What Is The Purpose Of Content On A Lawyer Website?
The term “content” refers to the keywords, phrases, and structure of your information on your website. The two most important keys to remember when it comes to law firm content are that your website’s visibility on any search engine (such as Google) is dependent upon the information within your website. In addition, your content must clearly convey who you are and what you do for your clients.
Good content communicates to fulfill the needs of the client and will help answer the specific questions they have. And if you fulfill the basic needs of your client, then you can draw them into action. Successful marketing and branding always start with having great quality content that speaks directly to the needs of your audience.
Good content will also help you be seen by more people because a search engine’s job is to perform a search for the best quality information that is available to help the searcher. This means that for people to find you, you have to have enough information for them to find your website. For example, the more information you have on “Personal Injury” the more likely you will be found first in the Google search when someone is searching the term “Personal Injury Attorney.”
By having good content you are aiding people in finding you as well as giving people a reason to trust you.
Good Content vs. Bad Content
For a moment, let's compare between the type of content you should have and the kind that you should avoid.
Good Content can be defined as concise, targeted, specific, and relevant information. Here are a few specific ways to achieve these goals with your content:
- Concise - Although it is important to have plenty of specific information, good content should never overwhelm readers with a bulk of information. The common trend now is to give people a lot of information but in small doses. The best way to prevent overwhelming your readers is to limit a single page to about 700 words or a blog post to about 400 words. We would also recommend having a page and several blogs for every law practice area that you may cover.
- Targeted - Good content should always be written in the most direct way to reach your target audience. Since most internet users read at a 5th-grade reading level, it’s crucial to keep your words and structure minimal and easy to understand. It’s also very important to know your audience and what they are looking for. Be sure to study your target customers and understand their basic wants and needs. Use their "pain points" to help them identify with you. Also, don’t be afraid to direct your audience to move further in the sales process through a good “Call to Action.”
- Specific - It is extremely important to make sure that your content includes your target keywords and phrases, or the subject words that people will be using to find you. Keywords can also be described as the exact words people will be using in their search. It is crucial to your SEO to make sure your keywords are used in the title of the page or blog, the title tag, the meta description, the URL address, and throughout your content. You also need to make sure that your blogs or pages cover the information that someone may be specifically searching for.
- Relevant Information - Your content should always be updated and accurate to new information. A website that has sat dormant with old information that has not been updated frequently will always be found lower in the search engine results. Google especially, has been known to promote websites that are updated frequently and punish the website that aren't. Two easy ways to do this are by adding pages on a regular basis or by keeping a consistent blog feed. Pages should be used to cover your service or practice areas while blogs should be used to cover specific a news report or a sub-topic of a service area.
Bad Content can be described as overwhelming, unclear, broad, and inaccurate information. Here are a few ways to avoid writing bad content:
- Overwhelming - The temptation of most lawyers is to overload their website content with too much information when simple and direct information is all that is needed. Many times a lawyer will also be tempted to copy content from other practice area pages in order to fill space or over-using keywords to help their SEO. However, these are both bad practices and can result in some severe penalization from Google. These kinds of tactics are known as “keyword stuffing,” “black hat tactics,” or using duplicate content. Avoid using the same information twice at all costs.
- Broad - The key to good law firm marketing is to speak to and attract the right audience. However, too many websites are not designed or written with their target customer in mind. Bad content misses the mark and does not speak directly to the needs or pain points of the customer. Be sure to speak the language and use terms your customers use and you’ll surely grab their attention. Also, avoid using general statements when referencing the needs of your clients.
- Unclear - The worst possible communication is the kind that doesn’t give specific detail or understanding. If you can understand the basic principle that most people are going to your website to get the answers they need, then you will be clearer about what you do and how you can help. Unfortunately, a lot of lawyer websites do not do a good job of educating people about who they are and the benefits of their services. Most lawyers just list their accomplishments and where they went to school.
- Inaccurate - To be accurate on the internet, you have to be current. This means being aware of what’s going on in the law practice industry as a whole and staying with the times. This also means making it a priority to post and update your site often with relevant information. This is rewarded by Google in the search results. The worst possible thing is to have a website with outdated information regarding your law practice. A great habit to practice is to schedule intentional time on a regular basis to update and review your website.
If you treat your website is like an extension of your front office, you will be more likely to value your presentation online.
Get Help With Your Law Firm Content
At Lawyer Marketing, we know and understand that it is crucial for your website and marketing success to have your website content optimized for your target audience. If you are not experienced in writing content, or if you are unsure where to start, let our team of legal content writers and consultants help you. We specialize in writing blogs and pages from the legal field. To speak with one of our experts on how we can help your business, you can contact us by calling 918-409-2101. We are excited to help with your Lawyer Web Design and Marketing needs.