Why You Want Your Law Firm on Wikipedia (If You Can Get It There)

By Adam Rowan, Content Specialist at Page 1 Solutions

Copyright: <a href='http://www.123rf.com/profile_artemsam'>artemsam / 123RF Stock Photo</a>For many years, Wikipedia was seen as a dubious source of information. Its open-source model initially gave the impression that pages on the platform were riddled with questionable quality and unreliable research, especially among academic and professional circles.

However, few websites have so rigorously enforced quality standards, and Wikipedia is now recognized not only as a prominent, trustworthy brand but a go-to source for information on people, places, companies, and other entities. When you do an online search, relevant Wikipedia pages consistently rank on the first page of results.

Not just anything or anybody can qualify for inclusion on Wikipedia, and law firms are no exception. But if your firm has the extensive history and quality backlinks that are the hallmarks of any good Wikipedia article, there are several benefits your firm’s website can enjoy from being included among the nearly 5 million articles on The Free Encyclopedia.

Benefit #1: Search Authority

Wikipedia has a perfect 100 domain authority score, a metric developed by search engine optimization (SEO) company Moz to analyze and predict the performance of a given website in search results. This score means that pages from the domain are extremely likely to rank well in search.

If your firm is the subject of a Wikipedia article, make sure there is a link back to your website somewhere on the page. A backlink from such an authoritative domain like Wikipedia (even if marked “No Follow”) should enhance the authority of your own site, potentially increase your performance for target keyword terms against your competitors, and generate more website traffic.

Benefit #2: Consumer Legitimacy

As noted in a recent Inside Business article, only 10 percent of online consumers trust the advertising created by brands. More and more consumers are seeking out third-party sources, such as review sites, to arm themselves with what they perceive to be impartial information before choosing to engage with a brand.

Today, few websites enjoy greater objectivity in the eyes of consumers than Wikipedia. Though anyone can create an article, new articles are reviewed within days by moderators who can and will enforce Wikipedia’s guidelines for acceptable content. One of those guidelines is eschewing content that reads like an advertisement.

If your law firm is deemed noteworthy and the Wikipedia page provides verifiable information that isn’t written in a promotional fashion, the more likely it is that the article will stay online. The longer the article is online and the better written it is, the better your brand will look to clients seeking legal services.

Benefit #3: Potential Knowledge Graph Placement

Over the past few years, you’ve likely noticed that some of your searches on Google return not just the expected list of results but also informative, eye-catching graphic boxes displaying information and images relevant to your search. This is Google Knowledge Graph, a tool engineered by the search giant to deliver answers more immediately to users.

How is Google able to find and display this information in such a neat little package? The search engine crawls a number of reliable websites for digestible information, and one of the most reliable is Wikipedia.

A search for a big-name brand will likely return a Google Knowledge Graph result. But you don’t need to be a Fortune 500 company to show up on the Knowledge Graph. Your firm can also appear in these results.

First, as discussed recently by Search Engine Land, your firm will need to have an article on Wikipedia and be entered as an entity in Wikidata, a data knowledge base Google crawls to provide Knowledge Graph results. Then, by using structured data markup tagging on your site (see the article to learn how to do this), you tell Google that your website is the same as the entities identified on Wikipedia and Wikidata, thus increasing the likelihood that your firm will show up prominently as part of Knowledge Graph.

The information that shows up in a Google Knowledge Graph result is difficult to predict, and like anything in SEO there is no guarantee that the above process will work. But the increased visibility of your firm above and beyond traditional search results is another way to set yourself apart in the eyes of users in need of an attorney.

Here are a few examples of law firms and lawyers with Wikipedia pages:

At Page 1 Solutions, we regularly work with attorneys to identify the aspects that set their firm apart and use those strengths to build competitive Web marketing campaigns. If you’re struggling to find traction in search results, Page 1 Solutions can help! Call (800) 368-9910 to speak with one of our team members.

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Updating Your Law Firm’s Blog: Set a Schedule for Success

By Yvette Valencia

How often should I update a blog for my law firm’s website?

takvimWhether you’ve been practicing law for a few months or a few decades, most attorneys know that their busy schedules don’t make it easy to constantly update a blog for their law firm. The good news: that’s okay. There is no set standard for how often you should update a blog on your law firm’s website. But keeping a regular schedule can help you build your audience and drive traffic.

Sometimes Less Is More When It Comes to Blog Updates

How often you should blog depends mostly on two things: your time and your ideas.

Before you set yourself on a blogging schedule, take into consideration your own time constraints. If you know you can’t dedicate at least an hour to write a post a few times a week, try once a week, or every other week, or even once a month. It’s better to space out your posts rather than trying to meet a tight blogging deadline.

And if you don’t have a good topic to blog about, you could be sabotaging your blog by putting out boring, bland, or useless information. If you’re struggling to regularly come up with topics, a looser schedule with more time between posts can give you adequate time to create a topic or monitor relevant news that you can comment on.

Further, set yourself up for success by gathering “evergreen” topics. An “evergreen” topic is one that’s relevant no matter what time you write it. These are good topics when there’s no hot news in your field, ensuring you’ll always have something to write about when you need to blog.

If You Create a Blogging Schedule, Stick to It

One of the biggest advantages to blogging regularly is that Google and other search engines will take notice of your site’s regular updates. Google loves fresh information, which may benefit you in the search results.

Also keep in mind that blogging on a schedule creates expectations as you build an audience. Think about your favorite TV show like Game of Thrones. Fans have come to expect a new episode every week, and if the show’s creators couldn’t get an episode out for the week, the fans would riot.

While your law firm’s blog may not have the following of Game of Thrones, it can look just as bad if your readers expect a weekly blog and you fail to deliver.

Blogging Services Are Available for Those Who Don’t Have the Time

If you want to set up a regular posting schedule but know you don’t have the time or topics to support it, don’t fret. We Do Web Content can set up your law firm blog with a regular schedule that drives traffic to your website. To get started, reach out to us to speak with our sales manager about all of the content services we offer for law firms.

Is Your Law Firm Utilizing Inbound Marketing?

Copyright: <a href='http://www.123rf.com/profile_maxkabakov'>maxkabakov / 123RF Stock Photo</a>By Jenell Henning

The phrase ‘inbound marketing’ is becoming increasingly popular, and chances are that you have heard the term before especially when marketing professionals discuss it as a means to help supplement lead generation. However, why is inbound marketing so important, and how can it help your law firm generate real leads and cultivate real relationships?

What Is Inbound Marketing?

An inbound marketing strategy focuses on attracting prospects through a variety of marketing channels, like your website, SEO, blog articles, and email discussions, and then systematically provides relevant and helpful follow-up information to build credibility, rapport, and conversions.

With traditional marketing (outbound marketing), businesses focus on finding clients, often using unwelcome marketing techniques like cold calls and junk email/print mail. Instead of interrupting people with these invasive tactics, inbound marketing positions your law firm to be the solution to the answer that your ideal clients are seeking by speaking to their specific needs.

The heart of inbound marketing focuses on building awareness and creating valuable, educational content that pulls people toward your website where they can learn more about the solutions to their problem on their own time. Providing valuable content gives your prospective clients the guidance they need to develop trust and recognition in your firm, and ultimately helps convert them from a prospect to a paying client. Nowhere is trust more important than in the relationship that exists between an attorney and his/her client.

Why Your Firm Should Consider Inbound Marketing

If you are looking for an effective way to generate more clientele, then you should consider adopting inbound marketing techniques for the following reasons:

Inbound marketing increases lead generation:

Inbound marketing is a website-driven campaign that promotes strategic calls-to-action and useful consumer resources (e-books, checklists, “how-to” guides, etc.) that motivate visitors to provide their contact information. It gives visitors who are earlier in the buying cycle an opportunity to engage with your website and receive educational information through a series of highly targeted emails. Considering only about 5 percent of website visitors convert into a lead, this strategy targets the other 95 percent of visitors that your website doesn’t convert.

Inbound marketing has more robust data collection and segmenting:

Inbound marketing leverages automated data collection by programming every website contact form and download form to feed into your marketing database. It also segments your new leads and contacts into separate databases, including clients, service-specific leads, hot leads, low-commitment contacts, etc.

Inbound marketing utilizes marketing automation:

In addition to automated data collection, inbound marketing also sends automated yet highly-focused emails to segmented contacts. Prospective clients receive multiple follow-up resources to help move them through the buying cycle, rather than generic promotional materials. Some key statistics:

  • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months (Gartner Research).
  • Personalized emails improve click-through rates by 14% and conversion rates by 10% (Aberdeen Group).
  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads (The Annuitas Group).

In short, nothing will replace your need to continue to network and manage referral and client relationships, but inbound marketing can offer an easy, low-cost, high-ROI solution to generate more business for your law firm.

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Creating Seasonal Web Content for Your Law Firm

calendarBy Yvette Valencia

 

There’s more to “seasonal web content” than just following the calendar patterns of spring, summer, fall, and winter. There are many more seasons that matter to different businesses. CPAs, for example, perk up around tax season, while roofers and disaster repair specialists might see a pickup in web searches for their services around hurricane season.

Attorneys: Take a Look at Your Own Seasonal Observations

Seasons exist for attorneys as well. If you’ve been practicing for a while you should have started to notice trends in your caseload and the types of cases you get during certain times of the year. Understanding this information will help you craft the most relevant content for the season. For example, many family law attorneys find that January is a major month for divorce cases.

Personal Injury: Consider the Recreational Seasons

For personal injury attorneys, there’s never an “off season” where people don’t get injured in accidents. However, depending on where you practice, there are several “seasons” that can influence the types of accidents you see.

Injury attorneys in warm coastal areas like Florida and California may see patterns of decreases and increases relative to weather and tourist season in water-related accidents.

  • Boat crashes
  • Parasailing injuries
  • Defective water products like jet skis

Personal injury lawyers in rural areas may see an increase in hunting accidents during the various game seasons. Lawyers in or near large cities with high tourism may anticipate more accidents with lost or distracted drivers from out of town during certain seasons.

Keep in mind the major holidays to tailor content to those celebrations, like pedestrian safety for Halloween and decorating safety during the winter holidays. Another type of content to keep in mind during holidays is driving safety.

Every year AAA publishes heavy traffic warnings during major holiday weekends like Memorial Day Weekend, Labor Day Weekend, and 4th of July Weekend. These are all times when more people take road trips or drive while intoxicated from holiday parties.

Seasonal Calendars Can Help You Plan for Maximum Content Success

If you’re going to take advantage of content seasons to increase web traffic and lead gathering, do some pre-planning. At the start of every year make up a content calendar and highlight all of the different seasons that matter to your law practice. They don’t all have to be legal-related, either. If you have a charitable cause that’s near and dear to your heart like breast cancer awareness, highlight that in October during National Breast Cancer Awareness Month.

Planning seasonal content in advance allows you to ensure your content is written, proofread, and ready to post when the appropriate season comes up. Not only does this help you keep your content timely and current, it also ensures you’ll have something ready to post when you don’t have a regular article or blog to go up.

If you’re hitting a wall trying to come up with seasonal content, don’t fret! We Do Web Content has your back! Just fill out our contact form and we’ll be in touch to discuss your practice and what kind of content we can provide year-round to take advantage of the seasons and other hot topics in your area. Call us at 888-521-3880.

How to Get Clients with Your Legal Blog

college student using laptop computerBy Yvette Valencia

 

“How do I attract clients to my law firm?” Attorneys ask themselves – and others – that question all the time. The answer can be pretty lengthy. Here, we’ll discuss how to get clients as an attorney by using the content of your blog. The following three steps can help you establish authority to reach out to potential clients and then influence them to take action.

Achieve a Position of Authority

Blogs that develop a following do so because the author has established a position of authority or celebrity status. As an attorney, “celebrity” is probably not the niche you want. Acting as an authoritative source will serve you better.

Establishing authority begins with dispensing information. Spread your knowledge and expertise freely; don’t make people hunt or pay for content. One way to establish yourself as an authority is to write an eBook about your legal area of expertise and offer it as a free download.

If you’re not the book-writing type, develop a robust FAQ section on your website to answer the most common (and not so common) questions potential clients might have. If you have an AVVO profile (and you should) spread your knowledge by contributing to its Q&A section or posting articles to its legal library.

Learn What Your Clients Want and Deliver On It

The first steps of successful content conversion are to learn what your clients want and then give it to them. Sometimes a client will walk into your office knowing she is going to hire you to represent her. Others might know they have a legal issue but might not know if they should hire a lawyer.

It’s the same with your blog or article library. Some readers will be looking for general information about a legal topic. After reading your content, they may realize they should contact you for legal consultation. Others will come right to your website looking to set up a consultation with you.

Address both readers. Write general content about legal topics for readers not yet looking to hire you. And write content geared towards\ readers who know they need to hire a lawyer. But how do you know which topics to address?

Your own experience addressing clients’ concerns could help. Brainstorm some topics and questions you address a lot. Keyword research can also be valuable for learning what potential clients are searching for on the Internet. Tools like SEMRush can tell you how popular certain keywords are or tell you what keywords are associated with your site and competitor sites.

Make sure you have Google Analytics activated on your site as well; the queries tool can give you a lot of insight on what search queries bring the most users to your website.

Once you have some topic ideas generated, build up your blog with quality posts on those topics. Make sure you’re using blogging best practices.

  • Keep entries between 400 and 600 words
  • Use diverse keywords and synonyms
  • End with a strong call to action

Influence Readers to Take Action

A strong call to action is a statement near the end of a blog post that tells your reader exactly the action step needed to solve his or her problem. Your call to action might encourage the reader to contact your law firm. A less direct approach is to invite the reader to learn more by reading other posts on your blog or downloading your eBook.

If coming up with all this content seems daunting, don’t fret! We Do Web Content specializes in online marketing for lawyers and other professionals. We produce top quality, unique legal content for law firms across the nation. Just fill out our contact form and we’ll reach out to you to discuss a custom content plan to draw readers to your website and convert them into clients. You can also call us at 888-521-3880.