Legal websites with little or no fresh, engaging content usually attract limited traffic, and even fewer contact to client conversions. The content on your legal website, in the form of articles, newsletters, blogs, etc., sends a message to potential clients and provides critical information for those searching for an attorney to handle their important legal matters. Even though search engines do not disclose the criteria they use to rank attorney websites, specialists in the field are able to spot trends which turn into hallmarks of effective online legal marketing, and content appears in those trends over and over.
Content = Credibility with Google, Yahoo, Bing and other Search Engines
One reason for the extreme importance of your legal website’s content is that great content increases the credibility of your firm. Content can give you the extra boost your legal firm needs to push you up above the rest of the crowd. Your legal content will serve as a source of education, assuring your future clients that you maintain a website which contains accurate sources of interesting and timely information. If your goal is to give your potential clients confidence in your firm’s capabilities and trustworthiness—and it certainly should be–then content which provides links to other helpful resources and quotes accurate law is essential.
The more useful the content a user can find on your website, the more likely they are to bookmark your firm’s site. Even if they do not need an attorney at this particular point in time, they will remember the information they gleaned from your website and either return, or refer a friend in need.
Content = Search Engine Optimization
Law firm SEO truly starts and ends with the content on your law firm’s website. Your content must be well-written and unique if your goal is to increase search engine optimization.
As search engines crawl through literally billions of web pages per month, they must determine which sites will rank close to the top. While many components factor into this complex decision, content is the most important one. Your precisely targeted content will ensure your website keeps clients coming back time after time.
Tell Google About Your Legal Website’s Content
Google will find your articles based on the written content; therefore you need to tell Google exactly what you are writing about by doing the following:
• Write articles that are at least 300 words, and are extremely topic-focused
• Use your keyword phrase in the title of the post
• Include keyword phrases in your content—but only in context, and don’t over-do it.
• Use a content management tool that offers SEO functionality and auto Sitemap building. Click here for more information.
While it is not a fact set in stone, it has been observed that if your article consists of more than 5% of your keyword phrases, search engines may penalize you for “keyword stuffing.” Your writing must flow, and although the keywords must be there, they must appear natural and not simply stuck here and there to get them in. Your articles must first appeal to your reader, then to Google.
Once you have informed Google about your legal website, craft your content keeping in mind the fact that web readers don’t read, they scan. Keep your paragraphs and sentences short and concise, and make good use of headlines and bolded items which highlight your most important messages. Next, use bullet points—judiciously—to make the scanned information easier for your reader to process. Remember that people don’t want to see your firm as “faceless,” but rather want to be able to personalize and feel as if they “know” you. You can accomplish this by using attorney biographies, newsletters and blogs, all of which humanize your law firm and make it feel accessible. Never forget that the average person does not have an understanding of “legalese,” and will, therefore, shy away from it. If your prospective client doesn’t have a clue what you are writing about, they will move on to the next legal website. People visit the Internet for information or entertainment, and your potential clients are looking for information. They want their questions answered quickly and concisely, and want to solve their problem in the most expedient manner possible. Keep your content informative, engaging, and update constantly. Soon you will find your firm at the top of the list with happy, repeat customers.
For expert guidance and free advice, call Lawyer Success, Inc to answer all of your questions. Call (769) 218-6099 today.
