Lawyers and litigation companies were some of the first professionals to heavily invest in search engine optimization services. When SEO started to become more “mainstream” years ago, lawyers around the world were quick to see the value in these services.
Today, so many law firms and attorneys are heavily dependent upon SEO to bring them a steady stream of new clients. And because of this, it is on us, the marketers, to remain ahead of the curve by always following best practices and keeping up with the changes that happen in our industry.
If you’re a marketing professional, you may be interested in how you can better serve your legal clients. Perhaps you work in litigation and you’re interested in finding out more about what all goes into content writing for lawyers. In this blog, SERP Matrix will provide an overview of some of the main factors you need to be aware of when writing content for legal professionals.
Careful Keyword Planning
Writing quality content for legal professionals requires some very careful keyword planning. If you want to make sure you have the right recipe or success, you are going to have to do more than simply write content that is based on keywords such as “Lawyers in Houston”. This is an extremely broad keyword that has been highly competitive for decades now. If you want to help your client increase clientele, try being a bit more specific.
Take a second to sit back and think about your client’s law firm. What kind of services do they offer? Are they a law firm that handles estate planning and asset protection? Perhaps they specialize in criminal defense and they want to specifically market themselves to individuals who are facing federal charges. Once you arm yourself with this type of information, you will be able to start writing content that will rank well AND help your web visitor have a pleasant user experience.
Long-Form Content Helps
When it comes to optimizing content for search engine rankings, it’s important to make sure you’re filling your content with helpful, useful material that informs the reader. Google’s algorithm does not reward brief, scattered content, and it is sophisticated enough to pick up on content that is long, but not rich in information.
If you’re working with a law firm, you need to make sure that you’re writing long, informative content. In this scenario, the best way to accomplish this is to study both the law AND your client. The more information you know, the more you can share with your audience.
In the legal world, there’s never a shortage of things to write about. However, you should always ant to make sure this is accurate. Considering publishing blog posts on behalf of your client? If this is a category that you want to create content to fall under, we highly suggest using recent information to help bolster your content topic ideas. Look up recent changes in law as well as criminal cases that are relevant to your client’s area(s) of practice.
Don’t forget to take some time to interview your client, too. Man law firms have a lot of history that they will be more than happy to share with you. If your client graduated university with Honors, or has some elite achievements that can be highlighted, find a way to incorporate that into your current story! This is a very easy and straightforward way to make sure you’re giving the visitor an accurate representation of the lawyer they may choose to work with. In addition to this, it also helps your client stand out from the crowd more. Every law firm has something different to offer. Don’t hesitate to learn about your client’s professional background when composing content on their behalf.
Always Do Your Research
Writing SEO content for legal professionals requires diligence, precision, and error-free content. Because of this, you’re going to have to make sure you always do your research when preparing to create a new piece of content.
Most of us are not legal experts, and that’s okay. If you’re a digital marketer or content writer, you’re not exactly expected to be someone who knows the ins and outs of the law. But like any other subject or topic, this simply means that you’ll have to put in the time and effort to learn more about what it is you’ll be writing about.
Make sure you understand what your legal clients’ specialties are, and write accordingly. Writing about litigation doesn’t really leave any room for any gray areas, which means that you are going to have to be very precise with the content you create. Spend some time reading through the statutes of the state your client is practicing in. Competitive research can be a good way to learn more about how to write for legal professionals, but this isn’t always something you should base your content on.
In most cases, competitor research is great for making sure you have a formidable website that stands toe to toe with your main competition. However, when it comes to legal writing, this isn’t the best way to start building quality content. You never know how accurate or trustworthy your competition’s content is, and the last thing you want to do is end up with error-filled content simply because you followed a faulty template. Your first resources should be official state websites that contain relevant information about the areas of practice your client wants to market.
SERP Matrix | SEO for Lawyers
We hope this has helped you learn more about what it takes to write quality content for legal professionals. Though it may not come easy at first, once you master this, you will be well on your way towards providing quality search engine marketing services to lawyers around the country.
Are you a legal professional who is interested in learning more about search engine optimization and content writing? If you’re trying to grow your law firm and increase your clientele, SERP Matrix is the company for you. Backed by over two decades of digital marketing experience, our elite team of marketers and webmasters can help you find success in even the most competitive markets. Call us today at 713-287-1134 for more information on our services.