Meet Legal Lennie Lyon.
Meet Legal Lennie. Legal Lennie has recently taken the jump from legal associate to a partner of his very own law firm. He specializes in personal injury but also offers workers’ compensation representation. Legal Lennie has partnered with a few of the people he went to law school with. Their firm has a website and a social media page but minimal engagement. Many of the referrals that the firm gets come from friends and family of the different partners.
Legal Lennie has reached out to us to evaluate the content of his website and to identify any areas of improvement.
Content in the legal industry can get tricky so it is important to do in-depth research into potential keywords and volume. Additionally, keywords and content need to be geared toward the different levels of the buying cycle.
These are a few of the things that we recommended to Legal Lennie:
- In-depth keyword research
- Optimized pages with locations and services offered
- Cross-share content to social media pages
- Updated blog with keywords
- Off-site technical changes
Choosing the Right Legal Topics
Content is important when it comes to marketing in the legal industry. Most of your potential clients will have very specific of questions when it comes to local laws.iMP A few of the most common personal injury questions include:
- How do I file a personal injury case?
- Who is responsible for my injuries?
- Do I have a workers’ compensation case?
- How long do I have to file a personal injury case?
- How much money will I receive for my injury?
- How much does it cost to file a personal injury case?
- What happens if I lose the case?
- How do I know if I have a personal injury case?
It can be a challenge to answer these questions without offering any legal consultation. Not only do you want to avoid giving any free information away but doing so can go against legal regulations.
Keeping Legal Client’s Engaged
Another challenge that lawyers face is earning the trust of their potential client’s while still creating content that is engaging and understandable. After you are in the legal industry for so many years, the terminology becomes a second language. However, it is important to keep in mind that readers are not as familiar with the language of the law.
After going through Lennie’s content, we were able to rephrase and reorganize existing content so that it is easier to read, understand, and engage with. Potential clients will use this information to decide whether or not they are ready to take action. By building trust before you ever consult with them, you already have one foot in the door.
Legal Content and Social Media
Cross-sharing content to social media can also be useful. Many law firms question whether or not they should be on social media because of low follower counts, likes, and engagements. However, social media is serving a different purpose in the legal industry:
- Social media increases the trust of potential clients who have already visited the website.
- Social media can be used to retarget ads.
- Social media is used to answer questions to client’s who are early in their decision-making process.
- Social media can be used to create a sense of community around a topic (divorce, injuries, auto accident, motorcycle accidents).
By redoing much of the content on Legal Lennie’s website and targeting keywords of the cities and services offered, we can expect to see an increase in relevant leads. We will continue to create useful content for Legal Lennie.