Questions to Ask for Your Lawyer SEO Marketing 

Do you put a lot into your lawyer SEO marketing yet only receive little ROI? Does it feel as if you spend copious amounts of time writing, creating, filming, editing, and posting, and not so much time bringing in new clients? Lawyer SEO marketing can be a grind. It’s constant. It doesn’t stop. Your competitors are always working hard so you have to do the same. We have helped many lawyers to stand out from the rest in a variety of ways. 

Below are some questions I ask myself before I create content for my lawyer clients. Sometimes, I ask myself these questions before I begin writing or even begin outlining. Other times, I’ll ask these questions (or some version of them) after I have a draft. They can serve as a kind of quality control. 

That’s not to say that your content will be flawless if you’re able to answer these questions. But, if you do answer them in your work, you’ll always have a chance to be able to connect to your potential clients, to be able to grow. 

Does the Client Get Something From This? 

Another way to phrase this question: “why am I creating this?” Remember: the answer can’t be “to get more clients,” “to do better in SEO,” or something like that. Sure, that may be the reason you sat down to write/create/etc. But, (and this is crucial) that can’t be the takeaway anyone has from consuming the content itself. 

Everything you create, whether it’s a several thousand word long service page or a short post on X, has to provide value. Someone has to be able to get something from it. Maybe they learn something. Perhaps they’re entertained. Maybe they’re put at ease. But, there always has to be something that they can derive from what you have created. 

If you’re a personal injury attorney, let people know what the insurance company might try to do to them. If you’re a bankruptcy attorney, you can shed light on any of the many incorrect assumptions a layperson may have about the process. You get the idea. Just posting a picture of yourself in a suit with a phone number isn’t enough. Provide value in all things. 

Does It Meet the User’s Needs? 

Different users consume your content for different reasons. Not everyone who comes to your site is going to be looking to schedule a free case evaluation with an attorney right now. In fact, a majority probably won’t. That doesn’t mean that they’ll never do so, rather, it just means that’s not what they’re looking for right at this moment. So, to be prepared, you’re going to want multiple kinds of content that speaks to different needs.

Those Looking to Learn More

Many who consume an attorney’s information online are just trying to learn. They don’t want to sign with anyone. Perhaps they’ve been struggling financially and just want to know more about bankruptcy. Maybe they or a loved one are thinking about immigrating to the United States and wish to know more about the laws. Does your site have content that can help them? 

If all of your content says “sign with us now now now” and nothing else, you very well may miss out on these users. Of course, as you’ve no doubt already put together, these users who only seek information often, in time, seek attorneys. If they came to your site to learn more about the law and learned something, then they’re all the more likely to come back when they need an attorney. 

Those Looking for an Attorney 

There are plenty of others who want to go with an attorney right now.  They are on the hunt for an attorney that can win their case. They want someone they can trust, someone who can do the work. You don’t want to just be informative, only providing information. Make sure that you have content which showcases your expertise, your authority, and that you can be trusted. 

If the last part of the previous sentence sounds vaguely familiar, there’s a reason for that. That’s what Google looks for when ranking attorneys in SEO. Remember, “attorneys” of all kinds come under the heading, to Google, of “Your Money Your Life.” That means there’s a higher, more particular standard in terms of content. 

Google determines rankings, significantly, in terms of their acronym “EAT,” “expertise,” “authority,” and “trustworthiness.” You want to show Google that you are an expert, an authority in your field who can be trusted. Of course, when you show Google, you’ll show prospective clients, too. 

Does This Show Me How I Want to Be Seen? 

On that same subject, make sure that your content showcases you and your firm in your best light. This is true whether it’s written content, social media, videos, podcasts, and the like. As a content creator myself, I’m always amazed by how, frankly, bad many attorneys are at this. 

Videos where someone stutters. Poorly lit lawyers mumbling catch phrases into their phones at odd angles. Grammar mistakes in legal documentation, misspellings, and the like – I’ve seen it all. How on Earth is someone to entrust an attorney with their case if the attorney is unable to properly spell check? 

Everything that is “you” online, whether it’s your site, your social media, your pages, your content, and everything else, must showcase you in the best light. People do their research before signing. You want what they find to make a positive impression. 

Lawyer SEO Marketing and Beyond 

As you may have realized if you’ve read to this point, all of this advice applies to more than just attorneys. Really, I do this for all of the content I create for all of my clients, across any number of industries. That said, it definitely pertains to attorneys. Really, our whole team has helped so many attorneys to grow. With our web designers, SEO experts, paid ads professionals, social media team, and more, we can help you and your firm, too. 

Schedule a free consultation with us through our site or by calling.