A substantial part of the creation and maintenance of a successful website involves content creation. Without quality content, there is little to attract the interest of those who might stumble upon your page, and your SEO rankings are likely to suffer, making it more difficult for users to find you in the first place. This is particularly relevant when discussing legal websites, as the primary way prospective clients locate lawyers in their area is via Google searches.
When determining what sort of content to include in your website’s content roadmap, there are generally two categories to consider. One is content that is regularly updated, such as blog posts and informative articles, while the other is referred to simply as evergreen content. Evergreen content is, as the name implies, content that remains consistently relevant to users. For law firms in the process of building a new site, prioritizing evergreen content is an excellent way to ensure your website is considered valuable by users, increasing your conversion rate. What makes evergreen content such a critical element of web design is that after it’s been created, it requires less effort to maintain than consistently creating new pieces of text for your site. This provides you with a high return of investment on your time and resources.
One of the first things that potential clients are likely to seek out when arriving at your page is basic details about your particular law firm, such as the hours of operation and the address. Contact details are also helpful so that clients know how to actually get ahold of you. This sort of content won’t take up large amounts of space on your website, but it will continue to be relevant and necessary to your success as long as the website remains live and should not be overlooked.
In addition to basic details, prospective clients will likely wish to learn some more information regarding your law firm. Introductory content, information on your law firm as a whole, and information concerning the various members of the team would all fall under this category. This is a great place to establish your level of expertise. Clients will what to know that they can trust your law firm to provide a high quality of service. Elaborating upon how long your firm has been operating and what particular strengths they possess will help provide some much-needed context.
This is also a great opportunity to highlight aspects of your law firm that make it unique. What sort of added value do you provide that clients should be aware of.
This is an excellent way to utilize keyword data in your website. When potential clients search for legal assistance, they generally utilize search engines to locate the services they require. The keywords in their queries are then used by search algorithms to find pages that will have the most relevant information. Studying these keywords and incorporating them into your legal website is an excellent way to strengthen your SEO, which in turn helps ensure that your website is ranked more highly on search engine results pages.
Depending on the keywords that are most often used, you might not always have an easy way of incorporating them into your site. Creating a frequently asked questions page gives you a place to directly address user queries by utilizing those same keywords and providing detailed answers. This substantially contributes to the relevance and quality of your content.
While all of the above are necessary forms of evergreen content, one of your website’s most important sections will be the one devoted to practice area pages. The purpose of practice area pages is to communicate to your clients what sorts of areas of law are practiced by your law firm. This is essentially your way of detailing what services your law firm is able to provide. That being said, this can be a daunting task for those designing a website for the first time. Practice area pages often involve significant amounts of content, which can take a while to create.
Instead of attempting to fully flesh out this part of your website, you might consider focusing on the most general practice areas applicable to your law firm. These pages should consist of a general description of the area of law, introducing the subject in a way that is relatable to clients. This can then be followed by examples of the sorts of damages and compensation that may be involved. Finally, you’ll want to highlight why hiring an attorney can be particularly useful in the scenario you’ve described, communicating the value of your service. Once you have enough content to provide clients with an accurate representation of your areas of expertise, you can then continue to develop these. Add additional details, specific examples, and potentially new practice area pages to be nested within the existing ones.
What sets legal evergreen content apart from that on most other websites is that, while the bulk of the content can remain as written, several sections and details will likely require updating as time goes on. The law is not a static thing, and changes are made within the judicial system, some of the information on your website may no longer be accurate. Something as simple as the usage of outdated legal terminology can give your site an unprofessional appearance, hurting your firm in the process. That is why it is critical to continue updating the information included in your evergreen content.
All of this can be a lot to keep track of, especially for law firms that are still in the early stages of establishing an online presence. RizeUp Media offers a variety of web design and development related services, including assistance in the creation of legal evergreen content. The team at RizeUp Media has years of experience assisting various firms in building a strong digital platform. Our extensive knowledge of SEO strategies means that all content created for your site will be in adherence with best practices in accordance with Google’s search algorithms, in addition to being beautifully and intelligently designed. For more information on our services, contact us via our online form, or call us at 949-424-7493 today.
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