The legal industry is highly competitive. Clients seeking services can turn to global firms, smaller start-ups, or choose to create their own in-house department. In addition, the rise in freelance lawyers has allowed more complex work to be done at more competitive rates.
Law firms seeking to gain an edge in the market need to cultivate a credible and knowledgeable reputation. Well-researched pages can position a firm as an authority in its prospective niche.
Industries across the country have seen a digital shift since the start of the pandemic. Regardless of size, 74% of companies have moved most of their services online. Consequently;
Legal firms have not been immune to the shift. The pandemic forced many firms to pivot and adapt to new technology. Small firms and sole practitioners resistant to technology have been pushed to rapidly adopt services to stay in business.
According to market analysis, the most significant technological influences on legal services include:
Greater presence online and advancing technologies mean the legal market is anticipated to grow considerably over the next few years. The legal landscape is expected to increase at a rate of 4.4% each year from 2021 to 2028. Despite industry growth, remaining competitive remains an obstacle for most legal firms.
While innovative technology and increased demand for legal services will grow the industry as a whole, the digital shift has created new hurdles for individual firms to acquire clients. As a result, new strategies must be enacted.
According to a recent survey:
Most of the competition hindering law firms involves:
However, digital solutions are proving to be the answer law firms need to overcome competition hurdles. Most notably, high-quality content in the form of well-researched web pages.
To help individual firms acquire new clients, having a strong digital presence may be the most valuable tool. According to data released by Google:
Firms looking to effectively compete will need to utilize the following three strategies for success:
Well-researched webpages provide greater SEO results, creates a conversation across social media platforms, and increases brand awareness by becoming a knowledgeable authority:
Pages are then prioritized by the quality of content, ensuring that they act as a resource for “authoritativeness and trustworthiness on a given topic.” Only well-researched pages will pass Google’s extensive algorithm sets and standard of quality.
Well-written and researched pages will connect with an audience and lead to increased shares, comments, and tags. Also, links back to a firm’s website help increase the chances of a prospect becoming a client.
High-quality pages build brand awareness and encourage more prospects to visit a firm’s site and take action. However, it is equally as important to provide fresh, continuous content that is well-researched.
Filling a legal firm’s web pages with informative, credible, and quality content is the key to thriving in a digitally competitive legal landscape.
Becoming an attorney is an extensive process that takes years of studying and interning to pass one of the most formidable exams in the country. However, that specialized knowledge does not always translate well when tackling aspects of marketing.
For example, suppose an attorney has years of experience in personal injury law. If asked to create web content, an attorney may:
However, hiring a professional content writer will produce the SEO results and site visitors needed to build clientele. Well-researched pages and high-quality writing is a talent. Professional writers know the value of consistent content creation with facts backed by credible sources.
At Cross Country Creative, we provide our clients with accelerated growth and market exclusivity by utilizing the effectiveness of well-researched pages. A consultation with a marketing strategist can better tailor a program for your needs.
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