Best Practices for Legal Content WritingLegal Compliance Resource
December 10, 2012 — 1,009 views
One of the best ways for a law firm to reach existing clients and find new leads is through content writing. Not only is this technique cost effective, it's perfect for showcasing your legal knowledge and gaining trust. Here are some ways to get the most out of content writing and improve your search rank.
Perhaps the most important thing to do is find the right keywords. Before you actually write content, you should take the time to conduct some keyword research to find highly targeted phrases to compete for. A great tool for this is Google's Keyword Tool which is completely free to use. It works by entering in a broad search phrase and looking at the list of narrow keyword phrases it produces. Typically, you will want to choose relevant keywords that receive a significant amount of organic searches and also have limited competition. By choosing the right keywords, you can expect to boost your SEO ranking and bring qualified clients to your firm's website.
If you are serving a particular geographical area, it's also important to take this into consideration when deciding on keywords. For example, if you are based out of Miami, you would want to use keywords like "Miami," "Coral Gables" and "South Florida" in your keywords. This way, you can make sure that you will primarily receive traffic from people within that specific location and not from a nationwide or worldwide audience who is out of your reach.
Another part of legal content writing involves providing consistently high quality writing. Since your articles or blog posts are the only thing that potential clients will have to go on, it's critical that you are able to impress them. Doing so will often result in people returning to your website and can help get your content shared. Since the amount of social shares your content receives will impact your SEO ranking, the more you get means the higher you should be able to climb within search engines.
In addition, you should make it as easy as possible for search engines to find and index your content. For example, using sub-titles and lists is a good way to help search engine spiders crawl your content and get it ranked highly. It's also smart to use H1, H2 and H3 tags within your body of content because this will bold key information which helps people skim your content while catering to search engines at the same time.