7 Ways a Freelance Content Writer can help your Law Firm during COVID-19

Times are tough, and your gut reaction might be to pull back on marketing. But is that the right move?

Like all tough times, this will eventually end. The optimistic view is that by the end of the year, businesses will reopen, and people will get back to work. Everyone who is waiting to call a lawyer might start picking up their phones.

Making sure those potential clients call you instead of another law firm means moving forward with a content marketing strategy even during the coronavirus crisis. A writer and content strategist can help you do that in several ways.

1. Revise law firm website copy

When was the last time you took a close look at your website copy? If you have the same practice area pages as you did three-to-five years ago, it might be time for an upgrade.

By revising your website content, you:

• Give readers fresh content
• Update your keywords (or fix old keyword stuffing tactics)
• Revise old statistics
• Correct pesky typos and spelling errors

There’s no guarantee that updating your existing website content will help you rank better, though it could. The more important factor is that your potential clients deserve informative content.

2. Update target keywords

Take a moment to consider your keyword strategy. Maybe you’re on top of it—you know which keywords you’re targeting and why. But maybe you don’t.

If you’ve been relying on basic keywords and old school keyword strategies, consider working with a writer who can help you step up your keyword game.

3. Pinpoint missing evergreen content

You’re busy focusing on your cases, not your content marketing. But that can mean you’re trying to draw in clients with a bare-bones website.

A writer can generate helpful static pages based on your clients’ needs, important keywords, and what your competitors are doing.

4. Revive old blogs

Do you know what’s hiding on your blog from three years ago? Five years ago? Probably not.

There’s a wealth of information on your blog that you want readers to find. An audit of your blog might uncover posts that would benefit from an update because the law has changed, there are newer statistics, or there are typos. Or, the topic might be so important, you should mention it again.

5. Plan new blog topics

When potential clients start looking for a law firm, you don’t want them to stumble on a blog you haven’t updated in months. You want to show them you’ve been working all along.

An experienced freelance writer can come up with topics that are relevant right now and will bring in clients in the future.

For personal injury lawyers, it might be time to talk more about statutes of limitations. Clients who can’t call right now should know what deadlines apply to their matters. Or, your content might explain how to gather documentation and evidence for a claim a few months down the road.

6. Address COVID-19 directly

No matter what type of law you practice, you can’t ignore the coronavirus. It’s impacting everyone, including your firm and potential clients. Your law firm might not need a lot of content involving COVID-19, but it should have some.

Talk with your clients about how you’re handling remote work. Answer their questions. Are you offering phone or video call consultations? If you’ve moved to virtual meetings, how are you maintaining attorney-client privilege? (Check out this blog on the issues with Zoom.)

7. Develop brand and editorial guidelines

If you aren’t sure whether your firm follows AP or another style guide, whether or not it uses the Oxford comma, or whether a blog’s title should be in title or sentence case, your firm’s content might have inconsistencies.

A writer can help you solidify guidelines for your website content, blog, and other marketing materials that everyone can follow. They’ll also update your existing content to meet those guidelines.

There’s a way to market during the coronavirus

It’s going to take time for everyone to get through the COVID-19 pandemic and for the economy to recover. A lot of time. But now and in the future, people and businesses will need good lawyers.

Pursuing a content marketing strategy during COVID-19 doesn’t have to be insensitive or impractical. Work with a writer and content strategist to become a legal educator and thought leader during these months of uncertainty. It might gain your firm attention, loyalty, and eventually, new client’s.

Stay home, stay safe!

Keep writing 📝