Small law firms, solo practitioners and new attorneys need plenty of marketing mileage to attract potential clients to their services. Existing law firm websites also need to monitor their site stats and review their web pages in order to improve their search rankings or online visibility.
Successful law practice is built professionalism, and on the trust of clients. Law firm websites that contain engaging and well written content can engender trust, attract visitors and, more importantly, convert them to paying clients.
In fact, all websites, regardless of their business niche, need to be supported by a content strategy that includes the creation of web pages, blog posts and articles that have been created for their specific market.
How search engines rank law firm websites
Search engines crawl the Internet at regular intervals, looking for web pages with new, updated and unique content. The more often content is added, the more frequently the search engines are likely to visit a website.
They gather keywords appearing on the web page, associate them with the overall website topic, index and store the data. The quality and relevance of the data indexed is reflected in where the search engines display those pages in the results to browser queries. This is the ‘ranking’ for the page.
The algorithms of search engines such as Google are frequently updated to help keep ahead of those who try to manipulate the rankings through automated (and other) means. However, Google emphasizes relevance, originality, freshness and popularity as major factors that it takes into account in ranking. Ensuring that the content for your legal website is well written, original and relevant is perhaps the best advice to take.
Having a blog or news section on your site, one that is easily updated with quality legal articles with the help of a legal copy writer is often the easiest way to manage the addition of fresh content.
The best law firm websites describe different fields of practice, with separate pages devoted to each. An experienced legal website copy writer will be able to include keywords and semantics naturally (‘organically’) within the copy for each page.
By having copy that is relevant to each area of practice a law firm’s website will not only receive a big tick from the search engines, but will also be more easily navigated by site visitors. The longer a visitor stays on your website, and moves around it, the more the search engines like it (yes, they know!). Websites that keep visitors for a long time are said to be ‘sticky’. ‘Stickiness’ is a good thing!
Fresh and unique legal articles
As I’ve alluded to above, Google loves original and updated web pages and often ranks them well. Creating new legal articles takes time, and outsourcing regular content creation to a legal content writer not only saves legal staff for legal work – but it you can be sure that it will be done well from the outset. Legal staff know legal stuff, writers can write about it!
Website popularity is often measured by the number and quality of external web pages that link to a website. Creating legal articles for publication on social media sites, publishing online press releases, and using document sharing sites are all powerful strategies for generating inbound links from multiple web sources.
Writing legal articles for law firm websites is a highly specialized service that is best handled by a legal content writer who has some legal background, knowledge of legal language and a basic understanding of legal principles.