As part of a broader digital marketing strategy that involves blogging, an FAQ page, updated bios, and an up to date website (among other elements), adding evergreen content to your law firm’s website is an excellent way to drive consistent traffic, and deepen your pool of prospective clients. This week, we explore the benefits of evergreen content and review some best practices.
What is Evergreen Content?
Much like the perpetually green trees from which it gets its name, evergreen content is content that is continually “fresh” and therefore relevant to readers, even long after it has been published. In the context of a law firm website, it is content and material that is unlikely to change in the near future and is something that prospective clients and other visitors to your site can come back to again and again as a reliable source of trustworthy information.
The easiest way to think about evergreen content is to consider what it is not.
What is Not Evergreen Content?
Content that is not evergreen is information that will only be relevant for a short period of time, or in a very specific time frame.
For example, evergreen content is not:
- Information about something currently making headlines (such as proposed tax reforms);
- Information related to a season or time of year (such as increases in drunk driving around the holidays, or higher incidents of slip and falls in the winter);
- Information about a conference or other event that your firm is participating in.
Examples of Great Evergreen Content for Law Firms
Evergreen content should be about the law, your firm, and you and your team of lawyers. It is an additional opportunity to provide authoritative and useful information to your visitors to your site. Evergreen content has immense SEO value, and can drive traffic for many years, positioning you as a subject matter expert and thought leader in your practice area.
Making some simple, straightforward additions to your law firm’s website can be the easiest way to add evergreen content. For instance, consider adding the following:
- Information about your practice areas and the types of matters your firm handles;
- The history of your firm;
- Information about your office’s location, including information about major landmarks nearby;
- An FAQ page, outlining commonly asked questions;
- Glossaries, explaining common legal terms.
This is all content that can be easily written and added. Other evergreen content can be more specific to your practice areas, and can focus more on the law. For example, great topics for evergreen content are:
- What to Do After You’ve Been Rear Ended
- I Think I’ve Been Wrongfully Dismissed
- Am I in a Common Law Relationship?
- What is a Power of Attorney?
Best Practices for Evergreen Content
Here are some best practices to keep in mind for generating great evergreen content, and making the most of it once it is written:
Add Your Unique Perspective
Generating good evergreen content can be challenging, particularly if you’re writing about issues that other lawyers and law firms have touched on. The most important thing you want to do is add a unique viewpoint to the topic you are writing about, or go into more depth than other practitioners.
Repurpose Existing Content
You don’t necessarily need to reinvent the wheel to have great evergreen content. Look at your existing content, blogs, and social media posts. Review which ones got the most clicks and engagement and think about turning those topics into new content. Reusing content that had previously been widely read can be the key to continued client engagement with your firm.
Think Beyond Just Written Content
Think outside the box. Evergreen content can be even more powerful in forms other than a standard web page – consider a video, an infographic, or resource pages for clients. Think about unorthodox ways of delivering information. This is also helpful if you’re writing about topics other lawyers have previously written about.
Don’t Forget to Share on Social Media
Once your evergreen content is up on your site, social media is one of the most effective ways to get your information out there and to the attention of prospective clients and others. Putting something up on social media also makes it easier for people to share it. The more avenues you use to disseminate information the better.
There are many benefits of using evergreen content. If you are considering adding some evergreen content to your site or otherwise updating some of the information currently on it, call the team of legal content experts at Umbrella Legal Marketing.
Our editorial and writing team consists of lawyers with subject matter knowledge across a wide variety of practice areas, including very niche areas such as cross-border tax and medical malpractice. We offer custom content services tailored to our clients’ needs and help law firms stand out in today’s rapidly changing legal landscape. Contact us online or at 416-356-4672.