How to Create Great Content for Your Law Firm Site
If there’s one thing every SEO marketer will agree on, it’s that a website needs great content. But what makes content great?
Good content is both SEO-friendly and engaging to users. Meeting both of these criteria is important; if you meet only one, your content will fail.
I recently read an article on how to write great content, and it got me thinking about how I could distill that advice to our loyal lawyer readers and clients here at PromoteLaw. Although it’s from a site that’s a bit more focused on blogging in general than on SEO, I think it’s a pretty good source for anyone looking for advice on content creation.
In case you’re looking for quick, lawyer-focused advice, I’ll break down the most important bits right here.
1. Make your content SEO-friendly.
The biggest thing to think about when you’re writing content you want to be SEO-friendly is your use of keywords.
You’ll also want to make sure to use an image or two that will attract customers and is related to your content. Sites and pages with images tend to do better in the SERPs.
However, you’ll also want to make sure you don’t overuse images, as this can cause pages to load slowly (especially on mobile devices). This can have a negative impact on SEO.
One way to create a highly image rich post without bogging down your load time is to use smaller images.
You’ll also want to link out to other sites when possible, and to other pages on your own site, to give each of your pages and/or blog posts a sense of organization and legitimacy – both to Google’s spiders and to your end users.
2. Make your content user-friendly.
One of the biggest things to consider here is making your writing scannable. Many readers online don’t take the time to read every word – they should be able to speed through it and get the general gist of what you’re saying (unless it’s an especially complex topic).
You should also consider the length of your piece. Blog posts designed to get traffic could be 400 words or fewer, while more in-depth posts detailing the ins and outs of your law firm could be up to 2,000-3,000 words. You’ll want a good mix of different content lengths, because each length will appeal to a different type of person.
You should be sure to break your content into sections – and the longer a page or post is, the more important this is. It makes the reading much more manageable for the average end user.
You’ll also need to be sure that the post’s or page’s topic is relevant to your site (which most likely means it will have something to do with the legal system).
Catchy titles are also a must – and if you use keywords in them correctly, they can also give your SEO a big boost. Many SEO gurus believe that keywords used in titles (especially towards the beginning of a title) are up to three times as effective as keywords used in the main body of your content.