Potential clients are searching for legal assistance online —are they finding you? If your website isn’t generating steady inquiries, it might be missing key opportunities. Outdated or irrelevant website content can significantly impact a firm's online visibility and hinder its ability to connect with potential clients.
This article explores how evergreen content can be a valuable strategy to increase law firm website traffic and consistently attract new clients.
Is Your Website Holding You Back?
To understand the challenges affecting your website’s performance, it’s important to first look at the observable symptoms and then examine the underlying factors driving these issues.
Clear Signs
There has been a decline in website inquiries, with client feedback indicating that the site is outdated or unhelpful. At the same time, competitors are offering more engaging and professional online presences, leading to stronger consistent law firm website traffic growth for their firms.
Underlying Factors
These aspects often stem from a "set-and-forget" content strategy. An outdated or poorly optimized website may challenge to increase website traffic for law firms, limiting consistent law firm website traffic growth. Additionally, failing to meet ADA (Americans with Disabilities Act) standards can affect accessibility, potentially resulting in legal risks and further hindering sustainable law firm website traffic.
Why Some Website Content Loses Its Impact Over Time
A law firm's website is one of its most valuable marketing tools. However, not all website content maintains its effectiveness over time, influencing consistent law firm traffic. This section explores the reasons why some website content loses its impact:
The "One-and-Done" Problem
Content tied to specific dates or events, such as blog posts about recent court rulings, quickly becomes outdated as new developments arise. This “one-time use” content loses its relevance over time, missing opportunities to engage clients and build long-term authority.
The Missed Opportunity of Common Client Questions
Content that overlooks recurring client questions, such as "What are the steps in a divorce?" misses an opportunity to address ongoing client needs. Answering these questions builds trust, provides valuable information and positions your firm as a reliable resource.
Outdated Information Can Hurt Credibility
An outdated website or blog can give the impression that your firm isn’t active enough in the legal field. This can diminish trust with potential clients, who may question your ability to provide up-to-date, relevant legal advice. Regularly updating your content ensures clients know your firm is knowledgeable and committed to staying current.
Evergreen Content: A Foundation for Consistent Law Firm Website Traffic Growth
Evergreen content includes articles, blogs or resources that stay useful and relevant long after publication, providing ongoing value to readers. Imagine evergreen content as a reliable tool in your toolkit, that never goes out of style or breaks down, always ready to be used whenever needed.
Evergreen content tackles the questions clients always have, keeping it valuable long after it is first published. It’s not tied to trends or fleeting events, ensuring its usefulness year after year.
An article like "How to Deal with the Aftermath of a Car Accident" continues to increase law firm website traffic and generate inquiries, helping build ongoing trust and engagement with your audience.
The Value of Evergreen Content for Your Law Firm
One of the most effective ways to increase law firm website traffic is by focusing on evergreen content. Here's why this approach is essential:
Prevent Website Traffic Loss
Without an evergreen strategy, your firm risks losing potential clients to competitors who offer more consistent, valuable information. By maintaining evergreen content you avoid law firm website traffic loss and keep clients engaged with your website.
Improve SEO Rankings
Evergreen content that addresses common legal concerns and answers client questions ranks higher in search engines. By continuously updating your content to reflect current topics, you help drive sustainable law firm website traffic that attracts more visitors over time.
Enhance Professionalism
A website that showcases well-written thoughtful evergreen content conveys professionalism and authority. It builds credibility with potential clients and encourages them to trust your firm for their legal needs, resulting in consistent law firm traffic.
Reflect on Your Content Strategy
Take a moment to assess your current content approach with these questions:
Addressing Client Questions
Does your content address common legal questions clients ask? Consider whether your content directly answers the typical questions potential clients have when looking for legal services. Are you providing clear, informative answers that establish your expertise?
Website Updates and Relevance
Are you keeping your website updated with relevant legal information? Regularly updating your content ensures it remains useful and authoritative. Outdated information can deter visitors and drive them to your competitors.
Tracking Website Traffic and Engagement
Is your website generating steady inquiries or has traffic tapered off? Look at your website’s traffic trends. Are you consistently attracting new visitors and inquiries or have you noticed a decline in engagement and leads over time?
Increase Law Firm Website Traffic with Best Lawyers
Recognizing what is holding you back is the first step toward improvement. Dated content, fewer inquiries and reduced credibility can impact your law firm’s online presence. By focusing on evergreen content, you can increase law firm website traffic, enhance your credibility and create a sustainable solution for long-term growth.
Use the Best Lawyers' free Unique Value Proposition Worksheet (UVP) to explore strategies for achieving consistent law firm website traffic growth.
