Way back in 1992, political advisor James Carville offered some cutting but deadly accurate advice for Bill Clinton's then-struggling presidential campaign: "It's the economy, stupid." In other words, focus on what really matters to your audience.
You can apply the same logic to your Internet marketing efforts. Consistently add fresh, relevant content to your website and you'll help improve its search engine rankings and catch the eyes of potential clients.
But creating original content isn't always easy. Here are two steps from FindLaw to get you started.
Hot-off-the-press content is the best way to stay relevant. Think about it. What would you do if you visited a website that's most recent blog post or article was six months old? You'd likely consider the site out of touch and move on to a competitor. Attorney-seeking consumers do the same thing, especially in a legal market where competition is increasing and there are other, newer options such as online legal forms to choose from. Whether it's a blogging, building a social media presence, or referencing a recent article about your practice area, new content is the beacon that draws in consumers.
Keep it simple
What form should your content take? Rule number one: be concise. Online visitors tend to scan text, so keep yours direct and strip out the excess. The Internet is a big place, and you only have milliseconds to capture users' attention. Rule number two: Make it easy for your readers. Forget what your law school professors preached and use a conversational tone and simple language. Rule number three: stick to relevant topics. For instance, if you're an employment law attorney, an original blog post on a high-profile wage and hour suit with your take on the situation is a powerful way to connect with visitors.
While these tips probably won't help you win a presidential election, they can help maximize your online presence.
-- Michelle Croteau, Director of Marketing Communications
with Tanya Roth, FindLaw Audience Team