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.

Responding to Positive or Negative Web Comments

Comment keyboard key. FingerBy Yvette Valencia

Comments on your web content are a sign you’re doing something right! Whether they’re good or bad, receiving comments on your blog is an indicator that people are finding, reading and being influenced by your posts. Because your readers are taking the time to comment on your content, you should return the favor by responding to their web comments.

Responding to Positive Comments Increases Client Dialogue

Everyone loves to get a personal thank you note after giving a gift. Consider comments gifts from your readers and your response a thank you note.

Even if somebody writes something short like, “Great info!” take the time to acknowledge the comment, especially if you don’t get a lot of comments. A simple, “Thank you!” could suffice for these short comments. If you get hundreds of comments, you might choose to write a single note to all the readers who commented thanking them for their kind words if you don’t have time to respond to each one.

When you get longer comments that go in depth about your content, take a bit more time to respond. If you get dozens of these longer comments, you might have to pick and choose which you respond to. But showing commenters that you read and respond to their thoughts will help promote a dialogue between the readers and your site. This, in turn, may foster a stronger relationship with your potential clients.

Responding to Negative Web Comments

While words will never hurt you, you should discourage outright harassment on your site, especially if it attacks your law firm or the clients your law firm serves. Sometimes negative comments come from clients using your blog as a public sounding board for issues with their cases. In these situations, it’s best to add a public follow-up comment briefly addressing their concerns while mentioning that you will be contacting them privately to discuss their issue further.

In other cases, you’ll get general harassment from non-clients just out to bother you. Always remember to keep calm and civil when responding to these negative comments. You don’t want to create the impression that a few negative comments from strangers can ruffle your feathers. Address their comment with respect. If the commenter took issue with something you wrote, calmly explain your reasoning.

The last thing you want to do when responding to negative web comments is encourage hecklers. Responding with animosity will only make the matter worse.

Never Turn Your Back on a Comment

Even spam comments deserve your attention. If your site is receiving too many spam comments (nonsensical words or ads for unrelated sites), talk to your webmaster about anti-spam measures. Fixing spam can be as easy as adding the Akismet plugin for WordPress-based sites or adding a Captcha or other human vs. robot check mechanism. Letting spam get out of control will hide relevant comments and can hinder discussion or engagement with your readers.

Remember that you can’t get quality comments unless you have quality content. Let We Do Web Content fill your blog and website with quality, engaging content that will inspire your readers to talk about and share your posts. Just fill out our contact form or call us at 888-521-3880 to inquire about all the services we offer to help grow your web traffic and boost your Internet presence.

Patience is a Virtue to Increase Website Traffic

wristwatchBy Yvette Valencia

 

If you’re hoping to increase website traffic and generate more leads, don’t hire a wizard.

What does that mean? Anyone who tells you that you can dramatically increase your web leads and boost your site traffic in less than three to six months has to either be a wizard or involved in black hat SEO.

The truth is, content success takes time and continuous effort. Great websites with thousands of hits per day didn’t get that way overnight. They gained their popularity through years of publishing great content.

The Secret to Increase Traffic to a Website

The secret is: there is no secret. There’s no magic formula, no tricks, and no amount of money you can pay to get solid leads and genuine increases in web traffic. There are still black hat SEO marketers who use unscrupulous techniques like link schemes and shady link networks to generate quick web traffic.

While it’s a quick trick to temporarily boost your traffic, what you’re paying for ultimately is a short-lived reign at the top followed by the risk of de-ranking by Google and a low chance of generating good leads.

The plain and simple truth is that truly successful websites and blogs generate leads and increase web traffic through quality content. Just like any publication, gaining traction on the Internet takes time. You have to find your niche and build a fan base, milestones that take time to reach. Spend that time crafting and curating a library of quality content designed to attract and capture potential leads.

Now, how do you set up your content marketing strategy for success?

The Content Saturation Index

Marcus Sheridan of The Sales Lion hit the nail on the head when he coined the term “Content Saturation Index” or CSI. The estimated time it takes a website to gain traffic and leads through a content marketing strategy depends on the content market you are entering.

In the legal content industry, you can break down the types of content into three levels.

  • Broad content that talks about the fundamentals of the industry (what a personal injury attorney does, the benefits of hiring a lawyer).
  • Narrow content that deals with the specifics of a type of law (how injury attorneys get paid, the differences between drug trafficking charges and drug possession charges).
  • Niche content that talks about information specific to your practice and geographic area (DUI laws in Pennsylvania, Texas divorce laws).

The speed of the success of your content marketing depends on the type of content you’re writing.

Content in the broad category is everywhere; it’s the most highly saturated category of content on the Internet. If you’re writing only at the broad level, increasing your traffic and generating more leads may be almost impossible without paying for clicks and leads.

Writing more in the narrow and niche levels gives your website a better chance to stand out from the crowd and rank faster for the key terms most closely associated with your practice. When you focus on saturating these less competitive levels with your quality content, you’re setting yourself up for a faster – but not overnight – track to content success.

Saturate Your Content

At We Do Web Content, our experienced team of writers, content managers, and editors know how to craft a content plan to safely and honestly improve your Internet presence. To get started, give us a call or fill out our contact form to speak with our sales manager about all of the services we offer to help grow your business through Internet and SEO marketing. Call 888-521-3880.

 

 

How to Effectively Respond to Website Comments

Comment keyboard key. FingerBy Yvette Valencia

Obtaining website comments about content on your site is a sign that you’re writing blogs and articles that make people take notice of what you have to say.

There are many types of web comments that could be submitted to your web content and each type should be handled differently. The one similarity is that comments should never be ignored; even writing a simple “thanks” can let readers know you’re paying attention to what they have to say.

Responding to Positive Comments

Positive comments, even brief ones that just state how much a reader liked your article, should be acknowledged and responded to in a timely manner. The purpose of web comments is to engage your readers in dialogue to show that you’re not an automated content farm. You’re a business that truly cares about what its customers or clients have to say.

In most cases, a simple “thanks for the comment!” will do as a response. But try to respond with something relevant and insightful once in a while, especially if a commenter took the time to leave a long and insightful comment. You can also use positive comments as an opportunity to find out what you’re doing right.

In your response try asking questions like these.

  • What part of the blog/article did you like the best or was most helpful?
  • Was there anything I didn’t talk about or explain that you’d like to see covered in a future blog post?
  • Is there anything I can do to help you with (topic of article)?
  • What other similar topics would you like to read about?

Your positive commenters can be a great source of inspiration for future article and blog topics if you take the time to respond and track their comments.

Responding to Negative Comments

The first thing worth mentioning about negative comments is that you should almost never delete them to hide them from your page. The only time you should do this is if they are full of inappropriate language or content. Otherwise, they should be handled just like positive comments by issuing a full and engaging response.

If the comment brings up a specific issue with your web content or company, address that issue as fully as appropriate in a public forum. If the comment is sensitive or personal in nature, ask the commenter to send you a private email or call your office to discuss his or her grievances.

Above all, be civil. Getting angry at rude or childish commenters will do nothing but harm your reputation. Responding with dignity and patience and asking what the problem is rather than yelling, is a much better response in the eyes of other readers.

Responding to Spam Comments

Believe it or not, you should respond to spam comments, just not on your actual site. If you’re using a platform such as WordPress to post your web content, you should install an anti-spam measure such as Akismet. If you do not manage your site, talk to your webmaster about automated spam controls.

If you manage spam manually, keep your comment queue clear by deleting spam comments every few days. If you receive a high volume of spam comments, you may want to implement a comment approval system where you must approve the comments before they appear on the site.

Comments on your web content are a great sign for site owners. It means that human readers are coming by and engaging with the content they’re offering. Google picks this up by tracking the time spent on pages and uses that as a ranking factor in the search results. If you have quality, relevant content that’s easy to read and gives readers something to talk about, you should be getting comments worth replying to!

At We Do Web Content, Inc. our goal is to provide our clients with the kind of quality content that inspires readers to share and comment. Just give us a call or fill out our contact form to learn about our content marketing services and ghostwriting options. Your comment sections will thank you! Call 888-521-3880.