Tela recently analysed the insights sections on the top 50 barrister websites, looking at the different types of content used to engage visitors and strengthen their online identity.
The Importance of Diverse Content for SEO
Diverse content is important for SEO because creating content in a variety of formats caters to individual audience preferences and helps keep visitors engaged. Having such a diverse approach will not only elevate user experience but also help improve SEO performance.
Content formatting plays a significant role in search visibility and rankings. Regularly updating your website with fresh, diverse content can have a positive impact, making it easier for potential visitors to discover your site.
Content Types Analysed by Tela
News Content
The research indicates that the news section continues to remain a key part of barrister websites, with 98% of those we looked at having a clear section dedicated to their news posts. By sharing news content consistently, you allow your audience to feel better connected to your business keeping them informed and updated with important and relevant news.
Article Content
One of the most important things you can do to make your website more effective is to add articles. Articles are a great way to share expertise, provide valuable information to your visitors, and boost your website’s search engine ranking. While news content tends to focus on clear and concise content, articles are a great way to provide a deeper analysis, sharing your expertise and providing valuable information to your audience. However, our analysis shows that only 36% of the websites we looked at include articles. This suggests that barrister websites tend to prioritise the immediacy of news posts over dedicating more time to producing in-depth articles.
Blog Content
Blogs are another great way of implementing a multichannel marketing strategy. Keeping your website up to date with fresh, educational content that provides real value for your target audience offers another touchpoint for visitors. From conducting our research, Tela found that only 36% of the top 50 barrister sites included blog content, and those that do include blogs, tend to provide more specific blog content dedicated to trending topics such as immigration, AI, and cyber fraud.
Publication Content
Publications such as white papers and research reports often provide more authoritative, in-depth reports on specific topics. These are often created to educate an audience and are usually a more formal and thorough way of providing content. Only 32% of the barrister websites we looked at offer publication content. This may be because less formal content such as blogs and articles require less time and expertise and are therefore easier and quicker to create and publish onto barrister websites.
Webinar Content
Webinars are an innovative and highly effective way to connect with a target audience and share valuable insights about specific topics, easily engaging with large groups of attendees. Tela’s research shows that 50% of barrister websites include webinar content on their websites. This figure highlights the increasing demand for more interactive, visual content that can be easily accessed by busy users, maximising engagement and reaching out to new or existing audiences.
Seminar Content
Seminars are another great way of sharing expert knowledge, networking opportunities and facilitating detailed discussions. Tela found that 24% of the top 50 barristers’ sites feature seminars on their websites. This suggests that there is a consistent interest for live in-depth discussions on legal issues.
Event Content
Adding event information, such as webinars, seminars and conferences onto your website is a great way of sharing expert knowledge and increasing client engagement. Our research shows that 80% of the top 50 barristers’ websites feature event content. Engaging with your audience through live or pre-recorded events can help strengthen client relationships, build connections and demonstrate expertise.
Podcast Content
Podcasts are a great way to share content with your audience due to their convenience. Subscribers can listen to content while on the go, making it a convenient and accessible way to engage with your audience. This flexibility allows users to connect with your content wherever they are, whether commuting, exercising, or multitasking, enhancing the ease of staying informed and engaged.
Surprisingly, our research found that only 34% of barrister websites include podcast content. Producing podcast content often requires technical skills to achieve a professional sound, which can discourage chambers from using podcasts. Opting for more traditional methods such as case studies and articles may be less time-consuming and more appealing to chambers.
Training Content
Training content is often associated with career development and continuing education, offering career advice or useful links to helpful resources. Our research shows that only 4% of the sites we looked at offer this type of content on their website. Offering dedicated training content on insights pages does not appear to be a priority on barrister websites.
Briefing Content
Briefings are documents that provide insights and analysis on specific legal topics and are a great way of delivering essential information efficiently. However, Tela found that only 4% of the websites we looked at showcase briefings as a means of sharing content.
Press Release Content
A press release is a quick, official, written statement that provides significant information, such as news or major case updates, to your audience. Tela’s recent research shows no obvious indications of press release content on the top 50 barrister sites. Again, this suggests a preference for more traditional methods such as case studies and articles.
Final Thoughts
Tela’s in-depth analysis of the content strategies used by the top 50 barrister websites highlights several important findings. The research seems to strongly indicate that traditional content formats, such as news and events, remain crucial, with nearly all the websites examined featuring distinct news sections.
However, with the changing preferences of clients who increasingly value content that is not only informative but also easy to consume, barristers firms looking to stay ahead of the curve should try to adopt a more diverse approach in their content strategy. By mixing traditional and modern types of content, barristers chambers can strengthen their online presence, boost SEO performance, and develop deeper engagement with their audience. As the legal industry evolves, chambers must continuously adapt their content strategies to stay competitive.
