How to Update Your Law Firm Website to Improve Engagement – A Brief Guide
As a lawyer, marketing is the medium through which you connect with potential clients who are in need of your services. You might already have a working digital marketing strategy in place. However, it wouldn’t hurt if you were to get to know about other tips that you can smoothly integrate into your existing digital marketing strategy or even a new marketing strategy to improve engagement and more clients.
Read on to learn more.
Replace Written Content with Video Content
You might be unaware that if your law firm website has videos on its landing page, it can actually boost the number of signups. Not only that but emails that have videos attached also have a higher CTR compared to websites that don’t have videos. Essentially, video content helps potential clients and users understand services and products better than written content.
On that note, it wouldn’t be wrong to state that videos are an attractive marketing method, which is why you should shift your focus away from text-heavy blogs. Of course, this aspect doesn’t indicate that blogs don’t have a place in the digital marketing strategy – but – there are law-related topics that aren’t always exciting to read.
For those topics, you can create video content as a better and more engaging way to interact with your target audience.
Video Content is More Engaging
Video content can actually create the same content that blogs do – however – you will be essentially providing your audience with a way to watch and listen to your content instead of reading plain and boring text. So, video content will help retain the attention of your target audience as well as retain their time on your website.
The Ideal Place for Video Content
Now that you know why and how video content is more engaging compared to written content, you might be wondering where exactly you will be using your video content. Generally, your website and emails are a great place to use video. You can also use videos in your social media posts. For instance, YouTube is an immensely popular platform for business owners to post videos, so why not? After all, YouTube is the second most popular website, right after Google.
Also, a majority of people prefer watching online videos to watching television.
What Is the Best Strategy for Video Content?
The best thing about video content is that you can break videos into snippets and micro-content. Subsequently, you have the option of using short snippets from the videos or the entire video – depending on the length as well as your marketing efforts.
Speaking of marketing efforts, if you are occupied with a lot of things and don’t really have the time to think about marketing strategies, you can hire a team of professional marketing experts, such as the GAVL Marketing team, and leverage their services to create high-quality content for your law website and boost website traffic, which in turn will boost ROI.
Why is Video Content More Effective?
The effectiveness of video content stems from the fact that video will boost your brand engagement. The more engaged your potential clients will be – the higher the chances that they will select your services and not your competitors. Moreover, videos are a great way to move potential clients through your sales funnel.
How, you might ask? Well, here is the thing: All you need to do is to provide a clear call-to-action in your video, such as “had to our website now to claim a free consultation,” and then provide your audience a link to your law firm’s website.
How can Video Content Boost Your SEO?
As you already know, SEO improves the quantity and the quality of your website traffic by making your website rank higher in SERPs. One of the key elements that determine your SEO ranking is the time that users spend on your website, as well as the bounce rate. Understandably, you will want to increase the time that your potential client spends on your site and decrease the bounce rate.
Publishing high-quality video content is an incredible way to do this. With videos, you can drastically increase the time that potential clients spend on your website. The more informative and valuable your videos are, the less likely potential clients are to leave your website – even after they have watched your video.
How to Select Topics for Your Video Content?
Now that we know the importance of high-quality video content and why you should replace your text content with video content to boost website engagement and get more traffic, you might be wondering about how to choose topics for your video content.
When it comes to content, you must keep in mind your viewers or your target audience, which is why you must create content around your clients and not so much on your achievements or prizes. This aspect applies to your blogs, too. By creating high-quality video and blog content, you will boost your website traffic.
As a law firm, you must have a team of talented attorneys – however – your potential clients won’t really care about what your attorneys have achieved in the past. They will be interested in knowing how your team of attorneys will help them win their cases. So, the main focus of your content shouldn’t be your attorney’s achievements and awards – though you might want to showcase that in some way.
Look At Your Ideal Customer and Their Needs
You might already know who your ideal client is. For instance, if you are a personal injury lawyer, you know that your ideal client is someone who has been in an accident and is now seeking compensation for injuries and damages.
Think from the perspective of your ideal client and answer their questions in your content. The key is to create high-quality, audience-focused content to establish credibility with your target audience or ideal customers. This is also a great way to beat your competition. Speaking of website content, make sure that you regularly update your website content, as no one will be interested in reading outdated content.
