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LawLytics

Phone: (800) 713- 0161

Email: info@LawLytics.com

Website: www.LawLytics.com

CREATING COMPELLING CONTENT FOR YOUR BUSINESS LAW FIRM WEBSITE

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PRESENTERS

Victoria BluteDirector of Education

Danielle ReesDirector of Strategy

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CONTENT MARKETING

● What is it?

● Why does it matter?

● Why is it more effective than other online marketing strategies?

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ELEMENTS OF HIGH-QUALITY CONTENT● Authority

○ With search engines

○ With potential clients

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ELEMENTS OF HIGH-QUALITY CONTENT● What tone/voice should business attorneys use?

○ POV: First, second, third?

○ Choosing the right POV

■ “I will take care of you,” vs “We will take care of you…”

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ELEMENTS OF HIGH-QUALITY CONTENT● Audience-appropriate language

○ Your potential clients’ background

○ When to avoid legal jargon

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ELEMENTS OF HIGH-QUALITY CONTENT● UI/UX concerns

○ Headers

○ Readability

○ Navigation

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CREATING HIGH-QUALITY CONTENT

Business law substantive pages

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CREATING HIGH-QUALITY CONTENT

● Blogging

○ Blogs vs substantive pages

○ Linking to a substantive page

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CREATING HIGH-QUALITY CONTENT

● Local pages

○ What are local pages?

○ What aren’t local pages?

■ Keyword stuffing

■ Find and replace

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GROWING YOUR BUSINESS LAW WEBSITE

● Adding substantive pages

● Blogging

● Building up options

○ Audio/video

○ Written content always comes first

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CONTENT MARKETING & TIME

● How long for content marketing efforts to pay off?

○ Affected by:

■ Quality & quantity

■ Uniqueness

■ Market competition

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COMMODITIZATION OF BUSINESS LAW

● Brand loyalty

● Price sensitivity

● Leveling the playing field

● Removing geographic boundaries

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BUSINESS LAW STUMBLING BLOCKS

● Where do business attorneys get stuck?

● Special issues:

○ Referrals

○ Fear of “giving away” information

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THANK YOU

Web: www.LawLytics.com

Phone: (800) 713-0161

Email: info@lawlytics.com