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BUSINESS LAW FIRM WEBSITE CONTENT FOR YOUR …...1 LawLytics Phone: (800) 713- 0161 Email:...
Transcript of BUSINESS LAW FIRM WEBSITE CONTENT FOR YOUR …...1 LawLytics Phone: (800) 713- 0161 Email:...
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LawLytics
Phone: (800) 713- 0161
Email: [email protected]
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