Mistakes to Avoid When Producing Legal Content
Producing continuous content for your website is a great way to improve your search rankings while simultaneously providing useful information for your readers. That being said, producing content for law firms can be tricky, and it is important to be cautious about the information you provide on your website. Here are three important mistakes to avoid when producing legal content for your website.
Be Mindful of Ethics Rules
First and foremost, it is important to refrain from using words that could be perceived as false or misleading. This is an especially critical consideration for law firms, as it is easy to violate bar association ethics guidelines if you are not careful. For that reason, you should refrain from using words like “best.” It is also important to refrain from making promises you may not be able to keep, such as saying you “will” be able to achieve a particular result.
Lastly, claiming oneself to be a “specialist” or “expert” in a particular field can be troublesome at times. Many state bars prohibit lawyers from claiming specialization or expertise unless they have appropriate certifications.
Don’t Just Sell, Also Provide Information
Another common mistake that law firms make when producing web content is focusing too much on selling their services and failing to provide information. While it is obviously a good thing to promote your services to some extent, overselling can turn readers away.
Additionally, not every reader realizes they need a lawyer at first. Many potential clients begin by simply searching for legal information, but after learning more about the topic they might realize they could use an attorney. Properly educating the reader can create a trusting relationship between the reader and the firm while potentially opening their eyes to a service they may not have known they needed. At the very least, providing good informational content can help with your search results, and it is a great way to keep readers engaged with your website.
Write for the Reader
When producing legal content, or any online content in general, certain strategies can make readers and search engines more receptive to your work. For example, it is good practice to keep your content length at 500 words or more. Historically, more substantial pages have ranked better in Google searches than thinner content.
Finding the Right Tone
Another issue that can be challenging for law firms is finding the right style and tone. Readers expect attorneys to be seem educated and professional in their writing, but the content still needs to be simple enough for the average person to fully comprehend. While there is no exact science to this, one strategy can be to ask someone with no legal background to proofread content before publishing.
Producing high-quality content can make a critical difference in your digital marketing strategy. By informing and engaging with potential clients, you can establish yourself as an authoritative source and boost your rankings.