As a lawyer, the main purpose of your website is to serve your existing and potential client base by providing information about your law firm, services/practice areas, expertise, and acting as an overall legal resource. To do this successfully, you need to be aware of the general goals of your website and create a strategy to achieve them.
The goal of your website’s content is to:
- drive traffic to your website through customized SEO keywords
- introduce your practice and staff to potential clients
- articulate your credentials and experience
- provide preliminary answers for basic questions about your services
- and convince those visitors to contact you to learn more
In order to satisfy those basic goals, your website’s content development needs to take into account:
- the type of Web page content potential clients are seeking
- the wording of your Web content
- the editing and layout of that Web page content for Internet readability
The biggest mistakes lawyers make when they create their websites is not providing the right type of Web content potential clients are looking for, and/or creating content that is not written for their audience and for the Internet.
Creating Original and Relevant Web Content
Providing a few short paragraphs that generally detail the main areas of your legal practice are simply not enough to drive traffic to your website or provide potential clients with the information they are looking for.
Internet users are utilizing the Internet to research legal information, and they know how to do their homework. They are not looking for a legal website that simply states that they provide legal services for victims of personal injuries, foreclosures, etc. and provides a contact phone number.
Victims of personal injuries and their loved ones who are contemplating filing a lawsuit are looking for websites with original content that include tips and advice about what to do after a car accident, a dog bites, a slip and fall, etc. When Internet users find that information on your website, they will most likely contact you about representing them before contacting other attorneys.
Legal websites that are able to provide a wealth of original content that gives detailed information on these specific circumstances are not only building the credibility of their websites, but creating more opportunities for those articles (if they contain SEO keywords) to show up in organic search engine results.
The more search engine results your web pages appear in, the more traffic will be sent to your website, turning each individual article into a mini-marketing machine for your practice.