How to Create Compelling Content That Converts Visitors into Clients

For law firms and title companies, a website is only as good as the content that populates it. With high-quality, compelling content, you can make a meaningful first impression on visitors to your website and carefully guide them toward a conversion. Low-quality content, meanwhile, is likely to drive more potential customers away than it attracts. 

But what is the secret to creating compelling content that converts visitors into clients? In this guide, we’ll go over everything you need to know about the content creation process for law firms and title companies to help you make content marketing your firm’s superpower! 

Why Content Matters

We won’t beat around the bush: creating and publishing high-quality content can be a big investment of time and money. However, the rewards are generally well worth the effort. Here are a few of the reasons why great content matters when it comes to attracting new clients: 

Builds Trust and Credibility

Before clients are willing to do business with you, they have to trust you. Informative, well-researched content can help establish your brand as a leader in its field. In other words, it showcases your expertise and proves that you know what you’re talking about. In the real estate industry where there are a lot of complexities to navigate and large sums of money on the line, building trust and credibility is especially important. Many visitors to your website may not know anything about your brand when they first arrive. If they’re greeted with high-quality content, though, they’re going to have a lot easier time trusting your company. 

Enhances SEO

One of the biggest benefits of content marketing is that it can be a powerful way to improve your website’s search ranking. Search engines such as Google care about one thing only, and that’s delivering value to their users. While there are a lot of different factors that these search engines use to determine which websites are worth showcasing, the presence of relevant, high-quality content is one of the biggest factors. Publishing content on your website also gives you the opportunity to include targeted keywords and improve your site’s ranking when those keywords are searched by potential clients. 

Drives Conversions

Every blog or social media post that you publish presents the opportunity to speak directly to your audience of potential clients. And while you don’t want your content to come across as overly “salesy”, that is its ultimate goal. Content can be used to inform your audience about your services and the benefits that they offer, and you can include strategically placed CTAs to nudge readers toward a conversion. Once again, the primary purpose of your content should be to engage and inform; if everything you publish reads like a lengthy advertisement, you might have a hard time keeping visitors interested. However, using content to subtly drive conversions is a powerful tactic employed by almost every company engaged in content marketing. 

How to Create Compelling Content: Tips and Best Practices for Success 

So how do you go about creating content that delivers all of the benefits discussed above? If you’d like to create compelling content (without having to spend too much time and money), here are some helpful tips and best practices to consider: 

Focus on Quality Over Quantity 

Make no mistake, there is value in publishing as much content as possible. However, it’s more important to ensure that the content you’re publishing is high-quality. A single blog post that ranks on the first page of Google and successfully engages your audience will ultimately offer a lot more than a dozen blog posts that are buried in the search results and aren’t all that compelling. So, while you should certainly strive to publish frequently, prioritizing quality over quantity is better than the other way around. 

Repurpose Content for Different Platforms 

One of the best ways to save time and get more mileage out of the content you produce is to repurpose it whenever possible. Let’s say, for example, that you create a blog post on the top pitfalls to look out for when purchasing a new home. You could then use snippets from that post to create shorter social media posts. Or you could convert it into a script and use it to create a YouTube video. Repurposing your content in this way is a lot more efficient than creating entirely unique content for each platform and will help each post you create reach a wider audience. 

Leverage AI Tools 

Speaking of saving time, writing content is now easier than ever before thanks to AI-powered content generation tools. ChatGPT is the most well-known of the bunch, but there are plenty of other tools on the market that can generate content in seconds based on the prompt you provide. TitleTap’s content generation tool Socialite, for example, is engineered specifically for the real estate industry and designed to convert local/industry-specific news sources into original content you can publish on your own platforms. While it’s important not to be too reliant on AI (you still need to ensure your content is well-researched and has a human touch), these tools are nevertheless an effective way to publish more content without massive investments of time or money. 

Consistently Update and Refresh Your Content 

Many businesses will publish a blog post, hope for the best, and never touch it again. However, that’s not the best way to get ongoing value out of your content. By updating past posts to reflect things such as new updates, new trends, and new statistics, you can keep your content fresh and relevant. This ensures that anyone who happens across these older posts will still find them interesting and worthwhile, but, just as importantly, it ensures that search engines will continue to view your content as valuable. 

Conclusion 

There’s a saying that’s been around since the earliest days of content marketing proclaiming that “content is king”, and it’s still just as true today as it was back then. With a robust content marketing strategy that focuses on creating high-quality, SEO-optimized content, you can both reach new potential clients and convince them to do business with your firm. 

At TitleTap, we’re big believers in the immense potential of content marketing. That’s why we publish content frequently on our own blog, and it’s why publishing compelling content is a big part of the marketing services we offer to law firms and title companies. If you would like to make TitleTap your content marketing partner and start attracting more clients, be sure to contact us today to schedule a free consultation!