By now, everyone has likely heard of the social media platform TikTok. This app exploded in popularity at the beginning of the COVID-19 pandemic because many people were looking for distractions from the chaos around them. Even if you hadn’t heard of TikTok before the pandemic, you may have seen that the president tried to have the app banned from the United States altogether (only after TikTokers thwarted his attempt at holding a giant rally in the middle of the pandemic).
I mention TikTok because the videos that users post are capped at one minute, though most videos are much less than the full 60 seconds. Most of us, including readers who come to your law firm’s website, are looking to get information quickly and in a clear manner. In other words, your practice area pages and blog posts have to capture a prospective client’s attention, engage them, and close the deal – all relatively quickly.
Image owned by TikTok
We’re in a TikTok world, just along for the ride
How often do you click on an attorney’s page and see long explanations of laws, dense paragraphs, and no end in sight?
I do. All the time. In fact, one of my jobs is going in and tearing those types of pages to shreds crafting an excellent, client-focused page. I have to think like your prospective clients:
Why are they on your page in the first place?
What is the information they need immediately?
Do they know how crucial your help will be for their issue?
Can they see how to contact you?
All of your law firm website’s content matters
When you are creating each page on your law firm’s website, you need to keep your prospective clients in mind. All of your pages matter, including:
Every page can capture and engage your readers, even if the topic is relatively boring. What may seem boring to most people may be the one thing your client needs help with. Every page also has to engage your readers while keeping SEO in mind. You can easily write a short and engaging post that includes the seamless integration of keyword phrases, your law firm name, and geographic terms.
TikTokify your law firm posts
In keeping with the nature of the post, I’ll wrap this up quickly. At Blue Seven Content, we understand that each law firm’s needs are different. Your potential client-bases are different and have varying levels of income and education. Our team will use socioeconomic and geographic-specific information to craft brilliant, compact, and readable content for your law firm website. Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.
Written by Allen Watson – CEO and Co-Founder of Blue Seven Content
Law firms are successful because of their clients. Gaining clients often depends on your website, particularly your landing pages, your law firm practice area pages, and your blog posts. However, in order to truly target the desired clients in your law firm’s location, you need to dig into specific types of demographic and socioeconomic data. I want to talk about how you can use Census data to really understand your prospective clients so you can take your practice area pages, blog posts, and your firm to a deeper level.
From Education to Law, Data is Crucial For Your Law Firm Marketing Strategy
For the most part, the law firms that I work with have regular, everyday people as their clients. That’s a good thing. The general public needs good attorneys. The vast majority of people in this country don’t have much legal expertise, which can hurt them when it comes to standing up to insurance carriers and other attorneys. Because your prospective clients are not other legal professionals, your webpage needs to reflect this reality. Yes, your page must look professional, but that does not mean it should be overwhelming, especially when it comes to your content.
I was a teacher in my previous life, and that taught me a valuable thing – that you have to be able to communicate your ideas to the desired audience. My audience, at the time, was a bunch of raging, spaced-out kids. Now my audience is you, attorneys, paralegals, and legal assistants.
Your audience, however, is those who need your legal services.
Local Data Can Enhance Your Law Firm’s Reach
One of the first things that I had to do when I was becoming a teacher was learn the specific demographic and socioeconomic data for our county, district, and school. Trust me when I say that demographics and socioeconomics play a huge role in how we educate students, and this data varies from school to school.
The same concept needs to be used for your law firm. For each area you are located in or want to target, you need to know certain data. For your target area, you should research and understand the population’s:
Racial and ethnic makeup
Mean and median income
Employment status
Types of occupations
Poverty level
Educational attainment
Languages spoken at home
Marital status
Screenshot of intro Census data for Myrtle Beach, SC
While all of this can seem daunting, this task is not going to be horribly difficult. That’s because the US Census Bureau gathers all of this data for you. The Census Bureau is a terrific, non-partisan gatherer of data for every region in the US. They break this data down nationally, by state, and at the local level. This is a tremendous tool for your firm that I don’t think enough lawyers take advantage of. Let’s face it – most of us live in a bubble of people similar to us. The same race, the same economic level, and the same educational level. This can be dangerous for any business, including law firms.
With this data, you can tailor your practice area pages and blog posts. Suppose you notice that in one area of your firm’s area that most of the population has high school diplomas or GEDs. Maybe this is an industrial, blue-collar area. For your target practice area pages and blogs for this region, you may want to stick with information related to why they need an attorney for their problem, the types of compensation they could receive (personal injury), the possible penalties of a crime (criminal defense), and how much an attorney will cost them.
However, maybe you notice that in one part of your firm’s coverage area that the population has a high percentage of higher educational attainment, perhaps close to a university. For that area, you may be able to target some blog posts and practice area pages or sub-pages that delve deeper into the laws and even theories behind some of the laws. Of course, they need to know the basic information as well, but you see what I’m saying here – know your audience and craft an appropriate strategy to target them.
Aside from marketing purposes, the demographic and socioeconomic data for your law firm’s area is important information for everyone in your firm to know. You want to be a part of the community, which means you need to KNOW the community.
We Will Gather This Data For Your Law Firm
You are attorneys, paralegals, and legal assistants. I know that you can research data. I also know that you are busy. That is why Blue Seven Content is willing to help. All of our writers are also researchers. We have diverse backgrounds in various fields, and we can help you gather this data for your law firm’s location. If you want us to, we can gather and provide the types of law firm population data we mentioned above. We will also provide our analysis of how you may be able to use this data to reach your desired client.
The data that we gather for your law firm can be used to alter your current practice area pages and blogs as well as your future law firm content. This includes your:
All we need to know from you is what areas you want us to target. You may only operate in one area, but we know that many law firms cover multiple geographic areas that all differ significantly. Each location report that we compose costs $800 (discounted rates for areas in the same general geographic region). Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.
Written by Allen Watson – CEO and Co-Founder of Blue Seven Content
When I talk to people about Blue Seven Content, they inevitably ask me – How can you build a business around only providing content and not actual website development for law firms?
The answer to that is – There’s a demand for it (since this was written in Dec 2021, we’ve realized that there is a significant demand).
It’s been a while since I’ve finished my economics classes in grad school, but I still remember supply and demand. If there’s a demand for something, supply it.
I take this a bit farther and say that – If there is a demand for something, become the best supplier out there. That’s what Blue Seven Content is here to do.
Blue Seven Content is a premium content supplier for law firms
Blue Seven Content isn’t launching because we hope that there’s a market for high-quality content for law firms. We know the market exists. There are many firms, both new and seasoned, that need well-written and researched practice area pages, blog posts, landing pages, and more, though they don’t necessarily need all the bells and whistles that come with a marketing agency.
Why should these law firms pay for things they don’t need, like graphic designs, full-stack development, and continual SEO analysis? In many cases, law firms have someone on-staff who builds or maintains their websites. In other cases, they have already paid someone to build their site only to realize that the person or company they hired really doesn’t provide good content. Why would a law firm want to be stuck in a monthly contract for…crappy blog posts?
You need someone who understands your practice area
Building websites is one thing, but actually putting together good content for your practice area pages and blog posts is another ballgame altogether. You don’t want someone who rarely, if ever, writes website content for law firms trying to give you content meant to draw in clients. The last thing you need is someone who just finished writing “Top Ten Reasons Boy Bands of the 90s Failed” or “Where Justin Bieber is Spending New Years” to write your page focused on car accident victims in your area. The two aren’t the same, but many marketing firms hire anyone who can string sentences together.
At Blue Seven Content, you have a team of writers who are well-educated and all academic writers in their own right. We have all either worked directly for law firms or written extensively for them. Some of us came from law firm marketing agencies, though we work directly with many firms as well. We know how to do this.
Blue Seven Content is ready to help you
At Blue Seven Content, we are a small team that chooses who we work with very carefully. We actively turn down clients so we can focus on our valued partners. We are here to help you with:
Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158. Our founder, Allen Watson, will be happy to talk about your needs.
Written by Allen Watson – CEO and Co-Founder of Blue Seven Content
