Your website is the number one resource for clients to learn about you. If your site isn't designed to draw prospects in, you're missing a huge opportunity. This is where content marketing comes in -- frequently updating your website with original, useful articles for your visitors.
1Use Clear, Concise Titles
Too often I see articles written by attorneys that employ tongue-in-cheek titles that might make them look clever, but don’t actually convey the subject matter of the article. While this may be a fun diversion from the strictures of legal writing, it isn’t the best practice when you’re trying to get people to actually read what you’ve written.
Descriptive titles are best for law firm web pages and blog articles, because:
- They draw the interest of people who are looking for the information you’re sharing (not just the interest of people who appreciate a clever title).
- They draw the interest of search engines, which rely heavily on title keywords in determining placement in search results.
Remember, no one will (you included) will get the benefit of your content if your intended audience doesn’t know it exists. Getting readers to click the link to your firm’s website or blog is step one.
2Use Keywords to Boost Search Engine Presence
Of course, title and meta description keywords are just small pieces of the puzzle for effective search engine optimization (SEO). The meat of your web pages and blog articles also needs to add your website’s “visibility” to the major search engines.
However, simply dumping keywords into your content isn’t the answer. This is both:
- Widely acknowledged not to be an effective SEO strategy.
- Highly likely to turn off your human readers and lead them from your website back to their search results.
Instead, use natural language that organically incorporates your keywords. Google itself recommends this approach by counseling web writers to “create content primarily for your users, not search engines.”
3Make Your Article Easy to Read
Beyond producing solid content and avoiding the trap of putting too much emphasis on keywords, don’t forget another fairly web-specific rule of thumb: Make your law firm website and blog content easy to digest. Your content should be purpose-built to convey a limited-but-valuable amount of information to people who are either: looking for an answer to a very specific question, or looking for a lawyer who can adequately meet their needs. In general, this means that the pages on your website and your blog articles should:
- Stay on-point for the specific subject matter around which the page or article is built.
- Make effective use of bullet points and lists.
- Use simple sentence structures and short paragraphs.
- Fall somewhere in the range of 400 to 600 words.
4Don’t Leave Readers Hanging
Finally, don’t leave readers hanging. In other words, don’t be afraid to tell readers what they want to hear. Subject to staying within the bounds of professional responsibility, go ahead and actually answer the questions you think your prospects are asking. You are a lawyer; they are not. They will still need your help, and they will feel a stronger connection if you provide them with valuable information instead of leaving them searching for an answer.