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LawLytics
Phone: (800) 713- 0161
Email: [email protected]
Website: www.LawLytics.com
CREATING COMPELLING CONTENT FOR YOUR IMMIGRATION LAW FIRM WEBSITE
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PRESENTERS
Rachel Chalot, MSW, JDVP, Content Operations
Victoria BluteDirector of Education
Danielle ReesDirector of Strategy
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CONTENT MARKETING
● What is it?
● Why does it matter?
● Why is it more effective than other online marketing strategies?
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ELEMENTS OF HIGH-QUALITY CONTENT● Authority
○ With search engines
○ With potential clients
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ELEMENTS OF HIGH-QUALITY CONTENT● What tone/voice should immigration attorneys use?
○ POV: First, second, third?
○ Choosing the right POV
■ “I will take care of you,” vs “We will take care of you…”
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ELEMENTS OF HIGH-QUALITY CONTENT● Audience-appropriate language
○ Your potential clients’ background
○ When to avoid legal jargon
○ Translation
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ELEMENTS OF HIGH-QUALITY CONTENT● UI/UX concerns
○ Headers
○ Readability
○ Navigation
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CREATING HIGH-QUALITY CONTENT
Immigration law substantive pages
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CREATING HIGH-QUALITY CONTENT
● Blogging
○ Blogs vs substantive pages
○ Linking to a substantive page
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CREATING HIGH-QUALITY CONTENT
● Local pages
○ What are local pages?
○ What aren’t local pages?
■ Keyword stuffing
■ Find and replace
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GROWING YOUR IMMIGRATION LAW WEBSITE
● Adding substantive pages
● Blogging
● Building up options
○ Audio/video
○ Written content always comes first
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CONTENT MARKETING & TIME
● How long for content marketing efforts to pay off?
○ Affected by:
■ Quality & quantity
■ Uniqueness
■ Market competition
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IMMIGRATION LAW STUMBLING BLOCKS
● Where do immigration attorneys get stuck?
● Special issues:
○ Evergreen pages, blog posts, and recent immigration
developments
○ Keeping track of changing content
