Content Marketing - The Best Way to Grow Your Firm’s Long Term Caseload
Barr & Young is a respected trust and estate litigation firm with a rich history. However, they faced challenges in competing with other law firms online, which negatively impacted their caseload.
To address this, the firm invested in creating a wealth of valuable content based on a well-researched content strategy. Simultaneously, they made significant technical enhancements to their website.
As a result, they experienced a remarkable 934% increase in organic search traffic (SEMRush). Additionally, qualified lead flow surged by 651% (6.5x). With this boost in revenue, they successfully expanded their team from 2 to 7 attorneys in less than two years.
Here’s Why Content Marketing is a Cost-Effective Goldmine for Attorneys
Content marketing is an excellent investment for attorneys who aim to generate revenue from their websites. By keeping their website active with fresh content relevant to core practice areas, law firms are able to achieve first page search results and drive valuable traffic to their digital doorstep.
Before Clients Consult Attorneys, They Consult Google
Undergoing legal consultations can be an intimidating task for anyone considering legal representation, which is why the vast majority of people will turn to Google to ask a question about their circumstances before calling and scheduling a consultation. This initial query is the perfect opportunity for law firms and attorneys to get in front of the searcher with valuable, optimized content that is relevant to their search. By doing so, law firms can ensure that a potential client calls them ahead of their competition.
Relevant Content Optimization Boosts Visibility for Terms Relevant to Your Practice Area
The first page of Google accounts for 71% of all web traffic (Moz). Let that sink in - only 29% of people even visit the second page for their specific search query. So, it’s imperative for law firms to achieve first page search results for terms that are relevant to their core practice areas. Without being on the first page, law firms and attorneys are missing out on millions in potential caseload.
By investing in a content strategy optimized to their core practice areas, law firms and attorneys can climb search result pages and get to page one.
But without a content strategy in place, attorneys will never achieve first page results.
Paid Ads for Law Firms are Risky and Expensive
The average conversion rate for paid search ads is 2.35% (Hubspot 2024). That means that if 100 people click on your paid ad, only 2 of those people will convert and maybe become clients. The most expensive paid search term on the entire internet is motorcycle injury attorney ($210), and the 25th most expensive term is injury lawyer ($100), making the average cost of these expensive terms $155.
So, 100 clicks X $155 = $15,500 for 2 conversions who may or may not have legitimate cases.
$15,500 for 2 cases that may or may not be very strong is incredibly expensive, wasteful, and frankly, risky.
Because of the uneven math, paid search is just an unreliable strategy for most attorneys.
Content Marketing is an Ongoing Lead Generator, Not a One-Off Shot in the Dark
The great thing about content marketing is that it is an ongoing strategy that increases the overall visibility of a law firm’s website, making it a large content hub that attracts more and more visitors over time. This is a massive contrast to a paid search advertising campaign which is finished as soon as the pre-purchased clicks have been exhausted.
This makes content marketing a long term strategy that will boost website visibility and attract more visitors for as long as the website remains active with relevant content. This ultimately provides greater ROI, and more qualified leads than a paid search strategy.
Vinci Digital: Boosting Qualified Leads for Attorneys
Vinci Digital is the top content marketing service for attorneys, focused on generating more qualified leads and creating a functional website that generates revenue for years to come. We work with our clients to create impactful content strategies that enhance website visibility and drives meaningful conversions. Vinci Digital helps law firms stand out and build trust with local visitors with valuable, relevant content, thus helping attorneys attract more clients and strengthen their presence within their core practice areas.