Tela has conducted an analysis of the insights pages of the top 50 law firms, examining the various types of content they utilise to engage their audiences and enhance their online presence.
Why Diverse Content Matters for SEO
A diverse content strategy is imperative for any law firm looking to optimise its website for search engines. Google and other search engines prioritise websites that demonstrate expertise, authority, and trustworthiness. By regularly updating their sites with news articles, blogs, webinars, and other content forms, law firms not only improve their SEO rankings, but also build a more authoritative and trustworthy brand image.
Content Types Analysed by Tela
Tela identified 11 distinct types of content across the top 50 law firm websites. For each content type, Tela has calculated the percentage of firms that include it on their insights pages and those that do not. This data offers an overview of current content trends in the legal industry, highlighting how firms are leveraging content to build credibility, improve search engine optimisation (SEO), and connect with clients.
News Content
News content remains a staple for law firms, providing timely updates on legal developments, firm achievements, and industry trends. According to Tela’s analysis, 70% of the top 50 law firms feature news content on their insights pages. This high percentage underscores the importance of staying relevant and informed, as clients often rely on these updates for the latest legal insights.
Article Content
While news content focuses on immediacy, article content typically provides more in-depth analysis. However, Tela’s findings show that only 40% of the top 50 law firms include article content on their websites. This lower percentage suggests that while articles are valuable for detailed analysis, they may require more resources to produce, leading firms to prioritise other content types.
Blog Content
Blogs offer a more flexible and often less formal platform for law firms to share insights, opinions, and legal analysis. Tela found that 44% of the top 50 law firms maintain blog content on their sites. Notably, some firms have developed specialised blog hubs focusing on hot topics like Brexit, AI, the metaverse, and COVID-19, demonstrating their commitment to addressing current and emerging issues.
Publication Content
Publications, such as white papers and research reports, are more formal and comprehensive than blogs or articles. However, Tela’s research indicates that only 30% of the top 50 law firms have publication content available on their websites. This suggests that while publications are valuable for deep dives into complex topics, they may be less common due to the time and expertise required to produce them.
Webinar Content
Webinars have increased in popularity, particularly in the wake of COVID-19, which accelerated the shift towards virtual events. Tela’s analysis shows that 80% of the top 50 law firms now include webinar content on their websites. This rate reflects the growing preference for interactive, visual content that can be easily consumed by busy users.
Seminar Content
Seminars, whether held in person or online, are another important content type, often categorised under “events” on law firm websites. Tela found that seminars are featured on 40% of the top 50 law firm websites. This percentage indicates a steady interest in offering clients and professionals opportunities for live, in-depth discussions on legal topics.
Event Content
Event content encompasses a wide range of activities, including webinars, seminars, and conferences. According to Tela’s data, 84% of the top 50 law firms highlight event content on their websites. The prominence of this content type suggests that law firms recognise the value of engaging their audience through live or recorded events, which can foster stronger client relationships and showcase expertise.
Podcast Content
Podcasts have become an increasingly popular content format, particularly for their convenience. Listeners can engage with content on the go, making podcasts an ideal way for law firms to reach a broader audience. Tela’s analysis reveals that an impressive 92% of the top 50 law firms feature podcast content on their websites, highlighting the rapid adoption of this medium in the legal industry.
Training Content
Training content is a newer addition to law firm websites, often linked to career development and continuing education. Tela’s research shows that only 20% of the top 50 law firms currently include a dedicated training section on their insights pages.
Briefing Content
Briefings are concise, focused documents that provide quick insights on specific legal issues. Tela’s findings indicate that 32% of the top 50 law firms include briefing content on their websites. This type of content has been a longstanding staple in the legal industry, valued for its ability to deliver essential information efficiently.
Press Release Content
Press releases are used to announce significant news, such as new hires, mergers, or major cases. Tela’s analysis shows that 28% of the top 50 law firms include press releases on their insights pages. While not as widely adopted as other content types, press releases remain a key tool for firms looking to control their public narrative and communicate directly with the media and clients.
Final Thoughts
Tela’s comprehensive analysis of the content strategies employed by the top 50 law firms reveals several key insights. While traditional content types like news and briefings remain important, there is a clear shift towards more engaging and accessible formats like webinars and podcasts. This trend reflects the changing preferences of clients and the legal community, who increasingly value content that is not only informative but also easy to consume.
For law firms looking to stay ahead of the curve, adopting a diverse content strategy is crucial. By incorporating a mix of traditional and innovative content types, firms can enhance their online presence, improve SEO, and build stronger connections with their audience. As the legal industry continues to evolve, so too must the content strategies that firms employ to maintain their competitive edge.
