We should always strive to make our content better than anything out there. So, I ask you: is your content good? Could you make it even better?
Not sure? Ask yourself these questions:
1) Are You Offering Valuable Information?
For example, if you’re using statistics, is it making your content stronger or is it just fluff?
If the latter, choose statistics that support a point you’re making, further your discussion, or demonstrate the magnitude of something.
For example, say you’re writing a page about liability for a left-turn car accident. Which of the following fictional statistics do you think are more helpful to the page?
- Per the Traffic Association of America, two million car accidents occur each year. They cause 700,000 injuries and 50,000 deaths.
- According to statistics from XYZ Traffic Association, drivers turning left are at-fault in 75 percent of left-turn accidents. Drivers heading straight were at-fault 15 percent of the time, and both drivers shared fault 10 percent of the time.
While the first statistic discusses accidents, the second statistic is specific to left-turn accidents and goes a step further by sharing information about liability for left-turn accidents.
Does your information stick to the topic and make it clear you know who the reader is and what they need?
If you’re writing a piece about what to do after a car accident, it won’t help the reader if you have a section about how to avoid an accident as chances are, they were just involved in one. Consider where the reader is in the buying stage and what information they need.
2) Are You Following the Inverted Pyramid?
Is the most important information first? Does your content address the reader’s pain points and expectations right away? If not, revise it. By failing to address pain points and expectations, the reader might go back to the search results to find content that does. Consider using an outline to ensure your content addresses the most important information first, least important information last.
Consider these two passages:
Example 1: Car accidents can take a lot from you. You often suffer severe (and expensive) injuries that might require you take time off work. This can leave you swimming in debt and unable to support yourself or your family. You may be entitled to compensation for your injuries if another party caused the accident. Don’t risk your entitlement to compensation; get help from a lawyer.
Example 2: Car accidents are all too common. In fact, there were over 17,500 fatal car accidents in the first half of 2017 alone, according to the National Highway Traffic Safety Administration. If you were involved in an accident, you might be eligible for compensation. To protect your right to this compensation, do the following.
The first example works well for a car accident lawyer page, but not as well for an FAQ about what to do after a car accident. The second example would work well for a blog post about how common car accidents are, but not as well for a car accident lawyer page.
3) Does It Read Like Every Other Page Out There?
Could you take your content, put it on another firm’s site, and just change the name? If so, make it more personal. Does it show your value? Would a reader want to use your service or product after reading the content?
For example, say you are writing a personal injury lawyer practice area page. Does it simply discuss what the reader needs to do to file a personal injury claim? Or does it discuss how your experience as an insurance adjuster, for example, allows you to anticipate hurdles in the process and defend against any tactics the insurance company might use to devalue your claim?
In other words, does your page demonstrate why your firm is the perfect choice to handle the reader’s case and how you would help the reader, or do you simply say you have experience handling personal injury claims?
If your content is the same as every other page out there, consider the Skyscraper Method. This method, coined by Brian Dean at Backlinko.com, pushes you to create better content that quality sites will want to link to. The Skyscraper Method requires you identify the best content on whatever you are writing about (e.g., find the absolute best car accident lawyer page out there) and see how you could improve it. Is the page missing something you think the reader would find valuable? Include it on your page.
4) Is It Formatted Well for the Web?
Does your content consist of overwhelming chunks of text? Could the reader find what they are looking for easily or are you making them work for it? If you bury important information, your efforts are pointless.
Highlight in bold any important information or put it in bullet lists or tables. Let that information shine. It draws the reader’s eye and shows the page is easy to navigate and digest. This will keep them on the page, rather than sending them running at the sign of staggering blocks of text that feel like a chore to get through.
If you want your content to shine, give us a call: 888-521-3880.