Content Strategy for Small Law Firms: Crafting In-Depth Guides to Attract Niche Clients

Business

It’s easy to find a bunch of articles on the topic of content marketing or planning the right type of content for law firms and lawyers. They all focus on the same generic advice like crafting compelling content. What is compelling content? What makes compelling content? How do you design a creative, shoot a video clip, or write a compelling text post? And most importantly, how do you do that 10-15 times a month, every month?

Well, today we’re going to talk about a more narrowed-down and practical approach. In this, we’re going to look at the winning content strategy of creating in-depth guides.

What is an In-Depth Guide? How Can It Help?

Do a single Google search for a common query like “weight loss diet,” “website SEO,” or “startup funding” and add a “guide” after it—You’ll get tons of hits on comprehensive and definitive guides. Not all of them are good. In fact, over a third are more likely to be regurgitated spam that plagiarizes other sources.

But it’s not impossible to find a highly valuable, laser-targeted guide that’s loaded with practical information coming directly from an expert. This is what we will create to grow your law firm.

The recipe includes:

• Comprehensive coverage of a few pain points, problems, or popular queries.
• A FAQs section.
• Text that’s clear and sounds as if coming from an expert, not Wikipedia.
• Plenty of examples and visual aids (more on this later).

You’ll create multiple guides because we don’t know what you’ll do best and also what your audience will find the most useful. Over time, however, you’ll understand what kind of guidance is working the best and you can either flesh those out or supplement them with additional guides.

Now, let’s see how these in-depth guides will help.

First of all, these guides are in demand and shareable. Once visitors start downloading your resource or reading your article (depending on which format you make your guide in), Google will quickly understand the kind of topical authority that you have.

Helpful content doesn’t need a lot of marketing to get pushed organically. And as long as you follow all the steps here, you will make a super enriching resource that will be very useful and highly sharable.

It will bring leads and ultimately, business. Guides like these will also position your law firm as a professional, referrable source improving your website’s SEO over time and bringing in even more organic traffic to your pages.

Ultimately, these in-depth guides will genuinely help people but there will always be the requirement of professional help. It’s a given in the legal field—Nobody can go about negotiating an insurance company or filing a property damage claim without the help of a lawyer. And who do you think they will contact? You.

That’s why your guide should have plenty of case studies of how your law firm helped clients achieve success. It will also include smartly placed calls-to-action or CTAs. To have even more impact, make it super easy for visitors to contact you. The best way is to add a Free Consultation button somewhere, ask for an email address through a contact form, or just give them the option to directly call you. 

The Keyword is “Free”

Throughout the text you create, you have to think of your job as a means to help the most people as much as possible in as little time as possible. You’re basically giving away a free legal consulting service. That’s the end of it. Don’t create content with the sole aim of making a sales funnel or promoting your service or qualities.

It’s a free resource and that’s it. Every in-depth guide you create should have a problem that it identifies and most importantly, one that it solves within its body. There’s no need to do another Google search or ask you for anything else.

People will naturally reach out to you if your resource is valuable and with the high number of visitors that will be reading your guide, the conversion rate will be quite high so there’s nothing to worry about.

Structure

Now, let’s talk about the structure. A crucial part of law firm strategic planning is to create valuable resources that are easy to digest and scan. Not everyone should need to read long passages just to understand a simple point. That’s why the structure is very important.

• Break down complex legal concepts into digestible sections with clear headings and subheadings.
• Provide a table of contents for everything that will be discussed.
• A well-written introduction should acquaint the reader with the problem at hand and how we’re going to solve it. It also helps to tell the reader what they can expect by the end of the guide.
• Employ a logical flow that guides readers through the subject matter.

Visual Aid & Examples

Check any sample business plan for law firm and you’re bound to find plenty of significance placed on examples, case studies, testimonials, infographics, etc. Whether or not you know how to start a law firm, we’re sure you know about the importance of visual help.

Visual aids, examples, graphs, charts, etc. make the content of your guide remarkably better to consume. They retain readers for longer and help them understand things better.

Make sure there’s plenty of all this otherwise, it’s not going to work. Guides that rely fully on text and a few stock images here and there are not good guides. Every visual aid should be fitted suitably and play a role.

Wrapping Up

Hopefully, our advice on this approach will bring you the results in the short span of a few weeks. Follow all steps carefully and aim to provide as much value as possible.

And remember—If you can’t create such valuable content on your own, you can always get the help of a marketing agency specializing in law firms like Grow law firm.

Content Strategy for Small Law Firms: Crafting In-Depth Guides to Attract Niche Clients