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Posted on: June 18, 2020 by Huntersure
Before the Internet hit, law firm marketing was focused on using up space. Billboards, bus stops, radio time, television spots, bathroom advertisements, and so on, all combined to get the word out of legal services. Now, there’s an infinite amount of space for law firms to advertise, including web banners, email marketing, mobile ads, push notifications, YouTube, social media, and more. With this in mind, it’s important for law firms to focus on getting the attention of more potential clients. Another effective way for firms to reach potential clients and connect with current clients is through website content, such as blogs. Law firm website content can help to shed light on particular legal matters and provide people with valuable information. But law firm website content writing needs to be more than just explaining dense legal information, it needs to be personable and user-friendly.
Lawyer Ethics should always be on the mind of legal professionals when giving any type of information, no matter the medium. Law firm website content should comply with rules regarding ethics in advertising. Law offices shouldn’t make promises about representation or results and should not be misleading in any way. Disclaimers should be included in law website design and content writing to make it clear that individual legal counsel is not being provided through copy. It’s also important to note that any contacts from a website do not automatically create an attorney-client relationship.
Mobile users are on the rise. In fact, there’s a 62% chance you’re reading this on your phone right now. That being said, law firm website content should be written with the mobile space in mind. But it’s important to note that mobile users are impatient when it comes to gathering information. Users want to quickly find the information they are seeking out. Law firms should let readers know they have found the right resource immediately when landing on their site. From engaging headlines to effective SEO that can lead users to their page and content writing, there are certain mobile considerations to keep in mind.
Also, it helps to keep in mind that mobile screens are small (no surprise there), so there’s very little room to work with. Content should be prioritized in a way that helps mobile viewers find what they want without having to wade through any unnecessary content.
A website outline with content starts with a focus on design, branding, and performance updates, leaving content at the bottom of the totem pole. This can turn out to be a big mistake for law firms. Design can affect content and vice versa. When website content is left for last, it can create a process jam that can cause everything from launch date delays or even call for a redesign.
SEO can definitely help a website find more clients with higher rankings on Google and Yahoo. And while optimizing is important, a law firm should make smart choices when it comes to how to optimize its site. Google has shifted away from rewarding repetitive use of overly optimized phrases and people aren’t keen on reading them anyhow. Law firms can still succeed, however, if they focus on their audience first.
When blogs are being written and landing pages are being planned, law firms should focus on writing to their prospective clients, not search engines. Each page should be crafted around a single idea or concept. If content is written thoroughly and smartly about a topic, the keywords will come about naturally. Keywords should still be researched to use for support, but not be prioritized more than helpful and informative content.
Huntersure LLC is a full-service Managing General Agency that has provided insurance program administration for professional liability products to our partners across the United States since 2007. We specialize in providing insurance solutions for businesses of all sizes. Our program features can cover small firms (grossing $2.5 million annually) to large corporations (grossing $25 million annually or more). We make doing business with us easy with our breadth and depth of knowledge of E&O insurance, our proprietary underwriting system that allows for responsive quoting, binding and policy issuance and tailored products to meet the needs of your insureds. Give us a call at (855) 585-6255 to learn more.
Posted in: Lawyer's professional liability insurance