Content marketing has been and continues to be a major source of lead generation for law firms. When you consider that 86 percent of eventual clients perform non-branded search queries for research, it proves that creating compelling content is of the utmost importance.
And one of your main goals is to increase the amount of time that people read your content. With the median average time spent with an article in Q1 2016 being only 37 seconds, it’s clear that there’s room for improvement.
Here are some techniques that should make people read your content for longer and engage on a deeper level.
Start with Proper Formatting
You may have already heard that modern readers don’t really “read” in the conventional sense. The vast majority scan through content primarily looking at key points like sub-headers, bullets and bold text. So your first objective is to make your content user-friendly by properly formatting it.
Fortunately, this is pretty simple to do. It’s just a matter of creating plenty of breaks to encourage scanning and prevent your readers from becoming overwhelmed.
Remember that white space is your friend, so you’ll also want to use short paragraphs (like these) that are a max of four sentences. However, some content marketing experts like Neil Patel and Brian Dean go so far as only using one to two sentences per paragraph.
Throw in a Variety of Media
Traditional text will probably never go out of style simply because it’s one of the most straightforward ways to transfer information. But you can make your content much more robust and user-friendly by throwing in a variety of other media such as:
- Charts and graphs
In fact, if you read any content by Neil Patel or Brian Dean, one of the first things you’ll notice is the sheer volume of media that they incorporate. By appealing to your audience visually, this encourages them to absorb more of your content.
Offer Practical Tips and Resources
It’s likely that your readers will have many questions about how the legal system works and what they can expect with their case. The better you are at answering those questions, the stronger the likelihood that they’ll seek out your legal services.
So a big part of content marketing success is providing plenty of practical information so that readers can instantly take something away from it. If you were writing a post about what goes into the details of writing a will, you might include a sample document so they can see the specific information it contains including personal information, revocation of previous wills, marital status, children, etc.
Or another idea would be to feature a checklist that they can follow step-by-step. As long as readers truly take something away from your content, you should be in good shape.
Driving traffic to your legal site is important. But to get the most out of it and generate serious leads, you need to increase the length of time that people read your content. Following these guidelines should provide them with the incentive to just that.