Ranking on page one of Google isn’t going to cut it for most law firms. If you’re not dominating the right search result for high-intent queries, you’re leaving qualified leads on the table. These days, firms have to earn their spot and draw qualified leads actively searching for legal help with the intent to take action on a law firm’s website.
This client achieved massive growth by gaining top rankings for high-intent organic keywords and strengthening their organic search high-quality visibility across competitive personal injury terms.
We’ll break down exactly how our focus on creating content helped them boost qualified leads, all while drastically reducing overall ad spending.
Their Website Before
The client was already publishing blog posts prior to working with us. However, it lacked consistency and was disorganized.
Over the past year, they had published just 5 blog posts. Content was published inconsistently in short bursts, followed by several months of nothing. Topics were standalone posts with no thought towards pillars or scalability.
This resulted in:
- Inability to be found through organic search
- Failure to reach potential clients researching personal injury law
- Lack of strong correlation between blog posts and lead capture
- Dependence on paid traffic and their referral network for the majority of new cases
They had plenty of blog posts, but no content marketing strategy.
Their Website After
Here’s what we focused on to build their content engine.
1. Publish Consistently
The firm started publishing multiple blog posts every week instead of one every few months. Regular publishing allowed them to consistently target new topics while telling Google their site was current and authoritative.
Publishing also allowed us to reach our client’s target audience by discussing a wider variety of related topics.
2. Group Content into Pillars
We decided to focus on creating pillar pages surrounding the main aspects of their personal injury practice. They were built out by including:
- Educational guides
- In-depth look into different types of claims
- FAQ content
- Supporting testimonials, success stories, and case results
3. Serializing Content
We developed a series of content that linked to and built off of each other to create natural content funnels that would capture leads once they were ready.
A reader may stumble upon a blog post that provides a high-level overview of personal injury claims. Afterward, they may click on a link about how long these cases take or how settlements are calculated. Each step is clickable content that moves visitors through the marketing funnel.
4. Focus on Conversion-Centric Topics
Every blog post published was highly targeted towards conversion intent. By focusing exclusively on topics that prospective clients are searching for when they know they need to hire a lawyer, we were able to attract the right kind of traffic to their website.
Questions like:
- What to do after an accident
- How long does my injury claim take?
- How do you calculate compensation?
- When should I hire a lawyer?
5. Only Publish High-Quality Content
Blog content was written by and for an actual person. We didn’t publish any low-quality generated content or content that didn’t provide substantial value to readers. This also helped improve rankings in search engines.
Improved Organic Visibility With Smart Interlinking
To improve existing content, we linked relevant old blog posts to new content being published. This helped:
- Improve site architecture
- Make it easier for users to discover content
- Google crawls and indexes more content
Old blog posts started gaining visibility because they were linked to from newer content that ranked well.
We also promoted this new content on social media channels like Facebook to improve organic visibility across other channels.
Results: Crushing Organic Leads
Our client’s personal organic leads meant:
100% of the Top 5 Months
The client got 4 out of the last 5 best months of organic leads ever recorded, all from a consistent stream of content.
46% of all Leads Came From Organic
Organic leads became the majority of leads for this law firm, meaning that almost half of their new clients found the law firm’s website through organic search.
9X More Qualified Organic Leads
During our campaign period, this client earned 9 times more qualified organic leads than their previous 6-month average.
Highest Converting Traffic Source
Organic search converted 83% higher than any other traffic source, driving visitors to their website, because users who find a law firm through Google are typically looking for the services it offers and are ready to take action.
Visibly Higher Ranking Website
Our client’s website started ranking for keywords that mattered to their target audience. As a result, their site began to drive:
- More targeted organic traffic
- Better qualified leads
- Exposure for competitive keywords in the personal injury niche
Here’s Why High-Quality Content Works
- Allows you to build trust with potential clients early on
- Drives high-intent visitors to your website
- The SEO and content marketing compound over time
- Helps strengthen your entire digital marketing strategy
Creating Your Own Content Machine
When you publish high-quality blog content that’s useful to your target audience, you’re building your own lead generation machine. By consistently publishing valuable content that targets your client’s questions, you’re able to convert more visitors into qualified leads and eventually clients.
If you want to learn more about how content can help your law firm marketing grow, schedule a free consultation with us today.