Content is King for Attorneys Wanting Website Revenue
All of the most expensive paid search terms are related to marketing attorneys. This makes it impossible for small and mid-sized firms to succeed with a paid search strategy. The best way for attorneys to generate more qualified leads is by leveraging a local search engine marketing (SEM) strategy which prioritizes optimizing their website with ongoing content.
The Math Behind Paid Search Doesn’t Work for Mid-Sized Law Firms
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.
For Attorneys, Content Marketing is Key for Driving More Qualified Leads
Content Marketing Drives Leads and Awareness
Including an active blog on your website will increase your rankings in search engines by 434% - Hubspot
Content Marketing will Increase Your Case Count
60% of marketers reported increased sales and revenue in 2024 as a direct result of content marketing - SEMRush
Content Marketing is Cost-Effective
Content marketing generates 3x the amount of leads as outbound marketing and costs 62% less - Hubspot
Content Marketing will Boost Your Firm’s Trust and Credibility
82% of customers feel more positive about a business after reading their custom content - Demand Metric
Vinci Digital: Strategic Content Marketing for Attorneys
Vinci Digital is the leading content marketing service for attorneys, driving more qualified leads with high-impact content that boosts website visibility and drives more conversions and cases. By utilizing effective blog strategies and ongoing website optimization, Vinci Digital increases law firm’s visibility and builds lasting trust with local website visitors. Vinci Digital helps attorneys attract more clients and build trust in their local communities.