Content is King

While search engine optimization and page rank are important, content is still king. Let's assume you have a great page rank in Google, and a prospect clicks on your website. Will it be immediately clear to them whether you can help them? If not, they will "bounce" to another site. If you can deliver useful information through your website, then web visitors will be more likely to stay on your site and eventually buy into your services.

Address Client Concerns

Remember to address client concerns when creating website content. Imagine that a prospect is looking for a lawyer in your area of practice. What concerns and fears do they have? Address burning questions through your writing. You can have a Frequently Asked Questions (FAQ) section on your site, or you can incorporate answers into other pages on your site.

If you have been in practice for some time, think of questions that clients have asked you. Talk to your colleagues about the types of questions that clients ask. Or go directly to the source and ask your clients, "What are your concerns?" Then, write answers to questions in a simple manner.

Another good source for learning about client concerns is FindLaw.com. On their home page they have a section for consumers titled "Learn about the Law." Choose an individual issue, such as automobiles. Then choose a subcategory such as "Buying a new car." A list of questions will appear. Before you view FindLaw's answer to the question, think of your own answer. Use FindLaw's Q &A format to help you get ideas.

Educate Your Clients

Write educational articles and post them on your website. Remember to write to your audience. Your potential clients do not understand legal terminology. It is your job to teach them about their legal options in a way that makes sense to them. Writing educational documents establishes you as an expert, and builds trust.

Use Keyword Variations

Mix up your keywords when writing your content. A website visitor who is familiar with the law might use a different search term than one who is not. For example, one web visitor might search for "Family and Medical Leave Act" and another might search for "leave of absence." Google has a free keyword tool you can use to discover variations of keywords. https://adwords.google.com/select/KeywordToolExternal

General Rules

First, place important information and keywords at the top of each page in Headings. Next, break website content into chunks of related information. Separate chunks with subheadings. Some readers skim articles, and should get a good picture with subheadings. Finally, check your content for spelling and grammatical errors. This is something that you should not leave up to your software. Get a human to read your content.

Conclusion

As a lawyer you are an expert. You have a valuable service to offer your clients, and you are aware of their concerns. Communicate that through your website, and you will gain a valuable marketing tool.

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