Whether you practice family law, personal injury, or criminal defense as an attorney, the main goal of your website and online presence is to reach out to others and provide client-driven solutions. That is why content marketing is so important. At SLS Consulting, we have over 15 years of experience putting well-written content into practice for our clients, helping them achieve higher rankings, improved page views, and more notably, increased visitor-to-client conversions!
To learn more about how valuable written content can be for your business, review the following questions and then give us a call at (323) 254-1510 or toll-free (877) 248-3529.
Q) Does content marketing really make a difference for attorneys?
A ) Yes, without question – high-quality content is what sets any business apart from its competitors. A state-of-the-art website, professional photos, or flashy graphics will do little if the accompanying content is poorly written, bland, or worst of all, incorrect. With compelling, informative content, you can establish yourself as an authority in your field and effectively prove why you should be the go-to expert for potential clients.
But not only visitors are concerned with exceptional content. Search engines, such as Google, place great emphasis on unique, useful content. For example, Google's continuous algorithm updates reflect just how valuable content marketing can be. Educational, high-quality writing ultimately receives higher rankings, while websites with poor quality content essentially end up buried.
Q) Why do I need a blog?
A ) A blog is perfect for providing fresh, relevant content in a much more shareable, conversational format. Rather than relying solely on your website for attracting visitors, a blog allows you to discuss a wide variety of topics, such as practice areas, cases you have settled, late breaking news or even every day events at the office. Your blog can be as personal or professional as you would like and helps you establish a consistent voice and presence for your audience to relate to.
Q) I think my website content is fine. Why do you want to update it?
A ) The Internet is constantly evolving. One of the most essential components of content marketing is regularly monitoring its performance and adjusting it to make sure it is visible and relevant. This is important because Google, in particular, regularly updates how it evaluates web content in order to provide users with the most accurate solution to their queries. So, it follows that keeping up with the latest algorithm updates and ensuring that your written content is fully optimized will give your website the extra push it needs to rank as high as possible.
Q) What other types of written content are there?
A ) Strong content marketing relies on producing well-written content in a variety of formats. Some of the most important and valuable types of content for attorneys include web pages, blog posts, in-depth articles, social media posts, videos, infographics, e-newsletters, and press releases. Each of these formats allows you to reach and interact with different audiences across the Internet. For example, a weekly series of videos on YouTube will likely reach a different demographic than a daily Twitter feed or monthly press release. It's worth it to stay active in a broad range of avenues in order to maintain a strong web presence.
Q) What is "White Hat" and "Black Hat" content?
A ) Basically, "Black Hat" refers to the use of search engine optimization tactics that disobey search engine guidelines in order to rank as high as possible. Only so many years ago, a website could rank highly by stuffing as many keywords as possible into a single page, using automated content, or duplicating content. By focusing solely on search engines and ignoring the human audience, black hat content is typically poorly written, unreliable, and unsustainable.
However, Google's algorithm updates (Panda, Penguin, and Hummingbird) ultimately aim at providing users with the best possible solutions to their queries. That means that poor quality content does not rank highly or may even be removed from search engine results altogether.
"White Hat" strategies, on the other hand, obey search engine guidelines and focus on the human audience. This means well-written, informative content is more likely to get picked up by Google and rewarded with higher rankings.
Q) Why should I let someone else write my content?
A ) Whether you have a well established firm or are about to strike out on your own, you may not have enough time to sit down and write an e-mail let alone dozens of web pages. At SLS Consulting, our writers develop strong, consistent content on a daily basis on behalf of our clients. Not only can we create and manage the legal content on your website, but we can also provide high-quality effective content for blog posts, press releases, videos, social media, monthly newsletters and more. Let us take the time to write compelling, unique content so you have time to focus on your practice.
If you have any additional questions, SLS Consulting can help! Give us a call or fill out our contact form for more information.