Is your law firm’s website not getting enough traffic than you hoped it would? Perhaps you’re struggling with creating content for your website that will help increase your website’s traffic. We’ve seen a lot of bankruptcy lawyers have a hard time coming up with good content that will market their firm. At the same time, we’ve also seen lawyers that put in too much content that may be incomprehensible to their target audience.
So what really makes your content unappealing to your audience? We give you the five common mistakes lawyers have in creating their own website content:
- Using Too Much Jargon
We understand that there are law terms that must be added to your content, so you can get your point across. However, when you do, make sure to explain it in a way that would be understandable to even a tenth grader. Your target audience needs to know what you’re talking about, so they can understand your message and your service better. Having too much jargon will take them away from your message, and make them go to a competitor’s website wherein they understand the language a lot better.
If you want to check the readability of your written content, you can always check readability tests online to see if your content can easily be understood by your audience that does not practice law.
- Not Being Relatable
Here’s the thing, if you simply give them the facts without relating to them, you’re not going to compel them to work with you. Studies show that consumers tend to make decisions based on emotion first before information. Statistics show that advertising campaigns that touch the heart of the consumers perform significantly better than those that do not. Hence, you can see a lot of marketing campaigns do their best to relate to their target audience anyway they can by appealing to their emotions.
So how do you get them to relate to your law firm?
- Determine what kind of situation they could be in to search for a lawyer. What could be their problem? Are they in debt? Are they experiencing identity theft?
- Talk about their experience in depth. What could be the cause? Are there going to be negative effects if they don’t try to solve it right away? Are there any problems with the simple solutions they can think of?
- Explain how you can help them resolve this conflict. Be the hero of their situation. How can you help them with their ordeal? What experience do you have in solving these situations? What are the benefits of having a lawyer help them?
This is your customer’s journey, and you have to make sure you guide them through it.
- Don’t Have a Clear Call-to-Action
Now that you’ve crafted content that will take your target audience on their customer journey, what happens next? You need a call to action. It needs to be clear, concise, and doable. Something as simple as “Call Us” or “Buy Now” is as good as any call to action.
This is the final destination of your customer journey. So once you’ve pleaded a very compelling case, you simply have to make it clear what they should do next after consuming all the information they’ve been exposed to.
- Not Having Testimonials to Back Up Your Claims
Your client testimonials are your evidence of being good at what you do. If your target audience is the jury, you need to convince them that you can be the solution to solve all their problems by having the experience of successfully helping others. You can do all of this by asking some of your former clients to provide testimonials on your website. This could be through written reviews or you can record their testimonials on video.
According to statistics, 92% of customers read online reviews before buying. Another said that 72% of consumers say positive testimonials influence their trust in a business. This means a lot of consumers still rely on word of mouth through reviews to make purchasing decisions. That’s why don’t forget to put these valuable pieces of evidence on your website.
- Creating Written Content That Does Not Cater to Search Engine Optimization (SEO)
If you started out creating your own website, perhaps you have not considered making your content SEO-friendly. However, you need to consider different aspects of SEO that need to be incorporated in your content, so it becomes visible on search engines. This includes keywords, link building, and more. However, you also need to learn about good SEO practices, so you don’t stuff keywords on every sentence and ultimately compromising your message.
- Only Relying on Written Content
Content is not just about writing. There are different forms of content, like videos, podcasts, and pictures. You need to maximize all sorts of content to inform your audience on your website. Some of your audience is not the type that likes reading, so why not have a video that explains your services? You can use even images that are related to your services and are visually appealing to them as well.
However, don’t overdo the images, text, and videos. Make sure you do it in such a way that’s well thought out, so it does not cause information overload on your target audience.
Have you committed these content mistakes on your law firm’s website? It’s not too late to compose a new one that will appeal to your target audience and improve your online visibility in search engines.
Don’t have the time to do all of this yourself? Get the help of our professionals at Binary Ideas today.
Our Team at Binary Ideas Can Create Relatable, SEO-Friendly, and Effective Content for Your Law Firm’s Website
Our web development team not only focuses on the layout of your website but it’s content as well. We have content writers, graphic designers, and video editors who can create high-quality content you can use for your law firm’s website.
We see to that that your content reflects the message you want to portray to your target audience, through graphics, videos, and written content. Our team works with you to ensure that our output is to your liking while still upholding the factors needed to create effective, SEO-friendly content.
Contact us today to know more about the services we offer.