Targeted content is the key to attracting the cases you want. It positions you as an expert and pulls in clients looking for the best in the field. Here’s the thing, though: There’s a right and a wrong way to create targeted content. Choose the right way, and your dream clients will come knocking. Choose the wrong way, and they’ll leave your website feeling bored or confused.
So, what’s the trick? In our experience, the right strategy is keeping your content simple. Just because you want to look like an expert doesn’t mean your content needs to be expert level by your standards. The average Joe’s opinion of expert legal content isn’t the same as yours or another lawyer’s.
If Joe is in the market for an estate planning lawyer, for example, he won’t be interested in reading about the intricacies of Spousal Lifetime Access Trusts. A hyperspecific article full of legalese will be a turnoff. Trust us, he’d rather read a simple blog like, “3 Quick Tips for Creating a Will: Millionaire’s Edition.”
Keeping your content simple will make it more effective and save you time and effort. Here are a few things to keep in mind when you sit down to write:
- Go for generic topics within your practice areas. If you get too specific, your article won’t be relevant to most readers, so opt for a 10,000-foot view.
- Leave out the legal jargon. It might make you look smart, but your readers won’t get it.
- Include practical advice. This will make your content worth reading.
- Make it scannable. Most people won’t read an article all the way through, so include elements like bullets and subheadings for maximum impact.
That’s it! These tricks work on leads, and they even work on other lawyers and referral sources. Just having targeted content puts you ahead of the pack, builds your reputation, and establishes your expertise. It shows your strategic partners that you’re serious about what you do.
Other than repetition, keeping it simple is our best time-saving content tip. Now, put it into practice and see if you agree!
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