Conversion rate optimisation is a relatively new and exciting area of marketing and you can find out lots more in our fantastic legal CRO podcast series here, but it still needs to be underpinned with SEO and amazing content. So in this blog we shall have a look at four ways you can increase your conversion rate through your content.
Understand your audience
Producing content to support a successful CRO strategy relies on you having a clear understanding of your audience. You should begin by creating a fictitious claimant persona, detailing both their personal and career information, as well as looking at the challenges they face on a daily basis. By having an idea about this information you can tailor your content to fit the needs of the persona and therefore your ideal claimant.
Assess your publishing channels
When it comes to publishing your content you need to look at the various channels you have available to you. Whether that’s your blog, your social channels or potential outreach opportunities. Here it is important to investigate the reasons why your claimant persona visits each channel and what types of content they are looking for when they visit.
Choose your topics wisely
When creating your content topics you’ll need to undertake various research to find out what people are looking for and how competitors may be discussing such topics, as well as the keyword performance of your chosen subject. But before doing all that research you need to know the purpose of your content, is it to be evergreen content, to answer a specific question your firm keeps being asked, to discuss new trends within the legal sector, or simply to discuss the services you offer. Whichever purpose you decide to build your content for you need to make sure that it aligns with your firm’s business goals.
As well as knowing your target audience you should also understand the cycle of events that they will need to go through, from never having heard of your legal firm to becoming a claimant. Along that journey it is up to you and your content to provide relevant and engaging value to help them realise what challenges they face and how by working with you they can solve them.
So there you go four ways you can underpin your CRO strategy with strong, relevant and value driven content. If you want to learn how to build a successful conversion rate strategy for your legal firm then download our CRO podcast series today!