content. If your site has great content, Google is going to love you, too.

It’s estimated that Google’s methodology for ranking websites is more than 50% based on content!

In the Wild West days of digital marketing, you didn’t have to try too hard with content. Simply having content was enough.

But those days are long gone. Nowadays, your content is part of a team that includes sound SEO and exceptional web design. Only firms nailing every piece of the marketing puzzle are achieving their full potential online.

Charismatic content gets you more love from Google. Better rankings = more visitors = more leads = more cases.

The more relevant pages and blog posts you build, the more opportunities you have to rank for the keywords that matter to your clients.

You can start to see how this “snowball effect” can impact your site.

That’s because Google also measures user engagement as part of its ranking algorithm. Essentially:

• We build your site to target car accident victims in Iowa
• Because your content is relevant, people spend longer on your site and fill out a form to contact you
• Google ranks your site even higher
• More people visit your site
• Profit

Part of our SEO strategy includes building relevant landing pages to target specific demographics. For example, you might be interested in motorcycle accident cases in specific Atlanta suburbs, but you’d like to target slip and fall injuries throughout all of Georgia.

To see this concept in action, check out the post you’re reading right now. It’s designed to convert ambitious law firms into our best marketing clients.

Content directly impacts leads 🧲

94% of people who fill out forms on websites say that quality content was a part of their decision.

Convincing someone to hand over the personal details through a form, or getting them to call you directly from your site takes an incredible amount of persuasion.

“Every word, paragraph and page must support your marketing goals. Whether you’re building authority or capturing leads, we build content with a purpose.”

Nick Bandy
Content Director @ Klicker

Since you can’t personally greet everyone who lands on your site, you must rely on your content to guide visitors through the early stages of your sales process.

Because the majority of potential clients will only contact ONE attorney, your content has to accomplish several goals in a short amount of time:

• Communicate authority
• Build trust
• Eliminate doubt
• Promise value

At the end of the day, your content has to make it effortless for people to pick you. We do legal content marketing in a way that sets your firm apart from dozens of competitors, making you the clear and obvious choice in a sea of options.

Klicker gives you charismatic content ❤️

One of the reasons we’re so good at law firm marketing is because build content around your marketing goals, not vice versa.

Too many people think to themselves…

Well, I’m going to need a home page. An about page. Maybe 5 blog posts…

That’s putting the cart before the horse. We don’t start creating content until we’ve created a complete, actionable marketing plan for your firm.

“Hired Klicker with the goal of getting 50% more cases per year…had no idea we’d be looking at more than double the cases in less than 9 months. Digital marketing has become a huge competitive advantage for us.”

Bryan B.
Founder @ Blackwell Ruiz Law Firm

If your goal is to double overall leads and triple your number of medical malpractice cases, we build pages to achieve those goals.

Our team has produced hundreds of pieces for just about every legal niche under the sun. Let us take the burden of planning and writing powerful content off your shoulders—we’ll take care of the leads while you keep doing what you do best.

Get in touch with us right now and let’s figure out the best way to get you more traffic and leads online.