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Understanding Law Firm SEO Content Writing

Written by Erik J. Olson on . Posted in , .
Home > Blog > Understanding Law Firm SEO Content Writing

Whether you are an established law firm or a new one, you will want your site to have content. You want to build authority and establish your brand. To do this, you need content, but what type of content? Where do you even start?

There are two main ways to write content for a website. There is ad copy, and then there is more long-form content. Optimizing your content could help your keyword acquisition. Knowing how SEO writing works is the first step in this process. The next step is hiring an agency to help you through the creation of content and to allow you to have more time with your legal clients.

Can you conduct SEO without writing content?

Content writing and SEO are different services, and both are valuable. Search engine optimization, or SEO, is necessary for the content on your page to rank in the search engines.

Likewise, you need content on your site to optimize it for these search engines. If you only have ad copy on your site, there’s only so much to do to optimize the site, and it isn’t likely to create the end result you want, which makes ranking for keywords far more difficult. SEO content creates the best solution for your law firm’s website.

  • Content provides backlink opportunities so that you can create a solid linking strategy.
  • Content provides keyword acquisition opportunities, which allows you to rank in the search engines to gain organic traffic from searchers.
  • Content builds your thought leadership and brand awareness, helping get website traffic and visitors to become your clients.

We build custom content strategies that work for you. Contact us today to get started.

SEO content writing vs. copywriting

As noted, content is a core component of your website. Copywriting is very different. It’s all about advertising your services and encouraging visitors to buy from you. By contrast, content is about providing valuable information, incorporating your keyword research, and building out your content strategy that you’ll use to help educate your visitors, build your brand, and secure new leads.

Let’s take a closer look at the two to better understand how they work on their own and together.

Content Writing

Content writing is a crucial part of website building. The search engine that comes to your site, like Google, is looking for high-quality content, information that is going to answer the question of the person searching for it, also known as the target audience. To be high-quality, the content needs to do something:

  • It informs the reader.
  • It educates them about the matter.
  • It provides a solution to the problem.
  • It entertains the reader creating a memorable encounter.
  • It offers a unique perspective they cannot find anywhere else.

Ad copywriting

Copywriting is different than content writing. Copywriting aims at conversions. That is, the wording and information you use are designed to get a visitor to the website to become your client by filling out a form to contact you or perhaps calling you.

Ad copywriting is often on your dedicated product landing pages. It may include graphics and other language that communicates a message to the reader of the site. Often, it helps create a visual story for the reader to follow, encouraging them to contact you.

Keep your voice when we write for your law firm

Matching your voice to your brand graphic

The combination of great content on your website that incorporates your necessary keywords and SEO copywriting that drives people to contact you is what creates a solid website. A website that is not just informational and useful but also one that helps you to build your leads and practice over time by taking full advantage of all the search queries used.

However, writing this content isn’t as simplistic as it sounds. Numerous factors go into the process, which is why it is often best to have an SEO content writer handle the work for you. SEO-friendly content isn’t just about keywords (and making that mistake could cost you any added value to your site as a whole). That’s why having a professional with experience in good SEO practices matters.

Yet, many law firms and attorneys want to ensure their voice is present in all the content they have on their sites. That’s wise. You want to be sure that what’s said is in your brand’s framing but also accurate and transparent. That’s where hiring the right content writer makes the difference.

At Array Digital, when we write SEO content for your law firm, we consider the tone you want in that content and the language you wish to use to attract potential clients. We ensure your brand comes through with each piece of content created, so there’s no loss of brand personality.

Three essential tips when writing SEO content

Also important to us is helping our clients to see how and why we do things, including content marketing, market strategy development, and web pages themselves. For that reason, consider these three factors our SEO and content teams follow when writing website pages and other content for law firms. If you are looking for an agency to handle your legal content writing, ensure these areas are their focus.

Write for human readers

If you don’t turn to a legal content writing firm, you may find that this is the biggest problem you’ll have. You’ll have an SEO strategy that incorporates too many keywords (in a practice we call keyword stuffing), and you’ll have content that doesn’t make sense. You may even have content that’s embarrassing on your page.

The better solution, then, is to ensure that when your site’s content is created, it focuses first on human readers. It needs to meet the needs of your target audience – people who need your services. If it does not, it is not valuable to you.

It should use keywords, of course, but it also needs to incorporate the right language in a way that helps encourage people to continue reading and to click on your link.

Headlines, headlines, headlines

Think about when you see product descriptions on an ecommerce website where you need to purchase. It’s the headline that makes you want to click first – if those first few sentences don’t capture the attention of the reader, you’ve lost them.

Creating headlines that answer questions often asked in search queries is a good starting point. Most people use the search engines to ask questions. Use headlines that answer their questions, like “Hurt in an accident?” or “What should I do immediately following an accident?”

Choose specific questions to input that are directly related to your reader. To do that, you need to understand not just which search terms they are using but also the search intent – the reason they are using those terms. Headings within your content help draw attention, and subheadings help break up content to make it easier to read. This directly impacts your conversion rate delivering better results for users.

Diligent research and targeted keywords

Using that understanding of search intent and keyword research, you can boost your on-page SEO efforts using keywords. Target keywords is a term that you may have heard.

Keywords are the phrases that people type into search engines to find the information they need. Search engines then use the keywords (along with many other factors) to determine which websites to put on the first page of the search engine results pages (SERPS). The closer you are to the top of this list, the more likely people will click on your link.

With content creation, you need to balance the use of very targeted keywords based on your legal services and offerings while also addressing these algorithms put in place by the search engines. With some research, including information about your firm’s niche and geographical location, we can develop a marketing strategy that improves SERPs results while helping people get the information they need.

Creating effective SEO content for law firms

Target keyword graphic

Effective SEO content can be in the form of highly specialized questions. When writing content, we want to answer the questions of the person who is looking for information. With some in-depth research on search volume and what your audience is looking for, we can then create content that fits your reader’s needs. Questions need to include the target keyword.

We also need to make sure we take into account readability and tone. That is, we need to ensure the content is easy to read, clear, and accurate while incorporating any tone related to your brand. Your freelance writer can do this by melding SEO strategies with branding insights.

Why does all of this matter?

Let’s take a moment to consider the goal of this entire process. In digital marketing, the goal is not just to rank at the top of the Google search page. Rather, it is to help people who need your services to find you and then make the decision to become your client. To do that, we create high-quality web content that incorporates valuable information that helps them know, “Hey, this attorney is exactly who I need!” That increases the click-through rate and gets you a lead.

Effective SEO content has to take into consideration the rules that the search engines put in place. These SEO best practices include incorporating keywords, but that’s just one component. Other factors include the use of behind-the-scene technology from the platform you use, like WordPress or Blogger, as well as factors like meta description and title tag content and answering snippet questions that could appear directly on the SERPs.

There are numerous aspects that go into this content. Yet, when it is all in place, you will see ranking factors improve – that means more people find you, learn about you, and click to contact you.

Your metrics matter!

Are you looking to see how successful your SEO campaign is going? Here are some components we will look at when speaking about your SEO content metrics.

Keyword acquisition

Are you ranking for the keywords that people are using to find services that you offer? We want to ensure your content reaches the right people, and Google recognizes that.

Keyword positioning

Where are you when it comes to those keywords? It’s not just about ranking but ranking well against your competitors.

Website traffic

This is often an area that many of our clients focus on – they want to see more people heading to their site. It’s something we look at, too. Including where they are coming from, such as LinkedIn, website searches, social media, and so on. We also want to learn what the user experience is so we can continuously work to improve user experience.

Are you seeing a contrast between your leads and metrics? Check out our thoughts on this. 

Parting thoughts on why your firm needs SEO content

When we write content for your firm, we aim to pick up keywords and provide valuable information for your clients to see. Our process allows for two different spots of client input to keep your content full of original thought and ensure there are no inaccuracies. We want to be sure the content fits into the mold of your voice and tone.

SEO content writing is vital for law firms. Without content on your website, it will be harder to acquire keywords, and you will appear less in the SERPs. Our goal is to ensure that when someone lands on your site because the right keywords are in place, they learn what they need to so that they click on the call-to-action and become your lead.

We also write for featured snippets. You’ll see these on Google’s search engine pages, too. They are commonly asked questions by people searching for specific terms on the search engine. By writing for snippets, your strategist can increase the chances that Google will pick up your answer to place on this page – directly impacting your traffic and getting more people to your site.

It is this unique blend of writing for the would-be clients you have and the search engine algorithms that helps law firm websites to perform in a way that achieves the goals your practice sets. Digital marketing is something you can learn as an attorney, or you can let our professionals handle this work for you so you can answer all of the leads coming your way.

Stay relevant to your clients

Let Array Digital do the work for you. Contact our team today to get a peek at what we do. Ask about our case studies of law firms we’ve helped or set up a consultation with the team. Fill out the form on our site now, or call 757-333-3021 to get started.

Written By Erik J. Olson
Founder & CEO
Erik J. Olson is the Founder & CEO of Array Digital—a marketing agency that enables its clients to achieve their dreams, fulfill their missions, and impact more lives with their services.

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