How to Transform Your Current Website into a LAW HUB

Peter Boyd

December 17, 2015

The New Approach to Law Firm Websites

The firms who simply put up a static website about their firm, practice, bios and a few blog posts will fail online from a content marketing standpoint. Content marketing is not just about you.  It is about resources the firm provides, for free, to the public.  You need to set yourself apart as an industry resource.  Firms that invest in publishing worthwhile information will succeed.

We propose that you turn your website into a LAW HUB. Below is a checklist to help you dominate your practice area:

  1. Focus the Website
    • Stop the “me” content
    • Focus the website on your blog content
    • Minimize the buttons about the firm and about attorney bios
    • Ensure the contact information is readily available on every single page
    • Also have a contact button in case people still want to click on that for immediate action
  2. Blog
    • Curated Content – Don’t just throw crap posts up each day and expect them to be read
    • Name a Publisher – Appoint an internal Publisher or hire a Publisher to review all your current content.  This is the first step to simply organize all your content.  Do you have 10 posts, 100, or 1,000 to review?
    • Organize the Content – What are the most important articles you have written?  Try organizing them by most popular, most recent, related content, editor’s choice, and topic area.
    • Find Evergreen Content – Are there articles from 2, 3 or 10 years ago that are still helpful and accurate?  If so, great, you have evergreen content that can and should be promoted.
    • Design a New Layout – Keep your blog, but turn it into a full resource.  You need a new design.  The typical chronological role of your blog will not work.
      • Categories – Showcase your knowledge by categories. Don’t just list categories, but give examples of each article contained within.
      • Outline – Showcase a course outline of available topics and guide the user into the order they should be read. Again, this requires a curator, which takes more time, but can pay dividends as clients read more and more.
      • Recent News – Yes, definitely have recent events, news, articles posted. You want to keep this fresh.
      • Related Posts – Another idea is to list (or have the blog auto-list) related posts and content at the bottom of each article to encourage the user to read more. A robust hub can also relate each piece to a service, practice area, topic and/or industry sector.
      • Blog to Book – Create a table of contents/plan before writing and write posts on various topics (chapters/hubs) that can be later turned into an ebook.
      • Images – Images can help entice readers, encourage click-through and drive more traffic
  3. Publishing Plan
    • Create a plan for the future
      • Yearly – Outline your key ideas for the year. What topics do you want to touch on quarterly, monthly and weekly?
      • Quarterly – We recommend four major topics for the year. You can revisit them each year, but plan for four big ideas
      • Monthly – Now break down your quarterly topic into monthly segments. This monthly segment should have one major piece and a few supporting pieces that can be published weekly.
      • Weekly/Daily – Your weekly and daily posts should keep the blog fresh. Your main post of the month should draw in new visitors and convert them into followers.  Use social media daily to keep everyone interested.

What’s Next?

PaperStreet is looking for firms who are willing to take the next step and evolve their traditional websites into a LAW HUB.  We can do this by making adjustments to the content and design.  Give us a ring if you are interested in discussing an overhaul to your website.

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