Among the many great tools built-in to the NuLaw legal case management software are case acquisition tools that deliver qualified, compiled cases to your firm. These tools make any law firm more efficient by streamlining the case acquisition process. Still, no piece of legal software can take the place of the tried-and-true principle of getting yourself out there and making your law firm known to potential clients.

In an era of connectivity and online life, one of the most effective ways to get your name out there is to produce strong content for your law firm’s website. Content goes beyond automated case acquisition tools to directly approach clients where they are. Strong content is so effective as a marketing tool that it could stand alone as a law firm’s primary marketing strategy if necessary.

Why We Use Content

In the ‘good old days’ it was enough to hang a placard on the door of a law firm and pass out business cards every now and again. But that was it. That was back in the days when law was practiced locally. Practicing law changed when the internet became a thing.

As an attorney, you know how difficult it is to build a case on a single piece of evidence. You know how much work goes into discovery, speaking to witnesses, looking at past case law, and so forth. Simply put, a strong case is made by putting together as much information as you possibly can.

Guess what? Marketing in the 21^st century works exactly the same way. People are no longer likely to choose your law firm simply because they see a small ad in the newspaper. People are far too sophisticated for that these days. They want to know who you are and what you do. They want to know all about you before they even call or send an e-mail. That is why we use content.

Five Characteristics of Strong Content

The content you produce for your website can make or break your overall marketing efforts. Therefore, do not settle for just anything. Strong content will enhance your case acquisition strategy by establishing your law firm as an authority. Weak content will simply be dismissed.

There are five characteristics that define strong content:

1. Relevant – Google changed its search algorithms a few years back to begin ranking for relevance. All of the content on your website should be relevant to the law in some way, shape, or form. It should also be relevant to the modern world and the kinds of things your clients are talking about.
2. Meaningful – Your content should be meaningful to your clients. In other words, give them information they can actually use.
3. Understandable – Strong content is content that is easily understood by consumers. It is not content that speaks over them; content filled with jargon that makes no sense. You will never reach clients who don’t know what you’re talking about.
4. Well Constructed – Strong content is also content that is well constructed in its grammar, vocabulary, and syntax. Do not ever settle for poorly written content. It will give your law firm a bad reputation.
5. Concise – Modern web users don’t appreciate long-winded dissertations on anything. As such, strong content is concise. It says what it needs to say without any unnecessary fluff.

The case acquisition tools built-in to the NuLaw legal case management software are excellent tools. They are made even better when they are backed by strong content on your website. If content is not yet a priority for your law firm, it is time to change things up.