Oct 212013
Louisa Chen presenting at PILMMA

Website content on a lawyer or law firm’s website plays a crucial role in ranking, conversion, and getting a website visitor to contact you about his/her case. There is a race to get lawyer and law firm websites and website pages on page one of a search engine results page (SERP).  More importantly, you want the first 3 coveted positions. Why? Because the higher the ranking, the more likely a website visitor will click on your law firm’s website and convert into a client.

Therefore, lawyers and law firms want their websites and website pages on page one when a prospective client is searching for a lawyer, whether it is a family lawyer or an immigration lawyer. The key is the website content on a lawyer or law firm’s website.

In fact, one of the most important factors in getting a website on page one is content, i.e., articles, FAQs, videos, news articles and press releases, etc.  There is no denying that content is king, but not just any content. It must be quality content, or content that is original, interesting, and captures the interest of the internet visitor. For lawyers, that means website content which showcases expertise in a given practice area and answers potential clients’ questions and addresses their needs.

Google has been stressing the importance of content for years. Google recently rolled out a major algorithm change or overhaul, the Hummingbird update. This latest change focuses on the relation of words on a website page, not necessarily the presence of keywords on the page. Therefore, having quality content is crucial for internet ranking and conversion. Suggested reading: Google’s Newest Search Algorithm Overhaul – Keywords Out, Semantics In?

Legal Website Content for Lawyers: Short-Tail and Long-Tail Keywords

One mistake I often see lawyers make with their website content is focusing only on short-tail keywords.  Examples of short-tail keywords are:

•    Charlotte personal injury lawyer,
•    Philadelphia family lawyer, or
•    Delaware labor employment lawyer.

Increasingly, people are using longer search phrases, or long-tail keywords. An example of a long-tail search keyword is “Who is the best Philadelphia family lawyer to handle a custody case?” Rather than typing “Philadelphia family lawyer,” a parent looking to hire a family law lawyer types in specific questions or longer phrases. Therefore, in order to get the most out of the legal web content on your law firm website, lawyers should ask themselves what prospective clients want to know when they are searching for a lawyer and incorporate that into the legal web content.

I am not saying that short-tail keywords are a thing of the past.  They are still important.  However, lawyers have to understand what their prospective clients are thinking and what information they would like to know.

Tip of the Day from a Lawyer Website Content Writer

If you don’t know what long-tail keywords you should be using, there are many long-tail keyword generator tools you can use.  You can type in the keywords, and it will spit out long tail keywords associated with the keyword.  Check out Ubersuggest.org.