Content truly is the key to a successful legal website, and here’s why:
Google can’t index your firm’s site properly without original content.
Google has digital robots that travel around the web, scooping up text and adding it into its database. Google then analyzes all of those terabytes of data, trying to understand what your site is about and how it relates to other pages online.
By providing quality, relevant, original content on your site, you make it easier for the Google search algorithm to:
- Find your webpages
- Index them
- Analyze them
- Show them to your clients
If your site doesn’t have much content, you’re going to:
- Make it more difficult for Google to index your site
- Have a poor showing in the search results
- Make it difficult for clients to find you
- Have nothing for your site visitors to see if they do manage to get to your site
You don’t want to make it hard for Google and you don’t want to make it hard for your clients, but the challenge with content marketing is this: you have to create content. Some attorneys have the time and interest in creating a ton of articles, blog posts, and videos for their website…but most don’t.
Perhaps you don’t like to write, or you’re just too busy. We understand. Writing, editing, and proofing content for your site takes a lot of time, and that’s tough to fit in while you’re running a busy practice. Don’t despair: you have a few choices.
First, you can hire us, through our VIP Legal Marketing Service. As part of our service, we produce original articles and blog posts for your site, optimize them for the search engines, and share them through social media for you. Plus, we’ve been writing for lawyers since 1993, so we know what we’re doing.
Second, you can hire freelancers. You can look for writers on Craigslist or Elance. This can work well, but then you have the extra work of optimizing and posting the content to your site. Also, writers from these sources may not know much about your practice, so be careful to hire quality writers, not the cheapest.
Original Content Only
Some people hear that they need content on their site, so they have someone on their staff, “Add some content.” This too often involves searching the web, copying content, and then adding it to the site. This is only going to hurt you, because Google’s looking for original content. We’ve seen articles on some legal sites that is also on 800 other sites. That’s not going to boost your credibility in Google’s eye and generic content isn’t going to impress your clients, either.
The Long-Term Approach
Too often, marketing is confused with advertising. Running an AdWords campaign for your firm is not marketing; it’s advertising. There’s nothing wrong with advertising, but it’s important to realize that it’s only one small component of a well-rounded marketing plan.
AdWords is temporary. If you run PPC advertising, your site ranks well only if you’re running ads. If you shut your ads off, your site presence vanishes.
Content marketing is a long-term strategy that builds your site’s credibility and reputation over a long period of time. This takes longer than AdWords, but it pays off down the road for years. For example, let’s say you write a blog post on a topic like brain injury. If that content is original and informative, you’ll find that you’ll be getting visitors to that site page for many years. A post you write today on your site might be getting you a new client in 2021.