How to Write the Best Law Firm Website Content
Writing law firm website content isn’t easy. Despite being heavy information (wrongful death, anyone?), law firm web content still has to be informative, engaging, and of course, SEO friendly.
Content marketers know that the key to success is good content. Every piece of content, whether it be an infographic, a blog post, or a long-form legal guide, has to be your best.
Well, that’s intimidating.
But, there is a way to get it right every time. Here is everything you need to know about writing the best law firm web content.
1. Have a Goal for Every Piece of Law Firm Website Content
At Juris Digital, we have a goal for every piece of content. Although it may seem like a given, this is our secret-to-success. It drives everything we do. We don’t blindly choose content for the sake of posting fresh content. Rather, we have a specific goal for everything.
When we publish a blog post, we have a goal of ranking for certain keywords. When we publish a community initiative (like our sober rides campaigns), we want to do PR for the firm and get some good links.
Don’t do this:
This post summarizes a news article. When a user wants to read the news, they go to a news source, not their lawyer’s blog. The content writer needs to ask themself: why am I re-writing the news? What’s my goal? I bet they don’t have a clear marketing goal in mind.
We create scholarships for our clients to award to college students. The scholarships are an opportunity to give back to the community, but also an opportunity to get quality links from institutions. For this type of content, getting links is our goal. The name of the firm is omitted for privacy.
For more on link building, check out our post on 21 Practical Law Firm Link Building Tactics.
2. Know What Your Readers Want
Users come to search engines with questions.
Does the user want to learn how to change their oil in their car? Or, do they want to know where can they buy the rug they saw at their friend’s house?
All questions have 1 of 2 types of intent behind them. Users either want information, or they want to buy a product or service.
At Juris, we categorize these keywords as informational or transactional.
Informational keywords mean just that: users are looking for information only. For example: “What is the statute of limitations for car accidents in New Mexico?”
Transactional keywords express an interest in buying a good or service. Something like, “personal injury lawyer in Orange County.”
When you write content, you need to decide whether the keyword you are writing from is informational or transactional.
Respect your users’ interests. Do not force your services on them if they only have a question! By answering their question without an agenda, the user will remember you – the altruistic, knowledgeable law firm – when they decide to sue a trucking company or file their divorce.
But, if a user is blatantly seeking an attorney, make yourself available. Strategically use keywords and make call-to-actions easily accessible.
Don’t do this:
If your keywords are informational, don’t write a CTA every few sentences. It’s pushy, and it’s not what your reader is here for. They want information, not your service (yet).
All of these CTAs are in one, 500-word blog post:
Waaaaaaaay too much.
For informational keywords, choose a strategic, well-researched keyword for your H1 and topic, and then use it in a question-based format.
Answer the question clearly and succinctly.
Then, offer a CTA in a helpful, informational way. Advertising a consultation is a great way to bridge the gap between informational and transactional keywords.
You can read some great examples of website content for lawyers on the Allen Law Firm’s blog – one of our clients.
3. Use Reader-Friendly Formatting
Users skim content more than they read it. So, it is our job to make their skimming as easy as possible so that they get the most out of our content.
Here are our go-to tactics to make law firm web content as user-friendly as possible:
Break up paragraphs
Even a trained eye loses attention when reading lengthy paragraphs. Break up paragraphs whenever possible.
Again, subheadings break up content and allow users to quickly access the specific answers that they need. Subheadings also offer an opportunity for keyword optimization – an H2 reads as more important to crawlers.
On our clients’ websites, we use the Yoast plug-in to assess readability. Readability involves sentence length, use of subheadings, passive voice, and vocabulary. The better your readability score, the better your user experience and SEO are.
We naturally respond to images, especially on the internet. If you have engaging and appropriate images and infographics for your content, the better your content will read and perform.
Not everyone utilizes this, but varying type weight helps with readability. For example, these words are way more important than these words. Bolding guides the eyes and gets your point across.
We have a tendency to blend words together, especially when we are skimming. Symbols differentiate words. #1 is better than one.
Blog posts should be a minimum of 500 words and around a maximum of 1,500 words. If it’s too short, Google knows that you are posting for the sake of posting. If your content is too long, users will go back to the SERP and choose a shorter article.
4. Great SEO
It’s simple to make your content for lawyer websites SEO friendly.
I go through and optimize these more technical elements every time I write a piece of content:
- Title Tag
- Meta Description
- Keyword in the first few sentences of content
- LSI keywords
- Picture name
- Alt tag
- Size of image
- Internal links (earlier in the content the better)
- Schedule index with Google
All of these elements have specific parameters for optimization.
Still Need Help with Content?
We have been producing content for law firms for almost ten years. If your law firm needs content marketing, let us know. We would love to help!
Contact us today.
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