Let’s talk about what constitutes effective website content for an attorney. There are different types of content that you might publish on your law firm's website. A landing page is more sales-oriented: we are trying to get the person to take some kind of direct action at the end of that page, like clicking on a chat box or booking a consultation with you. A practice area, on the other hand, is a piece of static web content that's going to live on your website and might be bringing you repeat visitors over a long period of time. A landing page and a practice area are going to have different tones because of the end goals that we are trying to lead the person towards.
Effective Legal Content Serves Two Main Purposes
In general, when I create website content for my attorney clients, my main goal in doing this is to make sure that I have something that speaks to the end reader as well as to the search engines. If you are going to go to the trouble of creating content (and you definitely should because content is king), why not have it be dual purpose?
Missing one or both of these concepts is a big reason why law firms don't have website content that converts visitors into prospective clients who are calling, emailing, setting up consultations or visiting your office. You need to be able to showcase the unique aspects of your firm without being too “salesy.”
The content should always meet the person where they are at in terms of the psychological experience they are having when they visit your website.
For example, a person who is visiting a criminal lawyer’s website is probably panicking because they've been arrested. It's a totally different vibe for a person who is looking to hire an estate planning lawyer or someone who is in the midst of filing for divorce or responding to a spouse who filed for divorce.
I always tap into the experience that the reader is going through at the time that they chose to click on this particular piece of website content. I'm crafting the content with the end reader in mind but I'm also weaving in SEO tactics, keywords, and metadata, like pictures and meta descriptions that help to tell the whole story and communicate what this page is about to the search engines.
Creating legal website content that speaks to both the end user and the search engines accomplishes an incredible goal of helping your website to rank effectively for law firms in your practice areas and in your geographic area. It also puts you forward as a professional, knowledgeable and practiced attorney or team of attorneys to your website visitors.
If your content is missing the mark, you'll know because you're not ranking in Google (probably because you're not posting enough or you're not posting the proper material to make it SEO optimized) or no one is taking action on your site -- they are not actually clicking anything, they are not taking the action that you want, your phones have stopped ringing. This is a great time to audit your website content and to bring in a legal SEO writer who can help you to craft a strategy that accomplishes both of these goals at the same time.