I felt like I was wasting my time blogging about my knowledge of bankruptcy.
Each day I’d slog to the computer, cup of coffee in hand, and do my best to bang out 400-600 words on some bankruptcy-related topic. Confident that I was using my time effectively for my business-building efforts, I would use every trick in the book to create an article that would get a lot of traffic.
Social sharing buttons? Yup.
Zippy headlines and crafty subheads? Got ‘em.
I built my social profiles, promoted my articles online in as many places as was possible, and was content that I was doing my best possible work.
My analytics package showed decent daily traffic. Still, the new clients didn’t beat a path to my door.
I was convinced that my time could be better spent looking a cat pictures on Facebook.
Rather than give up, I got curious.
I began to dig around into my web traffic and came to the conclusion that my visitors weren’t looking to file for bankruptcy. Either they had already filed a case, were preparing to do so on their own, or were lawyers looking for help in understanding the law.
After all, who else would sit down at their computer and do a search for, “timing of reaffirmation agreements in chapter 7 proceedings?” Most of my clients didn’t know the term unless they had been educated by my office or had done a significant amount of research on their own before stepping through my doors.
How could I be sure that this was the case? Simple: I had set up my analytics to show me the paths that people took to get to the place where they could contact me or set up an appointment. The people who got in touch didn’t come from organic (in other words, unpaid) web traffic to my bankruptcy articles.
The people who got in contact were those who were searching for information that interested them.
Articles about how to pay off high interest credit card debts did well. So did one article in particular that discussed how I cut my cable television bill to save money.
In fact, none of the bankruptcy-related articles drove people to contact me. They were useful for my existing clients as a reference and to guide the search engines in ranking my site. But beyond fulfilling those goals, my bankruptcy articles were useless.
Once I realized that the reason people were contacting me had everything to do with finding help for their problems, I started focusing on that rather than the technical aspects of bankruptcy.
Know what? My web traffic grew an astonishing 319%.
Beyond that, my clients started telling me how useful my writing was to them. They were able to try to solve their real problems – lack of money and too much debt – before coming to the realization that I was the right lawyer to help them end their bill problems.
Mind you, success didn’t come overnight. Nor did it come solely as a result of writing a few pieces about money-saving tips. But when I began to intersperse my bankruptcy posts with information that spoke to the potential client’s problems, the tide turned on my website.
So when you’re wondering what to write about, stop before you churn out yet another article about the difference between Chapter 7 and Chapter 13. Set yourself apart from the others by writing for your potential clients and their true needs.