By Geri L. Dreiling, Esq.
Sir Francis Bacon famously said, “Knowledge is power.” That is true whether you’re a potential client who needs to solve a legal problem or a lawyer trying to figure out how best to attract traffic to a law firm’s website.
Bacon could not have envisioned that the search for knowledge would come to involve such tools as the Internet, complete with search engines with names like Google, Bing! and Yahoo, but in the Information Age the Internet is the preferred method of getting answers.
Frequently Asked Legal Questions
When a child has a question about homework, it isn’t unusual for a parent to turn to the Internet for a quick answer, and a patient who has been prescribed a new medication uses the resources offered on the Internet — written in plain English rather than medical jargon — to obtain a better understanding of the drug’s benefits and side effects.
It’s only natural, then, to expect that people who are grappling with legal problems or have legal questions will also turn to the Internet for information.
Keyword research conducted by Legal Media Matters on behalf of our legal content writing clients has yielded a number of frequently searched questions. Among them:
- How do I file for bankruptcy?
- What should I do after a car accident?
- What is considered medical malpractice?
- How do I win child custody?
Will these searches lead to your legal website?
Four Steps to Make the Most of FAQs
Here are four ways in which you can put frequently asked questions to use as a legal marketing tool and attract potential clients to your law firm’s website.
1. Identify the frequently searched questions for your practice area.
One way to uncover frequently asked questions is to analyze keyword searches. In “Law Firm Websites: Seven Tips for Legal Content Writing,” I make note of three free tools— Google Insights, Wordtracker and Google AdWords — that you can use to conduct keyword research.
At Legal Media Matters we provide a more comprehensive keyword search service that identifies questions frequently searched in your geographic practice area, and we suggest pages that incorporate these search questions into the text.
2. Skip the legalese and provide meaningful information that potential clients can understand.
Don’t hide the information behind a cloud of legal jargon. If there are four factors the law weighs in the decision of child custody issues, outline them in a clear, succinct manner. Translating legal terminology into accurate plain English is much harder than it might seem. Try searching media stories for examples of the ways in which legal reporters have communicated legal concepts.
It is important to stress that although the way in which the law will be applied differs, depending on the facts of the case, a lawyer can still provide the statutory or legal standard the court will apply when making a decision.
3. Incorporate the keyword terms in the optimal areas within the post.
You’ve provided information to answer the question, but can people find it? Did you incorporate keywords in your title, in your URL slug, an optimal number of times within the post and at the end?
For more on optimal keyword placement, read “Three Keyword Rules for Law Firm Websites.”
4. Track your performance.
Your law firm’s website should contain a feature that allows you track visits and determine how people are finding you. (If it doesn’t, try the Analytics and Webmaster tools, free from iGoogle.) Check weekly to determine whether FAQs are generating visits to your site.
Do you have any additional steps you would recommend to enhance the marketing power of a law firm’s website? If so, we’d love to hear them.
A Note of Thanks to Our Readers
Finally, I’d like to extend a big thank-you to our readers around the globe. Since January we’ve had visitors from almost 70 countries in addition to the United States. We now have subscribers and regular readers from Canada, Brazil, Costa Rica, the United Kingdom, Greece, Germany, Italy, Russia, India, Egypt and many more nations.
If there’s a topic you would like me to address, feel free to leave a comment at the end of this blog post or send an e-mail to firstname.lastname@example.org.
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