Are you happy or can you improve your law firm website?
I’m not talking about a fancy redesign or putting a new-fangled gizmo on your home page, or [mixed metaphor alert!] - a legal silver bullet to blow other law firms’ websites out of the water.
No, one simple question: how hard is your website working to attract existing and potential clients to your law firm website?
Are you content with your content?
Content Paralysis of Law Firm Websites
For me, there are many law firms who must be very disappointed with their websites.
Many law firm websites are still stuck in medieval web times with little more than a fancy brochure website.
Other law firms who have updated their websites and now look reasonably attractive have no context and are devoid of great content.
Nor, is it a small law firm website problem. There are many large law firm websites with much room for improvement.
Many law firms to whom I speak are suffering from what I characterise as a content paralysis: inertia mixed with an almost biblical fear of upsetting clients or alienating potential clients who may happen upon their law firm website.
This content paralysis prevents great content (through helpful articles and blog posts) from reaching and delighting a whole legion of clients and potential clients whom you really should be caring about deeply.
A 5 Point Content Stress Test for Law Firm Websites
You should be asking yourself about the effectiveness of your law firm website.
To paraphrase will a client or potential client be able to answer simply “What’s in it for me?”
Here is a 5 Point Content Stress Test you can implement for your law firm website:
Are you comfortable that before you post content on your law firm website you know that it will be discovered easily by search engines?
Can you answer easily the question: To whom is this blog or article aimed?
Do you have a strategy to ensure your blog or articles are published so as to be accessed by the maximum number of clients and potential clients?
Can you honestly say that your particular content has sufficient power to ensure further action?
Are you able to track measure and follow up the leads you have created?
Inbound Marketing for Law Firms and the Jigsaw Puzzle
Solicitors’ Online Success (my new brand name, by the way) is like a jigsaw puzzle.
No matter how easy or difficult the puzzle, you cannot complete it without all the pieces.
For Solicitors’ Online Success you need the following pieces to complete the puzzle:
A fully functioning law firm website
A blog or blogs
Search Engine Optimisation (SEO)
Calls to Action
Continually testing of what works and doesn’t work
Mobile capability for smart phones and tablets
Your inbound marketing goal as a law firm will be to assemble the jigsaw in a way that seamlessly interlocks and compliments all the pieces.
Pieces that cannot stand on their own will make perfect sense when put all together.
Law Firm Inbound Marketing Myopia
Many of the law firms whom I have helped “get” this overall strategy. Other law firms to whom I’ve spoken suffer from an inbound marketing myopia and want to concentrate on one piece of the jigsaw puzzle to the exclusion of all others.
Some law firms still need to run a committee over any piece of content before it is “worthy” enough for publication.
A further example of this inbound marketing myopia is SEO and nothing but the SEO: my hunch the partner or director responsible for the law firm website has been charmed by SEO “snake oil” salesmen casting wicked spells promising the elixir of “your law firm getting to #1 on Google”
But, enough, what’s in it for me?
What Could Your Law Firm Achieve an Effective Content Strategy?
If your whistles have been well and truly whetted, you will see the rhetorical nature of that question: Quod Erat Demonstrandum.
If you would like to get help with creating great legal content for your law firm website I’d be delighted to coach you, mentor (and cajole if needs be) inspire and teach you all I know about content creation and blogging for your law firm.
It will set you up nicely on your path towards a total inbound marketing strategy for your law firm.
Now you have to be content with that!